Unit 23:  Integrated Marketing Communications

Unit code                           L/508/0535

Unit level                           QCF Level 5/ NFQ Level 6/7

Credit value                       15


This unit is designed to develop students’ knowledge and understanding of marketing communications and the techniques used. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real- world examples, including promotions that they are likely to encounter in their daily lives.

An organisation may create and develop a revolutionary new product or service. However, they need to use the most appropriate methods of promoting it to their target audience – this is the role of marketing communications. We encounter hundreds of promotions every waking day of our lives and the challenge for marketers is to be able to cut through the multitude of communications to deliver and reinforce the association with the brand.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities, whether setting up their own business or employed by an organisation.

Learning Outcomes

By the end of this unit a student will be able to:

  1. Evaluate different marketing channels and how they serve communication objectives.
  2. Devise communication objectives and justify appropriate channel selection and integration.
  3. Design and produce content appropriate to the channel and communication objectives.
  4. Demonstrate the ability to critically evaluate a case study involving communication strategy, channel choice and creative content.