Business & Management MA(SocSci)/BSc/LLB/MA

Marketing Campaign Development: Research and Tactics MGT3024

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 3 (SCQF level 9)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

The course challenges students to apply marketing communications theory to the development of a marketing campaign, with a special focus on the digital environment. 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, but there is a strong emphasis on experiential learning, as demonstrated by the assessment format which is 100% portfolio work.


Lectures: Mondays 1.00-3.00pm (2hrs x 10 weeks)

Tutorials: 2hrs x 4 weeks

Tutorials are held at various times and can be selected on MyCampus 

Excluded Courses



Project Management MGT3003

Business Competition MGT3023


The summative assessment comprises one individual project portfolio (80%) and one group presentation (20%).

The tutorials and lectures are designed to guide students through the principles and techniques of conducting research on the behaviour of consumers that will feed to the choices for a marketing co
mmunication campaign with a digital marketing component.


They will be expected to develop one group PowerPoint presentation that summarises each of the main themes of the course (i.e., marketing research, consumer behaviour and the customer journey, marketing communication brief, marketing communication tactics). This Power Point presentation is weighted at 20% and should be presented in class.


Each individual student creates a portfolio. The portfolio should comprise two main components: (i) the slides developed for the group presentation; (ii) an individually produced reflective narrative that focuses on explaining, justifying and contextualising the marketing decisions taken by the group in the development of the marketing campaign. The word limit is 4000 words (PowerPoints not included in the word count).


Intended Learning Outcomes



Word Length/ Duration


Marketing research




Consumer Behaviour




Marketing Communications Brief




Marketing Communications Tactics



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.

Intended Learning Outcomes of Course

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

1. Suggest appropriate data collection methods to analyse the marketing environment

2. Analyse the behaviour of consumers

3. Illustrate the role of situation analysis in marketing communication decisions

4. Set objectives for communications programmes

5. Develop a marketing communications programme that utilises appropriate tools, including online tools

6. Critically assess and choose marketing communication channels

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

8. Develop oral presentation and group working skills.

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.