Marketing Management Handbook 2015-16(1)

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THE BUSINESS SCHOOL

Marketing Management

BMK 0101

MODULE HANDBOOK

2015-2016

Delivery

Wednesdays 3:15 to 5:15pm

BS1/07

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CONTENTS

This handbook provides information about the module and its operation. Please study it carefully. Section Page

1.0 INTRODUCTION / WELCOME 2

2.0 MODULE SPECIFICATION 2

3.0 THE MODULE TEAM 4

4.0 DELIVERY INFORMATION 5

4.1 Delivery schedule 5

4.2 Directed study guidelines 9

4.3 Seminar/Tutorial preparation 9

4.4 Module specific attendance requirements 9

5.0 ASSESSMENT INFORMATION 10

5.1 The assessment strategy 10

5.2 Assessment brief(s) 10

5.2.1 Assignment 1: Individual Coursework (Global Industry Analysis Report)

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5.2.2 Marking Criteria and Guidance for Individual Questions Assignment 1: Individual Coursework (Global Industry Analysis Report)

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5.2.3 Assessment 2: Individual Coursework (Managing Directors Report)

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5.2.4 Marking Criteria and Guidance for Individual Questions Assessment 2: Individual Coursework (Managing Directors Report)

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5.2.5 Guidance to the overall approach for both assignments 13

5.2.5.1 Conceptual 14

5.2.5.2 Contextual 14

5.2.5.3 Application 14

5.2.6 Referencing 14

5.2.7 Further Notes on Assignment 14

5.3 Assessment deadlines 15

5.4 Process for requesting an extension or submitting a claim for Extenuating Circumstances (ECs)

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5.5 Formative assessment 16

5.6 Arrangements for the return of work and feedback 17

5.7 Tutor reassessment 17

6.0 GENERAL INFORMATION 18

6.1 Academic misconduct and referencing information 18

6.2 Further reading 18

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6.3 Access to facilities 18

6.4 Health and Safety information 19 6.5 Academic Skills/Technical Support 19

1.0

INTRODUCTION / WELCOME

The course is structured to give students a theoretical and practical understanding of managerial marketing decision making. Students are introduced to general marketing concepts and the techniques and tools of market analysis required to develop effective marketing strategies, ranging from target market selection to the implementation, management and control of the marketing mix. 2.0

MODULE SPECIFICATION

1. Module Code BMK 0101 2. MODULE TITLE Marketing Management 3. Schools involved in delivery University of Huddersfield Business School 4. Name of Course(s) MSc Marketing Courses (FT & PT) MSc Management Suite (FT & PT) 5. Module Leader M Mirza 6. Location for delivery Queensgate and Franchise Centres 7. Module Type Compulsory 8. Credit Rating 15 9. Level Masters 10. Learning Methods Student contact: 24 hours Guided Independent study: 126 hours 11. Pre-Requisites None 12. Recommended Prior Study None 13. Co-Requisites None 14. Shared Teaching None 15. Professional Body Requirements None 16. Barred Combinations None 17. Graded or Non Graded Graded 18. Synopsis

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The course is structured to give students a theoretical and practical understanding of managerial marketing decision making. Students are introduced to general marketing concepts and the techniques and tools of market analysis required to develop effective marketing strategies, ranging from target market selection to the implementation and control of the marketing mix.

19. Outline Syllabus

The development of Marketing thought. Elements of contemporary strategic marketing management. An introduction to marketing planning. The marketing environment. Defining the business. Strengths and weaknesses analysis. Elements of marketing management. The competitive environment/competitor analysis, understanding customers, market segmentation and targeting. The product life cycle and portfolio analysis. Marketing objectives and strategies. Researching the market. An introduction to the market research process. Marketing information systems. Market management and strategic policy and operational issues for; products and services; pricing policies and practices; distribution and logistic; promotion, internal and external marketing communication. Developing and implementing a Marketing Plan including marketing organisation and control. Customer Service and Service Quality issues. Allied contemporary and "special" issues in marketing thought and application.

20. Learning Outcomes

Knowledge & Understanding Outcomes On completion of this module students will: 1) demonstrate a knowledge of the evolution of the marketing concept and the

development of the marketing function within organisations; 2) identify the tasks and concepts of marketing management; 3) identify the environmental and company internal factors affecting a company's

marketing effectiveness; 4) identify the contemporary issues to be addressed by marketing management. Ability Outcomes On completion of this module students will be able to: 5) formulate marketing plans; 6) identify the functional issues of an effective marketing mix and of market

analysis and research; 7) conduct a thorough environment/industry analysis. 8) devise segmentation, targeting and positioning strategies based on specific

market conditions. 21. Assessment Strategy 21.1 Formative Assessment

A range of formative devices typically in-class tests, formative feedback on summative assessments, reviews of files and folders etc will be used by tutors to aid learning. The exact nature of these assessments devices is at the discretion of the module tutor.

