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BU54EL: MARKETING, REPUTATION AND VALUE (2020-2021)

Last modified: 06 Oct 2020 16:20


Course Overview

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.

Course Details

Study Type Postgraduate Level 5
Session First Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Dr Ian Robson

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

  • Any Postgraduate 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?

No

Course Description

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.


Contact Teaching Time

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

Teaching Breakdown

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

Reflective Report

Assessment Type Summative Weighting 30
Assessment Weeks Feedback Weeks

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Feedback
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

Essay

Assessment Type Summative Weighting 50
Assessment Weeks Feedback Weeks

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Feedback 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

Report: Group

Assessment Type Summative Weighting 20
Assessment Weeks Feedback Weeks

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Feedback
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

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
ConceptualUnderstandAn integrated and critical appreciation of the key areas that need to be managed in a competitive operating environment to achieve a marketing orientation.
ConceptualEvaluateEvaluate and apply marketing tools critically to the analysis of complex issues in marketing.
ReflectionApplyFormulate and apply an effective and relevant information-driven strategic response to work-based reputational challenges.

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