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Last modified: 10 Aug 2022 11:10

Course Overview

The course will apply theoretical and practical content to explore the key concepts of Marketing in Management to provide students with an understanding of, coordinating and controlling marketing activities. A key theme running throughout the course is the importance of creating customer value. The aim is to provide you with an understanding of the role of marketing and relevant critical strategies in establishing, developing and maintaining customer value.

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 Huda Khan

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

  • Any Postgraduate Programme
  • One of MRes Business Research or MSc Environmental Partnership Management or MSc International Business Management or MSc Marketing Management or Master Of Science In Cultural And Creative Communication or Mlitt In Film, Visual Culture & Arts Management (September Start) or Master of Science Professional Communication or MSc in Global It Entrepreneurship (Software Engineering) (Sept St)

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

The course is a core component of the MSc in Marketing Management. The course runs on block mode. You have a preparatory (reading and activity week), a teaching week and an assessment week.

The learning content will include:

  • The changing role of Marketing
  • Marketing Environments
  • Marketing Strategy (Segmentation, Targeting, Positioning)
  • Marketing Mix and Brand Management
  • Sustainability and Ethics in Marketing

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

  • 4 Lectures during University week9
  • 1 Seminar during University weeks 8, 10
  • 4 Workshops during University week9

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

Individual assignment (80%)

Group presentation (20%)


Resit: report (100%)

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
ConceptualApplyDemonstrate a good understanding of the marketing concepts and marketing process
ConceptualUnderstandExplore the importance of understanding the marketplace and consumers
ConceptualEvaluateUnderstand and evaluate the segmentation, targeting and positioning process
ConceptualApplyUnderstand the key elements of the ‘marketing mix’ and demonstrate how they are used to deliver customer value
ConceptualUnderstandReflect on contemporary issues affecting the marketing function and explore their potential impact

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