• MKAY9005
  • Online & Offline IMC

  • Credits (ECTS): 5
  • Marketing

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Module Description

This module provides the learner with an opportunity to develop a critical understanding of the theoretical foundations and practical applications which are essential to the integrated nature of online and offline marketing communications. Effective marketing communications seek to engage with various organisational stakeholders, such as consumers, employees, investors, media and regulatory bodies. This module examines the role and practice of integrated marketing communications against the backdrop of contemporary and emerging issues such as new media formats and the role of digital technology, and the requirement for integrated communications in both an online and offline context. Emphasis is placed on the nature of open source branding, in which consumers are now serving as participants in, creators and disseminators of branded conversations. The module also addresses the opportunities and challenges which digital marketing channels are posing to organisations charged with brand development in traditional offline channels in conjunction with new and emerging online channels. Learners will be encouraged to engage with corporate and marketing communications theory in a critical manner and to develop analytical skills which may be applied in various organisational and marketing contexts.

Indicative Syllabus

1. Integrated marketing communications ? concepts and practice.
2. The range and scope of online and traditional marketing channels and communication touchpoints ? e.g. online platforms; traditional ?bricks and mortar? retail formats, internal communications and employee engagement.
3. Integrating online and offline platforms - the complementary nature of contemporary and emerging communication platforms and technologies.
4. Developing and implementing effective strategies in a digital context ? e.g. mobile marketing, online PR, consumer-generated content, affiliate marketing, social media, email marketing.
5. Reputation and brand management ? e.g. open source branding; crisis management.
6. Creative strategy and content in digital marketing communications.
7. Planning for integrated communications.
8. Measurement and evaluation of marketing communications activities ? use of commercially relevant metrics in both an online and offline context.

ISCED:342: DO NOT USE - ARCHIVE HEA 2014
Total Contact Teaching Hours:24

Please note that the catalogue is provided as a guide to modules in DIT. Not all modules listed will necessarily be offered every year and new modules may also be added. Information subject to change. For detail on specific programmes/modules please contact the relevant School directly.