BE511-5-AP-KS:
Marketing Management
2020/21
Essex Business School
Kaplan Singapore
Autumn & Spring
Undergraduate: Level 5
Current
Thursday 08 October 2020
Friday 26 March 2021
15
17 January 2020
Requisites for this module
(none)
(none)
(none)
(none)
BE440, BE518, BE530, BE938, BE939, BE940
This module covers the core elements of marketing management, building on the fundamental marketing and broader business concepts taught during the first year, in particular BE400 Introduction to Management and Marketing. The module explores in depth the extended marketing mix (product, place, price, promotion, physical environment, process, and people), the segmentation, targeting and positioning (STP) process, and fundamental branding principles. The module aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.
The module aims to:
1. Students will develop an understanding of the core components of marketing management by developing a marketing plan.
2. Students will develop an understanding of the role and importance of market research in developing marketing strategies by conducting their own research and analysing their findings.
3. Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.
4. Students will learn branding principles in order to develop a brand personality that effectively positions their brand vis-à-vis a potential consumer segment.
5. Students will learn about the Extended Marketing Mix and develop a communications plan that succeeds in communicating their brand to a chosen consumer segment.
On successful completion of the module, students will be able to:
1. Understand the role of marketing management in helping products and services succeed in competitive environments.
2. Understand the key elements of marketing planning.
3. Understand the Segmentation, Targeting and Positioning (STP) process.
4. Understand the role of branding in positioning products and services.
5. Understand the importance of managing the Extended Marketing Mix and Marketing Communications effectively in order to target specific consumer segments.
Skills for Your Professional Life (Transferable Skills)
1. Important marketing skills as you play through a marketing simulation.
2. Research skills as you conduct research for your marketing strategy.
3. Skills related to innovativeness and curiosity as you turn your research findings into a marketing plan.
4. Teamwork skills as you play through the marketing simulation as group.
5. Skills related to creativity as you create an advert to promote your product.
6. Critical thinking skills as you work to solve the problems facing your company.
7. Reflection skills as you reflect on your decisions in the simulation.
Weekly one-hour lectures present important theoretical concepts, which students are then asked to put into practice by playing a marketing simulation that takes them through the key stages of marketing planning. Students play this simulation as groups over an eight-week period, competing against each other for market share and profit, with seminars designed to facilitate group work.
The module is assessed via two individually-prepared coursework assignments that ask students to explain and reflect on the decisions that they made as a group in the marketing simulation. Thus, while group work is not assessed directly, it forms a crucial component of this module and its assessment.
9 x 1 hour lectures (starting week 2)
The lectures will present the module's core theoretical concepts.
8 x 1 hour weekly classes (starting week 3)
Classes are a crucial and compulsory part of the module. They are designed to facilitate the group work that is essential for your coursework assignments.
Independent Study
Outside of lectures and classes you are expected to work every week as a group on the marketing simulation and your coursework assignments.
- Baines, Paul; Fill, Chris; Rosengren, Sara; Antonetti, Paolo. (2017) Fundamentals of marketing BE511, Oxford: Oxford University Press.
The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Erik Jacobi, email: ejacobi@essex.ac.uk.
Erik Jacobi, Hongfei Liu, Polly Sokolova, Iman Jana
ejacobi@essex.ac.uk
No
No
No
No external examiner information available for this module.
Available via Moodle
No lecture recording information available for this module.
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