This module aims to develop students’ knowledge and understanding of the formulation, integration, and implementation of marketing communication strategies. It seeks to enable students to critically appreciate managerial decision-making in marketing communications across diverse organisational and market contexts, while recognising the interdependent nature of the communication mix. The module also aims to introduce students to AI-empowered marketing communication practices, equipping them to apply data-driven and technology-enabled approaches to campaign planning, execution, and evaluation in an ethical and strategically informed manner.
On successful completion of this module, students will be able to: (A) Demonstrate understanding of the key principles, concepts, and strategic significance of integrated marketing communications in contemporary marketing practice. (B) Apply relevant theoretical frameworks and concepts to the planning, management, and interpretation of marketing communications activities. (C) Analyse marketing communication challenges, target market requirements, and the role of the communications mix in developing appropriate responses. (D) Evaluate the contribution of digital, data-driven, and AI-enabled tools to integrated marketing communications, including their practical and ethical implications. (E) Create integrated marketing communication proposals that address specified marketing problems through informed and strategically coherent decision-making.
This module adopts a range of teaching and learning methods to support engagement with key concepts and their practical application. These include lectures, student-led seminars, case studies, guest lectures, and field study. Directed learning will be supported through web-based research, selected texts, academic journals, and contemporary media sources. Independent study will be encouraged to extend learning and complement collaborative activities. Student-led seminars will foster peer learning through the exchange of ideas and experience. The module will also include AI-assisted or AI-enhanced tasks, such as poster design and related creative activities, to develop students’ digital capability, creativity, and applied marketing communication skills.