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Westminster Business School




MA Marketing Management


Course Handbook




2006 - 7




                              1
CONTENTS




Welcome from Professor Len Shackleton,
Dean of Westminster Business School                         3


Introd...
Professor J R (‘Len’) Shackleton
                              Dean,
                               Westminster Business S...
Introduction
Welcome to the MA Marketing Management (MAMM) course at Westminster Business
School.

The purpose of this han...
1      Course Description

1.1    Course Title

       The full title of the course is “Master of Arts in Marketing Manage...
1.4   Course Structure

      The course consists of eight modules, seven of which are Core Modules
      and one of which...
Indicative course structure full-time mode, September start:




  Semester 1                                   Semester 2...
1.5    Induction

       Before the course begins, there will be a Course Induction programme of events
       which all s...
concepts the latest thinking and developments including the implications of e-marketing
        will be addressed and deve...
fundamental concepts and techniques of marketing.

        Students whose first language is not English will normally be e...
subject to change.


6.      Pro Forma Standard Course Regulations for Postgraduate
        Courses, MA, MSc, MBA or LLM, ...
Core modules to the value of 160 credits must be passed as follows:




          Code        Module title                ...
To qualify for the award of Postgraduate Certificate in Marketing Management a
       student must have passed modules fro...
7.    Useful Contacts

Course Leader
 Frank Auton              autonf@wmin.ac.uk
                          0207911 5000 ex...
Head of Department, Marketing and Business Strategy

Dr Jaafar El-Murad           3208        muradj@wmin.ac.uk


8.   Som...
MARKETING COMMUNICATIONS
Full Module Title:
Short Module Title:                        Marketing Communications
Module Cod...
♦ Analyse the theoretical and practical tenets to the managerial contexts likely to be faced by students taking
  the unit...
Assessment Methods and Weightings:

1. Coursework
Worth 30% of total module marks, coursework will assess the following co...
Direct Marketing
+McCorkell G. (1997), Direct and Database Marketing, Kogan Page
          McDonald William (1998), Direct...
www.adassoc.org.uk                                                                       Advertising
                     ...
ACTIVITY: S = Seminar                                                                                                     ...
G

                                                                          ES




     ns as a
                         ...
MODULE: MARKETING COMMUNICATIONS CODE: 4MAM7A2 MODULE LEADER Trevor
Wright SEM 1 2005/6…
TABLE 2: CAREER MANAGEMENT SKILLS...
Full Module Title:                         1.1.1.1   PRODUCT AND PRICING
                                                 ...
1. Have an in-depth critical understanding of the nature of products and how different types of product can be
   classifi...
Teaching and Learning Methods:

