MSc Marketing / Course details

The module aims to introduce students with no previous experience of the discipline of marketing to its role in the overall management process, principally at a strategic but also at an operational level.  For students who have some experience of the subject, to reinforce their knowledge base.  For all students, to offer a range of ideas, some of which have been formulated as a result of recent research in the School.

BMAN73991 Programme Req: BMAN73991 is only available as a core unit to students on MSc Marketing

To provide an understanding of marketing theory and principles, such as the marketing mix.

By the end of the course students should be able to:

• Provide a critical analysis of the various marketing principles. They should demonstrate this verbally, during class discussions, and in their written work.
• Discuss how marketing fits into the overall business process.
• Understand the constraints and challenges that marketing faces.
• Understand that there are a variety of possible tools and tactics that can be used in marketing

• The nature of marketing
• Global Marketing Environment
• Consumer and Business Markets
• Value through products and services
• Value through pricing
• Marketing Channels and distribution
• Marketing Communication
• Segmentation, targeting and positioning
• Critical review of the Marketing Mix

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

60% 2,000 word essay

40% 4 in-class on-line tests worth 10% each

Written, verbally during class and via Blackboard.

Kotler, P. and Keller, K.L. (2016). Marketing Management, 15^th Edition, Pearson Education. (on-line

Informal Contact Methods

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions