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  6. BU551H: Marketing Management

BU551H: MARKETING MANAGEMENT (2024-2025)

Last modified: 17 Oct 2024 13:16


Course Overview

The course will apply theoretical and practical content to explore the key concepts of Marketing in Management to provide students with an understanding of, coordinating and controlling marketing activities. The aim is to provide you with an understanding of the role of marketing and relevant critical strategies in establishing, developing and maintaining customer value.

Course Details

Study Type Postgraduate Level 5
Term Second Term Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Dr Iva Atanasova

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

Are there a limited number of places available?

No

Course Description

The course is a core component of the MSc in Marketing Management.

A key theme running throughout the course is the importance of creating customer value.

The learning content will include:

  • The changing role of Marketing
  • Marketing Environments
  • Marketing Strategy (Segmentation, Targeting, Positioning)
  • Marketing Mix and Brand Management
  • Sustainability and Ethics in Marketing

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

More Information about Week Numbers


Details, including assessments, may be subject to change until 30 August 2024 for 1st term courses and 20 December 2024 for 2nd term courses.

Summative Assessments

Oral Presentation: Group

Assessment Type Summative Weighting 20
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualEvaluateBe able to evaluate the segmentation, targeting and positioning process
ConceptualUnderstandExplore the importance of understanding the marketplace and consumers
ConceptualUnderstandDemonstrate a good understanding of the marketing concepts and marketing process

Report: Individual

Assessment Type Summative Weighting 80
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualApplyDemonstrate how the key elements of the ‘marketing mix’ are used to deliver customer value
ConceptualEvaluateBe able to evaluate the segmentation, targeting and positioning process
ConceptualUnderstandDemonstrate a good understanding of the marketing concepts and marketing process
ReflectionEvaluateReflect on contemporary issues affecting the marketing function and explore their potential impact

Formative Assessment

There are no assessments for this course.

Resit Assessments

Report: Individual

Assessment Type Summative Weighting 100
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
ReflectionEvaluateReflect on contemporary issues affecting the marketing function and explore their potential impact
ConceptualUnderstandDemonstrate a good understanding of the marketing concepts and marketing process
ConceptualApplyDemonstrate how the key elements of the ‘marketing mix’ are used to deliver customer value
ConceptualUnderstandExplore the importance of understanding the marketplace and consumers
ConceptualEvaluateBe able to evaluate the segmentation, targeting and positioning process
 

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