Module details for Marketing


To provide an introduction to the foundations of Marketing theory.


The aim of this Module is to provide the student with: A deep understanding of the foundations of marketing theory.

Learning Outcomes

By the end of this module the student should be able to:

1.  Relate current observable marketing practice to concepts, theories and managerial issues relating to the management of marketing, particularly elements of the marketing mix.

2.  Develop marketing, predominently the marketing mix, solutions for a specified marketing problem.

Indicative Content

1 The concept of marketing

The nature of marketing and the contemporary marketing concept. The marketing approach highlighting the concept of the marketing mix.

2 The application of marketing

Examining the application of marketing in business, comparing sectors and investigating perspectives of stakeholders.

3 Recent developments in marketing, use and usefulness

Discussing the application of technology and how it has been used to communicate the marketing message.

4 Managing and management in marketing

The influences, issues and decisions involved in developing, implementing and managing marketing in business.

Teaching and Learning Work Loads

For session 2020/21 the expectation is that the teaching and learning hours stated in this descriptor will form a mix of synchronous and asynchronous student/staff activity, with the majority of this being online. The exact pattern of this activity is likely to vary from the standard face-to-face hours listed below but the overall student effort remains the same. Up-to-date information on the delivery of the module can be found on the relevant module MLS site and on your student timetable.

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework 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.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2020/21 , and may be subject to change for future years.