BSc Business and Management (Marketing)

Title:

Management Debates: Ways of thinking about business

Code:

MM1F19

Convenor:

DR Mads Emil Wedell-Wedellsborg

Summary:

This module introduces students to key ideas and debates that pertain to the study of business and management. It exposes students to the intellectual foundations on which many well-known management frameworks are built. In doing so it requires students to consider business decisions from different disciplinary perspectives, and to recognise the value of these competing viewpoints.

The module is team taught, with different streams of lectures delivered by academics from different disciplinary backgrounds. Pedagogically, the module adopts a ‘syndicate’ approach, with students assigned to learning groups for the duration of their study.

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

Assessment Method:

Assignment 20%, Report 20%, Class test 60%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Business in Practice: Markets, Marketing and Management

Code:

MM1F20

Convenor:

DR Andrew Hull

Summary:

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

Assessment Method:

Report 70%, Class test 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Business in Practice: Accounting for Managers

Code:

MM1F27

Convenor:

MRS Sian Weatherburn

Summary:

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

Assessment Method:

Exam 55%, Portfolio 10%, Project 35%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Business in Practice: Data analytics

Code:

MM1F28

Convenor:

DR Markos Kyritsis

Summary:

Acquiring, managing, and analysing data is an important business activity that allows organisations to make strategic use of their data assets. Analysing historical data can give companies insight on how to optimise a wide range of functions related to accounting and management. Furthermore, constructing predictive models can facilitate the process of classifying future events and making informed data-driven decisions. This introductory module aims to expose students to key concepts in data analytics by introducing two stages of data analytics (a) descriptive analytics and (b) predictive analytics, as well as visualisation techniques for qualitatively summarising data.

The focus of this module will be less on the underlying mathematical and statistical concepts and more on forming a working knowledge of the methods and assumptions for using statistical methods given certain parameters. Key concepts that will be covered include: types of data; types of distributions (with an emphasis on the normal distribution); analysing the differences between means using parametric and non-parametric tests; regression models; and data visualisation. The workshops will give students experience in using an industry standard programming language, as well as GUI-based tools, thus providing them with the opportunity to choose the most appropriate method for their own future employability needs.

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

Assessment Method:

Report 50%, Class test 50%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Developing Professional Excellence

Code:

MM1F29

Convenor:

DR Can Ererdi

Summary:

The module focuses on developing students’ understanding of the graduate and placement recruitment process from the perspective of the recruiter and the organisations. The module will enable the students to appreciate the role of recruitment, the context of different organisations (businesses and sectors) and implications for different talent management strategies and needs, the rationale for employing certain process and procedures to secure a high-performing and engaged workforce. The students will also be encouraged to reflect on their own careers.  The module offers a combination of practical and applied elements as well as more conceptual and academic aspects. As a result, it enables the students to obtain a broad range of knowledge while allowing them to actively reflect on their career, employability and apply to their immediate experience.

The Module is designed to be delivered in part 1, well ahead of placement applications. Therefore, it equips the students to become career-minded from the onset and make better choices and improved applications, to strengthen the students’ success rate of obtaining successful placements and future jobs upon graduation.

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

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Consumer Behaviour

Code:

MM208

Convenor:

DR Bahram Mahmoodi Kahriz

Summary:

To provide an understanding into the psychological and sociological factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

This module is delivered at University of Reading and University of Reading Malaysia (UORM).

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Marketing Essentials

Code:

MM218

Convenor:

DR Shobhit Kakaria

Summary:

Marketing Essentials (MM218) is a foundation module in Marketing. It provides 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, 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 weekly pre recorded lectures, live interactive sessions with guest speakers 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 overviewed. 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 (Whiteknights Campus), and at University of Reading Malaysia.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Building competitive advantage: Business Strategy and Operations

Code:

MM296

Convenor:

DR Joe Lane

Summary:

The first half of the module introduces students to the concept of competitive advantage, why this is important for organisations, and how this can be achieved through the development and application of business strategies. In addition to asking the core question of how an organisation can build and sustain competitive advantage, the module will introduce students to critical perspectives on the theories, frameworks and analytical tools used in the strategy process. Sources of competitive advantage in the external and internal environments of organisations will be explored, as well as consideration of fundamental concerns facing organisations operating in an increasingly global and dynamic business environment.

