module specification

MC5080 - Marketing Communications (2023/24)

Module specification Module approved to run in 2023/24
Module title Marketing Communications
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
9 hours Assessment Preparation / Delivery
105 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual report - 2,000 word limit (excl. references and appendices)
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Spring semester North Monday Afternoon
Spring semester North Friday Afternoon

Module summary

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 characteristics of its component tools.

This module builds on Level 4 marketing modules knowledge and aims to define and explore the marketing communications process and the role of an integrated marketing communication 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.

In addressing QAA skill benchmarks for business and management, the module specifically focuses on the following areas:

1) Ability to conduct research into business and management issues.
2) Developing skills including identifying, formulating and solving business communication challenges.

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


- The role of integrated marketing communications in supporting marketing strategy

- Marketing communications and branding

- Marketing Communications models

Learning Outcomes LO1


- Understanding the major tools of integrated marketing communications

- Advertising and digital advertising

- Brand activation: sales promotion, 
experiential marketing and point-of-

- Public relations and crisis management

- Sponsorship, exhibitions and trade fairs

- Personal selling and sales force management

- Direct-, database- and relationship- marketing

- E-communication and digital media

- Regulatory, legislative and ethical issues within the marketing communications industry

Learning Outcomes LO2

Balance of independent study and scheduled teaching activity

The module will be delivered over a 12-week period consisting of 1.5 hours lecture and 1.5 hours 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.

Learning outcomes

On successful completion of this module, students should be able to:

•Demonstrate a comprehensive understanding and knowledge of the principal marketing communications theories as they relate to branding, buyer behaviour and decision-making

•Analyse and evaluate marketing communication tools, media channels and determine their uses, benefits and drawbacks in developing integrated marketing communication campaigns.

Assessment strategy

The assessment has been designed to test the achievement of the module’s learning outcomes and it requires students to think critically and apply the knowledge gained during the module. Accordingly, the module is assessed based on individual coursework where students will be required to demonstrate their understanding of integrated marketing communication campaigns in appropriate sectors.



Core text:

de Pelsmacker, P., Geuens, M. & Van den Bergh, J., (2021) Marketing Communications, A European Perspective 7th Edition, FT Prentice Hall.  (Available as an E-book.)

Additional reading:

Chaffey, D. and Smith PR. (2022) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 6th Edition, Routledge.
(Available as an E-book.)

Cornwell T. B. (2020) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Routledge.

Fill, C. and Turnbull (2019)  Marketing Communications: Touchpoints, Sharing and Disruption, 8th Edition, Pearson. (Available as an E-book.)

Graham, B. and Anouti, C. (2018) Promoting Fashion, Laurence King Publishing.

Jobber. D., Lancaster. G and Le Meunier-Fitzhugh, K. (2019) Selling and Sales Management 11th Edition Pearson. (Available as an E-book.)

Mastermann, G. and Wood, E. H , (2006) Innovative Marketing Communications: Strategies for the Events industry, Oxford: Elsevier/Butterworth-Heinemann.

Mitterfellner, O. (2020) Fashion marketing and communication: Theory and Practice across the Fashion Iindustry. Routedge (Available as an E-book).

Moriarty, S. (2018) Advertising & IMC : Principles and Practice. 11th Edition Pearson. (Available as an E-book.)

Smilansky, S. (2018), Experiential Marketing : A Practical Guide to Interactive Brand Experiences, 2nd Edition, London, Kogan Page.

Smith, PR and Zook, Ze (2019), Marketing communications: Integrating Online and Offline, Customer Engagement and Digital Technologies, 7th Edition, Kogan.

Online 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