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MMED7008: Marketing & Media Law
Title:
Marketing & Media Law APPROVED
Long Title:
Media Management, Marketing & Media Law
Module Code: MMED7008
Credits:
5
NFQ Level:
Intermediate
Field of Study:
Multimedia
Valid From:
Semester 1 - 2010/11 ( September 2010 )
Module Delivered
in
4 programme(s)
Module
Coordinator:
ROSE MC GRATH
Module Author:
OLIVE MURPHY O DWYER
Module
Description:
This module explores the conceptual and operational issues of marketing and
implications for business. It will also acquaint students with legal aspects of the media
business environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1
Demonstrate knowledge of the basic principles of marketing and its role within the business
environment;
LO2
Discuss the role of market research within the marketing mix and understand sales strategies;
LO3
Demonstrate knowledge of contemporary issues of marketing;
LO4
Demonstrate a knowledge of the legal aspects of the media business;
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).
No recommendations listed
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
No Co Requisites listed
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MMED7008: Marketing & Media Law
Module Content & Assessment
Indicative Content
Marketing Environment
The 4 Ps of marketing. Pricing strategies and limitations. Channel selection and management; - Marketing
management: analysis, planning, implementation and control; - Market research. Media- and target
group-specific marketing and sales strategies; - The Marketing Plan, its structure and importance; Product life cycle. Developing a new product and its marketing strategy, - Advertising media. Evaluation of
advertising media. The advertising agency. How advertising is organised. Planning and conducting an
advertising campaign. Regulatory environment for advertising. Advertising and the Internet; - Media
business models, - Co-productions and financing. Contemporary issues of marketing; - Internal Marketing,
- Relationship Marketing, - Regulatory & ethical issues.
Media Law
Constitutional law (freedom of expression & right to good name & privacy); case law/precedent - the tort of
defamation (including libel). Legislation - FOI, Data Protection, Broadcasting Authority Act, Defamation,
Privacy Bill; Confidentiality agreements; - Content rights protection and rights management. Watermarking
and fingerprinting. Intellectual property rights / Copyright / Trademarks. International Intellectual Property
Alliance (IIPA); - Freedom of Information Act. Function and operation of FOI and media uses; - The
Regulatory environment – advertising, broadcast, (non)regulation and the Internet; - European Union and
International law in regard to media; - Content exploitation and licensing.
Assessment Breakdown
%
Course Work
40.00%
End of Module Formal Examination
60.00%
Course Work
Assessment Type
Assessment Description
Project
Continuous Assessment
Outcome
addressed
% of
total
Assessment
Date
40.0
Week 8
End of Module Formal Examination
Assessment Type
Assessment Description
Formal Exam
End-of-Semester Final Examination
Outcome
addressed
% of
total
Assessment
Date
60.0
End-of-Semester
Reassessment Requirement
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.
The institute reserves the right to alter the nature and timings of assessment
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MMED7008: Marketing & Media Law
Module Workload
Workload: Full Time
Workload Type
Workload Description
Lecture
Class based instruction
2.5 Every
Week
2.50
Independent & Directed
Learning (Non-contact)
Directed Study, Research and Private Study
4.5 Every
Week
4.50
This module has no Part Time workload.
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Hours Frequency Average
Weekly
Learner
Workload
Total Hours
7.00
Total Weekly Learner Workload
7.00
Total Weekly Contact Hours
2.50
Module Resources
Recommended Book Resources
Jobber and Fahy 2009, Foundations of Marketing, 3rd Ed., McGraw-Hill [ISBN: 13978007121907]
Supplementary Book Resources
Pride & Ferrell 2007, Marketing Concepts and Strategies, 14th Ed., Houghton Mifflin College
Division [ISBN: 9780618977956]
Kotler P & Keller 2005, Marketing management, 12th Ed., Prentice Hall Upper Saddle River, N.J.
[ISBN: 0131457578]
Medcalf, P. 2004, Marketing Communications - An Irish Perspective, Gill & Macmillan [ISBN:
9780717135752]
Linehan, M. & Cadogan, T. 2007, Make that Grade Marketing, 3rd Edition Ed., Gill & Macmillan
[ISBN: 9780717142064]
This module does not have any article/paper resources
Other Resources
www.mii.ie: The Marketing Institute of Ireland
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Module Delivered in
Programme Code
Programme
Semester
Delivery
CR_HMMED_8
Bachelor of Arts (Honours) in Multimedia
5
Mandatory
CR_HDMTE_8
Certificate in Digital Media Design and Development 1
Elective
CR_GMUTE_9
MA in Music & Technology
1
Elective
CR_GMUST_9
MSc in Music & Technology
2
Elective
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