Last modified: 23 Jul 2024 10:43
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. A key theme running throughout the course is the importance of creating customer value. 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. The course runs on block mode. You have a preparatory (reading and activity week), a teaching week and an assessment week.
The learning content will include:
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Demonstrate a good understanding of the marketing concepts and marketing process |
| Conceptual | Evaluate | Understand and evaluate the segmentation, targeting and positioning process |
| Conceptual | Understand | Explore the importance of understanding the marketplace and consumers |
| Assessment Type | Summative | Weighting | 80 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Understand the key elements of the ‘marketing mix’ and demonstrate how they are used to deliver customer value |
| Conceptual | Apply | Demonstrate a good understanding of the marketing concepts and marketing process |
| Conceptual | Evaluate | Understand and evaluate the segmentation, targeting and positioning process |
| Conceptual | Understand | Reflect on contemporary issues affecting the marketing function and explore their potential impact |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Understand the key elements of the ‘marketing mix’ and demonstrate how they are used to deliver customer value |
| Conceptual | Understand | Explore the importance of understanding the marketplace and consumers |
| Conceptual | Apply | Demonstrate a good understanding of the marketing concepts and marketing process |
| Conceptual | Understand | Reflect on contemporary issues affecting the marketing function and explore their potential impact |
| Conceptual | Evaluate | Understand and evaluate the segmentation, targeting and positioning process |
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