BU5039: MARKETING MANAGEMENT (2021-2022)

Last modified: 31 May 2022 13:05

Course Overview

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Course Details

Study Type	Postgraduate	Level	5
Term	First Term	Credit Points	15 credits (7.5 ECTS credits)
Campus	Aberdeen	Sustained Study	No
Co-ordinators	Mr Marcus Thompson

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

Any Postgraduate Programme
One of MRes Business Research or MSc Environmental Partnership Management or MSc International Business Management or MSc Marketing Management or Master Of Science In Cultural And Creative Communication or Mlitt In Film, Visual Culture & Arts Management (September Start) or Master of Science Professional Communication or MSc in Global It Entrepreneurship (Software Engineering) (Sept St)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

BU551H Marketing Management (Passed)

Are there a limited number of places available?

Course Description

The course will apply theoretical and practical content to explore the key concepts of marketing management; core competencies, competitive advantage; customer behaviour, competitive analysis and intelligence, relationships in the value chain, planning and portfolio analysis; Segmenting, targeting and positioning; buyer-seller relationships; the marketing mix; organising, implementing the marketing mix; budgeting and controlling; research and the MIS. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

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

Alternative Assessment

Individual assignment (80%)

Group presentation (20%)

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge Level	Thinking Skill	Outcome
Factual	Remember	ILO’s for this course are available in the course guide.