Unit Information Form (UIF)UIF0708
The UIF provides essential information to students, staff teams and others on a particular unit. Please refer to the University’s Guidance notes on Unit Information Forms before completing the details below
SECTION 1 - Changes made to Section 1 of the UIF will require Faculty level approval. If substantial changes to Units/Courses are required, consult with Sub Dean (Quality Enhancement) for advice
Unit Name Integrated Marketing
Unit Code MAR005-6
Credit Value 15
Location of Delivery Luton Campus
Integrated Marketing is a holistic discipline that involves the whole organisation in developing congruent, sustainable and high-value brand experience for all stakeholders. It is a
response to the fragmentation of the modern large organisation environment and its media that determine higher costs to its stakeholders and a fragmented customer experience. Integrated Marketing extends the concepts of traditional marketing by building on principles and theories of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience. It is a development of the concepts of relationship marketing and CRM, of
organisation change as well as of Integrated Marketing Communications (IMC).
Integrated Marketing proposes three inter-related objectives: 1. A customer experience that satisfies the customer and
feels relevant, congruent and coherent across all touch points/media and builds brand and customer equity. 2. The whole organisation works as an aligned, creative
team, processing smoothly and delivering value to customers, employees, company/shareholders and society.
3. The marketing team, including agencies, harmoniously executes best ideas across the optimum platforms and leads in the development of brand alignment.
In order to do this Integrated Marketing explicitly develops the importance and practice of cultural and organisational
infrastructure for integration. With its practice guidelines, marketers, including direct & interactive marketers,
undoubtedly have the potential to step up to a challenge that amounts to a widening of their responsibility, potential and vision.
The unit therefore provides for critical re-examination of the assumptions of marketing and marketing communications. It invites consideration of the planning, execution and evaluation of brand communications across the entire customer/client interface and the implications for organisational planning and management.
To develop an understanding of Integrated Marketing as a leading marketing thought.
To create opportunities for students to appreciate the wider role of marketing within the modern organisation To facilitate the acquisition of knowledge and
understanding of the challenges of Integrated Marketing in terms of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience
To enable a critical review of assumptions of marketing and marketing communications and understand the pillars of IMC and Open Planning theory and implications
To develop a thorough understanding of the Integrated Marketing process
To examine the importance of evaluation and learning in Integrated Marketing
Core Learning Outcomes
On completion of this unit you should be able to:
To achieve the learning outcome you must demonstrate the ability to:
To develop a critical awareness of Integrated Marketing as a leading marketing thought.
Use an Open Planning approach to evaluation of the organisation’s position (Assessment 2).
To appreciate the wider role of marketing within the modern organisations.
Identify and apply criteria to audit the
organisation’s internal processes and interface with external agencies and publics
To demonstrate acquisition of knowledge and understanding of the challenges of Integrated Marketing in terms of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience.
Adduce evidence of the use of IMC and Open Planning principles in case study analysis and subsequent recommendations(Assessment 1 and 2).
To critically review assumptions of marketing and marketing communications and understand the pillars of IMC and Open Planning theory and implications.
Complete an extended essay examining the literature of one or more elements of integrated marketing e.g. systems thinking, organisational development and linking this to integrated marketing communications (Assessment 1).
5 To work effectively as an individual in relating to and completing tasks.
Submit individual written papers as contributions to formative classroom work 6
To work effectively as a member of the group relating to and competing tasks.
Submit individual written papers as contributions to group-based formative classroom work
To communicate results and findings effectively and present the outcomes in an appropriate manner to the intended audience.
Communicate clearly and competently orally with appropriate visual backup the main points of the written submission (Assessment 2). SECTION 2 - Any changes made to Section 2 of the UIF will normally require Faculty level approval
Period of delivery February to June
(10 notional learning hours = 1 credit)
Activity Notional Learning Hours
Lectures 10 Seminars/tutorials 20 Lab/Field work Workshops Rehearsals Assessment 30 e-learning Self-directed study 60 Group work 30 Other (specify) Total 150 Approach to Learning
Delivery will be by a mixture of short lecture presentations, case examples, structured exercises, and classroom discussion. Students will be expected to prepare material well from one week to the next. Formative study will be substantially group based.
To help with the development of this you will present work in written and oral forms, both individually and as a member of a group, and with appropriate visual back-up.
To help with the development of this you will undertake an online literature search and review and evaluate a sector’s IM development, drawing on a wide range of sources. Additionally, you will present your work in electronic formats. Research and Evaluation
To help with the development of this you will undertake an extensive literature review of IM; you will also evaluate a sector’s level of IM development using appropriate open. planning criteria
Creativity and Critical Thinking
To help with the development of this you will analyse case studies of integrated marketing excellence and evaluate the stage of development of a sector against IM criteria.
The Assessment Strategy focuses on the ability to critically evaluate IM literature (Assessment 1) and to apply IM/Open Planning tenets in the evaluation of a sector and
presentation of organisations. No Assessment Method* Description of Assessment Method Weight % Learning Outcomes Assessed Submission week (assignments) or length (exam) 1 2 3 4 7 1 LR 50 X X 7 2 PR/RE 50 X X X 13
Note: in the above, Learning Outcomes 5 and 6 are formative.
*The following codes for assessment methods apply:-
AR artefact PC practical
CB computer-based PF performance
CS case study PL placement
DI dissertation or project PO portfolio
EX exam PR presentation
GR group report RE individual report
IT in-unit test OR oral
LR literature review OT other
SECTION 3 Once initial approval of the unit has been given, the Unit Co-ordinator may make changes to this section, following appropriate consultation
Outline Teaching Schedule
1. Integrated Marketing and Integrated Marketing Communications 2. Models of Integration – e.g. De Pelsmacker, PR Smith
3. Textbook review
4. Case studies in IM excellence
5. Components of Integrated Marketing – systems thinking, organisational development, CRM etc. 6. New Communications Principles
7. Open Planning
8. Universal communications 9. Measurement and evaluation Recommended Resources
Burkitt H and Zealley J, Marketing Excellence, Wiley 2007 Background
Grant, J. (2002). After Image: Mind Expanding Marketing, Profile Business
SECTION 4 – Administrative Information
Faculty Business School
Department/School/Division Marketing and Entrepreneurship
Unit Co-ordinator Rob Townsend
Version Number 1.0
Body approving this version Date of University approval of this
version (dd/mm/yyyy) 13.05.08
Shared Units – Indicate below all courses which include this Unit in their diet MSc Marketing Communications
Form completed by:
Name: Rob Townsend Date: March 2008
Authorisation on behalf of the Faculty Teaching Quality and Standards Committee (FTQSC)
Chair: ……… Date: ……….
Unit Updates Date