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2018/2019  KAN-CCMVI2049U  Integrated Marketing Communications

English Title
Integrated Marketing Communications

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Dr Maxwell Winchester, Head of Scholarship & Professional Learning, First Year College, Victoria University, Email: mwi.msc@cbs.dk
    Maxwell Winchester - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact the course instructor.

Other academic question: contact academic director Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 29-05-2019

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learing objectives with no or only minor mistakes or errors:
  • Compare and contrast the strong and weak theories of marketing communications
  • Devise effective marketing strategies and programmes
  • Formulate appropriate marketing communications strategies to practical business objectives
  • Distinguish and justify different creative and media execution
  • Evaluate a company’s marketing and promotional programme 
Course prerequisites
Introductory Marketing Course; completed Bachelor degree or equivalent
Integrated Marketing Communications:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 25/26 June - 29 July 2019. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 8-11 October 2019 - for all ISUP courses simultaneously.
3rd attempt (2nd retake) exam: 72-hour home assignment: 25-28 November 2019 - for all ISUP courses simultaneously.
Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question.

Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question.
Course content and structure

This interdisplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion. Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.


Preliminary assignment

Class 1: Communication Theories and IMC 

Class 2: IMC and Consumer Behaviour

Class 3: IMC Strategy & Planning

Class 4: IMC Positioning, Objectives & Creative Implementation

Class 5:IMC: A Definition & Traditional Media

Class 6:  PR, Sponsorship, Direct Marketing & Personal Selling

Feedback activity

Class 7: Sales Promotions, Direct Marketing,
Placement, packaging & Exhibitions 

Class 8: Digital & Interactive Marketing

Class 9: Media Planning

Class 10: Budgeting, Regulation & Evaluation

Class 11: Ethics in IMC & Comprehensive Review

Description of the teaching methods
This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking furhter research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work in class, and through case study analysis. For every classroom - based contact hour it is expected that students will undertake another two hours of self-directed work. Class time will be run more as a workshop than traditional lecture in approach.
Feedback during the teaching period
Feedback activity will consist of an on line test to be taken after class 6.

All Home Project Assignments/mini projects are based upon a research question (problem formulation) formulated by the students individually, and must be handend in to the course instructor for his/her approval no later than 11 July 2019. The instructor must approve the research question (problem formulation) no later than 16 July 2019. The approval is feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable will be available on http://www.cbs.dk/uddannelse/summer-university-programme/courses in January 2018.


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.

Expected literature

Mandatory readings:


Winchester, Ling, Stochhi, Lwin, Shin & Kang (2019). Integrated Marketing Communication: A balanced approach
Oxford University Press: Melbourne

NB: If book #1 above is not available, then please order the following book instead:

Fill, C. & Turnbull, S. (2016). Marketing Communications: Discovery, Creation & Conversations. Pearson: London


Additional relevant readings:


Additional readings will be provided in LEARN on a class by class basis.

Last updated on 29-05-2019