 The module is delivered by a series of lectures and seminars. The seminars, usually based...
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  1. 1. Westminster Business School MA Marketing Management Course Handbook 2006 - 7 1
  2. 2. CONTENTS Welcome from Professor Len Shackleton, Dean of Westminster Business School 3 Introduction 4 1. Description 5 2. Course Philosophy and Learning Outcomes 7 3. Equal Opportunities 11 4. Admissions 11 5. Assessment of Modules 11 6. Pro forma Course Regulations for Postgraduate Courses, 180 Credit Tariff 12 7. Useful Contacts 14 APPENDIX: 16 Module syllabuses 2
  3. 3. Professor J R (‘Len’) Shackleton Dean, Westminster Business School Welcome to the new academic year at Westminster Business School. This large and diverse School now has over 4000 students from all over the world studying a wide range of business subjects at both undergraduate and postgraduate level. Although it is thoroughly modern and outward-looking, WBS draws on a tradition of management teaching at this University which goes back for around eighty years. We know a great deal about students and their needs – whether home or overseas, full-time or part-time. But we can always learn more, and you can help us. We are constantly striving to improve our provision for all our students, and to increase their employability in a rapidly changing job market. Our staff – over 140 permanent academic staff plus a large number of administrative and support staff – are here to help you to achieve your ambitions and goals. Please make full use of all the facilities which the School makes available. Let me and my colleagues know what you think of our work, make suggestions for improvement, and come to us with any problems before they begin to impact on your studies. I wish you all the very best in your studies. Len Shackleton shackll@wmin.ac.uk 3
  4. 4. Introduction Welcome to the MA Marketing Management (MAMM) course at Westminster Business School. The purpose of this handbook is to give you some of the key information that you will need whilst studying the MAMM course at WBS including a description of the course, details of the course structure and the main University regulations that apply. The course website, which should be checked regularly for current information, is on the University Blackboard system. Further information can be also found from the following sources: • the MAMM course website and your module websites on the University Blackboard system, which should be checked regularly for announcements • the University website and intranet at www.wmin.ac.uk • the Postgraduate Office • the Postgraduate Tutorial and Advice Office • the MAMM Course Leader • the relevant Module Leader for enquiries about a particular module you are studying • Westminster Business School Postgraduate Handbook of General Information • Essential Westminster 2006 – 7 issued by the University • the Handbook of Academic Regulations 2006 issued by the University • The Academic Registrar’s homepage on the University website at www.wmin.ac.uk/academicregistrars Frank Auton Course Leader, MA Marketing Management autonf@wmin.ac.uk 0207 911 5000 ext. 3145 Room C286 4
  5. 5. 1 Course Description 1.1 Course Title The full title of the course is “Master of Arts in Marketing Management.” The course is also referred to as the MA Marketing Management, or MAMM for short. 1.2 Course Aims and Objectives The principal aim of the course is to enable you, and hence the organisations you will work for, to improve your managerial effectiveness in the field of marketing. This will be achieved by providing you as a student with a sound education in the theory and application of strategic marketing management incorporating current marketing thinking and equipping you with the key concepts and tools necessary for strategic marketing planning. Special emphasis is laid on enhancing your analytical and creative skills that are crucial for sound decision making, imaginative problem solving and developing marketing strategies in a fast changing, global business environment.. The course attracts people already employed in marketing across the business, voluntary and governmental sectors who wish to develop a more strategic approach to marketing management than they may encounter in day to day practice. It is also aimed at those wishing to move into marketing from a more limited base of relevant studies and experience. 1.3 Rationale for the Course The course is a Master's Degree which requires one year of full-time study, or two years part time. It combines a thorough grounding in the theory and concepts of marketing while also focusing on practical application in the real world. For several years the course has successfully delivered advanced, comprehensive, specialist education in marketing for both UK based and international students. Its popularity has reflected a continuing and growing demand for education in this subject area which is critical both to the success of organisations and to the careers of the individuals working in them. It operates on modular principles, in accordance with the University’s Modular Framework, offering a career-oriented programme whilst maintaining a high degree of academic rigour as testified by the External Examiners. A career in marketing management requires proficiency in a number of diverse business disciplines. Familiarity with the language of marketing and the fundamental concepts of finance are essential not only for an aspiring business manager, but also for students who will need to cope with subsequent modules in the MAMM. Entrance to the course is therefore limited to those candidates who can demonstrate the appropriate prior learning or experience, as detailed in the WBS Postgraduate Handbook of General Information page 32. 5
