Description / paper instructions
Follow the instruction on the file call “requirement…”
(Important)The1.docx is the lastest requirement and guidline from modular leader, the essay should follow those guiline. It also provides some link for related material and references searching.The others are some of reports of Tesco from Internet.
Marketing Management
Nature of Subject and Aims
This unit aims to introduce the discipline of marketing to Marketing MSc students. This unit covers the theory and practice of marketing in organisations – which functions embrace developing, planning and coordinating marketing decisions to achieve marketing goals and objectives and build competitive advantage.
This unit aims to provide students with depth of understanding of marketing planning, strategy development and marketing auditing using tools and techniques for developing strategic direction, implementation of marketing decisions including marketing communications, pricing, distribution, product and distribution decisions, segmentation, targeting and positioning decisions and buyer behaviour decisions.
Learning Outcomes
By the end of this unit, students should be able to:
- · Understand the context of marketing including the concept of consumer needs, wants,
consumer segments, consumer and business markets, and consumer demand.
- · Ability to analyse and understand the various elements of a marketing environment
including the macro and micro environment.
- · Comprehend the components of a marketing strategy, including segmentation of
consumer markets, positioning methods & targeting approaches.
- · Understand the principles of product and brand management including marketing of
services
- · Understand the principles of pricing in the context of marketing a product or a service
- · Understand the principles of promoting products/services.
- · Understand the role of physical distribution and logistics in marketing a product
- · Complete a marketing audit of an organisation in order to make recommendations for
future marketing strategies.
Teaching Methods
This module is taught through 11 x 2hr weekly lectures and 10 x 1hr tutorials. Lectures will provide the core knowledge of the subject, introduce underlying concepts and provide a demonstration of current and proposed practices. Tutorials are to encourage discussion
and analysis as well as to develop students’ communication skills, teamwork and creative insight, through analyses and presentations of case studies. Additional teaching methods may include guest speakers/lecturers to give the course either a practical edge or to provide a specialist edge.
Assessment
Students must individually complete a 3,000-word marketing audit on a company of their choice (in a country of their choice). The marketing audit is comprised of an analysis of the marketing environment (macro and micro), the marketing mix, the segmentation, targeting and positioning and recommendations for future strategies, as well as prepare (in groups) a marketing mix analysis of a chosen brand, present it in tutorial group and submit a report (1000 words).
Indicative Reading
Core Reading
· Solomon, M.R. Marshall, G.W., Stuart, E.W., Mitchell, V.-W. and Barnes, B. (2012)
Marketing: Real People, Real Decisions. Harlow: Pearson Education.
Further Reading
- · Blythe, J. (2006) A Very Short, Fairly Interesting and Reasonably Cheap Book About
Studying Marketing. London: Sage.
- · Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (eds, 1999) Rethinking Marketing:
Towards Critical Marketing Accountings. London: Sage.
- · Cochoy, F. (2016) On Curiosity. Manchester: Mattering Press.
- · Gabriel, Y. and Lang, T. (2015) The Unmanageable Consumer, third edition. London: Sage.
- · Goddard, A. (1998) The Language of Advertising: Written Texts. London: Routledge.
- · Malefyt, T.D. and Moeran, B. (eds, 2003) Advertising Cultures. Oxford: Berg.
Lecture schedule
30.09 |
What is marketing? |
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07.10 |
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Marketing environment |
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14.10 |
Marketing research |
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21.10 |
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Marketing planning and strategy |
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28.10 |
Market segmentation and positioning |
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04.11 |
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Consumer and business markets: buyer behaviour |
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11.11 |
Products and brands |
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18.11 |
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Prices and supply chains |
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25.11 |
Marketing communication; digital and social marketing |
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02.12 |
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Ethical issues in marketing |
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Tutorials start on 07.10, and continue weekly until 02.12
Management School – Postgraduate Coursework Specification
Module Code: MGT6145 |
Coursework Code: 1 |
Module Title: Marketing Management |
Date Available: 28.10.2019 |
Submission details: 7.11.2019, 12pm (noon)
Electronic submission only through MOLE
Students should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on 7.11.2019 onwards. Details of how to calculate a late penalty can be found in the PG Handbook. It is the student’s responsibility to ensure the document/file has uploaded successfully.
When submitting students must:
- Include a completed cover sheet (available from MOLE)
- Use ‘Student Numbers, MGT6145-1’ (e.g. 150011001 150011002 150011003 150011004, MGT6145-1) as the document’s file name and also as the Assignment Title in Turnitin.
There will be a penalty of 5 marks for wrong file name, as it adds a lot of additional work for the administrative staff. |
Contribution to Final Mark for Module: 20% |
Maximum Word Length: 1000
The word count is for the main body of the text and ignores the reference list and appendices. If you exceed the word length you will be penalised. For details see the Management School Handbooks. |
Requirements:
In groups of up to four people, choose a brand present on the British market. Using publically available sources, describe the marketing mix (4Ps) usedto market that brand. Your presentation should include
- · A short description of the chosen brand (enough that a person not familiar with it should be able to understand the rest of your analysis
- · Detailed description of each of the 4 Ps (Price, Product, Place, Promotion)
- · Evaluation of whether the different elements work together to create a coherent and consistent marketing mix, or whether there are problems with how the marketing mix appears to potential customers.
The presentation will take place during the tutorial session on 21st October or 28th October). It should take no more than 10 minutes. All team members are expected to participate. You will receive feedback from tutorial leader and members of other groups.
Based on your work for the presentation and on the feedback you receive, in the same group, prepare (in the same group) a written report containing the same three sections as the presentation. It should be no more than 1000 words in total (excluding references and title page). Remember to reference all the sources that you have used.
Presentation itself is not graded (but it is mandatory), the report is.
The report will account for 20% of your final grade. All group members will receive the same grade.
The report is due on 7th November, and should be submitted online (only 1 person should submit) via MOLE. |
Assessment criteria |
Hard Fail (0-39) |
Soft Fail (40-49) |
Pass (50-59) |
Merit (60-69) |
Distinction (70-79) |
Distinction (80+) |
Presentation of the chosen brand and its environment |
No background information is provided or it is uninformative. The market is not described, or is described in insufficient detail to get any understanding of the object of analysis. No sources are provided |
Report presents some background information and an overview of the market and the presented brand, but does not provide a clear picture of the object of analysis. No sources are provided. |
Report presents the background information and market in which the brand operates; it relies on few sources |
Report presents the background information and market context for the analysed brand providing a clear picture and details. It collates a number of sources to give a balanced overview. |
The presentation of brand background and its market relies on a number of different sources and provides insights useful for conducting subsequent analyses. |
Comprehensive presentation of the brand relies on a number of different, trustworthy sources, and highlights the features distinguishing the studied brand and its market. |
4P elements |
There is no or inadequate description of the price, product, promotion and/or place. Features mentioned are misassigned in the analysis. No sources are given for presented information |
Various features of the brand marketing mix but with little context. Some of them are misassigned in the 4P examination. Few or no sources are given for presented information. |
Marketing mix is presented in detail and in context. Its influence on the analysed organisation is noted. Section relies on a modest number of sources |
Marketing mix is presented in detail and in context, with factors presented chosen for their significance. Numerous sources are used to compile information. |
Marketing mix is presented in detail and in context; relations between different factors are described and analysed. Possibilities of changing assignation are discussed. Numerous sources are used to compile information. |
As in the 70-79 range, but with care given to present the most relevant information as well as a comprehensive general picture. Sources are carefully selected to provide the most trustworthy and detailed information on the topics presented. |
Evaluation of the marketing mix |
No major factors relating to interrelation of 4P elements are presented and/or evaluation does not follow from 4P presentation. |
Evaluation presented does not appear to cover the interplay between established factors of different 4P elements, though there is some overlap between preceding examination and evaluation |
