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Marketing Communications - MAN00028C

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: C
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

This module aims to develop an understanding of the practice of integrated marketing communications (IMC). The module explores the nature and characteristics of integrated marketing communications and helps develop the students understanding about the complexities associated with developing and implementing IMC.

The module will introduce several marketing communication theories and methods, and develop the student’s knowledge about the impact of marketing communications in practice. Content within the module will demonstrate the implications for planning and design of various marketing communications strategies. Students will design and apply a communication mix to satisfy stakeholder needs.

Specifically, there is emphasis in this module upon:

  • Encouraging students to think creatively about marketing communications with a range of stakeholders

  • How trends, issues, opportunities, and dilemmas impact on marketing communications

  • What methods can be deployed to effectively communicate through marketing.

Module learning outcomes

A student completing this course unit should have:

  • Appreciation of the development and the various reasons for interest in IMC and a consideration of which elements of marketing communications should or need to be integrated.

  • An understanding of how to develop a Marketing Communication Plan that acknowledges trends, issues, opportunities, and dilemmas.

  • Knowledge regarding the range, scope, methods, and underpinning theories of marketing communications. This knowledge will be gained through an introduction to various marketing communications methods such as advertising; public relations; sponsorship; user generated content; sales promotion/brand experience; digital and interactive media.

  • An understanding of the role that marketing communications plays in influencing our thoughts and behaviour

Students will also be given the opportunity to practise the following skills:

  • Demonstrate critical analysis of the ability to identify micro and macro factors affecting marketing communications decisions.

  • Demonstrate the ability to obtain and organise information from a wide range of source materials.

  • Navigate group work in an effective and productive manner.

  • Develop presentation skills through presentation of their work to a group of peers.

  • Demonstrate Ability to obtain and organise information from a wide range of source materials

Module content

Indicative content:

  • Introduction to Integrated Marketing Communication (IMC)

  • Marketing communications: strategies and planning

  • Introduction to the marketing communications mix

  • The role of advertising in marketing communications

  • Public relations methods for marketing communications

  • Sponsorship theories and approaches for marketing communications

  • Sales promotions and the brand experience for marketing communications

  • The importance of the message and credibility in marketing communications

  • Application of user generated content for marketing communications

  • The role of digital and interactive media for marketing communications

Indicative assessment

Task % of module mark
Essay/coursework 70
Groupwork 30

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 70
Essay/coursework 30

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Fill, C. and Turnbull, S., (2019). Marketing communications: touchpoints, sharing and disruption, 8th edition, Pearson Education Limited UK.


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.