Marketing for business success

In highly competitive markets the success or failure of a product or service may be determined by the marketing decisions you take. This course will help you make the right ones.

Topics covered
  • The Marketing Management Process.
  • The Marketing Implications of Corporate and Business Strategies.
  • Understanding Market Opportunities.
  • Understanding Consumer Buying Behaviour.
  • Understanding Business Markets and Buying Behaviour.
  • Measuring Market Opportunities: Forecasting and Market Knowledge.
  • Targeting Attractive Market Segments.
  • Differentiation and Brand Positioning.
  • Product Decisions.
  • Pricing Decisions.
  • Distribution Channel Decisions.
  • Integrated Promotion Decisions.
  • Digital Marketing Decisions.
  • Marketing Strategies for New Market Entries.
  • Strategies for Growth Markets.
  • Strategies for Mature and Declining Markets.
  • Organising and Planning for Effective Implementation.
  • Measuring and Delivering Marketing Performance.

Dr Barbara Jamieson introduces Marketing

Marketing is one of seven core courses on our MBA.

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

Download the course pdf

Try our student portal site

This is where you organise your studies; where you book exams, order courses and generally keep on top of things.

The username and password are: demo

Go to the student portal

Join the conversation

Vist our open Facebook group

Our students have lots to say about studying, the Edinburgh Business School experience and life in general.
Drop-in to see what they’re saying...

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Course development

This course is available for purchase from now and until 31 July 2021, and examinations are offered until June 2023.

If you’re thinking about starting today you’ll study our Marketing course, as outlined here.

If you’re looking to begin studying from 2020, you’ll be able to choose our new course, Strategic Marketing. 

Both courses are equivalent and transferrable, so your choice today won’t affect your award.

Why change? We’re in the process of moving to a new learning platform which will give you more interactive learning opportunities and newly designed courses.

'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.

Relevant Programmes

This course is available on the following programmes

All Programmes