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DEGREE REGULATIONS & PROGRAMMES OF STUDY 2013/2014
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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 For Business School PG students only, or by special permission of the School. Please contact the course secretary.
Additional Costs None
Information for Visiting Students
Pre-requisitesNone
Displayed in Visiting Students Prospectus?No
Course Delivery Information
Delivery period: 2013/14 Semester 1, Available to all students (SV1) Learn enabled:  Yes Quota:  None
Web Timetable Web Timetable
Course Start Date 16/09/2013
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 21, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 124 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 50 %, Coursework 50 %, Practical Exam 0 %
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's 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
Group Marketing Plan - 40% - 4000 words.
Presentation of Marketing Plan. Feedback only. Ten minute presentation (plus 10 minute questions and feedback) of group marketing plan to Prof D Marshall and Caroline Marchant.
Peer Assessment - 10% ndividual forms handed in at the same time as the Group Report.

Final exam - 50%. Time allowed: 120 mins.
Special Arrangements
None
Additional Information
Academic description Not entered
Syllabus Kotler, P. and Armstrong, G.. (2013). Marketing: An Introduction. Global Edition. (11th ed.) Pearson Education.
Transferable skills Not entered
Reading list Not entered
Study Abroad Not entered
Study Pattern Not entered
KeywordsPMM
Contacts
Course organiserMrs Caroline Marchant
Tel: (0131 6)50 3807
Email: Caroline.Marchant@ed.ac.uk
Course secretaryMiss Malgorzata Litwinska
Tel: (0131 6)51 3028
Email: Maggie.Litwinska@ed.ac.uk
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