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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Marketing (BUST08004)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 8 (Year 2 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryMarketing 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.
Course description 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 digital marketing which have challenged traditional theories and practice of marketing.


Introduction: nature and scope of marketing
Consumer Behaviour 1
Consumer Behaviour 2
Marketing planning - Group Project Briefing
Marketing Analysis and Strategy 1
Marketing Analysis and Strategy 2
Product 1
Product 2
Promotion 1
Promotion 2
Price 1
Price 2
Place 1
Place 2
Segmentation, targeting and positioning
Digital Marketing
Sustainability in Marketing
Services marketing
Marketing and Society
Course review and Exam Tips

Student Learning Experience

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.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Foundations of Business (BUST08025) OR Introduction to Business (BUST08026) OR Industrial Management 1 (BUST08002) AND Techniques of Management (MAEE08002)
Prohibited Combinations Other requirements None
Information for Visiting Students
Pre-requisitesVisiting 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.
High Demand Course? Yes
Course Delivery Information
Academic year 2015/16, Available to all students (SV1) Quota:  None
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Seminar/Tutorial Hours 8, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 166 )
Assessment (Further Info) Written Exam 70 %, Coursework 30 %, Practical Exam 0 %
Additional Information (Assessment) Performance in the course will be assessed by means of:

Degree examination 70%
Group project (a 3500 words report) 30% (25% for the group project and 5% peer evaluation)

The degree examination will take place during the April/May diet, while the resit examination will take place in the resit diet. Date and timings will be released by the registry in due course.
Feedback Generic feedback on your coursework, together with individual marks, will be available on Learn. You can also look at your individual feedback in the UG Office (Room 1.11, Business School, 29 Buccleuch Place) and take away a copy of the feedback form, but you will not be able to take away the original piece of coursework, as it may be required by the Board of Examiners.

Your examination marks will be posted on Learn (together with generic feedback and examination statistics) as soon as possible after the Boards of Examiners' meeting (normally early-mid June). During the summer months (i.e. mid/end June - end August), you may come into the UG Office (Room 1.11, Business School, 29 Buccleuch Place) to look at your examination scripts. Note that you will not be able to remove any examination scripts from the UG Office as they may be required by the Board of Examiners.

Non-Honours students are permitted to take examination scripts away with them from the UG Office.

Continuing students will also be given the opportunity to review their examination scripts early in the new academic year in Semester 1 (i.e. in October).
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S2 (April/May)1:30
Resit Exam Diet (August)1:30
Learning Outcomes
On completion of this course, the student will be able to:
  1. Define key marketing terms and concepts (e.g. marketing environment, consumer behaviour, and services marketing).
  2. Discuss concerns about the role of marketing in society and the response of marketers to such concerns.
  3. Explain how elements of the marketing environment may influence consumer demand and marketing activities.
  4. Describe decision-making processes and criteria related to the selection of marketing strategies and target markets.
  5. Explain the relationship between market segmentation, target markets, company/brand positioning and the marketing mix, and explain the role of each element of the marketing mix in influencing consumer behaviour and achieving organisational goals.
Reading List
Main Textbook (Essential Readings) : Kotler P and Armstrong G "Principles of Marketing" 15th Global Edition 2013

In addition to this, students may also consult with any number of Marketing textbooks that are available under shelfmark: HF5415.

Relevant Journals
Journal of Consumer Marketing International Journal of Advertising
Journal of Advertising Research International Review of Retail, Distribution
Journal of Marketing Consumption, Markets and Culture
Journal of the Market Research Society European Journal of Marketing
Journal of Marketing Management Harvard Business Review
Journal of Consumer Research Journal of Business Research
Journal of Macro Marketing Journal of Services Marketing
Journal of Strategic Marketing Journal of Brand Management
Journal of Retailing California Management Review
Journal of Public Policy and Marketing Journal of Marketing Channels

Current journal issues can be viewed in the Main Library, many of them are available online (under e-journals). Three key Business Studies databases are the Emerald Library, Business Source Premier and These can be accessed via the Library Home Page, using the "Quick Access" drop down menu, and clicking on "Databases A-Z".

Internet Resources

The Internet is a valuable source of marketing information. You are encouraged to browse for breaking marketing news in the national and trade press (for example,,
Additional Information
Graduate Attributes and Skills Cognitive Skills
On completion of this course you will 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.

Subject-Specific Skills
On completion of this course, you will 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 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.

Additional Class Delivery Information 2 lectures per week
1 tutorial per week for 8 weeks
KeywordsNot entered
Course organiserMr Ben Marder
Course secretaryMiss Anastasia Fliatoura
Tel: (0131 6)50 3826
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