MS2006: MARKETING (2020-2021)

Last modified: 05 Aug 2021 13:04

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	15 credits (7.5 ECTS credits)
Campus	Aberdeen	Sustained Study	No
Co-ordinators	Dr Timothy T Stone

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

Programme Level 2
Any Undergraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

Course Description

Marketing Concept: Introduction to key principles underpinning the modern concept of marketing. Comparison with other organisational orientations. Identification of key marketing tasks.
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.
Marketing Mix: Introduction to the core marketing tools. Address market research, product management, managing distribution, promotion and pricing. Develop an integrated perspective on marketing.
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

1x MCQ test (40%)

1x Briefing document (60%)

Alternative Resit Arrangements for students taking course in Academic Year 2020/21

Resit: 2x 1,000 word assignment (50% each)

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.