ADMAMB: Advanced Marketing, Advertising and Branding

Module code: ADMAMB

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Mrs Louise Smith, email: l.smith2@reading.ac.uk

Module co-convenor: Mr Akbar Karim, email: a.a.karim@reading.ac.uk

Pre-requisite module(s):

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: Yes

Talis reading list: Yes

Last updated: 27 June 2024

Overview

Module aims and purpose

Develop a critical understanding of advanced marketing theory and practice through a series of engaging and interactive lectures along with a virtual Marketplace Simulation gaming activity. You'll be encouraged to participate throughout by sharing examples, answering questions and contributing to discussions.

You will learn core marketing principles such as segmentation, targeting, positioning, pricing and distribution. Successful companies leverage these principles to produce value propositions (value derived from products and/or services) that deliver competitive advantage. What works for one product/ company in a particular context at a particular time may not work for another or indeed the same company at a different time. Marketing and branding demands creativity, innovation, an understanding of the marketplace, and often the courage to go forward in the dark!

You'll develop industry relevant skills and knowledge of brand development and explore the role of integrated marketing communications (IMC) within the broader marketing planning process. Some of this knowledge is brought to bear in the Marketing Simulation game. In the online simulated marketplace, you will collaborate with colleagues to plan, expedite and track marketing/digital marketing plans driven by market data generated by the game

Advanced Marketing and Branding is a practical and useful course for students wishing to grow their understanding and experience of marketing. Students will be expected to supplement directed reading with independent research.

Please note, the module does not relate to agricultural or development issues. It is oriented towards decision making in a commercial environment.

Module learning outcomes

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

1. Describe and explain the marketing planning process
2. Describe and apply principles and ideas relevant to making sound marketing decisions, particularly as it relates to Branding
3. Demonstrate an understanding of Integrated Marketing Communications (IMC)
4. Develop an appreciation of the digital marketing
5. Develop ability to interpret market information and convert this into marketing intelligence
6. Work more effectively in Teams

Module content

Weekly topic, assignment type and key dates:

1. Marketing Planning Process 1
2. Marketing Planning Process 2
3. The Business Canvass
4. Branding
5. Integrated Marketing Communications (IMC)
6.  
7. Online Simulation activity in groups: Individual written assignment
8. Online Simulation activity in groups
9. Online Simulation activity in groups
10. Online Simulation activity in groups
11. Online Simulation activity in groups
12. Online Simulation activity in groups: Group written assignment

Structure

Teaching and learning methods

Interactive lectures, blackboard lecture slides, learning resources: videos and further learning resources including Vloggs, bloggs and industry websites (this is likely to change from term to term). Online simulation to be completed in groups.

Study hours

At least 30 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 50% 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