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AP1EM1-Introduction to Marketing
Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:4
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4
Module Convenor: Mr Nick Walker
Email: n.walker@reading.ac.uk
Type of module:
Summary module description:
Gain fundamental knowledge of the key concepts of marketing and relate these critically to contemporary practice. Examine traditional approaches to marketing such as strategic marketing, segmentation, targeting and positioning, as well as the marketing mix, and discuss issues arising within marketing theory and practice, which bring into question some of the foundational principles of the discipline. Through lectures, readings, and the analysis of case studies, address the latest thinking within the marketing discipline.
Aims:
This module will introduce students to key concepts of marketing and encourage them to critically relate these to contemporary practice. It will cover traditional approaches to marketing such as strategic marketing, segmentation, targeting and positioning as well as the marketing mix, whilst introducing issues arising within marketing theory and practice which bring into question some of the foundational principles of the discipline. Within the lectures and readings, and through the analysis of case studies, the latest thinking within the marketing academy will be addressed.
Assessable learning outcomes:
By the end of this module students will be able to: Summarise the foundational principles of marketing and apply these appropriately to a broad range of contexts. Analyse the role of frameworks in the development of marketing strategy and the drawing up of marketing plans. Evaluate approaches to segmentation and targeting. Apply reasoned arguments in the development of an appropriate and sustainable marketing mix.
Additional outcomes:
By the end of this module students will be able to: Being able to apply their theoretical marketing knowledge on companies and their brands. Identify and locate the core literature that provides commentary on the discipline and practice of marketing. Work effectively in teams to analyse the marketing components of case studies representing a variety of international contexts.
Outline content:
Lectures cover: Concept of marketing; Understanding consumer behaviour I; Understanding consumer behaviour II; Marketing environment; Strategic marketing; Enhancement Week; Segmentation, targeting and (brand) positioning; Product management; Pricing strategies; Promotion and advertising; Distribution and marketing channels
Brief description of teaching and learning methods:
The module is delivered through 10 two-hour sessions comprising of traditional lectures, videos, group-based discussions and in-class exercises and case studies. Cases will be assigned regularly for classroom discussion. Each student will prepare these cases before the sessions. All students are expected to actively contribute to class discussions by answering questions, sharing examples and answering questions.
| Autumn | Spring | Summer | |
| Lectures | 20 | ||
| Guided independent study: | 80 | ||
| Total hours by term | 0 | 100 | 0 |
| Total hours for module | 100 |
| Method | Percentage |
| Class test administered by School | 100 |
Summative assessment- Examinations:
N/A
Summative assessment- Coursework and in-class tests:
The assessment includes two in-class multiple-choice tests
Formative assessment methods:
Students will get formative feedback during the module. Examples “multiple-choice” questions will be discussed within the lectures as preparation for their test and exam.
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.
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: 30 March 2023
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.