Postgraduate Course: Marketing Communications and Branding (CMSE11660)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
| Course type | Online Distance Learning |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | Marketing Communications and Branding explores how organisations develop relationships with their target and stakeholder markets through integrated and interactive communications. This course will equip students with the abilities to engage with multifarious audiences through a variety of communications methods and techniques. Importantly, it will build on a theoretical approach to marketing, relationships and communications with a practical application element which develops the theory into workable practice. The course will see marketing communications as integral part of the overall offer to customers and one which represents what both the product and the brand is all about. |
| Course description |
The first part of the course explores the links between classical marketing theory and marketing communications. It explores a variety of theoretical concepts including 1-3 step model of communications, marketing communications objectives, links between effective segmentation and communications, changing demographics and changing media environment.
The second part of the course then explores the issues surrounding the development of national and international brands. Starting with the concept of positioning, the course then moves on to explore the differences between products and brands and how correct branding development and communication strategies enable organisations to retain a clear point of difference over and above the competition.
The next part of the course looks at the key elements of message and media. For message, the course will cover a number of aspects of creative thinking. These will include convergent and divergent thinking, the importance of creativity in breaking through the noise, basic creative techniques and the development and application of marketing personas, digital mood boards and creative briefs. Ethics surrounding communications based on neuro techniques will be explored.
Media will be covered through the understanding of how media provides the mediums through which messages can be delivered. Traditional and digital media will be discussed along with the core principles of understanding how, where and when to use different forms of media.
The course then will run through the key elements of marketing communications tactics using the communications mix as its foundation. The tactics will include advertising, direct marketing, website development, social media, public relations, sales promotion and direct and personal selling, Content here will build on the discussions already regarding message and media.
The course then moves on to explore corporate marketing. Here we look more holistically at the relationships between an organisation in general terms and its public. This takes a very much stakeholder viewpoint and perspective. Included in this section will be discussions regarding corporate reputation and crisis management communications.
The final part of the course will look at marketing metrics.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2024/25, Not available to visiting students (SS1)
|
Quota: None |
| Course Start |
Flexible |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 16,
Seminar/Tutorial Hours 8,
Online Activities 4,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
70 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% Individual Assignment |
| Feedback |
Not entered |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Critically evaluate key marketing communications/branding theory, concepts, research and current practice.
- Describe frameworks related to the selection of alternative media options based on a clear understanding of target markets
- Appreciate the role of creativity within effective marketing communications
- Use a range of specialised skills, techniques, practices and/or materials
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Mr Julian Rawel
Tel: (0131 6)50 8067
Email: Julian.Rawel@ed.ac.uk |
Course secretary | Ms Sarah Yaxley
Tel: (0131 6)50 3475
Email: Sarah.Yaxley@ed.ac.uk |
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