Marketing Practice

Module Details:

Module Code & Title: 2BM040 Marketing Practice

OVERVIEW OF THE MODULE / MODULE AIMS

In a global context and with markets shifting and changing constantly it is crucial that businesses and other organisations are able to assimilate information and conduct effective marketing planning. This module provides knowledge and understanding of marketing in an applied context. Key marketing theories and principles are applied to the practical aspects of marketing planning. Students learn how to analyse marketing requirements as they affect particular operation and to produce a workable marketing plan that covers all the relevant aspects of marketing. Students will use real life cases or work-based material.

In order to achieve the above, students will study Marketing Practice through the acquisition of theoretical concepts and knowledge, and the development of practical and personal skills. There will be an appropriate balance between academic learning and real application of Marketing Practice concepts and models.

The general aim is that York St John University develops graduates, who will:

a). Immediately be able to apply what they know in their chosen career or position,
b). Have the necessary skills and credibility to undertake further academic study, and
c). Continue to grow in effectiveness by successfully managing their own learning in the future.

Learning and teaching in Business Management is predicated on individual Personal Development. During their degree programme students will work towards becoming more autonomous learners. Through a process of critical evaluation and synthesis of the knowledge they acquire, and the practising of key skills, in ever more complex interpersonal and project situations, students will develop into reflective management practitioners.

Students will aim to acquire greater in-depth knowledge and understanding of specialist subject areas and demonstrate an increasing capacity to use such concepts in research and analysis as they progress throughout their degree programme.

INTRODUCTION TO THE MODULE

The module is based on the principles and practice of marketing planning. Students will be introduced to variety of planning tools and theoretical models and will apply these to their own product ideas. Working in groups they will outline plan in an oral presentation which they will then work up individually as a detailed market plan in report format. The module will connect theory with practice at each stage in the planning process and students will be challenged to apply theoretical constructs and models in practical situations. Students will also be encouraged to analyse real and simulated marketing scenarios from problem-solving and interpretive perspectives.

LEARNING OUTCOMES

1. Analyse market, operational and environmental situations using a variety of theoretical models/tools.

2. Identify appropriate marketing responses to relatively complex current market situations.

3. Apply and evaluate a range of workable marketing solutions to real or simulated cases.

4. Analyse and evaluate the marketing planning process as an effective means of addressing marketing problems and implementing and evaluating marketing solutions.

Assessment Details

N.B. Please note word counts should include quotes and tables but not appendices.

All assignments must be posted on Moodle by the specified time

????A Marketing Plan (3500 word equivalent)
Learning outcomes 3.1 and 3.3 Weighting 70%

DEADLINE: 2.00PM Friday 13th DECEMBER 2012

????And

????An oral group presentation: 20 minutes plus 10 minutes for questions
????
????3.2 and 3.4 Weighting 30%

PRESENTATIONS WILL TAKE PLACE IN DECEMBER
A SCHEDULE OF PRESENTATIONS WILL BE POSTED NEARER THE TIME

Detailed guidance is provided in the accompanying module handbook and marking criteria are posted on MOODLE. Additional briefings will be provided in seminar sessions

Assessment Criteria

Assignment 1
Written Report (70%)
The assignment brief (learning outcomes 1 & 3)

Using a company or organisation of your choice (this can be fictitious or real) that is planning to market a product or service to a specific sector within the United Kingdom you are requested to produce a marketing plan, which illustrates how you as a Director of the company are preparing to enter/address conditions of the current market.

This is an individual assignment.

Word count: 3,500

Format: Individual assignment, report style, double line spaced, 12 font

Re-sit: Any students who fail this and as a consequence the module overall, will be asked to re-submit this element specifically addressing those areas identified as not being to the minimum pass standard required.

The marks from this assignment account for 70% of the overall module mark.

Further guidance:

The marketing plan must include (but is not limited to) the following elements:

Executive summary: to describe the plan’s objectives and outline the main points briefly

The current marketing situation: to provide background about the relevant current markets, customers, products, competition, external opportunities and threats, environmental trends, strengths and weaknesses in the context of the organisation

Objectives & issues: to show what the marketing plan is designed to achieve ; to identify and explain key issues that could affect the plan’s implementation and success

Target markets, segmentation and positioning: to indicate who will be targeted and how the organisation, products or brand will be positioned for the selected segments identified

Marketing strategy: to describe broadly how the plan will apply in moving toward the objectives that have been set

Marketing programmes: to describe the set of coordinated actions that will implemented for the 7 Ps of the marketing mix

Implementation controls: to show the marketing organisation needed for implementation of the plan, how progress can be monitored and measured in progressing towards the stated objectives and any consideration towards contingency plans if results vary from those projected

Academic content: at all stages in the plan it is important that the content should be underpinned with the inclusion of relevant academic theory, concepts and models where appropriate. This should be referenced throughout.

