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2015/16 Taught Postgraduate Module Catalogue

LUBS5851M Marketing

10 creditsClass Size: 50

Module manager: Angela Carroll
Email: A.Carroll@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2015/16

This module is not approved as an Elective

Objectives

This module aims to provide students with the knowledge and skills to assess and integrate the key concepts and theories relating to marketing in the context of strategic business management and evaluate the role of marketing and the contribution made by this function to the delivery of organisational objectives and mission. It will explore the application of theory and concepts in practice to evaluate marketing needs, opportunities and problems.

Learning outcomes
Upon completion of this module students will be able to:
- Evaluate the core theories and concepts of marketing within a broader business management context
- Apply knowledge of the discipline to evaluate the role, contribution and process of strategic marketing as both a functional specialism and a business orientation
- Assess the role of marketing in meeting organisational objectives in today's turbulent environment
- Evaluate and recognise the importance of internally consistent marketing plans targeted at prioritised groups of customers

Skills outcomes
Upon completion of this module students will be able to:
Transferable Skills
-Produce articulate, effective and professional written communications

Subject specific
- Produce an organisational based strategic marketing analysis


Syllabus

Indicative content
Marketing concept, definition and role
Customer segmentation, targeting and positioning
Buyer behaviour, B2C and B2B perspectives, processed and influences
Competitive advantage; sources, models, frameworks
Marketing planning, role, stages, evaluation, barriers
Marketing mix; product, pricing, distribution, communications; extended mix

Key learning is developed through an individual and contextual analysis of the role, contribution and process of marketing planning.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Workshop48.0032.00
Private study hours68.00
Total Contact hours32.00
Total hours (100hr per 10 credits)100.00

Private study

A total of 68 hours are available for reading appropriate chapters of the recommended text and ancillary materials, preparing an environmental analysis of the company and undertakingresearch necessary to complete the module assessment.

Opportunities for Formative Feedback

This will be provided on an individual basis on pre-prepared work presented during the module. In addition, feedback will be available following case study and video segment analysis sessions.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Assignment3,000 words work based100.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 24/03/2015

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