Master in Marketing

Module Integrated marketing communicating

Subject Adapting to the digital era

Faced with the opportunities offered by the digital era, firms need to adapt their traditional forms of promotion to digital versions.

For this week's Key Concept Exercise, you will evaluate and analyse the appropriateness of both traditional and newer forms of promotion.

To prepare for this work

• Read the Required Learning Resources
• Evaluate digital forms of the integrated marketing communications mix that were explored in this week's Key Concept Overview.
• Consider how organisations can employ these methods to reach their targeted audiences.

To complete this work:

In an approximately 500-word response, address the following issues:

• Evaluate the strengths of newer methods of integrated marketing communications mix explored in this week's Key Concept Overview
• Compare newer methods with more traditional methods of promotion
• Explore contexts where each method could be used to best affect integrated marketing communications

When writing your responses, you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.

Be sure to read over your work before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

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Clow, K.E. & Baack, D.E. (2015) Integrated advertising, promotion, and marketing communications. Global ed./7th ed.New York: Pearson Education Limited.

• Chapter 8, 'Digital and alternative', pp.242-271
• Chapter 9, 'Social media', pp.272-297
• Chapter 10, 'Alternative marketing', pp.298-325

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Chen, J. & Stallaert, J. (2014) 'An economic analysis of online advertising using behavioral targeting', MIS Quarterly, 38 (2), pp.429-449, A1-A7.

Use the University of Liverpool Online Library to find this article.

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Markova, P., Prajova, V. & Salgovicova, J. (2011) 'The Internet and integrated marketing communications', Annals of DAAAM & Proceedings, pp.271-272.

Use the University of Liverpool Online Library to find this article.

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Rakic, B. & Rakic, M. (2014) 'Integrated marketing communications paradigm in digital environment: the five pillars of integration', Megatrend Review, 11 (1), pp.187-203.

Use the University of Liverpool Online Library to find this article.

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Talpau, A. (2014) 'Social media - a new way of communication', Bulletin of the Transylvania University of Brasov. Series V: Economic Sciences, 7 (2), pp.45-52.

Use the University of Liverpool Online Library to find this article.

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Vasilescu, R. & Negru?, C. (2009) 'Internet network integrated marketing of Romanian rural tourism', Agricultural Management / Lucrari Stiintifice Seria I, Management Agricol, 11 (4), pp.1-6.

Use the University of Liverpool Online Library to find this article.

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Media (Required)

Bedwood, D. (2009) Online advertising formats: a creatives viewpoint [Video]. London: Henry Stewart Talks. Available from: