Postgraduate Course: Strategic Marketing (MBA) (CMSE11245)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | This course explores the role of marketing in a variety of contexts including FMCG, hi-tech products, services, mobile, online, B2B and not-for-profit. Adopting a strategic focus, the course will critically review current theory and practice and discuss how marketing strategies are evolving in the light of changes arising from increasingly sophisticated and demanding consumers, new technology and globalisation. Sessions will consider the nature and scope of marketing and its role in society; the importance of a customer orientation and co-creation of brands; the contribution of marketing research; approaches to STP; and the role of marketing activities such as product, price, promotion, distribution, physical evidence, process and people. There will be a particular focus on innovation, the role of marketing in creating value and competitive advantage, and the challenges of marketing innovative products and services. The course assessment will focus on an Innovation Challenge: engaging students in marketing strategy assessments for start-up/spin-out ventures or for pre-market IP ideas (sleeping patents). Projects will be organised with support from other University centres, including ECCI, ECCT and Informatics to take advantage of Edinburgh¿s connections in new technology, low carbon, service and life science innovation. |
| Course description |
Introduction to marketing strategy: overview of key marketing concepts and perspectives on the role of marketing in organisations and society. Consumer behaviour, including psychological, sociological and cultural influences on the consumer decision-making process and the adoption of innovations. Organisational buying behaviour and the implications for marketing strategy. Market segmentation, targeting and positioning. Building successful brands. Product and service innovation and the challenges of marketing in disruptive innovation contexts. Building marketing strategies through the integrated application of product, service, price, distribution, communications, physical evidence, process and people.
The approach to teaching and learning will include a series of lectures and case discussions, supported by contributions from business practitioners. Directed reading will provide students with deeper exploration of theory and practice. An applied group project will be completed to ensure complementary learning through practical research and experience.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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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
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| Academic year 2014/15, Not available to visiting students (SS1)
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Quota: None |
| Course Start |
Semester 1 |
| Course Start Date |
15/09/2014 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 20,
Summative Assessment Hours 30,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
48 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Group Report 40%
Individual Assignment 60% |
| Feedback |
Not entered |
| No Exam Information |
Learning Outcomes
Knowledge and Understanding:
¿ The marketing activities that impinge on our daily lives as business managers and citizens.
¿ Key marketing theory, concepts, research and current practice.
¿ Decision-making processes and frameworks for selecting marketing objectives, target markets and marketing mixes.
¿ How marketing practice is influenced by contemporary challenges in the operating environment.
¿ How innovation and marketing strategy can contribute to competitive advantage.
¿ The theory of innovation resistance, adoption and diffusion and the implications for marketing innovations.
¿ How marketing strategies differ in specific contexts ¿ mobile, online, FMCG etc.
Cognitive and Subject Specific Skills:
¿ Critically evaluate key marketing concepts, theory and practice.
¿ Communicate clearly to others an analysis of marketing situations or evaluation of theory.
¿ 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.
¿ Reflect on the relevance of marketing as a manager, business leader and, personally, as a consumer
Transferable Skills:
¿ Develop confidence and skills in business engagement
¿ Demonstrate skills of critical and reflective thinking
¿ Identify, locate and evaluate source material (academic and practitioner) to support arguments.
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: Malcolm.Kirkup@ed.ac.uk |
Course secretary | Miss Kate Ainsworth
Tel: (0131 6)51 3854
Email: Kate.Ainsworth@ed.ac.uk |
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