Module Details

Module Code: MRKT B7014
Full Title: Digital Marketing, PR & Communication
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner:: John Sisk
Departments: Unknown
Module Description: This module introduces learners to the fundamentals of Marketing and Marketing Communication (in particular Public Relations and Advertising), introducing the basics of marketing communication activities and the ever changing developments, affecting the very nature of how businesses interact with their markets.The module places students in a position to appreciate the critical and changing role of Marketing & Marketing Communication activity, and the impact of digital technology therein. The module informs learners about the different popular MarComm tools, how they work, when they are best used, the advantages and disadvantages of each, and how they work together in an Integrated Marketing Communication (IMC) campaign.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Know what it means to have a market focused mindset and the positive impact that this can have on an enterprise.Create, discuss and apply the components of a marketing plan in a contemporary setting.
MLO2 Evaluate the role played and the impact of marketing and marketing communication activity in contemporary society.
MLO3 Assess the various marketing communication tools available to the marketer and be aware of developments, particularly in the digital space.
MLO4 Define how the IMC elements can be integrated into an effective communication programme to build relationships with customers and other key publics.
MLO5 Construct a comprehensive Integrated Marketing Communication (IMC) plan, including both traditional and digital elements.
MLO6 Identify the key stages involved in the making of an ad and any current trends and issues relating to the industry.
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
The marketing philosophy and its practice is introduced as well as an insight into the tectonic changes that are currently taking place in the marketplace that will change the way that marketing activity takes place from here on. How Digital Marketing has changed and will continue to change, every aspect of marketing activity. The importance of creating added value, the critical importance of knowing your customers-how they buy and why. What does a Marketing Plan contain and why do we need one. What does a Digital marketing consist of and how it differes from a " conventional " Marketing Plan. What part contemporary technology plays in creating value for customers. Marketing in a global space how to cope- what we need to know. Marketing and its relevance to SME’s, LSE’s , FP’s and NFPs. The emerging digital culture/the digital transformation. Is all marketing " digital marketing"? The professional bodies that represent marketing, domestic and international. Changing organisational structures with marketing at the centre.
Introduction to Marketing Communication
Public Relations Introduction to public relations What is public relations?, Misconceptions surrounding PR, History of PR, The professional PR practitioner - skills and attributes The practice of public relations Typical structure of PR consultancies, In-house departments, Roles, The PR industry in Ireland What is a ‘public’ Understanding publics, market segmentation and target public identification. PR campaigns - Preparation and implementation Situation analysis, Objectives, Defining publics, PR tools and techniques, Evaluation, Budgets - controlling costs, case studies to demonstrate best practice Role of the Press/ Media Officer Function, skills needed to perform the job, supplying material to the media PR Ethics PR industry codes of conduct - Code of Athens and Code of Lisbon Online PR Social Media, Blogs, Websites, Engaging with Publics Online Semester 2 Advertising What is advertising Role of advertising Types of advertising (native/display/advertorials/sponsored messages, etc.) The primary advertising media Creative execution style (advertising message; advertising appeal, etc.) The advertising brief The key stages in the creative process Measurement (Conversions, CPC, Impressions, Ratings, etc.) Current issues & trends.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Class Test % of Total Mark 12.5
Marks Out Of 100 Pass Mark 40
Timing S1 Week 6 Learning Outcome 1,2
Duration in minutes 60
Assessment Description
Marketing Foundation Concepts
