Modules

Core Module Information
Module title: Marketing Campaigns & Communications
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08111
Module leader: Mark Passera
School The Business School
Subject area group: Marketing
Prerequisites

Requisites: AND Pre-requisite: Marketing Module at SCQF Level 7 AND Pre-requisite: [Module MKT07105] Marketing Fundamentals
Description of module content:

In this module you will develop a theoretical and practical understanding of contemporary integrated marketing communication tools and concepts. This module will introduce you to the core marketing communication models, strategies, tools and techniques which are essential to creating a dynamic campaign & 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:

Upon completion of this module you will be able to

LO1: Describe and explain the principles of integrated marketing communications in campaign planning

LO2: Explore and review literature relating to current marketing communication approaches and techniques

LO3: Demonstrate ability to produce a communications plan using team work, problem-solving and
decision-making skills.

LO4: Identify creative and strategic solutions to a current social media marketing communications problem
Full Details of Teaching and Assessment
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Mark Passera
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 11 This interactive practical class/workshop is designed for you to test out your ideas on campaign design and communication approaches. These workshops are designed with an Active Learning Approach.
Face To Face Lecture 11 The lectures are based on current themes and topics concerning marketing communications and campaign design. Each lecture is underpinned by core marketing communications theory, including the most cutting-edge communications and campaigns strategies and tactics.
Online Guided independent study 178 You are expected to explore various strategic approaches to campaign design and communications approaches to enhance your creativity as part of the assessments. You will be given a range of reading materials and recommended resources to help with your research.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 1~3 Week 8 HOURS= 20 mins This group presentation is designed for you to design and develop a fresh communications campaign for an existing brand. The presentations are LIVE and take place in class time in weeks 8-9. You must also submit the PPT copy in the moodle submission box ahead of the presentation slot.
Report 60 2~4 Week 13 , WORDS= 2500 You will provide a short portfolio of social media marketing communications in response to a Marketing/PR problem which will be set by the module team. You will apply your strategic and creative thinking and showcase problem-solving skills.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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