Technological advancements have facilitated the converged flow of content across several media platforms, new forms of participatory (e-)culture, and the emergence of grass-roots collective intelligence. This represents a cultural shift and challenges traditional notions of producer and consumer; content-generator and passive spectator. Inconsistencies in marketing communications have become increasingly visible to savvy consumers - now termed co-producers or prosumers, who, in turn, are increasingly engaged in the co-creation of value propositions and marketing messages.
It is against such a dynamic, fragmented and diverse backdrop that 21st century marketing communicators must operate in order to engage with their varied audiences. The aim of this module is to examine the theories, principles and practice of integrated marketing communications in light of this dynamic scenario. The roles and applications of marketing communications will be discussed, alongside the processes of planning, developing and evaluating marketing communications campaigns. The module will also examine issues of ethics and the interrelationships between marketing communications, culture and society.