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Last modified: 28 Jun 2018 10:27

Course Overview

This course provides students with an overview of the underpinning concepts of marketing, and the requirements for the development of a market oriented organisation. Specifically introduces the basic concepts of buyer behaviour, market research, the marketing mix and the strategic context of marketing. The linkages between marketing and other key functional areas of management, notably operations and human resource management are highlighted by this course, encouraging the adoption of a systems perspective.

Course Details

Study Type Undergraduate Level 2
Session First Sub Session Credit Points 30 credits (15 ECTS credits)
Campus None. Sustained Study No
  • Mr Russell Williams

Qualification Prerequisites


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

  • Any Undergraduate Programme (Studied)

What other courses must be taken with this course?


What courses cannot be taken with this course?

  • MS2004 Managing Customers and Markets (Studied)

Are there a limited number of places available?


Course Description

  1. Marketing Concept: Introduction to key principles underpinning the modern concept of marketing. Comparison with other organisational orientations. Identification of key marketing tasks.
  2. Marketing Environment: Contextualisation of the marketing function. Impact of environmental factors on marketing activities. Relationship between the marketing organisation and its customers. Influences on consumer behaviour.
  3. Marketing Mix: Introduction to the core marketing tools. Address market research, product management, managing distribution, promotion and pricing. Develop an integrated perspective on marketing.
  4. Marketing in Practice: Examines examples of marketing successes and failures. Highlights the centrality of effective information management in the marketing process.

Contact Teaching Time

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

Teaching Breakdown


More Information about Week Numbers

Details, including assessments, may be subject to change until 31 August 2023 for 1st half-session courses and 22 December 2023 for 2nd half-session courses.

Summative Assessments

1st Attempt: 1 two-hour written examination (80%); in-course assessment (20%) consisting of a (10%) group presentation; and a (10%) group report (1,000 words).

Resit: 1 two-hour written examination (100%).

Formative Assessment

This will take place through tutorial discussions and through the in-course assessment.


Students receive written feedback on their written coursework. In-course activities for which submission is encouraged and good practice used as feedback through MyAberdeen.

On a less formal basis, via verbal feedback during tutorial discussions, and after tutorial presentations.

Course Learning Outcomes


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