Postgraduate Course: Strategic Marketing (EMBA) (CMSE11223)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | This course explores the role of marketing in a variety of contexts including FMCG, hi-tech products, services, mobile, online, business-to-business and not-for-profit. Adopting a strategic focus, the course will offer critical reviews of current theory and practice and discuss how marketing strategies are evolving in the light of changes arising from increasingly sophisticated and demanding consumers, new technology and globalisation. |
| Course description |
Sessions will consider the nature and scope of marketing and its role in society; the importance of a customer orientation and co-creation of brands; the contribution of marketing research; approaches to STP; and the role of marketing activities such as product, price, promotion, distribution, physical evidence, process and people. There will be a particular focus on innovation, the role of marketing in creating value and competitive advantage, and the challenges of marketing innovative products and services.
Syllabus
Introduction to Marketing
Understanding Buyer Behaviour
STP, Branding and Relational Strategies
Service Marketing Strategies
Innovation and Marketing Strategy
Marketing Channels and Pricing
Marketing Communications
Digital and Social Media Marketing
Student Learning Experience
This approach to learning will include a series of lectures and webinars, and case discussions (in-class and online), supported by contributions from practitioners. Directed reading will provide students with deeper exploration of theory and practice. An applied group project will be completed to ensure complementary learning through practical research and experience.
Recommended reading will provide students with deeper exploration of theory and practice. An applied group project will be completed to ensure complementary learning through practical research and experience. The course assessment will focus on an Innovation Challenge: engaging students in marketing strategy assessments for start-up/spin-out ventures or for pre-market IP ideas. Projects will be organised with support from other University centres, including ECCI, ECCT and Informatics to take advantage of Edinburgh's connections in new technology, low carbon, service and life science innovation.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2015/16, Not available to visiting students (SS1)
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Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 20,
Summative Assessment Hours 30,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
48 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Group Report 50%
Group Presentation 20%
Individual Assignment 30%
Group Report and Presentation: The student will be part of a group that will be linked-up with a local organisation that is developing and marketing an innovative product or service. The group will undertake an analysis of the organisation's value proposition, market and marketing strategy, and recommend creative and imaginative enhancements. The group will present its findings to the client and submit a succinct report of around 3500 words (excluding appendices).
Individual assignment: An individual report of around 1500 words which will consist of a critical reflection on the group's business report. The student must critique the approach taken by the group, including the information sources used, the marketing models/frameworks used, the process of analysis followed, and the way creative recommendations were developed. The student can challenge the views expressed in the main group report, and propose additional analysis or ideas of their own. |
| Feedback |
A short formative assessment will focus on an outline consultancy proposal, issued in Session 2 with feedback in Session 4.
Summative marks will be returned on a published timetable, which will be made clear to students at the start of the academic year
Students will be provided with electronic written feedback for all coursework. Coursework cannot be taken away by students. Students who wish to view a marked piece of coursework, should contact the programme support team to arrange a time.
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| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically discuss the marketing activities that impinge on our daily lives as business managers and citizens.
- Critically evaluate key marketing theory, concepts, research and current practice.
- Discuss critically decision-making processes and frameworks for selecting marketing objectives, target markets and marketing mixes.
- Discuss critically how marketing practice is influenced by contemporary challenges in the operating environment.
- Apply theoretical frameworks to real-world marketing innovation challenges: identifying their key features and implications, setting appropriate marketing objectives, and evaluating alternative marketing strategies.
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Reading List
Recommended
West, D, Ford J and E Ibrahim (2010) Strategic Marketing: Creating Competitive Advantage, 2nd Edition, Oxford.
Background Reading: Texts
Moore, G A (2014) Crossing the Chasm, 3rd Edition, Harper Business.
Ryan, D (2012) Digital Marketing, Kogan Page.
Champniss, G and F Rodes Vila (2011) Brand valued: how socially valued brands hold the key to a sustainable future and business success, John Wiley and Sons.
Kotler, P, Kartajaya, H and I Setiawan (2010) Marketing 3.0, John Wiley and Sons.
Hooley, G, Piercy, N and B Nicoulaud (2011) Marketing Strategy and Competitive Positioning, 5th Edition, Prentice Hall.
Articles from journals in the library collection will be recommended as the course progresses. All journals are available electronically |
Additional Information
| Graduate Attributes and Skills |
Cognitive and Subject Specific Skills:
Critically evaluate key marketing concepts, theory and practice.
Communicate clearly to others an analysis of marketing situations or evaluation of theory.
Apply theoretical frameworks to real-world marketing situations.
Reflect on the relevance of marketing as a manager, business leader and as a consumer
Transferable Skills:
Develop confidence and skills in business engagement and team-based consulting.
Demonstrate skills of critical and reflective thinking.
Identify, locate and evaluate source material (academic and practitioner) to support arguments.
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| Keywords | Marketing Strategy Innovation |
Contacts
| Course organiser | Dr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: |
Course secretary | Miss Tammy French
Tel: (0131 6)50 3475
Email: |
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