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Undergraduate Module Descriptors 2012/13
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MS4201: Marketing Communications

Module Title Marketing Communications
Module Code MS4201
Module Tutor Mike Flynn
School Business and Management
CAT Points 15
Level of Study 4
Pre-requisites None
Co-requisites None
Restrictions None
Brief Description

This module introduces students to the fundamental aspects of Marketing Communications.  The syllabus provides an understanding of both above and below-the-line promotion, investigating how they are used to communicate with customers and other stakeholders. The module also delves into the current issues, controversies and ethical issues involved in the practice of marketing communications.
Indicative Syllabus
  1. Integrated Marketing Communications (IMC)
  2. Ethics, Corporate Responsibility, Identity and Reputation
  3. Communication Theory
  4. Understanding Specific Target Audiences
  5. Marketing Communications – Strategies and Planning, Objectives and Positioning
  6. The Marketing Communications Mix:
  7. Use of creative appeal, symbolism and language in communication
  8. New and Traditional Media Channels
  9. Promotional Budgeting and Campaign Evaluation
Learning Outcomes

A student passing this module should be able to:

    Comprehend a range of theoretical marketing communications models and frameworks
  1. Appreciate the variety of communications tools and media available, and be able to utilise this understanding to inform B2B and B2C campaign planning.
  2. Possess a critical appreciation of B2B and B2C MarComs campaigns.
  3. Possess the skills and strategic appreciation necessary to develop an integrated marketing communications plan, including budgeting.
  4. Develop personal skills in: Communications and literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 36
Independent Learning Hours: 114
Assessment (For further details see the Module Guide) 001: 60% Coursework: Group work, standard, written: 2000 words or equivalent
002: 40% Written Exam: Inclass, digital mulitple choice: Unknown hours
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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