This advanced module provides the learner with an opportunity to develop a critical understanding of the conceptual and practical elements which underpin the field of marketing and communications, in both profit and non-profit contexts. Contemporary marketing is charged with creating customer value against the backdrop of a swiftly changing business environment which is experiencing sweeping technological and societal change, as well as increased ethical scrutiny. Marketers need to develop clearly positioned brands that will deliver customer engagement and demonstrate the financial value that marketing can add to an organisation. Marketing is also inextricably linked with communications in terms of articulating and disseminating brand positioning, meaning and narratives. Alongside traditional commercial communications media, a host of online, mobile and social media platforms are facilitating interaction and engagement with various organisational stakeholders such as customers, employees, investors, media and regulatory bodies. Equally, the dialogic nature of digital and social media means that brand behaviour and meaning is now being assessed by a more questioning body of consumers and society at large.
Indicative syllabus
• Customer value-driven marketing; market segmentation, targeting and positioning• Marketing and communications-based research for consumer insight generation • The convergence of the offline and online environments: omnichannel consumer psychology and behaviour • Brand management and brand performance monitoring – optimising stakeholder value and return on investment • Integrating marketing and marketing communications • Contemporary and emerging marketing communications media and platforms• Campaign management and evaluation • Marketing’s contribution to and interaction with society – ethical issues, concerns and frameworks
A blend of synchronous (‘live’) and asynchronous delivery (self-directed learning) will be used. Synchronous delivery will take the form of presentations, lectures and class discussions. A strong emphasis will be placed on individual student contributions so as to leverage the peer experience and learning that prevails at this level. Workshops and presentations by guest lecturers will also be used. The module will be supported by TU Dublin’s virtual learning platform, Brightspace, which facilitates class discussion boards, live webinars and sharing of module content. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |