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Postgraduate Course: Marketing (BUST11206)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits10 ECTS Credits5
SummaryMarketing 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". 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 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).
Course description Day 1 (November 1)

9-11.00 LT3 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 (distributed in class)

Essential Reading: Jobber and Fahy: Chapter 1.

*Levitt, T. (2006) What Business are you in. HBR October, 126-137.

*Rust, R., Moorman, C. and Bahalla, G. (2010) Rethinking Marketing. HBR Jan/Feb2010, Vol. 88 Issue 1/2, p94-101

Blog: Beth Comstock and Linda Boff, Business Customers Are Digital. Shouldn't Your Marketing Be? 12:14 PM Thursday August 4, 2011

11-13.00 ECCH case: Unilever in Brazil group analysis and report

13.00 submission of Group report (max 500 words)

14.00-15.00 Case study discussion

15.00-16.00 Guest lecture TBC

Day 2 (November 8)

9-11.00 LT3 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: Case 5: The changing face of luxury fashion p129 Jobber and Fahy

Essential Reading: Jobber and Fahy: Chapter 3, Chapter 5.

Ofek, E. and Wathieu, L. Are You Ignoring Trends That Could Shake Up Your Business? Harvard Business Review, Jul/Aug2010, Vol. 88 Issue 7/8, p124-131

Blog: Michael J. Silverstein, Why Retailers Should Target Female Consumers, 11:22 AM Thursday July 28, 2011

11-13.00 ECCH case: ING Direct group analysis and report

13.00 submission of Group report (max500 words)

14.00-15.00 Case study discussion

15.00-16.00 Guest lecture Denise Hill Visit Scotland

Day 3 (November 15)

9-11.00 LT3 Marketing Mix 1: Product and Brand Management (inc price and distribution)

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

Essential Reading:
Jobber and Fahy: Chapter 6 and 7, 8, 11,.

Holt, D.B. (2003) What becomes an icon most? Harvard Business Review, March, 43-49
Bertini, Mand Wathieu, L. (2010) How to Stop Customers Fixating on Price, HBR, May, 88, 5, 84-91
Lee, H. A. (2004) The Triple-A-Supply Chain, Harvard Business Review October.

Blog: Jeffrey F. Rayport, Build Brands Apple's Way, 9:37 AM Monday July 25, 2011

11-13.00 ECCH case: Glitnir group analysis and report

13.00 submission of Group report (max 500 words)

14.00-15.00 Case study discussion

15.00-16.00 Guest lecture/Q&A Birna Einarsdottir Icelandisbanki

Day 4 (November 22)

9.00-13.00 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

Jobber and Fahy: Chapters 9 and 10.; Case 9.

Kotler, P; Rackham, N; Krishnaswamy, S. (2006) Ending the war between sales and marketing Harvard Business Review, Jul/Aug. 84,7/8, 68-78

Blog: Alex Goldfayn, Is Your Marketing Killing Your Consumer Electronics Product?, 10:31 AM Thursday July 21, 2011, (Alex Goldfayn's forthcoming book, Evangelist Marketing, comes out in January. His blog is at and his website is

11.00-13.00 Guest speaker: Mike Roe, Market Research Consultant.

Market Research in Action - a New Product Development marketing case lecture illustrating key market research issues (qualitative v quantitative; observation research; product testing; statistics; predicting new product sales)

14.00-15.00 Guest Lecture Suzanne Freedman, Tsuko

15.00-16.00 Preparing for the Marketing examination

For up to date blogs on marketing check out the HBR site

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.
Course Delivery Information
Not being delivered
Learning Outcomes
Knowledge and Understanding:
By the end of this course, you should be able to

o have a clearer understanding of the marketing activities that impinge on your daily life as managers and citizens
o explain key marketing terms and concepts
o describe decision-making processes and frameworks related to the selection of marketing objectives, target markets and marketing mixes
o explain how marketing practice is influenced by its operating environment
o demonstrate your understanding of the above by reference to appropriate theory, research and examples of current practice

Cognitive Skills:
By the end of this course you should be able to

o offer a critical evaluation of key marketing concepts, theory and practice
o communicate clearly to others (in small groups or to the class as a whole) your analysis of marketing situations or evaluations of theory
o evaluate your views in light of those expressed by others in the class

