BE511-5-SP-CO:
Marketing Management
2023/24
Essex Business School
Colchester Campus
Spring
Undergraduate: Level 5
Current
Monday 15 January 2024
Friday 22 March 2024
15
20 November 2023
Requisites for this module
BE400 or BE501 or IA711
(none)
(none)
(none)
BE440, BE518, BE530, BE535, 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),
BA N29RCO Business Management with Language Studies
This module covers the core elements of marketing management, building on fundamental marketing and broader business concepts.
The aims of this module are:
- Students will develop an understanding of the core components of marketing management.
- Students will develop an understanding of the role and importance of market research by conducting their own research and analysing their findings.
- Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.
- Students will learn fundamental branding principles.
- Students will learn about the Extended Marketing Mix and marketing planning.
By the end of this module, students will be expected to be able to:
- Demonstrate a practical understanding of the role of marketing management and marketing planning in helping products and services succeed in competitive environments.
- Demonstrate a practical understanding of the Segmentation, targeting, and Positioning (STP) process.
- Demonstrate a practical understanding of the role of branding in positioning products and services.
- Demonstrate a practical understanding of the importance of managing the Extended Marketing Mix and Marketing Communications effectively to target specific consumer segments.
Skills for Your Professional Life (Transferable Skills)
- Important marketing skills as you put theory into action.
- Research skills as you conduct your own market research.
- Skills related to innovativeness and curiosity as you develop ideas based on your research findings.
- Teamwork skills as you engage in group-work.
- Skills related to creativity, critical thinking and reflection as you solve marketing problems.
This module explores marketing planning; the segmentation, targeting and positioning (STP) process; fundamental branding principles; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment).
This module will be delivered via:
-
-
Baines, P.
et al. (2021d) ‘Chapters 1-4’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021a) ‘Chapter 5’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021e) ‘Chapters 5-6’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021f) ‘Chapters 6-7’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021g) ‘Chapters 8-9’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021b) ‘Chapter 10’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021c) ‘Chapter 12’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021h) ‘Chapters 10-12’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
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 |
BE511 1,000 Word Individual Essay |
|
30% |
| Coursework |
Group Presentation |
|
20% |
| Coursework |
Individual Essay |
|
50% |
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 Min Yan, email: min.yan@essex.ac.uk.
Dr Abhisek Kuanr, Dr Min Yan, Ms Polly Sokolova
ebsugcol@essex.ac.uk
No
Yes
No
Dr Muhammad Asif Khan
Available via Moodle
Of 40 hours, 40 (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), module, or event type.
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