Postgraduate Course: Marketing Applications (CMSE11114)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|Summary||This course introduces students to the latest developments in marketing theory and practice through seminars delivered by marketing practitioners and academics. Throughout the semester, students will be exposed to different companies/sectors/industries/international contexts, providing a deeper and more nuanced understanding of marketing and the emerging trends in 2019.
Aims, Nature, Context
Marketing Applications builds upon theories and concepts introduced in the core courses for the MSc Marketing and MSc Marketing & Business Analysis programmes, providing a more advanced study of marketing theory and practice. The course seeks to stimulate interest in emergent trends in marketing and engenders students with the knowledge and skills required for a more critical and applied study of marketing.
A different marketing topic will be explored each week.
Student Learning Experience
The course consists of a three-hour seminar each week, which will involve a presentation by the speaker, followed by a question and answer session. Independent reading and learning is an essential component in the course and students are expected to read around the topic each week so they are adequately prepared to engage in discussions. Students will also engage in various independent study tasks, in addition to the more formal assessed components of the course.
Entry Requirements (not applicable to Visiting Students)
||Co-requisites|| Students MUST also take:
Principles of Marketing Management (CMSE11110)
||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 35,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
|Additional Information (Learning and Teaching)
Prep for group project and individual assessment: 82 hours; Reading and task preparation: 30 hours.
|Assessment (Further Info)
|Additional Information (Assessment)
||Group Project: this will account for 40% of the final grade and takes the form of a marketing plan to be written in report format. Students will also be required to make a short concept video. A selection of the groups will be invited to present or pitch at the end of the course to a panel of industry experts.
Individual Essay: this will account for 60% of the final grade and takes the form of a specialised essay. Students will be required to explore an emerging trend or topic within the discipline of marketing theory and practice. This will require an extensive search of the relevant academic and practitioner-based literature and students should make reference to both academic and industrial/practitioner sources in the essay.
||Feedback on student performance will be ongoing during seminars, and provided for each of the independent study tasks that students complete.
Feedback for the group project and individual essays will be provided through written comments. Students will also have the opportunity to discuss the projects and essays in meetings with the course organiser.
|No Exam Information
On completion of this course, the student will be able to:
- Critically discuss emerging developments in marketing theory and practice.
- Apply theory and analytical frameworks to real life marketing problems and cases.
- Discuss and critically evaluate marketing activities of organisations in various sectors.
|Appropriate readings will be announced in advance of each lecture/seminar. Please note that there is no textbook for this course; readings will be taken from academic journals, case studies, company reports and websites, as well as marketing-related magazines and blogs.|
|Graduate Attributes and 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.
|Course organiser||Dr Stephen Dunne
Tel: (0131 6)50 8340
|Course secretary||Ms Emily Davis
Tel: (0131 6)51 7112