Contemporary MarketingAcademic year 2014/15

Level [M] Semester [1]Faculty of Business and LawSchool of Marketing, Strategy & CommunicationsStudent Name____________________________________________________________Email Address____________________________________________________________Course______________________________Group______________________________________Module Tutor______________________________Tutors Telephone Number______________________Tutors Email Address ____________________________________________________________

Communication Protocol: module staff will reply to student questions within a reasonable time but this will normally be within office hours only. Students are advised to check this Handbook and also to see if there are any online announcements or FAQ answers that deal with their enquiry before contacting staff.

Contents

Contents1What this Module is About12Module Timetable23Key Resources to Support Learning34Assessment34.1Assessment Summary34.2Assessment Details44.3Feedback85Understanding Your Assessment Responsibilities9

What this Module is aboutIntroduction from the Module LeaderThe module seeks to bring together a strategic approach to harnessing both traditional and digital based marketing concepts and activities as an integrated approach to identifying a range of challenges, opportunities and problem solving. This will provide students with the contemporary marketing knowledge and skills required to be a professional in the competitive digital world of the 21st century.Jon JamesModule LeaderEmail j.c.james@leedsmet.ac.ukTel - +44 113 812 482

Module AimsContemporary Marketing is a highly informative module, which will provide you with an insight into the fast paced world of marketing. The module will provide you with:

a contemporary approach to understanding the dynamic nature of marketing and the tumultuous business world marketing professionals operate within; the psychology of how and why consumers behave as they do; the role of marketing research as a means to create informed marketing decisions; product, pricing and service based management techniques; the nature and design of marketing channels; the traditional and contemporary nature of communication and media and the role of planning and strategy; an insight into ethical and sustainable marketing.

It is an exciting and insightful module that blends both academic theory and practitioner-based skills into one. This module will also help you develop the knowledge and skills required for further marketing-based studies and for any future employment in a related field. To achieve a pass in this module, you need to demonstrate your ability against the learning outcomes stated below:

Module Learning Outcomes Upon successful completion of this module students will be able to: Critically assess how a blend of key marketing concepts may be utilised to provide effective solutions in contemporary practice. Assess the marketplace and wider marketing environment as a means to identifying strategic implications for an organisation. Appraise and review how marketing planning co-ordinates integrated marketing solutions to practical business situations. Critically evaluate and apply a range of strategic marketing tools to create customer-oriented solutions and to satisfy corporate and marketing based objectives.

Module Learning Activities To help to develop the knowledge and skills required to pass this module, the module team will use a blend of teaching and learning techniques.

Lectures: these aim to deliver an overview of a given topic or theme within the module. They should be seen as one component only of the required assessment, learning & teaching strategy. Whilst copies of the relevant presentations will be posted up on the module X-stream and Blackboard page (see below) following the delivery of each of the lectures, they cannot be seen as being anything other than a set of headings on which the lectures are based. Thus, attendance and note-taking at lectures are important elements of the learning experience.

Seminars: the linked seminars provide the opportunity to explore, and develop understanding of each of the key topics of the module in depth through the prior preparation and discussion during the seminar sessions of materials presented. The seminars represent the second of the key components of the required assessment, learning & teaching strategy. (Please note that, as the modules are identical across all MBA routes, therefore, the lectures are delivered to students altogether at the same time, however, the key differentiation in terms of intensity occurs during Seminars and workshops sessions. MBA Graduates have seminars that involve understanding and conceptualisation of theoretical frameworks and then application is considered at a fundamental level within organisational context using range of case studies of contemporary marketing practice. MBAEX students have more seminars that include debate and discussion, where applications of marketing theories are considered within their own organisations (if possible) on an advanced and more detailed manner.Attendance registers will be taken at all taught sessions.

MyBeckett: will be used to allow access to the lecture slides, the module documentation, including the individual assignment and supplementary reading/study materials.

