How To Teach Marketing

Transcription

1 Unit Information Form (UIF) UIF1314 The UIF provides essential information to students, staff teams and others on a particular Unit. Please refer to the University s Guidance notes on Unit Information Forms before completing the details below SECTION 1 - Changes made to Section 1 of the UIF will require Faculty level approval. If substantial changes to Units/Courses are required, consult with Sub Dean (Quality Enhancement) for advice Unit Name Unit Code Marketing for Managers MAR601-6 Level 7 Credit Value 15 Location of Delivery Summary/Overview PG Centre, Luton Marketing has become an increasingly vital ingredient for business success. Marketing is a company-wide undertaking. Marketing drives the organisation's vision, mission, and strategy development. Organisations that neglect their marketing activities and operations are doomed to failure. For organisations some of the key questions are: what do my customers want; how do potential and actual customers view my offering; how do I make my product or service different; how much shall I charge for it and where/how do I 'talk about' it and make it available? All of these questions are of course posed in a context of competition and in a political, economic, socio-cultural and technological framework that is constantly evolving. The motto for organisations often is 'change or die'. Therefore, the Marketing for Managers Unit will introduce you to these challenges and the strategies to tackle them. At this stage, you will appreciate that making the right marketing decisions is not always easy. You would require not only the relevant theories and principles, but also creativity and passion in making decisions. Whether you run your own business or play a managing role in an organisation, and whether that organisation is big or small, mastering the 'art' and 'science' of marketing is essential for success. Through the use of a large number of small cases, we aim to help you build your knowledge of business organisations alongside laying the foundation of marketing theory. Aims The aim of this unit is to enable you to:

2 Analyse and critically assess current marketing problems, challenges, and opportunities using conceptual tools and frameworks for effective decision making; Build your knowledge, skills and understanding of the complex nature of the interface between organisation and customer, in what is widely recognised as an increasingly turbulent socio-economic climate; Prepare and evaluate marketing plans that harmonise the organisation's objectives, capabilities and resources with marketplace needs and opportunities; Build your skills in the management of marketing activities and in the development and implementation of marketing programmes; Take a holistic view of marketing, within the context of the wider business, political and social environment. Core Learning Outcomes Learning Outcomes On completion of this Unit you should be able to: Critically analyse the nature of marketing orientation. Identify and critically evaluate environmental factors that can affect organisational success. Evaluate marketing research. Undertake a marketing audit of an organisation. Design and propose strategic marketing developments. Apply well developed knowledge to analyse the theoretical underpinnings of the nature of marketing strategy and tactics and the process by which these can be channelled towards marketing effectiveness Assessment Criteria To achieve the learning outcome you must demonstrate the ability to: Identify and critically analyse the degree of market orientation of given organisations in cases provided. Be able to chart the evolution of business orientations over time and the orientation of today s leading edge businesses. For each case study used in the unit identify, categorise and analyse the environmental factors at play and consider their impact on the organisations Identify quantitative and qualitative information gaps in case study material and the relevant sources needed to fill such lacunae. In case study exercises, and in the final marketing plan report, identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the organisation relative to its external environment In case study exercises, and in the final marketing plan report, identify, formulate and justify the constituent elements of a marketing plan to take the organisation forward In the seminar discussion questions and in the marketing plan report, consistently apply in-depth knowledge and reference relevant marketing management theory.

3 SECTION 2 - Any changes made to Section 2 of the UIF will normally require Faculty level approval Period of delivery Pre-requisites/Restrictions Student Activity 15 credit hours) (10 notional learning hours = 1 credit) In this Unit you will be expected to spend time engaging in the following One Term Activity Notional Learning Hours Lectures/Seminars 24 Assessment 26 e-learning 20 Self-directed study 65 Individual Report 15 Other (specify) Total 150 Approach to Learning In keeping with the intellectual demands of a post-graduate course this unit will require you to read thoroughly and extensively; think critically; apply concepts; contribute to proceedings fully, both orally and in writing. There will be short formal input by way of lecture, but essentially the seminar leader's role will be to check your understanding of key concepts from prior reading and to give structured feedback on oral and written work that is produced. Each session will have roughly the following format: Summary and clarification of the main points of a given topic (based on prior reading); Presentation and critique of 2-3 student seminar papers; and discussion of a Mini Case Study. Local case studies and examples of practice will be used where appropriate. Before each session you must have: read the relevant textbook chapters; prepared in writing (word-processed) the answer to a discussion question - this will have necessitated identifying, absorbing and synthesising a range of writing relevant to the task; prepared a case, a seminar paper or other specified material for discussion. You must bring two copies of the prepared discussion question to the contact session; one is collected at the start of the session by the seminar leader. This learning process is supported by BREO for, among other things, various communication, providing lecture/seminar materials, assignment feedback, administrative issues etc Skills Development Communication To help with the development of this you will monitor progress and adapt your strategy, as necessary to achieve the quality of outcomes in work involving: A series of oral and written presentations of seminar papers about complex subjects A time constrained written test solving complex problems.

