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.
CA111 (Lecture Hall 1)
Lectures:
Upon completion of this course you will be able to:
 Analyse critically methods and opportunities companies may use to promote
themselves and their product.
 Explain 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 (Full & Part-Time) Bachelor of Commerce; BSc. Business
Information Systems; MA in English 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. (2010) Integrated Marketing Communications in Advertising and
Promotion, 8th International Edition, UK: South Western/Cengage Learning. ISBN-13:
978-0-324-66531-4
The required textbook is available from the University Bookshop and Hardiman
library.
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15th August 2012
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MK314 Media & Marketing Communications
Supplementary
Texts
Pears, R. and Shields, G. (2010) Cite Them Right: The Essential Referencing Guide, 8th
Edition, Houndsmill, Basingstoke, Hampshire, England: Palgrave Macmillan.
ISBN-13: 978-0-230-27231-6 €66.65
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:
Quizzes
20%
Group Brand
5%
Project Report
15%
Project Presentation
10%
(Project Peer Evaluation & Team Work
-5%)
Final Examination
50%
100%
Quizzes
A short quiz is given during class on the chapters assigned for that day. Typically, the
quiz consists of short answer questions, multiple-choice, and/or true-false questions.
Visiting students whose first language is not English may use dictionaries during the
quizzes. N.B. There are no make-up quizzes.
Group Assignments and Projects
The assignments and projects are conducted in groups of 4 to 6 members. Groups will
be assigned around week 5 of term. Every effort will be made to develop multi-cultural
and diverse groups through a stratified random process.
N.B. Enrolment is closed by the end of September with a maximum of 100 students.
If a student’s attendance is poor or non-existent during the month of September, it is
assumed the student is not taking module. It is not possible to enrol in the course
after week 4 of term.
The group project 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. The assignments and project
deadlines are specified in the schedule. Late assignments incur a penalty of 25% per
day.
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
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
15th August 2012
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MK314 Media & Marketing Communications
Date and Topic
Readings
Week 1: 4th September
Overview of Integrated Marketing
Communications
Quiz 1
Chapter 1: Overview of IMC (Shimp, 2010)
Week 2: 11th September
Branding
Quiz 2
Chapter 2: Marcom’s Challenges: Enhancing Brand Equity,
Influencing Behavior, and Being Accountable
Chapter 3: Facilitating the Success of Brands
Week 3: 18th September
Branding &Targeting
Quiz 3
Chapter 4: Targeting
Chapter 5: Positioning
Week 4: 25th September
Targeting & Positioning
Quiz 4
Chapter 6: Objective Setting and Budgeting
Chapter 7: Overview of Advertising Management
Week 5: 2 October
Message Decisions
Quiz 5
Chapter 8: Effective and Creative Advertising Messages
Chapter 9: Message Appeals and Endorsers
Groups Formed
Week 6: 9th October
Advertising Management
Quiz 6
Chapter 10: Measuring Advertising Message Effectiveness
Chapter 11: Advertising Media: Planning and Analysis
Chapter 12: Traditional Advertising Media
Briefing Session About Project – Marketing Communications Plan
Week 7: 16th October
Online & Alternative Media
Quiz 7
Chapter 13: Internet Advertising
Chapter 14: Other Advertising Media
Group Brand Assignment Due 12 noon, Monday, 15th October
Week 8: 23rd October
Sales Promotion
Quiz 8
Chapter 15: Sales Promotion and the Role of Trade Promotions
Chapter 16: Sampling and Couponing
Chapter 17: Premiums and Other Promotions
Week 9: 30th October
PR & Sponsorship
Quiz 9
Chapter 18: Marketing Oriented Public Relations and Word-of-Mouth
Management
Chapter 19: Event and Cause Sponsorship
Week 10: 6th November
Constraints & Ethics
Quiz 10
Chapter 20: Signage and Point-of-Purchase Communications
Chapter 21: Ethical, Regulatory and Environmental Issues
nd
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15th August 2012
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MK314 Media & Marketing Communications
Week 11: 13th November
Project Due
Review
Marketing Communications Plan (i.e., 3 hard copies and 1 soft
copy) Due Monday, 12th November by 12 noon.
Submit to Dr. Torres’ office, Room 303, Cairnes Building.
Quiz 11
Review
Tips for Presentations
Presentation Slides for Marketing Communications Plan (i.e., soft
copy) Due Friday, 16th November by 12 noon.
Submit to Dr. Torres’ email: ann.torres@nuigalway.ie
Week 12: 20th November
Presentations Scheduled
Presentation schedule to be announced
Tentatively scheduled for Wednesday, 21st of November, Dean’s
Meeting Room located on the ground floor of the Cairnes Building
(i.e., near Friar’s and in the older part of the building.)
Dr. Ann M. Torres | Media & Marketing Communications | MK314
15th August 2012
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