Postgraduate Course: Marketing Applications (CMSE11114)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This course introduces students to the latest developments in marketing theory and practice through seminars delivered by marketing practitioners and academics. Throughout the semester, students will be exposed to different academic concepts and practical contexts in order to develop a nuanced understanding of marketing that will help them both as such and in their dissertations. |
| Course description |
Aims, Nature, Context:
Marketing Applications builds upon theories and concepts introduced in the core courses for the MSc Marketing and MSc Marketing & Business Analysis programmes, providing a more advanced study of marketing theory and practice. The course seeks to stimulate interest in emergent trends in marketing and engenders students with the knowledge and skills required for a more critical and applied study of marketing.
Syllabus:
A different marketing topic will be explored each week.
Student Learning Experience:
The course consists of weekly seminars, presentations from experts and practical workshops. Independent reading and learning is an essential component in the course and students are expected to prepare for each session in advance.
Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | Students MUST also take:
Principles of Marketing Management (CMSE11110)
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| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- Critically discuss emerging developments in marketing theory and practice.
- Apply theory and analytical frameworks to real life marketing problems and cases.Discuss and critically evaluate marketing activities of organisations in various sectors.
- Discuss and critically evaluate marketing activities of organisations in various sectors
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Reading List
| Appropriate readings will be announced in advance of each lecture/seminar. Please note that there is no textbook for this course; readings will be taken from academic journals, case studies, company reports and websites, as well as marketing-related magazines and blogs. |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
Students will develop analytical skills such as:
The ability to critically evaluate alternative theories relevant to marketing problems;
The ability to apply theory and analytical frameworks to real life marketing problems and cases;
The ability to select and evaluate alternative courses of action for marketing practitioners' problems;
The ability to consider the emerging trends in academic marketing research and consider the implications of this for practitioners.
Subject Specific Skills
Students will gain:
The ability to question or challenge accepted ideas or assumptions within the marketing discipline;
The ability to prepare well-structured and logically argued reviews of the literature on selected marketing topics;
The ability to engage with marketing practitioners and leading academics in the discussion of current marketing problems and developments in academic research;
The ability to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of emerging marketing issues and trends;
The ability to analyse and utilise problem solving skills in real marketing problems |
| Keywords | Mark-MApps |
Contacts
| Course organiser | Dr Stephen Dunne
Tel: (0131 6)50 8340
Email: |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: |
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