Course Brief

Marketing Communications lies at the heart of both the relational and transactional exchange between a business and its people and customers. This course will help executives to clarify their communication strategies with a broad range of up-to-date marketing concepts.


  • 45-60 Contact Hours

Topics covered
  • Introduction to marketing communications.
  • Communication theory.
  • Understanding how consumers process information.
  • Customer decision-making.
  • How marketing communications might work.
  • Marketing communications: strategies and planning.
  • Marketing communications: objectives and positioning.
  • Branding and the role of marketing communications.
  • Corporate identity, reputation and branding.
  • Financial resources for marketing communications.
  • Evaluating marketing communications.
  • Advertising and strategy.
  • Advertising messages and creative approaches.
  • Media behaviour and planning: delivering the message.
  • Sales promotion.
  • Public relations and sponsorship.
  • Direct marketing.
  • Internal marketing communications.
  • Master in Business Administration - MBA

     

                  

     

    The Edinburgh Business School MBA, Heriot-Watt University has been ranked as Europe's Largest Distance Learning MBA and the second largest in the world by the Financial Times Newspaper survey of approximately 20 of the top global distance learning MBAs.

    With a history dating back to 1821, Heriot-Watt University has established a reputation for world-class teaching and practical, leading-edge research, which has made them one of the top UK universities for business and industry.

    Heriot-Watt University is a vibrant, forward-looking university, well known for the quality of their degrees with employers actively seeking out there graduates.

    Heriot-Watt is also Scotland’s most international university with an unsurpassed international in-country presence. They deliver programmes to 11,800 students in 150 countries around the world.

    ACCA graduates can gain a fast-track entry through free-of-charge credit transfer and exemption when they matriculate for the MSc. in Financial Management or the MBA programme offered by Edinburgh Business School, Heriot-Watt University.

    Entitlement to credit transfer or exemption will be assessed on an individual basis. A maximum of four exemptions from the nine-module programme may be available. Click here for further information.

     

    ACCREDITATION

    Heriot Watt University is accredited by the Quality Assurance Agency for Higher Education (QAA) UK

    Ranked in the Complete University Guide 2018

    • 28th in the UK and 3rd in Scotland
    • Ranked in the top 25% in the UK for 10 subjects – Accounting & Finance, Art & Design, Building, Business & Management Studies, Chemistry, Computer Science, Economics, Electrical & Electronic Engineering, Mathematics, and Mechanical Engineering

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

    There are two tuition intakes per year for all courses:

    • January - May
    • July - November

     

    EVENTS

    REGISTRATION DATES FOR THE JANUARY 2018 SEMESTER:

    • November 18th – December 14th, 2017
    • Late registration will be accepted from January 3rd - January 20th, 2018

     

    EBS Prospectus

    View other EBS Heriot Watt University Masters Degree

  • MBA with Specialism in Marketing

     

                  

     

    It takes skill, determination and of course specialist knowledge.

    Our specialist MBAs give you just that depth of understanding, this programme encompasses the same seven core courses of the standard MBA, but, instead of the two elective courses, you take four specialist courses in Marketing.

    An intellectually challenging programme that equips students with crucial knowledge of the key concepts, tools and techniques of Marketing.

     

    ACCREDITATION

    Heriot-Watt University is accredited by the Quality Assurance Agency for Higher Education (QAA) UK

    Ranked in the Complete University Guide 2018

    • 28th in the UK and 3rd in Scotland
    • Ranked in the top 25% in the UK for 10 subjects – Accounting & Finance, Art & Design, Building, Business & Management Studies, Chemistry, Computer Science, Economics, Electrical & Electronic Engineering, Mathematics, and Mechanical Engineering

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

    There are two tuition intakes per year for all courses:

    • January - May
    • July - November

     

    EVENTS

    REGISTRATION DATES FOR THE JANUARY 2018 SEMESTER:

    • November 18th – December 14th, 2017
    • Late registration will be accepted from January 3rd - January 20th, 2018

     

     EBS Prospectus

    VIEW OTHER EBS HERIOT WATT UNIVERSITY MASTERS DEGREE

  • MSc. Marketing

     

                  

     

    An MSc for those keen to gain a greater understanding of the role marketing can play in the running of successful businesses and organisations.

    This intellectually challenging programme will help to create the marketing leaders of tomorrow. It will allow you to solve real problems and make the kind of informed decisions that can transform the marketing of your organisation.

    This MSc will provide you with an understanding of the key marketing concepts, tools and techniques enabling you to add real value to your business and advance your career in the process. The programme appeals to graduates in non-business
    subjects who wish to develop a career in marketing and individuals who have business-related work experience and now wish to move into marketing, or upgrade their skills and decision-making capability in the discipline.

    You’ll study issues of consumer behaviour, research and communications and the part they play in a coherent marketing programme. The programme will appeal equally to non-business graduates and marketing executives alike.

     

    ACCREDITATION

    Heriot-Watt University is accredited by the Quality Assurance Agency for Higher Education (QAA) UK

    Ranked in the Complete University Guide 2018

    • 28th in the UK and 3rd in Scotland
    • Ranked in the top 25% in the UK for 10 subjects – Accounting & Finance, Art & Design, Building, Business & Management Studies, Chemistry, Computer Science, Economics, Electrical & Electronic Engineering, Mathematics, and Mechanical Engineering

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

    There are two tuition intakes per year for all courses:

    • January - May
    •         July - November

     

    EVENTS

    REGISTRATION DATES FOR THE JANUARY 2018 SEMESTER:

    • November 18th – December 14th, 2017
    • Late registration will be accepted from January 3rd - January 20th, 2018

     

     EBS Prospectus

    VIEW OTHER EBS HERIOT WATT UNIVERSITY MASTERS DEGREE