SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525476
Module Leader Christine Mullin
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

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. The module takes into account how digital marketing and social media has changed the communications industry.


Communications Theory Understanding how customers process information. The marketing communications industry - how it is regualted, the role of agencies etc. Marketing communications 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 Product placements 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 and the integration of these tools.4. Construct a marketing communications plan.5. Identify the potential problems associated with using marketing communications beyond national boundaries.

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 plan. This will include selecting target markets, setting communications objectives, devising a message and media strategy to achieve the objectives within a given budget and time scale. Students will draw on their knowledge gained in the first year module Marketing Design and Creativity (in particular photoshop) to produce the art work for their campaign. 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 in particular time will be made available for the students to consult with the lecturer to discuss their individual coursework prior to submission. Feedback on the communications plan is provided within 3 working weeks of submission. The feedback will use a ruberic and have a voice comment - this will be delivered electronically.

Indicative Reading

Required/ recommended Reading: Fill, C. and Turnbull, S. (2016) Marketing Communications: Discovery, creation and conversation, 7th Ed., Pearson Education Additional reading: Arens, F.A., and Weigold, M.F. (2017) Contemporary Advertising and Integrated Marketing Communications, 15th Ed, McGraw Hill Belch, G. E. and Belch, M. A. (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11thth Ed, McGraw-Hill. De Pelsmaker P. and Geuens M., (2017) Marketing Communications: A European Perspective, Pearson, 6th Edition Eagle L., Dahl S., Czarnecka B., Lloyd J., (2015) Marketing Communications, Routledge. Fill, C. (2013) Marketing Communications: Brands, experiences and participation, Pearson Education, 6th Edition Kitchen, P, J & De Pelsmacker, P. (2013) Marketing Communications: A European Perspective, Pearson, 5th Edition Percy, L (2014) Strategic Integrated Marketing Communications, Routledge, 2nd Edition Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, Prentice Hall, 2nd edition Rossiter J.R., Percy L., Bergkvist L., (2018) Marketing Communications: Objectives, Strategy, Tactics, Sage Shimp, T.A. and Andrews J (2015) Advertising, Promotion and other aspects of integrated Marketing Communications, Prentice-Hall, 9th Edition. Smith, P., Zook, Z (2016) Marketing communications: offline and online integration, engagements and analytics, Kogan Page, 6th Edition Recommended Jornals: European Journal of Marketing, International Journal of Advertising, International Journal of Research in Marketing, International Journal of Retail and Distribution Management Journal of Advertising, Journal of Advertising Research, Journal of Consumer Behaviour, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Management, Journal of Marketing Research. Other sources: 'Quality Press' including: The Guardian, The Telegraph, The Herald and Financial Times. Trade publications including: Campaign, Design Week, The Drum, PR Week, Marketing Week Trade analytical and trend reporting services: WGSN, EDITED (available through databases button in library pages),uk

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
Seminars (FT) 12.00
Assessment (FT) 40.00
Lectures (FT) 24.00
Independent Learning (FT) 124.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (Exams Office) 2.00 50.00 35% Closed book exam
Course Work 01 n/a 50.00 35% Individual marketing communications plan. 2000 words - submission week 11