This course provides students with the theoretical foundations of marketing along with an added appreciation of the skills required in solving analytical and practical marketing problems.
Students will consider the use and application of management science techniques in a variety of marketing and business contexts through participation in courses in marketing management, marketing decision analysis, business statistics and forecasting, marketing research methods, and more advanced applications in credit risk management, problem solving and spreadsheet modelling skills and data mining.
This practical application of quantitative marketing, taught alongside the theoretical underpinnings of marketing aptly prepares students for careers as market analysts, business consultants, database managers and marketing researchers.
Learning will primarily be through lectures, set reading, class discussions, exercises, group-work assignments, problem solving in tutorials and case studies. Assessment methods include examinations, assignments, presentations or continuous assessment.
Students who follow this programme will:
develop a critical appreciation of marketing and management science from both academic and practitioner perspectives gain an in-depth understanding of the theoretical foundations of marketing and the application of business modelling in marketing management, the analysis of marketing decisions, business statistics and forecasting, and marketing research methods develop the competence and creativity to address marketing and business problems using a range of business analysis techniques through flexible, adaptable and innovative approaches acquire an understanding of how to undertake qualitative and quantitative research and apply this knowledge in the context of a major study such as a dissertation interact and study with a range of students and practice multiple management skills, including communication, independent action and teamwork develop transferable intellectual and study skills which will encourage a positive attitude to continuing personal development and lifelong learning
A UK first-class or 2:1 honours degree from a good university in one of the subjects below, or an equivalent overseas qualification. An undergraduate degree in a business or management related subject is normally required. Candidates with degrees in science, mathematics, engineering, informatics or statistics will also be considered. Candidates with a very good Honours degree in a numerate or quantitative subject area or relevant business experience will be considered on an individual basis. Applications from mature students with significant marketing management experience or acceptable professional qualifications will be considered on an individual basis.
Recipient: University of Edinburgh
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