MKTG06087 2021 Marketing Communications

General Details

Full Title
Marketing Communications
Transcript Title
Marketing Communications
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Mr. John Kelleher, Suzanne Ryan, Marie Keane
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

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 organisation. 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 and understand the elements of the Marketing Communications mix 


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


Understand the benefits and importance of Exhibitions and trade fairs


Demonstrate an understanding of the key players in the Irish Marketing Communications environment and the importance of Brand Management 


Understand how on-line communications, Direct marketing, Sponsorship, Sales Promotion, Corporate Identity Development may be integrated into the Marketing communications plan 

Teaching and Learning Strategies

A combination of lectures and tutorials 

Module Assessment Strategies

Continuous Assessment     40%

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

Final Exam                           60%


Repeat Assessments

Exam on theory

Repeat of Marketing Communications Plan if not all ready done so 

Indicative Syllabus

Syllabus Content:

1.      Communications Theory            LO:1,                                                                   

  • 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    LO:1, 4,   

  • 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            "LO:1,"                                                     

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

4.       Media Strategy and Planning             LO:1,4

  • 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                               LO:1,                                                                           

  • 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                         LO:1, 2                                                              

  • Examine the process of building good media relations and writing a news 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   LO:1, 5  

  • 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                    LO:1, 5                             

  • 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     LO:1, 3   

  • 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     LO:1, 5  

  • 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    LO:1,   

  • Examine the issue of Ethics in Marketing Communications

12.       Brand Management and the role of Marketing Communications   LO:1, 4  

  • 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 Coursework Assessment UNKNOWN 40 % Week 8 1,2,3,4,5

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

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
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

Recommended Reading
2013-01-15 Advertising Promotion and Other Aspects of Integrated Marketing Communications South-Western College Publishing
ISBN 1133191428 ISBN-13 9781133191421

Market-leading ADVERTISING PROMOTION AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9E International Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text 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, 9E International Edition the most current I.M.C. book 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.

Recommended Reading
2013 Advertising Promotion and Other Aspects of Integrated Marketing Communications Cengage Learning India
ISBN 8131528243 ISBN-13 9788131528242

Cengage Learning India International Edition.

Required Reading
2017-08-16 Marketing Communications Pearson Higher Ed
ISBN 9781292135793 ISBN-13 1292135794

Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.

Required Reading
2019-12-03 Marketing Communications Kogan Page
ISBN 0749498641 ISBN-13 9780749498641

Examine the many and varied forms of marketing with this fully-updated edition, guiding students and practitioners through each modern marketing communications tool.

Module Resources

Non ISBN Literary Resources



Other Resources


Additional Information