MKTG06064 2021 Creative Marketing Practice

General Details

Full Title
Creative Marketing Practice
Transcript Title
Creative Marketing Practice
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Aine Doherty
Programme Membership
SG_BMKTG_B07 202000 Bachelor of Business in Marketing SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing SG_BMKTG_B07 202200 Bachelor of Business in Marketing SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages

The aim of this module is to develop students' key marketing skills. Students have the opportunity to work on real-time industry marketing issues through creative brainstorming, idea development and mentoring. The outcome will be that the individual will produce a portfolio of creative marketing exhibits that showcases their innovation and ability. This module also focuses on communicating ideas successfully.

Learning Outcomes

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


Demonstrate creativity in applied marketing


Improve brand impact through a marketing campaign


Appreciate design and product development planning


Plan an integrated marketing communication for maximum impact

Teaching and Learning Strategies

Student will be exposed to real-time industry marketing communications problems and asked to provide a response. Students will be mentored during the semester to produce and present a marketing solution to the chosen organisations.

Teaching and learning includes one-to-one group mentoring sessions, lectures and workshops. The use of guest lectures may be used to supplement lecturers.

Case studies will be a key learning tool where industry engagement is not feasible.

Module Assessment Strategies

100% Continuous assessment.

Two live industry projects throughout the semester worth 50% each.

Repeat Assessments

100% Continuous assessment. 

Students will have the opportunity to resubmit CA in line with repeat assessment procedures.

Indicative Syllabus

Demonstrate creativity in marketing practice

-Demonstrate understanding of creativity

-Recognise the creative role of the marketer

-Appreciate creative leverage in marketing

-Use creative communication skills


Improve brand impact through a marketing campaign

-Recognise brand values and identity

-Execute Branding and marketing communication

-Recognise the link between business objectives, campaign goals and clear Call to Actions

-Navigate planning, implementation & control steps


Appreciate design and product development planning

-Consider packaging and impact

-Appreciate design and consumer insight

-Identify the importance of colour and aesthetics in marketing


Plan an integrated marketing communication for maximum impact

-Comprehend the steps in marketing communications development

-Recommend the most suitable marketing communication tools

-Appreciate the implications of marketing communication plans on budget, resources and time

-Recommend evaluation procedures for marketing communications

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Creativity Project Written Report/Essay 25 % Week 6 1
2 Integrated marketing planning Practical Practical Evaluation 25 % Week 6 2
3 Design Project Written Report/Essay 25 % Week 12 3
4 Integrated marketing planning Practical Practical Evaluation 25 % Week 12 4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 4 Weekly 4.00
Independent Learning Not Specified Independent Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Required Reading
2012-02-28 Advertising Promotion and Other Aspects of Integrated Marketing Communications Cengage Learning
ISBN 1111580219 ISBN-13 9781111580216

Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Comprehensive treatment of the fundamentals focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most current I.M.C. text on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Recommended Reading
Integrated Marketing Communications Southwestern
ISBN 1133191428 ISBN-13 9781133191421
Recommended Reading
2007-08-13 Managing Marketing Taylor & Francis
ISBN 0750668989 ISBN-13 9780750668989

The newly qualified manager may well be equipped with the skills of the What of marketing and management, but not know the How. The practicing marketer is well served with guides on strategy, mainly of the four minute plan variety, but poorly served in terms of basic advice on implementing the strategy and plans.

This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education and training sectors it gives the reader a clear overview of-

*How the key areas of marketing knowledge can be made operationally effective
*How to make marketing practical and measurable
*A huge range of examples and vignettes illustrating best practice
*A truly international perspective

The book will be an invaluable toolkit for the newly qualified and newly appointed marketer trying to apply their knowledge of the theory

Recommended Reading
2015-12-05 Marketing Plan Template & Example: How to write a marketing plan CreateSpace Independent Publishing Platform
ISBN 1519712952 ISBN-13 9781519712950

Do you want to create a better marketing plan for your business which will ultimately result in better marketing and more customers for your business? If you do, then this book is for you. This book is written with entrepreneurs and small business owners in mind. If you are an entrepreneur or a small business owner, creating a marketing plan is very important because the better prepared you are, the better your marketing campaigns will do. In this book you get a marketing plan template and two examples of marketing plans. You also get practical advice on how to plan and fill out every section of a marketing plan document. Go ahead and get this book, and let's help you create better marketing plans which will improve your company's overall marketing success.

Recommended Reading
2011-06-01 The Ultimate Small Business Marketing Book Filament Publishing
ISBN 1905493770 ISBN-13 9781905493777

This book is written for you if you want to get to grips with your marketing but you need a helping hand. It's packed with powerful tips, proven tools and many real-life examples and case studies. If you're looking for commonsense marketing advice that you can implement immediately, you'll find it on every page. You'll learn how to: plan and review your marketing activities, write brilliant copy that generates sales, write sales letters that sells, effectively troubleshoot when your marketing is not delivering, make your website a magnet for visitors and loads more!

Module Resources

Non ISBN Literary Resources
Journal Resources
URL Resources



•Harvard Business Review

•American Marketing Association



•Social Media Examiner


•Ipsos MRBI

•Sprout Social


•Smart Insights

•Digital Marketing Institute (Ireland)

•Failte Ireland

•Irish Times Archive

•Think with Google


Other Resources
Additional Information