Module Code - Title:
MK4025
-
MARKETING COMMUNICATIONS
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
To introduce students to communications theory.
To establish the fundamentals of marketing communications.
To explore the nature and influence of the institutions of consumer culture
To consider different marketing communications techniques and be cognisant of contemporary trends in the field.
To investigate alternative understandings of advertising.
To demonstrate how different communications techniques can be combined and interrelated to form the basis of positive international marketing communication strategies.
To appreciate the impact which marketing communications have on our lives.
Syllabus:
Role of communications, communications theory, audiences, how advertising works, the management of marketing communications, the advertising industry, creative aspects of advertising, media aspects of advertising, ethics and advertising standards, communication vehicles- (sponsorship, public relations, direct marketing, consumer sales promotions, trade shows and exhibitions, internet marketing communications tool, internal marketing communications), integrated marketing communications, the planning and management of an integrated marketing communications plan, the effects and effectiveness of marketing communications, future developments in marketing communication.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, students should be able to;
- Articulate an understanding of marketing communications based on traditional transportation models, uses and gratifications theory, and the study of meaning.
- Recognize the value of a critical understanding of the underlying psychological, sociological and anthropological aspects of marketing communications.
- Illustrate the expanding role of audiences as co-creators of communications meaning.
- Examine the impact which marketing communications have on international markets and on our daily lives.
- Offer an ethical critique of the approaches taken by marketers to marketing communications.
- Demonstrate key personal skills in respect of individual task management, teamworking, self-presentation, communication, and critical evaluation.
Affective (Attitudes and Values)
Demonstrate an appreciation of the factors that influence consumer culture.
Display and embrace an understanding of marketing communications.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module is taught through a combination of formal lectures and interactive tutorials. Lectures will be used to deliver the main content of the module while tutorials will be used to build upon this content and to prepare students for assessments. Assessments include a mid-term review examination designed to capture the degree of individual subject knowledge and a group-based project designed to integrate their knowledge with practical skills, hone their teamwork capabilities, encourage their creative skills and further develop their written and oral communication skills.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
De Pelsmacker, P., M. Geuens and J. Van den Bergh (2013)
Marketing Communications: A European Perspective
, Prentice Hall
Other Relevant Texts:
Belch, G.E and Belch, M.A. (2004)
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th Ed
, McGraw- Hill
Programme(s) in which this Module is Offered:
BBBSFRUFA - FRENCH
BBBSGEUFA - GERMAN
BBBSJAUFA - JAPANESE
BBBUSTUFA - BUSINESS STUDIES
Semester(s) Module is Offered:
Spring
Module Leader:
maurice.patterson@ul.ie