Module Guide
Module Title Integrated Marketing Communications
Module Code: B9MK111
Programme: MSc in Marketing
Academic Year: 2025/26
Delivery Mode Full Time
FT/PT:
Lecturer Shaun Hayden MBA CDipAF [Link]@[Link]
Name(s):
Aims
This module will provide students with a comprehensive overview of contemporary
integrated marketing communication in a digital age. It undertakes an examination
of the behavioural foundations underpinning marketing communication and
promotion management, to facilitate an understanding of the planning,
development and evaluation of marketing communications campaigns. Underpinned
by principles of marketing and consumer behaviour theory, this module provides a
strategic approach to managing communications that builds upon a critical
understanding of the promotional mix in the context of emerging technologies. The
strengths and weaknesses of marketing communications channels will be analysed
as well as their suitability and effectiveness.
The module systematically evaluates the principles, methods and strategies of
marketing communications. The role of message content, format and source will be
discussed as well as psychological processes invol advertising, to be able to apply
theoretical knowledge to the reality of developing a campaign and fulfilling a
creative brief. The module leader will endeavour to develop and draw from links
between industry practitioners and DBS to be able to develop a database of possible
real-life case studies to be made available to learners with a view to conducting
specific assignments
Objectives
1 Develop the learners on the marketing communication process in a digital age and Artificial
Intelligence developments
2 Provide learners with a comprehensive view of the challenges that marketers face in an
increasingly fragmented and digital environment, by engaging critically with contemporary
issues and debates in marketing communications such as ethics, alongside broader issues
of marketing in society.
3 Develop learners' original thinking and appreciation of how marketing communications is
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transmitted across a wide range of media by showing critical understanding of the
consumer-based models relating to the development of effective promotional activities in
different scenarios.
4 Engender learner knowledge on marketing communications theories, frameworks and
models and to create an understanding of the processes of planning, developing and
evaluating marketing communications campaigns
5 Provide learners with the skills and tools required to develop creative solutions so as to be
able to apply theoretical knowledge to the reality of developing a campaign and fulfilling a
creative brief.
6 Empower learners to design all stages of a fully integrated marketing communications
campaign.
On successful completion of this module, learners will be able to;
MIMLO 7.1 Critique the evolution, current state and future
challenges of marketing communications across
digital and traditional media
MIMLO 7.2 Critically evaluate the theories, frameworks and
models that inform current understanding of
how marketing communication works, and how
these methods help build customer engagement.
MIMLO 7.3 3 Critically analyse contemporary theory
pertaining to marketing communications in light
of contemporary promotional issues and
challenges.
MIMLO 7.4 Critically assess promotional briefs and
marketing communications campaigns via case
studies and real-life examples.
MIMLO 7.5 Select and evaluate the appropriate promotional
tools to develop creative and effective solutions
for the client and to communicate effectively to a
variety of audiences and/or using a variety of
methods.
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MARKETING COMMUNICATIONS
Introduction
Communications are the essence of all social interactions and a topic of vital interest to
everyone, whether in the fields of business, politics, arts, or indeed personal relationships.
In a commercial environment, effective communications are a core competence on which
the survival and growth of organisations depend. This module aims to introduce participants
to the key components of marketing communications theory; how it is manifested in various
media environments and how it connects with practical applications. Possible careers in the
marketing communications sector are many and varied and so this module can be viewed as
a practical route into marketing management.
This module will provide students with a comprehensive overview of contemporary
integrated marketing and corporate communications, the evolution of the promotional mix,
and the challenges marketers face in an increasingly digital and fragmented post-modern
business environment. This module, underpinned by principles of marketing and consumer
behaviour theory, provides a strategic approach to managing communications that builds
upon an understanding of the promotional mix.
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Module content, organisation and structure Indicative Syllabus
Week Topic
1 Marketing communications (Marcoms) Role and purpose; Reasons for the growing
importance of IMC; The promotional Mix: the tools of IMCNew marketing
communications- social media- Consumer engagement- Ethics and IM
2 The changing consumer and the new behaviours Attitudes- The Consumer Decision
Making Process (CDMP)- The role of IMC in the CDMP- The Digitally Empowered
Shopper- The social consumer in a world of Artificial Intelligence and its
consequences
3 Strategies, objectives and positioning (STP) STP. Marketing communications strategy
the 3Ps of marketing communications strategy Creating competitive advantage
4 Branding & Reputation Introduction to branding- The brand components - The
branding process- The role of marketing communications in branding - Online
branding. The Reputation process.
