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

Postgraduate Course: Strategic Marketing (EMBA) (CMSE11223)

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). This strategic focus is developed through extended case studies that are used as the basis of class discussion to critically examine marketing concepts and applications across a number of different sectors and organisations

Introduction to Marketing
Understanding Customer Behaviour
Marketing Environment and Strategy
Segmentation, Targeting and Positioning
Branding Products and Services
Innovation and NPD
Pricing and Distribution
Marketing Communications

Student Learning Experience

This course offer a mixture of lectures, case studies, vignettes, video presentations, in class discussion and webinars. 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 Strategic Marketing 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 None
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 activities that impinge on our daily lives as business 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. 4. Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
  5. Apply theoretical frameworks to real-world marketing innovation challenges: identifying their key features and implications, setting appropriate marketing objectives and evaluating alternative marketing strategies.
Reading List
Core Textbook
Baines, P, Fill, C., Rosengren, S. and Antonetti, P (2017) Fundamentals of Marketing, OUP, Oxford

Supplementary Reading

Digital/eMarketing: Stokes, R. (2013) eMarketing: the essential guide to marketing in a digital world. 5th Edition.

Branding: Champniss, G. and Rodes Vila, F. (2011) Brand valued: how socially valued brands hold the key to a sustainable future and business success, John Wiley and Sons.

Critical Marketing: Ellis, N. et. al. (2012) Marketing: A critical textbook, Sage.

Articles from journals in the library collection will be recommended as the course progresses. All journals are available electronically
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 situations.
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 secretaryMr Jamie Smith
Tel: (01316) 515971
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