The second half of this module focusses on operations management, which can be seen as the function of the organisation that manages the resources that are devoted to the creation and delivery of services and products that create value for the organisation’s customers. Integrating operations management alongside strategic management responds to the resulting opportunities and challenges faced by organisations today. It focusses on the key principles that underpin operations management in order to provide a theoretical and practical grounding that provides a broad understanding as to how operations managers can lead the delivery of products and services that both delivers value for their customers and delivers on the organisations business objectives and strategic vision.

Overall, the module will highlight the importance of different functions within an organisation working together and the role of operations and processes in supporting strategic initiatives in developing and sustain competitive advantage over the long-term.

The module lead at the University of Reading Malaysia is Dr Mandy Mok.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Managing Work and People: Organisational Behaviour and Human Resources Management

Code:

MM297

Convenor:

PROF Rita Fontinha

Summary:

This module examines the main concepts, principles and practices concerning the management of work and people in organisations.  The module is intended to be both intellectually stimulating and practically relevant.

This module is also delivered at the University of Reading Malaysia.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Social Responsibility in Action

Code:

MM298

Convenor:

DR Irina Heim

Summary:

Students are expected to draw on knowledge and experience gained during the course, and to apply it to a contemporary management problem or issue related to social purpose of the business and 17 UN Sustainable Development Goals. The practical actions are developed in conjunction with specific organisations, and they address a topic that is relevant to Principles for Responsible Management Education’ (PRME). PRME is a United Nations-supported initiative founded in 2007 in support of the Sustainable Development Goals and is governed by the UN and the main business school accreditation bodies. Henley Business School is an advanced signatory to PRME.?

This module is also delivered at University of Reading Malaysia.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Branding Theory and Practice

Code:

MM299

Convenor:

DR Alex Scher-Smith

Summary:

Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage. This module follows on from Marketing Essentials (MM218) and focuses on two key issues within Marketing: Branding and the preparation of a Branding orientated project. This Project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM299 in a creative and challenging team task. Guidance for this task is provided through the term. The lectures explore and discuss theories and business practice related to building and managing strong brands.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Sales and Business Development

Code:

MM2100

Convenor:

MR Fabio Goncalves De Oliveira

Summary:

This module introduces students to sales and in particular the sales process and selling. It adopts a highly practitioner-oriented view of sales. It explains to students the different approaches and sales models, with a specific focus on direct and online sales. 

Students will understand the modern role of sales as a philosophy, culture, process and strategic business development role for companies. Students will understand and assess how sales activities influence the direction and decisions related to marketing, logistics, manufacturing, finance, resource capability and allocation. A customer centric approach to the stages of the sales funnel will be discussed, and marketing activities (digital and traditional acquisition medium channels) to capture and nurture leads, prospects and clients through the modern customer journey. At the same time, the module offers a practical approach to the foundations of individual skills and behaviour required from a salesperson.  

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Accounting for Business Decision?Making

Code:

AC231

Convenor:

DR Xing Huang

Summary:

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Developing Personal Leadership

Code:

MM304

Convenor:

DR Kirsty Denyer

Summary:

This module is specifically aimed at giving students a comprehensive view on personal leadership development and how to plan their own leadership skills strategy. The students will be expected to examine the concepts, theories, and evidence needed to develop their understanding and competencies associated with leadership development and explore different approaches for leadership development planning and action. This includes developing self-awareness, contextual awareness and how to design a learning agenda.

