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The course provides students with an understanding of the role of marketing in creating and maintaining customer value and increasing market share of a brand. The course provides insights regarding contemporary issues such as sustainability, ethics, and digitalisation etc., affecting the marketing functions, and relevant critical strategies that reflects a brand’s objective(s). The aim of the course is creating understanding on how marketers effectively plan and control marketing activities. The course provides knowledge that helps students in developing creative and meaningful strategic recommendations and solutions for a brand.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | First Term | 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 is aimed at providing knowledge on the contemporary issues in the marketing environment and how marketers tackle those challenges such that they create better value for stakeholders such as customers. The course also informs how marketing practices can contribute to sustainability and helps in gaining better market share.
The learning content includes:
• The changing Role of Marketing and Value creation
• Marketing Environment
• Marketing Strategy (Segmentation, Targeting, Positioning)
• Marketing Mix
• Brand Management
• Sustainability and Ethics in Marketing
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
5-minute Presentation worth 20% of the overall grade. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Demonstrate a good understanding of marketing concepts and the marketing process. |
| Procedural | Analyse | Review and analyse marketing strategies (e.g., marketing mix or segmentation, targeting and positioning) and demonstrate an understanding on how these can be planned effectively. |
| Procedural | Analyse | Review and analyse the marketing environment and apply course concepts in creating meaningful marketing decisions. |
| Assessment Type | Summative | Weighting | 80 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
1,500-word report excluding diagrams, images, visualisation and infographics. Written feedback. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Create | Review and analyse contemporary issues (e.g., sustainability and ethics in marketing) affecting the marketing functions and demonstrate an understanding of how these can be planned effectively |
| Conceptual | Understand | Demonstrate a good understanding of marketing concepts and the marketing process. |
| Procedural | Analyse | Review and analyse contemporary issues (e.g., sustainability and ethics in marketing) affecting the marketing functions and demonstrate an understanding of how these can be planned effectively |
| Procedural | Analyse | Review and analyse marketing strategies (e.g., marketing mix or segmentation, targeting and positioning) and demonstrate an understanding on how these can be planned effectively. |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Create | Review and analyse contemporary issues (e.g., sustainability and ethics in marketing) affecting the marketing functions and demonstrate an understanding of how these can be planned effectively |
| Procedural | Analyse | Review and analyse contemporary issues (e.g., sustainability and ethics in marketing) affecting the marketing functions and demonstrate an understanding of how these can be planned effectively |
| Procedural | Analyse | Review and analyse marketing strategies (e.g., marketing mix or segmentation, targeting and positioning) and demonstrate an understanding on how these can be planned effectively. |
| Conceptual | Understand | Demonstrate a good understanding of marketing concepts and the marketing process. |
| Procedural | Analyse | Review and analyse the marketing environment and apply course concepts in creating meaningful marketing decisions. |
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