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MKT30090

Academic Year 2024/2025

Marketing Communications: Content and Campaigns in the Digital Age (MKT30090)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
Module Coordinator:
Mrs Fiona Sweeney
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This course aims to provide students with a comprehensive understanding of developing an Integrated Marketing Communications Strategy and campaign through the exploration of critical areas such as insight, storytelling, creativity, content strategy & the consumer journey. Effective marketing communications demands both analytical thinking and creative storytelling abilities. It requires an in-depth understanding of the target audience to create a compelling brand narrative that engages them in meaningful interactions throughout the decision-making process aligned with clearly defined objectives. This process incorporates the consumer's role in co-creating brand stories, involves selecting appropriate media channels, and necessitates continuous measurement and adaptation to the dynamic marketplace.

About this Module

Learning Outcomes:

By the end of the semester, you should have the knowledge of:
1. The role and purpose of marketing communications in the overall marketing strategy and delivery of business goals.
2. The role of insights in shaping marketing communication strategies and campaigns, how to generate insights and how to translate insights to marketing actions.
3. The art and science of storytelling and how to create engaging narratives that effectively engage consumers.
4. How to develop a content marketing plan marketing that aligns with marketing and organisational objectives.
5. How to design an integrated marketing communications strategy that enhances consumer experiences and engagement at each stage of the consumer journey.

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

72
Autonomous Student Learning

24
Lectures

24
Total

120

Approaches to Teaching and Learning:
Lectures, to include guest speakers, case studies and in-class discussions

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Quizzes/Short Exercises: Quizzes Week 6, Week 12 Graded No
50
 No
Group Work Assignment: Group Project Week 12 Graded No
40
 No
Participation in Learning Activities: Class Participation Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Graded No
10
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Autumn Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Lynne Tracey Lecturer / Co-Lecturer

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Exam Spring (ALU) Offering 1 Week(s) - 25 Tues 18:30 - 20:20
Spring Exam Spring (ALU) Offering 1 Week(s) - 33 Tues 18:30 - 20:30
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 09:00 - 10:50
Spring Exam Spring (ALU) Offering 2 Week(s) - 25 Tues 18:30 - 20:20
Spring Exam Spring (ALU) Offering 2 Week(s) - 33 Tues 18:30 - 20:30
Spring Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 12:00 - 13:50
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