Marketing Management MGT5299
- 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
The development of the marketing ethos has had a major impact on organisations. Public and private, manufacturing and service, for profit and non-profit, organisations have in the main responded to the challenges of competition by adopting a customer-focused approach to their business. As students of business and management you must be aware of the activities associated with the marketing function and also be able to use the core lessons of marketing in a managerial career.
14 hours of lectures and 4 hours of tutorials
The course will be assessed by a written assignment, in which students are asked to write 3,000 words on a practical aspect of a marketing topic.
To examine ideas and theories about marketing, and to show how these relate to all aspects of the management role.
Intended Learning Outcomes of Course
By the end of this course, students should be able to:
â¢ Explain the role of marketing in the success of a company
â¢ Examine consumer buyer behaviour, and outline the factors influencing buyer decisions
â¢ Demonstrate understanding of the need to differentiate and position offerings in the marketplace
â¢ Outline the decisions related to marketing mix (product, price, place, promotion)
â¢Effectively analyse marketing situations and identify both the underlying marketing problems and the key marketing decision areas
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.