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BU551H: MARKETING MANAGEMENT (2021-2022)

Last modified: 31 May 2022 13:05


Course Overview

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Course Details

Study Type Postgraduate Level 5
Session Second Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Mr Marcus Thompson

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?

Are there a limited number of places available?

No

Course Description

The course will apply theoretical and practical content to explore the key concepts of marketing management; core competencies, competitive advantage; customer behaviour, competitive analysis and intelligence, relationships in the value chain, planning and portfolio analysis; Segmenting, targeting and positioning; buyer-seller relationships; the marketing mix; organising, implementing the marketing mix; budgeting and controlling; research and the MIS. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Details, including assessment, may be subject to change until 31 July 2022 for 1st half-session courses and 23 December 2022 for 2nd half-session courses.

Contact Teaching Time

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

Teaching Breakdown

  • 1 Lecture during University week26
  • 7 Seminars during University week27
  • 1 Seminar during University week28
  • 2 Workshops during University week27

More Information about Week Numbers


Details, including assessment, may be subject to change until 31 July 2022 for 1st half-session courses and 23 December 2022 for 2nd half-session courses.

Summative Assessments

Alternative Assessment

1500-word Critical Assignment (80%)

Presentation (20%)

 

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
FactualRememberILO’s for this course are available in the course guide.

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