MKTG07066 2016 Marketing Communications

General Details

Full Title
Marketing Communications
Transcript Title
Marketing Communications
N/A %
Subject Area
MKTG - Marketing
BUS - Business
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Clodagh Crowe, Marie Keane
Programme Membership
SG_BDIGI_N06 201600 Certificate in Digital Marketing SG_SHUMA_H08 201700 Bachelor of Science (Honours) in Human Nutrition SG_SHUMA_B07 201700 Bachelor of Science in Human Nutrition SG_SHUMA_B07 201800 Bachelor of Science in Science in Human Nutrition SG_SAGRI_B07 201800 Bachelor of Science in Science in Agri-Food Science SG_SAGRI_H08 201800 Bachelor of Science (Honours) in Science in Agri-Food Science SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On)

This module provides the learner with an opportunity to develop an understanding of the conceptual and practical elements which are essential to the integrated nature of marketing Communications. It also aims to provide the students with the tools required to develop an effective marketing communications plan for an organization. The module examines the role and practice of Marketing communications against the backdrop of contemporary and emerging issues such as new media formats, the role of digital technology and the ethical and regulatory concerns which prevail. 

Learning Outcomes

On completion of this module the learner will/should be able to;


Create a Marketing Communications Plan for an organisation


Understand the elements of the Marketing Communications mix   


Demonstrate an understanding of the key players in the Irish Marketing Communications environment.


Design a brochure, write a press release and consider publicity in relation to event management and public consultation processes.


The student will be exposed to recent academic articles on developments in Marketing Communications 


 The student will be exposed to contemporary issues in relation to brand management 


Understand how on-line communications may be integrated into the Marketing communications plan 


Understand the benefits and importance of Exhibitions and trade fairs

Module Assessment Strategies

Continuous Assessment  40%

Final Exam                           60%

The student will be required to put together a Marketing Communications Plan for a small Business and present their project to the group.   

Indicative Syllabus

Syllabus Content:

1.      Communications Theory                                                                              

  • Examine the communications process and the obstacles to effective communication
  • Examine the concepts of semiotics
  • Critically assess some of the more popular communications models
  • Review the role of marketing communications in influencing individuals as they progress through the above processes
  • Introduce the elements of the Marketing Communications Mix

2.     Key Players in the Irish Marketing Communications Industry

  • Identify the main components of a marketing communications brief and how a marketing communications agency works
  • Identify the main roles in the marketing communications agency, how firms select marketing communications agencies and how agencies are paid for their work
  • Examine best practice for managing agency/ client relationships
  • Consider the external forces and regulatory bodies impacting on the marketing communications industry in Ireland

3.       Planning for Marketing Communications                                                                

  • Identify the stages in the process of planning effective marketing communications

4.       Media Strategy and Planning            

  • Evaluate the main media options available to advertisers
  • Recognise the role of analysis as a prerequisite to effective media planning
  • Investigate the concepts used by media planners when devising and evaluating media plans

5.         Advertising                                                                                                    

  • Examine the different types of advertising, and different advertising appeals
  • Recognise the role of creativity and marketing research in advertising
  • Examine the process of creating developing and making advertisements
  • Consider a framework for recognising good advertising

6.       Public Relations                                                                                  

  • Examine the process of building good media relations and writing a press release
  • Review the many tools available to organisations when preparing publicity material 
  • Designing and preparing brochures
  • Reviewing the role public relations in crisis management


7.        Sponsorship and Corporate Identity Development

  • Review the different forms of Sponsorship, reasons for it's growth, risks associated with sponsorship and objectives which may be achieved through sponsorship
  • Examine the different methods of measuring the effectiveness of sponsorship activity
  • Investigate why companies might change their corporate identity and the steps involved in creating and implementing a corporate identity program

8.        Sales Promotion and Direct Marketing                                             

  • Investigate Sales Promotions aimed at consumers, the trade and sales forces
  • Examine the down side of sales promotion activity
  • Outline a framework which assists in the implementation of effective sales promotion activity
  • Examine the objectives which direct marketing can fulfill and the various direct marketing media
  • Assess the role of technology and effective database management in direct marketing

9.         Personal Selling, Exhibitions and Trade Fairs

  • Outline a sales presentation and the role of personal selling in the marketing communications mix
  • Planning for trade fairs and exhibitions and evaluating the effectiveness of participation 

 10.      On-line Marketing Communications

  • Explain Marketing considerations in the design of a web site
  • Brand Building on the web, e-communications objectives and tools
  • Key success factors in web design
  • The use of Social media in marketing communications
  • Tracking the effectiveness of e-communications

 11.     Ethical Issues in Marketing Communications  

  • Examine the issue of Ethics in Marketing Communications

12.       Brand Management and the role of Marketing Communications

  • Benefits of  branding, brand characteristics, the strategic role of branding
  • Brand Equity, business to business branding   

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group Project Practical project and project Presentation Continuous Assessment UNKNOWN 40 % Week 8 1,4,7

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam 3 hour written Exam Final Exam UNKNOWN 60 % End of Term 1,2,3,4,5,6,7,8

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified Lecture 3 Weekly 3.00
Tutorial Not Specified Group Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources
  • Marketing Communications, An Irish perspective, Patricia Medcalf, Mc graw Hill 2004,
  • Marketing Comunications A European perspective, 4th edition, Depelsmacker, Geuen, Van Den Bergh, Prentice Hall 2010
  • Integrated Marketing Communications, Hans Ouwersloot and Tom Duncan Mc Graw Hill 2008

Supplementary Reading

  • Marketing Communications, Interactivity, communities and Content 5th edition, Chris Fill prentice Hall 2009
  • Principles of Advertising and Integrated Marketing Communications, Tom Duncan, Mc Graw Hill 2005 
  • Public Relations A practical Approach, Ellen Gunning, Gill and Mac Millan 2008


Other Resources


Additional Information