  6. 6. 1.4 Course Structure The course consists of eight modules, seven of which are Core Modules and one of which is an Option Module chosen from three: MA Marketing Management modules: Core Modules Credits Status 1 Buyer Behaviour 20 Core (taught) 2 Marketing Research 20 Core (taught) 3 Product & Pricing Management 20 Core (taught) 4 Marketing Channel Management 20 Core (taught) and Strategy 5 Marketing Communications 20 Core (taught) 6 Strategic Marketing 20 Core (taught) 7 Dissertation 40 Core(non- taught) Option Modules, one from Credits Status 8.1 Designing Global Marketing 20 Option (taught) Strategies 8.2 Services Marketing 20 Option (taught) 8.3 Direct Marketing 20 Option (taught) The course has two intakes each year in September and January, in both full time and part time modes. 6
  7. 7. Indicative course structure full-time mode, September start: Semester 1 Semester 2 Buyer Behaviour Marketing Communications Marketing Research Option Product & Pricing Management Strategic Marketing Marketing Channel Management Dissertation and Strategy Modules may not necessarily follow this actual sequence in the course timetable Indicative course structure part time mode September start: Year 1: Semester 1 Semester 2 Buyer Behaviour Product & Pricing Management Marketing Research Marketing Channel Management and Strategy Year 2: Semester 1 Semester 2 Marketing Communications Strategic Marketing Option Dissertation Modules may not necessarily follow this actual sequence in the course timetable 7
  8. 8. 1.5 Induction Before the course begins, there will be a Course Induction programme of events which all students should attend. The Induction will usually include: • A meeting with the Dean of Westminster Business School • A meeting with the Course Leader • An introduction to the campus library • An introduction to the campus computer facilities. • A meeting with the International Student Advisor where appropriate. • Information about tutorial support. 1.6 Teaching and Learning Strategies A variety of teaching methods are used to enable students to master the key concepts of marketing and to achieve a deeper understanding of these. The teaching approach is based on a combination of structured lectures backed by seminar sessions. The lecturing style is participative and seminar sessions frequently include case study analysis and discussion, the use of practical examples and references to the student’s personal experience. Students are also expected to spend an appropriate amount of time in private study. The theoretical concepts of marketing have always been closely developed in line with the professional practice and it is important that students are aware of the interrelationship between these. Not only does this engage them in the necessity for critical analysis but it also allows them to discern which concepts and strategies are relevant in practice to their working environment. 1.7 Specialisms and Pathways Students on the MA Marketing Management course have the opportunity of choosing one Option Module from the following: • Designing Global Marketing Strategies • Services Marketing • Direct Marketing. 2 Course Philosophy and Learning Outcomes The course has been designed to give instruction at the highest relevant level in the main disciplines of marketing. The four main elements of the original ‘marketing mix’ are covered in three core modules, Product and Pricing Management, Marketing Channel Management and Marketing Communications. As well as foundation, core 8
  9. 9. concepts the latest thinking and developments including the implications of e-marketing will be addressed and developed within each module as appropriate. The Buyer Behaviour module provides students with the concepts and frameworks that enable marketers to understand the reasons behind the behaviour of customers in the marketplace and how this affects the development of a marketing strategy. Marketing Research is the means by which marketing managers acquire information about many factors including the business environment and marketplace in which they are operating as a basis for making marketing decisions and marketing planning. Students are made aware of research methodologies and the opportunities afforded by and limitations of various marketing research techniques. In the Strategic Marketing module students develop their ability to apply the knowledge gained from the other taught modules in making decisions and developing strategic marketing plans in complex the marketing situations that increasingly occur in real world practice. The Dissertation module requires students to undertake a substantial research based academic project on a marketing related topic of their own choice and interest with the advice and support of a Dissertation Supervisor. By the end of the course students will have gained a thorough and well rounded knowledge of key marketing concepts and acquired research, analytical and problem solving skills which will enable them to improve their own personal effectiveness as marketing managers and also add value to the organisations in which they work. 3 Equal Opportunities The University of Westminster is an Equal Opportunities institution and is fully committed to facilitating access to the course from all sections of the community. 4 Admissions 4.1 Admissions Requirements In order to be admitted onto the course, students will normally need to hold one of the following sets of qualifications: UK Honours degree class 2:2 or above or overseas equivalent with a substantial marketing content, or: UK Honours degree class 2:2 or above in any subject or overseas equivalent and the Diploma of the Chartered Institute of Marketing or overseas equivalent, or: UK Honours degree class 2:2 or above or overseas equivalent plus Principles of Marketing and Principles of Finance for Marketing from the Postgraduate Certificate in Marketing course, or: UK Honours degree class 2:2 or above or overseas equivalent plus significant relevant work experience. Such candidates will already be familiar with the language and 9
