MM255-Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Cristiana Lages


Summary module description:
This is a foundation module in Marketing. It intends to provide students with an overview of Marketing as an academic subject, a key area of corporate activity and a fundamental component of a business strategy. The module discusses and analyses marketing theories and conceptual frameworks, as well as strategic marketing tools and techniques used in the business world. Students are encouraged to engage actively and critically with the theoretical and empirical contents of the module through interactive lectures and small-group tutorials. Moreover, students are expected to demonstrate an ability to integrate marketing theories, strategic tools and business practice in their coursework and exam papers.
The module addresses the essential analyses required to develop a marketing strategy, including assessing the competitive arena, customers, market trends and organisational capabilities. The core decisions within marketing strategy are explored, including the selection of opportunities to pursue, target market selection, creating a competitive advantage and brand positioning. The execution of a marketing strategy through the ingredients of the marketing mix is also over-viewed. Increasingly leadership teams of businesses are harnessing these marketing analyses and marketing strategy concepts, as they seek to update their corporate strategies, enhance shareholder value and strive to compete successfully in growth markets.

This module is delivered at University of Reading, and University of Reading Malaysia.

The module intends to enable students to engage actively and critically with the main theories in Marketing and with the strategic marketing tools and techniques used in the business environment.

Assessable learning outcomes:
By the end of the module students will be able to:
- Understand the role of marketing in a broad economic and social context;
- Understand and relate marketing concepts to the world of business through the use of cases;
- Understand the importance of marketing techniques for firms within the marketplace;
- Demonstrate an ability to use the key marketing tools;

Additional outcomes:
The module also aims to encourage the development of oral communication skills and the students’ effectiveness in group situations. Structured activities are designed to develop analytical skills, abilities to construct original arguments and independent learning. Students are encouraged to develop additional IT skills by use of relevant web resources and communication techniques, including Blackboard.

Outline content:
Approaches to Marketing; Researching the Marketing Environment; Understanding Competition and Customers; Opportunity Selection; Segmentation, Targeting and Positioning; Brand Strategy; Products, Place and Channels, Price, and Integrated Marketing Communication; Marketing Metrics.

Brief description of teaching and learning methods:
The module includes lectures and small group tutorials. The main topics of the syllabus will be covered in the lectures. Students are encouraged to familiarise themselves with key readings and contribute to the lectures, sharing their ideas and relevant internship/work experience. Tutorials consist of small-group discussions and presentations. Topics for presentations and discussions are set in advance by the module convenor and are researched, discussed and presented by students in groups. Seminars offer an opportunity to provide students with formative feedback on their presentations and understanding of the topics.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Guided independent study 177
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 70
Written assignment including essay 30

Other information on summative assessment:

Formative assessment methods:
Formative feedback will be given for presentations and discussions in the lectures and tutorials;

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:
    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:
    2 hours.

    Requirements for a pass:
    A minimum mark of 40%

    Reassessment arrangements:
    By examination only, 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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