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

Postgraduate Course: Marketing Management (CMSE11132)

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 purpose of this course is 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. The course is also designed to act as a broad-based introduction to marketing in preparation for specialist marketing options offered later in the programme. It assumes no prior studies or training in marketing.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Pre-requisitesOpen to all MSc Management students.
10 places available to MSc IBEM students (preference will be given to those who have not already undertaken a marketing-related module at university/college level, nor worked in a marketing post for over a year).
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)Marketing Management2:00
Summary of Intended Learning Outcomes
Knowledge and Understanding:
On completion of the course students should be able to:
a) Define and explain key terms and concepts in marketing
b) Describe key analytical frameworks and tools in marketing
c) Explain the relationship between the marketing concept, the marketing planning process, segmentation, targeting and positioning activities, and the marketing mix
d) Explain the role of each element of the marketing mix in influencing consumer behaviour and achieving marketing objectives
e) Identify ethical and environmental issues linked to marketing activities

Cognitive Skills:
On completion of the course students should be able to:
a) Apply key analytical frameworks and tools to the analysis of marketing problems, situations or cases introduced in the course
b) Critically evaluate concepts, frameworks and tools introduced in the course
c) Identify and explain problems in pursuing certain courses of action in response to marketing problems, situations or cases introduced in the course
d) Critically reflect on ethical and environmental problems raised by marketing activities

Subject Specific Skills:
On completion of the course students should be able to:
a) Use information on a firm&s external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes
b) Locate appropriate academic and practitioner resources on marketing topics, from electronic and other sources
c) Present marketing data and analysis in written format according to accepted disciplinary conventions
d) Identify and evaluate the ethical and environmental implications of alternative courses of marketing action

Key Skills:
Completing this course should assist students in:
a) Communicating and exchanging ideas, in both large and small group settings
b) Employing analytical and problem-solving skills
c) Planning, organising and prioritising work effectively to meet course requirements
d) Making effective use of library and other sources of marketing information
e) Negotiating their own and others& contribution to an assessed project, in terms of the material to be covered, the approach to be adopted, and the form of the final written document
f) Reflecting on their own values with respect to ethical and environmental practices
Assessment Information
The course is assessed in two forms. The first is a coursework assignment (worth 30% of the final mark), and the second is a degree examination (worth 70% of the final mark).
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 organiserMs Dahlia El-Manstrly
Tel: (0131 6)51 5321
Course secretaryMs Eileen Robinson
Tel: (0131 6)51 3028
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