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21.2 Summative Assessment

Assessment tasks (including assessment weightings)

Coursework Individual 2500 word assignment 50% (Eligible for tutor re-assessment, learning outcomes 1-8) Individual 2500 word assignment [final assessment] 50% (Eligible for tutor re-assessment, learning outcomes 1-8) No assessment is subject to anonymous marking

Assessment Criteria

The assessment for criteria is as set out in the University of Huddersfield Business School Assessment Guidelines. The guidelines provide criteria for the assessment of both coursework and examinations.

22. Learning Strategy

Lectures will deliver the key concepts, techniques and theoretical aspects of marketing management. Seminar/tutorials using case studies, small group presentations and videos will be used to generate discussion and develop analysis and implementation skills.

3.0 THE MODULE TEAM The address for the Department within which your module is situated is: Department of Strategy, Marketing and Economics University of Huddersfield Business School Queensgate Huddersfield HD1 3DH Staff involved in the organisation and delivery of this module are as follows:

Dawn Halstead Course Administrator

BS1/03 01484 472662 [email protected]

Gill Healey Departmental Secretary

BS2/51 01484 472742 [email protected]

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Notification of Absence

Business School Reception

N/A [email protected]

Mohammed Mirza

Module Leader BS1/27 01484 473156 [email protected]

You can normally expect academic staff to be available in their offices at the times displayed on the notices outside their rooms – you do not need an appointment to meet with staff during these times. Please note it will not be possible to see you outside of these times. Contact details for all Business School staff can be found at http://www.hud.ac.uk/uhbs/staff/ Course Administrator The Course Administrator has responsibility for providing a full and responsive administrative service in support of the processes and procedures associated with student and course administration. If you have a problem in accessing systems for results, Unilearn or issues with your module, please contact your Course Administrator, Dawn Halstead. They can also give you guidance in relation to the submission of Extenuating Circumstances and take details of any evidence being submitted in relation to your claim. Departmental Secretary The Departmental Secretary, Gill Healey, can be contacted with general enquiries. Module Leader The Module Leader has the overall responsibility for organising, delivering and assessing a module. It is the Module Leader who you should see with any queries or problems related to specific module, if the Course Administrator or Departmental Secretary cannot help. 4.0 DELIVERY INFORMATION

4.1 Delivery Schedule

Teaching commences week beginning 29th September 2014 in Term 1 and Term 2

teaching commences week beginning 19th January 2015.

Session Date Topic Chapter(s)*

1 30/09/15 • Module Overview

• Assessment: Overview

• Marketing Dynamics

Preparation:

1

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• Read and attempt end of chapter questions for Chapter 1

• Attempt Questions on Unilearn

2 07/10/15 • Marketing Environment

• Assessment: Work in progress Recap

2

Preparation:

• Read and attempt end of chapter questions for Chapter 2.


3 14/10/15 • Products


7, 8, 9

Preparation:

• Read and attempt end of chapter questions for Chapters 7, 8, 9 (skim

initially and read comprehensively when convenient).


4 21/10/15 • Pricing


10, 11

Preparation:

• Read and attempt end of chapter questions for Chapters 10, 11.


5 28/10/15 • Formative Feedback Session 1

• Distribution

12, 13

Preparation:



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6 04/11/15 • Marketing Communications Overview

• Integrated Marketing Communications


15-19

14

Preparation:

• Read and attempt end of chapter questions for Chapter 14

(comprehensively, 15-19, initially skim and read comprehensively

when convenient).


7 11/11/15 • Reading week

8 18/11/15 • Segmentation & Targeting

• Positioning


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p. 358-60

Preparation:

• Read and attempt end of chapter questions for Chapter 5 and p. 358-

60.



