Module Details

Module Code: HOSP B8Z02
Full Title Integrated Marketing Communications
Valid From: Semester 1 - 2014/15 ( September 2014 )
Language of Instruction:English
Duration: 1 Semester
Credits: 5
Module Owner: Colin Cooney
Departments: Unknown
Module Description: This module will provide the learner with the knowledge of how to provide consistent brand messages via their marketing communications strategy. It will evaluate the marketing opportunities provided by both online and offline communication tools while appraising their performance.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Evaluate the marketing opportunities and appraise the performance provided by online and offline communications tools.
MLO2 Appreciate and apply the elements of the communications mix within the marketing strategy.
MLO3 Analyse and evaluate the impact of branding in the integrated marketing strategy.
MLO4 Demonstrate how the range of digital marketing tools can be integrated into the communications strategy.
MLO5 Construct a comprehensive, integrated marketing communications plan.
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 DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Introduction to Marketing Communications
Introduction to the elements of marketing communications.
The Marketing Remix
Introduction to the marketing mix and its application in business.
Brands & Brand Relationships
Brand concepts, relationships and management.
Brand Communications
Building of a brand using appropriate communication strategies and tools.
Digital Marketing
The use and adoption of digital technologies and platforms to enhance the marketing opportunities of the organisation, e.g. Mobile, Social Media, SEM & CRO, E-mail Marketing and Analytics.
Integrated Marketing Planning
The creation of a comprehensive, integrated marketing plan within the context of the business environment.
Module Assessment
Assessment Breakdown%
Course Work40.00%
Final Examination60.00%
Module Special Regulation
 

Assessments

Full Time

Course Work
Assessment Type Project % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing Week 10 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Project will involve creating an integrated marketing plan for a business.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Interactive lectures using a variety of classroom assessment techniques Every Week 2.00 2
Practical Contact Practical laboratory based class. Every Week 2.00 2
Directed Reading Non Contact Readings as directed to supplement lecture material. Every Week 2.00 2
Independent Study Non Contact One hour of independent study will consist of online facilitation. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Interactive lectures using a variety of classroom assessment techniques Every Week 2.00 2
Practical Contact Practical laboratory based class. Every Week 2.00 2
Directed Reading Non Contact Readings as directed to supplement lecture material. Every Week 2.00 2
Independent Study Non Contact One hour of independent study will consist of online facilitation. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Chaffey D. and Smith, P. R.. (2012), EMarketing Excellence : Planning and Optimizing Your Digital Marketing, 4th. Routledge.
  • Grappone J. and Couzin G.. (2008), Search Engine Optimisation, Wiley.
  • Chaffey, D.. (2011), E-Business and E-Commerce Management: Strategy, Implementation and Practice, 5th. Prentice Hall.
  • Ouwersloot, H., Duncan, T.. (2008), Integrated Marketing Communications, European Edition. Mc Graw Hill, [ISBN: 9780077111205].
Supplementary Book Resources
  • Masterman, G. & Wood, E.. (2006), Innovative Marketing Communications - Strategies for the Events Industries, 2nd Edition. Elsevier, [ISBN: 0-7506-6361-8].
  • Meerman Scott D.. (2011), The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases and Viral Marketing to Reach Buyers Directly, 3rd. Wiley.
  • Solis B.. (2011), Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley.
This module does not have any article/paper resources
Other Resources
 
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