Marketing (P01019)

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

Focussing on the consumer market relationships this course aims to provide an integrated and coherent introduction to modern Marketing and to consider that nature and scope of marketing and its role in society. The importance of customer satisfaction will be highlighted and critical reviews of current theory and practice offered. Approaches to market segmentation and the identification of target markets are reviewed and with discussions about how marketing practice is evolving in the light of changes in its operating environment

Entry Requirements

? Pre-requisites : Normally participation in Management Development 1: Personal Effectiveness and Learning Technology

? Costs : Most costs are included in the programme fee, though some communication costs will be borne by the students

Subject Areas

Home subject area

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

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : To be arranged/Unknown

? Additional Class Information : e-course with 6hrs streamed lectures, 4hrs Question & Answer sessions, 15hrs moderated tutorials/discussions, 20hrs structured activities, 20hrs multi media instruction; and 35hrs individual study, including assignments

Summary of Intended Learning Outcomes

Upon completion of the course the students should be able to:
- reflect on the relevance of marketing to you, as a manager and as a customer
- explain key marketing terms and concepts and be able to apply these in real-life context
- describe decision making processes and frameworks related to the selection of marketing objectives, target markets and marketing mixes
- communicate clearly to others your analysis of marketing situations or evaluations of theory
- explain key challenges facing contemporary marketers

Assessment Information

The course will be assessed through one individual marketing prospect, one individual briefing paper, and one group project, including an electronic log of progress. All assignments count equally towards the final mark