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

Postgraduate Course: Principles of Marketing Management (CMSE11630)

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
SummaryThis course aims to provide students with a (re)introduction to marketing. The course will consider marketing through both a managerial lens, as well as offering a critical perspective in relation to contemporary marketing practice.
Course description Academically, the objective of the course is to provide a grounding in core theories, concepts and frameworks that have been developed to understand and explain marketing phenomena. The course aims to furnish students with critical understanding of these ideas, including how they may be useful in developing or questioning practice. The course will reflect throughout on the evolving context and nature of contemporary marketing - highlighting some of the key and critical challenges, shifts, opportunities, issues and complexities defining current practice.

Outline content: -

A range of material will be covered in the course including an introduction to Marketing, Branding, Product, Pricing, Distribution and Communications.

Student Learning Experience: -

The course will explore a range of key marketing concepts and the class will draw on examples, videos, readings and case studies. Students will be asked to actively participate in the course - completing exercises, presenting, discussing, and debating issues with fellow students. Readings and exercises will be provided and students should come to class prepared. An inclusive and collaborative learning environment, one which fosters meaningful peer-to-peer interaction, will be encouraged.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Digital Marketing (CMSE11631) AND Marketing Research & Data Insights (CMSE11632)
Prohibited Combinations Other requirements None
Course Delivery Information
Academic year 2024/25, Not available to visiting students (SS1) Quota:  None
Course Start Block 1 (Sem 1)
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 10, Seminar/Tutorial Hours 1, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 87 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Coursework (individual) - Assesses all course learning outcomes
Feedback Formative: Feedback will be provided through class discussion and the lecture session on the assessment.

Summative: Feedback on the individual assessment will be provided.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate a contextual and critical understanding of key disciplinary theories and concepts in marketing.
  2. Demonstrate knowledge and critical understanding of the current context, challenges and issues defining and shaping contemporary marketing practice.
  3. Demonstrate professional communication skills.
Reading List
Baines, P, Rosengren, S and Antonetti, P. (2022) Marketing, 6th Edition, Oxford University Press.
Additional Information
Graduate Attributes and Skills 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.

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

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

KeywordsNot entered
Course organiserDr Pauline Ferguson
Course secretaryMiss Lauren Dunn
Tel: (01316) 513758
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