External summary

Marketing is the business function that links an organisation to its consumers.  Its underlying philosophy is that the objectives of both the organisation and consumers are best met if the organisation bases its output (in the form or goods, services or ideas) on the needs and wants of their consumers.   Whereas marketing has been a core commercial function and philosophy in successful businesses for many decades, in more recent times it underpins the activities of a wider range of enterprises in sectors such charitable giving, education, provision of health services, governments and politics.

The MSc in Marketing at the University of Edinburgh provides students with a critical appreciation of marketing through a comprehensive range of academically grounded courses. It is designed for those wishing to pursue a successful career in marketing in a variety of destinations including commerce, public sector and academic institutions. What is special about the University of Edinburgh experience is that it allies strong theoretical foundations with practical insights taught in an internationally recognised business school.

The programme aims to produce critical, reflective practitioners as it emphasises the integration of theory and practice with the skills and knowledge required by employers. Students are provided with an in-depth understanding of the theoretical foundations of marketing alongside current and emerging practitioner applications in many areas such as marketing management, consumer behaviour, strategic marketing and business research methods. In addition, the programme's flexible structure allows students to study aspects of marketing related to their interests thus supporting their intended career paths.

Educational aims of programme

• To provide students with a critical appreciation of marketing through a comprehensive range of academically grounded courses;
• To provide students with an in-depth and balanced understanding of the theoretical foundations of marketing alongside current and emerging practitioner applications in the core areas of marketing management, the analysis of marketing decisions, consumer behaviour, and marketing research methods;
• To produce critical, reflective practitioners and give students wishing to pursue a successful career in marketing the necessary knowledge and skills for a variety of destinations including commerce, public sector and academic institutions;
• To provide students with the proficiency to practice integrated and multiple management skills, including oral and written communication, independent action, team-working and interpersonal interaction;
• To provide students with the knowledge and skills to address marketing and business problems through flexible, adaptable, and innovative approaches;
• To foster the development of general transferable intellectual and study skills which will equip students to make a valuable contribution both within their chosen career path and in the wider community and to encourage a positive attitude to continuing development and lifelong learning.

Programme outcomes: Knowledge and understanding

By the end of the programme, students will be able to:

• Critically evaluate the key analytical frameworks and tools used in Marketing
• Apply key Marketing theories, frameworks and tools to solve Marketing problems
• Utilise information on a firm's external and internal marketing environment to identify and prioritise appropriate marketing strategies
• Exercise critical judgement through engagement and reflection with existing marketing literature and new developments in the marketing environment
• Critically evaluate the Marketing function and the role it plays in achieving organisational success both in commercial and non-commercial settings
• Evaluate and act upon the ethical and environmental concerns linked to Marketing activities.

Programme outcomes: Graduate attributes - Skills and abilities in research and enquiry

By the end of the programme, students will be able to:

• Identify, define and analyse problems and identify or create processes to solve them;
• Exercise critical judgement in creating new understanding;
• Critically assess existing understanding and recognise the need to regularly challenge all knowledge.

Programme outcomes: Graduate attributes - Skills and abilities in personal and intellectual autonomy

By the end of the programme, students will be able to:

• Identify and apply new ideas, methods and ways of thinking;
• Respond effectively to unfamiliar problems in unfamiliar contexts.

Programme outcomes: Graduate attributes - Skills and abilities in communication

By the end of the programme, students will be able to:

• Advance reasoned and factually supported arguments effectively in written work and oral presentation.

Programme outcomes: Graduate attributes - Skills and abilities in personal effectiveness

By the end of the programme, students will be able to:

• Work effectively with others, capitalising on their different thinking, experience and skills;
• Identify and evaluate social, cultural, global, ethical and environmental responsibilities and issues;
• Demonstrate skills in time management.

Programme outcomes: Technical/practical skills

These skills are covered under the headings above.

Programme structure and features

Degree Criteria

MSc full-time (12 months). It consists of 180 SQCF credit points, of which 120 constitutes the

taught portion of the programme with the remaining 60 devoted to the dissertation component of

the degree.

Degree Programme Table and Modes of Study:

The Degree Programme Table can be viewed at:

http://www.drps.ed.ac.uk/20-21/dpt/drps_bus.htm

Progression and Exit Awards

The programme conforms to the University's taught Assessment Regulations.

https://www.ed.ac.uk/academic-services/policies-regulations/regulations/assessment

Teaching and learning methods and strategies

The Business School's strategy in learning and teaching is to deliver a dynamic, engaged, classroom experience that exposes our students to both practical and theoretical perspectives on business issues in ways that stretch and challenge them. Teaching and Learning Activities employed in the programme are:

• Lectures
• Tutorials
• Seminars
• Problem based learning activities
• Statistics labs
• Peer group learning
• Examples Classes
• Research Dissertation
• One to one meetings with supervisors

The programme is taught using a combination of lectures, seminars and tutorials.  Lectures provide knowledge and understanding of the key theoretical concepts and discuss the implications of these for practice.  Seminars provide more practical context and regularly feature guest speakers from industry.  Tutorials develop skills in the use of quantitative techniques for problem solving and data analysis.  Throughout the programme, discussion with staff and with other students is a key element in student learning.  The programme encourages independent learning and critical thinking.  Students are expected to read extensively on each topic and develop informed opinions on the issues discussed. At MSc level a substantial amount of independent study and pre-reading for lectures is also required of students.

Assessment methods and strategies

Courses can be assessed by a diverse range of methods and assessment often takes the form of formative work which provides the student with on-going feedback as well as summative assessment which is submitted for credit.  Assessment methods employed in the programme are:

• Oral Presentations
• Poster presentations
• Essays
• Written Examinations (unseen)
• Research Dissertation
• Group reports
• Individual reflection on group report
• Tutorial preparation portfolio
• Business and Marketing Plans

Career opportunities

The School offers two marketing programmes. The MSc in Marketing provides students with the qualifications and expertise to secure roles in marketing, sales or public relations, and MSc in Marketing and Business Analysis offers a more quantitative approach to marketing. Around one fifth of graduates find work in the IT and Telecoms sector, and nearly a quarter are split across the Food and Drinks industry and Media. There is a very wide spread of sectors in which our graduates find work, and employers include Angus Dundee Distillers, Skyscanner, Deloitte and Samsung.

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