MN5471 Marketing: Principles and Practice

Academic year

2024 to 2025 Semester 1

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

20

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Availability restrictions

Not available as an optional module for any programme.

Planned timetable

To be arranged.

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Dr S Liu

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Dr Shuting Liu

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

Marketing is a pervasive social phenomenon, influencing our perceptions and behaviours. We are all in daily contact with the marketing activities of firms, governments and a range of other organisation sand we have all observed and experienced aspects of marketing practice throughout our daily lives. Adopting primarily a managerial perspective, this module will offer a critical review of current theory and practice and look at how marketing is evolving in light of changes to the business context. This module will introduce students to the nature and scope of marketing and its role in society. The importance of identifying, understanding and satisfying customers will be highlighted and approaches to segmenting markets and identifying target market swill be reviewed. Marketing activities will be considered within the context of the marketing mix and other managerially-determined variables. The importance of marketing research and the associated processes will be discussed.

Assessment pattern

100% coursework

Re-assessment

100% coursework

Learning and teaching methods and delivery

Weekly contact

3 Hour combined Lecture and Seminar (x 10 weeks). 1 x 2 hour consultation (x 11 weeks) optional

Scheduled learning hours

30

The number of compulsory student:staff contact hours over the period of the module.

Guided independent study hours

170

The number of hours that students are expected to invest in independent study over the period of the module.

Intended learning outcomes

  • Explain and examine critically concepts, models and theories relevant to marketing management
  • Explain and examine critically the major influences and decisions involved in the management of the marketing mix
  • Apply relevant knowledge and understanding to the critical analysis and creative solution of problems in marketing
  • Develop skills to effectively communicate their analysis and solutions both orally and in writing to a range of audiences