BE511-5-AU-CO:
Marketing Management
2016/17
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 5
Current
15
-
Requisites for this module
BE400 or IA711
(none)
(none)
(none)
BE440, BE518, BE530
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)
The module has been designed to take students through all the stages of creating a marketing plan, presenting and explaining the various tools and concepts used by marketing managers when developing marketing strategies.
To achieve this, the module takes the form of a Consultancy Project, which asks students to respond to a marketing brief provided by Colchester Golf Club. Students will thus be asked to apply the tools and concepts provided in lectures to the current challenges faced by this real business. Students will develop their marketing plans (and coursework reports) alongside lectures and classes on a weekly basis. While this will take the form of group work, assessment will be purely based on two pieces of individually prepared reports that present the student's marketing plan.
The module is structured to allow for a thorough exploration of the Segmentation, Targeting and Positioning (STP) process and the management of marketing communications, highlighting the role of marketing managers within organisations. In doing so the module builds upon the basic marketing concepts delivered in BE400. Furthermore, this module build towards other modules such as Digital Marketing and Consumer Behaviour.
Learning Aims and Outcomes
By the end of the module you should be able to:
1. Understand the importance of marketing research in developing strategies and confidently conduct desk research and analyse and present your findings
2. Understand the core components of a marketing plan
3. Identify and evaluate the attractiveness of market segments
4. Understand the different approaches to targeting and positioning
5. Understand the marketing mix principle and how the marketing mix is managed, including marketing communications
6. Demonstrate your ability to complete a marketing plan that effectively addresses the current challenges of a real business.
No information available.
No information available.
Skills for your professional life (Transferable Skills)
During this module you will develop:
1. The ability to create and properly present a marketing plan that effectively communicates your ideas
2. The ability to create and effectively deliver a presentation on your ideas
3. Research skills as you conduct research for your own marketing strategy
4. Critical thinking skills as you work to properly address a marketing brief
5. Teamwork and collaboration skills as you work with your group members
6. Skills related to innovativeness and curiosity as you develop your own marketing plan and reflect on and incorporate feedback into your strategy
Lectures
9 x 1 hour lectures
The lectures will present and explain the concepts and tools required for you to create your Consultancy Project Marketing Plan.
Classes
8 x 1 hour weekly classes starting week 3
Classes are an essential and compulsory part of the module. They represent an opportunity for you to meet with your group members, work on your marketing plan and discuss your ideas with your class tutor, who will then also be able to give you feedback on your work.
Independent Study
Outside of lectures and classes you are expected to work, individually as well as with your group members, on your marketing plan. This involves conducting market research using the Internet, reading the relevant lecture materials and further resources to analyse, structure and properly present your findings and lastly the development of your individual coursework reports.
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
Erik Jacobi
ebsugcol@essex.ac.uk
Yes
Yes
No
Dr Emma Surman
The University of Keele
Lecturer
Available via Moodle
Of 89 hours, 89 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
Disclaimer: The University makes every effort to ensure that this information on its Module Directory is accurate and up-to-date. Exceptionally it can
be necessary to make changes, for example to programmes, modules, facilities or fees. Examples of such reasons might include a change of law or regulatory requirements,
industrial action, lack of demand, departure of key personnel, change in government policy, or withdrawal/reduction of funding. Changes to modules may for example consist
of variations to the content and method of delivery or assessment of modules and other services, to discontinue modules and other services and to merge or combine modules.
The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.
The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.