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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Principles of Marketing Management (CMSE11110)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits15
Home subject areaCommon Courses (Management School) Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionThe course aims to provide students with an introduction to marketing both as an academic discipline and as a managerial activity. Academically, the objective of the course is to provide a grounding in the core theories, concepts and frameworks that have been developed to understand and explain marketing phenomena, and to offer the opportunity for critical reflection on these. In terms of a managerial activity, the course aims to furnish students with an appreciation of, and critical reflection on the concepts, frameworks, tools and techniques that can be employed in the management of marketing activities. Students will consider many aspects of marketing in an organisation including the examination of marketing strategy formulation and implementation issues through the concept of the integrated marketing mix: the product/service offering and customer service, communications, pricing and channels.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Displayed in Visiting Students Prospectus?No
Course Delivery Information
Delivery period: 2011/12 Semester 1, Available to all students (SV1) WebCT enabled:  Yes Quota:  None
Location Activity Description Weeks Monday Tuesday Wednesday Thursday Friday
No Classes have been defined for this Course
First Class First class information not currently available
Exam Information
Exam Diet Paper Name Hours:Minutes
Main Exam Diet S1 (December)Principles of Marketing Management2:00
Summary of Intended Learning Outcomes
A. Knowledge and understanding of
* the key terms and concepts in marketing;
* the relationship between the marketing concept, the marketing planning process, segmentation, targeting and positioning activities and each element in the marketing mix;
* the tools and frameworks used in environmental and competitor analysis;
* the tools and frameworks used in the internal analysis of an organisation;
* the marketing functions and the role that marketing plays in achieving organisational success;
* the many challenges marketing decision-makers have in a variety of modern organisations;
* the ethical and environmental issues linked to marketing activities.

B. Intellectual skills
Students will develop analytical skills such as:
* the ability to apply key analytical frameworks and tools to the analysis of marketing problems, situations or cases;
* the ability to critically evaluate concepts, frameworks and tools;
* the ability to identify and explain problems in pursuing certain courses of action in response to marketing problems or situations.

C. Professional/subject specific/practical skills
Students will gain:
* the ability to utilise information on a firm&ęs external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes;
* the ability to identify and evaluate the ethical and environmental implications of alternative courses of marketing action;
* the ability to locate appropriate academic and practitioner resources on marketing topics;
* the ability to present marketing data and analysis in written format according to accepted disciplinary conventions.

D. Transferable skills
By the end of the course students will be expected to:
* be able to competently communicate and exchange ideas in both large and small group settings;
* be able to employ analytical and problem solving skills;
* be able to plan, organise and prioritise work effectively.

Assessment Information
Assessment of this course is through an exam (weighted 50%), a group assignment (weighted 40%) and an individual reflection (weighted 10%). The degree exam will be in the December diet of examinations.
Special Arrangements
Additional Information
Academic description Not entered
Syllabus Not entered
Transferable skills Not entered
Reading list Not entered
Study Abroad Not entered
Study Pattern Not entered
KeywordsNot entered
Course organiserDr Iain Black
Tel: (0131 6)51 5322
Course secretaryMs Genevieve Whitson
Tel: (0131 6)51 5671
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