Biotechnology & Management MSc/PgDip
Marketing Management MGT5274
- Academic Session: 2026-27
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 1
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
The development of the marketing ethos has had a major impact on organisations. Public and private, manufacturing and service, for profit and non-profit, organisations have in the main responded to the challenges of competition by adopting a customer-focused approach to their business. As students of business and management you must be aware of the activities associated with the marketing function and also be able to use the core lessons of marketing in a managerial career.
Timetable
7 x 2 hour lectures
2 x 2 hour tutorials.
Excluded Courses
None
Co-requisites
None
Assessment
1. Written assignment, including essay; Individual; 1700 words; 100%; ILOs 1-5.
Course Aims
To examine ideas and theories about marketing, and to show how these relate to all aspects of the management role.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
1. Explain the role of marketing in the success of a company.
2. Examine consumer buyer behaviour and outline the factors influencing buyer decisions.
3. Demonstrate understanding of the need to differentiate and position offerings in the marketplace.
4. Outline the decisions related to marketing mix (product, price, place, promotion).
5. Effectively analyse marketing situations and identify both the underlying marketing problems and the key marketing decision areas.