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

Marketing Communications MGT4013

  • Academic Session: 2021-22
  • 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
  • Available to Erasmus Students: Yes

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 campaign.


Lectures: 2 x 2hr lectures x 8 weeks in semester one and 1 x 2hr lecture in semester two.
Seminars: 1 x 2-hr seminars x 3 weeks in semester two.

Please refer to MyCampus for timetable

Excluded Courses







Word Length/Duration

2, 3, 4, 5, 6 and 7

Individual Assignment


3,000 words

Main Assessment In: April/May

Are reassessment opportunities available for all summative assessments? Not applicable for Honours courses

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. Any such exceptions for this course are described below. 

Course Aims

The aims of this course are:

■ to recognise the role of 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:

■ Critically evaluate the role of IMC in marketing.

■ Construct a situation analysis that can be used for the development of an IMC program.

■ Identify, select and argue the objectives, budgetary and resources required for IMC programmes.

■ Select appropriate marketing communication methods for particular scenarios.

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

■ Select creative and media planning strategies.

■ Identify and summarise effectiveness measurement issues associated with IMC strategies and programmes.

■ Explain ethical considerations related to marketing communications.

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.