Postgraduate Course: Strategic Marketing (EMBA) (CMSE11223)
|College of Humanities and Social Science
|Credit level (Normal year taken)
|SCQF Level 11 (Postgraduate)
|Not available to visiting students
|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.
The introductory course assumes no prior knowledge of marketing. It adopts a strategic focus and considers the nature and scope of marketing in society, the need for a customer orientation and role of segmentation, targeting and positioning, the management of the marketing mix (comprising products, prices, promotion, distribution, physical evidence, process and people). This strategic focus is developed through extended case studies that are used as the basis of class discussion to critically examine marketing concepts and applications across a number of different sectors and organisations
Introduction to Marketing
Understanding Customer Behaviour
Marketing Environment and Strategy
Segmentation, Targeting and Positioning
Branding Products and Services
Innovation and NPD
Pricing and Distribution
Student Learning Experience
This course offer a mixture of lectures, case studies, vignettes, video presentations, in class discussion and webinars. Key marketing concepts are presented in lectures, examples illustrate how these have been applied in practice, and these ideas are further critiqued (as far as time allows) through class discussion drawing in directed reading, analysis and own managerial experience. Recommended readings support independent learning and allow for further critique and exploration of relevant theories and concepts. Workshops are organised around the Strategic Marketing Challenge and this applied group project ensures complementary learning through practical research and experience.
Entry Requirements (not applicable to Visiting Students)
Course Delivery Information
|Academic year 2018/19, Not available to visiting students (SS1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Summative Assessment Hours 30,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
|Group Report 50%
Group Presentation 20%
Individual Case Study 30%
Group Report and Presentation: The student will be part of a group that will be linked-up with a local organisation that is developing and marketing an innovative product or service. The group will undertake an analysis of the organisation's value proposition, market and marketing strategy, and recommend creative and imaginative enhancements. The group will present its findings to the client and submit a succinct report of around 3500 words (excluding appendices).
|Informal feedback will be provided in class through discussion of concepts and ideas, analysis and discussion of several cases.
A short formative assessment will focus on an outline consultancy proposal.
Summative marks will be returned on a published timetable, which will be made clear to students at the start of the academic year
Students will be provided with electronic written feedback for all coursework.
|No Exam Information
On completion of this course, the student will be able to:
- Understand and critically discuss the marketing activities that impinge on our daily lives as business managers and citizens.
- Critically evaluate key marketing theory, concepts, research and current practice.
- Describe strategic frameworks related to the selection of marketing objectives, target markets and marketing mixes
- 4. Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
- Apply theoretical frameworks to real-world marketing innovation challenges: identifying their key features and implications, setting appropriate marketing objectives and evaluating alternative marketing strategies.
Baines, P, Fill, C., Rosengren, S. and Antonetti, P (2017) Fundamentals of Marketing, OUP, Oxford
Digital/eMarketing: Stokes, R. (2013) eMarketing: the essential guide to marketing in a digital world. 5th Edition.
Branding: Champniss, G. and Rodes Vila, F. (2011) Brand valued: how socially valued brands hold the key to a sustainable future and business success, John Wiley and Sons.
Critical Marketing: Ellis, N. et. al. (2012) Marketing: A critical textbook, Sage.
Articles from journals in the library collection will be recommended as the course progresses. All journals are available electronically
|Graduate Attributes and Skills
|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.
Reflect on the relevance of marketing as a manager, business leader and as a consumer
Develop confidence and skills in business engagement and team-based consulting.
Demonstrate skills of critical and reflective thinking.
Identify, locate and evaluate source material (academic and practitioner) to support arguments.
|Marketing Strategy Innovation
|Dr David Marshall
Tel: (0131 6)50 3822
|Mrs Angela Muir
Tel: (0131 6)51 3854