MBA Marketing

Edinburgh Business School, Heriot Watt University

Edinburgh Business School (EBS) is the graduate school of business of Heriot Watt University. EBS enjoys a worldwide recognition in its MBA programme. Heriot-Watt University, founded in 1824, is one of the most established University in the United Kingdom (UK). It was awarded the Royal Charter in 1966, the highest level of accreditation for educational institutions in the UK.

EBS has generated over 9,000 MBA students in the last decades and has student networks across 150 countries. In recognition of its success, the program was awarded the 1994 Queen's Award for Export Achievement, an award that it received for the second time in 1999.

For General MBA Marketing(7 core modules from List A + 4 elective modules from List B)

Program Options

1. Full-time MBA

2. Part-time MBA

Entry Requirements

• A Bachelor Degree, OR
• Professional qualification (Eg. ACCA, CIMA, AIA, CIM etc.) OR
• Access Route (Pass in 3 modules at least 1 must be a core module)

Assessment

Each module is assessed by a 3 hour written examination. Students are permitted a maximum of two examination attempts for each module.

All scripts are graded by Heriot-Watt University examiners and are subjected to review by external examiners from other leading UK Universities.

Fee Structure

All prices are subject to prevailing Goods & Service Tax (GST) of 7%

Examination Period

Exams are held every June and December each year. (Registration of exam closes 1st March for the June Exam and 1st September for the December exam.)

Achieving Milestones Along The Way

Intermediate postgraduate awards can be collected en route to your final MBA degree. Edinburgh Business School offers the awards shown in the diagram.

• Certificate of Achievement awarded - For every module passed
• Postgraduate Certificate in Business awarded - Passed 3 modules (include 1 core)
• Postgraduate Diploma in Business Administration awarded - Passed 6 modules (include 1 core)

CORE MODULE SYNOPSIS FROM LIST A

Accounting
The thrust of the Accounting course is managerial in nature. A successful manager needs to cut through the information system to reach the accounting numbers that really matter, i.e. those that could influence a decision. But first the manager must understand how these numbers are put together before being in a position to spot which ones are critical. The course will provide you with the background and the cutting tools. The mystique surrounding accounting will be removed!

Economics
The objective of the microeconomics section is twofold: to spell out the strengths and weaknesses of the free enterprise system in a politically unbiased fashion and to highlight the economic principles and tools essential for rational decision making in a company. Major microeconomics topics include: economic concepts, issues and tools; the price mechanism; demand; productivity, costs and supply; markets, economic efficiency; organisation of industries; public goods and externalities; income distribution; international trade and exchange rates. The objective of the macroeconomics section is to clarify the national and international economic environment within which firms operate. It is concerned with inflation, unemployment, exchange rates and the potential impact of monetary and fiscal policies. Major macroeconomics topics include: national output, expenditure and income; potential, real and money gross national product; fiscal policy and the multiplier; investment expenditure.

Finance
The principal objective of the course is to capture the most important modern ideas in corporate finance. It has been structured as a logical progression of ideas, starting at a rudimentary level and progressing to an advanced level of financial sophistication, Finance is a theoretical subject with important applications to decision making. It establishes the link between company decision-making and the operation of capital markets.

Marketing
The course deals with the marketing management process, focusing particularly on the steps in the analytical and decision - making process involved in formulating, implementing and controlling a strategic marketing programme for a given product-market entry.

Organisational Behaviour
The objective of the course is to provide students with an understanding of the importance of individual differences, work attitudes and their antecedents and consequences, and the role of process and content theories of employee motivation and performance. These are the fundamental aspects of human behaviour in work settings.

Project Management
Project Management tools and techniques are amongst the most widely used in managing change. Whether a bunch of materials and resources are being changed into a house or some other construction, a cultural change initiative is being undertaken, an IT system is being developed and implemented or a wide range of other changes are being pursued, project management tools and techniques are likely to be employed to provide control and completeness from inception through to implementation. The aim of this course is to provide participants with an understanding of the main elements of project management. It will consider the organisational and people issues surrounding projects and will give a practical insight into project management tools and techniques. Finally, the course will look at the functional and general management skills and knowledge required by successful project managers today.

Strategic Planning
Strategic Planning is a process which involves setting company objectives, choosing among alternative courses of action, allocating resources and evaluating outcomes. While Strategic Planning is an evolving subject, it is firmly based on the concepts and ideas developed in other compulsory courses. The course aims to demonstrate how these ideas and concepts can be applied within a Strategic Planning framework; while there are no 'correct' answers to strategy issues, the Strategic Planning approach provides a structure within which complex problems can be resolved.

ELECTIVE MODULE SYNOPSIS FROM LIST B

Consumer Behaviour
Consumer behaviour is something we all engage in every day. We buy and use goods and services constantly - to eat, to wear, to read, to watch, to play, to travel in, to keep us healthy, to make us wealthy and, if not wise, at least better educated. The prevalence of consumption is such that we are often unaware of its importance in shaping our lives and this elective adopts a psychological approach to its subject matter. Exploring the implication this view of consumer behaviour has both for individual consumers and for marketers provides us with the major objectives of the course. Why consumers buy what they buy and how they respond to marketing and advertising influences are the crucial issues dealt with in this course.

International Marketing
The economic, political and social changes that have occurred over the last decade have dramatically altered the landscape of global businesses. Emerging economies hold the promise of huge markets in the future and in the mature markets of the industrialised world opportunity and challenge abound as consumers' tastes become more sophisticated and complex. As global economic growth occurs, understanding marketing in all cultures is increasingly important. This elective addresses global issues and describes concepts relevant to all international marketers. Emphasis is placed on the strategic implications of competition in different national markets. The course provides an approach and framework for identifying and analysing the key cultural and environmental characteristics of any nation or global region and highlights the importance of viewing international marketing management from a global perspective.

Marketing Channels
Channel relationships are increasingly important in creating market value and sustainable competitive advantage. This elective provides an up to date perspective of the relationships among marketing channels using the Channel Relationship Model (CRM). Issues considered include challenges and opportunities in the external channel environment, behavioural issues that beset channel relationships (internal channel environment), co-ordinations, conflict, co-operation, the economics of exchange and the development of channel relationships including the implication of acquiring strategic partners.

Marketing Research
The marketing research elective aims to provide students with a solid understanding of the marketing research process as well as the practical skills necessary to undertake marketing research of both a qualitative and quantitative nature, Detailed consideration is given to data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis of this course is on solving marketing problems using marketing research. Extensive case study material provides insights into the problems and practical applications of the research techniques.

Negotiation
Negotiation is one of several means available to managers to assist in the making of decisions. It is neither superior nor inferior to other forms of decision-making - it is appropriate in some circumstances but not in others. Deciding when it is appropriate to turn to negotiation, or away from it, is only part of the complexity of management. The course aims to provide a thorough grounding in the science and practice of negotiation. Various academic disciplines (economics, psychology, sociology, politics, anthropology and mathematics) have researched negotiation from their particular standpoints and much of this material forms the basis for the scientific analysis of negotiation.

Sales Force Management
An integrated approach to sales management has a direct effect on sales performance. As well as providing a thorough and up-to-date overview of the accumulated theory and research evidence relevant to sales force management, this elective considers sales force management from a strategic perspective. Practical actions which sales managers can take to direct, influence and control sales staff are examined together with implementation issues including sales force recruitment and selection, sales training, motivation and reward. Evaluation and control of sales programmes are also key aspects of the course.

Updated Jan 2008

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