module specification

MC5018 - Communications and Digital Marketing (2021/22)

Module specification Module approved to run in 2021/22
Module status DELETED (This module is no longer running)
Module title Communications and Digital Marketing
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
9 hours Assessment Preparation / Delivery
210 hours Guided independent study
81 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Unseen Examination 40%   The written 2 hours exam will comprise a choice of essay type questions in an unseen examination.
Coursework 20%   An In-class group presentation
Coursework 40%   Individual written report
Running in 2021/22

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

Module summary

This module introduce students to fundamentals of digital marketing and the marketing communications process and the role of  an integrated marketing communicating approach in both traditional and digital communication  formats,  in achieving  marketing objectives . The changing environment and impact of technology are explained as background for synthesis of the communications process. The content includes an examination digital marketing tools, formats and platforms, designing traffic generation techniques and consumer digital experiences. The module will explore communication theory and models; Digital & integrated marketing communications plan; the marketing communications mix and tools; evaluation and control of plans and the regulatory framework in which marketing communications operate.

To module aims to provide an understanding of:
• The concept of Integrated Marketing Communications (IMC), the role of communications tools and communications theory and models
• The SOSTAC + 3M’s IMC planning model and how both old and new marketing thinking contributed to its development
• How to select the relevant tools and develop a fully integrated marketing communications and how the plans are controlled and evaluated.
• The characteristics of digital marketing and techniques used in managing a digital presence
Acquisition, Conversion and retention & growth strategy to build customer advocacy & loyalty

On completion of this module students should develop the following skills.
Being creative, Analysing data/research, Application of knowledge and presenting data, Communicating/Presenting, orally and in writing, Interpersonal including working together in teams, cross cultural awareness, having a positive attitude, referencing, negotiation and persuasion.

Prior learning requirements



Synthesis of the communications process.
-How integrated marketing communications developed – the concept of integrated marketing communications
-Factors leading to integrated marketing and corporate communications in both a national and global context
- How integrated marketing communications fits into a company’s marketing plan, and the role marketing communications tools plays within the marketing communications framework
- Barriers to integrated communications
- Theoretical principles of branding/brand equity  & the role of marketing communications in building strong brands/brand equity and influencing consumer purchase behaviour
- SOSTAC + 3M’s IMC planning model and how both old and new marketing thinking contributed to its development
-Communications theory and models including; hierarchy of effects models, Attitude formation and change, elaboration likelihood, attitude formation and change, how communications work in a digital age

Evaluation of the regulatory framework in which marketing
communications operate and the marketing communications mix and tools
-Standards and responsibilities- regulatory, legislative and ethical issues and framework within which marketing communications operates.
-Advertising and advertising research.
-Cross- cultural issues in international marketing communications strategies and planning                                                                       -Culture, cultural norms, language and symbols
standardisation, adaptation & localisation
-The media planning options for traditional and digital-paid, owned and earned media for advertising including (TV, Radio, Print, cinema, outdoor, digital billboard, display advertising, video advertising, advergamin.
-The use of other tools in the marketing communications tool kit, including brand activation, direct marketing, public relations, sponsorship, exhibitions and trade fairs. LO1

Marketing Communications Plan
A detailed analysis of the marketing communications process
- An integrated marketing communications strategy and context analysis
- Understanding and selecting target audience decision making
- Setting communications objectives and budgets
- Creative strategy -creative idea and creative appeals; strategy and executional styles.
-  Campaign implementation and scheduling process
- How marketing communications tools used in a campaign are measured, controlled and evaluated (quantitative  /qualitative approaches) LO2

Digital Marketing
Understanding of digital situation market place and B2B, B2C & C2C & global digital presence, audience analysis competitor bench marking and partner influencer analysis. Digital metrics and analysis
Setting a digital strategy  & communication plan
Objective setting using 5 S framework, understanding on line brand value proposition
Tactics and tools – RACE framework
REACH – Traffic Generation techniques -Search engine optimisation, SEO paid search PPC, On line communication tools- Digital PR, On line Advertising (native advertising banners, behavioural advertising video ads, programmatic ) Affiliate, social  media, email, on line sponsorship, On line sales promotion. Traditional communication tools.
ACT & CONVERT -. Content marketing (owned & paid) customer journeys, marketing automation, social commerce.
ENGAGE – Customer experience ,ECRM, social CRM, customer contact strategy  personalisation
Managing digital marketing – Evaluation & control Metrics & KPIs LO3

Balance of independent study and scheduled teaching activity

The module is delivered over a 30-week period and consists of 1 hour lecture and 2 hours seminar each week. Exceptions to these are weeks 28 and 29, which will be used for examination preparation and support. The weekly lectures will focus on key theories, concepts, models and frameworks of the principles of marketing and their application to real life situations in the context of UK/European and Global environments. The seminars will focus on discussions, debates, questions and answer sessions to build on the topics covered in the lectures.  The emphasis will be on group activities and preparation for, case study analysis and the development of individual and group communications and presentational skills.
Exams will take place at the end of semester 1 during timetabled exam period. Course work in the form of oral presentation and written report group assessment. Students will be required to gather and evaluate information from various sources and relate contemporary issues to their knowledge of the marketing communications and digital marketing discipline and profession.

