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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Applications (CMSE11114)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThis 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 academic concepts and practical contexts in order to develop a nuanced understanding of marketing that will help them both as such and in their dissertations.
Course description 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 weekly seminars, presentations from experts and practical workshops. Independent reading and learning is an essential component in the course and students are expected to prepare for each session in advance.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11110)
Prohibited Combinations 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? Yes
Course Delivery Information
Academic year 2020/21, Available to all students (SV1) Quota:  None
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 30, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 117 )
Additional Information (Learning and Teaching) Prep for group project and individual assessment: 82 hours; Reading and task preparation: 30 hours.
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
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. Assesses Learning Outcomes 1, 2, 3

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 Assesses Learning Outcomes 1, 2, 3
Feedback 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
Learning Outcomes
On completion of this course, the student will be able to:
  1. Critically discuss emerging developments in marketing theory and practice.
  2. Apply theory and analytical frameworks to real life marketing problems and cases.Discuss and critically evaluate marketing activities of organisations in various sectors.
  3. Discuss and critically evaluate marketing activities of organisations in various sectors
Reading List
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.
Additional Information
Graduate Attributes and Skills Cognitive 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 organiserDr Stephen Dunne
Tel: (0131 6)50 8340
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
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