Evaluation describes interplay of 4P elements and takes into account factors identified in 4P presentation |
Evaluation of marketing mix interplay is based on preceding analysis, and makes use of 4P factors identified earlier. |
Presented evaluation shows interrelation and overlap between different elements described in the 4P presentation analysis; It takes into account customer perception and market conditions. |
As in the 70-79 range, but the evaluation also considers trends and (possible or predicted) changes rather than just current state of the perception of the marketing mix. |
Overall thoroughness and consistency |
There is no flow of argumentation between sections. Major issues affecting the brand marketing mix are ignored |
There is no clear line of argumentation. Some major issues affecting the brand marketing mix are ignored. Evaluation section does not follow features established in the 4P presentation |
There is a line of argumentation throughout the report. 4P presentation forms the basis of evaluation. |
There is a clear line of argumentation throughout the report, with each preceding section contributing to the following ones. Evidence is introduced at the 4P presentation stage, and referred to again as needed. |
A clear line of analysis comprises a comprehensive overview of the brand and its marketing mix. Evidence adds up to provide a clear, grounded understanding of the brand marketing mix and is used to substantiate claims about its coherence and cohesiveness |
The report forms a cohesive whole, the sources used are trustworthy and treated critically, and are employed to build an argument that provides both a good understanding of the brands marketing mix and its apparent coherence and cohesiveness. |
Referencing: you must reference your work correctly using the Harvard method (also known as the author date system, or APA). Failure to do so will result in the deduction of marks and possible proceedings under the University’s Regulations as to Academic Integrity. |
Independence of working:
You are reminded of the University’s Regulations on Academic Integrity, which are outlined in the School’s Handbooks. Should you be found to be in breach of them you will be subject to disciplinary procedures. |
Other Submission Details:
Body text font and font size (e.g. Times New Roman size 12), standard margins, 1 1⁄2 line spacing. |
Other matters: |
Management School – Postgraduate Coursework Specification
Module Code: MGT6145 |
Coursework Code: 2 |
Module Title: Marketing Management |
Date Available: 25.11.2019 |
Submission details: 05.12.2019, 12pm (noon)
Electronic submission only through MOLE
Students should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on 05.12.2019 onwards. Details of how to calculate a late penalty can be found in the PG Handbook. It is the student’s responsibility to ensure the document/file has uploaded successfully.
When submitting students must:
- Include a completed cover sheet (available from MOLE)
- Use ‘Student Number, MGT6145-2’ (e.g. 150011001, MGT6145-2) as the document’s file name and also as the Assignment Title in Turnitin.
There will be a penalty of 5 marks for wrong file name, as it adds a lot of additional work for the administrative staff. |
Contribution to Final Mark for Module: 80% |
Maximum Word Length: 3000
The word count is for the main body of the text and ignores the reference list and appendices. If you exceed the word length you will be penalised. For details see the Management School Handbooks. |
Requirements:
Choose an existing organisation (not a brand or product line)—it has to be recognisable as a separate entity, though it might be a subsidiary of another
organisation. It may market a single brand (or brand line) or many different brands and/or products.
Gather as much information as possible about this organisation’s market and its current status. Conduct a marketing audit of the organisation. Present it in the form of a written report.
Your report should start with background description for the company and the market(s) it operates on. It should contain both PEEST and SWOT analysis. It should identify three or more major issues facing the organisation; consider both the positive and negative factors affecting the organisation when deciding on these issues: they should represent confluence of the factors identified in the preceding analysis.
The audit should conclude with suggestions for dealing with the identified issues.
Your report should consist of no more than 3000 words (excluding references). It should be written individually. It will account for 80% of your module grade.
Plagiarism and other unfair means of producing work will not be tolerated.
