Last modified: 10 Aug 2022 11:10
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.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Session | Second Sub Session | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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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:
Information on contact teaching time is available from the course guide.
Alternative Assessment
1500-word Critical Assignment (80%)
Presentation (20%)
There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Demonstrate a good understanding of the marketing concepts and marketing process |
| Conceptual | Understand | Explore the importance of understanding the marketplace and consumers |
| Conceptual | Evaluate | Understand and evaluate the segmentation, targeting and positioning process |
| Conceptual | Apply | Understand the key elements of the ‘marketing mix’ and demonstrate how they are used to deliver customer value |
| Conceptual | Understand | Reflect on contemporary issues affecting the marketing function and explore their potential impact |
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