School of Business and Management

BUSM024 International Marketing Communications

BUSM024 International Marketing Communications


2 (2017/18)

Module Organiser

Dr Amy Rungpaka Hackley


It is critical that resources allocated to marketing communication tools are used effectively. In order to achieve this, a thorough understanding is required of the marketing communications strategic planning process.  Relevant issues include the role of marketing communication tools in influencing brand choices, how they could be used effectively to deliver a promotional message and how to identify the media strategy that will not only maximise the target audience reached but also increase the likelihood that consumers will process the message and act on it. This module is designed to provide students with a framework for understanding marketing communications at a strategic level within various contexts.  The module introduces students to the concepts, issues, theory and practice of integrated marketing communications using an integrated and theoretical platform for the description and analysis of marketing communications.

The aim of this module is to provide MSc students with a comprehensive framework for understanding Marketing Communications within an international arena. Students are introduced to concepts, issues and the theory and practice of Integrated Marketing Communications (IMC). The objectives are to provide students with an understanding of how Marketing Communications work in practice, taking into account the context (domestic or international), culture, market characteristics, trends, strategic and operational objectives, positioning, planning, implementation and so on.

The module explores Marketing Communications as an evolving category of social communication within a convergent media landscape. A strategic managerial perspective is taken to generate insight into the development of Marketing Communications and the roles and processes so entailed. The consumer perspective is also considered in the light of Marketing Communications’ role as a vehicle for cultural meaning. Media consumption issues are also important to consider given the rapid growth in expenditure on digital (especially mobile) promotional communication. The module takes a multi-disciplinary approach drawing on socio-cultural, psychological and anthropological perspectives.


  • This module will approach Marketing Communications from a multi-disciplinary perspective drawing on socio-cultural, psychological and anthropological theories to impart an appreciation of Marketing Communications as a form of social communication.
  • The module will develop a critical engagement with Marketing Communications as a strategic managerial tool the planning of which is being complicated by trends towards media convergence and audience fragmentation.
  • The module will, in addition to its focus on contemporary Marketing Communications practice, explore Marketing Communications as a feature consumers’ social landscape, taking in social and ethical aspects.   

Learning outcomes

By the end of the module you should:

  • Use appropriate communication frameworks, concepts and theories to analyse the meaning of Marketing Communications campaigns
  • Recognise and evaluate elements of successful Marketing Communications
  • Critically evaluate the social implications of Marketing Communications practices
  • Describe the role of consumer research in the development of Marketing Communications


100% coursework: group presentation 30% (plus an advert and a written report) and individual essay (70%)