Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2016/7

Summary module description:
This is a foundation module in Marketing. It intends to provide students with an overview of Marketing as an academic subject, a key area of corporate activity and a fundamental component of a business strategy. The module discusses and analyses marketing theories and conceptual frameworks, as well as strategic marketing tools and techniques used in the business world. Students are encouraged to engage actively and critically with the theoretical and empirical contents of the module through interactive lectures and small-group tutorials. Moreover, students are expected to demonstrate an ability to integrate marketing theories, strategic tools and business practice in their coursework and exam papers.
The module addresses the essential analyses required to develop a marketing strategy, including assessing the competitive arena, customers, market trends and organisational capabilities. The core decisions within marketing strategy are explored, including the selection of opportunities to pursue, target market selection, creating a competitive advantage and brand positioning. The execution of a marketing strategy through the ingredients of the marketing mix is also over-viewed. Increasingly leadership teams of businesses are harnessing these marketing analyses and marketing strategy concepts, as they seek to update their corporate strategies, enhance shareholder value and strive to compete successfully in growth markets.

This module is delivered at University of Reading, and University of Reading Malaysia.

Aims:
The module intends to enable students to engage actively and critically with the main theories in Marketing and with the strategic marketing tools and techniques used in the business environment.

Assessable learning outcomes:
By the end of the module students will be able to:
- Understand the role of marketing in a broad economic and social context;
- Understand and relate marketing concepts to the world of business through the use of cases;
- Understand the importance of marketing techniques for firms within the marketplace;
- Demonstrate an ability to use the key marketing tools;

Additional outcomes:
The module also aims to encourage the development of oral communication skills and the students? effectiveness in group situations. Structured activities are designed to develop analytical skills, abilities to construct original arguments and independent learning. Students are encouraged to develop additional IT skills by use of relevant web resources and communication techniques, including Blackboard.

Outline content:
Approaches to Marketing; Researching the Marketing Environment; Understanding Competition and Customers; Opportunity Selection; Segmentation, Targeting and Positioning; Brand Strategy; Products, Place and Channels, Price, and Integrated Marketing Communication; Marketing Metrics.

Brief description of teaching and learning methods:
The module includes lectures and small group tutorials. The main topics of the syllabus will be covered in the lectures. Students are encouraged to familiarise themselves with key readings and contribute to the lectures, sharing their ideas and relevant internship/work experience. Tutorials consist of small-group discussions and presentations. Topics for presentations and discussions are set in advance by the module convenor and are researched, discussed and presented by students in groups. Seminars offer an opportunity to provide students with formative feedback on their presentations and understanding of the topics.

Contact hours:
Lectures 20
Tutorials 3
Guided independent study 177
Total hours by term 200

Summative Assessment Methods
Written Exam 70%
Written Assignment Including Essay 30%

Other information on summative assessment:
Formative assessment methods:
Formative feedback will be given for presentations and discussions in the lectures and tutorials;

Length of examination:
2 hours.

Requirements for a pass:
A minimum mark of 40%

Reassessment arrangements:
By examination only, in August/September.