Last modified: 25 Sep 2019 09:58
The Value and Markets course is designed to allow participants to investigate key theories that underpin views about marketing. On the course delegates will be introduced to different approaches, theories and techniques utilised in marketing planning and marketing management. For example, delegates will be introduced to topics including; the characteristics of buyers and buyer behaviour (decision processes and roles), the marketing mix (product, price, place, promotion), services marketing, implementation and control, relationship marketing and international marketing.
| Study Type | Postgraduate | Level | 5 |
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| Term | First Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
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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.
| Assessment Type | Summative | Weighting | 15 | |
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| Assessment Weeks | Feedback Weeks | |||
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| Assessment Type | Summative | Weighting | 15 | |
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| Assessment Type | Summative | Weighting | 30 | |
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| Assessment Type | Summative | Weighting | 40 | |
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There are no assessments for this course.
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| Knowledge Level | Thinking Skill | Outcome |
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| Knowledge Level | Thinking Skill | Outcome |
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