Module manager: Mark Mills
Email: m.j.mills@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2026/27
This module is not approved as a discovery module
This module introduces students to the strategic coordination of a range of marketing communication channels including advertising, public relations, sales promotion, personal selling, and digital. Students will learn how to plan, implement, and evaluate communication strategies that create maximum impact across multiple channels. Drawing from marketing, consumer behaviour, and communications theory, the module equips students with the skills to develop tailored marketing communication campaigns that connect with audiences and support a broad range of organisational objectives. The module builds on students’ initial understanding of marketing by moving from core principles to the practical application of targeted communication planning. It also encourages students to consider how social, cultural, and psychological factors influence messaging and audience engagement. The skills and concepts developed here form a strong foundation for more advanced study in areas such as branding, digital media, sales communication, stakeholder engagement, and strategic planning, where integrated approaches to marketing communications are explored in greater depth. By the end of the module, students will be able to design coherent, audience-focused communication strategies that reflect both theoretical principles and practical demands. This will prepare them to apply these skills across a broad range of marketing contexts as they progress through the programme.
This module provides students with essential insights into Integrated Marketing Communications (IMC) from both academic and industry perspectives. Students will examine the full spectrum of marketing communication tools and learn what drives the success of impactful IMC campaigns.
Key objectives:
- Understand the role of IMC in building brand value and audience engagement
- Explore how to coordinate multiple communication channels into a unified strategy
- Apply IMC theory to real-world planning, management, and campaign execution, with ethical considerations integrated throughout
- Analyse and evaluate the effectiveness of IMC programmes in diverse sectors
On successful completion of the module students will be able to:
1. Identify and explain the different facets of Integrated Marketing Communications (IMC), including advertising, public relations, sponsorship, and digital.
2. Apply key communication and marketing theories to support effective decision-making in IMC planning
3. Evaluate the effectiveness of integrated communications campaigns, using appropriate metrics and analysis techniques
4. Understand how global, local, and cultural factors influence IMC strategies and message delivery
5. Recognise and address ethical considerations in marketing communications, including social responsibility, transparency, and consumer protection techniques
On successful completion of the module students will be able to demonstrate:
a) Commercial Awareness: Understand how IMC contributes to business objectives, market positioning, and competitive advantage
b) Critical Thinking: Students analyse consumer behaviour, ethical dilemmas, and market data to propose responsible, evidence-based campaign strategies.
c) Creativity and Innovation: Students design imaginative, audience-focused campaigns using integrated communication strategies across digital, print, and social platforms.
d) Identifying Opportunities: Learners assess communication gaps and market needs to create value-driven IMC strategies for brands, products, or social causes.
Indicative content:
1. Introduction to IMC
2. The Marketing Communications Process
3. Consumer Response to Marketing Communications
4. Advertising and Creativity
5. Sales Promotion
6. Public Relations
7. Sponsorship
8. Digital Communications
9. Marketing Communications: Global Factors
10. Marketing Communications: Ethical Considerations
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 2 | 20 |
| Seminar | 10 | 1 | 10 |
| Private study hours | 170 | ||
| Total Contact hours | 30 | ||
| Total hours (100hr per 10 credits) | 200 | ||
To support the development of students’ assignments, they will be given the opportunity to submit a one-page overview of their assignment plan partway through the module. This draft will receive individual written feedback from the module leader, allowing students to refine their focus, strengthen their structure, and address any areas of concern ahead of the final submission. This formative feedback is designed to build confidence and improve academic performance through early, personalised guidance.
To enhance formative feedback further, a dedicated seminar will be delivered as an assignment workshop, providing students with the opportunity to present and discuss their assignment plans. Through a structured peer review process, students will give and receive constructive feedback on their ideas, structure, and approach. This encourages critical reflection, improves academic writing, and supports the development of evaluative and communication skills in preparation for the final submission.
Alongside this, students will be able to email the teaching team for feedback, and they will also be invited to contact the lecturer to arrange one to one meetings outside of timetabled lectures and seminars to gain more specific support for any areas of concern.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | 3000-word individual report | 100 |
| Total percentage (Assessment Coursework) | 100 | |
The student will be provided with a detail case study of a real-world organisation and be asked to create an integrated marketing campaign, which will align with a current organisational objective. The assessment will provide the student with the opportunity to exhibit a range of theories/concepts/frameworks that have been taught within the module and apply these to a practical context. The resit for this module will be 100% by 3,000 word individual report.
Check the module area in Minerva for your reading list
Last updated: 30/04/2026
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