Marketing

Module Title	Marketing
Module Code	25-5027-00S (BTEC = 25-5H27-00S)
Semester of Delivery	See Module Information Table
Mandatory/Elective/Option	See Module Information Table
Level	5
Credit Points	20
Assessment Mode Weighting	Coursework	50%
	Examination	50%
Pre-requisites	None
Co-requisites	None
Class Contact Hours
Average Weekly	2.5
Directed Learning
Average Weekly	10
Module Leader	Peter Lancaster
	Sheffield Business School
Module Banding	A
Approval Status	Validated

Rationale

Marketing is a business function essential to every organisation, from multi-nationals to the smallest of charities. It affects every role within these organisations from the most basic operational role to the highest strategic office. It is also a force that pervades peoples' everyday lives in the form of the multiplicity of product offerings in the market place to the advertisements that appear in peoples' homes on the TV screens.

For the above reasons alone it could be argued that a deeper grasp of marketing is essential to a well-rounded student of business.

The module provides the development of alternative evaluation and analysis. Due to the very nature of marketing there is seldom, if ever, a clear-cut right or wrong answer merely more appropriate alternatives. This in itself provides valuable cognitive skills and allows the development of confidence in students. It also provides a clear insight into the development of operational plans, all of the above skills essential to a student about to undertake a third year industrial placement.

 

Summary of Aims

1. To introduce the operational role of marketing within a variety of organisations.

2. To examine the linkage of marketing with other functional areas of a business.

3. To familiarise students with market / marketing research.

4. To examine various concepts and their roles as tools and aids in the formulation of operational marketing plans.

5. To introduce the concept of operational marketing planning in order to provide a link and building block towards final year study of marketing and management strategy.

6. To facilitate the entering of a third year placement in the marketing function.

Anticipated Learning Outcomes

On successful completion of this module students should be able to:

1. Analyse the operational role of marketing within a variety of organisations

2. Understand market/marketing research techniques and tools, conduct market research and employ the results.

3. Apply the concepts, aids and tools common to marketing management.

4. Utilise the above in the formulation of operational strategies and be comfortable making both analytical and judgmental recommendations.

5. Work within a group to create an operational marketing plan.

 

Assessment and Feedback Strategy

The module will be assessed by means of coursework and examination.

Details of the coursework together with timings for submission will be given at the start of the module.

Written feedback and marks for coursework will be given prior to the end of the session in which the module runs.

 

Module Assessment Criteria

Learning Outcome	Assessment Criterion	Level descriptors
		fail	PASS	2.2	2.1	First
Outcome 1	Coursework and Examination	Incomplete or inappropriate analysis. Lack of application	Some relevant analysis. Limited application.	Good level of analytical understanding. Reasonable application	Detailed, appropriate analysis showing high level of understanding and application	Extensive analysis demonstrating exceptional understanding and insight. Thoroughly and appropriately applied.
Outcome 2	Coursework and Examination	Inadequate or inappropriate use of techniques. Lack of analysis and application.	Some relevant use of appropriate techniques. Limited analysis and application.	Reasonable use of appropriate techniques together with reasonable analysis and application.	Good use of a range of appropriate techniques together with more detailed analysis.	Excellent use of a range of range of appropriate techniques together with detailed and comprehensive analysis.
Outcome 3	Coursework and Examination	Inadequate use of appropriate academic underpinning. Lack of application.	Some use of relevant models. Lacking in conviction.	Reasonable use and application of appropriate models and concepts.	Relevant models and concepts used and thoroughly applied.	Comprehensive and thorough use and application of appropriate models and concepts. Fluent use of terminology.
Outcome 4	Coursework and Examination	Inappropriate proposals and no sound justification.	Proposals poorly considered and limited justification.	Limited though appropriate proposals. Reasonable justification.	Relevant proposals supported by sound justification.	Well evaluated proposals showing a good level of insight and a full justification.
Outcome 5	Coursework	Inappropriate marketing plan and lack of justification and recommendations.	Poorly formulated marketing plan with limited justification and recommendations.	Appropriate marketing plan with reasonable justifications.	Relevant marketing plan supported with sound justification.	Well constructed and evaluated relevant marketing plan supported with a full justification.
Outcome 5	Coursework	Lack of cohesiveness within the team. Much inconsistency.	Some inconsistencies demonstrated.	Reasonable level of cohesiveness. No significant variance between the members.	Good understanding demonstrated by each group member.	Excellent level of understanding demonstrated by each group member. Fully consistent response.
All Outcomes	Coursework and Examination	Little or no evidence of additional reading.	Some additional material evidenced.	Reasonable level of appropriate further material.	Demonstration of a wide range of additional supporting material.	Comprehensive use of a wide range of appropriate relevant additional material.
All Outcomes	Coursework and Examination	Poor structure lacking in clarity, poor grammar.	Some appropriate structure.	Reasonable structure and clarity, reasonable grammatically correct.	Clear and logical structure. Accurately presented.	Demonstration of exceptional communication skills. Professionally presented.

The student will show evidence of:

• The ability to analyse the role and function of marketing in
• The use and application of marketing research techniques and the interpretation of the results.
• The use and analysis of concepts and models in the development of operational marketing strategies.
• Evaluation of alternative strategies and tactics and the confidence to make recommendations backed by a clear justification.
• The drawing up of an operational marketing plan.
• Effective teamworking.
• Wider reading to support assessment.
• Effective written communication.

Teaching and Learning Strategy and Methods

Lectures will be used to introduce key areas of knowledge and concepts and also to suggest key areas of wider/directed reading and references.

Seminars/workshops will be used to back up lecture material and also introduce supplementary material. Due to the applied nature of marketing, and also to the applied nature of the coursework assignment this module places particular emphasis on prior planning/preparation and participation in the seminar programme which is designed to both explore concepts but also to practice their application

Hence, students will be expected to prepare ahead of the seminars and to participate fully in their operation.

Indicative Content

The overall context of the module will be operational marketing planning. However applications to different organisational sectors, (consumer, industrial, service and not-for profit) will be included as will e-commerce within the distribution and promotional plans.

• The marketing planning process and marketing objectives. The process, frameworks, setting objectives corporate and marketing, SWOT analysis.
• Market /marketing research. Primary research, sampling, marketing information systems. Uses, techniques and analysis.
• Segmentation, targeting and positioning. Techniques and bases for segmentation, USPs and critical success factors, psychological factors.
• The product plan. PLCs and BCG models, introduction and deletion.
• The pricing plan. Objectives, strategies and methods. Use of price as a marketing tool.
• The distribution plan. Use of intermediaries, channel selection and evaluation.
• The promotion plan. Objectives, choice of media and message, the role of the agency.
• E-commerce. Use as a usp, promotional tool, distribution channel. Benefits, problems and pitfalls.