2022/23 Taught Postgraduate Module Catalogue

LUBS5964M Marketing for Management

15 creditsClass Size: 200

Module manager: Shankha Basu
Email: bussbas@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

This module is not approved as an Elective

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:
1. The major concepts of marketing
2. Key influences on the application of marketing concepts within a business
3. The marketing planning process
4. How different business realities influence the choice of marketing strategy

Skills outcomes
- 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

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	2,000 words	70.00
Group Project	Marketing plan presentation	30.00
Total percentage (Assessment Coursework)		100.00

Resit is by 2,000 word essay for 100% of the module mark

Reading list

The reading list is available from the Library website

Last updated: 29/04/2022 15:28:13

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