Subject Specific Skills:
By the end of this course, you should be able to

o explain key challenges facing contemporary marketers
o apply theoretical frameworks to real-world marketing situations - identifying their key features and implications, selecting appropriate marketing objectives and target markets, and evaluating alternative marketing mixes
o demonstrate your understanding of specific marketing concepts under examination conditions by drawing upon relevant reading and examples
o reflect on the relevance of marketing to you, as a manager and as a consumer
o identify and locate appropriate source material (academic and practitioner) on a range of marketing topics

Reading List
Optional/advanced reading on topics covered by the course

- Baker, M. (2008) "One more time - what is marketing?", in M. Baker (ed) The Marketing Book, 6th Edition, London: Heinemann, 3-15
- Tadajewski, M. et al (2008) (eds) Critical Marketing: Issues in Contemporary Marketing, London: Wiley
Specialist journal articles
- Anderson, Eugene W., Claes Fornell, and Sanal K. Mazvancheryl (2004), "Customer Satisfaction and Shareholder Value," Journal of Marketing, 68 (4), 172-85.
- Prof. John Balmer, (2011) "Corporate marketing myopia and the inexorable rise of a corporate marketing logic: perspectives from identity based views of the firm", European Journal of Marketing, 45 9/10
- Gummesson, E. (2002) "Practical value of adequate marketing management theory?", European Journal of Marketing, 36:3, 325-349
- Porter, M. (2008) "The five competitive forces that shape strategy", Harvard Business Review, January,79-93
- Parasuraman, A, Zeithaml Valerie A., and Leonard L. Berry (1985) "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, 49 (Fall), 41-50.

Consumer/Organisational Behaviour
- Gaboot, Mark (2008) "Consumer decision making", in M. Baker (ed), The Marketing Book, 6th Edition London: Heinemann, 109-118
- Desmond, J. (2002) Consuming Behaviour, Chapter 1, Palgrave, McMillan
Specialist journal articles
- Penz, E. and Hogg, M. K. (2011) The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings, European Journal of Marketing 45, 1, 104-132
- Peters, L. and Fletcher, K. (2004) They Love me, They Love me not: Consumer Relationship Orientation and CRM Journal of Marketing Management, 3, 1, 53-80.
- Saad, G and Tripat G. (2000), "Applications of Evolutionary Psychology in Marketing," Psychology & Marketing, 17 (12), 1005-34.

Market Segmentation
- Yoram Wind and Bell, D. (2008) "Market segmentation", in M. Baker (ed), The Marketing Book, 6th Edition London: Heinemann, 222-242
Specialist journal articles
- Kim, T. and Lee, H-Y (2011) External validity of market segmentation methods: A study of buyers of prestige cosmetic brands, European Journal of Marketing, 45, 1, 153-169
- Dibb,S, Stern, P. and Wensley, R. (2002) 'Marketing knowledge and the value of segmentation' Marketing Intelligence & Planning 20, 2, 113-119
- Bardakci, A and Whitelock, J (2003) Mass-Customisation in Marketing: The Consumer Perspective, Journal of Consumer Marketing, 20, 5, 463-479.

Product and Brand Management
- de Chernatony, L (2008) 'Brand Building', in. M. Baker (ed), The Marketing 6th Edition London: Heinemann, 306-326
Specialist journal articles
- Simmons, G. Thomas, B and Truong, Y. (2010) Managing i-branding to create brand equity, European Journal of Marketing, 44, 9, 1260-1285
- Edwards, H. and Day, D. (2005) "Passionbrands: getting to the heart of branding", Young Consumers, Q.2, 41-43
- Levitt, Theodore. (1980), "Marketing success through differentiation--of anything," Harvard Business Review, 58 (1), 83-91.
- Smith, J. Brock and Mark Colgate (2007), "Customer Value Creation: A Practical Framework," Journal of Marketing Theory & Practice, 15 (1), 7-23.
- Hill, Sam, Richard Ettenson, and Dane Tyson (2003), "Achieving the Ideal Brand Portfolio," Sloan Management Review, 46 (2), 85-91.
- Holt, Douglas B. (2002), "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, 29 (June), 70-90.