Self-Directed Study:

The focus upon your own self-directed study is profound and central to your success in this module. To help guide you with the amount of time you need to direct and dedicate to this module the university advises that 200 hours of your time is committed to the studying of this subject matter/module. Every student is different so the following can only be an indication of how you can organise your time, resources and study:

Attendance at lectures12 hours

Attendance at tutorials24 hours

Self-guided (independent) study164 hours

Total200 hours

Your responsibilitiesYou are expected to take self-responsibility for your own learning by attending lectures and tutorials and following the required reading programme. Seminars are based on the assumption that students have done the required pre-reading

Graduate Attributes Developed and AssessedAn MBA/ EMBA graduate or professional Marketing Practitioner needs to attain a high standard of both knowledge and skill to perform well in such a competitive field. To help you achieve the skills to be successful not only in your future studies, but also in your future employment, the skills highlighted below will form part of the module content and assessment:

POSTGRADUATE SKILLS & COMPETENCES

ACADEMIC SKILLS

OpportunityTo use/developAssessed

Research CapabilityX X

Critical thinkingXX

Problem SolvingXX

CreativityX X

Knowledge ManagementX

SELF-MANAGEMENT SKILLS

Critical Self Awareness

Manage Change/Adaptability

Organisation and Planningxx

Career Awarenessx

COMMUNICATION SKILLS

Written communicationxx

Oral/visual Presentation SkillsxX

Active listeningx

CIT Skillsx

Numeracy Skills

INTERPERSONAL SKILLS

Citizenshipx

Team SkillsxX

Leadership

Networkingx

Negotiatingx

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Module TimetableSemester 1 Academic Teaching weekLECTURE CONTENT (indicative)

TUTORIAL CONTENTRefer to your timetable for time and locationReading/Preparationfor the tutorial

1

Art and Science of Marketing: an introductionIntroduction to marketingTutor-led activity

2

Marketing EnvironmentStrategic Planning in MarketingAs announced in the lecture

3Consumer BehaviourMarketing EnvironmentAs announced in the lecture

4Marketing ResearchConsumer BehaviorAs announced in the lecture

5Marketing Mix: Product & Pricing StrategiesMarketing ResearchAs announced in the lecture

6Branding: Developing & Managing brandsProduct & Pricing StrategiesAs announced in the lecture

7Marketing Research Presentations

8Marketing CommunicationsBrandingAs announced in the lecture

9Social Media MarketingMarketing CommunicationsAs announced in the lecture

10Global MarketingSocial Media MarketingAs announced in the lecture

11Ethics, Sustainable MarketingAssessment discussion & drop-insWorking on assignment

12Drop-in sessionDrop-in sessionWorking on assignment

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Key Resources to Support Learning Reading and Additional resources: Key Recommended textbook(s): Baines, P., Fill, C. & Page, K. (2010), Marketing, 2e., Oxford University Press: Oxford

Boone, L. E and Kurtz, D. L. (2013) Contemporary Marketing, International Edition, 16e, Cengage Learning

Additional recommended textbooks:Blythe, J (2012). Essentials of Marketing. 5th Edition. Pearson Education: Harlow, UK.

Fahy, J. & Jobber, D. (2012) Foundations of Marketing, 4th edition, London: McGraw-Hill.

Brassington, F. & Pettitt, S. (2007) Essentials of Marketing, 2nd ed., Pearson Education: Harlow

Armstrong, G., Kotler, P., Harker, M. & Brennan, R. (2009) Marketing An Introduction. FT Prentice Hall: London

Blythe (2006) A very short, fairly interesting and reasonably cheap book about studying marketing. Sage: London

Blythe, J.(2009) Principles & Practice of Marketing 2nd ed. Cengage learning: Andover

Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2006) Marketing concepts and strategies, (5th European ed.) Boston: Houghton Mifflin.Jobber, D. (2007) Principles & Practice of Marketing, 5th ed. Maidenhead, McGraw-Hill.

Kotler, P., Wong, V., Saunders, J. & Armstrong, G. (2008) Principles of Marketing, 5th European ed. Prentice Hall:Harlow.

Where may I purchase these textbooks?The core text is available from Blackwells bookshop as follows:Blackwell Bookshop T: 0113 243244621 Blenheim Terrace Woodhouse Lane Mail to:Leeds@blackwell.co.ukLeeds , LS2 9HJOr order online at:http://bookshop.blackwell.co.uk/jsp/index.jsp

