MSc Marketing / Course details

Year of entry: 2024

Course unit details:
Integrated Marketing Communication in a Digital Environment

Course unit fact file
Unit code BMAN60222
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Available as a free choice unit? No


This course explores traditional and contemporary perspectives on integrated marketing communications and advertising, with a particular focus on how persuasive communication might influence the judgments, attitudes and behaviour of audiences.


BMAN60222 Programme Req: BMAN60222 is only available as an elective to students on MSc Marketing


1. Introduce students to the theory and practice of integrated marketing communications;
2. Emphasise the increasingly complex and global context for IMC in order to demonstrate the links between marketing, advertising, and public relations centring on brand development and management.

Learning outcomes

By the end of the course students should be able to:

1. Demonstrate knowledge and understanding of the contemporary marketing communications environment, including the opportunities and challenges posed by digital technologies.[A1]

2. Critically evaluate and analyse given marketing communications situations and apply knowledge of a range of integrated marketing communications theories to suggest creative and feasible solutions.[A1]

3. Describe the strategic value of a range of marketing communications tools and demonstrate how they can be integrated to produce an effective marketing communications campaign.[A5]

4. Work in a group to develop an integrated marketing communications plan. [C3]

5. Communicate academic and applied knowledge, concepts and ideas professionally and creatively. [D1]

6. Engage in successful teamwork in remote settings by mastering use and communications through one of the videoconferencing tools, such as Microsoft Teams. [D3]

7. Reflect on the learning experience developing an integrated marketing communications plan [D8]

8. Identify the benefits of Owned, Paid and Earned digital media [A6]

9. Acknowledge the importance of corporate social responsibility and sustainable marketing for businesses and understand how this needs to be embedded in digital marketing strategies and practices Show understanding and appreciation of how automation is applied in digital marketing [B6]


Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 30 

Delivery format: Lectures

Assessment methods

Individual coursework (50%):  2,000 word essay

Group Project (50%): A group project which is presented via a 10-minute group presentation plus 5-minute question and answer session (assuming f2f presentations are feasible (the presentation format may be adjusted if necessary to take into account any new restrictions/circumstances in place).  PowerPoint slides including speaker notes must be electronically submitted before the presentation via Blackboard


Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.
Fill. C. & Turnbull, S. (2019). Marketing Communications: touchpoints, sharing and disruption, 8th Edition, Pearson.


Study hours

Scheduled activity hours
Lectures 30
Independent study hours
Independent study 120

Teaching staff

Staff member Role
Dawn Holmes Unit coordinator

Additional notes

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)

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