Please note: there may be some adjustments to the teaching arrangements published in the course catalogue for 2020-21. Given current circumstances related to the Covid-19 pandemic it is anticipated that some usual arrangements for teaching on campus will be modified to ensure the safety and wellbeing of students and staff on campus; further adjustments may also be necessary, or beneficial, during the course of the academic year as national requirements relating to management of the pandemic are revised.

Marketing and Translation across Media MODLANG5005

  • Academic Session: 2021-22
  • School: School of Modern Languages and Cultures
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 1
  • Available to Visiting Students: Yes

Short Description

Contributing chiefly to the SMLC Translation Studies programme, this course explores the role of media and marketing translation in an age of globalisation. It studies the role of translation in film, tv and radio, as well as looking at the translation of global brands, the localisation of products and marketing materials and journalistic principles across different cultures.


11 x 2 hours of seminars.

Requirements of Entry

Mandatory Entry Requirements


■ Standard entry to Masters at College level.

■ Candidates for the course should have a good Honours degree (2.1 or better) and be able to demonstrate competence in English equivalent to European Common Framework C1.

Excluded Courses





One 5,000 word essay that demonstrates two types of skills:

■ an ability to engage with the course material studied, including theoretical concepts, throughout the eleven weeks;

■ a competence to apply that knowledge to a new case study, researched in-depth by the student him/herself.



In accordance with the University's Code of Assessment reassessments are normally set for all courses which do not contribute to the honours classifications. For non honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students, and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions are listed below in this box.

Course Aims

The course aims to:

■ provide students with a strong awareness of the global issues involved in media and marketing translation;

■ examine a range of different case studies across a variety of media;

■ consider the implications of globalisation upon translation strategies;

■ explore and illustrate the use of Translation Studies reference and support materials.

Intended Learning Outcomes of Course

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

■ demonstrate an understanding of the role of translation in media and marketing across a range of industries;

■ show an ability to analyse a selection of global case studies in light of Translation Studies theories;

■ consider the application of translation strategies and concepts in related disciplines such as cultural and media studies to the process of translation in industry;

■ demonstrate competence in the use of standard reference tools and other resources;

■ demonstrate communication, presentational and IT skills appropriate to the course.

Minimum Requirement for Award of Credits

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