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

Postgraduate Course: Principles of Marketing Management (CMSE11110)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThe course aims to provide students with an introduction/revision to marketing both as an academic discipline and as a managerial activity.
Course description Academically, the objective of the course is to provide a consistent 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.

Student Learning Experience:
The course will explore a range of key marketing concepts, real life examples and case studies. Students will be asked to actively participate in the course - completing exercises and discussing issues with fellow students

Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations 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? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate knowledge and understanding in relation to key marketing concepts.
  2. Demonstrate awareness of current marketing practice.
  3. Demonstrate critical thinking in relation to marketing theory and practice.
Reading List
Core reading expected prior to, and during the course:
Baines, P, Fill, C., and Rosengren, S. (2017) Marketing, Fourth Edition, Oxford University Press. ISBN 978-0-19-874853-3.

Resource List:
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

By the end of the course students should:

Have an understanding of the marketing concept and function.

Have an understanding of and be able to demonstrate critical thinking around current marketing theory and practice.

Have an understanding of ethical and environmental concerns in relationship to marketing practice

Research and Enquiry

By the end of the course students should:

Be able to demonstrate an ability to apply marketing theory.

Be able to demonstrate problem solving and analytic skills in considering marketing situations and scenarios.

Be able to use library resources effectively.

Personal and Intellectual Autonomy

By the end of the course students should:

Be able to work independently in producing academically supported written work.


By the end of the course students should:

Be able to communicate and discuss ideas effectively - including with other students - both in written and oral form.

Personal Effectiveness

By the end of the course students should:

Be able to work with others in small groups.
Course organiserDr Pauline Ferguson
Course secretaryMiss Tamara Turford
Tel: (0131 6)50 8074
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