Marketing Management BUS5004

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No

Short Description

The course will introduce MBA students to the concepts and activities associated with the marketing function within an increasingly complex and digital business environment. The course will build students awareness of tools and frameworks of marketing to use in a managerial career involving physical and digital interactions. 

Timetable

This course will be delivered through a series of interactive lectures/workshops over 4-6 weeks in semester 1, with sessions lasting up to 3.5 hours per session. Online materials will support the learning process on a blended approach.

Requirements of Entry

Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/.

Excluded Courses

None

Co-requisites

None

Assessment

ILO

Assessment

Weighting

Length/duration

1, 2

Individual written report

60%

2,000 words

1,3

Group written report

40%

2,000 words

.

Course Aims

The aim of this course is to build student awareness and understanding of both the role of marketing within organisations and the fundamental concepts, tools and frameworks of marketing management, to equip them with the skills to then manage physical and digital marketing interactions across both B2C and B2B environments. 

Intended Learning Outcomes of Course

At the end of this course students will be able to:

 

1. Critically evaluate the strategic role of marketing in organisational success 

2. Assess an existing marketing strategy based on current marketing trends, marketing management frameworks, tools and techniques. 

3. Design and implement a marketing strategy with colleagues.

Minimum Requirement for Award of Credits

The minimum requirement for the award of credits is the submission of at least 75% by weight of the course's summative assessment (including any examinations).