Marketing Management (P01735)

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

This course aims to

- Introduce students to the marketing discipline
- develop students' critical understanding of key marketing concepts and analytical frameworks
- enable them to apply these concepts and frameworks to particular market contexts and the activities of particular organizations
- assess the implications of marketing practice for consumers and society

These aims and objectives are consistent with and complement the other core courses on this programme. There is no substantial overlap with other courses.

Entry Requirements

none

Subject Areas

Home subject area

Common Courses (Management School and Economics), (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 1 (Blocks 1-2)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

All of the following classes

Type	Day	Start	End	Area
Lecture	Wednesday	14:00	15:50	Other

Summary of Intended Learning Outcomes

Knowledge and understanding
On completion of this course, students should be able to

- define key marketing terms and concepts
- explain the relationship between the marketing environment, marketing strategy, target markets and the marketing mix
- describe decision-making processes and frameworks related to the selection of marketing strategies, target markets and marketing mixes
- explain the role of each element of the marketing mix in influencing consumer behaviour and achieving marketing objectives
- identify ethical issues arising in marketing practice and explain marketing's societal role and responsibilities