Integrated Marketing Communications

MQF Level 7

6 Credits (ECTS)

Integrated Marketing Communications

October 2024
Module Type
ECTS Credits
6 Credits (ECTS)
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€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; 


  • 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. 

Module / Unit Instructions

The proposed structure comprises a blended approach promoting the building of a community of practice via peer-to-peer learning. The structure uses primarily two dimensions of teaching-learning modes:

1. Face-to-face sessions: 18 hours

2. Online Learning Activities: 12 hours

Face to Face sessions

Face-to-face sessions include lectures, tutorials, discussions, presentations and workshop activities promoting peer-to-peer learning.

Online Learning Activities

Online learning activities incorporate tutorials and asynchronous discussions. These may consist of active interaction, participation and contributions in fora discussions, sharing resources and self-reflection exercises.

Learners also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.

The tutor provides continual support during both teaching -learning modes by providing information, readings and tasks relevant to the module in question.

The tutor provides continuous formative feedback as an on-going guidance during the student’s learning experience in preparation for their summative assessment.

How you’ll be assessed

Assessment of each module consists of two assignments, each carrying a weighting as below:

a) One Formative assignment carries 20% of total module mark achieved. b) One Summative assignment carries 80% of total module mark achieved.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in both the formative and the summative assignment.

The overall grade achieved for each module is calculated as the sum of: · 20% of the mark achieved for formative assignment; and · 80% of the mark achieved for the summative assignment.

All assignment tasks of both formative and summative assessment aim to provide the learner an opportunity to produce evidence of his/her competences aligned to the learning outcomes of each individual Module.


a) Formative assessment tasks are provided in the form of structured online discussions that support learners in their development throughout all of the modules studied.

Such discussions are facilitated and monitored by lecturer who provides students with constructive feedback to help them improve and prepare for summative assignment and dissertation.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in the formative assignment.

Formative assessment tasks will contribute to the student’s final mark to acknowledge their work and give chance to improve.

This method allows students to also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.

b) Summative assessment is done via one assignment at the end of each module. The mode of assessment varies and may include in-class assignments, and home-based written assignments.

The recommended assessment tool for this module is an essay title or case studies based on relevant real-life scenarios.

Word count range: 3000 ± 10% For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in summative assignment.


Module Intake Dates

October 2024

Additional Info

Reading for the entire Master of Science (M.Sc.) in Management as presented in this brochure costs €9,775.*  

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.  

*** For the price of individual modules, please contact the IDEA Academy team.  

Learning Outcomes


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.


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


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
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