Module details for Marketing Communications and Design


This module enables students to gain a theoretical and evidence basis for decision-making in marketing communications and creative design. The module reviews key theories in the field, alongside key empirical evidence that should enable students to create, design, analyse, evaluate, provide recommendations for and plan marketing communications. The module also addresses the practical elements of marketing communications, such as creative design, filming and video editing, and communication planning.


The aim of this Module is to provide the student with : a sound theoretical and evidence basis for decision-making in marketing communications, and the ability to plan and design marketing effective marketing communications.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically analyse and evaluate 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.

Indicative Content

1 Marketing communications theories

Theoretical models that underpin marketing communications.

2 Planning effective marketing communication campaigns: context analysis, objectives, marketing communications strategy, creative strategy, marketing communications mix, channel selection, budget and scheduling, evaluation

3 Developing the creative message

4 Creative design principles and developing marketing communication materials

5 The marketing communications mix: Advertising, Public Relations, Sales promotion, Personal Selling, Direct Marketing

6 Digital marketing communications and digital channels

7 Integrated marketing communications

8 Responsible marketing communications: societal effects and ethics of marketing communications; legal responsibilities

9 Psychological perspectives on marketing communications

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 0
Tutorial/Seminar 14
Practical Activity 14
Assessment 50
Independent 122
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.