Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Marketing Communications Strategies and Tactics MGT5414

  • Academic Session: 2023-24
  • 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

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.


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

Please refer to the current postgraduate prospectus at: 

Excluded Courses





ILO being assessed

Are reassessment opportunities available for all summative assessments? No

Reassessments are normally available for all courses, except those which contribute to the Honours classification. 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. Reassessment opportunities are provided in accordance with School policy as applied to assessed groupwork.

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

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