- ARCHIVE for reference only

University Homepage
DRPS Homepage
DRPS Search
DRPS Contact
DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Communications (CMSE11113)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits15
Home subject areaCommon Courses (Management School) Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionThis course aims to provide students with knowledge of communications theory and a critical understanding of the marketing communications mix. The course aims to introduce students to key communications tools in the contemporary marketplace and how they are integrated, with particular attention to the seamless relationship between online and offline communications required. This course build on students& knowledge gained in the core courses, therefore complementing the other courses and minimising overlap of materials.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing Management (CMSE11132) OR Principles of Marketing Management (CMSE11110)
Prohibited Combinations Other requirements Alternatively, students must have previously undertaken a marketing-related module at university/college level (documentary proof must be supplied), or worked in a marketing post for a minimum of one year.
Additional Costs None
Information for Visiting Students
Displayed in Visiting Students Prospectus?No
Course Delivery Information
Delivery period: 2011/12 Semester 2, Available to all students (SV1) WebCT enabled:  Yes Quota:  None
Location Activity Description Weeks Monday Tuesday Wednesday Thursday Friday
No Classes have been defined for this Course
First Class First class information not currently available
Exam Information
Exam Diet Paper Name Hours:Minutes
Main Exam Diet S2 (April/May)Marketing Communications2:00
Summary of Intended Learning Outcomes
A. Knowledge and understanding of
* the key components of the communication mix
* the marketing communications process ranging from objective setting to creative and media strategy
* the rationale for integrated marketing communications and challenges involved in achieving it
* ethical and regulatory issues surrounding marketing communications.

B. Intellectual skills
Students will develop analytical skills such as:
* the ability to critically evaluate specific forms of communication for a given marketing problem or objective;
* the ability to explain the process of marketing communications planning and the context in which it is undertaken;
* the ability to analyse how different approaches to positioning, media, creative work and communications research may influence marketing effectiveness;
* the ability to apply theoretical frameworks in analysing particular marketing communications situations
* the ability to compare, contrast and apply different theories and models of marketing effectiveness.

C. Professional/subject specific/practical skills
Students will gain:
* the ability to locate and use appropriate marketing resources to research particular issues concerning marketing theories and practices;
* the ability to offer a critical account of the process and context of communications planning, informed by both academic and practitioner literature;
* the ability to identify and evaluate alternative communication strategies in light of an organisation&s marketing environment, objectives and target markets.

D. Transferable skills
By the end of the course students will be expected to:
* be able to communicate and exchange ideas in both large and small group settings;
* be able to employ analytical and problem-solving skills;
* be able to structure, write and present marketing communications plans;
* be able to work individually and as part of a team in the development of a integrated marketing communications campaign;
* be able to reflect on their own values with respect to ethical practice.
Assessment Information
Assessment of this course is through an exam (weighted 60%) and group coursework (40%). The degree exam will be in the April/May diet of examinations.
Special Arrangements
Additional Information
Academic description Not entered
Syllabus Not entered
Transferable skills Not entered
Reading list Not entered
Study Abroad Not entered
Study Pattern Not entered
KeywordsNot entered
Course organiserDr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'
Course secretaryMs Genevieve Whitson
Tel: (0131 6)51 5671
Help & Information
Search DPTs and Courses
Degree Programmes
Browse DPTs
Humanities and Social Science
Science and Engineering
Medicine and Veterinary Medicine
Other Information
Important Information
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:50 am