For detailed assessment criteria see MOODLE

Assignment 2:

Group Presentation (30%)

As part of a small group and using a company of your choice (this can be fictitious or real) that is planning to market a product or service to a specific sector within the United Kingdom you are requested to produce a marketing plan, which illustrates how you as a Director of the company are preparing to enter/address conditions of the current market.
Report your findings by means of an oral presentation
The group should supply a summary outlining the contribution of each group member to this assessment

This is a group assignment.

Format: group assignment, oral presentation

Re- sit: Any students who fail this and as a consequence the module overall, will be asked to re-submit this element as a Power Point summary of their contribution to the presentation with supporting notes on the issues covered and how it fits with the overall plan

Further guidance:

You will be awarded marks for professionalism in terms of verbal and non-verbal communication, use of visual aids and the level of understanding displayed in relation to the subject matter.

You will also be expected to make recommendations about further action and to justify and defend these in discussion

The marketing plan presentation must include (but is not limited to) the following elements:

Introduction & outline summary: to describe the plan’s objectives and outline the main points briefly

Objectives & issues: to show what the marketing plan is designed to achieve ; to identify and explain key issues that could affect the plan’s implementation and success

Target markets, segmentation and positioning: to indicate who will be targeted and how the organisation, products or brand will be positioned for the selected segments identified

Marketing strategy: to describe broadly how the plan will apply in moving toward the objectives that have been set

Marketing programmes: to describe the set of coordinated actions that will implemented for the 7 Ps of the marketing mix

More detailed assessment criteria see MOODLE

REGULATIONS ON CHEATING AND PLAGIARISM

Students are warned that the University will take the offences of cheating and plagiarism very seriously. Please read the Cheating and Plagiarism information carefully and seek further help via Cheating and Plagiarism Web Page.

EXTERNAL EXAMINER
The External Examiner for this module is Mark Ridolfo a senior lecturer and Associate Dean from Bournemouth University. Further information regarding External Examiners can be found in the ‘Important Information for Business School Students’ document (accessible via the link below).

Key Dates

Welcome Week w/c 16th September 2013
Semester 1 teaching w/c 23rd September 2013
Graduation ceremonies 13th, 14th and 15th November 2013
Christmas Vacation 16th December 2013 – 3rd January 2014
Semester 1 post-Christmas w/c 6th January 2014 (week 13)
Registrar’s Deadline 17th January 2014 (12 noon)
Semester 2 teaching w/c 27th January 2014
Easter Vacation 7th April – 25th April 2014
Semester 2 teaching continued w/c 28th April 2014
End of semester 2 30th May 2014
Registrar’s Deadline TBC

MODULE OUTLINE / TIMETABLE / KEY DATES
Consult your timetable for details of times and locations. Consult Moodle page for details of topics on a weekly basis.

LECTURES

Lectures take place on Tuesday afternoons at 3.30 in the Fountains Lecture Theatre

SEMINAR GROUPS

Your seminar timetable for Wednesday mornings is as follows. These will differ from that shown on your timetable

GROUP TIME ROOM

A 01 09.00 – 10.00 FS219

A 02 11.00 – 12.00 FS219

A 03 10.00 – 11.00 FS220

A 04 12.00 – 13.00 FS220

WORKSHOPS

At the following times you may use the rooms indicated for workshops, private study, group work meetings etc

09.00 – 10.00 FS220
10.00 – 11.00 FS219
11.00 – 12.00 FS220

Note to Students:
Classes will finish 5 minutes before the hour. Academic staff are responsible for ensuring that any room used for teaching is completely vacated and ready for use by the timetabled end of the session. This timing allows for interchange of students and installation of equipment.

Study and Hours

The total study time which you should be setting aside for this module comprises class time, tutorials, assignment work/assessments, preparation for tasks set in class and reading/private study. [These figures are standardised in University-wide documentation]
You should note that only 3 hours are spent in class and tutorials. Therefore, you should allow sufficient time to successfully complete the module.

