Postgraduate Course: Marketing Applications (CMSE11114)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Home subject area||Common Courses (Management School)
||Other subject area||None
||Taught in Gaelic?||No
|Course description||The aim of this course is to introduce students to the latest developments in theory and practice for a selection of marketing topics through exposure to current research by academics and seminars led by practitioners. Students will develop skills of independent thinking and critical through an examination of articles from leading marketing journals and current working papers and seminars lead by invited marketing practitioners and academics. The course provides students with an insight into the present problems or trends emerging from commerce through seminars with marketing practitioners; and also in up-to-date and forthcoming research undertaken by international marketing academics.
Information for Visiting Students
|Displayed in Visiting Students Prospectus?||No
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|No Classes have been defined for this Course|
||First class information not currently available|
|Main Exam Diet S2 (April/May)||Marketing Applications||2:00|
Summary of Intended Learning Outcomes
|A. Knowledge and understanding of
* the key theories and models underpinning current thinking in the topic areas covered in the course;
* the emerging developments in the academic marketing discipline;
* the marketing issues facing practitioners and an understanding of problems faced by the seminars presented in the course.
B. Intellectual skills
Students will develop analytical skills such as:
* the ability to critically evaluate alternative theories and methodologies relevant to marketing problems;
* the ability to apply theory and analytical frameworks to real life marketing problems and cases;
* the ability to select and evaluate alternative courses of action for marketing practitioners&© problems;
* the ability to consider the emerging trends in academic marketing research and consider the implications of this for practitioners.
C. Professional/subject specific/practical skills
Students will gain:
* the ability to question or challenge accepted ideas or assumptions within the marketing discipline;
* the ability to prepare well-structured and logically argued reviews of the literature on selected marketing topics;
* the ability to engage with marketing practitioners and leading academics in the discussion of current marketing problems and developments in academic research.
D. Transferable skills
By the end of the course students will be expected to:
* be able to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of emerging marketing issues and trends;
* be able to analyse and utilise problem solving skills in real marketing problems.
|Assessment of this course is through an exam (weighted 60%) and a group project (weighted 40%). The degree exam will be in the April/May diet of examinations.|
|Course organiser||Miss Mary Ho
|Course secretary||Ms Genevieve Whitson
Tel: (0131 6)51 5671
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:50 am