2017/18 Taught Postgraduate Module Catalogue

LUBS5210M Marketing for Management

15 creditsClass Size: 200

Module manager: Shankha Basu
Email: S.Basu1@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2017/18

This module is not approved as an Elective

Module summary

The module is compulsory for MSc Management students and can be taken as an option by students in other departments, where specified in their programme. There are no prerequisites for this module nor is the passing of this module a prerequisite for any other module. The module is assessed by two pieces of coursework. The first assessment will involve students submitting one 2,000 work individual assignment for a total of 70% mark. This individual assignment will focus on testing your ability to apply marketing theories and concepts in real life corporate setting. Because the individual assignment will involve a case study, entailing application of all key concepts and theories in the module, this assignment will be due four weeks after the last teaching week. The second assessment will entail a 20 minute group presentation for a total of 30% mark, focusing on assessing your capacity to engage in theoretical debates on contemporary marketing related questions and issues. You will work in groups of 5 or 6. The lecturer will source contemporary marketing management questions and issues to work on. To allow enough time to search relevant literature and write up your ideas for the presentation, the group presentation will be due in week 6 of semester 2.

Objectives

This module aims to provide an overview of the theoretical underpinnings of marketing theory and to encourage critical evaluation of the application of marketing theory to practice.

Learning outcomes
Upon completion of this module students will be able to critically evaluate:
- the major concepts of marketing
- key influences on the application of marketing concepts within a business
- the marketing planning process
- how different business realities influence the choice of marketing strategy

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Work as an effective team player
- Ability to appraise and apply academic theories and present reasoned and logical arguments in marketing related situations

Subject specific
- Identify and set personal objectives for career development in marketing management
- Reflect upon their learning of marketing management skills
- Prepare and deliver a professional sales/marketing presentation suitable for company and sales/marketing meetings

Syllabus

Indicative content
- Marketing concept and marketing planning in modern organizations
- Achieving and sustaining competitive differentiation in an era of globalization
- Understanding individual and organisational Buyers
- Ethical dimensions of marketing practice
- Market intelligence processing
- Market segmentation, targeting and positioning
- Branding strategy and new product development
- Pricing strategy
- Integrated marketing Communication strategy
- Distribution strategy

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	1.00	10.00
Seminar	10	1.00	10.00
Private study hours			130.00
Total Contact hours			20.00
Total hours (100hr per 10 credits)			150.00

Private study

- 5 hours reading and preparation for each lecture/seminar: 100 hours
- Assessment: 30 hours.

Opportunities for Formative Feedback

- To present a marketing case study as a group to their peers.
- Feedback on the outcomes of presentation will be provided by peers using a supplied form and a verbal de-brief by the tutor.
- On-going monitoring of progress will take place during the seminar exercises.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	Marketing plan presentation	30.00
Assignment	Marketing Assignment, 2,000 words	70.00
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: 12/03/2018

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