Assessment criteria |
Hard Fail (0-39) |
Soft Fail (40-49) |
Pass (50-59) |
Merit (60-69) |
Distinction (70-79) |
Distinction (80+) |
Presentation of the chosen organisation |
No background information is provided or it is uninformative. Markets are not described, or are described in insufficient detail to get any understanding of the object of analysis. No sources are provided |
Report presents some background history and (some) markets of the presented organisation, but does not provide a clear picture of the object of analysis. No sources are provided. |
Report presents the background history and markets on which the organisation operates; it relies on few sources |
Report presents the background history and markets for the analysed organisation providing a clear picture and details. It collates a number of sources to give a balanced overview. |
The presentation of organisational background and its markets relies on a number of different sources and provides insights useful for conducting subsequent analyses. |
Comprehensive background presentation relies on a number of different, trustworthy sources, and highlights the features distinguishing the studied organisation and its environment. |
PEEST (or PEST, PESTEL etc.) Analysis |
There is no or inadequate description of the macroenvironment, and no analysis. No sources are given for presented information. |
There is a description of each feature of the macroenvironment, but no analysis—market features are presented indiscriminately. Few or no sources of presented information. |
Features of the macroenvironment are presented in detail, with focus on their influence on the organisation. Section relies on a modest number of sources |
Features of the macroenvironment are presented in detail and consistently, showing their importance for the analysed organisation, and examining the significance of each. Numerous sources are used to compile information. |
Features of the macrenvironment are presented in detail, and are examined in relation to the organisation’s mission and present strategy. Numerous sources are used to compile information. |
The presented PEEST analysis comprehensively describes the macroenvironment of the studied organisation, giving sources for presented information. Relevance of the described features is made clear, with links to the organisation’s mission and strategy. |
SWOT Analysis |
There is no or inadequate description of the strengths, weaknesses, opportunities and/or threats. Features mentioned are misassigned in the analysis. No sources are given for presented information |
Various features of the organisation and its micro- environment are presented, but with little context. Some of them are misassigned in the SWOT grid. Few or no sources are given for presented information. |
Micro-environment is presented in detail and in context. Their influence on the analysed organisation is noted. Section relies on a modest number of sources |
Micro-environment is presented in detail and in context, with factors presented chosen for their significance. Numerous sources are used to compile information. |
Micro-environment is presented in detail and in context; relations between different factors are described and analysed. Possibilities of changing assignation are discussed. Numerous sources are used to compile information. |
As in the 70-79 range, but with care given to present the most relevant information as well as a comprehensive general picture. Sources are carefully selected to provide the most trustworthy and detailed information on the topics presented. |
Issue identification and recommendations |
No major issues or recommendations for dealing with them are presented, or presented issues and/or recommendations do not follow from analysis. |
Issues presented do not appear to cover the main results of the analysis, though there is overlap between previous analyses and the selection of major issues. Recommendations do not take into consideration previously presented information |
Issues presented are the most significant ones identified so far. Recommendations take into account previous analysis |
Issues presented are the most significant ones, often combining various factors identified earlier. Recommendations make use of organisational assets and problems identified earlier. |
Issues presented are the most significant ones, showing interrelation between different factors in the external and internal environment of the organisation. Recommendations take into account not just a single issue each, but a general situation of the studied organisation. |
The report presents the most relevant issues facing the organisation, showing the ways in which different factors combine to influence the issue. There are clear links to preceding analysis, and organisational resources as well as already adopted strategies are taken into account when formulating innovative but realizable recommendations |
Referencing: you must reference your work correctly using the Harvard method (also known as the author date system, or APA). Failure to do so will result in the deduction of marks and possible proceedings under the University’s Regulations as to Academic Integrity |
Independence of working:
You are reminded of the University’s Regulations on Academic Integrity, which are outlined in the School’s Handbooks. Should you be found to be in breach of them you will be subject to disciplinary procedures. |
Other Submission Details:
Body text font and font size (e.g. Times New Roman size 12), standard margins, 1 1⁄2 line spacing |
Other matters: |
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