MM218-Marketing Essentials

Module Provider:
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:
Current from: 2022/3

Module Convenor: Mr Alex Scher-Smith
Email: a.scher-smith2@henley.ac.uk

Type of module:

Summary module description:

Marketing Essentials (MM218) is a foundation module in Marketing. It provides 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, 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 weekly pre-recorded lectures, live interactive sessions with guest speakers 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.Ìý

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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 overviewed. 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.

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This module is delivered at ºÚ¹Ï³ÔÁÏÍø (Whiteknights Campus), and at ºÚ¹Ï³ÔÁÏÍø Malaysia.

Aims:

The module aims to enable students to actively and critically engage with the main theories in Marketing. Students will extend a wider understanding of relevant strategic marketing tools and techniques used in the business environment.

Assessable learning outcomes:

By the end of the module students will be able to:

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- Identify the role of marketing in a broad economic and social context;Ìý

- Recognise and relate marketing concepts to the world of business through the use of case studies;Ìý

- Relate the importance of marketing techniques for firms within the marketplace;Ìý

- Demonstrate an ability to create a marketing plan for a specific product;Ìý

- Demonstrate an ability to use key marketing tools and apply taught theories to specific companies.Ìý

Additional outcomes:

The module also aims to encourage the development of oral communication skills and 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 their critical thinking and application to implementing theories to specific industries of choice, whilst analysing arguments in a rigorous and robust manner. Students are also encouraged to showcase additional IT skills by using relevant web resources including the use of Blackboard.Ìý

Outline content:

Underpinning philosophies of Marketing; The Marketing Mix; Understanding Buyer Behaviour; Segmentation, Targeting and Positioning; Product Development; Branding; Pricing; Distributions and Place withing a Global Marketing Context; Services and Extended Marketing Mix; Consumer Insights Through Market Research; Digital Marketing; Marketing Ethics and SustainabilityÌýÌý

Brief description of teaching and learning methods:

This module includes weekly pre-recorded lectures, live interactive sessions with guest lecturers 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 to further delve into the chosen lecture topic, which will inform the preceding interactive session and tutorial later in that week. Weekly interactive sessions are designed to explore further into that week’s chosen topic and an opp ortunity for students to ask questions pertinent to the chosen research area. Interactive sessions are presented in a live format through an interview with the presenter of the preceding video lecture. Throughout these interactive sessions, students are required to contribute through sharing their ideas and asking relevant questions based upon the weekly topic.Ìý

Tutorials consist of small-group discussions, presentations, workshops and case study analyses. Topics for pre sentations 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. These sessions also offer an opportunity to tackle the group assignments whereby tasks are designed for students to progress with their group work whilst gaining targeted feedback from the seminar tutor. Case study analyses will also be explored providing an opportunity to implement key elements taught throughout the module and apply them to live industry briefs.Ìý

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures	10
Seminars	10
Tutorials	5
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)	30
Ìý Ìý Exam revision/preparation	30
Ìý Ìý Advance preparation for classes	30
Ìý Ìý Other	20
Ìý Ìý Preparation for tutorials	10
Ìý Ìý Preparation for seminars	10
Ìý Ìý Preparation of practical report	35
Ìý Ìý Reflection	10
Ìý	Ìý	Ìý	Ìý
Total hours by term	200	0	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	60
Written assignment including essay	40

Summative assessment- Examinations:

A 2-hour exam worth 60% of the module mark, undertaken in the summer exam period.

Summative assessment- Coursework and in-class tests:

A written group report of 3000 words, worth 40% of the module mark, to be submitted in Week 11 of the Autumn term.Ìý

Formative assessment methods:

Formative feedback will be given for presentations and discussions in the interactive sessions and tutorials.

Penalties for late submission:

The Support Centres 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 (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: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
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 weighted average mark of coursework and examination of 40%

Reassessment arrangements:

By examination only (one 2-hour unseen written paper) to be taken in August.

Additional Costs (specified where applicable):

Last updated: 22 September 2022