module specification

MC5005 - Integrated Marketing Communications (2023/24)

Module specification Module approved to run in 2023/24
Module title Integrated Marketing Communications
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
81 hours Scheduled learning & teaching activities
219 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 35% 40 Marketing Communications Plan Written Report (3,500 words)
Oral Examination 20%   Marketing Communications Plan Oral Presentation (15 minutes)
Unseen Examination 45%   Essay style questions in a 2 hour exam
Running in 2023/24

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

This module is designed to introduce students to the marketing communications process and role of communications in marketing. The changing environment and impact of technology are explained as background for synthesis of the communications process. The content includes communication theory and models; marketing communications plan; the marketing communications mix and tools; evaluation and control of plans and the regulatory framework in which marketing communications operate.

Prior learning requirements

Principles and Practice in Marketing (30 Credit Level 4 Module)

Module aims

To provide an understanding of:
1. The concept of Integrated Marketing Communications (IMC) and the role of communications tools
2. The SOSTAC + 3M’s IMC planning model and how both old and new marketing thinking contributed to its development
3. The core elements of communication theory that underpins IMC planning
4. How IMC plans are controlled and evaluated
5. How to select the relevant tools and develop a fully integrated marketing communications plan

The module also aims to assist students in the acquisition of the following skills:
1. Being creative
2. Analysing data/research
3. Application of knowledge and presenting data
4. Communicating/Presenting, orally and in writing
5. Interpersonal including working together in teams, cross cultural awareness, having a positive attitude, negotiation and persuasion


• Understanding the context of marketing communications within the marketing mix (7p’s)
• The range of marketing communications mix tools
• How marketers set marketing communications budgets
• The structure of the IMC planning process, using the SOSTAC + 3M’s model
• How are marketing communications plans presented and approved by clients
• The structure and relationships between the internal and external marcoms team members
• Theories of Communication
• Regulatory, Legislative and Ethical frameworks within which Marketing Communications operates
• Detailed analysis of each element of the SOSTAC and 3M’s IMC planning model
• Examining the range and context of how marketing communications are assessed and evaluated in the business world

Learning and teaching

The module will be delivered through weekly teaching and learning sessions, which will be linked closely with TWO full day events during the designated Activity Weeks (7 & 20) in the course of the academic year. These full day events provide the opportunity for students to engage with a number of real life industry speakers and visits, so that students can contextualize their learning from the regular in- class activities. In addition to this event, workshops will be offered to enable individual students to focus on an aspect of their personal development and career aspirations that they have identified in the gathering of the various elements of their marketing communications plans.
A key element of the weekly teaching and learning sessions will be for students to reflect on the nature and style of their learning experience. The tutor team will explain all of the various techniques such as lectures, case studies, presentations, role plays, video critiques, reflected readings etc. and lead a discussion on the role that each should play in the weekly sessions. The rich diversity of the London Met student population will enable students to gain insights into customers’ tastes and preferences drawn form across markets and cultures and by participation in structured class discussions designed for this very purpose. Theoretical input will focus on defining and clarifying the topic content to the appropriate level for Year 2 students.
Weblearn will be used for the distribution of the Module booklet. It will also be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content.  Students will also be encouraged to post their reflections on the class activities, their reading and approach to the marketing communications project work on the discussion board. It will also be used for the timely provision of generic feedback following formative assessment.





Learning outcomes

On completing the module students will be able to:
• Demonstrate a critical understanding of the principal theories of marketing communications as they relate to buyer behaviour and purchase decision making  (1)
• Understand and critique the increasingly complex nature of communications within the management, delivery and control of strategic marketing plans (2)
• Understand and manage the marketing communications planning process (3)
• Select and use an appropriate mix of tools in response to a specific live brief and support their use (4)
• Present the findings in both written report and oral presentation formats (5)
• Demonstrate understanding of key theories and their use through completing an unseen exam (6)

Assessment strategy

Assessment for this module aims to be valid, reliable and consistent, transparent and diverse, ensuring that individual students are not disadvantaged by over reliance on any one particular form of assessment.  Assessment is demanding in that it is continuous and enables the demonstration of excellence. It is designed to guide student’s improvement, to help them self-evaluate, to aid their decision making, to help them learn from their mistakes.
Students are required to produce a comprehensive marketing communications plan, responding to a live brief and to develop this in two formats, a written report (35% of module marks) and an oral presentation (20% of module marks).

This teaching and learning approach is responsive to learner needs in that it offers flexibility for the identification and development of individual student learning needs and allows every student the opportunity to complete an assessment at which they have the potential to excel.

The preparation of the marketing communication plan will be on going throughout the Semester. Signpost dates will be set for each item. Students will be able to influence the structure of their work within detailed parameters. Guidance will be given by the tutors to ensure appropriate evidence of meeting all learning outcomes is considered in the final development of their written and oral plan presentation.

The written exam will comprise a choice of essay type questions in an unseen examination.  Students will be required to show and apply their knowledge of general definitions, theories, concepts, and tools related to marketing communications that were covered in the course of the module.  This will be a 2 hours examination that will take place in week 30 and account for 45% of the module marks.


de Pelsmacker, P., Geuens, M. & Van den Bergh, J., Marketing Communications, A European Perspective 4th  ed, FT Prentice Hall 2010 (Available as an E-book.)
Dahlen, M., Lange, F., Smith, T   Marketing Communications: A Brand Narrative Approach, John Wiley, 2009  
Fill, C.    Marketing Communications, 5th ed., Prentice Hall 2009 (Available as an e-Book)
FitzGerald, M., & Arnott, D.  Marketing Communication Classics, ITP 1999 (eds)
Kitchen, P. Marketing Communications: Principles & Practice, ITP 1998
Pickton, D., & Broderick, A. Integrated Marketing Communications 2nd ed, FT Publishing 2005
Smith. P.R., &  Zook. Z., Marketing Communications, 5th ed., Kogan Page 2011
Cummins, J. & Mullin, R. Sales Promotion, 4th ed., Kogan Page 2008
DeLozier, W.  Marketing Communications, McGraw Hill 1976
Hackley, C. Advertising and Promotion, 2nd Edition, Sage Publications, 2009
Baker, M.J. & Hart, S.  The Marketing Book, 6th Edition, Butterworth-Heinemann, 2007

E-journals and e-magazines:

Financial Times
Marketing Week
IPA Effectiveness Award Books
Journal of Marketing
Journal of Advertising Research
Journal of Marketing Research