Postgraduate Course: Marketing Management (CMSE11132)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|Summary||This is an introductory course in marketing management designed for MSc students with little or no background in the discipline. It introduces the main concepts and processes in marketing management and gives students the opportunity to discuss and apply these through in-class discussion exercises and case analyses. It brings to light the challenges of marketing in different product categories and sectors, and also reflects on social and ethical dimensions of marketing.
The course objectives are to provide students with an introduction to marketing both as an academic discipline and as a managerial activity. Academically, the objective of the course is to provide 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. 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. The course is also designed to act as a broad-based introduction to marketing in preparation for specialist marketing options offered later in the programme. It assumes no prior studies or training in marketing.
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.
Open to all MSc Management students. 10 places available to MSc IBEM students (preference will be given to those who have not already undertaken a marketing-related module at university/college level, nor worked in a marketing post for over a year).
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 20,
Seminar/Tutorial Hours 2,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
|Additional Information (Learning and Teaching)
50hrs advance of lectures, 40hrs groupwork, 15hrs group report, 18hrs exam revision
|Assessment (Further Info)
|Additional Information (Assessment)
||Coursework Assignment (40%) (assess learning outcomes 2, 3, 4)
Exam (60%) (assess learning outcome 1)
||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.
Lectures are designed to be interactive, allowing students the opportunity to check their understanding. Students may also ask questions within lectures and coursework seminars to assess their knowledge.
The course includes two coursework seminars dedicated to giving advice and guidance relating to the assignment, and providing an opportunity for students to ask questions and raise problems.
The final lecture in the course is a review session dedicated to reflecting on the course and offering guidance and technique in preparing for the exam.
The course lecturer is available to offer guidance and feedback on progress by email throughout the semester.
||Hours & Minutes
|Main Exam Diet S1 (December)||Marketing Management||2:00|
On completion of this course, the student will be able to:
- Apply key analytical frameworks and tools to the analysis of marketing problems, situations or cases introduced in the course
- Critically evaluate concepts, frameworks and tools introduced in the course
- Identify and explain problems in pursuing certain courses of action in response to marketing problems, situations or cases introduced in the course
- Critically reflect on ethical and environmental problems raised by marketing activities
|Fahy, J. and Jobber, D. (2015). Foundations of Marketing, 5th Edn. McGraw-Hill, Maidenhead. |
Jobber, D. and Ellis-Chadwick, F. (2016). Principles and Practice of Marketing, 8th Edn. McGraw-Hill, Maidenhead.
|Graduate Attributes and Skills
||Subject Specific Skills:
On completion of the course students should be able to:
a) Use information on a firms external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes
b) Locate appropriate academic and practitioner resources on marketing topics, from electronic and other sources
c) Present marketing data and analysis in written format according to accepted disciplinary conventions
d) Identify and evaluate the ethical and environmental implications of alternative courses of marketing action
Completing this course should assist students in:
a) Communicating and exchanging ideas, in both large and small group settings
b) Employing analytical and problem-solving skills
c) Planning, organising and prioritising work effectively to meet course requirements
d) Making effective use of library and other sources of marketing information
e) Negotiating their own and others; contribution to an assessed project, in terms of the material to be covered, the approach to be adopted, and the form of the final written document
f) Reflecting on their own values with respect to ethical and environmental practices
|Course organiser||Dr Charlotte Gilmore
|Course secretary||Miss Fionna Ogilvie
Tel: (0131 6)51 3028