Business & Management MA(SocSci)/BSc/LLB/MA

Introduction to Marketing MGT1021

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 1 (SCQF level 7)
  • Typically Offered: Semester 2
  • Available to Visiting Students: Yes
  • Available to Erasmus Students: Yes

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.


Lectures: Friday (10.00-12.00pm) (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.

Excluded Courses



A group project portfolio (40%)

An individual short essay 'blog' (40%)

An individual online open-book multiple-choice test (20%)


Intended Learning Outcomes




Group project portfolio



Short essay (600 words)



Online open-book multiple-choice test



ILO6 is assessed by attendance in tutorials. Absence of more than one session from tutorials with no acceptable excuse will result in reduction of 1 grade per absence as long as it does not result in a fail grade.

Are reassessment opportunities available for all summative assessments? No

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non-Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below.


Reassessment opportunities are provided in accordance with School policy as applied to assessed groupwork.

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 digital marketing or international trends.

Intended Learning Outcomes of Course

On completion of the course, students should be able to:


1. Explain the importance of marketing practice, research and planning to the success of an organisation

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

3. Examine key characteristics of buyer behaviour and approaches to segmentation, targeting and positioning

4. Identify the elements of the marketing mix and justify their use in contemporary marketing contexts

5. Work effectively in a group to deliver a group-based marketing project that responds to current trends in marketing practice

6. Demonstrate engagement in learning and work-based activities.

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.