SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N522426
Module Leader Christine Mullin
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

Pre-Requisite Knowledge

Foundations of Marketing or equivalent

Summary of Content

The module examines the nature of the marketing communications process together with the planning, implementation and control of campaigns intended to achieve marketing and communications objectives. In particular, it deals with the management of key communications functions such as, personal selling and sales management, advertising, direct marketing, sales promotion, packaging and branding. It also examines the integration of the marketing communication tools. The module also addresses some of the ethical and legal issues surrounding marketing communications and wider issues relating to the international environment affecting the communications industry.


Communications Theory Understanding how customers process information. Environmental influences on marketing communications. How the industry is regulated. Promotional objectives and positioning Marketing Communications planning. How does advertising work? Advertising messages and creative approaches Media and media planning. Online marketing communications Sales promotions and techniques Direct marketing Personal selling Public relations and sponsorship Marketing communications across borders. Integrated marketing communications

Learning Outcomes

On successful completion of this module, the student should be able to:1. Identify and evaluate the main influences on the marketing communications industry.2. Critically assess the ethical issues associated with the marketing communications industry.3. Demonstrate an understanding of the main decision areas of marketing communications, in particular the various tools available.4. Identify and define target audiences and identify their media habits.5. Specify communications objectives and create a plan to satisfy these objectives.6 Identify the problems of using marketing communications beyond national boundaries.7. Identify the links between and the integration of the different marketing communications tools .

Teaching / Learning Strategy

This module will consist of a series of lectures and directed reading which will deliver the relevant theory. A structured seminar programme will introduce through videos, case studies, web based materials and articles, issues and problems which will allow students to apply their theoretical knowledge. The assessment will consist of students applying their knowledge to a particular scenario to design a marketing communication strategy. This will include selecting target markets, setting communications objectives, devising message and media strategy to achieve the objectives within a given budget and time scale. The teaching philosophy incorporates the use of a VLE (Blackboard) whereby student resources will be served on a dedicated module website. This will provide a large range of learning resources, including course material, further reading, videos and self assessment quizzes. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Recommended purchase: Fill, Chris (2013), Marketing Communications: brands, experiences and participation, Prentice Hall Europe, 6th edition Strongly recommended additional reading: Belch G.E. & Belch M.A. (2011) Advertising & Promotion: An Integrated Marketing Communications Perspective, McGraw Hill, 9th Edition Clow, Kenneth E., & Baack Donald (2014) Integrated Advertising, Promotion and Marketing Communications, Pearson, 6th Edition Dahlen Micael, Lange Frederick & Smith Terry (2010) Marketing Communications A Brand Narrative Approach, Wiley Duncan Tom (2002), IMC - Using Advertising & Promotions to Build Brands, McGraw Hill Egan John (2007), Marketing Communications, Thomson Learning Ouwersloot Hans & Duncan Tom (2008), Integrated Marketing Communications, McGraw Hill Pickton D & Broderkick A (2004), Integrated Marketing Communications, Financial Times, Prentice Hall, 2nd Edition Shimp Terence A. (2010) Integrated Marketing Communication in Advertising and Promotion, South-Western Centage Learning, 8 th Edition Shimp Terence A. & Andrews J. Craig (2013) Advertising, promotion and other aspects of Integrated Marketing Communications, South-Western Cengage Learning, 9 th Edition -567 Smith, P R & Taylor J (2004), Marketing Communications - Kogan Page, 4th Edition. Journals Applied Communication Research European Journal of Marketing International Journal of Advertising Interactive Marketing Journal of Advertising Journal of Advertising Research Journal of Consumer Marketing Journal of Consumer Research Journal of Marketing Journal of Marketing Communications Marketing Intelligence and Planning Psychology and Marketing Online sources: <>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas Problem solving, analytical and evaluation skills utilised in seminar material. Creative skills in creating a communication strategy Planning skills through creating a communications strategy Report writing skills

Module Structure

Activity Total Hours
Assessment (FT) 30.00
Independent Learning (FT) 134.00
Lectures (FT) 24.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% An individual communications plan (2000 words)week 10
Exam (Exams Office) 2.00 50.00 35% A two hour formal exam (any 2 from 5 questions)