Postgraduate Course: Principles of Marketing Management (CMSE11110)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|Summary||The course aims to provide students with an introduction/revision to marketing both as an academic discipline and as a managerial activity.
Academically, the objective of the course is to provide a consistent 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 with practical case studies. 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. Students will consider many aspects of marketing in an organisation including marketing strategy formulation and implementation issues through the concept of the integrated marketing mix: the product/service offering and customer service, communications, pricing and channels.
Introduction to Marketing: Creating, Delivering and Capturing Superior Customer value.
Consumer Behaviour: Marketing segmentation, targeting and positioning.
Products, services and branding
Pricing: Value and strategies
Marketing Communications, including direct and digital marketing
Marketing channels: retailing, wholesaling and online
Strategic planning and marketing in a global context
Briefing on group assignment which involves marketing planning from a real client briefing
Student Learning Experience
The lectures will explore a range of key marketing concepts, real life examples and case studies. During lectures students will be asked to be active, completing exercises and discussing issues with fellow students. Students will discuss course issues during breakout activities and in the group assignment, solve problems relating to marketing ethics, develop a marketing plan and show understanding of the marketing mix.
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.
Information for Visiting Students
|High Demand Course?
Course Delivery Information
|Academic year 2019/20, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 15,
Seminar/Tutorial Hours 10,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
|Additional Information (Learning and Teaching)
Reading in advance of and after contact hours 21; Reading and preparation 103.
|Assessment (Further Info)
||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 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. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year.
Feedback will comprise verbal answers to student questions asked in lectures and feedback on group project and presentation planning, verbal feedback on presentations, written and verbal feedback on group marketing plan posted via Learn, generic exam feedback and individual and group feedback as required.
||Hours & Minutes
|Main Exam Diet S1 (December)||Principles of Marketing Management||2:00|
On completion of this course, the student will be able to:
- Understand and critically discuss the key terms and concepts in marketing;
- Critically evaluate the relationship between the marketing concept, the marketing planning process, segmentation, targeting and positioning activities and each element in the marketing mix;
- Critically evaluate the tools and frameworks used in environmental and competitor analysis; and in the internal analysis of an organisation;
- Critically evaluate the marketing functions and the role that marketing plays in achieving organisational success and the many challenges marketing decision-makers have in a variety of modern organisations.
- Critically evaluate the ethical and environmental issues linked to marketing activities.
|Core reading expected prior to, and during the course:|
Baines, P, Fill, C., and Rosengren, S. (2017) Marketing, Fourth Edition, Oxford University Press. ISBN 978-0-19-874853-3.
|Graduate Attributes and Skills
Students will develop analytical skills such as:
- the ability to critically evaluate concepts, frameworks and tools;
- the ability to apply key analytical frameworks and tools to the analysis of marketing problems, situations or cases;
- the ability to identify and explain problems in pursuing certain courses of action in response to marketing problems or situations.
By the end of the course students will be expected to:
- be able to competently communicate and exchange ideas in both large and small group settings;
- be able to employ analytical and problem solving skills;
- be able to plan, organise and prioritise work effectively;
- to have practiced and developed presentation skills
Subject specific /career skills
Students will gain:
- the ability to utilise information on a firm's external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes;
- the ability to identify and evaluate the ethical and environmental implications of alternative courses of marketing action;
- the ability to locate appropriate academic and practitioner resources on marketing topics;
- the ability to think strategically and develop a marketing plan based on a real Client Brief
|Course organiser||Dr Pauline Ferguson
|Course secretary||Ms Emily Davis
Tel: (0131 6)51 7112