Skip to main content Skip to navigation

Module Catalogue

LF913-10 Marketing Management

Department
Life Sciences
Level
Taught Postgraduate Level
Module leader
David Arnott
Credit value
10
Module duration
2 weeks
Assessment
100% coursework
Study location
University of Warwick main campus, Coventry

Download as PDF

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 web page

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.

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
  • 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 15 sessions of 1 hour (20%)
Seminars (0%)
Practical classes 10 sessions of 1 hour (13%)
Private study 26 hours (34%)
Assessment 25 hours (33%)
Total 76 hours

Private study description

Self-directed study.

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 A3
Weighting Study time Eligible for self-certification
Assessment component
Written Assignment 100% 25 hours Yes (extension)

Written assignment requiring the student to integrate some learnings from across the module. A single individual assignment counting for 100% of the module mark is feasible as the assignment brief is to have sections to it that require the student to ( part 1 counting 80%) describe, discuss and critically evaluate a marketing strategy for a firm's new product or service of their choice and then (part 2 counting 20%) integrate marketing management learnings from a case study the student's group was assigned and presented on during the module. Source material is to be from lecture content and assigned reading. Required content is to include references to relevant marketing concepts, models and frameworks as appropriate. The full wording of the assessment brief will be provided in the module outline posted on Moodle at the start of the module as is the current practice.
Reassessment component is the same
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