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  4. 2015-2016
  5. Business Management
  6. MS2005: MANAGING CUSTOMERS AND MARKETS

MS2005: MANAGING CUSTOMERS AND MARKETS (2015-2016)

Last modified: 25 Mar 2016 11:34


Course Overview

This course provides students with an overview of the underpinning concepts of marketing, and the requirements for the development of a market oriented organisation. Specifically introduces the basic concepts of buyer behaviour, market research, the marketing mix and the strategic context of marketing. The linkages between marketing and other key functional areas of management, notably operations and human resource management are highlighted by this course, encouraging the adoption of a systems perspective.

Course Details

Study Type Undergraduate Level 2
Term First Term Credit Points 30 credits (15 ECTS credits)
Campus None. Sustained Study No
Co-ordinators
  • Mr Russell Williams

Qualification Prerequisites

None.

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

  • Any Undergraduate Programme (Studied)
  • One of Programme Level 2 or Programme Level 3 or Programme Level 4

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

Are there a limited number of places available?

No

Course Description

  1. Marketing Concept: Introduction to key principles underpinning the modern concept of marketing. Comparison with other organisational orientations. Identification of key marketing tasks.
  2. Marketing Environment: Contextualisation of the marketing function. Impact of environmental factors on marketing activities. Relationship between the marketing organisation and its customers. Influences on consumer behaviour.
  3. Marketing Mix: Introduction to the core marketing tools. Address market research, product management, managing distribution, promotion and pricing. Develop an integrated perspective on marketing.
  4. Marketing in Practice: Examines examples of marketing successes and failures. Highlights the centrality of effective information management in the marketing process.

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

1st Attempt: 1 two-hour written examination (80%); in-course assessment (20%) consisting of a (10%) group presentation; and a (10%) group report (1,000 words).

Resit: 1 two-hour written examination (100%).

Formative Assessment

This will take place through tutorial discussions and through the in-course assessment.

Feedback

Students receive written feedback on their written coursework. In-course activities for which submission is encouraged and good practice used as feedback through MyAberdeen.

On a less formal basis, via verbal feedback during tutorial discussions, and after tutorial presentations.

Course Learning Outcomes

None.
 

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