Unit 23 integrated marketing communication has the emphasis on equity students to the comprehensive recognition of the marketing strategies of communication and their practical applications. This unit focuses on real-world examples and the theoretical framework. It makes students able to identify and relate the promotions which can be encountered in daily life. Marketing communication has a significant character in certifying the service or product without thinking of the reaches of innovation in its target audience. The students will identify the way in which organisations utilise the multiple tools of communication, including public relations, sales promotion, advertising and social media. These things generate an impactful and cohesive message which resonates with the consumers.

The unit also focuses on the marketers` challenges in the saturated environment with promotions. With the multiple messages competition for the consumers ` daily life attention, the goal is to cut the noise and reinforce with broad associations. The student will acquire the way through which design integration campaigns are aligned with the objects of the organisation and the consumer attributes. The study of real life examples assists the learners to understand the way through which successful campaigns provide the multiple channels of communication to deliver compaling and consistent messages. This practical approach certified the students without the grass of theory in the scenarios of dynamic marketing.

This unit assists learners to increase their skills and valuable knowledge, which can improve their career prospects. The students who are initiating their business or want to work with the organisation have the potential to execute and craft the effective strategies of marketing communication, which is significant. This unit makes students ready to navigate the modern marketing complexities, preparing them to navigate the campaign generation at brand success, driving and audience engagement. This understanding is the foundation for imc, which is significant for anyone to check out the competitive marketing field.

Unit Objectives

The main objectives in unit 23 integrated marketing communications are given here with the main components of the business world.

• To generate a robust foundation in the model, Strategies and principles which are underpinned by the integrated communication of marketing.
• To apply theoretical knowledge for critique and identify the real-world campaigns of marketing encountered in daily life.
• To acquire the way to add the cohesive communication plans of marketing, which can utilise the multiple channels, for example, PR, social media advertising, to provide consistent messages to bring.
• To generate knowledge and practical skills for improving entrepreneurial success or employability in the marketing communication fields.

Learning outcomes

The learning outcomes in unit 23, integrated marketing communications Business HND, according to Pearson set, are given here:

LO1: Evaluate different marketing channels and how they serve communication objectives.

• Versatile marketing communication channels:

Marketing Communications definitions.

The significance of Marketing Communication across and within organisations and multiple stakeholders with a significant emphasis on customers.

Objective’s definition and the way to relate them to the business.

• The way through which they serve the objectives of communication:

The significance of integration, increasing resources and adding value to the business.

• The character of marketing communication in developing and promoting the brands:

Association, awareness, generator of customers and perceptions.

ethical issues in the Communications of marketing: advertising for children, techniques of pressure selling, privacy and greenwashing.

LO2: Devise communication objectives and justify appropriate channel selection and integration.

• Objectives of communication:

Setting the objectives of communication in terms of business objectives and marketing.

Connecting the objectives of business and communication to the life cycle of the product.

The budgeting role in IMC.

Exploring and defining the process of Communications planning.

• Integration and channel selection:

Generating a communication plan and schedule.

Evaluating the most accurate selection and rational channels.

Mix Communications of marketing: sales promotion, advertising, direct marketing, public relations, trade fairs, sponsorships, exhibitions, social media, personal selling, merchandising, ambient media and product placement.

LO3: Design and produce content appropriate to the channel and communication objectives.

• Content and design with accuracy:

Symbols and colours as the tools of brand building.

The significance of art design, visually, page layout and typography.

Design and development of a website with the capabilities of e-commerce.

• Marketing Communication creativity activities and multiple strategic approaches: consumer or product oriented, feel/ do/ think approaches.

Marketing, regulation, and Communications.

LO4: Demonstrate the ability to critically evaluate a case study involving communication strategy, channel choice and creative content.

• Evaluation and monitoring:

Valuation and monitoring, marketing operations and plans, communications.

Methods of evaluating and measuring a plan of marketing communication.

Connecting evaluation and measuring to the entire business objectives and marketing strategy.

Assessment criteria

Unit 23 integrated marketing communications has assessment criteria which is connected to the learning outcomes like:

LO1: Evaluate different marketing channels and how they serve communication objectives.

• Evaluate different types of marketing channels and how they serve communication objectives within an organisational context.
• Critically evaluate how marketing channels of communication are integrated within an organisational context to add value and maximise resources.
• Make valid judgements about how marketing channels add value using specific organisational examples to demonstrate how they serve communication objectives.

LO2: Devise communication objectives and justify appropriate channel selection and integration.

• 2.1 Design communication objectives for a given organisational situation.
• 2.2 Provide justifications for the selection and integration of communications channels chosen.
• 2.3 Evaluate the application of the communication objectives in relation to the marketing communications mix and the organisational business objectives.
• 2.4 Create a valid and detailed marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives.

LO3: Design and produce content appropriate to the channel and communication objectives.

• 3.1 Create a marketing communications plan that effectively meets communication objectives for a given organisational situation.
• 3.2 As stated above for LO2.

LO4: Demonstrate the ability to critically evaluate a case study involving communication strategy, channel choice and creative content.

• 4.1 Critically evaluate a marketing communications plan in relation to the communication strategy, channel choice, creative content.
• 4.2 Critique and review the success of the monitoring and impact of the marketing communications plan.
• 4.3 Provide appropriate and justified recommendations for improving the marketing communications plan to maximise revenue and successfully meet both communication and business objectives.

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