Modules

Core Module Information
Module title: Marketing Communications
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11101
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically analyse, identify and justify appropriate marketing communication techniques to a current problem

LO2: Understand the processes of campaign and communications planning, demonstrating a critical awareness of the stages involved.

LO3: As part of a team, debate ideas and develop oral presentation skills

LO4: Critically evaluate marketing communication literature to justify solutions to marketing problems
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Kat Rezai Namaghi
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Practical classes and workshops 27 The 3-hour workshops consist of mini-lectures and active learning workshops in relation to key issues, theories and practices of marketing communications. They are designed for you to collaborate with your peers, working on problem-solving, and to understand the concepts of marketing communications and campaign planning, as well as content and copy writing.
Online Guided independent study 173 Guided independent study is space for you to individually research marketing communications examples in response to themes addressed from the active learning lecture-seminar workshop. You are also expected to use this time to proactively research further into these topics using the recommended reading, as well as reading widely. Assessment development time is also included in these hours.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 60 1~4 Week 8 , WORDS= 2,500 words This is a Marketing Communications Report in which you will create a series of marketing content in response to a (make-believe) brand's current problem and justify the marketing communication theories from the module which were applied to the creation of these outputs. The first part of this assessment features the marketing content; the second part features a reflection where the justification of the marketing communication theories will be explained.
Oral Presentation 40 2~3 Week 13 HOURS= 20 minutes In groups, you will produce a marketing campaign and communications plan for an existing brand.
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
Marketing Communications UK MKT11101
 

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