Registry
Module Specifications
Archived Version 2023 - 2024
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Description 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 | |||||||||||||||||||||||||||||||||||||
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 industryUnderstanding how marketing communication worksCustomer decision-making and information processingManaging marketing communicationsIntegrated Marketing Communications; Branding; Corporate Reputation management; 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 | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||
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