Course Catalogue

Marketing Communications MGT4013

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 30
  • Level: Level 4 (SCQF level 10)
  • Typically Offered: Runs Throughout Semesters 1 and 2
  • Available to Visiting Students: Yes
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

The course explains the role of marketing communications and presents the marketing communications tools that can be used in an Integrated Marketing Communications (IMC) campaign, including emerging communication tools. The course details the process that should be followed from the situation analysis to the evaluation of the IMC campaign.

Timetable

15 x 2 hour lectures

4 x 2 hour tutorials

Requirements of Entry

Entry to an Honours programme in Business and Management or a GPA of 12 in the level 2 courses listed below for students taking an Honours programme in another subject:

 

■ MGT2010 - Business Decision Analysis

■ MGT2011 - Fundamentals of Human Resource Management

■ MGT2012 - Services and Operations Management

■ MGT2014 - Entrepreneurship

Excluded Courses

None

Co-requisites

None

Assessment

1. Project output; Group; 35 slides max (optional: slide notes, max 10 per slide) and 10 minute video; 25%; ILOs 1-8.

2. Report; Individual; 3750 words max; 75%; ILOs 1-8.

Course Aims

The aims of this course are:

 

■ To recognise the role of integrated marketing communications (IMC) in the marketing process.

 

■ To provide an understanding of the processes that underpin communications as integral to the creation of effective marketing activities.

 

■ To analyse and reflect the changes in the world of marketing communications in today's business world.

Intended Learning Outcomes of Course

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

 

1. Critically evaluate the role of integrated marketing communications (IMC) in marketing.

 

2. Construct a situation analysis that can be used for the development of an IMC programme.

 

3. Develop and argue the objectives, budgetary and resources required for IMC programmes.

 

4. Select appropriate marketing communication methods for particular scenarios.

 

5. Evaluate various marketing communication tools and assess their ability to contribute to the achievement of the IMC objectives.

 

6. Select creative and media planning strategies to inform the IMC campaign design and development.

 

7. Identify and discuss effectiveness measurement issues and ethical considerations associated with IMC strategies and programmes.

 

8. Construct integrated marketing communication (IMC) plans via a clear, effective, and structured group project in collaboration with peers and an individual report.

Minimum Requirement for Award of Credits

No exceptions