AP2SB3-Applied Marketing and Management

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites: AP1EM2 The Fundamentals of Business and Marketing
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Mr Akbar Karim
Email: a.a.karim@reading.ac.uk

Type of module:

Summary module description:

An understanding of the concepts of marketing and management and their functional activities is essential to a successful marketing manager. In this module, you'll develop a clear understanding of marketing as a managerial orientation applicable to all organisational types. Through engagement with diverse examples and case studies, you'll find out how and why the functional activities of marketing at strategic, tactical, and operational levels are determined by each specific marketplace environment. You will also explore the specification of management problems for selection of appropriate tools and techniques, the application of tools and techniques to solve management problems, and the application of management tools and techniques to provide solutions to business problems. In addition to formal lectures, time in class is devoted to learning by doing and to team decision making.

Aims:

Applied marketing and management focuses on marketing and management decisions taken by an organisation. It is all about how organisations respond to their marketing environment and how they put together and implement their marketing strategies and plans within a management context. An understanding of the nature of the marketing concept and its functional activities is essential to becoming a successful marketing manager. The specific aims are to develop a clear understanding of marketing as a managerial orientation applicable to all organisational types. In addition, develop a deep understanding of the different classifications of management tools, key business, knowledge and analytical skills required to deal with challenges in a fast growing and changing business environment. Contemporary organisations and companies require graduates to be equipped with skills for fast and successful decision making, project design and able to demonstrate analytical and problem-solving skills. The module shows how, although marketing's underlying philosophy is constant, the functional activities of marketing and management at strategic, tactical and operational levels are determined by each particular marketplace environment.

Assessable learning outcomes:

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of the following:

• LO1 Understand and apply key theoretical and practical marketing ideas


• LO2 An ability to identify how marketing ideas influence and interact with other major commercial trends in business


• LO3 Learning to think critically, and to see what it means to make rational, discerning marketing choices that will influence decision-makers and consumers


• LO4 To enable students to reflect critically on the nature of marketing and its continuing relevance in society


• LO5 Analyse different situations faced by organizations and develop strategies in response


• LO6 To be able to plan projects and enable the evaluation of objectives


• LO7 To be able to control and evaluate the performance of projects


• L08 Develop skills enabling the specification of management problems for selection of appropriate tools and techniques (network analysis, critical path analysis, stakeholder analysis, flow charts, Gantt charts, etc.)


• LO9 Presentation of the application of management tools and techniques to business problems

Additional outcomes:

• Work both independently and as part of a team


• Develop insights on the appropriate use of information technologies


• Think creatively and identify data trends to enable decision-making and argument development


• Improve time management and organisational skills


• Presentation skills - developing skills in discussion


• Analytical thinking - developing numeric, literacy, reasoning and appraisal skills

Outline content:

The Content of this course will follow contemporary marketing and management literature. The following topics will be covered:

• Segmentation targeting and positioning


• Marketing management tools of analysis


• Building a brand


• Strategic options for the marketing mix: product choices, pricing and distribution choices


• Relationship marketing 


• Contemporary marketing applications


• A grounding in business techniques


• Classification of management tools and techniques:
  
  
  
  • Modelling
  
  
  • Network and systems analysis
  
  
  • Gant charts, scheduling, critical path analysis
  
  
  • Decision analysis – risk and uncertainty, payoff matrices
  
  
  • SWOT, PEST and Porter’s Five Forces
  
  
  • Tools and techniques for people management – negotiation skills
  
  
  • Stakeholder analysis
  
  
  • Tools for brainstorming
  
  
  
  

Global context:

The module uses a set of case studies and examples derived from the global market economy and business world.

Brief description of teaching and learning methods:

There are some formal lectures on marketing and management but most of the time is devoted is learning by doing. There is also time allocated to team decision-making.

Contact hours:

	Autumn	Spring	Summer
Lectures		40
Guided independent study:
Wider reading (independent)		60
Wider reading (directed)		80
Exam revision/preparation		20
Total hours by term	0	200	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	35
Written assignment including essay	40
Class test administered by School	25

Summative assessment- Examinations:

A 2-hour examination paper.

Summative assessment- Coursework and in-class tests:

Essay: This element of the coursework consists of a 2,500-word essay to be completed individually set in teaching week one. The choice of titles will be released in week 5 of the semester. Before this there will be a formative element to the coursework. Details of this will be on the moodle site and will be discussed in the first seminar. The essay titles are intended to encourage students to engage, at an early stage, in reading and analysis relating to the basic nature of marketing and approaches marketing management. The essay counts as 40% of the overall marks for the module. The essay is designed to enable students to demonstrate that they are achieving learning outcomes 1, 2, 3 and 4.

In-class test: an on-line based (Blackboard) set of questions/exercises that are based on Management Theory and Practice (25% of the final mark). The sets of questions and problems will need to be completed in a strictly defined window of time. Unless the test is completed within the predetermined window a mark of zero will apply.

Formative assessment methods:

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 also will allow the instructor to evaluate and assess learning techniques and methods.

The convenors of the module will be available during office hours and is available to help as and when the candidates need help with any part of the coursework. Please email for an appointment.

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: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/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:

Re-examination in August/September only.

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: 17 November 2022