MKT3004S Integrated Marketing Communications

Academic Year 2023/2024

This module provides a foundation in the fundamental skills required to conceptualize, produce, and deliver communications in both online and offline media, taking into considerations customers’ omni-channel journeys. The module is designed to help students create compelling integrated digital marketing communications campaigns and evaluate tools and their relevance to achieving marketing objectives.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

On completion of this module students will be able to: Understand the omni-channel customer journey and the marketing mix needed to support traditional, digital and combined buying cycles. Critically appraise the range of digital communications options, in particular the social and mobile tools, available for achieving marketing objectives. Apply key strategies to the development of a digital communications plan. Understand the key trends in the evolution of social and mobile marketplaces.

How will I learn?

Student Effort Type	Hours
Lectures	20
Specified Learning Activities	85
Autonomous Student Learning	102
Total	207

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Examination: Examination	2 hour End of Trimester Exam	No	Graded	No	60
Assignment: Main Assignment	Varies over the Trimester	n/a	Graded	No	40

Carry forward of passed components
No

What happens if I fail?

Remediation Type	Remediation Timing
Repeat	Within Two Trimesters

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Associated Staff

Name	Role
John Paul Donnelly	Lecturer / Co-Lecturer
Dr Marija Grishin	Lecturer / Co-Lecturer
Chin Choo Ong	Lecturer / Co-Lecturer
Paramesvaran Alahakone	Tutor
Dr Christina Burke	Tutor
Ms Susan Calderon Urbina	Tutor
Ms Michele Connolly Doran	Tutor
Mrs Edna Eugenia Da Silva	Tutor
John Paul Donnelly	Tutor
Mr J.P. Donnelly	Tutor
Dr Esther Hennchen	Tutor
Shirley Ho	Tutor
Robert Kreuzbauer	Tutor
Timotheus Lee	Tutor
Mr Mahabubur Rahman	Tutor
Rachel Sim	Tutor
Moses Simon	Tutor
Chee Shong Tan	Tutor
Charlene Tan Puay Koon	Tutor
Dennis Toh	Tutor
Markus Vanharanta	Tutor
Siti Zarifah	Tutor

When is this module offered?


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