BE511-5-AP-KS:
Marketing Management
2022/23
Essex Business School
Kaplan Singapore
Autumn & Spring
Undergraduate: Level 5
Current
Thursday 06 October 2022
Friday 24 March 2023
15
01 February 2023
Requisites for this module
(none)
(none)
(none)
(none)
BE440, BE518, BE530, BE938, BE939, BE940
This module covers the core elements of marketing management, building on the fundamental marketing and broader business concepts taught during the first year, in particular during BE400 Introduction to Management and Marketing. The module explores marketing planning; the segmentation, targeting and positioning (STP) process; fundamental branding principles; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment). Weekly one-hour lectures present important theoretical concepts, which students are then asked to put into practice. The module is assessed via two individually prepared coursework assignments and aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.
1. Students will develop an understanding of the core components of marketing management.
2. Students will develop an understanding of the role and importance of market research by conducting their own research and analysing their findings.
3. Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.
4. Students will learn fundamental branding principles.
5. Students will learn about the Extended Marketing Mix and marketing planning.
On successful completion of the module, students will be able to:
1. Understand the role of marketing management in helping products and services succeed in competitive environments.
2. Understand the key elements of marketing planning.
3. Understand the Segmentation, Targeting and Positioning (STP) process.
4. Understand the role of branding in positioning products and services.
5. Understand the importance of managing the Extended Marketing Mix and Marketing Communications effectively in order to target specific consumer segments.
Skills for Your Professional Life
(Transferable Skills - reflecting the skills mapping recently undertaken in EBS)
1. Important marketing skills as you put theory into action.
2. Research skills as you conduct your own market research.
3. Skills related to innovativeness and curiosity as you develop ideas based on your research findings.
4. Teamwork skills as you engage in group-work.
5. Skills related to creativity, critical thinking and reflection as you solve marketing problems.
This module will thereby cover the following skills from the EBS skills map:
- A1 Synthesis and bringing together concepts and ideas
- A2 Critical thinking
- A3 Evaluation of evidence
- A4 Creative problem solving
- A5 Recognise rival conceptual ideas
- D1 Analysing quantitative data
- D2 Analysing qualitative data
- D3 Analysing financial data
- D4 Analysing Academic literature
- D5 Analysis of different business reports
- S1 Teamwork
- S3 Showing adaptability to changing circumstances
- S4 Showing own initiative
- S5 Demonstrating motivation to succeed
- C3 Expressing ideas for business purposes
- C5 Argumentation / Essay writing skills
- T1 Core IT skills (word, excel, PowerPoint, outlook)
- R6 Understanding plagiarism and referencing
- BM5 Ability to critically evaluate consumer behaviour, brand and digital marketing communication channels
- M4 Interpret and understand business-related information including visual and media analysis
No information available.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
No
No
No
No external examiner information available for this module.
Available via Moodle
No lecture recording information available for this module.
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