MK314 Media & Marketing Communications
MK314 Media & Marketing Communications
Objective
Lecturer
Times
Overall Learning
Outcomes
Format
Programmes
Course Material
Core Text
Organisations seek innovative ways of communicating effectively and efficiently with
their target audience or public. Marketing communicators are challenged to use
communication methods that break through the clutter, reach audiences with interesting
and persuasive messages, enhance brand equity, drive sales and achieve strategic
objectives. This course provides a contemporary view of the role and importance of
marketing communications by examining the various tools within marketing
communications such as, advertising, public relations, sponsorship, and online media.
Name
Office
Ext
E-mail
Dr. Ann M. Torres
Room 303
Cairnes
Building
2710
(091) 492710
ann.torres@nuigalway.ie
Day
Time
Venue
Tuesday
4 to 6 p.m.
AC215
Lectures:
Upon completion of this course you will be able to:
 Examine critically methods and opportunities companies may use to promote
themselves and their product.
 Understand how marketing communications facilitates in creating new
markets and in selling existing products or services.
 Demonstrate the application of marketing communication concepts through
individual and group exercises.
 Formulate a marketing communications plan for a particular firm or
organisation.
Classes combine lectures with interactive discussion and written work. Students are
expected to read and prepare the required material before class to facilitate this
discussion.
3rd and 4th Year Bachelor of Commerce; MA in Literature and Publishing
A course web site is available at http://blackboard.nuigalway.ie
N.B. This course outline is available on blackboard in pdf format. Should you have a
visual disability and require the document in another format, please contact me and I
will oblige.
Shimp, T. (2009) Integrated Marketing Communications in Advertising and
Promotion, International Edition, 8th International Edition, UK: South
Western/Cengage Learning. ISBN-13: 978-0-324-66531-4
The required textbook is available in the University Bookshop and from the library’s
reserve desk. Previous editions may also be acceptable, however, ensure the topics are
compatible.
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15 September 2009
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MK314 Media & Marketing Communications
Supplementary
Texts
Pears, R. and Shields, G. (2008) Cite Them Right: The Essential Referencing Guide, 7th
Edition, Durham, England, UK: Pear Tree Books.
ISBN-13: 978-0-9551216-1-6
Assessment
The overall mark given for this course is based on weekly quizzes, wiki assignments,
group projects, and a final exam. The allocation of marks is as follows:
Weekly Quizzes (9)
10%
Wiki Assignments (5)
10%
Project
20%
Presentation
10%
Final Examination
50%
100%
Quizzes
A short quiz is given at the beginning of every class on the chapters assigned for that
day. Typically, the quiz consists of 1 to 4 short answer questions, multiple-choice,
and/or true-false questions. Visiting students whose first language is not English may
use dictionaries during the quizzes. There are no make-up quizzes, however, the final
quiz mark will be averaged by 7.
Group Assignments and Projects
The wiki assignments, project, and the plan for the Google online challenge are
conducted in groups of 3 to 4 members. It may be desirable to form groups with people
with whom you have not worked before and to have mixed groups (i.e., in terms of
gender or programme). For Bachelor of Commerce students, the 4th member of each
group is to be a visiting student.
The Wiki Assignments will typically be assigned in class on Tuesday and will be due
by noon on Friday of the same week.
The group assignment is meant to demonstrate a clear understanding of the major
issues involved in the areas of marketing communications through reading the
textbook, as well as additional research. Written submissions are to be presented in a
professional manner. Additional guidelines will be given throughout the term. The
project and presentation deadlines are specified in the schedule.
N.B. A minimum of 35% is required in the final written examination before marks for
continuous assessment can be included in the determination of the overall mark for the
subject.
Workload hours
Please note, this subject will require time outside of lecture hours to complete the
assignments and engage in independent study. A suggested outline of this time
commitment is as follows:
Credit weighting:
5 ECT
Lecture hours:
24 hours (i.e. average of 2 hours/week)
Group assignment work:
48 hours (i.e. average of 4 hours/week)
Independent study:
36 hours (i.e. average of 3 hours/week)
Revision for examination:
15 hours
Examination:
2 hours
Total Student Effort:
125 hours over 12 weeks
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15 September 2009
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MK314 Media & Marketing Communications
Date and Topic
Readings
Week 1: 8th September
Course Introduction
Week 2: 15th September
Overview of Integrated Marketing
Communications
Week 3: 21st September
Branding
--
Quiz 1
Chapter 1: Overview of IMC (Shimp, 2010)
Quiz 2
Chapter 2: Marcom’s Challenges: Enhancing Brand Equity, Influencing
Behavior, and Being Accountable
Chapter 3: Facilitating the Success of Brands
Week 4: 28th September
Fundamental Marcom Decisions
Quiz 3
Chapter 4: Targeting
Chapter 5: Positioning
Chapter 6: Objective Setting and Budgeting
Wiki Assignment 1 Due 12 noon, Friday, 2nd October
Week 5: 5th October
Advertising Management
Quiz 4
Chapter 7: Overview of Advertising Management
Chapter 8: Effective and Creative Advertising Messages
Chapter 9: Message Appeals and Endorsers
Wiki Assignment 2 Due 12 noon, Friday, 9th October
Week 6: 12th October
Advertising Management
Quiz 5
Chapter 10: Measuring Advertising Message Effectiveness
Chapter 11: Advertising Media: Planning and Analysis
Wiki Assignment 3 Due 12 noon, Friday, 16th October
Week 7: 19 October
Advertising Management
Quiz 6
Chapter 12: Traditional Advertising Media
Chapter 13: Internet Advertising
Chapter 14: Other Advertising Media
Wiki Assignment 4 Due 12 noon, Friday, 23rd October
Week 8: 26th October
Sales Promotion Management
Quiz 7
Chapter 15: Sales Promotion and the Role of Trade Promotions
Chapter 16: Sampling and Couponing
Chapter 17: Premiums and Other Promotions
Wiki Assignment 5 Friday, 30th October
Week 9: 2nd November
Other MarCom Tools
Quiz 8
Chapter 18: Marketing Oriented Public Relations and Word-of-Mouth
Management
Chapter 19: Event and Cause Sponsorship
th
Week 10: 9th November
MarCom Constraints
Quiz 9
Chapter 20: Ethical, Regulatory and Environmental Issues
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15 September 2009
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MK314 Media & Marketing Communications
Week 11: 16th November
Week 12: 23rd November
Review
Marketing Communications Plan (i.e., 2 copies) Due Monday, 16th
November by 12 noon. Submit to Dr. Torres’ office.
No class on Tuesday, however, it is recommended that groups use the
class time to practice their presentations.
Presentation schedule to be announced.
Catch-up/Review
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15 September 2009
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