Module Overview

Digital and Contemporary Marketing Practice

The main aims of this module are to provide the student with:a critical understanding of the contemporary issues facing the marketing ability to examine the role and function of the regulatory system and develop marketing concepts that do not infringe on existing regulatory processes.the ability to understand the role of innovative marketing techniques and the impact of new media formats and digital technology on the marketing industry.a practical understanding and knowledge of the client service and account planning function within the context of the overall agency and client structure.

Module Code

BSST H4032

ECTS Credits


*Curricular information is subject to change

Contemporary Marketing Issues: Regulation and Ethics in the Marketing Industry

The role of marketing in societyContemporary ethical issues in marketingEthical issues in marketing communicationsThe Regulatory Framework in Ireland The Role of the Advertising Standards Authority for Ireland (ASAI):• The Code of Standards for Advertising, Promotional and Direct Marketing in Ireland• Self-regulation in the marketing industry• Self-regulation and the Law• The ASAI complaints procedure: making complaints, dealing with complaints, resolving complaints• Dealing with complaints from a marketer’s perspectiveThe Regulatory Framework in EuropeBroadcasting Authority of Ireland (BAI)• Children and the Marketing Industry

Digital Marketing: the role of social, digital & innovative media

• Search Engine Optimisation• Search Engine Marketing: Pay-per-click / Google Adwords• Display Advertising • Social Media Marketing• Online Reputation Management• Blogging• Mobile Marketing• Viral Marketing• Planning and developing digital marketing strategy

Contemporary Marketing Practice: Client Service and Account Planning

• The Marketing Industry• Marketing Agency Structures• Department Structures• Roles within Agencies• Agency processes, systems and procedures• Agency Remuneration• Client Service Standards• Client / Agency Relationship Management• Dealing and resolving conflicts with Clients• Presenting strategic and creative responses to Clients• Marketing briefs• Recruiting a marketing agency: a Client perspective• Pitching for a marketing account: an Agency perspective• Developing Marketing Communications Campaigns: from brief to evaluation• The role of account planning• The account planning process: objectives, strategy & evaluation

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100