The module lead at the University of Reading Malaysia is Dr Siohong Tih.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Marketing Communications

Code:

MM341

Convenor:

DR Calvin Wan

Summary:

An organisation can have the best product or service, however, if consumers are unaware of it, it will not be successful. That is where marketing communications comes in. Marketing communications is the tool to reach and engage the intended audience. In this module you will learn how marketing communications works. We discuss underlying theories and apply these across traditional and digital marketing communications. Topics include advertising, direct marketing, sales promotion, and other aspects of the marketing communication mix. You will learn how to design, manage, and assess marketing communication efforts to best reach and engage the intended audience.   

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Optimising Marketing Performance

Code:

MM342

Convenor:

MR Simon Robert Hall

Summary:

In today's competitive business landscape, measuring and optimising marketing performance has become more crucial than ever. As reported by numerous industry experts and scholars, the pressure to optimise the impact of marketing activities is at an all-time high. Marketing professionals in senior roles, including Marketing Manager, Marketing Director, and CMO, are expected to have the ability to quantify their performance effectively and improve the outcomes of marketing activity. 

Unfortunately, many marketers find it challenging to prove their worth due to several reasons. To overcome this hurdle and optimise marketing performance, it's crucial that marketers acquire the necessary skills and knowledge. 

This module is designed to equip individuals that will be working in marketing roles with the essentials of measuring marketing performance. By taking this course, learners will gain practical insights and techniques to demonstrate the effectiveness of their marketing activities and optimise them, helping them justify their value in their organisation. 

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Digital Marketing

Code:

MM391

Convenor:

DR Rodrigo Perez Vega

Summary:

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.

This module is delivered at University of Reading Malaysia ONLY.

Assessment Method:

Project 50%, Report 50%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Strategy and International Business

Code:

MM303

Convenor:

DR Quyen Nguyen

Summary:

This module provides an introduction to the variety of strategic issues confronting managers of multinational enterprises (MNEs), both within the firm and in the global marketplace.

Strategy and International Business helps students understand the strategy and international business of multinational enterprises (MNEs). It examines factors that influence the development and the competitive positioning of multinational enterprises (MNEs). This requires an understanding of both the external international business environment and the internal nature of the firm and its strategy. A company’s strategy provides the context within which managers decide what to do, and what not to do, with respect to resource allocation, market selection and organizational development.

In this module we shall introduce students to:

• the core concepts and models underlying contemporary international business strategy
• their theoretical and empirical foundations;
• their limitations, and the arguments surrounding them;
• their practical application to analyse issues faced by real world MNEs.

The module lead at the University of Reading Malaysia is Dr Siohong Tih.

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Institutions and Emerging Firms

Code:

MM308

Convenor:

DR Denise Tsang

Summary:

As the global economic dominance shifts away from the USA and Europe, an understanding of firms originating from emerging economies is essential. This module aims to introduce frameworks that allow description and understanding of national institutions and competitive dynamics related to emerging economies such as China, Russia, Brazil, India and South Africa. It aims to explore the features of emerging economies firms, their continuities and changes, as well as the associated opportunities and risks in relation to their business operation. The module aims to provide students with an understanding of how managers can address challenges of different national institutions in product markets, labour markets and financial markets in the face of competition.

Assessment Method:

Exam 70%, Assignment 15%, Oral 15%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Information Systems and Digital Business

Code:

MM3101

Convenor:

PROF Keiichi Nakata

Summary:

Information systems are the means by which people and organisations, utilising technologies, gather, process, store, use and disseminate information. Digital business makes effective use of information systems to enable organisations to create value throughout the value chain. This module covers key concepts, theories, techniques, and issues in developing information systems solutions for digital business. It emphasises the importance of aligning business and IT strategies through an understanding of the structure and function of information processed by IT systems from both business and technical perspectives. 

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

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Managing Service Operations

Code:

MM3102

Convenor:

MR Nigel Spinks

Summary:

This module covers key concepts and theories within the area of service operations management. It is designed to introduce students to the particular challenges facing service organisations in an era where services contribute more to gross domestic product (GDP) than manufacturing. This module is designed to provide the theoretical and practical grounding for those students wanting to work within service organisations or service business units within manufacturing organisations.  

