APME29-Advanced 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:
Current from: 2020/1

Module Convenor: Mr Nick Walker

Email: n.walker@reading.ac.uk

Type of module:

Summary module description:

Develop a critical understanding of advanced marketing theory and practice through a series of engaging and interactive lectures along with a virtual Marketplace Simulation gaming activity. To successfully complete the game you will collaborate with colleagues to plan, expedite and track marketing/digital marketing plans driven by market research and intelligence produced in the simulated environment. A practical and useful course for students wishing to grow their understanding and experience of marketing.  

The aim of this module is for you to understand the role of marketing in the business environment and to make you familiar with the marketing decisions that need to be taken by a company and how a company might approach these decisions.

Assessable learning outcomes:
After successful completion of the module students will be able to describe, and know how to apply, the main principles and ideas relevant to making marketing decisions within a business environment. The assessment will be partly based on a computer simulation of running the marketing department within a company. The assessment criteria are based on your ability to apply marketing ideas and principles to a 'real' situation. All students will be expected to subscribe to the simulation and to work in small teams during the simulation.
In addition to the computer simulation, there will be lectures on different aspects of marketing. During these lectures, and with the associated reading, students will begin to develop an understanding of the different marketing strategies open to companies. They will begin to appreciate the role and scope of marketing in business. They should have a clear idea of a 'typical' marketing planning process within a company and the different decisions and areas of responsibility that are associated with such a plan. They should have a more detailed knowledge of the issues and considerations involved in:

  • setting objectives,
  • financial and marketing performance,
  • segmentation, positioning and targeting,
  • pricing strategies,
  • distribution strategies, and
  • communications' strategies.

Additional outcomes:
Teamwork, using business simulations as a learning tool, organization, report writing, using case studies as a learning tool and the notion that there is not always a 'right answer' in marketing.

Outline content:

Brief description of teaching and learning methods:
Although there are some very important underlying principles to marketing (and we will cover the most fundamental of these concerning; segmentation, positioning, targeting, pricing, communications and distribution), successful companies are those that have a clear understanding of what they are trying to achieve and where their source of competitive advantage lies. Each marketing situation is 'unique' - you cannot apply a rule-book to a set of situations.

What works for one product/ company may not work for another. Marketing demands creativity, innovation, the ability to take-in and interpret key pieces of information (and to ignore what is superfluous), and the courage to go forward in the dark! For this reason, I will be using as many real examples as possible, as well as the computer simulation which will expose students to the uncertainty in making decisions, and the need to review and understand key variables in the business. I have a very interactive teaching style a nd expect all students to participate in the lectures by answering questions and offering their own examples and observations. Students will need to subscribe to the computer simulation (around £22). I will also be recommending a textbook but I have gone to great lengths to select a book that is widely available in the library both as an electronic resource and in hard copy so as to keep the costs to the student as low as possible. This does mean that students will be expected to do supplementar y reading as directed and to visit the library to consult other marketing texts from time to time.

A large part of the module will comprise teamwork and working on the simulation. The module does not relate to agricultural or development issues. It is oriented towards decision making in a commercial environment.

Contact hours:
  Autumn Spring Summer
Lectures 20
Guided independent study: 80
Total hours by term 100
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Set exercise 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:
Coursework Assignments:
1. Analysis of a company business model and marketing strategy [60% of overall module grade]?.
2. Group assignment based on marketing simulation [40% of overall module grade].

Relative percentage of coursework: 100%

Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Assessment requirements for a pass:
50% overall.

Reassessment arrangements:
By submission of written assignment.

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: 27 July 2020


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