Marketing Campaign Development: Research and Tactics MGT3024

  • Academic Session: 2025-26
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 3 (SCQF level 9)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No

Short Description

The course challenges students to apply marketing communications theory to the development of a marketing campaign. The course provides students with the opportunity to acquire advanced knowledge about core and emerging topics in marketing communications based on readings from both textbooks and journal articles. There is also a strong connection with practice element as the assessments ask students to create a communications campaign to solve a particular issue the organisation is experiencing. The issue will be based on real-life problems businesses face, thus supporting connections with practice though the use of a case study.

Timetable

Lectures: Mondays 1.00-3.00pm (2hrs x 9 weeks)

Tutorials: 2hrs x 5 weeks

Requirements of Entry

A minimum grade of D3 or above in ALL four Management level 2 Courses:

• MGT2010 Business Decision Analysis
• MGT2011 Fundamentals of Human Resource Management
• MGT2012 Services and Operations Management
• MGT2014 Entrepreneurship

Excluded Courses

None

Co-requisites

Project Management MGT3003

Business Competition MGT3023

Assessment

 

ILOs Assessed

Assessment

Weighting

Word Length/ Duration

2,4, 5

Group Presentation

25.00%

15 minutes

Course Aims

The course aims to enhance the development and application of analytical skills to the preparation of a marketing campaign concept by making clear connections between theory and marketing practice.  The course will also provide a set of practical tools to develop a marketing communication campaign and the course is designed to have connections with practice.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

1. Explain the customer journey from receiving information to making decisions and be able to map customer journeys in practice

2. Develop a marketing communications programme that utilises appropriate tools, including situation analysis models

3. Critically assess and choose marketing communication channels

4. Set objectives for communications programmes

5. Develop and present a marketing communications campaign as a group

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.