Core Module Information
Module title: Marketing Communication Tools

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08101
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing

Module Code: Marketing 1 (MKT07101)
Examples of equivalent Learning: Marketing Module at SCQF Level 7

Description of module content:

In this module you will develop a theoretical and practical understanding of contemporary integrated marketing communication tools and concepts. This syllabus will introduce you to the core marketing communication models, strategies, tools and techniques, understanding how to apply these in particular marketing communication contexts. You will learn how to integrate communication tools, such as: advertising, sales promotion, direct marketing, personal selling, PR/sponsorships, influencer marketing, social media marketing in the form of a dynamic marketing communications plan. Through a range of academic literature, you will learn about the importance of relationship marketing and how to target your consumers effectively through the creation of a series of content marketing posts. You will develop team work, communication, problem-solving and decision-making skills in tutorials and in the first assessment.

Learning Outcomes for module:

LO1: To demonstrate understanding of the core marketing communication models and strategies
LO2: Describe and explain the principles of integrated marketing communications
LO3: Demonstrate ability to produce a communications plan using team work, problem-solving and decision-making skills.
LO4: To explore and review literature relating to current marketing communication approaches and techniques
LO5: Identify creative and strategic solutions to a current marketing communications problem

Full Details of Teaching and Assessment
2022/3, 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: Kat Rezai Namaghi
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
In this module you will develop a theoretical and practical understanding of integrated marketing communications, techniques, and approaches. This module comprises lectures, tutorials, group work and independent learning. The lectures cover the core marketing communication models, concepts and integrated marketing communication tools used in contemporary practices, leading to the collaborative development of a communications plan (LO1, 2, 3). The tutorials are designed to understand how these different integrated communication tools and techniques work in real-life marketing practices, by exploring current academic literature and current marketing communication problems and topics (LO4, 5). The assessments in this module are designed to develop oral presentation and written communication skills, which are essential in marketing communications practices.

Formative Assessment:
All tutorials are designed to assess your learning of each teaching theme prescribed each week, this serves to support your learning and ensure you are achieving all five learning outcomes. For example, tutorials may consist of class-based tests (quiz of the week), case studies, and workshops where you are assessed on knowledge and skills in marketing communications. In week 10, you will develop the outline of your individual report, based on the topic you have chosen from the options provided. You will then get quality feedback, which will serve to help you work towards the summative assessment. We encourage you to start on your assessments early and to share your ideas with the module leader via email or during class time.

Summative Assessment:
The first summative assessment is a 20-minute oral presentation of your group’s marketing communication plan for the launch and first six months of a product/service in which you will select from our options list. You will demonstrate your communications plan through the application of appropriate communication models, techniques, and integrated marketing communication tools. This summative assessment is designed to measure learning outcomes 1, 2 and 3.
The final summative assessment is a 2,500 word individual creative content report. You will be presented with a scenario of a company who wishes to launch a new social media campaign through a number of channels. You will then develop a creative content report comprising of a 250 word blog, and posts in Facebook, Twitter, Instagram and select an influencer as part of your campaign. You will justify your creative content using supporting sources from academic literature in social media marketing communications. This summative assessment will measure learning outcomes 4 and 5.

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

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2,3 9 HOURS= 20.00, WORDS= 0
Report 60 4,5 13 HOURS= 00.00, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
Marketing Communication Tools MKT08101