MN4242 Advertising and Marketing Communications

Academic year

2024 to 2025 Semester 1

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

20

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 10

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 automatically available to General Degree students

Planned timetable

To be arranged.

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

Module coordinator

Dr D J Dowell

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

Module Staff

Dr Boyka Bratanova

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

Module description

Advertising has an established presence in developed economies and is a key aspect of companies' marketing communications programmes. The module will extend your knowledge of this key marketing function by developing your understanding of advertising as an element in the integrated marketing communications mix and how the advertising process is practiced and managed.

Relationship to other modules

Pre-requisites

BEFORE TAKING THIS MODULE YOU MUST PASS MN2001 AND PASS MN2002

Assessment pattern

Coursework = 100%

Re-assessment

An alternative project of up to 3,000 words = 100%

Learning and teaching methods and delivery

Weekly contact

2 hour lecture (x10 weeks) and 1 hour tutorial (x4 weeks) plus 1 assessment workshop

Scheduled learning hours

25

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

Guided independent study hours

175

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

Intended learning outcomes

  • Explain the roles which advertising plays in contemporary integrated marketing communications
  • Describe the contemporary context in which advertising is undertaken and the challenges which it poses for practitioners
  • Explain different theories concerned with how advertising works
  • Identify and evaluate alternative marketing communications strategies in light of an organisation's marketing environment, objectives, and target markets
  • Communicate and exchange ideas in both large group and small group settings
  • Employ analytical and problem-solving skills and reflect on their own values with respect to ethical practice