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BU5553: STRATEGIC MARKETING (2022-2023)

Last modified: 31 May 2022 13:23


Course Overview

The course aims to provide participants with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation.

On completion of the course students will be able to:

1. Critique the key principles and concepts of marketing.

2. Evaluate the role of marketing to modern organisations in private and public sectors.

3. Understand the integration of the marketing function with other organisational functions.

4. Assess the role of identified marketing techniques

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
  • Dr William Cooper

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

  • One of Master of Business Administration (P/T) or Master of Business Administration or Master of Business Administration (Human Resource Man't) or MSc in Real Estate (Commercial Option) or MSc in Real Estate (International Option) or Master of Business Administration in Finance or Master Of Business Administration In Business Analytics or Master of Letters in Art and Business

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

This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.


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 Seminar during University weeks 29, 31
  • 5 Seminars during University week30

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

Business Case (50%)

1,000-word Reflective Review (50%)

Alternative Resit Assessment

Resit failed element.

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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