Postgraduate Course: Marketing Communications (CMSE11113)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This 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. |
| Course description |
Not entered
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing Management (CMSE11132) OR
Principles of Marketing Management (CMSE11110)
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Co-requisites | |
| 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.
For Business School PG students only, or by special permission of the School. Please contact the course secretary.
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Information for Visiting Students
| Pre-requisites | None |
Course Delivery Information
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| Academic year 2014/15, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
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| Assessment (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Formal assessment of your performance on this course takes two forms. The degree examination is worth 60% of the total marks on this course, and the group continuous assessment project is worth 40%. Of the 40 marks for the continuous assessment project, 35 will be for the report itself and 5 will be based on peer assessment. |
| Feedback |
Not entered |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | Marketing Communications | 2:00 | |
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.
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | MComms |
Contacts
| Course organiser | Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'Donohoe@ed.ac.uk |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: Ashley.Harper@ed.ac.uk |
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