Postgraduate Course: Marketing (BUST11206)
Course Outline
| School |
Business School |
College |
College of Humanities and Social Science |
| Course type |
Standard |
Availability |
Not available to visiting students |
| Credit level (Normal year taken) |
SCQF Level 11 (Postgraduate) |
Credits |
10 |
| Home subject area |
Business Studies |
Other subject area |
None |
| Course website |
None
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Taught in Gaelic? |
No |
| Course description |
Marketing is a pervasive social phenomenon. We all are in daily contact with the marketing activities of firms, governments, and a range of other organisations. Marketing influences what we do and how we think. Even if you have not studied or worked in marketing, you cannot but have observed and experienced aspects of marketing practice throughout your everyday life.
According to the Chartered Institute of Marketing, &«marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably&ª. We will explore an alternative view that takes an even wider view of marketing. Marketing is not simply advertising, as is often popularly portrayed.
As an academic discipline, marketing draws on a range of subjects, including economics, psychology, sociology, and anthropology. Although it has long been associated with companies producing fast-moving consumer goods, marketing as a managerial activity and business philosophy is also evident in the work of service, business-to-business, not-for-profit and public sector organisations. Like all managerial disciplines, it must remain sensitive to changes in its operating environment, adapting theory and practice to meet challenges such as those arising from globalisation, information technology and increasingly sophisticated and demanding consumers.
Adopting a primarily managerial focus, the course will offer critical reviews of current theory and practice and discuss how marketing practice is evolving in the light of changes in its operating environment. Specifically, sessions will consider the nature and scope of marketing and its role in society. The importance of understanding and satisfying consumers will be highlighted, and approaches to segmenting markets and identifying target markets will be reviewed. Marketing activities related to product, price, promotion, distribution and other managerial determined variables will be considered. The importance and process of marketing research will be discussed with guest speakers who practise on a daily basis.
The core course provides a grounding for marketing option courses later on the programme. The core course assumes no prior knowledge of marketing as a managerial function. It is an introduction to a large and complex area of managerial decision making and focused primarily on the fast-moving consumer goods sector (FMCG).
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites |
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| Prohibited Combinations |
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Other requirements |
None
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| Additional Costs |
None |
Course Delivery Information
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| Delivery period: 2011/12 Semester 1, Not available to visiting students (SS1)
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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 |
| No Exam Information |
Summary of Intended Learning Outcomes
This course will mix lectures, video presentations, in class mini cases and full cases, class discussion, workshops and guest lectures.
We will introduce key concepts in lectures, offering examples of how these have been applied in practice, and encouraging (as far as time allows) discussion amongst the class. While many of the theories and applications discussed will focus on fast-moving consumer goods (FMCGs) and are drawn from Western, industrialised economies, we expect class discussion of theory and practice to benefit from the diversity of cultural backgrounds and professional experience within the group.
Although this is an introductory course, we recognise that there will be different levels of familiarity with marketing within the class. In the sessions, we hope to offer opportunities for experienced marketing students to develop their knowledge as well as presenting key concepts to those approaching marketing for the first time. We have also divided up the readings for the course based on the assumption that students will come to the course with different levels of knowledge.
Readings are categorised as follows:
&· readings for each lecture
&· a range of optional/advanced readings related to each lecture
&· texts for students wishing to read about particular topics in more depth
The University Library is one of the best in the UK $ú do not be afraid to seek out other material. There is a large collection of marketing and marketing related books and journals $ú please search it and use it. Being able to identify useful material from a plethora of written documents is a very valuable managerial skill.
Please note that the classes themselves are only one part of the course; successful completion of the course requires considerable independent work beyond the class hours. It is important that you read the appropriate chapters and material that link to each session; we will assume that students have this grounding, and our lectures will not be limited to the basic reading. Academic journal articles are also invaluable in presenting critical reviews of theory and practice and in offering empirical research on particular topics; we suggest that experienced marketing students in particular spend some time reading about developments in areas of interest.
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Assessment Information
| 2 hour written examination worth 100% |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Session 1
Introduction to Marketing Management:
What is marketing? Overview of key marketing concepts and perspectives on the role of marketing in organisations and society.
In Class Case Discussion: John Ribes Dilemma
Session 2
Consumer Behaviour and Market Segmentation:
Psychological, sociological and cultural influences are examined along with the consumer decision-making process. The role of purchasing is identified, and the factors which influence organisational buying behaviour are outlined. Alternative methods of market segmentation are discussed along with target market identification
In Class Case Discussion: The changing face of luxury fashion
Session 3
CASE STUDY WORKSHOP: ECCH case: Unilever in Brazil
Session 4
Marketing Mix 1: Product and Brand Management:
Products are at the core of marketing management. This session presents a framework for analysing products from marketing perspective, followed by consideration of how firms build and sustain strong brands. The session concludes with an overview of tools for managing product portfolios.
In Class Case Discussion: The Coca Cola company
Session 5
Marketing Mix 2: Managing Marketing Communications:
Marketing communications are often the most visible aspect of marketing practice. This session will discuss integrated marketing communications (IMC) and the decisions marketers have to make concerning the marketing communications mix.
Case Discussion: Case 9: Adidas versus Nike p245, Jobber and Fahey 3rd edition
Session 6
Marketing Mix 3: Distribution:
Distribution is a central component of the marketing mix. This session looks at how to manage marketing channels for effective distribution and for building value.
Case Discussion: Case 11 IKEA
Session 7
Marketing Mix 4: Pricing
Pricing decision in marketing are vital to ensure organisation goals are met and customers perceive the product as planned. In this session we will discuss what considerations managers must take into account when setting prices.
Case Discussion: Case 8: Sony Playstation.
Session 8
Workshop: Preparing for the Marketing examination
Session 9
Marketing Strategy: Case study workshop
Marketing strategy: ECCH Case Glitnir
Session 10:
Marketing Research in Action
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| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords |
Not entered |
Contacts
| Course organiser |
Dr David Marshall
Tel: (0131 6)50 3822
Email: D.W.Marshall@ed.ac.uk |
Course secretary |
Mr Stuart Mallen
Tel: (0131 6)50 8071
Email: Stuart.Mallen@ed.ac.uk |
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copyright 2011 The University of Edinburgh -
1 September 2011 5:43 am
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