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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 MG333P
School DCUBS
Module Co-ordinatorSemester 1: Ann Largey
Semester 2: Ann Largey
Autumn: Ann Largey
Module TeachersAnn Largey
Maheen Khan
Sarah Fraser
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

The aims of the course are to: provide students with tools for assessment of marketing communications, insight into the discourse of marketing communications, create insights into how account planning, creative development and media planning work with the other communication areas in order to produce communication campaigns that deliver on business and marketing objectives.

Learning Outcomes

1. Identify and explain the fundamental aspects of an Integrated Marketing Communications strategy
2. Discuss the strengths and weaknesses of different marketing communications strategies and tools and the metrics used for measuring communication effectiveness
3. Describe how consumer insights are minded to develop a communications strategy and how this strategy is executed across various channels and media.
4. Demonstrate knowledge of the communications industry and the complexities of media management
5. Evaluate the creative process and the suitability of strategies for managing online, offline and outsourced creativity
6. Demonstrate effective teamwork, problem-solving and communication skills

Workload Full-time hours per semester
Type Hours Description
Lecture36Marketing communications topcis
Directed learning2End of Semester Exam
Lecture6Presentation prep and feedback
Assignment Completion20Main Topic Presentation
Assignment Completion20End of Semester Project
Independent Study41No 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

Introduction to marketing communications; Communication theory; The marketing communications industry

Understanding how marketing communication works
Customer decision-making and information processing

Managing marketing communications
Integrated Marketing Communications; Branding; Corporate Reputation management; Evaluating and measuring communication effectiveness

The tools of marketing communications
Advertising; Sales promotion; Public Relations; Sponsorship; Direct marketing; Interactive marketing; Personal selling

The Media and Marketing Communications
Traditional media; Digital Media; Interactive marketing communications; Media planning

Marketing communications in context
International marketing communications; B2B communications; Internal marketing communications

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group presentationMain Topic Presentation20%Once per semester
ProjectIndividual assignment20%Once per semester
AssignmentGroup Assignment60%Once per semester
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

  • Chris Fill: 2009, Marketing Communications:Interactivity, Communities and Content, 5th Edition, Prentice Hall, London, 9780273717225
Other Resources

Programme or List of Programmes
MINTDBSc Marketing, Innovation & Technology

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