4 Assessment Strategy A group presentation (oral & written) about a complex subject Information Literacy To help with the development of this you will: Develop a strategy for using application of IT skills over an extended period of time. Research and Evaluation To help with the development of this you will: Monitor progress and adapt your strategy, as necessary, to achieve the quality of outcomes required in work involving the use of data collection, analyses, synthesis, and reporting for complex purposes Creativity and Critical Thinking To help with the development of this you will: Demonstrate balanced analysis and argument, linking theory to practice Evaluate alternative solutions in solving problems, and Demonstrate elements of originality in solving problems There are two assessments: The first assessment involves the submission of written seminar papers, of which the best paper as determined by you after feedback - will be graded. You choose which paper to have graded, and may modify and expand on it. The seminar papers follow the chapters/themes covered in the unit and require research, synthesis and critical thinking. The second assessment will be an individual marketing plan report scheduled in the final sessions of the unit. The tutor will provide a substantial case study to be used as the basis for the plan. The above assessments address the Level 7 cognitive descriptors and generic skills. More specifically, the following criteria will be used: answering the question fully; evidence of the application of marketing theory; evidence of wider reading through citations and references; use of real-world examples; critical thinking; creative solutions; and clarity of expression. No Learning Outcomes Submission week Assessment Description of Assessment Weight Assessed (assignments) or Method* Method % length (exam) 1 RE Individual Report 50 X X X Week 7 2 RE Individual Report (Marketing Plan Report based on a case study) 50 X X X X X X Week 14 *The following codes for assessment methods apply:-

5 AR Artefact PC practical CB computer-based PF performance CS case study PL placement DI dissertation or project PO portfolio EX Exam PR presentation GR group report RE individual report IT in-unit test OR oral LR literature review OT other SECTION 3 - Once initial approval of the unit has been given, the Unit Co-ordinator may make changes to this section, following appropriate consultation Outline Teaching Schedule Marketing and Marketing Orientation Consumer Behaviour Conducting Marketing Research Market Segmentation and Positioning Communicating Customer Value: Integrated Marketing Communications (IMC) New Product Development and the Product life Cycle Concept (PLC) Brand Management Developing Marketing Strategies and Plans Building Direct Customer Relationships: Social Media Marketing Sustainable Marketing: Marketing Ethics and Corporate Social Responsibility Recommended Resources Essential Kotler, P. and Keller, K.L., (2012), Marketing Management, 14 th. Ed., New Jersey: Pearson Prentice Hall. Background Baines, Fill and Page, (2012), Marketing, 2 nd Ed, Oxford OUP. Brassington, F. & Pettitt, S. (2006), Principles of Marketing, 4 th. ed. Harlow: Financial Times Prentice Hall Chaffey, D., Ellis Chadwick, F., Mayer, R., Johnston., K., (2009) Internet Marketing Management, 4 th ed, FT Prentice Hall. Cravens, Lamb and Crittenden, (2002), Strategic Marketing Management Cases, 7 th edition, McGraw-Hill International edition. Dibb, Simkin, Pride and Ferrell, (2012), Marketing Concepts and Strategies, 6 th Edition, Cengage Learning,UK. Hakansson, H. and Waluszewski, A., (2005), Developing a new understanding of markets: reinterpreting the 4Ps, Journal of Business & Industrial Marketing, 20(3) pp Hu, M.Y. and Griffith, D.A., (1997), Conceptualising the global marketplace: marketing strategy implications, Marketing Intelligence & Planning, 15(3) pp Johansson J.K., Ronkainen I.A. (2004), The brand challenge, Marketing Management, 13(2) pp Richard, L & Jackson, K., (2000),The Financial Times Marketing Casebook, Harlow: Financial Times Prentice

6 Hall Siraliova, J. and Angelis, J.J., (2006), Marketing strategy in the Baltics: standardise or adapt?, Baltic Journal of Management, 1(2) pp Wilkinson, T.J., McAlister, A. and Widmier, S., (2007), Reaching the international consumer: An assessment of the international direct marketing environment, Direct Marketing: An International Journal, 1(1) pp Journals and Periodicals Brand Management Direct Marketing: An International Journal European Journal of Marketing Harvard Business Review Journal of Business & Industrial Marketing Journal of Business Ethics Journal of Business Strategy Journal of Consumer Behaviour: An International Research Review Journal of Marketing Journal of Marketing Management Journal of Product & Brand Management Journal of Strategic Marketing Marketing Intelligence & Planning Marketing Management Fortune Magazine Industry Week Marketing Marketing Week The Economist The Economist Intelligence Unit The Financial Times The Marketer Time Magazine SECTION 4 Administrative Information Faculty Portfolio Department/School/Division Unit Co-ordinator University of Bedfordshire Business School Full Time MBA & Full Time PG Human Resource Management Department of Marketing, Tourism and Hospitality Dr Rosemary Burnley Version Number Body approving this version Date of University approval of this version (dd/mm/yyyy) Shared Units Indicate below all courses which include this Unit in their diet MBA, MBA (Hospital and Health Services Management), MBA (Information Technology Management), MBA (Finance), MBA (Marketing), (MBA Brand Management), MBA (Human Resource Management), MBA

7 (Engineering Management) Form completed by: Name: Dr Rosemary Burnley Date: May 2013 Authorisation on behalf of the Faculty Teaching Quality and Standards Committee (FTQSC) Chair: Date:... Unit Updates Date (dd/mm/yyyy) Nature of Update FTQSC Minute Ref: