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Integrated Marketing Communications Explored

  • Delivery:

This Build your own MA (BYOMA) short course has been designed not only to improve your professional expertise, but also your critical thinking of the main disciplines of integrated marketing communications.

You will explore both the benefits and tensions of holistic delivery in an increasingly converged environment – how theory informs practice, and how successful campaigns are created; assess the disruptive effect of digital and social media on established planning approaches; you will better appreciate the internal and external demands and tensions that organisations face in producing effectively coordinated campaigns for B2C, B2B and non-profit sectors; and develop skills in evaluating clients’ real life strategies and execution.

Online, offline, above the line or below – do these name tags really matter anymore? Surely marketing communications ‘in the round’ is what we should be seeking to achieve – talking to customers in a way that makes sense to them and is cost-effective for the organisation? Or is integrated marketing communications simply a hollow illusion, more often than not ill conceived and poorly delivered? And if so, why? Throughout this short course all of these questions will be explored.

This course allows you to develop an assignment topic based on your own personal or academic interests, by using online and face-to-face interaction. This will enable your knowledge and confidence to build and therefore succeed in the converging new world of marketing communications.

This short course examines theoretical perspectives relating to the study of integrated marketing communications and relationship marketing in the context of brand development across all platforms. It then proceeds to examine the individual marketing communication tools which contribute to integrated marketing communications, with the exception of advertising.

See more course details.

Key information

Next start date:

17-18 May 2019, 15-16 May 2020


Bournemouth University, Lansdowne Campus


Two-day creative retreat followed by seven weeks of online learning

Entry requirements:

This course is open to media professionals with an undergraduate degree and the required work experience in a relevant industry and to non-graduates with significant and relevant work experience who can demonstrate an ability to both complete and benefit from the course. If English is not your first language you'll need IELTS 7.0 (Academic) with minimum 6.5 in writing and 6.0 in the other 3 components or equivalent. For more information check out our international entry requirements.

Course details

Integral to our courses is the belief that people improve their professional practice by taking time out to reflect on and reassess what they currently do in the workplace and by sharing their real life experiences with the other like-minded professionals. As a result, each course is unique and geared to the experiences of the individuals that are participating, which may result in the course content altering slightly from course to course.

This short course will examine topics such as:

  • Integrated marketing communications: conceptual alternative frameworks
  • Critical assessment of the benefits and tensions of IMC
  • Responsible and ethical marketing communication, including privacy/intrusion issues
  • The value and impact of customer databases for improved targeting, relevance and payback
  • The changing promotional landscape and the implications for communications with customers and channels in the digital age
  • Characteristics / application / management / metrics and contribution to marketing communications related to direct, digital, social & database marketing; customer relationship marketing; sales promotion; public relations; sponsorship; personal selling
  • Broadscale, personalised and interactive media options used by these disciplines to deliver communication to defined target audience
  • The formulation and successful delivery of integrated marketing communications plans from objective setting to budget justification and campaign evaluation
  • Working with agencies and other suppliers, including outsourced service providers such as contact centres
  • Selecting/Briefing/Evaluating both specialist and integrated agencies
  • Effective teamwork and presentation skills
  • Preparing case study proposals to demonstrate the written capability of convincing management of strategic analysis / recommended solutions/investment.

Programme Specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

View the programme specification for Build Your Own MA (BYOMA) – Media Short Course Framework (pdf 440kb).

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

How you study

Designed to be flexible to the needs of working professionals, this course minimises your time away from the workplace. You just need to join us for a two day creative retreat, typically a Friday and Saturday in Bournemouth, which kick starts the course and gives you a chance to meet your fellow students and engage with the academic team. It will be an intensive two days but a valuable learning experience, giving you the opportunity to share ideas with like-minded professionals.

The retreat provides a firm foundation for the following seven weeks during which you will further develop your knowledge and explore the concepts in more detail - using our online learning environment and discussion forums. The supported online study helps to prepare you for the academic assignment (equivalent to 5000 words), the specific subject matter and content of which is determined by your interests and professional context. On successful completion of this assignment you will be awarded 20 academic credits (level 7 - Masters/Postgraduate level) which you can use to build your own tailored postgraduate qualification by undertaking other Build Your Own MA (BYOMA) media short courses.

With BYOMA courses available in the areas media management, creative media, journalism, computer animation, marketing communications and creative education, you can mix and match courses to suit your own needs and interests. Complete three of these courses (60 level 7 credits) to achieve a Postgraduate Certificate, six courses (120 level 7 credits) for a Postgraduate Diploma or go on to take the Masters Project (40 level 7 credits) and Exhibition (20 level 7 credits) for a full Masters (180 level 7 credits).

Additional Information