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

Postgraduate Course: Strategic Marketing (MBA) (CMSE11245)

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)

The course is designed to introduce students to key marketing concepts, ideas and tools . Students are required to engage with the pre-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 pre-recorded 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.

Introduction to Marketing
Understanding Buyer Behaviour
Marketing Strategy and STP
Branding Products and Services (inc NPD)
Strategic Pricing
Distribution Channels
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. 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)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements For Business School MBA students only.
Course Delivery Information
Academic year 2023/24, Not available to visiting students (SS1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 24, Summative Assessment Hours 30, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 44 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Coursework
50% individual (all LOs)
50% group (all LOs)

Feedback 'Informal formative feedback will be provided through asynchronous workshops and via individual and peer feedback. Independent formative feedback will be available via MCQ¿s. Summative marks will be returned on a published timetable, which will be made clear to students at the start of the academic year. Students will be provided with electronic written feedback for all coursework.

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the marketing related activities that impinge on your daily life as 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. Discuss critically how marketing practice is influenced by contemporary challenges in the operating environment.
  5. Appreciate how marketing practice is influenced by contemporary challenges in the operating environment
Reading List
Essential: Baines, P, et. al. (2021) Fundamentals of Marketing, OUP.

West, D, Ford J and E Ibrahim (2010) Strategic Marketing: Creating Competitive Advantage, 2nd Edition, Oxford.

Background Reading: Texts
Moore, G A (2014) Crossing the Chasm, 3rd Edition, Harper Business.
Waites, K. and Peres-Vega, R. (2018) Essentials of Digital Marketing', Good Fellow Pubishers.
Ryan, D (2012) Digital Marketing, Kogan Page.
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.

Further reading material will be recommended via the Resource List.
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 problems.
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 Ross Muir
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