Award in Integrated Communication


This Level 4 award will help you understand the importance of effective internal and external communications in building sustainable relationships and delivering customer value.

It demonstrates the importance of communications planning in delivering marketing solutions. It also explains how the concept of product and brand management can enable organisations to deliver customer value. You will learn the components of the marketing communications mix and focus on integrated marketing communications (IMC) planning.


Accredited by the world’s largest institute of Marketing Professionals

This qualification is accredited by the Chartered Institute of Marketing (CIM) who is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911, it has for over a century, defined the marketing professional standards that operate in the UK and is the global champion of best marketing practice.

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment.

Learning Outcomes

  • Unit 1: Internal marketing
    • Know how to build cross-functional relationships (15%).
    • Understand how to harness resources to deliver effective marketing solutions (10%).
  • Unit 2: Value proposition
    • Create effective communications to deliver value to customers (15%).
    • Understand product and brand management (20%).
  • Unit 3: Marketing communications
    • Understand the components of the marketing communications mix (20%).
    • Develop integrated marketing communications (20%).

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Assessment: assignment

The assessment will require submission of a 12- page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.

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