AP1EM2-The Fundamentals of Business and Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:4
Terms in which taught: Autumn / Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded: AP1EM1 Introduction to Marketing AP1SB1 Introduction to Management
Current from: 2021/2

Module Convenor: Mr Nick Walker
Email: n.walker@reading.ac.uk

Module Co-convenor: Prof Julian Park
Email: j.r.park@reading.ac.uk

Type of module:

Summary module description:

Gain an introduction to management science and its relevance to businesses. Interactive in-class activities and the use of online apps will help you learn techniques for inspiring teamwork in an organisational context, discover the importance of strategic management design for achieving an organisation's goals, and understand the roles of the manager and the responsibilities this carries. You will also have a range of opportunities to gain hands-on practising decision making through case studies. Develop your leadership skills to motivate and guide a team towards the achievement of an organisation’s objectives. 

Gain fundamental knowledge of the key concepts of marketing and management, and relate these critically to contemporary practice. Examine fundamental marketing concepts such as strategic marketing, market segmentation and the marketing mix. You will also begin to explore these concepts through the lens of Digital Marketing.

You will discuss issues arising within marketing theory and practice, which bring into question some of the foundational principles of the discipline. Through lectures, readings, and the analysis of case studies, address the latest thinking within the marketing discipline.

Aims:

This module will introduce you to:

• Key concepts of marketing and management and encourage you to critically relate these to contemporary practice. You will be exposed to traditional and contemporary approaches to marketing and management, such as strategic marketing and management, segmentation, targeting and positioning, the marketing mix, whilst introducing issues arising within marketing and management theory and practice which bring into question some of the foundational principles of the discipline. Within the lectures and readings, and through the analysis of case studies, the latest thinking within the marketing and management academy will be addressed.


• A broad understanding of the economic, technological and social aspects of management, in the context of how different business operate. You will be introduced to the environment of management, the management process, and techniques available to and used by managers to plan and operate as a business.

Assessable learning outcomes:

By the end of the module students will demonstrate their core skills in the following areas:

• LO1 Management skills: The management process – appreciate the relevance of basic business concepts (planning, organising, leadership and control), establish and compare alternative business objectives, understand how and why businesses plan and make decisions, apply the concepts of control, recognise the value of leadership and human resource management, and und erstand differences in organisational structures and behaviour. Moreover, understand the role of financial control and accounting as well as the importance of marketing to the attainment of organisational goals and the strategic management.


• LO2 Marketing skills: Summarise the foundational principles of marketing and apply these appropriately to a broad range of contexts. Analyse the role of frameworks in the development of marketing strategy and the drawing up of marketing plans. Evaluate approaches to segmentation and targeting. Apply reasoned arguments in the development of an appropriate and sustainable marketing mix.


• LO3 Apply theoretical marketing and management knowledge to companies and their brands. 

Additional outcomes:

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

• LO6 Work effectively in groups/pairs to analyse the marketing and management components of case studies representing a variety of international contexts.


• LO7 Demonstrate analytical thinking – developing numeracy, literacy, reasoning and appraisal skills

Outline content:

Topics covered will include the following:

• Concepts of marketing and consumer behaviour


• The traditional and digital marketing environment


• Strategic marketing: segmentation, targeting and (brand) positioning


• Product management, pricing strategies, promotion and advertising, distribution and marketing channels


• Managing change, managing a creative strategy and developing an innovative business plan
  
• Decision-making processes in organisations, with reference to organisational theory and design


• Financial control and accounting, globalisation and multinational management, and communication in organisations


• Choosing a project topic, identifying a research question, writing and presenting a project research proposal, organising and undertaking research


• Sourcing information - literature searching and data gathering

Global context:

Marketing and the role of management and their importance in a global environment will be discussed and terms such as globalisation are defined and explained within the classroom via case studies. In particular, emphasis is given to the discussion over how variations in the economic, political, cultural and social environment throughout the globe can have an impact to business operations and strategic development.

Brief description of teaching and learning methods:

The module is delivered through 20 sessions comprising traditional lectures, videos, group-based discussions, in-class exercises and case studies. Cases will be assigned regularly for classroom discussion. Each student will prepare these cases before the sessions. A series of in class exercises will focus on the students’ characteristics, personalities and business acumen, and self-directed learning including debates. All students are expected to actively contribute to class discussions by answering questions, sharing examples and answering questions. Students will be expected to present their thoughts on selected aspects of the module. Students will be guided to develop effective research and writing skills for project report preparation in an appropriate research topic of their choice related to their degree programme.

Contact hours:

	Autumn	Spring	Summer
Lectures	20	20
Guided independent study:	80	80
Total hours by term	100	100	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Class test administered by School	100

Summative assessment- Examinations:

N/A

Summative assessment- Coursework and in-class tests:

Four in-class tests spread throughout the term (100%)

Formative assessment methods:

Students will get formative feedback during the module. Example “multiple-choice” questions will be discussed within the lectures as preparation for their test and  exam. To facilitate the case study work students are required to complete short answer questions (reflective practice) at the end of each lecture.

At the beginning of the autumn term students will be asked to install to their Android/Windows/iOS devises the “Socrative” student app. This is used for in class quizzes, open questions, group competitions and instant feedback. The app enables the user to present graphs and instant reports. This will enable further understanding and will allow the instructor to evaluate and assess learning techniques and methods. The app also facilitates the case study work by enabling students to complete short answer questions online and receive instant feedback by the module convener.

Penalties for late submission:

The Support Centres 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 (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: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
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 mark of 40% overall.

Reassessment arrangements:

By re-examination in August/September only

Additional Costs (specified where applicable):

1) Required text books:  None

2) Specialist equipment or materials:  None

3) Specialist clothing, footwear or headgear:  None

4) Printing and binding:  None

5) Computers and devices with a particular specification:  None

6) Travel, accommodation and subsistence:  None

Last updated: 30 July 2021