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

Postgraduate Course: Marketing: Theory and Application (CMSE11629)

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 Credits20 ECTS Credits10
SummaryThis course introduces students to the latest developments in marketing theory and practice through seminars delivered by marketing practitioners and academics. Throughout the semester, students will be exposed to different academic concepts and practical contexts in order to develop a nuanced understanding of marketing that will help them both as such and in their dissertations.
Course description Marketing Applications builds upon theories and concepts introduced in the core courses for the MSc Marketing and MSc Marketing & Business Analysis programmes, providing a more advanced study of marketing theory and practice. The course seeks to stimulate interest in emergent trends in marketing and engenders students with the knowledge and skills required for a more critical and applied study of marketing.

Outline Content

A different marketing topic will be explored each week.

Topics previously covered have included:

Course Introduction & Client Assignment
Culture and Stratification I
Culture and Stratification II
Charities and Not for Profit Marketing
Behavioural Marketing & Nudging
Narrative Marketing and Storytelling
Theories and Techniques of Persuasion
Communicating Corporate Responsibility
Advertising and Regulation
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Academic year 2024/25, Not available to visiting students (SS1) Quota:  None
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 176 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 60% Coursework (individual) - assesses all course Learning Outcomes
40% Coursework (group) - assesses all course Learning Outcomes
Feedback Formative: Formative feedback will be provided through lectures on class activities and discussions.

Summative: Summative feedback will be provided on both assignments.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Critically discuss emerging developments in marketing theory and practice.
  2. Apply theory and analytical frameworks to real life marketing problems and cases.
  3. Discuss and critically evaluate marketing activities of organisations in various sectors.
Reading List
Appropriate readings will be announced in advance of each lecture/seminar. Please note that there is no textbook for this course; readings will be taken from academic journals, case studies, company reports and websites, as well as marketing-related magazines and blogs
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.

Practice: Applied Knowledge, Skills and Understanding

After completing this course, students should be able to:

Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges

Work with a variety of organisations, their stakeholders, and the communities they serve -learning from them, and aiding them to achieve responsible, sustainable and enterprising solutions to complex problems.

Cognitive Skills

After completing this course, students should be able to:

Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.

Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:

Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.
KeywordsMarketing Applications
Course organiserDr Stephen Dunne
Tel: (0131 6)50 8340
Course secretaryMiss Lauren Dunn
Tel: (01316) 513758
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