Postgraduate Course: Strategic Marketing (CMSE11596)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Course type||Online Distance Learning
||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. Cases cover several different sectors and organisations. Students are expected to engage with the materials and independent learning and reflection is encouraged.
Introduction to Marketing
Understanding Buyer Behaviour
Marketing Strategy and STP
Branding Products and Services (inc NPD)
Pre-recorded lectures and online tutorials are supported via independent directed reading.
Online tutorials will enable students to reflect on the pre-recorded lecture material and associated readings, introduce practical exercises and to collectively discuss extended case studies as a means of critically examining marketing concepts and applications. Students are encouraged to reflect on their own business experience and bring this to the tutorial discussions around course materials and case analysis.
Entry Requirements (not applicable to Visiting Students)
||Other requirements|| None
Course Delivery Information
|Academic year 2022/23, Not available to visiting students (SS1)
|Learning and Teaching activities (Further Info)
Lecture Hours 16,
Seminar/Tutorial Hours 8,
Online Activities 4,
Formative Assessment Hours 30,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||20% Individual assessment«br /»
80% Individual assessment
A minimum of one piece of formative feedback will be provided per course. This may be offered asynchronously via discussion boards and emails, and synchronously in tutorials.
Feedback on assignments will be provided within 15 working days of submission. Summative marks will be returned on a published timetable, which will have been made clear to students at the start of the academic year.
|No Exam Information
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
- Discuss critically 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
|Graduate Attributes and Skills
|Course organiser||Mr Julian Rawel
Tel: (0131 6)50 8067
|Course secretary||Ms Sarah Yaxley
Tel: (0131 6)50 3475