Short Title:Advertising & Communications
Full Title:Advertising & Communications
Module Code:DMKT H2019
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Isobel OReilly
Module Description:This module aims to develop in the learner the aptitude to recognise the role of advertising and communications in a business and marketing context and understand the importance of integrated marketing communications in communicating consumer value. It follows and will build on concepts introduced in year 1.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Differentiate between the individual elements of the communications mix and how they interact with each other and the wider marketing mix
  2. Apply marketing communications concepts and theories to formulate solutions to a variety of marketing problems
  3. Discuss the role and importance of advertising within the overall IMC
  4. Apply the techniques of objective setting, promotional budgets, evaluation and control of the marketing communications function to the task of formulating a marketing communications plan

Module Content & Assessment

Indicative Content
Introduction to Marketing Communications:
Promotion within the marketing mix, managing marketing communications, IMC elements -traditional and digital.
Aims and Objectives, The Role of Advertising, Emotion in Advertising, Advertising Strategies, Advertising Models and Concepts, Message, Content and Creative Approaches, Establishing Credibility, Integrating Advertising.
Branding and Product Management:
Managing Brands and Product Lines over through the Product Life Cycle , Brand and Product Portfolios, Successful Branding, Building Brands, Brands strategies, Packaging and Labelling Decisions, New Product Development, Marketing Communications and Brand Equity Distinguishing between Products & Brands
Managing Marketing Communications:
The Development and Perspectives of IMC, IMC Strategies, Tactics and Planning, Objectives and Positioning, The Creative Idea, Budgeting and Marketing Communications, Media Planning, Resources and Marketing Communications, Evaluation of Marketing Communications.
Public Relations:
Aims and Objectives, Characteristics of Public Relations, The Public Relationship Framework, Relationship Management, The Public Relationship Plan, Cause-Related marketing, Methods and Techniques, Crisis Communications, The Integration of Public Relations.
Aims and Objectives, The Growth of Sponsorship, Theories and Concepts, Forms of Sponsorship, The Integration of Sponsorship.
Direct Marketing and other Techniques:
Aims and Objectives, The Role of Direct Marketing, The Growth of Direct Marketing, Databases, Permission Marketing, Multi-channel Selling, The Integration of Direct Marketing, Exhibitions and Trade Fairs.
Personal Selling & Sales Promotion:
Aims and Objectives, Types of Personal Selling, The Role of Personal Selling & Sales Promotion, The Selling Process, Sales Force Management, The Integration of Personal Selling, The Value of Sales Promotion, Sales Promotion Plans, The Strategic Use of Sales Promotion. Loyalty and Retention Programmes, Integrating Sales Promotion.
The Media:
Traditional Media, New Media, Digital Media, Social Change and Social Media, Interactive Communications, Media Planning and Behaviour.
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Student groups will complete an extended IMC plan for a product of their choice. This assignment will be integrated with that of Law & the Regulatory Environment this semester, details of which will be included in the brief. 1,2,3,4 50.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 50.00 End-of-Semester
Indicative 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.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

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 15.00
Every Week 65.00
Recommended Book Resources
  • Chris Fill 2013, Marketing Communications: brands, experiences and participation,, 6th Ed. Ed., Pearson
  • Tom Altstiel, Jean Grow, 2013, Advertising Creative; Strategy, Copy, and Design, 3rd Ed. Ed., Sage Publications Ltd
  • Mullin, Roddy 2014, Promotional Marketing; How to create, implement and integrate campaigns that really work,, 6th Ed. Ed., Kogan Page
Supplementary Book Resources
  • De Pelsmacker, Patrick, Geuens, Maggie and Van Den Berg, Joeri 2013, Marketing Communications: A European Perspective, 5th Ed. Ed., Pearson Education [ISBN: 9780273721]
  • Eagle, Dahl, Hill, Bird, Spotswood & Tapp 2013, Social Marketing, 1st Ed. Ed., Pearson
  • Sandra Moriarty, Nancy D Mitchell and William D Wells 2014, Advertising & IMC: Principles and Practice, Global Edition, 10th Ed. Ed., Pearson Higher Education
  • Brian Halligan, Dharmesh Shah, David Meerman Scott (Foreword) 2010, Inbound Marketing, Wiley [ISBN: 9780470499313]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 3 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 3 Mandatory