Undergraduate Course: Marketing (BUST08004)
||College||College of Humanities and Social Science
|Credit level (Normal year taken)||SCQF Level 8 (Year 2 Undergraduate)
||Availability||Available to all students
|Summary||Marketing is both a managerial activity and a pervasive social phenomenon which we experience first-hand on a daily basis. Building on the introduction to marketing presented in Business Studies 1, this course offers you the opportunity to develop your understanding of marketing theory and practice, and its societal implications. Specifically, the course provides a critical review of key marketing concepts and current practice, relating these to developments in the internal and external marketing environment. It addresses the nature and scope of marketing, consumer behaviour, strategic marketing frameworks, and market segmentation, targeting and positioning. Issues related to product, price, distribution and marketing communications are addressed, with emphasis placed on how the rise of services and digital marketing which have challenged traditional theories and practice of marketing.
Lectures present critical overviews of these areas, relating theories to a wide range of current examples. Tutorials offer opportunities to apply theoretical frameworks to specific issues or situations, often using case studies and tasks which draw on observation or personal experience as consumers. The application of theoretical frameworks to real-life situations carries through to the continuous assessment project, which is completed in groups.
Information for Visiting Students
|Pre-requisites||Visiting students should usually have at least 1 introductory level Business Studies course at grade B or above (or be predicted to obtain this) for entry to this course. We will only consider University/College level courses.
Course Delivery Information
|Academic year 2014/15, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Seminar/Tutorial Hours 8,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||Group project = 25%, Group Peer assessment = 5%, degree exam = 70%; resit exam = 100%.
||Hours & Minutes
|Main Exam Diet S2 (April/May)||1:30|
|Resit Exam Diet (August)||1:30|
| Lectures present critical overviews of key concepts, processes and debates within marketing, relating theories to a wide range of current international examples. Lectures incorporate videos, marketing materials and examples to illustrate concepts, provide insights into practice, or stimulate thought and discussion about particular issues. Several guest lecturers are incorporated into the course each year. These are drawn from both profit and not-for-profit sectors so that you may observe marketing principles applied to practice in different contexts.
Knowledge and Understanding
On completion of this course, you should be able to:
- define key marketing terms and concepts addressed in the course (e.g. marketing environment, consumer behaviour, and services marketing)
- discuss concerns about the role of marketing in society and the response of marketers to such concerns
- explain how elements of the marketing environment may influence consumer demand and marketing activities
- describe decision-making processes and criteria related to the selection of marketing strategies and target markets
- explain the relationship between market segmentation, target markets, company/brand positioning and the marketing mix
- explain the role of each element of the marketing mix in influencing consumer behaviour and achieving organisational goals.
On completion of this course you should be able to:
- assess strengths and weaknesses of theoretical frameworks presented in the course
- apply theoretical frameworks in analysing specific marketing cases, issues or situations
- identify, assess and prioritise key features of marketing situations
- identify problems in implementing decision-making processes and frameworks
- compare different perspectives on marketing ethics and the role of marketing in society
- reflect on your own views with respect to the role of marketing in society.
On completion of this course, you should be able to:
- use information about the internal and external marketing environment to identify and analyse key opportunities and threats
- identify and prioritise appropriate marketing objectives and target markets in light of an organisation┐s marketing environment and market position
- identify and evaluate alternative marketing mix plans in the context of an organisation┐s goals, target market and marketing environment
- identify and evaluate ethical and social responsibility issues arising from alternative courses of marketing action
- identify and locate appropriate source material (academic and practitioner, traditional and on-line) on marketing topics.
In tutorials, you should demonstrate your ability to:
- apply your understanding of marketing concepts and theories to concrete examples and decision-making tasks
- analyse situations, evaluate alternative courses of action and justify the actions you recommend
- undertake tasks effectively in small groups
- communicate ideas clearly within small groups and to the tutorial group as a whole
- listen to other students┐ ideas and engage with those ideas constructively.
In the continuous assessment project, you should be able to:
- analyse a specific industry sector and identify the key characteristics of the marketing environment in this market,
- advise and inform marketing practitioners on strategic and tactical issues,
- develop a marketing plan for a specific product/brand,
- apply theoretical frameworks and make recommendations in relation to the project in hand,
- produce a clear and coherent report based on group work.
In examination answers, you should be able to:
- address the key issues raised by the question
- define key terms, concepts, and issues, drawing on relevant marketing literature
- relate marketing theory and concepts to examples.
|Graduate Attributes and Skills
|Additional Class Delivery Information
||1 hour(s) per week for 8 week(s). Plus tutorials
|Course organiser||Mr Ben Marder
|Course secretary||Miss Anastasia Fliatoura
Tel: (0131 6)50 3826
© Copyright 2014 The University of Edinburgh - 12 January 2015 3:32 am