The aims of this programme will allow learners to:

• Gain a sound and coherent foundation in marketing, such that they will be able to define and execute practical marketing interventions that exist in professional practice
• Synthesize and critically evaluate theoretical frameworks of strategic marketing, business ethics, designand innovation as applied to marketing
• Demonstrate an understanding of the practical value of these frameworks in a range of strategic business situations
• Create frameworks for understanding and analysing marketing processes in diverse organisational types, encountering different and changing marketing environments
• Develop practical research and analytical capabilities in the context of market-driven strategy, and in particular in the formulation of value propositions in provider-customer relationships
• Review, modify, synthesize and apply transferable marketing concepts and skills in the management of product and market development, in particular from the strategic perspective
• Critically assess market-sourced data and information from a variety of organisations and use this for strategic marketing and decision-making
• Evaluate a variety of creative approaches to product and service design, creativity and innovation that may contribute to organisational wealth

SCQF stands for the Scottish Credit and Qualifications Framework. It is a framework designed to help individuals understand and compare qualifications and learning experiences in Scotland. The framework helps learners to make informed decisions about their education and training, and provides a way for employers and educational institutions to understand the level and content of qualifications.

Overall, the SCQF provides a transparent and flexible way to understand and compare qualifications and learning experiences in Scotland.