5 Advertising to a changing consumer Theoretical framework -new advertising- The
customer journey-The use of advertising appeals and executional frameworks-
Building customer relationships - Ethics of Marketing Communications (Marcoms)
6 Research and Creativity (Developing the creative brief) Creative strategies,
researching client requirements Idea generating process
7 Publicity, Public Relations & WOM Online and offline PR tools- Marketing Public
Relations (MPR)- MPR and IMC programmes- Media relations- The PR tool kit-
Publicity- Crises management and damage control 8 Sponsorship tools online and
offline the growth of sponsorship- The role of sponsorship in the IMC process
Evaluating sponsorship opportunities
8 Sponsorship tools online and offline. The growth of sponsorship- The role
sponsorship in the IMC process Evaluating sponsorship opportunities
9 Sales promotions -online and offline .New sales promotions, Managing a sales
promotion, Online sales promotions, social media promotions
10 Direct response online and offline Introduction to direct marketing, Opt-in and
mobile messaging, Managing a direct marketing campaign, Email Marketing and
Automation, Personal selling
11 Exhibitions, Merchandising and Packaging Managing online and offline exhibitions,
Merchandising tools and retail strategies, Introduction to packaging- The
digitalization of packaging
12 Measuring Effectiveness of MarComs - Conventional media and digital
communications
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Reading lists and other information resources
Core Reading:
Percy, L. (2023) Strategic Integrated Marketing, 4th ed. Taylor and Francis Publishing
Supplementary Reading:
Belch, George E. & Belch, Michael A., (2021). Advertising and Promotion: An Integrated
Marketing
Communications Perspective. 12th ed. McGraw-Hill.
Fill, C., and Turnbull, S., (2023). Marketing Communications: fame, influencers and agility.
9th ed.
Pearson.
Module summative assessment strategy
Method of Assessment Percentage Weighting Learning Outcome Being
Assessed
CA1 - Group written report 50% MIMLO 7.1, 7.2, 7.3, 7.4
CA2 - Individual Critical analysis 50% MIMLO 7.1, 7.2, 7.3, 7.4. 7.5
report with oral interview
Group Management
Refer to the College’s Group Work Policy, QAH B.[Link].
Resources
Software or tools required/ useful:
Templates, files, data tables provided by the lecturer:
Generative Artificial Intelligence Assessment Scale
Can generative AI be utilised in this assignment? Yes
1 2 3 4 5
NO AI AI-ASSISTED AI-ASSISTED AI TASK COMPLETION, FULL AI
IDEA EDITING HUMAN EVALUATION
GENERATION
AND
STRUCTURING
The AI can be used AI can be used to AI is used to complete AI should be
assessment is in the make improvements certain elements of the used as a
completed assessment for to the clarity or task, with students ‘co-pilot’ in
entirely brainstorming, quality of student providing discussion or order to
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without AI creating created work to commentary on the AI- meet the
assistance. This structures, and improve the final generated content. This requirement
level ensures generating ideas output, but no new level requires critical s of the
that students for improving content can be engagement with AI- assessment,
rely solely on work. created using AI. generated content and allowing for
their No AI content is AI can be used, but evaluating its output. a
knowledge, allowed in the your original work You will use AI to collaborative
understanding, final with no AI content complete specified approach
and skills. submission. must be provided in tasks in your with AI and
AI must not be an appendix. assessment. Any AI enhancing
used at any created content must creativity.
point during be cited. You may use
the AI
assessment. throughout
your
assessment
to support
your work,
and do not
have to
specify
which
content is
AI-generated
Evidencing GenAI Usage
You are allowed to use generative AI, as described on Scale Level 4 in this assignment (refer
to GenAI Scale above and Grade Rubric below), you should clearly explain how it supported
your work using the PAIR framework:
● Problem - what task or question you were trying to address
● AI - which AI tool(s) you used and why
● Interaction - how you used the tool (e.g. prompts, iterative refinement, evaluation of
outputs, and evidence of validating results against reputable sources.
● Reflection - what you learned, including the strengths and limitations of the AI
output
Refer to the PAIR framework template for structure and guiding questions.
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General Requirements for Students:
1. All assignments must be submitted no later than the stated deadline (date and
time).
