module specification

The module will enable you to gain a deeper knowledge and understanding of the nature and importance of integrated marketing communications and the individual purpose and application of its component tools. The changing environment and impact of technology are also explained as background for synthesis of the communications process.

This module builds on Level 4 marketing modules knowledge and aims to:
-  Enable you to gain a deeper knowledge and understanding of applied concepts, theories and models  of integrated marketing communications as they relate to B2B and B2C customers.
- Foster a critical awareness and understanding of the latest developments in marketing communications and the regulatory framework in which marketing communications operate.

More broadly, the module aims to assist students in the acquisition of the following skills:

- Academic writing and reading
- Analysing data/research
- Critical thinking and being creative
- Communicating/presenting, orally and/or in writing
- Digital Literacy and IT skills
- Commercial awareness, including corporate social responsibility

No pre- or co- requisites for the module.
Available for Study Abroad? YES

- The role of integrated marketing communications in supporting marketing strategy (LO1)
- Marketing communications and branding  B2B & B2C(LO1)
- Marketing Communications models (LO1)
- Marketing communications campaign plan (LO2- LO4))
- Understanding the major tools of integrated marketing communications (LO2- LO4)
- Advertising and digital advertising (LO3-LO4)
- Brand activation: sales promotion, experiential marketing and point-of- purchase (LO3- LO4)
- Public relations and crisis management (LO3, LO4)
- Sponsorship, exhibitions and trade fairs (LO3, LO4)
- Personal selling and sales force management (LO3, LO4)
- Direct-, database- and relationship- marketing (LO3, LO4)
- E-communication and digital media (LO3, LO4)
- Regulatory, legislative and ethical issues within the marketing communications industry (LO3, LO4)

The module will be delivered over a 12-week period consisting of 2 hours lecture and 1 hour seminar each week. The weekly lectures will focus on principal theories and models of integrated marketing communications tools. Seminar sessions will relate the generic topics and attributes to marketing communications in order to identify and discuss how, for example, different mix of communications tools are adopted for a campaign within a range of industries. Such discussions with encompass debates, video, cases, questions and answer sessions to build on the generic topics covered in the lectures.

The intention is to encourage a learning approach which will allow students to focus on identifying an area of industry practice which they find most closely related to their course, experience and interests.

The facilities of Web Learn will be used as part of a blended learning approach and will be central to the delivery of module handbook, case studies, campaigns, journal articles, and external web links, as appropriate. It will also be used for the timely provision of feedback following formative assessment.

Upon completion of the module, the students will be able to:

LO1. Demonstrate a critical understanding of appropriate concepts, theories, tools and  models of integrated marketing communications as they relate to as they relate to branding and buyer decision making process.

LO2. Demonstrate a critical understanding of how to set campaign objectives, implement a campaign, measure and evaluate its success.

LO3. Select, analyse and evaluate marketing communication tools, media channels and determine their uses, benefits and drawbacks in developing integrated marketing communication campaigns.

LO4. Understand and manage integrated marketing communications planning process

Library reading list Links
https://rl.talis.com/3/londonmet/lists/507CD780-4A30-A2B9-13AC-B26F156C7245.html

Core reading
Fill, C. and Turnbull, S. (2023) Marketing Communications: fame, influencers and
agility 9th ed., Pearson. (Available as an E-book)
https://catalogue.londonmet.ac.uk/record=b2454565~S1

Smith, P.R. and Zook, Ze (2024) Marketing Communications : Integrating Online and Offline, Customer Engagement and Digital Technologies.8th Edition, Kogan Page.
https://catalogue.londonmet.ac.uk/record=b3180277~S1

Additional reading
- Cornwell T. B. (2025) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, 3rd Edition, Routledge.
https://www.taylorfrancis.com/books/mono/10.4324/9781003569268/sponsorship-marketing-bettina-cornwell?context=ubx&refId=83c5028b-7f11-4888-900b-f03ace19f392
-  Egan, J.(2023) Marketing Communications, 4th Edition, Sage.
  https://catalogue.londonmet.ac.uk/record=b3180276~S1

- Chaffey, D., Ellis-Chadwick, F.  and Abedrabbo, M. (2025). Digital Marketing strategy, Implementation & Practice 9th Edition. Pearson Education.
https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000012456/9781292470061

- Chaffey, D. and Smith, PR. (2023). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 6th Edition. Routledge. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b2406735~S1

- De Pelsmacker, P., Geuens, M. Van den Bergh, J., and Roose, G. (2025) Marketing
Communications, A European Perspective 8th Edition, Pearson.
https://www.pearson.com/en-gb/subject-catalog/p/marketing-communications-a-european-perspective/P200000012291/9781292469164

- Graham, B. and Anouti, C. (2018) Promoting Fashion, Laurence King Publishing.
https://catalogue.londonmet.ac.uk/record=b2362185~S1

- Mitterfellner, O. (2020) Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, 2nd Edition. Routledge.
https://www.routledge.com/Fashion-Marketing-and-Communications-Theory-and-Practice-Across-the-Fashion-Industry/Mitterfellner/p/book/9781032582320?srsltid=AfmBOoqQf7LGOYdKG_81Q_f1zgkdeqNqOU86SeCa2quawwqtZAaHMzUd

Tuten, T.L. (2023). Social Media Marketing, 5th Edition, Sage Publications Ltd.
https://uk.sagepub.com/en-gb/eur/social-media-marketing/book285560#contents

Academic Journals

International Journal of Integrated Marketing Communications
Journal of Communication Management
Journal of Marketing Communications
Journal of Marketing and Communications
Journal of Mobile Communications
Journal of New Communications Research
Journal of Fashion Marketing and Management
Journal of Consumer Research
Journal of Marketing Research
Journal of Direct Marketing
Journal of Direct, Data and Digital Marketing Practice