Module title: Marketing Communications

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11101
Module leader: Kathy Brown
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

There are no pre-requisites for this module to be added

2018/9, Trimester 1, 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: Kathy Brown
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs; embedding of employability/PDP/scholarship skills; assessment (formative and summative); research/ teaching linkages; supporting equality and diversity; internationalisation (MAX 1500 CHARACTERS).
LTA methods
Face to face delivery supported by tutorials where students work in groups. Material is reinforced on Web CT. Student learning will be also self-directed in terms of students searching out information sources (LO2 and LO4).

Embedding employability/PDP/scholarship skills
Key skills are embedded into the module with students being required to (i) demonstrate effective and oral communication skills, (ii) undertake research into an area and presenting the argument clearly.

Assessment (formative and summative)
A summative assessment of LOs 1-3 will be through assessed through groups working to develop a coherent communications plan and presenting this to the module team. An individual essay, relating to LO4, requires students to critically review literature in a chosen specialist area of marketing communications. Formative assessment is provided in tutorials throughout the module.

Research/Teaching linkages
Module team undertake scholarly activity in areas of marketing communications which will inform lectures and provide the basis for discussion

Supporting equality and diversity
All materials are available via Web CT and other online resources.

Internationalisation
A range of international examples will be used to facilitate discussion in relation to each communication technique.



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 Lecture 12
Face To Face Seminar 24
Face To Face Practical classes and workshops 1
Independent Learning Guided independent study 163
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 12 HOURS= 0, WORDS= 0
Essay 60 4 8 HOURS= 0, WORDS= 2000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

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:

LO1: Critically analyse marketing communication techniques
LO2: Develop, recommend and justify a marketing communications plan, clearly demonstrating a critical awareness of the stages involved.
LO3: As part of a team, debate ideas and develop a convincing face to face presentation
LO4: Critically evaluate marketing communication literature in a specialist area of study.

Indicative References and Reading List - URL:

Recommended - CHRIS FILL (2013) MARKETING COMMUNICATIONS: PEARSON, 6th ed.
Click here to view the LibrarySearch.