Emerald and EBSCO (Business Source Premier) are the two online databases, which will yield a large quantity of useful academic journal articles. The following journals contain articles relevant to this module, but this list is by no means exclusive.JournalsJournal of MarketingJournal of Marketing managementJournal of Marketing Theory and PracticeMarketing Intelligence and PlanningJournal of Strategic MarketingEuropean Journal of MarketingInternational Journals of Marketing Research (http://www.ijmr.com/)Qualitative Market Research: An International Journal International Journal of Marketing Research (http://www.mrs.org.uk/publications/ijmr.htm)These should help should you find any particularly useful or unhelpful, let us know. www.bbc.co.uk/eduTry the learning zone at BBC educationwww.cim.co.ukThe CIM website which provides general information regarding the institute and, with your student membership card, offers student support, past papers and up to date case studies and discussion.www.euromonitor.comEuromonitor consumer reportswww.ft.comAn online version of the quality newspaper. keynote/index.htmlUseful notes on the preparation of marketing plans, and access to research datawww.mad.co.ukMarketing Week Magazinewww.theeconomist.comUseful links, and easily-searched archives of articles from back issues

Remember there is a significant amount of information in both the lectures and tutorials much more than any lecture notes or tutorial materials will give on their own. The lecture and tutorial sessions are also designed to develop and integrate your knowledge in this subject area so a missed session can have quite an effect not just on that missed session but also on your ability in future sessions and ultimately in your assessment!

All disabled students requiring additional support or alternative arrangements must declare and provide evidence of their disability to the Disability and Advice Team as early as possible: https://www.leedsmet.ac.uk/studenthub/disability-services.htm.

Assessment Assessment Summary

Assessment Method:Weighting:Hand in date:Feedback Method:Feedback date:

1. Group Presentation & Report (a 10 minute group presentation & 2000 words report)

30%w/c 24th Nov 2014 (presentation) 2nd Dec 2014 (Report submission)Formal feedback will be given following group presentation and assessment of the group report4 weeks from assessment submission

2. Individual Coursework (a 3000 words report)

70%19th December 2014Formal feedback following assessment of individual scripts will be given4 weeks from assessment submission

ReassessmentMethod:Weighting:Hand in date:Feedback Method:Feedback date:

1. Individual Report (a 2500 words report)

30%TBAFormal feedback following assessment of individual scripts will be given4 weeks from assessment submission

2. Individual Coursework (a 3000 words report)

70%TBAFormal feedback following assessment of individual scripts will be given4 weeks from assessment submission

Assessment Details

Student Instructions for Submission of Coursework

3) This module requires you to submit your work on-line and also hand in a paper copy of that work.You MUST submit your work through the VLE using the link set up by the tutor. Receipt of your work will be recorded. Your "Turnitin assignments" in the VLE can be set up so that you can check your assignment yourself as you submit it. This checking is done by creating an "Originality Report". If this report shows that there are some problems with your work, such as un-cited quotations, you should be able to make corrections and re-submit the work again before the due date.You MUST ALSO submit a paper copy of the work with a completed Assignment Submission Form attached. The copy of the work and assignment form should be placed in the relevant assessment post-box.Please note: Tutors will follow up any suspected plagiarism and unfair practice found after the submission date as per University policy. Late penalties will apply as per University regulations.

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Feedback A mid module review will be timetabled into your module by Week 7. This is an opportunity to iron out modular issues rapidly early on in the module. In addition, you will have the opportunity to feed back formally at the end of your module. These comments will be reviewed by your course leader and course team and some may be considered at your annual course enhancement meeting. Your Student Representative will attend this and take your views to this meeting for discussion.

Understanding Your Assessment Responsibilities Mitigation and Extenuating CircumstancesIf you are experiencing problems which are adversely affecting your ability to study (called 'extenuating circumstances'), then you can apply for mitigation. You can find full details of how to apply for mitigation at: http://www.leedsmet.ac.uk/studenthub/mitigation.htm.The University operates a fit to sit / fit to submit approach to extenuating circumstances which means students who take their assessment are declaring themselves fit to do so.Late SubmissionWithout any form of extenuating circumstances, standard penalties apply for late submission of assessed work. These range from 5% to 100% of the possible total mark, depending on the number of days late. Full details (section C1.5.7) of the penalties for late submission of course work are available at http://www.leedsmet.ac.uk/about/academic-regulations.htm (see C1).Cheating, Plagiarism and Other Forms of Unfair Practice Academic misconduct occurs when you yourself have not done the work that you submit. It may include cheating, plagiarism, self-plagiarism, collusion and other forms of unfair practice. What is and what is not permitted is clearly explained in The Little Book of Cheating, Plagiarism and Unfair Practice which is available to view at: http://www.leedsmet.ac.uk/studenthub/plagiarism.htm.The serious consequences of plagiarism and other types of unfair practice are detailed in section C9 of the Academic Regulations at http://www.leedsmet.ac.uk/about/academic-regulations.htm.