MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Integrated Marketing Communication & Advertising

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
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.


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 following:
a. The objectives and limitations of marketing, advertising, and public relations; 
b. The importance of building an integrated marketing communications strategy;
c. The role of integrated marketing communications on brand building and reputation;
d. The influence of different media on strategies and tools;
e. The influence of the global environment on communications, strategy, and brand building
2. Develop the following IMC-specific skills:
a. Develop creative communication strategies for products and services;
b. Critically appraise integrated marketing communication and advertising campaigns
3. Develop the following employability/ transferable skills:
a. Ability to critically analyse and evaluate business problems;
b. Work effectively as part of a team;
c. Demonstrate ethical and creative problem solving

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

Examination (70%)

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


Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

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). 


Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Independent study hours
Independent study 118

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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