• Buyer Behaviour

3, 4

Preparation:



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10 02/12/15 • Services Marketing


22

Preparation:



• 4th

December 2014: Coursework 1 Submission

11 09/12/15 • Strategic Marketing


20

Preparation:




• Marketing Research

• Planning, Implementation & Control

• Module Review

6

21

Preparation:


Attempt Questions on Unilearn

18th

December 2015: Feedback for Coursework 1

• 5th

January 2016: Coursework 2 Submission

• 26th

January 2016: Feedback for Coursework 2

*Principles of Marketing (Core Text)

4th

Edition, Prentice Hall (2010)

Brassington & Pettit

ISBN: 0273695592

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4.2 Directed study guidelines Throughout the year you will be required to complete tasks and activities outside the seminar times in preparation for scheduled seminar sessions. You will be issued with tasks and briefs either in the seminar times or through Unilearn. You must ensure that these group or individual activities are ready for the given deadline. It is your responsibility to ensure you manage your own time.

4.3 Seminar/Tutorial Preparation Reading in advance of a seminar is highlighted in the delivery schedule. In addition, tasks will be put on Unilearn as well as through email. Please ensure you are checking both Unilearn and your e-mail regularly. The seminars are centred on your core text. It is therefore essential that you at least have access to

the core text on a weekly basis. In practical terms this means that purchase of the text is

recommended, though you could possibly make arrangements for sharing.

Before each seminar you must read through the set chapters in the course text specified (including

the discussion questions and case studies at the end of each chapter). Details of specific preparation

for each session are outlined in the delivery schedule. These sessions are interactive and practical in

nature. It is therefore an essential requirement that you come to each session prepared in order to

engage and participate fully. This drives the learning on the module.

Session notes and Unilearn alone are unlikely to provide enough information to develop sufficient

depth and knowledge. In addition to your weekly sessions, you should be putting in at least 126

further hours as required by the module over the course of the 12 weeks.

The seminar itself will involve a number of possible activities as appropriate and including, for

example, tutor presentation and input, case study analysis, discussion and review questions from the

set text, presentations and formative assessment. Again it is emphasised that you, after week 1 will

be expected to pre-prepare for the seminars based on the preparation requirements highlighted in

the delivery schedule. Session slides used in each seminar will also be supplied by the tutor on

Unilearn.

4.4 Module Specific Attendance requirements As a registered student of the University, you are expected to attend your scheduled classes. If you miss classes or are late, your absence will be noted and you may find that you have to explain your poor attendance. Continued poor attendance will lead to exclusion from your course. The regulations governing this can be found at http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs just click on the Student Attendance Policy.

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For full details on how to register your attendance and report any periods of absence, please refer to your course handbook. Failure to attend the seminars as well as attend group meetings outside of the teaching times may result in your removal from your team. This will also have an impact on your final mark for the presentation (please see the marking schedule for the allocation of percentages in section 5.2). 5.0 ASSESSMENT INFORMATION

5.1 Assessment Strategy

Assessment tasks (including assessment weightings)

Individual Coursework (50%) 2500 word assignment (Eligible for tutor re-assessment, learning outcomes 1-8) Individual Coursework (50%) 2500 word assignment (Eligible for tutor re-assessment, learning outcomes 1-8) No assessment is subject to anonymous marking

5.2. Assessment Briefs

Assessment and feedback is a significant aspect of the University’s Teaching and Learning strategy.

Please ensure that you are familiar with the Assessment and Feedback Strategy. The document is

also available under the assessment tab in Unilearn

5.2.1 Assignment 1: Individual Coursework (Global Industry Analysis Report)

You have been appointed as a Senior Marketing Executive for Volkswagen. As part of your role you are required to produce a Global Industry Analysis Report into the Passenger Car sector. In particular, you are required to address the following issues: Q1 Undertake a global industry analysis into the passenger car sector to identify

key opportunities and threats within the global market. (50 marks) Q2 Introduce a new passenger car based on the opportunities identified from the

analysis undertaken in Q1. (20 marks) Q3 Identify an appropriate segmentation and targeting strategy for the new car. (30

marks)

2500 words

4th December 2015: Coursework 1 Submission 18th December 2015: Feedback for Coursework 1

18th January 2016: Tutor Re-Assessment for Coursework 1

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5.2.2 Marking Criteria and Guidance for Individual Questions: Assignment 1 (Global Industry Analysis Report) As you would expect, the assessment is looking for evidence of an understanding of and application of the basic principles of the areas of marketing covered by the assignment as well as application of the principles to the company / situation in the assignment.

Top Students who simply repeat chunks of the textbook and students who simply ‘theory dump’ without evidence of real understanding and application will not pass.

