Postgraduate Course: Marketing Management (CMSE11553)
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 | 10 |
ECTS Credits | 5 |
| Summary | This course offers students a concise introduction to marketing management. It aims to provide a grounding in key concepts, frameworks and tools that can be employed in the management of marketing activities, and to furnish an appreciation of the impact of marketing phenomena in the wider world. It is designed both as a self-contained introductory course, as well as a foundation for specialist marketing options offered later in the programme. It assumes no prior studies or training in marketing. |
| Course description |
Marketing Management is designed to introduce students, in a concise way, to the principles and practices that underpin contemporary marketing activities. Via a series of weekly topics, students will be guided through the learning, which commences with an introduction to the role of marketing within the firm and the key activities that marketing managers perform. It then offers an introduction to the analysis and understanding of consumer behaviour and the development of customer relations, as well as insights into the principles of market segmentation, targeting and positioning. It introduces some key elements of effective marketing mix design, and offers critical reflection on the ethical and environmental dimensions of marketing activities.
Content:
- Marketing in the firm: concept and orientation
- Understanding and analysing consumer behaviour
- Market segmentation, targeting and positioning
- Elements of effective marketing mix design
- Ethical and environmental dimensions of marketing
Student learning experience:
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 | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2022/23, Not available to visiting students (SS1)
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Quota: None |
| Course Start |
Block 2 (Sem 1) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 10,
Seminar/Tutorial Hours 3,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
85 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes |
| Feedback |
Formative: Formative feedback will be provided via in-class discussion in the Seminars and Drop in sessions.
Summative: Feedback on the assignment will be provided via comments accompanying the mark awarded
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| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Define and explain key concepts and terms in marketing, and how they relate to each other in the processes of marketing management
- Show understanding of key theoretical perspectives that inform marketing management, and show how they can be applied via analytical frameworks
- Demonstrate understanding of the principles of market segmentation, targeting and positioning, and how these connect with elements of marketing mix design
- Identify ways in which marketing activities pose ethical and environmental challenges, and offer some critical reflection on these
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Reading List
Fahy, J. and Jobber, D. (2019). Foundations of Marketing, 6th Edn. McGraw-Hill, London
Jobber, D. and Ellis-Chadwick, F. (2020). Principles and Practice of Marketing, 9th Edn. McGraw-Hill, Maidenhead |
Additional Information
| Graduate Attributes and Skills |
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.
Cognitive Skills
After completing this course, students should be able to:
Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
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| Keywords | Not entered |
Contacts
| Course organiser | Prof Angela Tregear
Tel:
Email: |
Course secretary | Miss Mary Anne Boeff
Tel: (0131 6)50 8072
Email: |
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