MKT3004S Integrated Marketing Communications

Academic Year 2021/2022

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

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.

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
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


Assignment: Main Assignment Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
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.

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 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
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Dennis Toh Tutor
Markus Vanharanta Tutor
Siti Zarifah Tutor