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
2023/4, 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:

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