Postgraduate Course: Strategic Marketing (MBA) (CMSE11502)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Not available to visiting students
|Summary||Adopting 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.
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, ideas and tools . Students are required to engage with the recorded lecture material and associated readings and support materials. Synchronous sessions will be made available to reflect on the recorded lecture material associated readings, introduce practical exercises and to collectively discuss extended case studies as a means of critically examining marketing concepts and applications introduced in lectures. Cases cover a number of different sectors and organisations . Students are expected to engage with the materials and independent learning and reflection is encouraged. The course assessment is due at the end of the course and the individual assessment will focus on a contemporary strategic marketing challenge.
Introduction to Marketing
Understanding Buyer Behaviour
Marketing Strategy and STP
Branding Products and Services (inc NPD)
Theory of Brand Communications
Student Learning Experience
This course offers a mixture of prerecorded online lectures, associated readings, vignettes, video presentations, and applied case studies. Key marketing concepts are presented in prerecorded lectures, and examples, including links to more applied work illustrate how these ideas have been applied in practice. The lectures are supported with directed reading and students have the opportunity to raise issues in synchronous sessions which are then recorded. Students are encouraged to reflect on their own business experience and bring this to the synchronous discussions around course materials and case analysis. Shared peer experience is facilitated through smaller breakout sessions in the asynchronous sessions. Recommended readings support independent learning and allow for further critique and exploration of relevant theories and concepts. Workshops are provided to support the assignment and students encouraged to form their own independent study groups. The assignment is designed to encourage students to reflect on concepts introduced in the course as a way to analyse a contemporary strategic marketing challenge.
Entry Requirements (not applicable to Visiting Students)
||Other requirements|| Available to Business School MBA students only
Course Delivery Information
|Not being delivered|
On completion of this course, the student will be able to:
- Understand and critically discuss the marketing related activities that impinge on your daily life as managers and citizens
- Critically evaluate key marketing theory, concepts, research and current practice.
- Describe strategic frameworks related to the selection of marketing objectives, target markets and marketing mixes
- Understand the fundamentals of marketing and how marketing practice is influenced by contemporary challenges in the operating environment.
- Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
Baines et al. (2017) Fundamentals of Marketing, OUP
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.
|Graduate Attributes and Skills
||Cognitive and Subject Specific Skills:
Critically evaluate key marketing concepts, theory and practice.
Analyse 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
Develop ability for independent learning
Demonstrate skills of critical and reflective thinking.
Identify, locate and evaluate source material (academic and practitioner) to support arguments.
|Course organiser||Dr David Marshall
Tel: (0131 6)50 3822
|Course secretary||Mrs Angela Muir
Tel: (0131 6)51 3854