Last modified: 28 Jun 2018 10:27
The course aims to provide participants with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation.
On completion of the course students will be able to:1. Critique the key principles and concepts of marketing.
2. Evaluate the role of marketing to modern organisations in private and public sectors.
3. Understand the integration of the marketing function with other organisational functions.
4. Assess the role of identified marketing techniques
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Old Aberdeen | Sustained Study | No |
| Co-ordinators |
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This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.
Information on contact teaching time is available from the course guide.
1st attempt: 1. An individual assessment based on an assignment of 2,000 words (40% of total course marks) 2. A group presentation as a consultancy group to an audience of interested managers (30% of the total course marks) (note – slides/copies of presentation will be kept with a view to allowing external examiner review. 3. An individual Professional Reflective Review comprising 30% of the total course marks). Resit: There is no resit opportunity for the group element. For the individual elements students who score below CAS 9 will be required to submit the respective elements within six weeks of the mark and feedback being returned.
There are no assessments for this course.
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