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

The Dark Side of Marketing

Code:

MM3104

Convenor:

DR Irute Karanicholas

Summary:

The module considers exactly what it says – the dark side of marketing. Marketing is often presented as a solution to business problems. But marketing can itself cause problems for consumers. This module focuses on exploring the conflicting, controversial and moral challenges facing marketing in specific contexts. We will be discussing the non-traditional and unspoken yet critical topics of marketing practice. Our focus areas are those having a global impact and that touch upon pretty much every individual on the planet.?It is an integrative module that combines marketing with other science subjects (eg., nutrition, law and others). This module will explore marketing and its effects on consumers’ physical and mental well-being and alleged exploitation of vulnerable consumers. This module is critical, applied and contemporary. It looks at current issues and asks how you can use your marketing skills to help resolve some practical consumer and societal problems, and how marketing should be transparent, honest and true. We will explore ways to make consumer lives truly better, easier and happier. 

This is NOT a traditional or foundational marketing module but one that will challenge the very way you view and think about marketing. In this module we will explore marketing that you perhaps didn’t know existed.  

The key underlying principle of the module is to consider the dark side of marketing, including conflicting and controversial marketing, and to question or challenge whether certain marketing practices are moral by asking whether companies are truly considering the best interest of consumers and making their lives better. And how can you, as a future marketer, make marketing a more respected profession, for the benefit of those who work in marketing roles, and, ultimately, for consumers and society as a whole? 

Assessment Method:

Set exercise 30%, Project 70%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Cross Cultural Marketing

Code:

MM3105

Convenor:

DR Melisa Mete

Summary:

Cross cultural marketing is essential given the profound impact that globalisation has had on both companies and consumers. This module follows on from Marketing Essentials (MM218) and introduces students to cross-cultural marketing based on the recognition of diversity in different markets of the world and local and global consumers, and local and global marketing practices due to cultural influences. This module has a group project and an examination. The group project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM3105 in a creative and challenging team task to address a cross-cultural marketing issue and provide suggestions. Guidance for this task will be provided through the term. Similarly, the group project will enable students to prepare for the exam. The lectures explore and discuss theories and marketing practices related to cross-cultural marketing. 

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Advances in Digital Marketing

Code:

MM322

Convenor:

DR Rodrigo Perez Vega

Summary:

In today's fast-paced business world, having a solid understanding of digital marketing is crucial to achieving success. As more and more consumers turn to online channels to research and make purchasing decisions, it's important for businesses of all sizes to have a strong online presence and effective digital marketing strategies. That's where our advanced digital marketing module comes in! 

In this module, you'll explore the latest digital marketing trends and gain practical experience using a range of skills to consult organisations on the most appropriate digital marketing approaches. From understanding the digital opportunity and digital media for business purposes to creating compelling content and optimising paid search campaigns, you'll learn the tools and techniques that will help you drive results and achieve business goals. 

Through hands-on practice with digital platforms, you'll gain real-world experience implementing marketing strategies that work. Plus, you'll delve into advanced digital tracking, conversion rate optimisation, and AI-enabled technologies to give you a competitive edge in the job market. 

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Advanced Data Analytics for Business

Code:

MM333

Convenor:

DR Nico Biagi

Summary:

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

New Directions in Business and Corporate Social Responsibility

Code:

MM334

Convenor:

DR Alex Scher-Smith

Summary:

There is growing recognition of the role business and market-based solutions can play in tackling complex ‘wicked’ global sustainable development challenges, including reducing poverty, protecting vulnerable ecosystems, and facing up to global climate change. Concurrently, barely a day goes by without media reports of corporate misbehaviour and scandal. This module examines the role of business in society and the importance of Corporate Social Responsibility (CSR).

