Short Title:Media Options
Full Title:Media Options
Module Code:MEDA H2005
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 4 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Patricia Medcalf
Module Description:This module aims to provide students with an understanding of the media industry and a practical knowledge of the nature and types of media options used for marketing communications.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain the role of media in marketing communications.
LO2 Explain the importance of media for contemporary businesses when communicating with their target audiences.
LO3 Appraise the media industry from a marketing communications perspective and how it works.
LO4 Describe and assess the key traditional media options available
LO5 Describe and assess various digital media options
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions There may be in-class tests. 1,2,3 20.00 n/a
Presentation Working in pairs, students might conduct secondary research to learn about a specific media option. Based on their findings, they might prepare and deliver a presentation to the class. 4,5 30.00 Ongoing
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 50.00 End-of-Semester

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 3.00 Every Week 3.00
Independent Learning Time Secondary research, group meetings, readings 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 2.00 Every Week 2.00
Independent Learning No Description 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Helen Katz 2016, The Media Handbook: a complete guide to advertising media selection, planning, research and buying, 6th Ed., Routledge New York [ISBN: 9781138689169]
  • Nick Burcher 2012, Paid, Owned, Earned: maximising marketing returns in a socially connected world, Kogan Page [ISBN: 978-0-7497-6562-9]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 3 Mandatory
TA_BADMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 3 Elective
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 3 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 3 Elective