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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 Page 1 of 5 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 Page 2 of 5 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. Page 3 of 5 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 Page 4 of 5 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 Page 5 of 5