AP1EM1-Introduction to Marketing

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Anna Macready

Email: a.l.macready@reading.ac.uk

Summary module description:

This module will introduce students to key concepts of marketing and encourage them to critically relate these to contemporary practice. It will cover traditional approaches to marketing such as strategic marketing, segmentation, targeting and positioning as well as the marketing mix, whilst introducing issues arising within marketing theory and practice which bring into question some of the foundational principles of the discipline. Within the lectures and readings, and through the analysis of case studies, the latest thinking within the marketing academy will be addressed.

Assessable learning outcomes:
By the end of this module students will be able to:
?Summarise the foundational principles of marketing and apply these appropriately to a broad range of contexts.
?Analyse the role of frameworks in the development of marketing strategy and the drawing up of marketing plans.
?Evaluate approaches to segmentation and targeting.
?Apply reasoned arguments in the development of an appropriate and sustainable marketing mix.

Additional outcomes:
By the end of this module students will be able to:
?Being able to apply their theoretical marketing knowledge on companies and their brands.
?Identify and locate the core literature that provides commentary on the discipline and practice of marketing.
?Work effectively in teams to analyse the marketing components of case studies representing a variety of international contexts.

Outline content:
Lecture 1: Concept of marketing
Lecture 2: Understanding consumer behaviour l
Lecture 3: Understanding consumer behaviour ll
Lecture 4: Marketing environment
Lecture 5: Strategic marketing
Lecture 6: Segmentation, targeting and (brand) positioning
Lecture 7: Product management
Lecture 8: Pricing strategies
Lecture 9: Promotion and advertising
Lecture 10: Distribution and marketing channels

Brief description of teaching and learning methods:
The module is delivered through 10 two-hour sessions comprising of traditional lectures, group-based discussions and in-class exercises. All students are asked to participate by sharing examples and answering questions.

Contact hours:
  Autumn Spring Summer
Lectures 20
Guided independent study 80
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written exam 100

Other information on summative assessment:
The module is assessed through a 2 hour written examination, consistiing of Section A, short answer questions and Section B, multiple-choice questions. Students should spend approximately 1 hour on each section.

Formative assessment methods:
Students will get formative feedback during the module. Examples of the examination questions, short answer and multiple choice questions, will be discussed during the lectures as preparation for the final exam.

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:
    One 2-hour examination in the Summer term.

    Requirements for a pass:
    A mark of 40% overall.

    Reassessment arrangements:
    Re-examination in August/September only by a 2 hour exam consisting of short answer and multiple choice questions.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 21 December 2016

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