Form C4
1. Course
Code
Heriot-Watt University - Course Descriptor
C18FO
2. Course
Marketing Perspectives
Title
School of Management and Languages
3. SCQF 8
4. Credits
Level
6. Course
Dr Andrew MacLaren
Co-ordinator
5. School
7. Delivery:
Location &
Semester
Edin
SBC
Orkney
Dubai
Sem…2
Sem…….
Sem………..
Sem
8. Pre-requisites
None
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
None
11. Replacement Courses
Code:
2..
IDL
Collaborative Partner
Approved Learning Partner
Sem…2
Name…………………….....Sem..…...
Name ……See attached list …Sem 2…..
None
12. Degrees for which
this is a core course
Date Of Replacement:
13. The course may be
delivered to:
15
UG only
PG only
UG & PG
MA Business Management with Marketing C13-MWM
14. Available as an Elective?
Yes
No
15. Aims
This course aims to provide a critical perspective on marketing practice. Students will be encouraged to critically reflect on marketing activity in a range of business
sectors and contexts (both UK and international). The course reading, lectures and tutorials combine to develop awareness of a range contemporary marketing
problems and solutions.
16. Syllabus
The syllabus draws from a range of topics including but not limited to:





Services Marketing
Internet Marketing
Non-Profit Marketing
Customer Relationship Marketing
Marketing Ethics
The course will critically examine marketing in practice. A range of marketing contexts and sectors will be used to evaluate and debate the adequacy of basic marketing
concepts.
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Form C4
Heriot-Watt University - Course Descriptor
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
Personal Abilities
Understanding, Knowledge and Cognitive
Skills
Students should be able to:
 define and explain the marketing terms
and concepts addressed in this course
 apply marketing principles and
theoretical concepts to distinct
business contexts
 critically evaluate marketing activities
and marketing programmes
 demonstrate a knowledge of current
marketing issues and problems faced
by organisations
 understand the issues involved in the
implementation of marketing
programme
Scholarship, Enquiry and Research (Research-Informed Learning)
Industrial, Commercial & Professional Practice
After completing the course students should be
able to
 demonstrate a critical appreciation of
trends in marketing activity
 transfer theoretical and practical
problem-solving skills to generate
solutions for problems identified within
various marketing contexts
Students should be able to:



transfer theoretical and practical problem-solving skills to the various international
marketing contexts provided in the course through group-based case study
analysis
undertake independent research of trends within identified industry sectors to
prepare an individual written report
undertake independent reading and evaluation of a range of academic and
practitioner literature both on and offline to provide an individual written report
Autonomy, Accountability & Working with Others
After completing the course students should be
able to
 work effectively as part of a small group
 work effectively independently to fulfil
individual coursework assignments
18. Assessment Methods
Method
Communication, Numeracy & ICT
After completing the course
students should be able to
 communicate and present
ideas effectively by verbal
and written means
 be able to use ICT
resources to produce
presentations,
communicate and gather
information
19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Examination
ALPs only: Examination
20. Date and Version
Date of Proposal
February 2013
Two Hours
Two Hours
Duration of Exam
Diet(s)
(if applicable)
50%
50%
Date of Approval by
School Committee
Examination
Two Hours
Resit
Examination
Two Hours
Resit
Date of
Implementation
September 2013
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