Introduction to Marketing MGT1021

  • Academic Session: 2025-26
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 1 (SCQF level 7)
  • Typically Offered: Semester 1
  • Available to Visiting Students: Yes
  • Collaborative Online International Learning: No

Short Description

MGT1021, Introduction to Marketing, is one of four 10-credit courses which comprise level 1 study in Business and Management. Students will complete all four courses (40 credits in total) and achieve a minimum of grade D3 in each in order to progress to Level 2 study in Business and Management.

 

The course aims to introduce the core concepts of marketing providing foundations for further study of advanced marketing courses.

Timetable

Lectures: Friday (09.00-11.00pm) (1 x 2hr lectures x 10 weeks)
Tutorials: 1 x 1hr tutorials x 5 weeks

Tutorials are held at various times and can be selected on MyCampus.

Requirements of Entry

None.

Excluded Courses

Introduction to Management (MGT1005)

Introduction to Entrepreneurship (MGT1003)

Assessment

Intended Learning Outcomes

Assessment

Weighting

Word Count

Course Aims

The course aims to introduce the core concepts of marketing providing foundations for further study of advanced marketing courses. The aim is to make clear connections between theory and management practice using contemporary examples and applications. The course begins with an introduction to marketing concepts and an overview of fundamentals of competitive analysis including buyer behaviour, segmentation, competitor analysis and marketing research. The second part of the course considers marketing strategies including the concepts of positioning, targeting and marketing mix decisions. The final part examines topical issues in modern marketing such as marketing ethics and social marketing.

Intended Learning Outcomes of Course

By the end of the course, students should be able to:

 

1. Examine key marketing theories and their application to contemporary marketing practice.

2. Analyse the levels of the marketing environment and their impact on marketing decision-making.

3. Evaluate different marketing strategies and tactics for effective marketing practice.

4. Collaborate in groups to produce marketing recommendations by applying and synthesizing relevant marketing theories to contemporary practice.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.