Module code: MANM578

Module Overview

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

Module provider

SOL - Surrey Business School

Module Leader

SAJJAD Farhana (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 100

Seminar Hours: 6

Guided Learning: 38

Captured Content: 6

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:
¿ Introduction to integrated marketing communications (IMC) and evolving aspects of IMC
¿ The communication processes
¿ Target Groups and Choice of Media Channels
¿ IMC planning
¿ Advertising & media strategy
¿ Advertising strategy & how advertising agencies work
¿ E-marketing communications & new media
¿ Brand culture and marketing communications
¿ Communicating brands internationally
¿ Research in marketing communications
¿ Ethics of marketing communications

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual report 100

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate knowledge, critical thinking, and application of theory, creativity, and problem-solving skills in marketing communications.

The summative assessment for this module consists of:
¿ Individual assignment (100%)
The assessment requires the students to identify and critically examine the various core concepts underpinning integrated and digital marketing communications as a marketing discipline (LO1), and the various strategies and tactics of integrated and digital marketing communications (LO2). The students must identify and explain the role that integrated and digital marketing communications play in supporting a brand¿s marketing objectives (LO3). As the students must make recommendations regarding future integrated and digital marketing communication strategy for various brands, they must identify and discuss social and ethical considerations that impact the brand and its communication possibilities (LO4).

Students will develop their subject knowledge and cognitive/analytical skills during the assessment by identifying and critically analysing the target audience, the marketing goals and competitors for a particular brand. Moreover, the students will critically assess the I&DMC of the product/service/organization by identifying particular channels and message designs which the product/service/organization uses to communicate with consumers and make a recommendation for the next marketing communication campaign. To achieve this aim, students will have to critique and justify their ideas (LO5).

Formative Feedback
A detailed marking scheme is provided for students at the beginning of semester together with the assessment details. This allows students to identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential as it allows for consistency in the marking process.
¿ During the live sessions the requirements of the assessment and the feedback process will be explained
¿ In the live sessions students will benefit from both the module and peer learner evaluations
¿ Q&A and feedback session is provided for the assessment
Summative Feedback
Detailed feedback will be provided for each summative assessment by the marker. For the assessment, each student will receive feedback using a detailed rubric as the marking scheme and comments indicating aspects on which the students performed particularly well and those that could be improved.

Module aims

  • Provide an in-depth knowledge of the various strategies and tactics constituting integrated marketing communications.
  • Provide a theoretical and practical understanding of the planning, execution, and evaluation of various communication media.
  • Provide the opportunity to be creatively involved in the process of creating an ad commercial.

Learning outcomes

Attributes Developed
001 Critically examine the various core concepts underpinning integrated marketing communications as a marketing discipline CK
002 Identify and critique the various strategies and tactics of integrated marketing communications CT
003 Evaluate the various roles integrated marketing communications play in supporting a brand's marketing objectives KT
004 Assess the social and ethical issues associated with integrated marketing communications K
005 Engage in creative thinking and prepare a report that evaluates integrated & digital marketing communication and provides recommendations PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide structured formal learning through the online environment. By actively engaging in the full range of guided learning activities students will explore the fundamental concepts, tools and theories of the module to create new knowledge and build on existing experience, understanding of various, key concepts underpinning integrated marketing communications. The live learning sessions are designed to provide students with the opportunity to learn through the application of skills, discussion and peer learning. Students are invited to contribute to discussions from their own background and experiences and are encouraged to be actively involved in problem solving, thus developing their own judgments, opinions and critical thinking. Students are expected to utilise independent learning to deepen their knowledge and skills in core areas of interest.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM578

Other information

Employability This module helps students to understand the application of theoretical concepts, particularly, in integrated marketing communications which provides them with a better understanding of the real business world issues and how to develop strategies accordingly. Further, the transferable skills gained through this module such as critical thinking, problem solving, report writing will enhance their employability potential. Sustainability It is of paramount importance, now more than ever, to encourage students to be more aware of the impacts which our actions have on society. This module discusses, ethical marketing practices by companies and there are assignment elements related to sustainability and ethics to provide students with the ability to critically evaluate the current marketing concepts.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Strategic Marketing (Online) MSc 2 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2025/6 academic year.