Postgraduate Course: Strategic Marketing (MBA) (CMSE11245)
||College||College of Humanities and Social Science
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Not available to visiting students
|Summary||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 Buyer Behaviour
Segmentation, Targeting and Positioning
Marketing Strategy and Planning#
Branding Products and Services
Innovation and NPD
Pricing and Distribution
Student Learning Experience
This course offers a mixture of lectures, case studies, vignettes, video presentations, and in class discussion. 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 Marketing Innovation Challenge and this applied group project ensures complementary learning through practical research and experience.
Entry Requirements (not applicable to Visiting Students)
||Other requirements|| For Business School PG students only, or by special permission of the School. Please contact the course secretary.
Course Delivery Information
|Academic year 2018/19, Not available to visiting students (SS1)
|Learning and Teaching activities (Further Info)
Lecture Hours 24,
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 Analysis 30%
Group Report and Presentation: Students 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).
||A short formative assessment will focus on an outline proposal for the Marketing Innovation Challenge, issued in Session 1 with feedback in Session 4. 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 related activities that impinge on your daily life as 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
- Discuss critically how marketing practice is influenced by contemporary challenges in the operating environment.
- Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
West, D, Ford J and E Ibrahim (2010) Strategic Marketing: Creating Competitive Advantage, 2nd Edition, Oxford.
Background Reading: Texts
Moore, G A (2014) Crossing the Chasm, 3rd Edition, Harper Business.
Ryan, D (2012) Digital Marketing, Kogan Page.
Champniss, G and F Rodes Vila (2011) Brand valued: how socially valued brands hold the key to a sustainable future and business success, John Wiley and Sons
Kotler, P, Kartajaya, H and I Setiawan (2010) Marketing 3.0, John Wiley and Sons.
Hooley, G, Piercy, N and B Nicoulaud (2011) Marketing Strategy and Competitive Positioning, 5th Edition, Prentice Hall.
Library journal papers and other material will be recommended during the course.
|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 problems.
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.
|Keywords||Marketing Strategy Innovation
|Course organiser||Dr David Marshall
Tel: (0131 6)50 3822
|Course secretary||Mrs Angela Muir
Tel: (0131 6)51 3854