MN5561 Marketing Communications in the Digital Age

Academic year

2025 to 2026 Semester 2

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

15

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) 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.

Availability restrictions

Not available to the Banking and Finance Postgraduate Programme

Planned timetable

To be arranged.

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Prof G J McLean

Prof G J McLean
This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Mr William Barlow

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

Advertising is a permeating creative presence in developed economies, and an important, evolving part of organisations' marketing activities and integrated marketing communications programmes. The module aims to develop your understanding of advertising as an element in the integrated marketing communications mix, of how the advertising creative and planning process is practiced and managed, and the range of contemporary issues affecting decision-making in this dynamic environment.

Assessment pattern

100% Coursework

Re-assessment

100% Coursework

Learning and teaching methods and delivery

Weekly contact

Lectures and seminars.

Scheduled learning hours

33

The number of compulsory student:staff contact hours over the period of the module.

Guided independent study hours

116

The number of hours that students are expected to invest in independent study over the period of the module.

Intended learning outcomes

  • Understand the role and landscape of digital marketing and the opportunties it provides for marketers
  • Understand the changing behaviours of consumers to consume, play and interact with digital media
  • Understand how organisations can integrate digital marketing into their marketing strategy
  • Demonstrate understanding of the integrated marketing communication process from setting objectives through to evaluation of outcomes and develop ideas on how to structure and implement Integrated Marketing Communications (IMCs)
  • Develop confidence to participate constructively in decisions about planning Integrated Marketing Communications
  • Develop the capability to critically and constructively contribute to team and group working as well as collective assessment efforts