Short Title:Marketing Consultancy Project - Phase 1
Full Title:Marketing Consultancy Project - Phase 1
Module Code:DMKT H4014
 
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:This module gives students the opportunity to apply the skills acquired throughout the course to the challenge of interpreting and devising a strategy that addresses a real brief. They will be assigned a real client who will highlight a marketing issue which they need to address. Students will then research and propose a creative strategy and communications strategy to the client and outline an Advertising/Marketing Communications campaign to meet specific objectives identified.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Demonstrate an ability to build a relationship with their client contact(s).
  2. Devise a communications strategy that fits the client brief.
  3. Propose a creative strategy and communications strategy to the client.
  4. Outline strategies in how to work with clients.
  5. Construct an outline budget.
  6. Work as part of a team and manage the interpersonal issues that arise in the course of the project.
 

Module Content & Assessment

Indicative Content
Workshops
This module builds on the modules of preceding semesters - therefore the purpose is to provide workshops that will facilitate the creation and production of a campaign.
The Marketing Research Process
Secondary / primary research, problem definition, identifying the themes / trends that need to be explored or validated.
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report The continuous assessment will take the form of a written report and ‘marketing pitch’ presentation. This assessment is linked to the semester eight module: CB2 where students will have the opportunity to build on their work for this project. The focus during this semester is to propose a creative strategy and communications strategy to the client and outline an Advertising/Marketing Communications campaign to meet their specific objectives. 1,2,3,4,5,6 70.00 Sem 1 End
Presentation Each student group will give a short presentation on their report in the form of a marketing pitch to their client. 1,2,3,4,5,6 30.00 Sem 1 End
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment

 

Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 80.00
Resources
This module does not have any book resources
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Consumer Marketing
  • Journal: Journal of Marketing Management (USA)
  • Journal: Journal of Marketing Research
  • Journal: Journal of Consumer Marketing
  • Journal: Journal of Advertising Research
  • Journal: Journal of Marketing
  • Journal: Irish Marketing Journal (IMJ)
  • Journal: European Journal of Marketing

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 7 Elective