Download GALWAY-MAYO INSTITUTE OF TECHNOLOGY

Bachelor of Business in Marketing
Marketing Communications
Course Outline 2005-06
Lecturer: Carmel Brennan
Learning Outcomes
On completion of this course the student will:
1. Understand the theoretical basis of marketing communications.
2. Be aware of the marketing communications tools and media vehicles
available to the marketer.
3. Be able to apply selected marketing communications tools, and research
media in Ireland.
4. Be able to plan and implement a marketing communications programme.
5. Appreciate how marketing communications theory and implementation has
moved towards an integrated approach.
1. Marketing Communications and the Marketing Communications Mix
The marketing communications mix, its role in relation to the marketing mix,
marketing communications objectives and tools. The integration of marketing
communications tools. Factors influencing choices of tools. Models of
communication and marketing communications. Marketing communications and
buyer behaviour. Planning for Marketing Communications.
2. The Marketing Communications Industry in Ireland
The changing marketing communications environment. Marketing communications
briefs, marketing communications agencies. Agency selection and remuneration.
Regulation of the advertising industry.
3. Corporate Identity and Branding
Corporate identity and image. Creating and changing corporate identity. The role
of marketing communications in branding.
4. Media Planning
Media in Ireland, Media planning concepts and process
4. Advertising
Role of advertising, types of advertising, process of advertising, evaluating
advertising.
6. Publicity and Public Relations
PR and its role, building and maintaining relations with the media, PR tools, Crisis
management, Writing Press Releases and planning distribution, Sponsorship
7. Direct Marketing
Direct marketing, objectives, tools, database marketing, direct mail, writing
effective direct mail.
Carmel Brennan, Room 233C, Tel: 091 742266, e-mail: [email protected]
1
8. Exhibitions
Exhibitions and the Marketing Communications Mix, Setting objectives, choosing
exhibitions to attend, planning and coordinating exhibition attendance, pre-show
promotion, post-show evaluation, stand sales technique.
9. Online Marketing Communications
Characteristics of the internet as a marketing communications medium, internet
marketing and the marketing communications mix
10. Other promotion methods
Sales promotion, packaging, point of sales material, brochures – design and content.
The course will be taught through a combination of lectures, guest lectures,
class discussions, and practical exercises. Case studies will be used to
examine marketing communications in practice, and students should
monitor current marketing communications developments. The focus of this
class will be on the application of theory. You will have the opportunity to
develop and implement your marketing communications knowledge and
skills through an integrated project.
Due to the interactive nature of this class and the group work involved in
continuous assessment, it is imperative that you commit to full attendance
and participation. The assessment, as described below, is a challenging
practical project that requires you to apply marketing communications
theory, but also leaves considerable scope for creativity. This subject will
require you to engage in independent research in relation to aspects of the
project.
In addition to marketing communications knowledge and skills, you will
also develop your interpersonal communications skills, written skills,
organisation and time management skills. Through practice you should
become proficient at organising meetings – setting agendas, controlling
meetings and writing minutes. The assessment for this subject contains a
considerable amount of large and small group work, which reflects what
you will experience in the workplace. You will encounter the benefits and
difficulties that are characteristic of group work, and will develop personal
skills that will improve your performance as a group member in the future.
This subject will provide you with many opportunities to develop
personally. However, it should be noted, that the return you get from this
class is entirely dependent on what you put into it.
Carmel Brennan, Room 233C, Tel: 091 742266, e-mail: [email protected]
2
Marks Allocation:
Continuous Assessment 50%
Final Examination
50%
Continuous Assessment - Integrated Marketing Communications
Assignment
Students will complete the following, working on a group basis in relation
to an allocated scenario:
 Provide brief background information on company and its situation
 Specify the trade exhibition you will attend and identify its visitors.
 Develop objectives for participation in trade exhibition.
 Develop budget and time schedule for trade exhibition plan.
 Develop pre-show promotion plan, which must include the
development of a press release, a direct mail shot, an advertisement and
a brochure.
