Short Title:Marketing Communications
Full Title:Marketing Communications
Module Code:COMM H2012
Credits: 5
Field of Study:Audio-visual techniques and media production
Module Delivered in no programmes
Module Author:DAVID IRWIN
Module Description:This module aims to provide the graduate with skills that will enable them to understand marketing communications with particular reference to the Promotion aspects of Advertising and Public Relations.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain the key aspects of marketing communications theory
LO2 Distinguish between the different media used in marketing communications
LO3 Explain the role of advertising, how it is created, executed and evaluated
LO4 Understand the concept of Public Relations

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The student will undertake two assignments based on aspects of Public Relations and Advertising.   50.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   50.00 End-of-Semester

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


Module Workload

This module has no Full Time workload.
This module has no Part Time workload.

Module Resources

Required Book Resources
  • Medcalf, Patricia 2004, Marketing Communications, an Irish Perspective, Gill&McMillan
  • Fanning, John 2003, “Irish Advertising-Bhfuil Se or Wont Se, Irish Marketing Review, vol 16, no2
Recommended Book Resources
  • Belch, G & Belch, M. 2002, Advertising and Promotion: an integrated marketing communications perspective, 6th ed Ed., Prentice Hall
  • Fanning, J 2006, The Importance of being branded: an Irish perspective, The Liffey Press
  • Fill, C. 2002, Marketing Communications; contexts, contents and strategies, 3rd ed Ed., Prentice Hall
  • Shaw, H 2006, The Irish Media Directory and Guide, Gill & McMillan
  • Shimp, T. 2007, Integrated marketing communications in advertising and Promotion, 7th ed Ed., Thomson/South-Western
  • Packard, V. 1991, The Hidden Persuaders, Penguin
This module does not have any article/paper resources
This module does not have any other resources