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Parent Programme
Bachelor of Business
MODULE NFQ
Level 7
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
Marketing Communications
Reference Code: 713
STAGE
Year 3
Spring Semester 2
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.35 Hours per week

Marketing Communications Module

Introduction to Marketing Communications

The indicative syllabus of this marketing communications module is outlined in the units below:

Introduction to International Marketing

  • The nature of the marketing for organisations operating internationally.
  • Marketing’s relationship with other functions inside organisations:
    • coordinate and integrate plans.
  • Main marketing channels: communication, distribution and service channels.

Conducting international marketing communications research.

Situational analysis and the Competitive Environment

  • Market Information Systems (MIS): Research sources and business data bases.
  • SWOT analysis for a selected international market.
  • Environmental audit (PESTLE) for a selected international market.
  • Analysing local competitors’ strategies.

Understanding Marketing Communications - Consumer & Business Markets

  • Value, satisfaction, expectations.
  • Needs, wants and demands.
  • Analyzing consumer markets.
  • Psychological and behavioural processes influencing buyer responses.

Marketing Strategic Planning

Corporate mission and vision

  • Developing marketing strategies and plans: goals, objectives, strategies and tactics.
  • Establishing Strategic Business Units (SBU).
  • Assigning reseources (GE / McKinsey, BCG matrix, contemporary methods).
  • Assessing growth opportunities (Intensive, Integrative, Diversification).
  • Product planning.

Selecting the Target Market and Product Positioning

  • Market segmentation.
  • Selecting the target.
  • Product / service positioning and repositioning strategies.
  • Building strong brands and Differentiation strategies.

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Assess the fundamental aspects of an Integrated Marketing Communications strategy.
LO 2
Compare and contrast the different marketing communications strategies and tools, and the metrics used for measuring their effectiveness.
LO 3
Evaluate the creative process and the suitability of strategies for managing online and offline communications activities.

Assessment

MIMLOs
Assessment
Percentage
LO 1, LO 2, LO 3
Project
100

Module Aims and Objectives

This module aims to provide learners an understanding of the broad array of communications tools available for the marketing function, and the relative value of each. Being able to effectively communicate with customers, both current and potential, is critical to any organisation. Therefore, fluency with the prominent communication tool is a valuable asset for a business professional.

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