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  6. MS2006: Marketing

MS2006: MARKETING (2026-2027)

Last modified: 07 Nov 2025 14:46


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?

  • Any Undergraduate Programme (Studied)
  • Programme Level 2

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?

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 31 August 2025 for 1st Term courses and 19 December 2025 for 2nd Term courses.

Summative Assessments

Critical Essay

Assessment Type Summative Weighting 75
Assessment Weeks Feedback Weeks

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Word Count: 2000
Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualAnalyseAssess the relative importance of different aspects of marketing strategy.
ConceptualUnderstandDescribe the strategic and organisational context of marketing.
ConceptualUnderstandExplain the application of the marketing concept in a variety of organisational settings.
ProceduralUnderstandOutline the key influences on consumer and organisational behaviour.

Class Test - Multiple Choice Questions

Assessment Type Summative Weighting 25
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualUnderstandExplain the application of the marketing concept in a variety of organisational settings.
FactualRememberDescribe the key aspects of the marketing concept.
ProceduralUnderstandOutline the key influences on consumer and organisational behaviour.

Formative Assessment

There are no assessments for this course.

Resit Assessments

Critical Essay

Assessment Type Summative Weighting 100
Assessment Weeks Feedback Weeks

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Word Count: 2000
Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
FactualRememberDescribe the key aspects of the marketing concept.
ConceptualUnderstandExplain the application of the marketing concept in a variety of organisational settings.
ProceduralUnderstandOutline the key influences on consumer and organisational behaviour.
ConceptualAnalyseAssess the relative importance of different aspects of marketing strategy.
ConceptualUnderstandDescribe the strategic and organisational context of marketing.
 

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