2017/18 Taught Postgraduate Module Catalogue

LUBS5852M Marketing

15 creditsClass Size: 60

Module manager: Dr Sourindra Banerjee
Email: S.Banerjee1@leeds.ac.uk

Taught: 1 Nov to 31 Jan View Timetable

Year running 2017/18

Module replaces

LUBS 5851M

This module is not approved as an Elective

Module summary

The module seeks to present you with a comprehensive overview of marketing through the integration of theory and practice. We will examine the key principles of strategic marking through three intensive and interactive workshops. These will be supported by a pre-session interactive webinar and a post-session tutorial.

Objectives

The aims of this module are: 1) to provide students with the knowledge and skills to assess and integrate key marketing theories and concepts in the context of strategic business management; 2) to evaluate the role of marketing within an organisation and appraise the contribution made by the marketing function to the delivery of organisational objectives and mission; and 3) to understand the process and stages of strategic marketing planning.

Learning outcomes
Knowledge outcomes:

Upon completion of this module students will be able to:
- Critically evaluate the role, contribution and process of strategic marketing as both a functional specialism and a business orientation.
- Assess the role of marketing in the formulation of strategic plans and its contribution to the achievement of organisational objectives.
- Recognise and evaluate the importance of internally consistent marketing plans targeted at prioritised groups of customers.

Skills outcomes:
Transferable:
- Written communication
- Critical thinking
- Research

Subject specific:
Upon completion of this module students will be able to produce an organisational based strategic marketing analysis.

Syllabus

Indicative content:
- Marketing orientation versus sales and production orientation
- Marketing mix: product, price, promotion, place
- Customer segmentation, targeting and positioning.
- Buyer behaviour: B2C and B2B perspectives, processes and influences.
- Competitive advantage: sources, models, frameworks
- Marketing planning process: role. stages, evaluation, barriers
- Services marketing: 7ps

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	1	2.00	2.00
Workshop	3	10.00	30.00
Tutorials	1	3.00	3.00
Private study hours			115.00
Total Contact hours			35.00
Total hours (100hr per 10 credits)			150.00

Private study

Students will be required to undertake reading and research prior to the start of the module and participate in an interactive webinar. To support the taught workshops students will be required to read chapters from the core text and a range of academic journal articles. For the assignment students will need to undertake independent research and source and read a range of secondary information.

Opportunities for Formative Feedback

The webinar will enable the tutor to evaluate knowledge at the start of the module. Once classes begin student understanding can be monitored via Q&A sessions and case studies. The tutorial will take place after the taught workshops and focus on the coursework. This will further enable monitoring of student progress.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	3000 Words	100.00
Total percentage (Assessment Coursework)		100.00

The resit for this module will be 100% by coursework

Reading list

The reading list is available from the Library website

Last updated: 24/01/2018

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