Registry
Module Specifications
Archived Version 2015 - 2016
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Description 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. | |||||||||||||||||||||||||||||||||||||
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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 | |||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities IntroductionIntroduction to marketing communications; Communication theory; The marketing communications industryTheories of Advertising: How advertising works?Managing marketing communicationsIntegrated Marketing Communications; Branding; Evaluating and measuring communication effectivenessThe tools of marketing communicationsAdvertising; Sales promotion; Public Relations; Sponsorship; Direct marketing; Interactive marketing; Personal sellingThe Media and Marketing CommunicationsTraditional media; Digital Media; Interactive marketing communications; Media planningMarketing communications in contextInternational marketing communications; B2B communications; Internal marketing communications | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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