Courses › Advertising, Marketing & Public Relations › Syllabus & Modules
This communications course provides candidates with an intensive insight into the core disciplines of these 3 key economic business arenas. Companies across the broad spectrum of domestic and international markets require the implementation and management of an effective marketing and communications strategy to operate in a competitive environment.
Extensive modules incorporating online communication tools and techniques.
By adding these skills to your existing academic and or commercial resume you will enhance your ability to support the marketing and communication process within the consumer, manufacturing, IT, service, financial and voluntary industries. You will benefit from the immense academic and commercial experience of your lecturers and tutors who will guide you through a labyrinth of practical assignments and case studies ensuring that you have the appropriate skills to support your primary commercial objectives.
This course is designed to provide a professional result for like-minded individuals who want to enhance their career prospects, change employment or simply obtain a practical academic qualification. At the end of the course students will understand the area of marketing communications and have developed the skills necessary to develop media and marketing campaigns.
In this section we have provided a breakdown of each course module. This will provide you with the opportunity to browse through the various elements of the course programme.
Extensive modules incorporating online communication tools and techniques.
By adding these skills to your existing academic and or commercial resume you will enhance your ability to support the marketing and communication process within the consumer, manufacturing, IT, service, financial and voluntary industries. You will benefit from the immense academic and commercial experience of your lecturers and tutors who will guide you through a labyrinth of practical assignments and case studies ensuring that you have the appropriate skills to support your primary commercial objectives.
This course is designed to provide a professional result for like-minded individuals who want to enhance their career prospects, change employment or simply obtain a practical academic qualification. At the end of the course students will understand the area of marketing communications and have developed the skills necessary to develop media and marketing campaigns.
In this section we have provided a breakdown of each course module. This will provide you with the opportunity to browse through the various elements of the course programme.
Marketing
Marketing (definitions, historical development, product and product life cycle, branding, marketing communications, market research and information, market segmentation, marketing management and organisation). The role of communications in marketing management. The concept of integrated marketing communications campaigns and how IMC is used by major brands in global markets. The many forms of direct marketing communications and techniques used in promoting to specific target audiences. All forms of promotion including sales promotion, trade promotion and technologically based promotional activity. Financial and contra partnerships, the correct choice, matching partners. Online marketing.
Client service management
The basis of any good agency/client relationship and the foundations of an efficient operation within the agency is a well-structured client service system. Students will understand that structures within an agency are there to benefit both the client and the agency and to contribute to the overall profitable running of the business. They will be able to appreciate how regular contact with clients is vital and that planned reviews of activity and strategies are part of the service clients pay for.
Marketing (definitions, historical development, product and product life cycle, branding, marketing communications, market research and information, market segmentation, marketing management and organisation). The role of communications in marketing management. The concept of integrated marketing communications campaigns and how IMC is used by major brands in global markets. The many forms of direct marketing communications and techniques used in promoting to specific target audiences. All forms of promotion including sales promotion, trade promotion and technologically based promotional activity. Financial and contra partnerships, the correct choice, matching partners. Online marketing.
Client service management
The basis of any good agency/client relationship and the foundations of an efficient operation within the agency is a well-structured client service system. Students will understand that structures within an agency are there to benefit both the client and the agency and to contribute to the overall profitable running of the business. They will be able to appreciate how regular contact with clients is vital and that planned reviews of activity and strategies are part of the service clients pay for.
Advertising
Advertising (definitions, historical development, the advertising industry and professional bodies, codes of practice, advertising agencies, selecting an agency and working with it, advertising campaign planning and management, advertising media). Types of advertisements (TV, radio, web, magazines, newspapers, posters, billboards, ambient and other forms of advertising). The relationship between advertising & PR. Areas include event management, design and print, video production, photography, audio production, website design and e-commerce, media monitoring and research services. Evaluation and media audits. Artwork and graphic design. Website creation and design. Dealing with suppliers (designers, printers, photographers, exhibition display designers, video production companies, event management and other ancillary services).
Advertising (definitions, historical development, the advertising industry and professional bodies, codes of practice, advertising agencies, selecting an agency and working with it, advertising campaign planning and management, advertising media). Types of advertisements (TV, radio, web, magazines, newspapers, posters, billboards, ambient and other forms of advertising). The relationship between advertising & PR. Areas include event management, design and print, video production, photography, audio production, website design and e-commerce, media monitoring and research services. Evaluation and media audits. Artwork and graphic design. Website creation and design. Dealing with suppliers (designers, printers, photographers, exhibition display designers, video production companies, event management and other ancillary services).
PR
Definitions of PR. PR’s relationship with other functions/professions (advertising, marketing, etc). History and development of PR in Ireland and globally. Professional and industry bodies (PRII, PRCA, CIPR etc). The principal ethical codes which underpin the practice of PR. PR’s role in the organisation: Counselling the organisation; underpinning the business plan; relating with publics; communicating performance. The role of the PR practitioner (both in-house and in consultancies) at strategic and operational level. Six point planning – situation analysis/research, objective setting, target publics, techniques, budgets, evaluation. The theory in practice via award-winning example case studies.
The basic tools and techniques available to PR professionals. Event management such as exhibitions, conferences and product launches, etc. Controlled media such as newsletters, brochures, video, websites, EPK, disc, film etc. Uncontrolled media, i.e. publicity in terms of print, photography, broadcast and internet. The role of the press officer. Print, radio and television interviews. Interview techniques, preparation, scripts, sound bites, keeping control, live or recorded, phone or in-person, statements etc. The public relations market in Ireland and how it operates including sole traders and Irish and international consultancies. Company and organisational structures (staffing levels, costs and structures, client billing, contracts, hours, timesheets, working teams/units, sourcing additional consultants in specialised areas, account terms and conditions). Pitching for business, competition within the market place, client brief, the PR plan, and managing client accounts.
In-house departments and relationships within the organisation, preparing the plan, working with PR consultants, managing staff. PR and the range of associated professional activities. How public relations fits into an organisation’s wider communication strategies. Appreciating the role of the public relations consultancy in understating the professional environment and in being able to provide both the skills and services required by clients.
Definitions of PR. PR’s relationship with other functions/professions (advertising, marketing, etc). History and development of PR in Ireland and globally. Professional and industry bodies (PRII, PRCA, CIPR etc). The principal ethical codes which underpin the practice of PR. PR’s role in the organisation: Counselling the organisation; underpinning the business plan; relating with publics; communicating performance. The role of the PR practitioner (both in-house and in consultancies) at strategic and operational level. Six point planning – situation analysis/research, objective setting, target publics, techniques, budgets, evaluation. The theory in practice via award-winning example case studies.
The basic tools and techniques available to PR professionals. Event management such as exhibitions, conferences and product launches, etc. Controlled media such as newsletters, brochures, video, websites, EPK, disc, film etc. Uncontrolled media, i.e. publicity in terms of print, photography, broadcast and internet. The role of the press officer. Print, radio and television interviews. Interview techniques, preparation, scripts, sound bites, keeping control, live or recorded, phone or in-person, statements etc. The public relations market in Ireland and how it operates including sole traders and Irish and international consultancies. Company and organisational structures (staffing levels, costs and structures, client billing, contracts, hours, timesheets, working teams/units, sourcing additional consultants in specialised areas, account terms and conditions). Pitching for business, competition within the market place, client brief, the PR plan, and managing client accounts.
In-house departments and relationships within the organisation, preparing the plan, working with PR consultants, managing staff. PR and the range of associated professional activities. How public relations fits into an organisation’s wider communication strategies. Appreciating the role of the public relations consultancy in understating the professional environment and in being able to provide both the skills and services required by clients.
