Module Details

Module Code: MMED7008
Title: Marketing & Media Law
Long Title: Marketing & Media Law
NFQ Level: Intermediate
Valid From: Semester 1 - 2021/22 ( September 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 2130 - Multimedia
Module Delivered in: 4 programme(s)
Module Description: This module explores the conceptual and operational issues of marketing and implications for business. It will also acquaint students with legal aspects of the media business environment.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the basic principles, concepts and theories of marketing.
LO2 Discuss the contribution of marketing concepts to an organisation's success in the 21st Century.
LO3 Explain the role and importance of consumer behaviour, marketing research & segmentation to marketing.
LO4 Describe the components of marketing strategy.
LO5 Discuss elements of the legal environment, pertinent to media business.
Dependencies
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 MTU 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
Requirements

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
 
Indicative Content
Marketing theory, principles and concepts
Definition of marketing; Historical development of the concept; Importance of marketing; The marketing management framework. introduction to marketing mix; Environment & competitor analysis.
Consumer Behaviour
Stages of the consumer decision-making process; Factors influencing consumer decision-making, choice Criteria, roles in the pruchase process.
Marketing research
Approaches to conducting marketing research, types of research, the research process.
Market segmentation
Market segmentation, targeting and positioning.
Marketing Strategy Components
Product Strategy; Pricing Strategy; Place Strategy; Promotion Strategy;
Media Law
Media Ethics, Press Council of Ireland, Codes of practice; Intellectual Property Rights, World Intellectual Property Organisation (WIPO), Patents, Trademarks, Industrial Design Rights, Geographical Indication, Copyright, Plant Breeders’ Rights, Trade Secrets Law; IPR in a Digital Age, Digital Rights Management;
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 40
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Examine module content using multiple choice & short answer question format.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.50 2.5
Independent & Directed Learning (Non-contact) Non Contact Directed Study, Research and Private Study Every Week 4.50 4.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.50 2.5
Independent & Directed Learning (Non-contact) Non Contact Directed study, Research and Private Study Every Week 4.50 4.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
 
Module Resources
Recommended Book Resources
  • Jobber and Fahy. (2015), Foundations of Marketing, 5rd. McGraw-Hill Education, [ISBN: 0077167953].
Supplementary Book Resources
  • Pride & Ferrell. (2013), Marketing, Cengage Learning, USA, [ISBN: 9781133939252].
  • Chaffey and Smith. (2013), Emarketing Excellence: Planning and Optimizing your Digital Marketing, 4th. Routledge, London, [ISBN: 9780415533355].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_HMMED_8 Bachelor of Arts (Honours) in Creative Digital Media 5 Mandatory
CR_GMUTE_9 Master of Arts in Music and Technology 1 Elective
CR_GMUST_9 Master of Science in Music and Technology 2 Elective
CR_GMUST_9 Master of Science in Music and Technology 1 Elective