Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Marketing Management MGT5415

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes

Short Description

This core course explores how businesses create value for customers by focussing on the marketing function. The marketing function is described in terms of product policy, channels of distribution, pricing and communications and how these contribute to the development of value, organisational strategy and performance.


This is an online course of 20 credits. This requires 200 hours of student-led learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Seminars and Workshops are synchronous online events which allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with seminars, workshops and other interactive methods of learning and assessment.

Requirements of Entry

Please refer to the current postgraduate prospectus at: 

Excluded Courses






Course Aims

The course takes the theme of 'marketing in action' by developing knowledge and understanding of the marketing function. The nature, purpose and role of marketing in organisational success are examined in relation to market orientation and business performance. The course includes exploration of consumer behaviour, segmentation, targeting, positioning and the marketing mix.

Intended Learning Outcomes of Course

1. Recognise and explain current theory and methodology of marketing to drive strategic marketing decisions in organisations

2. Analyse and appraise marketing theory and methodology in an international and domestic context

3. Critically evaluate and compose market opportunities and identify threats within a range of business contexts

4. Combine marketing expertise with other management functions both inside and outside of a business

5. Apply data analytical skills in marketing and other business environments

6. Apply and evidence high-quality skills in oral and written communication, including presentation/pitch design and delivery

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.