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MRKT7013 - Advertising and Promotion

Title:Advertising and Promotion
Long Title:Advertising and Promotion
Module Code:MRKT7013
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2018/19 ( September 2018 )
Module Delivered in 5 programme(s)
Module Coordinator: Pio Fenton
Module Author: LISA SCANNELL
Module Description: To understand the role of advertising and promotion in today's business world, students must recognise how a firm can use all the promotional tools to communicate with its customers.This module will enable students to apply a holistic approach to planning and coordinating promotional programmes.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Examine how advertising and promotional elements must be coordinated to communicate effectively.
LO2 Analyse the role of advertising in modern marketing and define creativity in an advertising context.
LO3 Analyse the various types of advertising appeals and creative execution styles that can be used in the development and implementation of an advertising message.
LO4 Describe a vast variety of channels used to deliver communications and promote products.
LO5 Examine the various promotional-mix elements that form the basis of the integrated marketing communications programme.
LO6 Prepare an advertising and promotions campaign.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Marketing Communications - An Introduction
Examine the marketing communication function and the growing importance of advertising and other promotional elements in marketing programmes. The Concept of Integrated Marketing Communications (IMC) and the Benefits that IMC brings to an Organisation. The Promotional Mix: The Tools of IMC. The Role of Advertising and Promotion.
Advertising Trends and Concepts. Advertising Campaign Management. Objective Setting and Budgeting. Creative Strategy:Planning and Development. The Importance of Creativity in Advertising. Endorsers in Advertising. Advertising Appeals and Execution Styles. Effective and Creative Ad Messages.Characteristics and Evaluation of Media. Traditional and Non-traditional Support Media. Market Research and Advertising. Measuring the Effectiveness of Advertising. Industry Best Practices. Ethics in Advertising. Advertising Agency. Advertising Standards Authority of Ireland.
Sales Promotions
Sales Promotion Concept and Issues. Categories of Sales Promotions. Coordinating Sales Promotion with Advertising and Other IMC Tools. Industry Best Practices.
Other IMC Tools
Public Relations, Publicity and Corporate Advertising. The Role of PR. Tools of PR. Uses of and Benefits of PR. Integrating PR into the Promotional Mix. Sponsorship, Experiential Marketing, Guerilla Marketing and Buzz Marketing. Packaging, Corporate Design and Signage.The Internet and Integrated Marketing Communications. Promoting using the Internet and availing of technological advances to promote in a rapidly changing environment. Industry Best Practices.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project The project will involve the distribution of an advertising and integrated marketing communications brief and will necessitate students to work in groups. Students will be expected to assess the brief, undertake appropriate market research and develop appropriate creative and media strategies. Groups will present their campaigns and submit a detailed report outlining same. 1,2,3,4,5,6 70.0 Week 10
Practical/Skills Evaluation Experiential Showcase Event 1,2,3,4,5,6 30.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute 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 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00

Module Resources

Recommended Book Resources
  • George E. Belch and Michael A. Belch 2018, Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition Ed., McGraw-Hill Education [ISBN: 978-125954814]
Supplementary Book Resources
  • Kenneth E. Clow and Donald E Baack 2015, Integrated Advertising, Promotion, and Marketing Communications, 7th Edition Ed., Prentice Hall [ISBN: 978-013386633]
  • Terence A. Shimp and J. Craig Andrews 2013, Advertising Promotion and Other Aspects of Integrated Marketing Communications, 9th Edition Ed., South-Western College Pub [ISBN: 978-111158021]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory
CR_BSPRT_8 Bachelor of Business (Honours) in Sport & Exercise Management 4 Mandatory
CR_BBADM_7 Bachelor of Business in Business Administration 5 Elective
CR_BMKTG_7 Bachelor of Business in Marketing 5 Mandatory
CR_BRECL_7 Bachelor of Business in Recreation and Leisure Management 4 Mandatory

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