Module Details

Module Code: COMM B8006
Full Title: Integrated Communications Practice
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Paula Mullen
Departments: Unknown
Module Description: This module introduces students to the management of the MarComm function from both in-house and agency perspectives. Relevant management issues will be explored such as market segmentation, new business development and client management. The module also explores the different elements of Integrated Marketing Communications.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Assess how to develop and manage a comprehensive Integrated Marketing Communication (IMC) plan.
MLO2 Evaluate the challenges of managing the business of PR and MarComm, including issues such as client management; revenue models; outsourcing, etc.
MLO3 Develop strategies for new business development, using market segmentation principles and sales skills.
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
In-House MarComm
- Choosing elements of the MarComm mix - Outsourcing and agency selection - Agency management - Reporting and evaluation - Internal communication and facilitation
Agency MarComm
• Revenue models • Market segmentation and targeting • Client management • Resource allocation • Managing intra/inter-agency accounts
New Business Development
• Market Segmentation • Unique selling/value proposition development; • Promotion & advertising • Reactive/proactive pitching • Sales skills
IMC Elements
* Advertising *Sales Promotions *Sponsorship *Direct Marketing * Personal Selling * Public Relations
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing S1 Week 9 Learning Outcome 1
Duration in minutes 0
Assessment Description
Students will research and evaluate examples of Integrated Marketing Communication programmes.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 3
Duration in minutes 0
Assessment Description
n/a
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 No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 6.00 6
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • PR Smith and Ze Zook. (2016), Marketing Communications: Offline and online integration, engagement and analytics, 6th Edition. Kogan Page, USA.
  • Chaffey, Dave; Smith, PR. (2017), Digital Marketing Excellence, Fifth Edition. Routledge, UK.
  • Ryan, Damien. (2017), Understanding Digital Marketing, 4th Edition. Kogan Page, UK.
Supplementary Book Resources
  • Swann, Patricia. (2014), Cases in Public Relations Management, 2nd. Routledge.
This module does not have any article/paper resources
This module does not have any other resources