The 2nd half of the module will focus on the digital marketing aspects in order for students to understand the digital channel and it relationship to traditional marketing management and techniques. The module support independent and group learning through the module's virtual learning environment hosted on WebLearn. Here students can access resources such as lecture notes, recorded lectures, study guides, coursework briefs, guidelines and feedback, as well as links to further resources. Students are encouraged to actively engage with the subject, their peers, and the tutors through the module's online discussion threads.
Reflective learning is incorporated into the module and students are advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning.

Learning outcomes

On completing the module students will be able to:
1. Demonstrate a critical understanding of the principal theories of marketing communications as they relate to buyer behaviour and purchase decision making 
2. Recognise and critique the increasingly complex nature of communications within the management, delivery and control of strategic marketing plans
3. Demonstrate a critical understanding of the principal theories of digital marketing & relationship to developing a collaborative  communication plan

Assessment strategy

1. Unseen Exam LO1

This 2 hours 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 the marketing communications syllabus at the end of the Autumn Semester.

2. In-Class Group Presentation  LO2
In small teams of 3-4 students, as an oral presentation, each team will be required to produce a digital marketing plan with an emphasis on a comprehensive use of integrated communications tools.

3. Individual  Report LO3
The assessment requires students to analyse, think critically and apply specialist knowledge gained during the module. The assessment is based on the response to a live brief that requires students to develop this as a digital marketing plan report of 3,500 words.


Core Text:
De Pelsmacker, P., Geuens, M. & Van den Bergh, J., (2017) Marketing Communications, A European Perspective 6th  ed, FT Prentice Hall (Available as an e-book.)
Chaffey, D. and Smith, P.R., (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 5th Edition Routledge.
Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online Marketing Kogan  page

Other Texts:
Clow, K  and Baack, D (2016) Integrated Advertising, Promotion, and Marketing Communications 8th edition, Pearson
Fill, C. and Turnbull (2016)   Marketing Communications, 7th ed., Pearson (Available as an e-Book)
Kotler et al (2017) Marketing Management, 3rd edition. Pearson Education Limited
PR Smith, P.R. and Ze Zook (2011), Marketing Communications, 5th ed, published by Kogan Page, London.
Chaffey D. ,  Ellis-Chadwick  F. (2016) Digital Marketing: Strategy, Implementation and Practice Pearson Higher Education
Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge
Kaufman I . Horton C. (2015) Digital Marketing Integrating strategy and tactics with values Routledge
Dhal S.(2015) Social Media Marketing Sage publications
Charlesworth A. (2015) An introduction to social media marketing  Routledge
Rowles D. (2017) Mobile Marketing  2nd edition Kogan page
Journal of Product and Brand Management
Journal of Communication Management
Journal of Marketing Communications
International Journal of Integrated Marketing Communications
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
Academic  Digital marketing Journals
Journal of Interactive Marketing
Journal of Interactive Advertising
International Journal of Mobile MarketingComputers in Human Behaviour
Journal of Direct, Data and Digital Marketing Practice
Journal of Website Promotion
Journal of New Communications Research
International Journal of Electronic Commerce
Journal of Mobile Communications
Journal of Direct, Data and Digital Marketing Practice
Journal of consumer marketing
The journal of database marketing and customer strategy management
Journal of targeting, measurement and analysis for marketing

Chartered Institute of Marketing (CIM)
Marketing stable of magazines       
emarketer -
Smartinsights -
Clickz -
Social  media today
Search engine land
Internet retailing
Ecommerce times
Mobile commerce
Retail Technology
Marketing Sherpa:
The social media monthly
Digital Marketing Magazine
Social Media examiner
Mobile commerce daily. com
The drum
Similar web
Google trends
The Internet Advertising Bureau (IAB) UK
Electronic Databases:
Mintel Marketing Intelligence

Social Media

Newspapers & Magazines (Marketing pages)
The Times
Financial Times
The Guardian
Wall Street Journal Europe
European Business

Other relevant books, articles and other resources would be recommended as required during the academic year