This module aims to develop a critical appreciation of the role and responsibilities of marketing communications in contemporary business environments. It builds on the learner’s foundational knowledge gleaned in the 2nd year of this degree which focused specifically on the analysis of the power and influence of mass communications and explored dominant ideologies, globalisation, representation and mass culture. This module takes an organisational perspective and asks learners to consider the scope and purpose of marketing communications. It introduces core theoretical concepts, frameworks and techniques and encourages the learner to apply theory to real-world marketing communications challenges and to identify appropriate solutions. Given the changing landscape of marketing communications where data privacy, representation, equality and inclusion are all areas of concern, learners are expected to examine their own ethical stance and develop an internalised personal world view.
An introduction to Marketing Communications
- The scope and objectives of marketing communications
- The concept of integrated marketing communications
- Integrating online and offline
- Barriers to integration
- Trends and technology – the changing landscape
How might Marketing Communications work?
- Classical and contemporary models of Communications
- The role of engagement
- Word-of-mouth Communications
- Celebrity endorsers
Ethical Issues in Marketing Communications
- Ethical Decision-models and rules
- Unethical marketing communications practices
- Regulation in a European and Irish context
- Corporate Social Responsibility
Message, Content and Creativity
- Defining creativity
- Message appeals
- Message Structure
- Writing good copy and content
- Creativity and strategy
- Storytelling
- Establishing credibility
- Measuring creativity
The role of Branding in Marketing Communications
- Brand Strategies
- Brand portfolio
- Marketing Communications and Brand equity
- Brand activations and delivering brand experiences
- Point of purchase communications
- Internal Communications
The role of Advertising in Marketing Communications
- Advertising strategies and propositions
- Advertising Models and concepts
- The use of emotion
- Consumer-generated advertising
Marketing Communications planning
- Communication objectives
- Situation analysis
- Segmenting, targeting and positioning
- Communication budgets
- Control and Evaluation
Media Planning
- The media planning process
- Media objectives, selection and contexts
- Media planning in a digital age
- Measurement
Evaluation and metrics
- The role of evaluation in planned communications
- Advertising – pre and post testing
- Physiological measures
- Measuring the fulfilment of brand promises
- Measuring online effectiveness ethically
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An introduction to Marketing Communications• The scope and objectives of marketing communications• The concept of integrated marketing communications • Integrating online and offline• Barriers to integration• Trends and technology – the changing landscapeHow might Marketing Communications work?• Classical and contemporary models of Communications• The role of engagement• Word-of-mouth Communications• Celebrity endorsersEthical Issues in Marketing Communications• Ethical Decision-models and rules• Unethical marketing communications practices• Regulation in a European and Irish context• Corporate Social ResponsibilityMessage, Content and Creativity• Defining creativity• Message appeals• Message Structure• Writing good copy and content• Creativity and strategy• Storytelling• Establishing credibility• Measuring creativityThe role of Branding in Marketing Communications• Brand Strategies• Brand portfolio• Marketing Communications and Brand equity• Brand activations and delivering brand experiences• Point of purchase communications• Internal CommunicationsThe role of Advertising in Marketing Communications• Advertising strategies and propositions• Advertising Models and concepts• The use of emotion • Consumer-generated advertisingMarketing Communications planning• Communication objectives• Situation analysis• Segmenting, targeting and positioning• Communication budgets• Control and EvaluationMedia Planning• The media planning process• Media objectives, selection and contexts• Media planning in a digital age• MeasurementEvaluation and metrics• The role of evaluation in planned communications• Advertising – pre and post testing• Physiological measures• Measuring the fulfilment of brand promises• Measuring online effectiveness ethically
This module employs lecture style delivery complemented by interactive class discussion of the key themes with illustrative examples from industry for one hour per week. The second hour timetabled later the same week comprises student presentations, class discussion, small group exercises, and oral feedback on presentations. Learners also have an opportunity to receive formative assessment on their individual continuous assessment piece.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |