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Session: 2022/23

Last modified: 14/04/2021 19:38:28

Title of Module: Marketing Communications Mix

Code: MARK09016 SCQF Level: 9
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:TBC 

Summary of Module

This module aims to offer students an insight into how integrated marketing communications theories and concepts may be applied in practice.

Workshops will be used to help develop analytical skills commensurate with a career in marketing.

Students will learn how to devise a detailed communication plan including market assessment, competitor assessment, creative idea development and media selection.

In terms of content, students will study how buyer behaviour and theories of communication influence the choice of communications tools for business, and how setting communication objectives, budgeting and the selection of media all play a pivotal role in practice.

In respect of the integrated marketing communications tools, students will be encouraged to take a critical perspective of IMC, transforming their learning to address advertising, (including creative appeals), public relations, branding, sales promotion, direct marketing, and digital marketing with emphasis on how tools may be synthesised.

Students should have previously studied an introductory marketing module prior to taking Marketing Communications Mix.

  • The module will focus on integrated marketing communications (IMC)and how various communications tools may be synthesised.

  • The various stages of campaign development will be covered, with students developing research, creative and analytical skills through a detailed assessment.

  • Students will also study media, and the use of creative agencies - in order to foster the skills necessary for contemporary career development within communications.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Critically evaluate and interpret theoretical models and concepts within integrated marketing communications.

L2. Demonstrate the ability to develop creative communications ideas.

L3. Assess applied integrated marketing communications tools such as advertising, public relations, sales promotion, and direct marketing.

L4. Research and investigate applications of integrated marketing communications such as C2C communications.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 9.

Demonstrate a critical understanding of the key theories within marketing communications.

Display comprehension of the scope and nature of integrated marketing communications concepts.

Practice: Applied Knowledge and Understanding SCQF Level 9.

Establish practical creative skills relating to campaign development.

Develop investigatory skills in respect of the application of key communications tools.

Generic Cognitive skills SCQF Level 9.

Demonstrate analysis of conceptual material within marketing communications.

Investigate and synthesise academic and applied research material relating to integrated marketing communications.

Communication, ICT and Numeracy Skills SCQF Level 9.

Exhibit fluency in oral and written communication.

Employ electronic material to aid investigation.

Analyse and report on relevant industry data.

Autonomy, Accountability and Working with others SCQF Level 9.

Display the ability to work within peer teams.

Demonstrate the ability to undertake research independently.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
The module aims to combine lectures and class-based interactive sessions, augmented by the provision of electronic material via the VLE, such as recommended PDF articles, video material and practical communications material. The module will offer student-centred tutorials, including group participation in devising communications campaigns, analysis of international case studies, practical interactive sessions on, but not limited to, media analysis and real life advertising agency material (including formative peer evaluation), and practical exercises in creative copy writing (for example in designing press releases).
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery12
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity36
Independent Study140
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

De Pelsmacker, P., Geuens, M., and Van Den Bergh, J.(2018) Marketing Communications – A European Perspective, Pearson, 6th Edition.

Fill, C., and Turnbull, S. (2016) Marketing Communications: Discovery, Creations and Conversations, Pearson.

Michael T. Ewing (2009) Integrated marketing communications measurement and evaluation, Journal of Marketing Communications, 15:2-3, 103-117, DOI: 10.1080/13527260902757514

Details of further resources, including textbooks, journals and online resources will be identified at the beginning of each delivery in the module handbook and made available via Moodle.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorXiuli Guo
External ExaminerJ White
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Campaign Assignment (40%)
Report (60%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of practical workcheck markcheck mark  00

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical work  check markcheck mark00
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.

UWS Equality and Diversity Policy

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.