AP2EM1-Marketing Management

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Pre-requisites: AP1EM1 Introduction to Marketing
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Mr Edward Collins

Email: edward.collins@reading.ac.uk

Summary module description:

NOTE: Students are split into groups at the start of the first lecture and will also be expected to register for the business simulation. It is very important that students attend the first lecture or it may not be possible to allocate them a group for the simulation.

Marketing Management focuses on marketing decisions taken by an organisation.The aim of the course is for students to appreciate what decisions need to be taken by a marketing department and how those decisions might be taken. They need to understand the interdependence of marketing decisions and the role that the external environment plays in giving opportunities and in throwing-up constraints.

Assessable learning outcomes:
Students will be working in teams and taking part in a computer simulated marketing exercise. During the course of the simulation students will need to analyze the external environment and use this analysis in order to justify marketing decisions about price, distribution, advertising, promotion and the deployment of sales staff. The simulation is competitive in that each team is competing against some hypothetical competitors and trying to improve upon the performance of their fellow students. However, whilst there is a small prize for the team that makes the most profit, the students are assessed on their rationale for their decisions and the way in which they organize and present these decisions and their associated outcomes. In other words, a team may end up making a loss but still obtain a good overall grade!

Students are assessed on the following: their analysis of the marketing environment; the logic of their decision making; organization; team work; report writing and presentation.

Additional outcomes:

Outline content:
Week 1: What is marketing?
Week 2: Forecasting and break-even anlaysis.
Week 3: Familiarisation with the simulation.
Week 4: Completing Quarters 1 and 2 and forecasting exercise.
Weeks 5 – 7: Completing the simulation in stages.
Week 8: Relationship marketing
Week 9: Relationship marketing
Week 10: Consolidation and multiple-choice/short answer test.

The core text for this course is:
Principles of Marketing by Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Either the Global 15th Edition or European 6th Edition. Both are available as electronic and hard copies in the University Library.

Brief description of teaching and learning methods:
There are some formal lectures on marketing management but most of the time is devoted is learning by doing. There is also time allocated to team decision making.

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
Report 80
Class test administered by School 20

Other information on summative assessment:
The assessment consists of a multiple choice test (20% of coursework) and a team report (80% of coursework). The assessment for the team report is ‘adjusted’ on the basis of a peer review of each individual’s contribution and effort.
Penalties will be applied for missing a simulation period.

The assessment may be subject to change based on availability of the simulation exercise.

Formative assessment methods:

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:

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

    Reassessment arrangements:
    By examination in August/September

    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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