BE511-5-AU-CO:
Marketing Management
2020/21
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 5
Current
Thursday 08 October 2020
Friday 18 December 2020
15
28 September 2020
Requisites for this module
BE400 or IA711
(none)
(none)
(none)
BE440, BE518, BE530, BE938, BE939, BE940
BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA N1R9 Business Management with a Modern Language,
BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)
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 during BE400 Introduction to Management and Marketing. The module explores in depth marketing planning, the extended marketing mix (product, place, price, promotion, physical environment, process, and people), the segmentation, targeting and positioning (STP) process, and fundamental branding principles. Weekly one-hour lectures present important theoretical concepts, which students are then asked to put into practice. The module is assessed via two individually prepared coursework assignments and aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.
1. Students will develop an understanding of the core components of marketing management.
2. Students will develop an understanding of the role and importance of market research 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 fundamental branding principles.
5. Students will learn about the Extended Marketing Mix and marketing planning.
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 put theory into action.
2. Research skills as you conduct your own market research.
3. Skills related to innovativeness and curiosity as you develop ideas based on your research findings.
4. Teamwork skills as you engage in group-work.
5. Skills related to creativity, critical thinking and reflection as you solve marketing problems.
* Weekly 1-hour lectures
* Student Engagement and Student Support
* Independent Study: Outside of lectures and classes, you are expected to work every week.
- 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 |
| Coursework |
ESSAY One |
|
40% |
| Coursework |
ESSAY Two |
|
60% |
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.
Dr Erik Jacobi & Dr Ana Diniz
ebsugcol@essex.ac.uk
No
Yes
No
Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
Of 391 hours, 0 (0%) hours available to students:
391 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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