Form C4
1. Course
Code
Heriot-Watt University - Course Descriptor
C19MC
2. Course
Title
Management and Languages
Marketing Communications
3. SCQF
Level
6. Course
TBC
Co-ordinator
5. School
7. Delivery:
Location &
Semester
9
4. Credits
15
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Approved Learning Partner
Sem…2
Sem….
Sem………..
Sem……2..
Sem….
Name…………………….....Sem..…...
Name …See attached list…………Sem……2…
8. Pre-requisites
C18FM Fundamentals of Marketing
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
None
11. Replacement Courses
Code:
None
Date Of Replacement:
13. The course may be
delivered to:
UG only
PG only
12. Degrees for which
this is a core course
C19LE
Sep 2013
UG & PG
14. Available as an Elective?
Yes
No
15. Aims
The aim of this course is provide students with a thorough grounding in the techniques, issues and relationships involved in communicating with target audiences. The
focus will be on using an integrated marketing communications approach and achieving a two way dialog with your customers rather than sending them promotional
messages. It aims to give students a critical view of this area and highlight the importance of client/agency relationships.
16. Syllabus
The syllabus covers a range of issues regarding the course topic. An indicative syllabus is as follows:
 Overview of Integrated Marketing Communications (IMC)
 How Marketing Communications works
 Marketing Communications Planning: Strategy and Messages
 Marketing Communications Planning: Media
 Branding and Positioning
 Evaluating IMC
 IMC media: Sales Promotion, PR and Personal Selling, Digital marketing communications
 Marketing Communications in context
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
1/2
Form C4
Heriot-Watt University - Course Descriptor
Subject Mastery
Understanding, Knowledge and Cognitive
Skills
Students will be able to:



Personal Abilities
Scholarship, Enquiry and Research (Research-Informed Learning)
Students will be able to
Understand Integrated Marketing
Communications (IMC) concepts,
frameworks and tools
Understand the blend of ingredients in IMC
such as advertising, sales promotion, and
personal selling.
To be aware of important influences in
selecting and in the measuring of media
and communications effectiveness



Analyse complex problems and make critically sound recommendations and plans
Apply key analytical frameworks and tools to the analysis of IMC problems, situations or
cases;
Locate and synthesise appropriate academic and practitioner resources on marketing topics
Industrial, Commercial & Professional Practice
Autonomy, Accountability & Working with Others
Communication, Numeracy & ICT
Students will be able to
 To understand the reason for the stages in the
agency selection process.
 To be aware of the factors influencing
advertising agency-client relationships.
 To know the structure of a communications
plan (or advertising plan) and to be able to
construct a plan for a given situation/ problem
scenario.
Students will be able to
 Work independently and as a group member
 Plan, organise and prioritise work effectively.
 Work with others to utilise a range of
resources
Students will be able to
 Competently communicate and
exchange ideas in both large and
small group settings;
 Interpret, use and evaluate
numerical and graphical data to
set and achieve goals/targets
18. Assessment Methods
Method
19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Examination
ALPs only: Examination
2 Hours
2 Hours
Duration of Exam
Diet(s)
(if applicable)
50%
50%
100%
None
None
Examination
Examination
2 hours
2 Hours
Resit
Resit
20. Date and Version
Date of Proposal
5th February 2013
Date of Approval by
School Committee
Date of
Implementation
September 2013
Version
Number
2/2
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