Postgraduate Course: Marketing Management (CMSE11132)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The purpose of this course is 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. The course is also designed to act as a broad-based introduction to marketing in preparation for specialist marketing options offered later in the programme. It assumes no prior studies or training in marketing. |
| Course description |
On completion of the course students should be able to:
a) Apply key analytical frameworks and tools to the analysis of marketing problems, situations or cases introduced in the course
b) Critically evaluate concepts, frameworks and tools introduced in the course
c) Identify and explain problems in pursuing certain courses of action in response to marketing problems, situations or cases introduced in the course
d) Critically reflect on ethical and environmental problems raised by marketing activities
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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.
Open to all MSc Management students. 10 places available to MSc IBEM students (preference will be given to those who have not already undertaken a marketing-related module at university/college level, nor worked in a marketing post for over a year). |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
|
| Academic year 2015/16, Available to all students (SV1)
|
Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 20,
Seminar/Tutorial Hours 10,
Summative Assessment Hours 1,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
116 )
|
| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
|
| Additional Information (Assessment) |
Assignment (30%)
Exam (70%) |
| Feedback |
All students will be given at least one formative feedback or feedforward event for every course they undertake, provided during the semester in which the course is taken and in time to be useful in the completion of summative work on the course. Such feedback may be at course or programme level, but must include input of relevance to each course in the latter case.
Feedback deadlines
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner.
The course includes two 1hour seminars dedicated to giving advice and guidance relating to the assignment, and providing an opportunity for students to ask questions and raise problems.
Lectures are designed to be interactive, particularly the case analysis and discussion sessions, allowing students the opportunity to check their understanding. Students may also ask questions at any time during lectures and coursework seminars to assess their knowledge.
The final lecture in the course is a review session dedicated to reflecting on the course and offering guidance and technique in preparing for the exam.
Course lecturer available to offer guidance and feedback on progress by email |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
|
| Main Exam Diet S1 (December) | Marketing Management | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Define, explain and critically discuss key terms and concepts in marketing
- Describe and critically evaluate key analytical frameworks and tools in marketing
- Explain and critically discuss the relationship between the marketing concept, the marketing planning process, segmentation, targeting and positioning activities, and the marketing mix
- Explain and critically discuss the role of each element of the marketing mix in influencing consumer behaviour and achieving marketing objectives
- Identify and critically evaluate ethical and environmental issues linked to marketing activities
|
Reading List
Fahy, J. and Jobber, D. (2012). Foundations of Marketing, 4th Edn. McGraw-Hill, Maidenhead.
Jobber, D. and Ellis-Chadwick, F. (2013). Principles and Practice of Marketing, 7th Edn. McGraw-Hill, Maidenhead.
Doyle, P. and Stern, P. (2006). Marketing Management and Strategy, 4th Edn. Pearson Education Ltd, Harlow. |
Additional Information
| Graduate Attributes and Skills |
Subject Specific Skills:
On completion of the course students should be able to:
a) Use information on a firm¿s external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes
b) Locate appropriate academic and practitioner resources on marketing topics, from electronic and other sources
c) Present marketing data and analysis in written format according to accepted disciplinary conventions
d) Identify and evaluate the ethical and environmental implications of alternative courses of marketing action
Key Skills:
Completing this course should assist students in:
a) Communicating and exchanging ideas, in both large and small group settings
b) Employing analytical and problem-solving skills
c) Planning, organising and prioritising work effectively to meet course requirements
d) Making effective use of library and other sources of marketing information
e) Negotiating their own and others¿ contribution to an assessed project, in terms of the material to be covered, the approach to be adopted, and the form of the final written document
f) Reflecting on their own values with respect to ethical and environmental practices
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| Keywords | MGMT-MM |
Contacts
| Course organiser | Dr Angela Tregear
Tel:
Email: Angela.Tregear@ed.ac.uk |
Course secretary | Mr Peter Newcombe
Tel: (0131 6)51 3013
Email: Peter.Newcombe@ed.ac.uk |
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