Assessment Method:

Assignment 70%, Oral 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

International Marketing

Code:

MM335

Convenor:

PROF Nima Heirati

Summary:

Most organisations out-grow their domestic markets and are faced with challenges in opening export opportunities and spreading their operations internationally. In an increasingly digital era, trading across geographic and political borders is ever more commonplace. While these options provide growth for organisations, they also present significant hurdles. This module discusses the reasons for operating outside the domestic market, explores the analyses necessary before selecting entry strategies and deciding on an international?marketing strategy, and considers the implications for marketing operations of organisations trading across cultures. 

?This module is also delivered at University of Reading Malaysia. 

Assessment Method:

Assignment 60%, Oral 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Our Relationship with Technology

Code:

MM337

Convenor:

DR Nicholas Silburn

Summary:

In a fast-moving world in which information technology can be described as ubiquitous, we are often tempted to take for granted or perhaps not critically consider the impact information technology (and of course digital technologies) bring to our social and organisational lives. In this module, we will take a critical look at the relationship information technology has with the social world and by consequence, the organisation and our own individual selves. What do we mean by ‘information’ and ‘technology’ in the idea of ‘information technology’ anyway? This module will challenge our ideas about what information technology is or what it does to the social world and the lively debates in the classroom will drive us to conduct some empirical research to help us gain understanding.  

Organisations are looking for individuals who can critically consider contemporary issues, conduct research and design solutions to solve them. This module fills this gap by taking aim at some of the recent challenges that modern technologies pose to organisations and society as a whole. We will thus critically analyse issues concerning information and decision making, surveillance and management control, technology and modern day work in the gig economy, among others. Drawing on some philosophical and leading-edge theories, we will explore whether technology is in control of the human or the whether the human is in control of technology or whether the issues at stake are a bit more complex than we all think. The student taking this module is one who is curious, willing to challenge existing thought, and is able to work independently.  

Assessment Method:

Set exercise 30%, Class test 70%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

International Human Resource Management

Code:

MM340

Convenor:

DR Rebecca Asabe Tariya Yusuf

Summary:

This module examines how practices of managing human resources could be different across countries and explores companies’ approaches to managing their human resources in an international business context.

Assessment Method:

Exam 70%, Assignment 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Marketing Communications

Code:

MM341

Convenor:

DR Calvin Wan

Summary:

An organisation can have the best product or service, however, if consumers are unaware of it, it will not be successful. That is where marketing communications comes in. Marketing communications is the tool to reach and engage the intended audience. In this module you will learn how marketing communications works. We discuss underlying theories and apply these across traditional and digital marketing communications. Topics include advertising, direct marketing, sales promotion, and other aspects of the marketing communication mix. You will learn how to design, manage, and assess marketing communication efforts to best reach and engage the intended audience.   

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Optimising Marketing Performance

Code:

MM342

Convenor:

MR Simon Robert Hall

Summary:

In today's competitive business landscape, measuring and optimising marketing performance has become more crucial than ever. As reported by numerous industry experts and scholars, the pressure to optimise the impact of marketing activities is at an all-time high. Marketing professionals in senior roles, including Marketing Manager, Marketing Director, and CMO, are expected to have the ability to quantify their performance effectively and improve the outcomes of marketing activity. 

Unfortunately, many marketers find it challenging to prove their worth due to several reasons. To overcome this hurdle and optimise marketing performance, it's crucial that marketers acquire the necessary skills and knowledge. 

This module is designed to equip individuals that will be working in marketing roles with the essentials of measuring marketing performance. By taking this course, learners will gain practical insights and techniques to demonstrate the effectiveness of their marketing activities and optimise them, helping them justify their value in their organisation. 

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Financing Entrepreneurship

Code:

MM361

Convenor:

DR Xinrui Zhang

Summary:

Why do entrepreneurs often fail to enter a market? Entrepreneur with innovative products often find access to finance and sharing equity problematic. This module introduces students to the various forms of financing for entrepreneurship as a process of entrepreneurship (e.g. debt, equity financing, non-for-profit and alternative financing). It introduces an entrepreneurial ecosystem approach , entrepreneurial planning, and strategies to finance new ventures. 

