Course Catalogue

Marketing Communications Strategies and Tactics MGT5414

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Summer
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

This course will recognise and describe the role of Integrated Marketing Communications (IMC) in the marketing process, as well as specific IMC strategies and tactics.

Timetable

This is an online course of 20 credits. This requires 200 hours of student-centred learning. Unlike a face-to-face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with seminars and other interactive methods of learning and assessment.

Requirements of Entry

Students must be registered on one of the associated programmes listed in this course specification.

Excluded Courses

None

Co-requisites

None

Assessment

1. Report; Individual; 1500 words; 50%; ILOs 5.
2. In-course exam; Individual; 50%; ILOs 1-4.

Course Aims

This course aims to:

 

■ Enable students to critically evaluate the role of Integrated Marketing Communications (IMC).

 

■ Explore the communication processes which underpin effective marketing strategies.

 

■ Enable students to learn to develop a marketing communications plan, covering strategic aims to practical implementation.

Intended Learning Outcomes of Course

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

1. Critically evaluate the role of integrated marketing communications (IMC) in marketing, including ethical considerations.

 

2. Construct a situation analysis that can be used for the development of an IMC program, developing an understanding of threats and opportunities in a range of business contexts.

 

3. Identify, select and argue the objectives, budget, resources, communication methods and communication tools required for the IMC programmes for particular scenarios.

 

4. Identify and summarise effectiveness measurement issues associated with IMC programmes using data analytical skills.

 

5. Develop a marketing communications plan.

Minimum Requirement for Award of Credits

No exceptions