Marketing (MSc)

Please note January start programmes span 1 calendar year (12 months, January to December), but run over 2 academic years (September to August):

Stages 1 and 2 span January-August of your starting academic year.

Stage 3 spans September to December of the 2nd academic year.

Stage 1: Compulsory Courses

Getting Started at the University of Aberdeen (PD5506)

This course, which is prescribed for all taught postgraduate students, is studied entirely online, is studied entirely online, takes approximately 2-3 hours to complete and can be taken in one sitting, or spread across the first 4 weeks of term.

Topics include University orientation overview, equality & diversity, MySkills, health, safety and cyber security, and academic integrity.

Successful completion of this course will be recorded on your Transcript as ‘Achieved’.

Detailed course information

Marketing Management (BU551H)

15 Credit Points

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. 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.

Detailed course information

Strategic Marketing (BU5553)

15 Credit Points

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

Detailed course information

Consumer Behaviour (BU556B)

15 Credit Points

This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. At the end of the course students will have an understanding of:

- The activities individuals undertake when obtaining, consuming and disposing of products and services

- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.

- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.

- This will be achieved through a combination of lectures, seminars and directed private study.

Detailed course information

Research Practice (BU5583)

15 Credit Points

This course introduces students to what is involved in undertaking business research in practice. Within lectures, tutorials and workshops students will develop an understanding of: Information retrieval and critical analysis; Philosophical issues in the construction of knowledge; Accessing and gathering quantitative and qualitative data; Data analysis; Student/Supervisor expectations.

Detailed course information

Stage 2: Compulsory Courses

Marketing Dissertation (BU596G)

60 Credit Points

This course enables students to develop a nuanced understanding of a topic of their choice that is related to marketing management and to create an individual piece of research.

Detailed course information

Stage 3: Compulsory Courses

Marketing Communications (BU506D)

15 Credit Points

Through a combination of lectures, tutorials, workshops, debates and in-course assessment, this course encourages students to critically reflect upon: Social theory and its relevance to marketing communications; Concepts and contemporary thought within the practice of marketing communication; expressive practice.

Detailed course information

Digital Marketing (BU506E)

15 Credit Points

The course provides both a strategic orientation and tactical orientation:

Strategic:

§ How to align digital strategy with a wider business strategy

§ The value that (internal and external) research and analytics can bring to digital marketing decisions

Tactical:

§ Assess the quality of any website based on a range of important measures

§ Benchmark a website’s performance against online competitors

§ Investigate the potential of a business idea for a given market sector

§ Present digital marketing research and advice to a generalist audience

§ Understand the potential commercial value of social media

§ Interpret onsite analytics in support of business objectives

Detailed course information

New Product and Service Development (BU506F)

15 Credit Points

Innovation is at the forefront of much of the current economic and political debate to improve the competitiveness of economies and firms. This course will focus on the role of new product development in enabling firms to generate competitive advantage, and the types of problems faced by firms in their innovation management. In particular this course blends the perspectives of marketing, design and manufacturing into a single approach to product development. It provides students with an appreciation for the realities of industrial practice and introduces sets of product development methods that can be put into immediate practice on development projects.

Detailed course information

International Marketing (BU501Y)

15 Credit Points

The course is designed to enrich student’s knowledge on how to market a business in international environment. The objective of the course is to inform students ability to analyse international environment and develop relevant marketing plan and strategies for a successful business.

Detailed course information