Marketing Management (BS0118)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : MSE-P-BS0118

The purpose of the course is to examine in detail the theory, process and practise of marketing management in purposeful organisations. This is a key management function and the course builds on basic ideas and concepts on marketing strategy introduced in the core Business Markets course. It develops an appreciation of the marketing concept and the central focus on the exchange between the organization and the customer, using the marketing mix framework to introduce key issues in relation to marketing management. The theoretical material is supported with the use of contemporary examples and illustrations, and the use of case studies to illustrate the principles and processes underlying this management function.

Entry Requirements

none

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 2 hour(s) 30 minutes per week for 9 weeks

Summary of Intended Learning Outcomes

- assess the nature and scope of marketing management
- describe key marketing terminology, concepts and theories
- demonstrate a critical appreciation of the existing theories of marketing management along with an awareness of both their contribution and limitations
- understand and appreciate the complexities of marketing management and its relevance to their own managerial context

demonstrate that they can move beyond simple description of marketing management to analysis and evaluation of marketing challenges using key concepts learnt during the course

Engage in critical discussion of marketing issues though class discussion, to debate and defend considered arguments

Utilise and source information from library, internet and database sources

Study independently and take responsibility for sourcing, reading and analysing related reference material for the course