AD2AMM: Applied Marketing and Management

Module code: AD2AMM

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Level 2 (Intermediate)

When you'll be taught: Semester 2

Module convenor: Mr Nick Walker, email: n.walker@reading.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE AD1FMM OR TAKE AP1EM2 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: No

Talis reading list: No

Last updated: 20 May 2024

Overview

Module aims and purpose

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. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Apply key theoretical and practical marketing ideas including identifying how marketing ideas influence and interact with other major commercial trends in business
2. Reflect critically on the nature of marketing and its continuing relevance in society and analyse different situations faced by organisations
3. Plan projects, including the control and evaluation of the project performance
4. Develop skills enabling the specification of management problems for selection of appropriate tools andcation of management problems for selection of appropriate tools and techniques (network analysis, critical path analysis, stakeholder analysis, flow charts, Gantt charts, etc.)

Module content

The course will cover all of the following topics, although the focus of the course may differ from year to year with some topics being given more emphasis depending on their topicality: 

• Segmentation targeting and positioning 
• Marketing management tools of analysis 
• Building a brand 
• Strategic options for the marketing mix: product choices, pricing and distribution choices 
• 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 

Structure

Teaching and learning methods

Interactive lectures, blackboard lecture slides, case studies, learning resources: videos and further learning resources including Vlogs, blogs and industry websites (this is likely to change from term to term). 

Study hours

At least 44 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Reassessment

Additional costs