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2022/23 Taught Postgraduate Module Catalogue

DESN5230M Integrated Communication

30 creditsClass Size: 52

Module manager: Dr Francisco De Queiroz

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

This module is not approved as an Elective


The ability to propose creative concepts that can be applied to a variety of media outlets is the main focus of this module alongside working as a member of a creative team. It is therefore important that a thorough understanding is gained of existing and future media opportunities and the potential to utilize media to reach target audiences and build long term relationships.

Constantly changing consumer behaviour and its impact on the way advertising messages are perceived and absorbed is central to understanding the problems and potential dynamics of campaigns which engage and retain consumer interest over extended periods of time.

Integral to the success of this objective is the current debate regarding the 'big idea' in contrast to a series of small ideas regularly transmitted.

Learning outcomes
- Understand and define strategic objectives and create an integrated communication campaign which achieves strategic objectives.
- Apply advanced critical judgment in order to discriminate between the ordinary and the original.
- To demonstrate an advanced understanding of media in order to identify and select appropriate media and communication channels to reach and engage target audiences.
- Effectively apply a creative concept, or concepts, across a range of appropriate media outlets.
- Generate compelling creative themes which build unique relationships with consumers.
- Construct an integrated communication campaign which has longevity.
- To take a proactive and self-reflective role and develop professional relationships.

Skills outcomes
- Create a campaign concept or concepts which can be communicated via integrated media.
- Work effectively as a member of a creative team.
- Plan and manage an integrated project.
- Develop time management skills.
- Apply strategic thinking to business objectives.
- Co-ordinate and manipulate visual elements to achieve effective communication across platforms.
- Apply strategic planning and understand problem - solving from both the creative and media planners perspective.
- Identify the objectives within a client brief.
- Able to employ relevant software and technical applications to fulfil the technical requirements of the project.


- Media strategy and planning:
> 'Above', 'below' and 'through the line' advertising campaigns.
> Production of advertisements for non-broadcast and broadcast media, on-line, ambient, guerrilla and viral.
> Effective selection of appropriate media essential for the enhancement of the creative concept, subsequent communication message and relevant target audiences.

- Generating response and call to action techniques.
- Techniques and methods of measuring advertising effectiveness.

- Campaign planning and design:
> 'On Brand' communication and tone of voice and its relationship to brand communication, marketing strategy and advertising.
> Generate a creative concept for an integrated advertising campaign.
> Creating an effective and memorable outcome.

- Project Planning and implementation within set time constraints and budgets:
> Team working and leadership skills.
> Commissioning third party specialists.
> Client / agency relationship and organizational management of the agency.

Teaching methods

Delivery typeNumberLength hoursStudent hours
On-line Learning72.0014.00
Group learning112.0022.00
Independent online learning hours60.00
Private study hours160.00
Total Contact hours80.00
Total hours (100hr per 10 credits)300.00

Private study

It is a necessary requirement that advanced level students are able to conduct effective research and develop their own creative proposals independently, demonstrating their unique ability to generate original ideas and to present those ideas in visual form.

The seminar sessions are designed to provide feedback to current proposals, the student should demonstrate their ability to evaluate the validity and appropriateness of that feedback and develop the communication concept accordingly.

Equally the visual development and articulation of the creative concept relies upon individual judgement and analysis and this must be learnt through personal exploration and experimentation, testing the proposal, employing recognised methods, against the strategic aims of the communication objective.

In this module there is also a substantial requirement for learning on-line through independent study in order to acquire advanced knowledge regarding the variety of media channels available. This kind of on-line study will identify how different media operates in relation to circulation/distribution, including formats, media planning, media buying and costs.

In addition group learning will occur by forming discussion groups consisting of a number of creative teams (art director/copywriter, on-line creative teams) who will critically analyse each others creative proposals and subsequent campaign strategy.

Opportunities for Formative Feedback

Student progress is monitored through the group seminar sessions where each student presents their creative proposal to their tutors and peer group.

- Weekly feedback and advice is given in order to assist the student in achieving their objective.
- Seminar sessions will be used to monitor and discuss the scope and format of assessed work in relation to the learning outcomes.

The module is supported by practical and on-line sessions which aid the development of understanding media and exploration into applying a conceptual campaign idea to a range of appropriate media relevant to the target audience and customer relations management objectives.

Methods of assessment

Assessment typeNotes% of formal assessment
Oral Presentation20 mins group presentation20.00
PortfolioCampaign concept effectively delivered via a minimum of three media channels. Executed to a high professional standard80.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 29/04/2022 15:23:17


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