Top mark students will show e.g. critical awareness, compare and contrast and otherwise show insights into the concepts and ideas and their application. You have been appointed as a Senior Marketing Executive for Volkswagen. As part of your role you are required to produce a Global Industry Analysis Report into the Passenger Car sector. In particular, you are required to address the following issues: Q1 Undertake a global industry analysis into the passenger car sector to identify key opportunities and threats within the global market. (50 marks)

• A comprehensive analysis of all three levels using a recognised industry analysis model(s). • Highlighting key areas within each level with an appropriate level of explanation for

the key areas. • Identification of key strengths, weaknesses, opportunities and threats resulting

from the industry analysis. • Prioritisation of opportunities and threats based on the industry analysis and

overall business objectives. • Supported with referenced and up-to-date evidence throughout.

Q2 Introduce a new passenger car based on the opportunities identified from the

analysis undertaken in Q1. (20 marks)

• Rational and justification for introducing the new product/service.

• Identification of and detailing of the marketing mix elements.

• Supported with referenced and up-to-date evidence throughout Q3 Identify an appropriate segmentation and targeting strategy for the new car. (30

marks)

• Identification of the relevant segmentation criteria to be used for the segmentation strategy (from the various segmentation categories).

• Clear rational and justification provided for the segmentation strategy. • Identification of the relevant targeting strategy from the various options available. • Clear rational and justification provided for the targeting strategy. • Supported with referenced and up-to-date evidence throughout.

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5.2.3 Assignment 2: Individual Coursework (Managing Directors Report) You have been appointed as the Marketing Director for Volkswagen. As part of your role you are required to address the following issues: Q1 Critically review the Global Industry Analysis Report produced by the Senior

Marketing Executive and highlight the key strengths and weaknesses of the report. Highlight ways in which the report could have been improved. (10 marks)

Q2 Identify the positioning objective(s) of this new car and design a positioning

strategy and marketing communications plan based on achieving this objective(s) that takes into account the pre-launch, launch and post launch stages. (50 marks)

Q4 On what basis (competitive advantage) would the new car compete in the

market place in the long-run? (40 marks)

2500 words

5th January 2016: Coursework 2 Submission 26th January 2016: Feedback for Coursework 2

9th February 2016: Tutor Re-Assessment for Coursework 2

5.2.4 Marking Criteria and Guidance for Individual Questions: Assignment 2 (Marketing Directors Report)

As you would expect, the assessment is looking for evidence of an understanding of and application of the basic principles of the areas of marketing covered by the assignment as well as application of the principles to the company / situation in the assignment.

Top Students who simply repeat chunks of the textbook and students who simply ‘theory dump’ without evidence of real understanding and application will not pass.

Top mark students will show e.g. critical awareness, compare and contrast and otherwise show insights into the concepts and ideas and their application. You have been appointed as the Marketing Director for Volkswagen. As part of your role you are required to address the following issues: Q1 Critically review the Global Industry Analysis Report produced by the Senior

Marketing Executive and highlight the key strengths and weaknesses of the report. Highlight ways in which the report could have been improved. (10 marks)

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• Identification of the key strengths of the Global Industry Report produced by the Marketing Executive.

• Identification of the key weaknesses of the Global Industry Report produced by the Marketing Executive.

• Identification of ways in which the Global Industry Report could have been improved.

• A critique of the main aspects of the report and the report overall. Q2 Identify the positioning objective(s) of this new car and design a positioning

strategy and marketing communications plan based on achieving this objective(s) that takes into account the pre-launch, launch and post launch stages. (50 marks)

• Identification of the key positioning objective(s) based on the segmentation and

targeting strategies. • Identification of the key marketing communications plan objective(s) based on the

segmentation, targeting and positioning strategies. • Development of the communications plan linked to the segmentation, targeting

and positioning strategies. • Clear rational and justification for the positioning and communications strategies. • Supported with referenced and up-to-date evidence throughout.

Q4 On what basis (competitive advantage) would the new car compete in the

market place in the ‘long-run’? (40 marks)

• Identification of the main competitive advantage approaches/strategies. • Identification of the appropriate strategy based on a clear rational and

justification. • Identification of how the strategy will be maintained in the ‘long run’. • Supported with referenced and up-to-date evidence throughout.

5.2.5 Guidance to the overall approach for both assignments

As a guide marks will be awarded for:

• Understanding of basic concepts • Application to situation • Critical awareness • Referencing • Style/expression • Additional /further insights

The assessment consists of three elements: conceptual, contextual, and application.

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5.2.5.1 Conceptual Each question is based on clear and identifiable branding concepts. Using referenced work, you are required to highlight these areas and provide an appropriate level of explanation of each concept. You should demonstrate a clear understanding of the key concepts. You should avoid simply copying and referencing definitions.

