Last modified: 22 May 2019 17:07
The course aims to provide participants with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation.
On completion of the course students will be able to:
1. Critique the key principles and concepts of marketing.
2. Evaluate the role of marketing to modern organisations in private and public sectors.
3. Understand the integration of the marketing function with other organisational functions.
4. Assess the role of identified marketing techniques
|Session||Second Sub Session||Credit Points||15 credits (7.5 ECTS credits)|
|Campus||Old Aberdeen||Sustained Study||No|
This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.
Information on contact teaching time is available from the course guide.
Group presentation (30%)
1750 word individual assignment (40%)
1500 word individual reflective review (30%)
Resit: No opportunity to re-submit a failing group report. Failing individual assignment (report) must be resubmitted and achieve a pass grade (D3 or above), with the course grade capped at D3.
There are no assessments for this course.