Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Marketing Communications
Module Code	MG333
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Pamela Barry Semester 2: Pamela Barry Autumn: Pamela Barry
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

The aims of the course are to: provide students with tools for assessment of marketing communications, insight into the discourse of marketing communications, create insights into how account planning, creative development and media planning work with the other communication areas in order to produce communication campaigns that deliver on business and marketing objectives.

Learning Outcomes

1. Identify and explain the fundamental aspects of an Integrated Marketing Communications strategy
2. Discuss the strengths and weaknesses of different marketing communications strategies and tools and the metrics used for measuring communication effectiveness
3. Describe how consumer insights are minded to develop a communications strategy and how this strategy is executed across various channels and media.
4. Demonstrate knowledge of the communications industry and the complexities of media management
5. Evaluate the creative process and the suitability of strategies for managing online, offline and outsourced creativity
6. Demonstrate effective teamwork, problem-solving and communication skills

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Marketing communications topcis
Examination	2	End of Semester Exam
Lecturer-supervised learning (contact)	6	Presentation prep and feedback
Assignment	20	Main Topic Presentation
Assignment	20	End of Semester Project
Independent learning time	53	No Description
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction.
Introduction to marketing communications;Communication theory;The marketing communications industry.

Understanding how marketing communication works.
Customer decision-making and information processing.

Managing marketing communications.
Integrated Marketing Communications; Branding; Corporate Reputation management; Evaluating and measuring communication effectiveness.

The tools of marketing communications.
Advertising; Sales promotion; Public Relations; Sponsorship; Direct marketing; Interactive marketing; Personal selling.

The Media and Marketing Communications.
Traditional media; Digital Media; Interactive marketing communications; Media planning.

Marketing communications in context.
International marketing communications; B2B communications; Internal marketing communications.

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group presentation	Main Topic Presentation	20%	Once per semester
Project	Individual assignment	20%	Once per semester

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List