SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524958
Module Leader Christine Mullin
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)
  • A (September start)
  • C (May start)

Pre-Requisite Knowledge

Successful completion of undergraduate degree or equivalent

Summary of Content

The module focuses on the significance of a relevant, consistent and integrated brand image and communication strategy within markets. The module 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 explores the tools available (e.g. advertising, sales promotions, personal selling, direct marketing and public relations) both off and online and particularly focusses on the integration of these tools to provide a brand with coherence within the market place.


-360b7 Communications Theory b7 Ethical issues in Marketing Communications b7 The Marketing Communications Industry (regulation and agencies) b7 Marketing Communications Planning (including objectives and positioning) b7 Advertising b7 Media and media planning (on and off line) b7 Sales Promotions and techniques b7 Direct Marketing Communications b7 Personal Selling b7 Public Relations (including sponsorship and product placement) b7 Marketing Communications across borders. b7 Integrated Marketing Communications.

Learning Outcomes

On successful completion of the 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 in-depth and critical understanding of the nature of digital and off line tools of the communications mix including the benefits and limitations of these tools in different circumstances.4. Identify target markets media habits.5. Specify communications objectives and create a communications plan to satisfy these objectives.6. Use technology (e.g Adobe Photoshop) to develop images suitable for Marketing Communications

Teaching / Learning Strategy

This module will be delivered in 36 hours of contact time consisting of lectures, seminars and practical sessions in computer labs. There will also be online tutorials to aid the development of the assessment (communications plan)

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, 15 th Ed, McGraw Hill Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspective, 2 nd Edition, John Wiley and Sons. Belch, G. E. and Belch, M. A. (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11thth Ed, McGraw-Hill. Fill, C. (2013) Marketing Communications: Brands, experiences and participation, 6th Ed., Pearson Education Kitchen, P, J & De Pelsmacker, P. (2013) Marketing Communications: A European Perspective, 5th Ed, Pearson Percy, L (2014) Strategic Integrated Marketing Communications, 2nd Ed, Routledge Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd Eds., Prentice Hall. Shimp, T.A. and Andrews J (2015) Advertising, Promotion and other aspects of integrated Marketing Communications, 9th Ed, Prentice-Hall. Smith, P., Zook, Z (2016) Marketing communications: offline and online integration, engagements and analytics. 6 th Ed, Kogan Page Yeshin, T. (2011) Advertising , South-Western/Cengage Learning 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)

Transferrable Skills

By the end of this module students will have gained competence in the following 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. Media planning skills (including the allocation of a budget) through creating a communications strategy. Report writing skills.

Module Structure

Activity Total Hours
Practicals (FT) 6.00
Independent Learning (FT) 74.00
Seminars (FT) 12.00
Lectures (FT) 18.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 50% Individual Marketing Communications Plan(3,000 words)