Assessment Method:

Assignment 50%, Oral 50%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Contemporary Topics in Leading People & Organisations

Code:

MM366

Convenor:

DR Tahereh Maghsoudi

Summary:

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Social Enterprise

Code:

MM379

Convenor:

DR Anna De Amicis

Summary:

This is an interactive and practical module aiming to give students a comprehensive introduction to the social enterprise sector. 

Assessment Method:

Assignment 60%, Oral 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Global Ethics for International Management

Code:

MM383

Convenor:

DR Adeyinka Adewale

Summary:

This module aims to develop students’ awareness of global approaches to ethics. It encourages a critical understanding of the key approaches to ethics and ethical theories from different cultural and national contexts through their application to key global issues in the relationships between business and society. It is practically applied to relations involving business and broader stakeholders in international business and management contexts with a focus on ethical complexities in international management. It will present how to apply different ethical perspectives, concepts and concerns in evaluating business, government and societal problems and alternative pathways of action. Using a combination of ethical theory and case study analysis, the module aims to enable students to analyse ethical challenges that corporate decision-makers face in doing business.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Business and Management Consultancy Skills

Code:

MM384

Convenor:

PROF Jean- Anne Stewart

Summary:

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Corporate Strategy

Code:

MM393

Convenor:

DR Angela Garcia Calvo

Summary:

This module turns attention from companies with a single primary line of business to the strategies of multi-business firms, termed corporate strategy. Corporate strategy is concerned with the scope of the firm, requiring policy choices over the selection of industries and markets in which to compete. It includes choices over diversification, vertical integration, acquisitions, and the allocation of resources among different businesses. Creating advantage at the corporate level requires differentiating from competitors rather than mimicking them, making corporate decisions in an integrated manner, and recognizing the trade-offs in organizational choices arising from the fact that multi-business firms can add value to their underlying businesses in many ways. 

MM393 follows on from the Part 2 Module MM276 which focused on business (competitive) strategy. MM393 introduces frameworks, concepts, tools and techniques for corporate strategic management that build from this preceding module.

Assessment Method:

Exam 60%, Assignment 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Project Management

Code:

MM396

Convenor:

MR Nigel Spinks

Summary:

Projects have become an important mode of organising work in many organisations and industries in response to the need to develop and deliver complex one-off goods and services and to manage change initiatives. This module is designed to provide the theoretical and practical grounding for those working in and leading projects. The assignment includes project-based group activities to develop critical understanding of tools and techniques in practice.

Assessment Method:

Exam 70%, Oral 15%, Project 15%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Management in Media Industries

Code:

MM397

Convenor:

DR Anna De Amicis

Summary:

This module engages in a detailed analysis of the media industry. Fundamental economic questions are considered, along with the strategic choices facing media organisations. Students are introduced to the key challenges facing firms within the industry and are invited to consider the role of media organisations in shaping contemporary society. 

Assessment Method:

Set exercise 30%, Report 70%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Technology Advisory Practices

Code:

MM398

Convenor:

DR Nicholas Silburn

Summary:

This module develops the students’ ability to address complex business problems involving the use of technology by investigating as teams the challenges,issues or opportunities an organisation is facing and formulating appropriate recommendations. As a part of the module students will have the opportunity of working closely with a group of peers to apply technology advisory practices to a contemporary business case. Module participants will have the opportunity to develop a range of business and academic skills in a number of different areas relevant to advisory practices.

Assessment Method:

Assignment 50%, Oral 20%, Report 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Advanced Management Accounting

Code:

AC302

Convenor:

DR Edward Tew

Summary:

This module builds on the concepts and techniques of management accounting introduced in AC201 and AC220. Management accounting may be seen as a way of providing information in three main areas: costing, decision-making, and planning and control. The emphasis of this module will mainly be on the last two areas (i.e., decision making and planning and control). In reality, however, it is often difficult to separate any one area from the other two. For example, standard costing provides costing information which is then used as a tool for planning and control.

