LF913-10 Marketing Management
Introductory description
The primary goal of this module is to provide students who have no or limited prior experience of business, with a solid foundation in the essential aspects of marketing.
Module aims
The aim is to offer a holistic and integrated view of the role and importance of marketing management within the wider business (and in particular the process, bioprocess and biotechnology business) context.
The focus is on understanding and assessing a market’s potential and then formulating and planning the marketing strategies necessary to bring products to the market place.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
Typically, the syllabus includes (but is not limited to):
Marketing & the marketing environment
Buying behaviour (with a focus on industrial buying behaviour)
Market research
Marketing planning
Market segmentation
Marketing strategy
The marketing mix
Marketing via the internet
International marketing
Learning outcomes
By the end of the module, students should be able to:
- Understand the role and importance of marketing within the general business context.
- Analyse a market and to develop a marketing strategy for a particular product or business.
- Know and utilise the terminologies, concepts and methods for marketing analysis and strategy.
- Research, synthesise and apply marketing knowledge to real and practical examples.
- Identify and evaluate key factors affecting the marketing decisions within a business
- Communicate findings in appropriate language/terminologies
- Construct a succinct and focussed marketing plan;
- Improve business presentation skills.
- Appreciate the best practice approaches adopted by marketing oriented organisations.
Indicative reading list
Reading lists can be found in Talis
Specific reading list for the module
Subject specific skills
Construct a succinct and focused marketing plan
Transferable skills
Improve presentation skills
Communicate findings
Study time
| Type | Required |
|---|---|
| Lectures | 12 sessions of 1 hour (16%) |
| Seminars | 12 sessions of 1 hour (16%) |
| Other activity | 25 hours (33%) |
| Private study | 26 hours (35%) |
| Total | 75 hours |
Private study description
Self-directed study.
Other activity description
Assessment Preparation.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A2
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Presentation | 40% | 10 hours | No |
Reassessment component is the same |
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Assessment component |
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| Written Assignment | 60% | 15 hours | Yes (extension) |
Reassessment component is the same |
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Feedback on assessment
Written individual feedback to each student on written assignemnt and seminar assessments. Face-to-face feedback on any assessment provided on request from the student.\r\n\r\n
Courses
This module is Core for:
- Year 1 of TLFS-J7N2 Postgraduate Medical Biotechnology and Business Management
- Year 1 of TBSS-C5N2 Postgraduate Taught Biotechnology, Bioprocessing and Business Management
This module is Core optional for:
- Year 1 of THRA-D4A1 Postgraduate Taught Environmental Bioscience in a Changing Climate
-
THRA-D4A3 Postgraduate Taught Food Security
- Year 1 of D4A3 Food Security
- Year 1 of D4A3 Food Security
- Year 1 of THRA-D4A2 Postgraduate Taught Sustainable Crop Production: Agronomy for the 21st Century