Last modified: 05 Aug 2021 13:04
This course considers marketing as the nexus point of value creation and reputation management. This is integrated with the more traditional view of this function as being responsible for customer and market analysis, product development, branding and communication, and incentivising sales and distribution. The multi-dimensional, dynamic nature of brand and reputation are critically evaluated against the need for organisational control and monitoring. The balance between value creation, co-creation, sustainability and ethics are juxtaposed with the more traditional remit to provide a contemporary understanding of marketing as a core business function.
| Study Type | Postgraduate | Level | 5 |
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| Session | First Sub Session | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
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The ability of marketing functions to deliver data and intelligence on customers, markets and economies is changing at a fast pace and this is facilitated by fast access to trends and information via social media and the internet. Mistakes and poor practice are punished in the marketplace via dynamic media, adding new pressure and additional control dimensions to the job of the marketer. Partnering and co-creation has become a core feature of marketing activity and this often transcends national borders. Creating and sustaining value has become a complex process that depends on adaptive practices and creative processes. This course begins with a critique of the traditional, neo-classical view of marketing and develops a complex critique that synthesizes reputational challenges and fast-moving technology and media to create a deep understanding of how marketing is changing and how effective marketing can be conceptualized and implemented.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 30 | |
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| Assessment Weeks | Feedback Weeks | |||
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 50 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | Word Count | 2000 | ||
| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | An integrated and critical appreciation of the key areas that need to be managed in a competitive operating environment to achieve a marketing orientation. |
| Conceptual | Evaluate | Evaluate and apply marketing tools critically to the analysis of complex issues in marketing. |
| Reflection | Apply | Formulate and apply an effective and relevant information-driven strategic response to work-based reputational challenges. |
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