Core Module Information
Module title: Marketing Communications

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

Module code: MKT11101
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

N/A

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.

Full Details of Teaching and Assessment
2021/2, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
VIEW FULL DETAILS
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:
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
LTA methods
Face to face delivery supported by tutorials where students work in groups. Material is reinforced on Moodle. 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 Moodle and other online resources.

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



Formative Assessment:
Face to face delivery supported by tutorials where students work in groups. Additional
reading is expected; this will be largely self-directed, particularly when searching out
information sources (LO's 2, 4). A core text is provided and additional support materials
are provided via Moodle.
Embedding employability/PDP/scholarship skills:
Key skills are embedded into the module with students being required to (i) demonstrate
effective communication skills, (ii) undertake research into an area and presenting the
argument clearly. Research/Teaching linkages:
Module team undertake scholarly activity in areas of marketing communications which
will inform lectures and provide the basis for discussion
Internationalisation:
A range of international examples will be used to facilitate discussion in relation to each
communication technique.
Students will present assessment drafts in allocated drop-in sessions for feedback - students are then provided feedback as per assessment criteria and given areas for improvement for summative assessment submissions.


Summative Assessment:
Summative assessments comprise of two core assessments of which contribute
towards their overall grade. The assessment weighting is 40/60%.
Assessment 1 is a group presentation (40% weighting) whereby students develop and
present a marketing communications plan in the form of a recorded presentation. The
length of the presentation is 20 minutes. This assessment specifically addresses LO2
'Develop, recommend and justify a marketing communications plan, clearly
demonstrating a critical
awareness of the stages involved', and LO3 "As part of a team, debate ideas and
develop a convincing face-to-face presentation"
Assessment 2 is written coursework (60% weighting), length of assessment is 2,500
words. The coursework revolves around a current issue in marketing communications,
and students are instructed to critically examine marketing communication theory and
techniques in order to provide a solution. This coursework responds to LO1 'Critically
analyse marketing communication techniques' and LO4 ' Critically evaluate marketing
communication literature in a specialist area of study' .

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

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