5.2.5.2 Contextual The assessment should be based on a real life organisation/product/service. You are therefore required to undertake the relevant research into the organisation and industry in order to gain the necessary level of insight into the characteristics and workings of both the organisation and industry.

5.2.5.3 Application This element requires you to integrate sports branding/sponsorship concepts within the context provided, resulting in the application. For this to happen, you must have a thorough understanding of the relevant branding/sponsorship concepts, the context, and demonstrate critical awareness (in order to then apply the concepts to the context).

5.2.6 Referencing

Referencing is a critical aspect of this assessment. You will be required to search for and review the appropriate sources required to address the questions. You should familiarise yourself with the resources available through the University and in particular Summon. Academic journal articles should be the main focus for your reading and referencing of the marketing concepts, with a variety of other sources contributing towards the research and referencing requirements for the context and application elements (e.g. industry reports, web sites, texts).

5.2.7 Further Notes on Assignment

1. Length: 2500 words Maximum (not including appendices or bibliography / references). 2. Under no circumstances should you exceed the word limit. Only work up to the word

limit will be marked. 3. Report format required: Justified alignment, Ariel 11 font minimum. 4. The work should be an individual piece of work and should be fully referenced

where appropriate. 5. The work should be submitted according to the Business Schools procedures for

completing and handing in assignment work. Please check with the School Office (Level 1) if you are unsure as to these.

6. Please follow University procedures / regulations if requesting extensions.

7. Submission of work: The assignment must be submitted electronically through Turnitin

on UniLearn.

8. Submission date: See section 5.3; on or before 11:59. Please note you will normally be penalised for late submission after this time.

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9. Work submitted up to 5 working days after the deadline without an extension will be

marked up to a maximum of 40%.

10. Tutor reassessment applies to this assignment. This means that if you score less than 40% you will be offered an opportunity to improve your mark within a specified time limit as directed by the module tutor.

11. Work will normally be returned within 3 working weeks of submission.

5.3 Assessment deadlines

Submission date Feedback Date Tutor Re-Assessment

Submission Date

Term 1

Assignment 1 4th

December 2015 18th

December 2015 18th

January 2016

Assignment 2 5th

January 2016 26th

January 2016 9th

February 2016

It is important that you keep a copy of all of the work you submit for assessment. You are

strongly advised to use the electronic storage system provided by the University, using the

allocated space on the ‘K’ drive.

It is School policy that all assessed work must be submitted electronically via Turnitin, by

23:59 on the published date of submission. No hard copies should be submitted unless this

is identified as a requirement in the Assessment Brief. Where hard copies are required,

please ensure the work submitted is stapled in the top left hand corner, not submitted in

folders or ring binders and your student ID number and name are clearly visible on the

assessment.

If you are not able to submit by the deadline, you must inform your Course Leader, Radi Haloub. Depending on the circumstances, you may need to ask for an extension or submit an extenuating circumstances form – see Section 5.4 below. Assessed work which is submitted late but within five working days of the agreed submission

date will be accepted and the maximum mark available for that piece of assessment will be

40%. This does not apply to the submission of assessed work relating to Tutor

Reassessment, referral or deferral requirements but does apply to previously agreed,

extended or renegotiated deadlines. Work submitted later than this without an approved

extension will receive a mark of 0%.

Please note that loss of data or printing errors are not deemed to be acceptable reasons for

the late submission of work.

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It is your responsibility to upload your submission/s onto Turnitin by 23.59 by the dates shown above. Any technical difficulties can be dealt with by calling the computing helpdesk 01484 473737 which is available 24/7.

5.4 Process for requesting an extension or submitting a claim for

Extenuating Circumstances (ECs)

There are procedures in place for you to request a short extension to a deadline but this request has to be made no later than two working days after the published submission date. If you have difficulties such as a short-term illness and need to request an extension, you should submit a request via the eCover extension and submission system – supporting information to confirm your circumstances may be required. A guide to the eCover system is available on the intranet. Late requests for extensions are not accepted and you run the risk of scoring a maximum of 40% for that piece of work if submitted late but within 5 working days of the original deadline, or 0% if submitted later than this without an approved extension. The University understands that there may be times when your ability to complete a piece of assessed work or to concentrate on your studies may be hindered by factors beyond your control – such as illness or significant personal difficulties. The regulations include a process to allow students who are affected in this way to bring these extenuating circumstances (ECs) to the attention of the relevant people in the School (such as the Course Assessment Board) so that proper account can be taken. Please be aware that a claim for ECs will usually only be accepted where you’ve been able to demonstrate that the circumstances described have had a direct impact on you and were substantial and unexpected - in all other cases students would be expected to negotiate an extension. The regulations for ECs can be found in Section 5 at http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs When completing an EC form please be careful to include the correct modules and assessments and to be sure that you attach appropriate and acceptable evidence to your claim. Once completed your claim has to be submitted to the Course Administration Office (BS1/03) within 5 working days of the date by which your assessment should have been completed.

