AP2EM1-Marketing Management

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:
Current from: 2019/0

Module Convenor: Mr Edward Collins

Email: edward.collins@reading.ac.uk

Type of module:

Summary module description:

Marketing Management focuses on marketing decisions taken by an organisation. It is all about how organisations respond to their marketing environment (AP1EM1) and how they put together and implement their marketing strategies and plans.

An understanding of the nature of the marketing concept and its functional activities is essential to being a successful marketing manager. The specific aims are to develop a clear understanding of marketing as a managerial orientation applicable to all organisational types. The module shows how, although marketing's underlying philosophy is constant, the functional activities of marketing at strategic, tactical and operational levels are determined by each particular marketplace environment.

Aims:

Marketing Management focuses on marketing decisions taken by an organisation. It is all about how organisations respond to their marketing environment (AP1EM1) and how they put together and implement their marketing strategies and plans.

An understanding of the nature of the marketing concept and its functional activities is essential to being a successful marketing manager. The specific aims are to develop a clear understanding of marketing as a managerial orientation applicable to all organisational types. The module shows how, although marketing's underlying philosophy is constant, the functional activities of marketing at strategic, tactical and operational levels are determined by each particular marketplace environment.

Assessable learning outcomes:

1. Understand and apply key theoretical and practical marketing ideas;

2. An ability to identify how marketing ideas influence and interact with other major commercial trends in business;

3. Learning to think critically, and to see what it means to make rational, discerning marketing choices that will influence decision-makers and consumers;

4. To enable students to reflect critically on the nature of marketing and its continuing relevance in society

5. Analyse different situations faced by organizations and develop strategies in response

Additional outcomes:

Outline content:

The Content of this course will follow contemporary marketing management literature. The following topics will be coverered:

• Segmentation Targeting and Positioning


• Marketing Management Tools of Analysis


• Building a BrandÌý


• Strategic options for the Marketing Mix Product Choices


• Strategic options for the Marketing Mix 2ÌýPricing and Distribution Choices


• Strategic options for the Marketing Mix 3 Distribution Choices


• Relationship Marketing Ìý


• Contemporary marketing applications

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:

Ìý	Autumn	Spring	Summer
Lectures		20
Guided independent study:		80
Ìý	Ìý	Ìý	Ìý
Total hours by term		20
Ìý	Ìý	Ìý	Ìý
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	80
Oral assessment and presentation	20

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Essay:

This element of the coursework consists of a 2500 word essay to be completed individually set in teaching week one. The choice of titles will be released in week 5 of the semester. Before this there will be a formative element to the coursework. Details of this will be on the moodle site and will be discussed in the first seminar. The essay titles are intended to encourage students to engage, at an

early stage, in reading and analysis relating to the basic nature of marketing and approaches marketing management. The essay counts as 80% of the overall marks for the module. The essay is designed to enable students to demonstrate that they are achieving learning outcomes 1, 2, 3 and 4.

Video Presentations:

Develop a video recorded presentation. Th presentation will be based around a markeing problem of a company which will be introduced in class in the first week. The group will be task to develop a solution for the company. This presentation will be worth 20% of the overall grade mark. You are expected to work in groups no more than 6. The video presentation should be 10 minutes long.

Formative assessment methods:

The convenor of the module will be available during office hours and is available to help as and when the candidates need help with any part of the coursework. Please email for an appointment.

Penalties for late submission:
The Module Convener will apply the following penalties for work submitted late:

where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (or part thereof) following the deadline up to a total of five working days;

where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at:
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% overall.

Reassessment arrangements:
By examination in August/September

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 8 April 2019