Essex Business School
Undergraduate: Level 5
Thursday 03 October 2019
Saturday 14 December 2019
17 September 2019
Requisites for this module
BE400 or IA711
BE440, BE515, BE518, BE530, BE533, BE938
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 NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (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 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.
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.
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.
No additional information available.
* 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, 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
Module supervisor and teaching staff
Erik Jacobi, Hongfei Liu, Polly Sokolova, Iman Jana
Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
Of 97 hours, 96 (99%) hours available to students:
1 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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