5.5 Formative assessment Opportunities for formative feedback sessions for both the group presentation and individual coursework have been timetabled in to the delivery schedule. Please refer to section 4.1. You will be asked to prepare for these sessions to enable staff to offer guidance on your work in progress. Please note that I will not be on vacation from the 21st December 2015 until the 18th January 2016 and therefore will not be available to respond to e-mails and any form of feedback requests during this period. All the opportunities for feedback and input have been incorporated into the module delivery schedule to take account of this fact.

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5.6 Arrangements for the return of work and feedback

You should normally receive feedback on your assessments three teaching (i.e. term time)

weeks after the submission date for the assessment. Dates for the return of work and

feedback are indicated within Section 5.3 of this handbook. Feedback should help you

understand why you received the mark and what you can do to improve your performance in

future assessments.

Feedback will be given for your summative assessments in class. In addition, the marking criteria/guidance will be completed so you can see how the final marks for the summative assessments were allocated against all pieces of work. Your final overall mark for both pieces of work will be loaded onto Grademark, which you can access through Unilearn from 30th April 2015.

5.7 Tutor Reassessment Tutor Reassessment (TR) is where a student is given a single opportunity to re-submit an eligible piece of work and for it to be remarked prior to the meeting of the Course Assessment Board. Tutor reassessment will only be offered if you submit a piece of work for the original assessment and achieve a mark of between 0 and 39%. The maximum mark available for a tutor reassessment is 40%. The full regulations for tutor reassessment can be found in Section E at http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs As indicated in Section 5.1, the following piece(s) of assessment are eligible for tutor

reassessment:

You will be informed at the point you receive feedback whether your work is subject to Tutor

Reassessment. You will give two weeks to resubmit from the point of receiving your

feedback.

Submission date Feedback Date Tutor Re-Assessment

Submission Date

Term 1

Assignment 1 4th

December 2015 18th

December 2015 18th

January 2016

Assignment 2 5th

January 2016 26th

January 2016 9th

February 2016

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6 GENERAL INFORMATION

6.1 Academic misconduct and referencing information

The University regards any action by a student that may result in an unfair academic

advantage as a serious offence. It is your responsibility to ensure at all times that the

assessments you complete are entirely your own work and that you have used the relevant

referencing technique correctly and in full. The full set of regulations which govern

Academic Integrity can be found under Section 4, Assessment Regulations 3 and 4 at

http://www2.hud.ac.uk/registry/students_handbook.php

Further information on academic integrity, including an overview of the support available for

referencing, can be found within your course handbook; it is important that you familiarise

yourself with this information.

6.2 Further reading

Indicative Reading List (please use the latest editions):

Texts Brassington et al. Principles of Marketing, Prentice Hall Kotler. Marketing Management: Analysis, Planning Implementation and Control, Prentice Hall Hutt et al. Business Marketing Management, Dryden Press Mercer. Marketing, Blackwell Aaker. Strategic Market Management, Wiley Dibb et al. Marketing, Houghton Mifflin Christopher et al. Relationship Marketing, Butterworth-Heinemann Journals Journal of Marketing Management Journal of Marketing Business Horizons Harvard Business review Quartlery Review of Marketing European Journal of Marketing Other Information Extensive use is made of academic and practitioner based resources.

6.3 Arrangements for borrowing equipment/accessing labs/studios

If you wish to borrow equipment or gain access to specialist facilities please discuss your requirements with your Course leader or Year Tutor.

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6.4 Aspects of Health and Safety specific to the module An overview of the Health and Safety arrangements in place for both the University and the Business School can be found within your course handbook.

6.5 Academic Skills/Technical Support The Learning Development Group offers study skills support to all students within the Business School, covering topics such as reading, research, academic writing (including referencing) and reflective practice. Their contact details can be found within Unilearn under the ‘Learning Development Group’ tab.

Documents

Marketing Management Handbook 2015-16(1)