Marketing Communications
- Yeshin, T. Integrated Marketing Communications , in. M. Baker (ed), The Marketing 6th Edition London: Heinemann, 327-352
Specialist journal articles
- Douglas West, D. and Prendergast, G. P. (2009) Advertising and promotions budgeting and the role of risk, European Journal of Marketing, 43, 11, 1457-1476
- Mulhern, F. (2009), "Integrated marketing communications: From media channels to digital connectivity," Journal of Marketing Communications, 15 (2), 85-101.
- Nunes, P.F. and J. Merrihue (2007), "The Continuing Power of Mass Advertising," Sloan Management Review, 48 (2), 63-69.
- Keller, Kevin Lane (2009), "Building strong brands in a modern marketing communications environment," Journal of Marketing Communications, 15, 2, 139-55.
- Kliatchko, J. (2008) Revisiting the IMC construct: a revised definition and four pillars, International Journal of Advertising, 27:1, 2008
- Peter J. Danaher, P.J. and Rossiter, J. R. (2011) Comparing perceptions of marketing communication channels, European Journal of Marketing, 45, 1, 6- 42

- Sparks, L. 'Retailing', in M. Baker (ed), The Marketing 6th Edition London: Heinemann, 602-629
Specialist journal articles
- Ellis, N. and Higgins, M. (2006) Recatechizing codes of practice in supply chain relationships: Discourse, identity and otherness', Journal of Strategic Marketing, 14, 327-350.
- Moore, C. M., G. Birtwistle, and Burt. S. (2004), "Channel power, conflict and conflict resolution in international fashion retailing.," European Journal of Marketing, 38 (7), 749-69.
- Stadtler, H (2005), "Supply chain management and advanced planning--basics, overview and challenges," European Journal of Operational Research, 163 (3), 575-88.

- Cram, T. (2008) 'Brand Building', in. M. Baker (ed), The Marketing 6th Edition London: Heinemann, 281-295
Specialist journal articles
- Zielke, S. (2010) How price image dimensions influence shopping intentions for different store formats, European Journal of Marketing, 44, 6, 748-770
- Lowe, B. and Alpert, F. (2010) The Relative influence of pioneer and follower price on reference price and value perceptions, Journal of Product and Brand Management, 19, 7, 504-511.
- Anderson, Eric and Duncan Simester (2003), "Mind your pricing cues," Harvard Business Review, 81 (9), 96-103.

Marketing Research (Mike Roe)
- Wilson, A. (2008) "Marketing research", in M. Baker (ed), The Marketing Book, 140-156.
Specialist journal articles
- Cooke, Mike and Nick Buckley (2008), "Web 2.0, social networks and the future of market research," International Journal of Market Research, 50 (2), 267-92.
- Ruyter, Ko de and Norbert Scholl (1998), "Positioning qualitative market research: reflections from theory and practice," Qualitative Market Research: An International Journal, 1 (1), 7-14.
- Schwarz, Norbert (1999), "Self-reports: How the questions shape the answers," American Psychologist, 54 (2), 93-105.
- Thompson, Craig. J, William B Locander, and Howard R Pollio (1989), "Putting consumer experience back into consumer research: the philosophy and method of existential phenomenology," Journal of Consumer Research, 16 (2), 133-47.

Some useful marketing texts on specific topics

Listed below are some of the marketing texts available in the Main Library (some are in the Reading Room collection).

We have also listed the journals most relevant to this course: the most recent issues (held on the ground floor of the Main Library) should give you a good idea of current debates and concerns in marketing. New material is constantly being added to library collections, so it is worth scanning the library shelves regularly.

General/strategic marketing

- Brown, S. (2003) Free Gift Inside, Capstone.
- Doyle, P. and Stern, P. (2006) Marketing Management and Strategy, 4th ed., Harlow: |Prentice-Hall.
- Enis, B.M., Cox, K., and Mokwa, M (eds) (1995) Marketing Classics - A Selection of Influential Articles, 8th edition, New Jersey: Prentice-Hall.
- Hartley, R.F. (2004) Marketing mistakes and successes 9th ed, Hoboken, N.J. : Wiley
- Håkansson, H. (2004) Rethinking Marketing : Developing a New Understanding of Markets /Chichester : Wiley.
- Kotler, Philip, Linden Brown, Stewart Adam, Suzan Burton, Ken Deans, and Gary Armstrong (2009), Marketing (8th ed.). Sydney: Pearson-Prentice Hall.
- Kurdi, J. (ed.) (2011) The Marketing Century, Wiley.
- McDonald, Malcolm (2007), Marketing Plans, how to prepare them, how to use them (6th ed.). Oxford: Butterworth Heinemann.
- Peattie, K. (1995) Environmental Marketing Management, London: Pitman Publishing.
- Rust, Roland T and Richard T Oliver (2000), "Should We Delight the Customer?," Journal of the Academy of Marketing Science 28 (1), 86-94.
- Westbrook, Robert A. (1987), "Product/Consumption-Based Affective Responses and Postpurchase Processes," Journal of Marketing Research, 24 (3), 258-70.
- West, Douglas, John Ford, and Essam Ibrahim (2010), Strategic Marketing: Creating Competitive Advantage (2nd ed.). Oxford: Oxford University Press.

