Branding and Communications (MKTU9BC)

MODULE CODE:         




Credit Value:             


Module Coordinator:  

Dr Michael Healy

Contact Hours:         

22 Lectures, 8 Seminars


50% coursework, 50% examination



Module Description

Business success requires the production of clear and meaningful dialogue with intended audiences. However, the ways in which firms might best achieve this goal are varied and extended beyond traditional concepts of advertising. To appropriately communicate with target audiences firms must understand the types of communications tools available to marketers, when and where their use is relevant, and how to make them work in holism.  This module is designed to develop students’ knowledge and skills in managing the processes of informing and persuading customers through planned marketing communications.

This module will provide students with the opportunity to develop a theoretical understanding of marketing communication in conjunction with the skills to apply this knowledge to practical marketing situations.


 By the end of this module students will be able to: 

  • Have an in-depth and balanced appreciation of the theoretical foundations of marketing communications alongside current and emerging practitioner applications, including communications tools, consumer behaviour, and research methods
  • The ability to understand the development of appropriate marketing communications strategies within a changing environment to meet various business, marketing and stakeholder demands
  • A deep appreciation of customers including customer expectations, cultural language, semiotic interpretation, and lifestyle fit
  • The comprehension and use of relevant communication and information technologies for application in business and marketing

The competence to develop transferable intellectual and study skills which will encourage a positive attitude to continuing personal development and lifelong learning

 Learning Outcomes:

The teaching and learning practices employed during this module aim to develop and reinforce the following

skills in particular:

  • Analytical skills: Critical appraisal of marketing communications theory both orally and in writing
  • Teamwork and discussion skills: Ability to critically discuss contemporary uses of marketing communications
  • Reflective skills: Ability to apply marketing communications theory to real-world situations/examples.


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.

© University of Stirling FK9 4LA Scotland UK • Telephone +44 1786 473171 • Scottish Charity No SC011159
Portal Logon