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MKT42410

Academic Year 2023/2024

Omnichannel Mkt Communications (MKT42410)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Dr Julie Schiro
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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.

About this Module

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 Hours:
Student Effort Type Hours
Lectures

24
Total

24

Approaches to Teaching and Learning:
In-class participation, interactive lectures, individual assignments (in and out of class), group work

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 In Module Component Repeat Offered
Continuous Assessment: In-class Quizzes Unspecified n/a Graded No
55
 No
Continuous Assessment: Group project Unspecified n/a Graded No
35
 No
Continuous Assessment: In-class participation and homework assignments Unspecified n/a Graded No
10
 No

Carry forward of passed components
No
 

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

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
Mr Kevin Ryan Lecturer / Co-Lecturer
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