Business and Management 3: Marketing Campaign Development: Research and Tactics

Business and Management 3: Marketing Campaign Development: Research and Tactics

Year: 2018-19
Course code: MGT3024
Course credits: 20
Taught: Semester 1
Course co-ordinator
: Mrs Arlene Newbigging-Grady
Entry requirements: Grade D or above in Business & Management 2A and 2B
Available to visiting students: No
Contact for more information: Claire Cameron

Course 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.


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

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.

Learning and teaching methods

Lectures:  2hrs lectures x 10 weeks
Tutorials:  2hrs tutorials x 4 weeks

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

Course texts

Core Textbook: 

Egan, John (2015) Marketing Communications, 2nd ed. Sage Publications, London. 



I individual project portfolio consisting of 4 x 1,000 word assignments (20% each)
1 20-minute group presentation (20%)