Assessment Type Class Test % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 4,6
Duration in minutes 60
Assessment Description
MarComm Foundation Concepts
Assessment Type Class Test % of Total Mark 12.5
Marks Out Of 100 Pass Mark 40
Timing S1 Week 6 Learning Outcome 1,2
Duration in minutes 60
Assessment Description
Assess basic understanding of Marketing concepts and issues
Assessment Type Continuous Assessment % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 9 Learning Outcome 6
Duration in minutes 0
Assessment Description
Advertising: group presentation (15%); individual report (10%)
Assessment Type Continuous Assessment % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing S1 Week 8 Learning Outcome 3,4,5
Duration in minutes 0
Assessment Description
PR: Class Test 15% / Individual Project 10%
No Project
Practical
Assessment Type Practical/Skills Evaluation % of Total Mark 0
Marks Out Of 0 Pass Mark 0
Timing Every Second Week Learning Outcome 1,2,5
Duration in minutes 60
Assessment Description
Learners are required to prepare on a regular basis short papers to demonstrate that they are aware of the contemporary issues within the orbit of this module
No 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 Learners are introduced to the material within the context of a regular class meeting and discussion. Every Week 4.00 4
Total Weekly Learner Workload 4.00
Total Weekly Contact Hours 4.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent Study Non Contact Learners are encouraged to participate in independent study as a direct consequence of class activity and discussion Every Week 5.00 5
Lecture Contact Learners are introduced to the material within the context of a regular class meeting and discussion. Every Week 2.00 2
Directed Reading Non Contact Learners are invited to aquaint themselves with a portfolio of material as directed by the lecturer Every Week 2.00 2
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Kotler & Armstrong. (2015), Principles of Marketing, Global Edition, 16. Pearson, USA, [ISBN: 13: 978129209].
  • Paul R Smith. (2018), SOSTAC: The Guide to your Perfect Digital Marketing Plan, 5th. PR SMITH, UK.
  • Gunning, Ellen. (2019), Public Relations, A Practical Approach, 3rd. Macmillan International, London.
  • Clow, K., Baack, D.. (2015), Integrated advertising, promotion, and marketing communications, 7th. Pearson, Boston.
Supplementary Book Resources
  • Kaufman & Horton. (2015), Digital Marketing, 1. Routledge, p.360, [ISBN: 9780415716758].
  • Fans Yakob. (2015), Paid Attention: Innovative Advertising for the Digital World, Kogan Press.
  • Luke Sullivan. (2016), Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th. John Wiley & Sons.
  • Gary Vaynerchuck. (2011), The Thank You Economy, Harper Collins, New York, [ISBN: 9780061914249].
  • Belch, G., Belch, M.. (2018), Advertising and promotion : an integrated marketing communications perspective, 11th. McGraw-Hill, New York.
  • Seth Godin. (2012), The Icarus Deception, Portfolio Penguin, USA, [ISBN: 9780670922925].
  • Tench, R & Yeomans, L. (2017), Exploring Public Relations, 4th. Pearson Education.
  • Morris, Trevor & Goldsworthy, Simon. (2016), PR Today, The Authoritative Guide To Public Relations, 2nd. Palgrave Macmillan, London.
  • Theaker, Alison. (2016), The Public Relations Handbook, 5th. Routledge.
This module does not have any article/paper resources
Other Resources
  • Website, AMPC. Association of Marketing Promotion Consultants,
    http://apmc.ie/
  • Website, PRII. Public Relations Institute of Ireland,
    http://www.prii.ie
  • Website, AAI. Association of Advertisers in Ireland,
    http://www.aai.ie/
  • Website, MII. Marketing Institute of Ireland,
    http://www.mii.ie
  • Website, ICAD, 'Institute of Creative Advertising & Design,' www.icad.ie.
  • website, Association of Irish Market Research Organisations http://www.aimro.ie/.
  • Website, Irish Internet association http://www.iia.ie/.
  • Social Media Sources, An extensive and rich source of material is available on-line and in real time.Learners will be directed to relevant media to remain up to date on breaking news in their field of study.
  • Website, Mobile Marketing Association http://www.mmaglobal.com/.
  • Website, International Institute of Marketing Professionals http://www.theiimp.org/marketing-interna tional-association/.
  • Website, Public Relations Consultants Association of Ireland. Public Relations Consultants Association of Ireland,
    http://www.prca.ie