MKT42410 Omnichannel Mkt Communications

Academic Year 2021/2022

Marketers have more opportunities to connect and engage with consumers than ever before. Marketers need to recognise that consumers engage with firms and brands at various touch points and across multiple platforms and channels. Keeping brand-customer interactions consistent across multiple channels and ensuring a seamless experience for consumers is the new challenge. Omnichannel marketing puts the customer at the centre of any marketing communications strategy, and then determines the right messages and channels to engage with them. During this module, students will learn about the scope of omnichannel marketing communications, particularly emphasising the integration of offline and online channels. The course will cover the core terms, definitions and concepts, as well as latest theories in marketing communications. It will highlight how communication has fundamentally changed in a digital age, and how marketers can most effectively respond to these changes.

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Curricular information is subject to change

Learning Outcomes:

Learning Outcomes:
• Understand the core concepts and theories and marketing communications
• Learn about how customer journeys and communication has changed in the digital age
• Comprehend the importance of omnichannel strategies
• Understand how to manage the marketing communications mix
• Learn how to develop communications across multiple platforms and channels through media planning
• Comprehend how to measure communications effectiveness
• Understand the ethics of marketing communications

Student Effort Type Hours
Lectures

24

Total

24

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Analyze a data-set and make recommendations Unspecified n/a Graded No

25

Continuous Assessment: Communication Strategy - group project/presentation Unspecified n/a Graded No

35

Continuous Assessment: In-class participation and homework assignments Unspecified n/a Graded No

10

Continuous Assessment: Audit a brand's communication portfolio Unspecified n/a Graded No

30


Carry forward of passed components
No
 
Resit In Terminal Exam
Summer Yes - 2 Hour
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

We will debrief assignments in class or via a debriefing document

Name Role
Ms Nuala Doyle Tutor
Spring
     
Lecture Offering 1 Week(s) - 19, 20, 21, 22, 23, 24, 25, 28, 29, 30, 31, 32 Tues 09:00 - 11:50
Lecture Offering 2 Week(s) - 19, 20, 21, 22, 23, 24, 25, 28, 29, 30, 31, 32 Tues 14:00 - 16:50
Lecture Offering 3 Week(s) - 19, 20, 21, 22, 23, 24, 25, 28, 29, 30, 31, 32 Wed 15:00 - 17:50
Spring
     

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