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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Communications (CMSE11552)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryMarketing communications tools are constantly evolving in response to developments in media, technology and branding, and to changes in consumer practices and broader societal concerns. This course aims to examine key components of planning and managing marketing communications. Particular attention will be paid to enabling effective creative work that harnesses target audience insights and strikes an appropriate balance between traditional and digital media, and to how marketing communications campaigns may be researched, evaluated and subject to societal scrutiny and regulation.
Course description Building on your understanding of marketing principles and practices gained in Semester 1, this course seeks to provide you with the knowledge and skills to manage the development of marketing communications campaigns, from an agency and/or client perspective. It aims to develop your knowledge and understanding of the marketing communications landscape, including industry structure, key relationships, and how industry practice evolves in response to societal and regulatory developments. It also aims to examine how key communication tools can be integrated effectively, led by audience insights and often combining traditional, digital and social media. Finally, it aims to provide you with analytical frameworks and practical insights to guide you through the process of planning and evaluating marketing communications campaigns.

Outline Content:

The marketing communications landscape.
Planning marketing communications.
Fostering creativity and working with creative teams.
Media planning.
Understanding and researching communications effectiveness.

Student learning experience:

The course will involve interactive sessions that will provide an overview of key concepts, frameworks and research, examined and applied to specific situations through discussion of research and examples of award-winning work and current campaigns. Input from guest lectures (in person and/or digital live or pre-recorded) will further enhance your understanding of marketing communications practice. Student learning will also require engagement with a set of curated academic and practitioner resources (written, video, and audio content).
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11630) OR Marketing Management (CMSE11553)
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2024/25, Available to all students (SV1) Quota:  None
Course Start Block 3 (Sem 2)
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Seminar/Tutorial Hours 12, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 86 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% coursework (individual) - assesses all course Learning Outcomes
Feedback Formative: Formative feedback will be provided through class discussion and a Q&A session about the assignment.

Summative: Feedback on the assignment will be provided in the form of comments and rating scales to contextualise the mark awarded.

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate a critical understanding of how the marketing communications industry is organised and the role of key industry relationships in shaping marketing communications campaigns.
  2. Demonstrate a critical understanding of the marketing communications planning process, and the environmental, ethical, organisational and personal factors shaping it.
  3. Apply theory, research evidence and practitioner frameworks to understand creative and media decision-making.
  4. Apply theory, research evidence and practitioner frameworks to analyse and evaluate the effectiveness of particular marketing communications campaigns.
Reading List
Hackley, C. and Hackley, A. (2021) Advertising and Promotion, 5th edition
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.

Practice: Applied Knowledge, Skills and Understanding

After completing this course, students should be able to:

Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges

Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:

Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.

Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.
KeywordsNot entered
Course organiserMs Kitty Shaw
Course secretaryMr Ewan Henderson
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