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

Postgraduate Course: Strategic Marketing (MBA) (CMSE11245)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits10 ECTS Credits5
SummaryAdopting a strategic focus, the course will critically review current theory and practice and discuss how marketing strategies are evolving in the light of changes arising from increasingly sophisticated and demanding consumers, new technology and globalisation.
Course description The introductory course assumes no prior knowledge of marketing. It adopts a strategic focus and considers the nature and scope of marketing in society, the need for a customer orientation and role of segmentation, targeting and positioning, the management of the marketing mix (comprising products, prices, promotion, distribution, physical evidence, process and people).
The course is designed to introduce students to key marketing concepts and ideas early in the course to prepare for the strategic marketing challenge. This is an intensive learning period and requires students to engage with the material. The following sessions use extended case studies as the basis of class discussion to critically examine marketing concepts and applications introduced in lectures. Cases cover a number of different sectors and organisations. Several of the session will provide an opportunity to discuss SMC progress and these sessions are complemented with a series of Breakfast sessions.
Introduction to Marketing
Understanding Buyer Behaviour
Segmentation, Targeting and Positioning
Marketing Strategy and Planning#
Ethical Marketing
Branding Products and Services
Innovation and NPD
Pricing and Distribution
Marketing Communications
Student Learning Experience
This course offers a mixture of lectures, case studies, vignettes, video presentations, and in class discussion. Key marketing concepts are presented in lectures, examples illustrate how these have been applied in practice, and these ideas are further critiqued (as far as time allows) through class discussion drawing in directed reading, analysis and own managerial experience. Recommended readings support independent learning and allow for further critique and exploration of relevant theories and concepts. Workshops are organised around the Marketing Innovation Challenge and this applied group project ensures complementary learning through practical research and experience.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements For Business School MBA students only.
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the marketing related activities that impinge on your daily life as managers and citizens
  2. Critically evaluate key marketing theory, concepts, research and current practice.
  3. Describe strategic frameworks related to the selection of marketing objectives, target markets and marketing mixes
  4. Discuss critically how marketing practice is influenced by contemporary challenges in the operating environment.
  5. Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
Reading List
West, D, Ford J and E Ibrahim (2010) Strategic Marketing: Creating Competitive Advantage, 2nd Edition, Oxford.

Background Reading: Texts
Moore, G A (2014) Crossing the Chasm, 3rd Edition, Harper Business.
Ryan, D (2012) Digital Marketing, Kogan Page.
Champniss, G and F Rodes Vila (2011) Brand valued: how socially valued brands hold the key to a sustainable future and business success, John Wiley and Sons
Kotler, P, Kartajaya, H and I Setiawan (2010) Marketing 3.0, John Wiley and Sons.
Hooley, G, Piercy, N and B Nicoulaud (2011) Marketing Strategy and Competitive Positioning, 5th Edition, Prentice Hall.

Library journal papers and other material will be recommended during the course.
Additional Information
Graduate Attributes and Skills Cognitive and Subject Specific Skills:
Critically evaluate key marketing concepts, theory and practice.
Communicate clearly to others an analysis of marketing situations or evaluation of theory.
Apply theoretical frameworks to real-world marketing problems.
Reflect on the relevance of marketing as a manager, business leader and as a consumer

Transferable Skills:
Develop confidence and skills in business engagement and team-based consulting.
Demonstrate skills of critical and reflective thinking.
Identify, locate and evaluate source material (academic and practitioner) to support arguments.
KeywordsMarketing Strategy Innovation
Course organiserDr David Marshall
Tel: (0131 6)50 3822
Course secretaryMrs Angela Muir
Tel: (0131 6)51 3854
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