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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