?This module is also delivered at University of Reading Malaysia. 

Assessment Method:

Exam 70%, Assignment 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Advanced International Financial Reporting

Code:

AC312

Convenor:

MR Leon Coopasamy

Summary:

This module looks closely at a number of international financial reporting standards and at the preparation of consolidated financial statements. It also undertakes a critical appraisal of some current and/or theoretical issues in financial reporting. The module is designed for students who have a significant prior knowledge of financial reporting. 

This module is delivered at the University of Reading UK, University of Reading Malaysia and the Beijing Institute of technology.

Assessment Method:

Exam 80%, Assignment 20%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Financial Statement Analysis

Code:

AC323

Convenor:

DR Alaaeldin Ahmed

Summary:

This modules aims to develop financial acumen through encouraging students to read, evaluate and analyse real companies published financial statements.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Communication and Persuasion in Business

Code:

EN3CPB

Convenor:

MRS Enza Siciliano Verruccio

Summary:

On this module, we explore the characteristics of effective communication in written and spoken forms. We look at the skills you need when passing complex information to customers and colleagues (for example, in research or business reports) and for presenting data clearly and persuasively. We introduce you to rhetorical theory as a means of analysing more critically the information that we create, curate, and consume in a variety of texts, including social media communications. By creating documents designed to inform and to persuade, you will be encouraged to reflect upon your own use of language in the workplace and beyond. 

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Private Equity and Venture Capital

Code:

IC309

Convenor:

DR Panagiotis Koutroumpis

Summary:

The objective of the Private Equity and Venture Capital module, which is delivered at the ICMA Centre, is to develop students’ appreciation of the practical aspects of investing by private equity and venture capital firms, understanding the dynamics between the venture capital investor and the entrepreneur, and also the practicalities of raising PE&VC funds from institutional investors. The focus of the module is on venture capital and high-growth ventures from the viewpoints of both the entrepreneur or management team and of the investing institution (general partner), although private equity as a whole is covered (including management buyout transactions) as well as the relationship between the private equity or venture capital firm and its own investors (limited partner institutions). This is a highly practical module; extensive use will be made of case studies and a group project in addition to guest seminars from invited experienced practitioners and entrepreneurs.

Assessment Method:

Exam 60%, Assignment 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Company Law

Code:

LW3CO

Convenor:

DR Bolanle Adebola

Summary:

This module aims to introduce students to the fundamental principles of company law in England and Wales, exploring key areas relating to the formation, structure, operation and activities of companies, and examining the regulation of companies. Students will engage deeply with case law, legislation and legal reform, and will consider the law from a range of perspectives including business needs and pressures, theoretical bases for corporate regulation, and policy considerations.

Assessment Method:

Exam 70%, Assignment 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Commercial Law

Code:

LW3COM

Convenor:

MRS Elizabeth Conaghan

Summary:

This module aims to introduce module members to some of the fundamental principles of commercial law through a critical examination of, and engagement with, relevant case law, legislation, business practice, academic work, historical influences, economic drivers and public policy.  It focuses primarily on the study of the law surrounding contracts for the sale of goods although module members will also be introduced to the concept and law of agency. The module builds on module members' knowledge of contract law and it aims to equip students with a critical appreciation of some of the central themes and pillars of commercial law. The focus is on the law relevant to commercial transactions in England and Wales, although comparative and transnational perspectives will be drawn upon from time to time.

Assessment Method:

Exam 70%, Assignment 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Intellectual Property Law

Code:

LW3IP

Convenor:

DR Basak Bak

Summary:

This module explores the field of intellectual property law.

Assessment Method:

Exam 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Title:

Fairness

Code:

PP3FAI

Convenor:

DR Charlotte Newey

Summary:

This module addresses the concept of fairness and its relation to other moral concepts and considerations.

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.