Industrial/Business-to-Business Marketing

- Brennan, R., Canning, L. and McDowell, R. (2007) Business-to-Business Marketing, London, Sage.
- Hutt, M. D. and Speh T. W. (2001) Business Marketing Management : a Strategic View of Industrial and Organizational Markets, 7th ed. Mason, Ohio: South-Western

International Marketing

- Czinkota, M.R. and Ronkainen, I.A. (eds) (1995) Readings in Global Marketing, The Dryden Press. Ghauri, P and Cateora, P. (2006)
- International Marketing, 2nd ed., London: McGraw-Hill. Muhlbacher, H., Leihs, H. and Dahringer, L. (2006) International Marketing: A Global Perspective. London: Thomson.
- McAuley, A (2001) International marketing: consuming globally, thinking locally, Chichseter: Wiley.
- Schlegelmilch, B. (1998) Marketing Ethics: an International Perspective, London: International Thomson Business Press

Consumer Behaviour

- Bettman, J.R., E.J. Johnson, and J.W. Payne (1991), "Consumer Decision Making," in Handbook of Consumer Behavior, T.S. Robertson and H.H Kassarjian, Eds.: Prentice Hall.
- Desmond, J. (2003) Consuming Behaviour, Palgrave Macmillan.
- Evans, M., Jamal, A, and Foxall, G. (2006) Consumer Behaviour, London: Wesley.
- Foxall, G. (2005) Understanding Consumer Choice, Palgrave Macmillan.

Product and Branding

- De Chernatony, L. (2001) From Brand Vision to Brand Evaluation, London, Butterworth Heineman
- Haig, M. (2004) Brand Royalty : How the World's Top 100 Brands Thrive and Survive, London : Kogan Page
- Klein, N. (1999) No Logo, London: Harper Collins

Marketing Communications

- Broadbent, T. (ed) (2000) Advertising Works 11. Henley-on-Thames: NTC.
- Smith, P.R. with Taylor, J. (2002) Marketing Communications: An Integrated Approach, 3rd edition, London: Kogan Page.

Services Marketing

- Evans, M., O'Malley, L., Patterson, M. (2004) Exploring Direct and Customer Relation Marketing, 2nd. Ed. London: International Thomson Business Press
- Lovelock, C., (1996) Services Marketing, New York: Prentice-Hall.
Retailing, Distribution, e-marketing
- Hanson, W. (2000) Principles of Internet Marketing. South Western Publishing
- McGoldrick, P (2002) Retail Marketing. Prentice Hall


- Diamantopoulos, A. & Matthews, B.P. (1995) Making Pricing Decisions: A Study of Managerial Practice, Chapman and Hall
- Nagle, T.T and Hogan, J. (2006)The Strategy and Tactics of Pricing, Pearson International Edition.

Marketing Research

- Easterby-Smith, M., Thorpe, R. and Lowe, A., (1991) Management Research - An Introduction, London: Sage.
- Gordon, W. (1999) Goodthinking: A Guide to Qualitative Research, Henley-on-Thames: Admap
- Malhotra, N.K. (2006) Marketing research : an applied approach 2nd European ed. Harlow, Essex : Financial Times/Prentice Hall
- Roe, M. (2004) Market Research in Action London: Thomson.

Key journals (in Main Library)
- Admap
- European Journal of Marketing
- European Retail Digest
- Harvard Business Review
- International Journal of Advertising
- International Journal of Research in Marketing
- International Marketing Review
- International Review of Retail Distribution and Consumer Research
- Journal of Advertising Research
- Journal of Brand Management
- Journal of Business Logistics
- Journal of Consumer Research
- Journal of Industrial Marketing Management
- Journal of Marketing
- Journal of Marketing Channels
- Journal of Marketing Communications
- Journal of Marketing Management
- Journal of Marketing Research
- Journal of Strategic Marketing
- Marketing
Additional Information
Graduate Attributes and Skills Not entered
KeywordsMBA Marketing
Course organiserDr David Marshall
Tel: (0131 6)50 3822
Course secretaryMiss Kate Ainsworth
Tel: (0131 6)51 3854
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