MM1F12-Markets, Marketing and Strategy

Module Provider: International Business and Strategy
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

Module Convenor: Dr Andrew Hull


Type of module:

Summary module description:

This module is intended to provide students with an initial understanding of businesses, the political, competitive and technological environment within which they operate and the nature of the strategic and marketing responses required to enable them to compete in that environment. It will give the students a framework of basic management ideas and tools which will provide them with a foundation on which subsequent management modules can build.

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


The aim is to provide students with a basic understanding of the nature of business with

particular emphasis on the way in which the activities of a business are interrelated both with

each other and with the strategic, competitive and environmental contexts within which firms

operate. The module will provide knowledge of a range of basic business theories that the

students can use to analyse the business and its environment at different levels of abstraction.

It will consider key marketing concepts, such as market segmentation, brands, corporate

image as well as customer and competitor analysis and examine key concepts in strategic

management including the dynamics of competition, implementing strategy and the impact of

globalisation. The module will help students understand that although businesses need to

understand and react to the political, economic, strategic and tactical contexts in which they

find themselves, their business activities and decisions also create and shape those contexts.

By viewing the firm and its strategy and marketing activities from a number of different

aspects the module will help students develop an understanding of the systemic relationship

between firms, their customers, suppliers and competitors. The module will help students’

development by involving them in a discussion of ideas, views and conclusions about

business with their peers. The students will be required to work in groups to analyse various

business situations and cases at differing levels of abstraction and present and defend their

group conclusions. By encouraging different teams to identify differing aspects of the

situation the multidimensional nature of management will be reinforced.


Assessable learning outcomes:

By the end of the module, students will be able to:

1. Know about, discuss and evaluate a range of concepts and theories relating to marketing and business strategy and relate these to the business context within which the firm finds itself.

2. Critically assess selected academic, professional and media sources relevant to the study of business and management.

3. Analyse, make observations on, and debate, the business context facing particular organisations and their responses to the market environment in which the firm operates.

4. Organise and communicate information clearly and succinctly in both assessed work (essays and examinations) and non-assessed work (presentations).

Additional outcomes:
This module will provide a basic foundation on which modules in Part II and III of the
curriculum that incorporated more complex and sophisticated business theories can build.
In addition it will provide basic training in research skills, presentations and essay writing.

Outline content:

1. Introduction, module structure, markets and the business environment

2. Management and their goals. What are they & who sets them

3. Business strategy & strategic planning - what business(es) are we in

4. Products and Technology. What are we selling and to whom.

5. Market Segmentation, Targeting & Positioning.

6. Market dynamics, Branding, buyer behaviour & Campaigns

7. Implementing strategy

8. Change & Innovation

9. Globalisation & Regionalisation

10. Revision, Review and Examination Techniques 

In addition skills lectures & workshops will support Doing Research, Making Presentations and Essay Writing

Global context:

A basic introduction to Globalisation and regionalisation is included to provide a basis for the development of these ideas at Part II & III. 

Brief description of teaching and learning methods:

The principal teaching of knowledge will take place in lectures. Small group (12-15 students) tutorials will be based on case studies or require practical research. 

Contact hours:
  Autumn Spring Summer
Lectures 24 2
Tutorials 5
Guided independent study:      
    Wider reading (independent) 20
    Wider reading (directed) 60
    Exam revision/preparation 35
    Advance preparation for classes 2
    Preparation for tutorials 12
    Essay preparation 40
Total hours by term 0
Total hours for module 200

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

Summative assessment- Examinations:
One 2-hour unseen written paper. Examinations take place in the Summer term.

Summative assessment- Coursework and in-class tests:

Coursework: Essay based on theory and literature (c.2000 words) - DUE week 8 of the Autumn Term.

Formative assessment methods:

Two presentations in tutorial classes will be formatively evaluated. MCQ tests will be made available covering the material to enable students to test their knowledge.

Penalties for late submission:

The Module Convenor will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (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.

Assessment requirements for a pass:
A minimum mark of 40%

Reassessment arrangements:

By examination only during August.

Additional Costs (specified where applicable):

1) Required text books: (Needle, D. “Business in Context”) RRP £46.00

Last updated: 4 April 2020


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