Postgraduate taught 

Management with Marketing MSc

Marketing Management MGT5173

  • Academic Session: 2025-26
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No

Short Description

The course introduces students to core concepts of marketing management, including competitive strategies, customer behaviour and contemporary developments of marketing. Contemporary developments within marketing will be interwoven into the lectures, such as exploring ethics in digital marketing or discussing the role of sustainability in marketing strategies.

 

The structure of this course is as follows; lectures, pre-lecture and post-lecture tasks, tutorials using a case study for debates and discussion, tutorials session whereby students have formative feedback opportunities for their assessment draft. The course introduces international perspectives with a focus on international brands and develops research skills to enhance employability.

 

Timetable

1 hour live lectures X 10 weeks

30 mins to 1 hour of online lecture videos X 10 weeks

2 hour tutorials X 10 weeks

 

Students have set of tasks, such as reading or writing on the Moodle discussion forum, which are set as pre-lecture and post-lecture to consolidate their learning for each week's topics. Asynchronous learning activities such as videos and online lectures support student learning. Educational technologies such as Menti are used to encourage discussion within lectures. Tutorials invite students to participate in discussions and debates based on international brands through group discussion and collaboration.

Excluded Courses

None

Assessment

ILOs

Assessment

Weighting

Word length/duration

1, 3, 4 & 5

Individual Assignment (Poster)

50%

500 words

Course Aims

The aim of the course is to:

■ develop an understanding of core theories/frameworks/concepts  and contemporary issues in marketing

Intended Learning Outcomes of Course

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

1. Evaluate the core and the contemporary issues in marketing and its potential impact on marketing strategy.

2. Analyse the relationship between consumer behavior and marketing practices including pricing, promotion, distribution and product strategies. 

3. Apply competitive positioning strategies, in relation to segmentation, targeting and positioning. 

4. Analyse and appraise the impact of marketing strategies for achieving business goals.

5. Develop independent learning skills.

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.