Full Title:Integrated Marketing Communications
Language of Instruction:English
Module Code:HOSP B8Z02
 
Credits: 5
Valid From:Semester 1 - 2014/15 ( September 2014 )
Module Delivered in No Programmes
Module Description:This module will provide the learner with the knowledge of how to provide consistent brand messages via their marketing communications strategy. It will evaluate the marketing opportunities provided by both online and offline communication tools while appraising their performance.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Evaluate the marketing opportunities and appraise the performance provided by online and offline communications tools.
  2. Appreciate and apply the elements of the communications mix within the marketing strategy.
  3. Analyse and evaluate the impact of branding in the integrated marketing strategy.
  4. Demonstrate how the range of digital marketing tools can be integrated into the communications strategy.
  5. Construct a comprehensive, integrated marketing communications plan.
 

Module Content & Assessment

Indicative Content
Introduction to Marketing Communications
Introduction to the elements of marketing communications.
The Marketing Remix
Introduction to the marketing mix and its application in business.
Brands & Brand Relationships
Brand concepts, relationships and management.
Brand Communications
Building of a brand using appropriate communication strategies and tools.
Digital Marketing
The use and adoption of digital technologies and platforms to enhance the marketing opportunities of the organisation, e.g. Mobile, Social Media, SEM & CRO, E-mail Marketing and Analytics.
Integrated Marketing Planning
The creation of a comprehensive, integrated marketing plan within the context of the business environment.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Project Project will involve creating an integrated marketing plan for a business. 1,2,3,4,5 40.00 0 0 Week 10 0
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Formal Exam End-of-Semester Final Examination 1,2,3,4 60.00 0 0 End-of-Semester 0
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Interactive lectures using a variety of classroom assessment techniques 2.00 Every Week 2.00
Practical Practical laboratory based class. 2.00 Every Week 2.00
Directed Reading Readings as directed to supplement lecture material. 2.00 Every Week 2.00
Independent Study One hour of independent study will consist of online facilitation. 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Interactive lectures using a variety of classroom assessment techniques 2.00 Every Week 2.00
Practical Practical laboratory based class. 2.00 Every Week 2.00
Directed Reading Readings as directed to supplement lecture material. 2.00 Every Week 2.00
Independent Study One hour of independent study will consist of online facilitation. 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
Resources
Recommended Book Resources
  • Chaffey D. and Smith, P. R. 2012, EMarketing Excellence : Planning and Optimizing Your Digital Marketing, 4th Ed., Routledge
  • Grappone J. and Couzin G. 2008, Search Engine Optimisation, Wiley
  • Chaffey, D. 2011, E-Business and E-Commerce Management: Strategy, Implementation and Practice, 5th Ed., Prentice Hall
  • Ouwersloot, H., Duncan, T. 2008, Integrated Marketing Communications, European Edition Ed., Mc Graw Hill [ISBN: 9780077111205]
Supplementary Book Resources
  • Masterman, G. & Wood, E. 2006, Innovative Marketing Communications - Strategies for the Events Industries, 2nd Edition Ed., Elsevier [ISBN: 0-7506-6361-8]
  • Meerman Scott D. 2011, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases and Viral Marketing to Reach Buyers Directly, 3rd Ed., Wiley
  • Solis B. 2011, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley
This module does not have any article/paper resources
Other Resources