BE511-5-AU-CO:
Marketing Management
2017/18
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 5
Current
Thursday 05 October 2017
Friday 15 December 2017
15
-
Requisites for this module
BE400 or IA711
(none)
(none)
(none)
BE440, BE518, BE530, BE938, BE939
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 takes students through the key stages of creating a marketing plan. Students will develop a marketing strategy, implementing and presenting a variety of concepts and tools used by marketing managers.
To achieve this the module takes the form of a Consultancy Project, which asks students to conduct market research, define a unique market positioning, create a brand personality and devise a marketing communications plan for a new product. Students will thus be asked to apply the concepts and tools presented in lectures to an existing product that has yet to define its marketing and brand communications. Students will develop their marketing plans (and coursework reports) alongside lectures and classes on a weekly basis. Assessment will then be based on two pieces of individually prepared reports that together present the students' marketing plans.
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.
Module Aims
1. Students will develop an understanding of the importance of market research in developing marketing strategies by conducting their own desk research, analysing and presenting their findings.
2. Through a thorough exploration of the Segmentation, Targeting and Positioning (STP) process, students will learn how to identify and clearly define market segments and how to evaluate their attractiveness based on desk research.
3. Students will then learn branding principles in order to develop a brand personality that effectively positions their brand vis-à-vis a potential market segment.
4. Furthermore, students will learn about Integrated Marketing Communications (IMC) and develop a communications plan that succeeds in communicating their brand to their chosen market segment.
5. Finally, students will develop an understanding of the core components of marketing strategy by developing a marketing plan that effectively addresses the challenges facing a new product.
Learning Outcomes
1. Understand the role of marketing management in helping products and services succeed in competitive environments.
2. Understand key elements of marketing strategies.
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 marketing communications in effectively targeting specific consumer segments.
Skills for Your Professional Life (Transferable Skills)
1. The ability to create and present a marketing plan that effectively communicates your ideas.
2. Research skills as you conduct research for your own marketing strategy.
3. Critical thinking skills as you work to solve the problems facing a new product.
4. Skills related to innovativeness and curiosity as you develop your own marketing plan.
5. Reflection skills as you incorporate feedback into your strategy.
No information available.
No information available.
No additional information available.
9 x 1 hour lectures
The lectures will present and explain the concepts and tools required for you to create your Marketing Plan.
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 practice the tasks required for the coursework assignments and to get feedback on your marketing plan.
Independent Study
Outside of lectures and classes you are expected to work 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 coursework reports.
- Online Resource Centre (Baines, Fill, & Page: Essentials of Marketing), http://global.oup.com/uk/orc/busecon/business/baines_essentials/
- (c2013) Chapter 7 Products, Services, and Branding Decisions in Essentials of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 7 Products, Services, and Branding Decisions in Essentials of Marketing, Oxford: Oxford University Press.
- (c2013) Chapter 12 Services Marketing and CRM in Essentials of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 9 An Overview of Marketing Communications in Essentials of marketing, Oxford: Oxford University Press.
- Page, Kelly. (c2013) Essentials of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 8 Price Decisions in Essentials of marketing, Oxford: Oxford University Press.
- Antonetti, Paolo. (2017) Fundamentals of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 5 Marketing Strategy in Essentials of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 6 Market Segmentation and Positioning in Essentials of marketing, Oxford: Oxford University Press.
- (c2013) Chapter 2 The Global Marketing Environment in Essentials 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 |
Description |
Deadline |
Coursework weighting |
| Coursework |
ESSAY ONE |
|
40% |
| Coursework |
ESSAY TWO |
|
60% |
| Exam |
Reassessment Main exam: 120 minutes during Summer (Main Period)
|
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, Polina Sokolova, Stephen Murphy
ejacobi@essex.ac.uk
pivano@essex.ac.uk
sjmurphy@essex.ac.uk
Yes
Yes
No
Dr Emma Surman
The University of Keele
Lecturer
Available via Moodle
Of 89 hours, 87 (97.8%) hours available to students:
2 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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