Postgraduate Course: Marketing Applications (CMSE11114)
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 aim of this course is to introduce students to the latest developments in theory and practice for a selection of marketing topics through exposure to current research by academics and seminars led by practitioners. Students will develop skills of independent thinking and critical through an examination of articles from leading marketing journals and current working papers and seminars lead by invited marketing practitioners and academics. The course provides students with an insight into the present problems or trends emerging from commerce through seminars with marketing practitioners; and also in up-to-date and forthcoming research undertaken by international marketing academics. |
| Course description |
Marketing Applications builds upon marketing theories and concepts introduced in the core courses for MSc Marketing and MSc Marketing & Business Analysis and provides students with the knowledge and skills required for a more advanced and applied study of marketing. Marketing Applications is a unique course in that it will introduce students to the latest developments in theory and practice through a range of invited speakers from academic and companies/organisations.
Student Learning Experience
Students will:
- engage with the academic and practitioner speakers and consider the emerging trends in marketing thinking and practice;
- participate in discussion both inside and outside of the classroom;
- engage with the materials presented in the course and participate in question and answer sessions in each seminar;
- engage in assessed group work on a current marketing problem;
- assimilate knowledge through independent reading and research;
- learn to access material relevant to the course;
- undertake critical reflection on their own learning.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | Students MUST also take:
Principles of Marketing Management (CMSE11110)
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| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2015/16, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Course performance will be assessed by means of a continuous assessment group project and by an individual written assignment. Overall assessment will be based upon:Group project 40% Individual written assignment 60% TOTAL 100%
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| 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 on the group project reports will be provided in Week 12. This is longer than the 15 working days normally used as a target for disseminating feedback to students. This is scheduled deliberately after the pitch presentations. It is more appropriate to release the feedback after the pitch presentations as they relate directly to the group projects.
Feedback on the individual essays will be provided sometime in June, after the exam boards have been convened. This is longer than the 15 working days normally used as a target for disseminating feedback to students. As this course is based on two continuous assessments, marks have to be approved at the exam boards and ratified by internal and external examiners before they are released to students.
The feedback will take form of an ongoing feedback during seminars, feedback forms for the group project report, group presentations and individual essays.
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| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Critically evaluate the key theories and models underpinning current thinking in the topic areas covered in the course.
- Critically discuss the emerging developments in the academic marketing discipline.
- Understand and discuss critically the marketing issues facing practitioners and the problems faced by the seminars presented in the course.
- Apply theory and analytical frameworks to real life marketing problems and cases.
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Reading List
| Appropriate readings will be announced in advance of each lecture. |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
Students will develop analytical skills such as:
* The ability to critically evaluate alternative theories relevant to marketing problems;
* The ability to apply theory and analytical frameworks to real life marketing problems and cases;
* The ability to select and evaluate alternative courses of action for marketing practitioners' problems;
* The ability to consider the emerging trends in academic marketing research and consider the implications of this for practitioners.
Subject Specific Skills
Students will gain:
* The ability to question or challenge accepted ideas or assumptions within the marketing discipline;
* The ability to prepare well-structured and logically argued reviews of the literature on selected marketing topics;
* The ability to engage with marketing practitioners and leading academics in the discussion of current marketing problems and developments in academic research;
* The ability to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of emerging marketing issues and trends;
* The ability to analyse and utilise problem solving skills in real marketing problems.
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| Keywords | Mark-MApps |
Contacts
| Course organiser | Miss Mary Ho
Tel: (0131 6)50 8347
Email: mary.ho@ed.ac.uk |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: Ashley.Harper@ed.ac.uk |
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