RESOURCES – KEY TEXTS

Essential: one or other of the following

Jobber, D. (2008) Principles and Practice of Marketing 4th edition, Prentice Hall (and more recent editions)

Kotler, P. & Armstrong, G (2006) Principles of marketing: International Edition 10th edition Prentice Hall (and more recent editions)

Recommended

Fill, C. (2007) Integrated Marketing Communications, Butterworth Heinemann (and more recent editions)

Academic Periodicals

Journal of Services Marketing
European Journal of Marketing
International Journal of Marketing Studies
Journal of Consumer Marketing
Journal of Fashion Marketing and Management
Journal of Marketing and Communications

… and many more

Other Periodicals (these are trade and professional journals NOT academic journals)

Marketing
Marketing Business
Marketing Week
Management Today

You will find these Web sites helpful for the module and are advised to consult them regularly. You may discover other Websites that are also helpful.

http://www.cim.co.uk

Chartered Institute of Marketing website.

Your Academic Liaison Librarian to contact for help is Jane Munks (j.munks@yorksj.ac.uk)

This handbook should be read in conjunction with:
Undergraduate Important Information for Business School Students
(accessible by clicking on this link)
2BM040
Marketing in Practice
Assessment Criteria: Individual Report
Student Name Mark:

Grade 1st 2.1 2.2 3 Fail
Criteria

Presentation, structure and report as an exercise in communication An excellent report with a very clear structure and highly professional use of the report format.
A good report with a clear structure and very professional use of the report format.
A reasonable report with structural elements in place if not always complete. Report format is discernable if not complete to professional standards. An adequate report with some structural faults and omissions. Report format is not completed to professional standards.
A weak presentation lacking adequate structure and detail. The report format has not been used with sufficient effect
A clear explanation and understanding of the different theories; models and approaches to the study of marketing practice Demonstrates an excellent understanding of models and theories with relevant and insightful observations based on theoretical frameworks and relevant literature. In the course of the report the literature and models are also compared, contrasted and discussed in a critical and evaluative discourse. Demonstrates a good understanding of models and with relevant observations based on theoretical frameworks and relevant literature. The literature is also discussed in terms of what it adds to an understanding of the marketing plan Demonstrates a reasonable understanding of models and with relevant links not always fully articulated. The literature is mentioned but not discussed. Demonstrates some understanding of models and theories but these are not comprehensive and there may be key omissions. Relevant links to the literature are weakly articulated and not followed through. Demonstrates little or no understanding of models and theories and relevant links to the literature are missing.
Scoping and background research The report provides an excellent analysis of the business back ground and context justifying the idea and business in terms of a strategy for developing into the market and marketing plan
The report provides a good analysis identifying strengths and weakness in terms of a strategy for developing into the market The report provides a reasonable analysis identifying some strengths and weakness in terms of a strategy for developing into the market The report provides an adequate analysis, but identifies few strengths and weakness in terms of a strategy for developing into the market The report does not provide an adequate analysis and does not adequately identify strengths and weakness in terms of a strategy for developing into the market
Marketing Planning:
Environment
Process and Programme
Positioning

Provides an excellent understanding of the marketing environment and positioning issues and demonstrates clearly how these have been addressed in the marketing programme. Shows excellent awareness of marketing planning Provides a good understanding of the marketing environment and positioning issues and demonstrates clearly how these have been addressed in the marketing programme. Shows good awareness of marketing planning Provides a reasonable understanding of the marketing environment and positioning issues and demonstrates clearly how these have been addressed in the marketing programme. Shows reasonable awareness of marketing planning Provides an adequate understanding of the marketing environment and positioning issues and demonstrates clearly how these have been addressed in the marketing programme. Shows an adequate awareness of marketing planning Provides insufficient understanding of the marketing environment and insufficient awareness of how marketing planning issues have been addressed.
An holistic approach which is designed to assess the students current reading, general awareness and application The student demonstrates excellent overall awareness of the topic and an excellent depth of knowledge from reading and academic reflection evidenced in a sceptical and questioning approach The student demonstrates a good overall awareness of the topic and a good depth of knowledge from reading and academic reflection evidenced in a sceptical and questioning approach The student demonstrates a reasonable awareness of the topic and shows evidence of reading around the issues and academic reflection with some evidence of critical thinking The student demonstrates some awareness of the topic and shows evidence of reading around the issues. The student demonstrates inadequate awareness of the topic and shows little or no evidence of reading around the issues.

OVERALL GRADE CATEGORY