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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Critical Thinking in Marketing (BUST10116)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryMarketing is an evolving phenomenon, in both academic and practitioner terms. The purpose of this course is to introduce students to the classic work and latest developments in theory and research for a selection of marketing related topics, and in so doing, show the developments in understanding to an advanced level. As the essential reading for the course is based on articles from leading marketing journals which students read and critique in their own time, following guidance given in lectures, the course also aims to develop skills of independent thinking and critical reflection. In-class discussion questions and exercises supplement the reading to stimulate critical thinking and illustrate application of theories to practice and own experience.
Course description Six topics are covered in the course: Development of the Marketing Concept; Market Orientation and the Firm; Marketing of Places; Marketing of Art and Culture; Ethical Dimensions of Marketing, and New Relations in Marketing. For each topic a set of background readings is recommended to help understanding of the main concepts and debates in the topic. Students are then directed to read deeply a selection of journal articles which contrast with each other in terms of approach and/or argument and/or managerial recommendations. Each topic is anchored around a key question, a fundamental question or concern facing theorists and practitioners involved in the topic - which provides a focus for learning about the topic and a starting point for critical thinking about the essential reading material. Each lecture session provides an introduction to a topic and an overview of the set journal articles, together with more in-depth treatment of 2-3 articles featured from the list. The sessions are designed to be interactive, with in-class discussion questions and opportunities for debate, therefore students are expected to familiarise themselves with the featured articles before each session. Assessment involves students undertaking critical reviews of the literature i.e. the set journal articles on the topics covered in the course.

Introduction to the Course
Critical Reading and Thinking
Development of the Marketing Concept
Market Orientation and the Firm
Assignment Preparation Tutorial
Marketing of Places
Marketing of Art and Culture
Ethical Dimensions of Marketing
New Relations in Marketing

Overall, the course aims to provide students not only with in-depth, subject-specific knowledge of the topics covered, but also with enhanced abilities to assimilate the key points of complex pieces of writing, and to question, challenge and critique them in a mature and reasoned way. The way in which the course is designed and delivered can improve general learning and study skills, helpful in terms of preparing for dissertations, essay based courses and work-related learning.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours Entry.
Information for Visiting Students
Pre-requisitesVisiting students should have at least 3 Business Studies courses (including at least one Marketing course)at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Academic year 2018/19, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 196 )
Assessment (Further Info) Written Exam 70 %, Coursework 30 %, Practical Exam 0 %
Additional Information (Assessment) One assignment, literature review (3,100 words) 30%
Degree exam 70%

The exam paper will list FOUR topics from the course (Market Orientation and the Firm- the topic on which the coursework is based - is excluded), with the instruction for students to choose two topics and undertake a literature review on each one, with reference to three articles in each case. The length of the exam is two hours. Examination literature reviews will be marked according to the same criteria as given for the assignment. Students are permitted to bring one A4 page of their own notes (both sides of A4 can be written on with no restrictions on font size).
Feedback Individual marks and feedback on the assignment will be given during the final Review session of the course. From that date, individual marks (anonymous by examination number) and generic feedback will also be available on Learn.

Your examination marks will be posted on Learn (together with generic feedback and examination statistics) as soon as possible after the Board of Examiners' meeting (normally end of January/beginning of February). You will have the opportunity to look at your examination scripts in early February in the UG Office (Room 1.11, Business School, 29 Buccleuch Place). 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.
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S1 (December)2:00
Learning Outcomes
On completion of this course, the student will be able to:
  1. Describe, explain and critically discuss the key theories and models underpinning current thinking in the topic areas covered in the course.
  2. Describe, explain and critically discuss the contrasting approaches taken by leading theorists and writers in relation to the topic areas covered in the course.
  3. Critically evaluate the limits of knowledge in marketing.
Reading List
The essential reading for this course is based on selected articles from leading marketing journals. These will be listed topic by topic in the course booklet. Students are expected to browse all the articles listed under each topic, and then select three to read and review in depth.

In addition to the above, each topic of the course has a selection of articles designated as background reading. These articles are typically either reviews of the literature in relation to the topic, or else seminal pieces setting out key arguments or thinking. Students are recommended to browse through these in advance of tackling the essential reading, in order to familiarise themselves with the main themes/issues in the topic.

Additional Information
Graduate Attributes and Skills Cognitive Skills
On completion of the course students should be able to:
a) identify and summarise the salient points from a complex or lengthy piece of writing
b) critically evaluate alternative theories and methodologies relevant to marketing problems
c) identify the strengths and weaknesses of different arguments and recommendations put forward by authors in marketing
d) question or challenge accepted ideas or assumptions within the marketing discipline

Key Skills
On completion of the course students should be able to:
a) locate and retrieve articles from marketing journals using electronic databases and sources
b) prepare well-structured and logically argued reviews of the literature on selected marketing topics, based on balanced, critical reading of relevant articles
c) acknowledge, reference and cite sources correctly and appropriately
d) apply theory and analytical frameworks to real world marketing problems and cases

Subject Specific Skills
On completion of the course students should be able to:
a) locate and use databases and other electronic sources of information on marketing theory
b) communicate, succinctly, the key points of complex theories or frameworks in marketing in ways expected by a professional or managerial audience
Course organiserDr Angela Tregear
Course secretaryMrs Judi Robertson
Tel: (0131 6)50 3900
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