BE511-5-AU-CO:
Marketing Management
2023/24
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 5
ReassessmentOnly
Thursday 05 October 2023
Friday 15 December 2023
15
27 June 2023
Requisites for this module
BE400 or BE501 or IA711
(none)
(none)
(none)
BE440, BE518, BE530, BE535, BE938, BE939, BE940
This module covers the core elements of marketing management, building on fundamental marketing and broader business concepts.
The aims of this module are:
- Students will develop an understanding of the core components of marketing management.
- Students will develop an understanding of the role and importance of market research by conducting their own research and analysing their findings.
- Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.
- Students will learn fundamental branding principles.
- Students will learn about the Extended Marketing Mix and marketing planning.
By the end of this module, students will be expected to be able to:
- Demonstrate a practical understanding of the role of marketing management and marketing planning in helping products and services succeed in competitive environments.
- Demonstrate a practical understanding of the Segmentation, targeting, and Positioning (STP) process.
- Demonstrate a practical understanding of the role of branding in positioning products and services.
- Demonstrate a practical understanding of the importance of managing the Extended Marketing Mix and Marketing Communications effectively to target specific consumer segments.
Skills for Your Professional Life (Transferable Skills)
- Important marketing skills as you put theory into action.
- Research skills as you conduct your own market research.
- Skills related to innovativeness and curiosity as you develop ideas based on your research findings.
- Teamwork skills as you engage in group-work.
- Skills related to creativity, critical thinking and reflection as you solve marketing problems.
This 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).
This module will be delivered via:
- One 1-hour lecture per week.
- One 1-hour seminar per week.
Independent Study
Outside of lectures and classes, you are expected to work every week.
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Baines, P.
et al. (2021d) ‘Chapters 1-4’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
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Baines, P.
et al. (2021a) ‘Chapter 5’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021e) ‘Chapters 5-6’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021f) ‘Chapters 6-7’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
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Baines, P.
et al. (2021g) ‘Chapters 8-9’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
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Baines, P.
et al. (2021b) ‘Chapter 10’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021c) ‘Chapter 12’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
-
Baines, P.
et al. (2021h) ‘Chapters 10-12’, in
Fundamentals of Marketing. 2nd Revised edition. Oxford: Oxford University Press. Available at:
https://app.kortext.com/Shibboleth.sso/Login?entityID=https://idp0.essex.ac.uk/shibboleth&target=https://app.kortext.com/borrow/793935.
The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's
reading list.
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
Dr Erik Jacobi, email: ejacobi@essex.ac.uk.
Dr Erik Jacobi
ebsugcol@essex.ac.uk
No
Yes
No
Dr Muhammad Asif Khan
Available via Moodle
Of 398 hours, 0 (0%) hours available to students:
398 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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