Marketing Management

University of Reading

Course Description

  • Course Name

    Marketing Management

  • Host University

    University of Reading

  • Location

    Reading, England

  • Area of Study

    Agriculture

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    5
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4

  • Overview

    Module Provider: Agr and Food Econ
    Number of credits: 10 [5 ECTS credits]
    Level:5
    Terms in which taught: Spring term module
    Pre-requisites: AP1EM1 Introduction to Marketing
    Non-modular pre-requisites:
    Co-requisites:
    Modules excluded:
    Module version for: 2016/7
    Summary module description:
    Aims:
    NOTE: Students are split into groups at the start of the first lecture and will also be expected to register for the business simulation. It is very important that students attend the first lecture or it may not be possible to allocate them a group for the simulation.
    Aims:
    Marketing Management focuses on marketing decisions taken by an organisation.The aim of the course is for students to appreciate what decisions need to be taken by a marketing department and how those decisions might be taken. They need to understand the interdependence of marketing decisions and the role that the external environment plays in giving opportunities and in throwing-up constraints.
    Assessable learning outcomes:
    Students will be working in teams and taking part in a computer simulated marketing exercise. During the course of the simulation students will need to analyze the external environment and use this analysis in order to justify marketing decisions about price, distribution, advertising, promotion and the deployment of sales staff. The simulation is competitive in that each team is competing against some hypothetical competitors and trying to improve upon the performance of their fellow students. However, whilst there is a small prize for the team that makes the most profit, the students are assessed on their rationale for their decisions and the way in which they organize and present these decisions and their associated outcomes. In other words, a team may end up making a loss but still obtain a good overall grade!
    Students are assessed on the following: their analysis of the marketing environment; the logic of their decision making; organization; team work; report writing and presentation.
    Additional outcomes:
    Outline content:
    Week 1: What is marketing?
    Week 2: Forecasting and break-even anlaysis.
    Week 3: Familiarisation with the simulation.
    Week 4: Completing Quarters 1 and 2 and forecasting exercise.
    Weeks 5 ? 7: Completing the simulation in stages.
    Week 8: Relationship marketing
    Week 9: Relationship marketing
    Week 10: Consolidation and multiple-choice/short answer test.
    The core text for this course is:
    Principles of Marketing by Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Either the Global 15th Edition or European 6th Edition. Both are available as electronic and hard copies in the University Library.
    Brief description of teaching and learning methods:
    There are some formal lectures on marketing management but most of the time is devoted is learning by doing. There is also time allocated to team decision making.
    Contact hours:
    Spring
    Lectures 20
    Guided independent study 80
    Total hours by term 100.00
    Total hours for module 100.00
    Summative Assessment Methods:
    Method -Percentage
    Report 80
    Class Test 20
    Other information on summative assessment:
    The assessment consists of a multiple choice test (20% of coursework) and a team report (80% of coursework). The assessment for the team report is ?adjusted? on the basis of a peer review of each individual?s contribution and effort.
    Penalties will be applied for missing a simulation period.
    The assessment may be subject to change based on availability of the simulation exercise..
    Requirements for a pass:
    A mark of 40% overall.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.

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