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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Critical Thinking in Marketing (BUST10116)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryMarketing is an evolving phenomenon, in both academic and practitioner terms. The purpose of this course is to introduce students to the classic work and latest developments in theory and research for a selection of marketing related topics, and in so doing, show the developments in understanding to an advanced level. As the essential reading for the course is based on articles from leading marketing journals which students read and critique in their own time, following guidance given in lectures, the course also aims to develop skills of independent thinking and critical reflection. In-class discussion questions and exercises supplement the reading to stimulate critical thinking and illustrate application of theories to practice and own experience.
Course description Six topics are covered in the course: Development of the Marketing Concept; Market Orientation and the Firm; Marketing of Places; Marketing of Art and Culture; Ethical Dimensions of Marketing, and New Relations in Marketing. For each topic a set of background readings is recommended to help understanding of the main concepts and debates in the topic. Students are then directed to read deeply a selection of journal articles which contrast with each other in terms of approach and/or argument and/or managerial recommendations. Each topic is anchored around a key question, a fundamental question or concern facing theorists and practitioners involved in the topic - which provides a focus for learning about the topic and a starting point for critical thinking about the essential reading material. Each lecture session provides an introduction to a topic and an overview of the set journal articles, together with more in-depth treatment of 2-3 articles featured from the list. The sessions are designed to be interactive, with in-class discussion questions and opportunities for debate, therefore students are expected to familiarise themselves with the featured articles before each session. Assessment involves students undertaking critical reviews of the literature i.e. the set journal articles on the topics covered in the course.

Introduction to the Course
Critical Reading and Thinking
Development of the Marketing Concept
Market Orientation and the Firm
Assignment Preparation Tutorial
Marketing of Places
Marketing of Art and Culture
Ethical Dimensions of Marketing
New Relations in Marketing

Overall, the course aims to provide students not only with in-depth, subject-specific knowledge of the topics covered, but also with enhanced abilities to assimilate the key points of complex pieces of writing, and to question, challenge and critique them in a mature and reasoned way. The way in which the course is designed and delivered can improve general learning and study skills, helpful in terms of preparing for dissertations, essay based courses and work-related learning.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours Entry.
Information for Visiting Students
Pre-requisitesVisiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Describe, explain and critically discuss the key theories and models underpinning current thinking in the topic areas covered in the course.
  2. Describe, explain and critically discuss the contrasting approaches taken by leading theorists and writers in relation to the topic areas covered in the course.
  3. Critically evaluate the limits of knowledge in marketing.
Reading List
The essential reading for this course is based on selected articles from leading marketing journals. These will be listed topic by topic in the course booklet. Students are expected to browse all the articles listed under each topic, and then select three to read and review in depth.

In addition to the above, each topic of the course has a selection of articles designated as background reading. These articles are typically either reviews of the literature in relation to the topic, or else seminal pieces setting out key arguments or thinking. Students are recommended to browse through these in advance of tackling the essential reading, in order to familiarise themselves with the main themes/issues in the topic.

Additional Information
Graduate Attributes and Skills Cognitive Skills
On completion of the course students should be able to:
a) identify and summarise the salient points from a complex or lengthy piece of writing
b) critically evaluate alternative theories and methodologies relevant to marketing problems
c) identify the strengths and weaknesses of different arguments and recommendations put forward by authors in marketing
d) question or challenge accepted ideas or assumptions within the marketing discipline

Key Skills
On completion of the course students should be able to:
a) locate and retrieve articles from marketing journals using electronic databases and sources
b) prepare well-structured and logically argued reviews of the literature on selected marketing topics, based on balanced, critical reading of relevant articles
c) acknowledge, reference and cite sources correctly and appropriately
d) apply theory and analytical frameworks to real world marketing problems and cases

Subject Specific Skills
On completion of the course students should be able to:
a) locate and use databases and other electronic sources of information on marketing theory
b) communicate, succinctly, the key points of complex theories or frameworks in marketing in ways expected by a professional or managerial audience
Course organiserProf Angela Tregear
Course secretaryMs Chrysanthi Manidou
Tel: (0131 6) 50 3826
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