Short Title:Communications Planning & Strategy
Full Title:Communications Planning & Strategy
Module Code:ACCT H4003
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 3 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Patricia Medcalf
Module Description:This module aims to explore the techniques of communications strategy development and critically assess the role of the communications planning function within the agency. The importance of excellence in the development of the brief is emphasised.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate an in-depth understanding of the communications planning function and its relationship with other agency functions, such as creative and account handling.
LO2 Identify and critically analyse important issues in relation to communications strategy development.
LO3 Demonstrate an indepth understanding of the processes deployed to gain key consumer insights and to analyse how these insights can be used in order to develop communications strategy.
LO4 Critically apply the processes involved in writing and understanding a brief.
LO5 Critically assess various media options and vehicles in the context of communications planning.
LO6 Evaluate and recommend frameworks for campaign evaluation.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The likes of a group paper based on analysing trends and their implications on past campaigns; and an examination of current and future trends pertinent to future campaign planning. 2,3,4 30.00 n/a
Continuous Assessment Individual Case Study based on analysing the strategic planning of communications and campaign executions. E.g. Students might be provided with a campaign case study and be asked to identify and explore the insight and process of unearthing the insight that led to an effective communications campaign capable of delivering on the core objectives (both creative and media). Alternatively, students might be provided with a case study and asked to analyse the process involved in developing the campaign and asked to identify metrics that would assess the effectiveness of the campaign. 3,5 30.00 n/a
Continuous Assessment In-class two hour exam requiring students to attempt 3 essay type questions. 1,2,3,4,5,6 40.00 Week 13
No End of Module Formal Examination

TU Dublin – Tallaght Campus 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 Class based instruction and discussion 3.00 Every Week 3.00
Independent Learning Time Reading and review of course content 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction and discussion 2.00 Every Week 2.00
Independent Learning Research, reading, case analysis 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Larry D Kelly and Donald W Jugenheimer 2015, Advertising Account Planning, Third Ed., M.E. Sharpe
Recommended Book Resources
  • John Hegarty 2011, Hegarty on Advertising, Thames and Hudson [ISBN: 9780500515563]
  • Hamish Pringle and Jim Marshall 2012, Spending Advertising Money in the Digital Age: how to navigate the media flow, Kogan Page
  • Nick Burcher 2012, Paid, Owned, Earned: maximizing marketing returns in a socially connected world, Kogan Page [ISBN: 978-0-7494-6562-9]
  • Antony Young 2010, Brand Media Strategy: Integrated Communications Planning in the Digital Era, Palgrave Macmillan [ISBN: 9780230104747]
  • Lana, Steve and Woll, Jeff 2006, The Little Blue Book of Advertising
  • Sullivan, Luke 2003, Hey, Whipple, Squeeze This: a guide to creating great ads, 2nd ed Ed., John Wiley & Sons, Inc
This module does not have any article/paper resources
Other Resources
  • Library database: WarcWarc
  • Various: IAPI Advertising Effectiveness (AdFX) Awards case studies
  • Website: APG, The Account Planning Group
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 7 Mandatory
TA_BADMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 7 Elective
TA_BMDMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 7 Elective