Modules

Module title: Marketing Communication Tools
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08101
Module leader: Elaine Thomson
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module Code: Marketing 1 (MKT07101)
Examples of equivalent Learning: Marketing Module at SCQF Level 7
2019/0, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Elaine Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The module is taught in a coherent series of lectures which explore the practical application of the various marketing communication tools, and examines relevent theories of buyer behaviour and communications theory. Supporting tutorials explore these theories and tools using case studies to encourage student learning by fostering comprehension of practical issues and problems, thereby meeting LOs 1 and 2. Lectures on report writing allow for student learning to be focussed upon learning outcome 4 (LO 4).

Embedding of employability / PDP / Scholarship skills:
Employability skills, such as communication skills (written) are integral the the teaching and learning approach taken in this module, and form the basis for the assessment (written report). Personal development is embedded throughout the module, whereby students are required to work alone on a communications plan and to take responsibility for their own work for completion of the assessment. A scholoarly approach is encouraged through the use of library resources and attention to referencing.

Assessment (formative and summative):
Assessment is undertaken through an written report of between 4 and 5,000 words (week 13) in which LOs 1,2,3,4 are met.
Research / teaching linkages:
Research on communications - in particular advertising - is undertaken by the teaching team and published in appropriate journals

Equality, Diversity and Internationalisation:
Moodle is used extensively to support student learning, and to make sure that all teaching materials are available to all students. Module material draws on a diverse range of examples from national and international products and services, and students are encouraged throughout to reflect on their own experiences as consumers, and to share these reflections in class.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Practical classes and workshops 12
Face To Face Lecture 12
Independent Learning Guided independent study 136
Online Guided independent study 40
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2,3,4 11 HOURS= 0, WORDS= 0
Report 60 1,2,3,4 13 HOURS= 0, WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

This module is designed to allow students to develop a theoretical and practical understanding of marketing communication tools and concepts. Students learn about the practical and theoretical applications of sales promotion, advertising, public relations, sponsorship, personal selling, direct marketing and the internet. Presentation skills and report writing are also addressed.
There are eleven weeks of lectures and tutorials which will cover the following:
- Marketing communications mix and communications plan (the planning of a marketing communications campaign)
- Theories of communication (buyer behaviour models)
- Selling and sales management (personal selling)
- Sales Promotion
- Advertising (processes and media)
- Direct Marketing (databases and mail shots)
- Publicity and sponsorship
- Internet (method and media)
- Presentation skills
- Report writing
- Communications plan revisited (revision)
Learning Outcomes for module:

LO1: understand marketing communication theories and models
LO2: describe and explain the principles of the marketing communications decision-making process
LO3: select and justify the use of different marketing communication tools in relation to a given problem
LO4: develop insight into effective written and oral communication skills, and the ability to work in a team
Indicative References and Reading List - URL:

Please contact your Module Leader for details
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