Last modified: 11 Dec 2024 15:16
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.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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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:
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 80 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
1,500-word individual report |
|||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Demonstrate how the key elements of the ‘marketing mix’ are used to deliver customer value |
| Conceptual | Evaluate | Be able to evaluate the segmentation, targeting and positioning process |
| Conceptual | Understand | Demonstrate a good understanding of the marketing concepts and marketing process |
| Reflection | Evaluate | Reflect on contemporary issues affecting the marketing function and explore their potential impact |
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Evaluate | Be able to evaluate the segmentation, targeting and positioning process |
| Conceptual | Understand | Explore the importance of understanding the marketplace and consumers |
| Conceptual | Understand | Demonstrate a good understanding of the marketing concepts and marketing process |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
1,500-word individual report |
|||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Demonstrate how the key elements of the ‘marketing mix’ are used to deliver customer value |
| Reflection | Evaluate | Reflect on contemporary issues affecting the marketing function and explore their potential impact |
| Conceptual | Evaluate | Be able to evaluate the segmentation, targeting and positioning process |
| Conceptual | Understand | Demonstrate a good understanding of the marketing concepts and marketing process |
| Conceptual | Understand | Explore the importance of understanding the marketplace and consumers |
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