SCQF Level: 09
Module Code: MKT303
Credit Value: 20
Term: Term 3
School: Dundee Business School
To provide critical insight into the theory and practice of managing marketing communications and the role creative design plays in this as a method for developing better relations with customers.
The aim of this Module is to provide the student with : a sound theoretical basis for decision- making in the fields of marketing communications and creative design.
By the end of this module the student should be able to:
1. Critically analyse the approaches, principles, management and contribution of marketing communications and creative design to businesses.
2. To develop creative communicative and design led solutions for a specified marketing problem.
1 Marketing communications
The role of marketing communications in marketing strategy. The marketing communications process and theories which help us understand it. Discussing issues, integration and design of communications in business.
2 Public Relations
The role of public relations and marketing public relations, evaluating techniques, management and evaluation of approaches.
3 Communications toolkit
The toolkit evaluation comprises discussion of sponsorship, events and exhibitions, social media, digital and two-way engagement, the planning of approaches, budgetary considerations, campaign integration, measurement and creative design.
Planning the campaign: influencing factors, communications objectives, budget setting, media selection and scheduling, creative strategy, copy creation and creating media packs, campaign monitoring and evaluation.
Statement on Teaching, Learning and Assessment
Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.
Teaching and Learning Work Loads
|Supervised Practical Activity||0|
|Unsupervised Practical Activity||12|
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.