Form C4
Heriot-Watt University - Course Descriptor
1. Course
Code
5. School
C11MG
2. Course
Title
Management and Languages
7. Delivery:
Location &
Semester
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Approved Learning Partner
Sem 1
Sem….
Sem………..
Sem 1…..
Sem….
Name…………………….....Sem..…...
Name …………………………………Sem………..
8. Pre-requisites
None
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
11. Replacement Courses
None
Code:
Marketing
3. SCQF 11
4. Credits
Level
6. Course
Dr Chris Dodd
Co-ordinator
12. Degrees for which
this is a core course
Date Of Replacement:
13. The course may be
delivered to:
15. Aims




UG only
PG only
UG & PG
15
C1E7/MKG MSc/PGDip/Cert International Business Management with Marketing
C187/HRM MSc/PGDip/Cert International Business Management with HRM
C1G7/FIN MSc/PGDip/Cert International Business Management with Finance
C167/IBL MSc/PGDip/Cert International Business Management with Logistics
C1F7/IBS MSc/PGDip/Cert International Business Management with Sustainability
Management
14. Available as an Elective?
Yes
No
To provide an overview of the value and scope of marketing.
To critically evaluate and contrast the principles of marketing theory and practice.
To examine and develop understanding of the role of marketing within the marketing environment and its applications in a business context.
To highlight the nature and role of marketing activities within a competitive environment.
To apply critical thinking and judgement to contemporary marketing issues .

16. Syllabus
The core syllabus frames understanding within the core areas of marketing strategy (research, consumers and segments) before exploring managerial issues related to the marketing mix.

What is Marketing? Defining and Understanding Marketing.

Marketing Research

Consumer Behaviour

Segmentation, Targeting and Positioning

Creating and Managing Products

Pricing Decisions

Retail and Distribution

Promotion
The core syllabus may be supplemented by information in the areas of:

Industrial v Consumer Marketing

Services Marketing

Marketing Strategy

E-Marketing

Marketing and Consumer Ethics
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Form C4
Heriot-Watt University - Course Descriptor
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
Understanding, Knowledge and Subject-Specific Skills






Understanding of the marketing concept and appreciation of its value and function within the wider business environment.
Critical appreciation of the theory and practice of marketing
Understanding of the core activities of marketing and the ability to critically appraise the theory that drives this practice (vice versa).
Critical appreciation of the decisions faced by marketing managers.
Understanding of the practicalities of researching within this sector through completion individual and team-based projects.
Ability to independently search, collate and evaluate a range of literature from both academic and practitioner sources (both online and
offline)
Personal Abilities
Cognitive skills, Core skills and Professional Awareness







Develop and enhance individual and team-based communication, decision-taking, analytical and problem solving skills.
Ability to transfer theoretical and practical problem solving skills to identify solutions for marketing relevant contexts.
Develop and demonstrate ICT capabilities through both verbal and written means of presentation.
Develop awareness of professional affiliations and their value within marketing networks.
Develop ability to work independently and as part of a small group.
Develop ability to interpret and report information from subject/sector specific communications.
Develop understanding of key processes that accompany the marketing activities covered within the syllabus.
18. Assessment Methods
Method
19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Examination
20. Date and Version
Date of Proposal
April 2011
3 hours
Duration of Exam
Diet(s)
(if applicable)
50%
50%
Date of Approval by
School Committee
Examination
Date of
Implementation
September 2011
3 hours
Version
Number
2/2
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