Integrated Marketing Communications
6 Credits (ECTS)
Integrated Marketing Communications
Get 70% back via Tax Credit
€613 refund on this module
Module Description
This module offers a comprehensive exploration of Integrated Marketing Communications (IMC), emphasizing the strategic integration of various communication tools to convey a cohesive message and influence customer perceptions and behavior.
Students will learn to combine marketing strategies with consistent messaging across diverse communication platforms, ensuring alignment with broader business objectives.
By studying IMC within the context of a larger business strategy, students will gain a deeper appreciation for its role in driving organizational success and enhancing brand effectiveness.
Through practical case studies and hands-on exercises, students will develop the skills and insights necessary to design, implement, and evaluate integrated marketing communication campaigns that resonate with target audiences and deliver tangible results.
Overall, this module equips students with the knowledge and tools to harness the power of IMC as a strategic driver of marketing excellence and competitive advantage in today’s dynamic marketplace.
Entry Requirements
Candidates who apply for this course must possess one of the following:
- a Level 6 degree;
OR
- a Level 5 diploma or higher diploma and 5 years’ work experience in a supervisory or managerial role.
Preference is given to applicants having a Level 6 degree in a discipline related to the study programme and a minimum of 3 years’ work experience in management.
Target Audience
This course is targeted at management professionals with supervisory and/or middle management experience such as:
- Operations Manager/ Coordinator
- Financial Manager
- Supply Chain Manager
- Shop Floor Manager/ Supervisor
- Marketing and Sales Manager
- Services Manager/ Supervisor.
- Retail Managers/ Supervisors
- Transport Managers
- Maintenance Managers
- Marketing Managers
The target group focuses primarily on people already employed within supervisory and managerial roles who wish to have a more thorough background in the subject in order to progress further in their careers.
Career Paths
The programme aims to prepare you for senior posts such as that of General Manager, Head of Department or Director of any organisation, both in the private and public sector.
How you’ll be assessed
The course comprises:
- Evening classes for part-time courses.
- Classes held throughout the day for full-time courses.
- Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
- Self-study hours comprising research, reading and assignment work.
Assessment
Assessment is carried out via two mandatory components:
- Modular Assessment
- Dissertation Assessment
The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.
Additional Info
Upon successful completion of this course, students will be eligible for a 70% refund of the cost through the ‘Get Qualified’ scheme.**
Due to the modular structure of the course, you may also opt to take individual modules as stand-alone. The entry requirements still apply.***
*Prices are applicable to students who reside in Malta at the time of applying.
**Terms and conditions apply.
Learning Outcomes
Competences:
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Critically evaluate and link the theoretical perspectives around IMC to the theories of communication.
- Critically analyse the content and effect of specific IMC within a firm’s programme.
- Critically analyse the processes of planning, developing and evaluating IMC campaigns.
- Critically analyse the ethical issues associated with communications, and the interrelationships with media, culture and society.
- Plan IMC campaigns involving a diversity of media, platforms and formats that propose a unified message to a diversity of target audiences.
- Critically evaluate the effectiveness of integrated marketing communications campaigns and implement actions (inspired from theory) to correct IMC performance.
Knowledge:
At the end of the module/unit the learner will have been exposed to the following:
- Evaluate the critical nature of IMC and its key elements.
- Critically analyse the importance of integration to the effectiveness and success of marketing campaigns.
- Critique marketing campaigns in the selected sectors for the implementation of their communications strategies.
Indicative content:
- Introduction to Integrated Marketing Communications (IMC)
- IMC and Media Industry
- IMC Strategy Planning
- IMC Platforms and Media Planning
- IMC Marketing Campaigns
- Changing communications environment
Skills:
At the end of the module/unit the learner will have acquired the following skills:
- Critically analyze and apply the strategic plans for IMC.
- Critically assess IMC media and creative executions.
- Apply a range of IMC activities related to reach agreed goals.
- Critically analyse the application of processes by which IMC can be (dis)integrated and the impact this (dis)integration has on the effectiveness of communications and marketing.
- Apply IMC theory and principles in the planning and execution of IMC campaigns and programmes.
Judgment Skills and Critical Abilities:
The learner will be able to:
- Collect, analyze and interpret data/information to support arguments, apply ideas and develop IMC plans and briefs.
Module-Specific Communication Skills:
The learner will be able to:
- Express personal ideas and analytical ability in the presentation of IMC briefs.
Module-Specific Learner Skills:
The learner will be able to:
- Use personal reflection to analyse the key concepts and debates around IMC.
- Undertake independent and self-directed study through primary and secondary research.
- Engage critically and analytically with IMC-related literature.
Module-Specific Digital Skills and Competences:
The learner will be able to:
- Source, critically review and implement theory in developing improved online IMC involving of social media engagement and corporate webpages.
- Utilise tools such as Google Analytics and Mention to execute module related assignments.
- Navigate through the online learning platform to find assignments, discussion boards, literature, tutorials etc