Registry

Module Specifications

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

Module Title Marketing Communications
Module Code MG509
School DCUBS
Online Module Resources

Module Co-ordinatorSemester 1: Louise Maguire
Semester 2: Louise Maguire
Autumn: Louise Maguire
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 an insight into the discourse of marketing communications, develop a critical appreciation of marketing communications theory and practice, assess from varied reading of the subject (e.g. Cultural Studies or Critical Sociology), create insights into how the media planning function works with the other communication areas in order to produce communication campaigns that deliver on business and marketing objectives.

Learning Outcomes
1. Judge what constitutes conventional marketing communications,deconstruct ad culture and the use of mass media to inform and persuade markets.
2. Question the systems and operations of the marketing communications industry.
3. Critique the impact marketing communication activities have upon society
4. Choreograph your communication skills to make short presentations & work in small groups
5. Write briefs for communications work which agencies understand and which help you understand your own communications requirements.
6. Evaluate responses from agencies to your brief. Evaluate individual ads and ad campaigns and understand what is successful and why.
7. Understand the translation of agency brief into creative work and media selection.



Workload Full-time hours per semester
Type Hours Description
Lecture24No Description
Group work10Ad Deconstruction
Group work20Main Topic presentaton preparation
Group work30End of Semester Project
On-line learning8Online Ad Resources
Directed learning24Lecutre Preparation
Library5Videography
Independent learning10Personal interest area
Total Workload: 131

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
Please refer to moodle for Indicative Syllabus.
Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group presentationAd Deconstruction20%n/a
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
  • Belch, George E. and Belch, Michael A.: 2008, Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th International Edition, McGraw Hill, Boston,
  • Williamson, Judith: 1978, Decoding Advertisements: Ideology and Meaning in Advertising, Boyars, London,
  • Meenaghan & O'Sullivan: 0, Marketing Communications in Ireland, Oak Tree Press, Dublin,
  • John Steel: 1998, Truth Lies and Advertising: The art of account planning, John Wiley & Sons,
  • Lawrence Green, Ed.: 2005, Advertising Works And How, WARC/IPA,
  • Luke Sullivan: 1998, Hey Whipple, Squeeze this: A guide to Creating Great Ads, John Wiley & Sons, 0 471 28139 5
  • Vance Packard: 1957, The Hidden Persuaders,
  • edited by Merry Baskin and Mark Earls: 2002, Brand new brand thinking, Kogan Page, London, 0 7494 36786
  • Heath, Joseph, and Potter, Andrew: 2004, The Rebel Sell, Harper Collins,
  • Naomi Klein: 2001, No Logo, Flamingo,
  • Jack Z. Sissors and Roger B. Baron; foreword by Erwin Ephron: 2002, Advertising media planning, McGraw-Hill, Chicago, 0844215635
Other Resources
1235, Publisher Website for student text, mcgraw Hill, 2009, Advertising and Promotion, London, McGraw Hill, http://highered.mcgraw-hill.com/sites/0073381098/student_view0/, 1236, 0, TAM ratings, JNIR, JNLR, JNRR, 1237, Website & Video in Library, Jean Kilbourne, 0, Killing us softly 3, 1238, Video in Library, 0, The men from the agency, Tiger Aspect Video, 1239, Online Video, 0, The Persuaders, PBS,
Array
Programme or List of Programmes
MMKMSc in Marketing
Timetable this semester: Timetable for MG509
Date of Last Revision21-SEP-11
Archives:
DCU
Address
The Helix
3U
NDP
Government
EU
Disclaimer | Privacy