Undergraduate Course: Marketing (BUST08004)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 8 (Year 2 Undergraduate)
||Availability||Available to all students
|Summary||Marketing is both a managerial activity and a pervasive social phenomenon which we experience first-hand on a daily basis. Building on the introduction to marketing presented in the first-year courses, this course offers you the opportunity to develop your understanding of marketing theory and practice, and its managerial and societal implications.
Specifically, the course provides a critical review of key marketing concepts, theories and current practices, relating these to changes in the marketing environment. It addresses the nature and scope of marketing, consumer and business markets, and customer relationship management. Issues related to product, services, innovation, price, distribution and marketing communications are addressed, with emphasis placed on how the rise of digital marketing, globalisation and focus on society have challenged traditional theories and practice of marketing.
The course will cover topics such as:
- Introduction: Nature and Scope of Marketing
- Managing the Marketing Mix
- Consumer Markets
- Business Markets
- Customer Relationship Management
- Market Offerings: total product, services, innovation
- Pricing Strategies
- Marketing Channels and Retailing
- Marketing (and Digital) Communications
- International Marketing
- Sustainability / Societal Marketing
- Review and Revision
Student Learning Experience
Lectures present critical overviews of key concepts, processes and debates within marketing, relating theories to a wide range of current international examples. Lectures incorporate videos, marketing materials and examples to illustrate concepts, provide insights into practice, or stimulate thought and discussion about particular issues. The tutorials will allow students to delve further into the topics through applied cases and exercises.
Information for Visiting Students
|Pre-requisites||Visiting students must have at least 1 introductory level Business Studies course at grade B or above for entry to this course. We will only consider University/College level courses.
|High Demand Course?
Course Delivery Information
|Academic year 2020/21, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Seminar/Tutorial Hours 8,
Feedback/Feedforward Hours 2,
Formative Assessment Hours 2,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||The course assessment consists of two components.
Individual Assignment: this will account for 30% of the final grade
Degree Examination: this will account for 70% of the final grade and takes the form of a two-hour exam. Students will be required to do two out of six exam questions. It should be noted that all topics are potentially examinable. The examination will take place in the April / May exam diet.
||Feedback on student performance will be ongoing during lectures and tutorials.
Feedback for the individual assignment will be provided through verbal and written comments.
Feedback for the exam will be released as soon as possible after the Boards of Examiners' meeting (normally in June).
Generic feedback on all assessment components will also be provided after ratification at the Boards of Examiners' meetings.
||Hours & Minutes
|Main Exam Diet S2 (April/May)||1:30|
|Resit Exam Diet (August)||1:30|
On completion of this course, the student will be able to:
- Understand and critically discuss (in oral and written formats) key marketing terms, concepts and frameworks.
- Critically examine key models and frameworks within consumer behaviour.
- Critically discuss and present analyses of the main components of the marketing mix
- Demonstrate knowledge of marketing practices in a variety of contexts.
|Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T. (2019) Marketing Management (4th European Edition). Pearson: UK.|
In addition to this, students may also consult with any number of Marketing textbooks that are available under shelfmark: HF5415.
Journal of Consumer Marketing International Journal of Advertising Journal of Advertising Research International Review of Retail, Distribution Journal of Marketing Consumption, Markets and Culture Journal of the Market Research Society European Journal of Marketing
Journal of Marketing Management Harvard Business Review Journal of Consumer Research Journal of Business Research Journal of Macro Marketing Journal of Services Marketing Journal of Strategic Marketing Journal of Brand Management Journal of Retailing California Management Review Journal of Public Policy and Marketing Journal of Marketing Channels
Internet Resources The Internet is a valuable source of marketing information. You are encouraged to browse for breaking marketing news in the national and trade press (for example, www.marketing-week.co.uk, www.marketingmagazine.co.uk).
|Graduate Attributes and Skills
On completion of this course you will be able to:
-critically assess marketing theories and concepts for elements of the marketing mix
- apply theoretical frameworks in analysing specific marketing cases, issues or situations
- identify, assess and prioritise key features of marketing situations
- reflect on your own views with respect to the role of marketing in organisations and society.
On completion of this course, you will be able to:
- critically discuss and evaluate marketing theories and concepts to create coherent evidence-based arguments
- identify and locate appropriate source material (academic and practitioner) on marketing topics - to communicate ideas and persuasive recommendations to address marketing issues and probems
- to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of issues related to marketing.
|Additional Class Delivery Information
||2 lectures per week
1 tutorial per week for 8 weeks
|Course organiser||Dr Teea Palo
Tel: (0131 6)51 1070
|Course secretary||Ms Chrysanthi Manidou
Tel: (0131 6) 50 3826