Short Title:Applied Communications & Media
Full Title:Applied Communications & Media
Module Code:COMM H4007
Credits: 5
NFQ Level:8
Field of Study:Political Science and civics
Module Delivered in 1 programme(s)
Module Author:Ciara Graham
Module Description:Students will develop a deep and critical understanding of all aspects of commercial communications and media and how they work within business and political campaigns. Rationale To develop students┬┤ understanding of the role played by media and marketing communications in business and political campaigns.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Develop a basic understanding of semiotics and communications theory.
LO2 Critically assess the role of the media
LO3 Demonstrate a detailed understanding of each of the elements of the communications mix
LO4 Critically analyse marketing campaigns and make a presentation of their critiques
LO5 Demonstrate an ability to integrate the different elements of the promotions mix in a campaign
LO6 Assess the regulation of media and communications within society
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Communications Theory & Semiotics
Communications Theory; Schramm's Model of Communications; Semiotic Theory & Analysis; Measuring Effectiveness
Applied Communications
Advertising, Product Placement, Celebrity Endorsement Social & Viral Media Public Relations, Publicity, Sponsorship Sales Promotion, Personal Selling, Internet & Direct Marketing Integrated Marketing Campaigns
Critical Theory
The Mediated Environment: Media in The Wider Political Economy: Media as Commodity; Media & Communications in Free-market Capitalism; Media & Ideology Media & Democracy: Power & Control in the Media; The Propaganda Model; Media Ownership and Industry Structures The Application of Marketing in Political Campaigns: Market Research; Branding; Communications; Spin Regulation & Media Ethics: Press Freedom, ASAI, BCI, etc
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Assignment Students are required to prepare a semiotic, media and marketing analysis of an advertisement. This written project will be prepared in groups and will be complemented by an in-class presentation for critique and discussion. 1,3,4,5 30.00 n/a
Presentation Presentation of written group analysis, to take place in-class for critique by lecturer and discussion by class group. 1,3,4,5 20.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,6 50.00 End-of-Semester
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.

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture In class lectures & tutorials 3.00 Every Week 3.00
Independent Learning Independent Reading, Study and Project Work 3.00 Every Week 3.00
Total Weekly Learner Workload 6.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.

Module Resources

Required Book Resources
  • Edward S. Herman and Noam Chomsky 1994, Manufacturing consent, Vintage London [ISBN: 978-0099533115]
  • Patricia Medcalf 2004, Marketing communications, Gill & Macmillan Dublin [ISBN: 978-0717135752]
Recommended Book Resources
  • Edward Bernays; with an introduction by Mark Crispin Miller 2005, Propaganda, Ig Publishing Brooklyn, N.Y. [ISBN: 978-0970312594]
  • Paddy Scannell, 2007, Media and Communication, Sage Publications [ISBN: 978-1412902694]
  • Vance Oakley Packard, Mark Crispin Miller (Introduction) 2007, The Hidden Persuaders, Reissued Ed., IG Publishing [ISBN: 978-0978843106]
Required Article/Paper Resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
TA_HEURS_B Bachelor of Arts (Honours) in European Studies 8 Elective