 Devise and create stand layout, and support material for use at ‘The X’
exhibition.
Students will be expected to develop a portfolio with the above information.
Evidence of application of marketing communications theories should be
present. The final part of the portfolio will contain individual reflections of
students’ experiences of developing and implementing a marketing
communications programme, their experiences in relation to completing
individual tasks and working as part of a team, and their thoughts on how
they could improve the process in the future. Specific details in relation to
this project, and its marking scheme will be distributed in class.
End of Year Examination
This will consist of a two hour paper. Students will have to answer 3 from 5
questions.
Required Reading:
Medcalf, Patricia (2004) Marketing Communications – An Irish
Perspective, Gill & Macmillan
(This text will be used as the basis of the course – students should bring the
text to class, as it will be used to examine cases etc. The book is available in
ABC Bookshop, Corbett Court)
Recommended Reading:
ASAI (2001) Code of Advertising Standards for Ireland
Copley, Paul (2004) Marketing Communications Management – Concepts &
Theories, Cases & Practices, Elsevier Butterworth-Heinemann
Belch & Belch (2004) Advertising & Promotion – An Integrated Marketing
Communications Perspective, 6th ed, Irwin McGraw Hill
Blythe, Jim, Marketing Communications, Prentice Hall, 2000.
Butterfield, Leslie (Editor)(1997), Excellence in Advertising, IPA Guide to Best
Carmel Brennan, Room 233C, Tel: 091 742266, e-mail: [email protected]
3
Practice, Butterworth Heinemann
Gunning, Ellen (2003) Public Relations - A Practical Approach, Gill and
Macmillan
Hutchinson, (1999) Managing & Marketing your Website, Oak Tree Press
Jurisevic, S Ivan (2002) Exhibitions and trade shows : the step-by-step guide to
making a profit from exhibiting, Prentice Hall
Krause, Jim, Layout Index, How Design Books, 2001
Lawlor & Keane (editors) (1998), Direct Marketing in Ireland: Theory &
Practice, Oak Tree Press
McGoey, (1998) Marketing on the Internet: Winning Global Competitive
Advantage, Oak Tree Press
Miller, Steve (2001) How to Get the Most Out of Trade Shows, Verulam
Ogden, James R (1998) Developing a Creative and Innovative Integrated
Marketing Communications Plan, Prentice Hall
Hahn et al (2003) Do-it-yourself advertising and promotion : how to produce
great ads, brochures, catalogs, direct mail, web sites, and more!, Wiley
Semenik Richard, (2002) Promotion and Integrated Marketing
Communications, Southwestern
Shimp, Terence, (2003) Advertising & Promotion – Supplemental Aspects of
Integrated Marketing Communications, 6th edition, Harcourt
Useful Websites:
www.aai.ie The Association of Advertisers in Ireland
www.iapi.ie The Institute of Advertising Practitioners in Ireland
www.asai.ie The Advertising Standards Authority of Ireland
www.adworld.ie Media ratings and other advertising news
www.acnielsen.com Research on TV audiences
www.medialive.ie Statistics on various media
www.prii.ie Public Relations Institute of Ireland
www.spii.ie Sales Promotion Institute of Ireland
www.comreg.ie Commission for Communications Regulation
www.dataprivacy.ie The Office of the Data Protection Officer
www.dma.ie Direct Marketing Associates
www.idma.ie Irish Direct Marketing Association
www.salesinstitute.ie Sales Institute of Ireland
www.amarach.com Research company specialising in the research of
trends
www.kompass.ie Provides tips on online marketing
www.enterprise-ireland.com Contains case studies in e-marketing
www.clickz.coms/stats/ Web trends and statistics
www.mii.ie Marketing Institute of Ireland
www.bci.ie Broadcasting Commission of Ireland
www.adslogans.co.uk/general/students Information on creating Ad
Slogans
www.abc.org.uk Circulation of print media
Carmel Brennan, Room 233C, Tel: 091 742266, e-mail: [email protected]
4