MSc Marketing / Course details
Year of entry: 2021
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Course unit details:
Integrated Marketing Communication & Advertising
|Unit level||FHEQ level 7 – master's degree or fourth year of an integrated master's degree|
|Teaching period(s)||Semester 2|
|Offered by||Alliance Manchester Business School|
|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.
- Introduce students to the theory and practice of integrated marketing communications;
- 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.
Teaching and learning methods
Formal Contact Methods
Minimum Contact hours: 20
Delivery format: Lecture and Workshops
Group Project (30%): A group project which is presented via a 10-minute group presentation plus 5-minute question and answer session. PowerPoint slides (one submission per group with no longer than 15 slides) including speaker notes (with no more than 2,000 words) must be electronically submitted before the presentation via Blackboard
Written, verbally during class and via Blackboard.
De Pelsmacker, P., Geuens, M., and Ven Den Bergh, J. (2018). Marketing Communications: A European Perspective. 6th Edition. ISBN: 978-1-292-13576-2 (print) and 978-1-292-13580-9 (eText).
|Scheduled activity hours|
|Assessment written exam||2|
|Independent study hours|
|Dawn Holmes||Unit coordinator|
Informal Contact Method
Online Learning Activities (blogs, discussions, self-assessment questions)