2. Assignments submitted after the latest deadline specified (including any approved
extension deadline) are considered late and penalised according to the Quality
Assurance Handbook (QAH) Part B Section [Link] as follows:
a. A penalty of 2 marks will be applied per day or part thereof (including weekends and
public holidays) for an ongoing failure to submit beyond the submission deadline.
b. An examiner has the right to refuse to mark the assignment if the submission
instructions have not been observed.
c. Where a late assessment is submitted within 14 days of the deadline, and is of a
passing standard, the late penalty is capped (such that the minimum grade that can
be awarded is 40% for the late submission).
d. Where a late assessment is submitted more than 14 days after the deadline, it will
receive 0%. The lecturer may, at their discretion, review the submission for
feedback.
e. Where the assessment is undertaken in a group, the piece of work should be
submitted in its complete entirety, and any penalty for late submission incurred
applies to all group members.
2. Extensions to assignment submission deadlines will not be granted, other than in
exceptional circumstances. To apply for an extension please go to
[Link] and open a ticket.
3. All relevant provisions of the Assessment Regulations must be complied with (see
QAH B.5).
a. Students are required to refer to the assessment regulations in their
Programme Handbook, and on the Student Website.
b. Dublin Business School penalises students who engage in academic
impropriety (i.e. plagiarism, collusion and/or copying, ghost writing/ essay
mills, improper use of Generative Artificial Intelligence software).
i. Refer to the College’s Generative AI Guidelines HERE for further
information.
c. Guides on referencing are available on the Library website:
[Link]
d. Text-matching analysis software is integrated in Moodle to generate a
report regarding the degree of text-matching in a submission.
4. Students are required to retain a copy of each assignment submitted, until the
issuing of a transcript indicating the mark awarded and the closure of the Appeal
period (2 weeks following the release of final results).
a. Results can only be appealed following the release of final results, and the
Appeal form must be submitted to the Exams Office within the Appeal
period.
b. An appeal must be based on valid grounds (see the Appeals Policy QAH
B.3.5), dissatisfaction with a grade is not sufficient grounds for an appeal.
c. Assignments must be appropriately packaged and presented.
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d. All assignments should be submitted to your subject/course page on Moodle
by the deadline date.
e. Where a submission involves digital media (i.e. formats other than Word,
PowerPoint or PDF), it is the submitting students’ responsibility to ensure
the media is appropriately labelled, fully working and they must retain a
copy.
f. Components of an assessment which are not included in the final
submission cannot normally be subsequently accepted for grading. It is the
student’s responsibility to ensure their file is uploaded correctly.
g. Include an electronic cover sheet with the following details to the front of
the assignment (see below)
5. Assignments that breach the word count requirements will be penalised. There is a
10% discretion, either way, applicable in terms of word count.
6. When you submit your assignment, you will be asked to click on a button which will
declare the following:
By ticking this box, I am confirming that this assignment/exam is all my own work. Any
sources used have been referenced.
I have read the College rules regarding plagiarism in the QAH Part B Section 3 and
understand that penalties will be applied accordingly if work is found not to be my own. All
work uploaded is submitted via Turnitin, whereby a text-matching report will show any
similarities with other texts.
Accessibility Considerations
Students with a PMC or other accessibility needs should contact Student Services to arrange
reasonable accommodations. Any accessibility issues related to format, technology, group
work, or AI use should be raised as early as possible.
Alternative formats or approaches may be considered where they meet the same
learning outcomes and assessment criteria.
Assignment Cover Sheet
Please fill out and insert as the first page of any essay-style Assignment.
Student Name(s) and Number(s) as per student card (s):
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Programme:
Lecturer Name:
Module/Subject Title:
Assignment Title:
No of Words:
By submitting this assignment, I am/ we are confirming that:
This assignment is all my/our own work;
Any sources used have been referenced;
I/we have followed the Generative AI instructions/ scale set out in the Assignment
Brief;
I/we have read the College rules regarding academic integrity in the QAH Part B
Section 3, and the Generative AI Guidelines, and understand that penalties will be
applied accordingly if work is found not to be my/our own.
I/we understand that all work uploaded is submitted via Ouriginal, whereby a text-
matching report will show any similarities with other texts.
Note: Technical support is available to students between 0830- 2000 hrs (Mon-Fri), 0930-
1630 (Sat) only. There is no technical support after 2000 hrs. It is your responsibility to
ensure that you allow time to troubleshoot any technical difficulties by uploading early on
the due date.
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