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BU5050: VALUE AND MARKETS (2020-2021)

Last modified: 24 Jun 2020 14:31

Course Overview

The Value and Markets course is designed to allow participants to investigate key theories that underpin views about marketing. On the course delegates will be introduced to different approaches, theories and techniques utilised in marketing planning and marketing management. For example, delegates will be introduced to topics including; the characteristics of buyers and buyer behaviour (decision processes and roles), the marketing mix (product, price, place, promotion), services marketing, implementation and control, relationship marketing and international marketing.   

Course Details

Study Type Postgraduate Level 5
Session First Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
  • Dr William Cooper

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

  • Master of Business Administration in Energy Management (Studied)
  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?


What courses cannot be taken with this course?


Are there a limited number of places available?


Course Description

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.

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

  • 1 Seminar during University weeks 17, 19
  • 5 Seminars during University week18

More Information about Week Numbers

In light of Covid-19 and the move to blended learning delivery the assessment information advertised for courses may be subject to change. All updates for first-half session courses will be actioned no later than 1700 (GMT) on 18 September 2020. All updates for second half-session courses will be actioned in advance of second half-session teaching starting. Please check back regularly for updates.

Summative Assessments

Group presentation (20%)

MCQ test (40%)

Individual poster and briefing note (40%)

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome

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