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 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.
Information for Visiting Students
|High Demand Course?
Course Delivery Information
|Academic year 2020/21, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 10,
Seminar/Tutorial Hours 16,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||Individual Short Essay (20%) (assesses learning outcomes 1, 2)
Individual Case Study Report (80%) (assesses learning outcomes 1, 3, 4)
||Lecture recordings, and associated materials, are designed to impact core knowledge of the subject matter allowing students the opportunity to build and check their understanding.
The course schedule includes a set of seminars/interactive sessions, where students have the opportunity to ask questions and assess their knowledge.
|No Exam Information
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 and Jobber (2019) Foundations of Marketing, 6th Edn. McGraw-Hill, Maidenhead.|
Jobber and Ellis-Chadwick (2019). Principles and Practice of Marketing, 9th 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 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.
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) Planning and executing their own; contribution to an assessed assignment, 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||Prof Angela Tregear
|Course secretary||Miss Fionna Ogilvie
Tel: (0131 6)51 3028