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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Marketing Communications
Module Code MG333
School DCUBS
Module Co-ordinatorSemester 1: John Connolly
Semester 2: John Connolly
Autumn: John Connolly
Module TeachersPamela Barry
John Connolly
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

This module examines critical issues in marketing communications, a function deemed essential for commercial organisations. Despite the expansion of promotional activities and opportunities across space and time the effects of advertising and other promotional practices – how advertising works – remains a site of contestation. In this module we examine; developments in the domain of advertising communications; theories underpinning how advertising works; the expansion of media channels and the implications that flow from this; the organisation of advertising and function of advertising agencies; how communications campaigns are created; channel selection and planning; the quest for creativity and the perfect ‘pitch'; how markers seek to know ‘the consumer’; the increasing functional importance of measurement effectiveness for different marketing and advertising functionaries; and the development of international advertising campaigns.

Learning Outcomes

1. Describe the structure of the contemporary advertising, media and communications environment
2. Critically appraise the various media channels and vehicles that can be used in promotional campaigns
3. Demonstrate knowledge of the communications industry and the complexities of media management
4. Evaluate the function of creative process
5. Critically appraise models and theories of advertising
6. Outline and explain the complexities of international advertising
7. Critically discuss the intra and inter-organizational tensions that emerge during the development of promotional campaigns

Workload Full-time hours per semester
Type Hours Description
Lecture24Marketing communications topcis
Directed learning2End of Semester Exam
Independent Study69No Description
Directed learning30No 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

Developments in marketing Communications
The emergence of marketing communications as both a practice and key commercial function and how it has developed, the function of marketing communications for both the producers and consumers of advertising, the rise of digital media and the wider issues of convergence, differentiation and specialisation.

Theories of Advertising: How advertising works?
Theories pertaining to advertising – Does advertising work? And, if so, how and why does advertising work?

Media Planning and Media Channels
The function of media planning and strategy. Critically examination of the various media channels – television, digital, radio, outdoor, sponsorship, exhibitions, and public relations among others; the issues around the development of a media plan; and the increasing integration of new media as part of media planning.The issues faced by marketing communications practitioners in their efforts to design and establish promotional messages and images in the minds of consumers in the so called ‘digital age’.

Concepting , Creativity and Campaigns
The advertising development process, the meaning and emphasis placed upon the concept of creativity and the types of campaign appeals applied and developed by advertising agencies.

The Organization of Advertising
The challenges faced by those fulfilling the functions of account director, account planning and creative in the context of evolving client-agency relations.

Digital and Social Media
The use of digital and social media has grown in functional importance for consumers, commercial enterprises and advertising agencies alike. Here we examine how these different groups use social and digital media, the meanings they attach to them and the issues for marketing functionaries generated by the rise of social media celebrities.

Effectiveness in marketing communications
The approaches and rationale for the analysis of marketing communications campaigns prior to and after the launch of the campaign. Efforts to address the effectiveness of both new and existing media platforms in light of client concerns, and in the context of an increasingly competitive media market; and the increasing concern with metrics.

Knowing the Consumer
The use of lifestyle data to create social types which are deployed in the creation of advertising and marketing campaigns. How social standards around consumption and other behaviours have changed over time and their implications for the design of marketing communication campaigns.

Advertising across Cultures
The issues in the development of international promotional and communications strategies and campaigns.

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Reassessment Requirement Type
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

  • Hackley, Chris: 2010, Advertising & Promotion, Sage, London,
Other Resources

Programme or List of Programmes
MINTBSc Marketing, Innovation & Technology
MINTIBSc Marketing, Innovation & Technology
Date of Last Revision13-JAN-12

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