Page 1 of 6. MRKT7001: Communication Programmes 3.1. Communication Programmes 3.1 APPROVED Long Title: Integrated Communication Programmes 3.

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1 MRKT7001: Communication Programmes 3.1 Title: Communication Programmes 3.1 APPROVED Long Title: Integrated Communication Programmes 3.1 Module Code: MRKT7001 Credits: 5 NFQ Level: Field of Study: Intermediate Marketing & Advertising Valid From: Semester /10 ( September 2009 ) Module Delivered in Module Coordinator: Module Author: no programmes Breda Kenny ROSE LEAHY Module Description: To enable students to apply key communication concepts to a business environment in recognition of and appreciation of the role and nature of marketing communications. Learning Outcomes On successful completion of this module the learner will be able to: LO1 LO2 LO3 LO4 LO5 LO6 Analyse the role of advertising and sales promotions as marketing communications mix tools and show how these tools should be utilised to their best effect, mindful of the everchanging communications environment. Prepare either an advertising and/or sales promotions campaign and demonstrate skill in the preparation and management of those campaigns. Identify intrapersonal and interpersonal skills relevant to sales and marketing personnel, and to advise and explain how to develop a self-management strategy. Plan, prepare and present a sales presentation. Discuss the role of design communications in marketing and analyse both printed and digital communication design products in an informed and competent manner Evaluate the role played by corporate identity in ensuring effective organisational and marketing communications. Pre-requisite learning Module Recommendations This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). Marketing, Level 6; Consumer Behaviour, Level 6. Incompatible Modules These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list. No incompatible modules listed Co-requisite Modules No Co-requisite modules listed Requirements This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section. No requirements listed Co-requisites Page 1 of 6

2 No Co Requisites listed Page 2 of 6

3 MRKT7001: Communication Programmes 3.1 Module Content & Assessment Indicative Content Advertising Advertising campaign management. Advertising trends and concepts. Ethics in advertising. Advertising agency. ASAI. Sales Promotions Concept and issues. Categories of sales promotions. Sales promotions planning. Factors influencing sales promotions. Disadvantages and pitfalls of sales promotions. Code of practice Social Skills and Social Interaction Characteristics of the socially skilled person. Verbal and non-verbal communication. Skills of establishing rapport, conversation and listening. Self knowledge and self presentation Perception of self and others. Maintenance and evaluation of self. Development of self knowledge and self confidence. Anxiety management. Presentation strategies. Elements of personal performance. Persona. Staging. Teams. Roles. Personal style. Making a public presentation; planning, preparing, practicing, presenting. Impression management. Communication Objectives in Print and Digital Media Establishing communications objectives for corporate, sales and marketing literature. The types and use of print and digital publications in marketing and public relations strategies. Advantages and disadvantages of printed and digital publications Corporate Identity & Marketing Communications What is corporate identity? Role and function of corporate identity. Corporate identity programmes in action. Relationship between corporate identity and branding. Assessment Breakdown % Course Work 30.00% End of Module Formal Examination 70.00% Course Work Assessment Type Assessment Description Outcome addressed % of total Assessment Date Project Practical promotions project Week 8 Other MCQ/Short Q's 3,4 5.0 Week 8 End of Module Formal Examination Assessment Type Assessment Description Outcome addressed % of total Assessment Date Formal Exam End-of-Semester Final Examination 1,3,4,5, End-of-Semester The institute reserves the right to alter the nature and timings of assessment Page 3 of 6

4 MRKT7001: Communication Programmes 3.1 Module Workload Workload: Full Time Workload Type Workload Description Hours Frequency Average Weekly Learner Workload Lecture Class based instruction 4.0 Every Week Independent & Directed Learning (Non-contact) No Description This module has no Part Time workload. 3.0 Every Week Total Hours 7.00 Total Weekly Learner Workload 7.00 Total Weekly Contact Hours 4.00 Page 4 of 6

5 Module Resources Recommended Book Resources Medcalf 2004, Marketing Communications, An Irish Perspective, Gill and McMillan Manning and Reece 2004, Selling Today: Creating Customer Value, Pearson Robin Williams, The Non-Designers Design Book Supplementary Book Resources O'Guinn; Allen; Semenik 2003, Advertising and Integrated Brand Promotion, Third Ed., Thomson Aitchison 1999, Cutting Edge Advertising, Prentice Hall Doole; Lancaster and Lowe 2005, Understanding and Managing Customers, Prentice Hall Wally Olins, Corporate Identity: Making Business Strategy Visible Through Design This module does not have any article/paper resources Other Resources Website: Website: Website: Website: Website: Website: Website: Page 5 of 6

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