  10. 10. fundamental concepts and techniques of marketing. Students whose first language is not English will normally be expected to have passed IELTS or equivalent with a minimum score of 6.5 in all areas. 4.2 Selection Procedures The majority of students accepted onto the course can normally be offered places on the basis of the formal documentation they send in to the University Admissions office with their application. Some students’ entry requirements may need to be discussed, especially if their knowledge and experience of the marketing function is unclear. This will be done by personal interview, phone and/or email as appropriate depending on circumstances. 5. Assessment of Modules Assessment Requirements: Exam: Coursework: Buyer Behaviour 70% 30% Marketing Research 50% 50% Product & Pricing Management 70% 30% Marketing Channel Management 70% 30% and Strategy Marketing Communications 70% 30% Strategic Marketing 70% 30% Option modules 70% 30% Dissertation 100% All modules, with the exception of the Dissertation, are assessed by means of both coursework and an end of semester exam according to the weightings shown above. The Market Research module has a slightly different assessment weighting because students are asked to explore a topic in greater depth for the in-course assignment than in the other modules. Exams are currently used on postgraduate degree modules as a method of assessing individual students on their knowledge and analytical skills in such a way that an external organisation can be sure of their standard of ability in an English language environment. At the same time, in course assessments, which include project work, preparation of reports and presentations, encourage students to develop their abilities to study and explore particular issues and learning outcomes in greater depth often in a multi cultural group in a way that exams cannot. The merits of different assessment methods are regularly under discussion and review within the University and may be 10
  11. 11. subject to change. 6. Pro Forma Standard Course Regulations for Postgraduate Courses, MA, MSc, MBA or LLM, 180 Credit Tariff (updated for 2006/07) The MA Marketing Management and its intermediate awards operate in accordance with the University's Handbook of Academic Regulations, including the Modular Framework for Postgraduate Courses and the Framework for Higher Education Qualification in England, Wales and Northern Ireland published by the Quality Assurance Agency for Higher Education (QAA). All students should make sure that they have and keep for reference a copy of the current edition of the general University handbook called Essential Westminster 2005/06 and the Handbook of Academic Regulations 2005. The following course specific requirements should be read in conjunction with the Modular Framework for Postgraduate Courses and Sections 11 to 19 of the Handbook of Academic Regulations. The full texts of all academic regulations may be read on-line at the Academic Registrar’s homepage at: www.wmin.ac.uk/academicregistrars A glossary of the most commonly used regulatory terms is provided in Appendix 1. 6.1 Requirements for Award of the MA Marketing Management, Postgraduate Diploma in Marketing Management and Postgraduate Certificate in Marketing Management In order to qualify for the award of MA Marketing Management, a student must have: a) passed modules worth at least 180 credits (as described in the requirements set down in s.1.2 below); b) attempted (see definitions in appendix 1) modules worth no more than 240 credits (under this regulation a first attempt of any module will count as an attempt, and a reattempt of any module that a student has failed will count as a further, separate attempt. Reassessment (referral) following failure at the first attempt will not count as a further separate attempt. 6.1.2 Module Requirements for the Award of MA Marketing Management Students are also bound by the validated award specific regulations for their course. 11
  12. 12. Core modules to the value of 160 credits must be passed as follows: Code Module title Core/ option Credit value 4MAM7A3 Product & Pricing Management Core 20 4MAM7A4 Buyer Behaviour Core 20 4MAM7A5 Marketing Research Core 20 4MAM7A6 Marketing Channel Management Core 20 and Strategy 4MAM7A2 Marketing Communications Core 20 i 4MAM7B2 Strategic Marketing Core 20 ii 4MAM7A8 Dissertation Core 40 and one Option Module to the value of 20 credits selected from the following: Code Module title Core/ Option Credit Value 4MAM7B1 Designing Global Marketing Strategies Option 20 4MAM7A9 Services Marketing Option 20 4MMC7A4 Direct Marketing Option 20 6.1.3 Intermediate Awards Students who are unable or do not wish to complete the MA Marketing Management, may be eligible to claim an intermediate award as described below. If a student plans (for whatever reason) to leave the course they are registered for and so wants to claim an intermediate award, they must notify the relevant Campus Office in writing. The University will then confer any intermediate award at the next available opportunity. A student shall not normally be allowed to claim more than one award within the same postgraduate route/course. Postgraduate Diploma in Marketing Management To qualify for the award of Postgraduate Diploma in Marketing Management a student must have passed modules from those listed in section 1.2 above worth at least 120 credits. Postgraduate Certificate in Marketing Management 12
  13. 13. To qualify for the award of Postgraduate Certificate in Marketing Management a student must have passed modules from those listed in section 1.2 above worth at least 60 credits. 6.2 Awards with Merit or Distinction Award with Merit The University may award a Masters Degree, Postgraduate Diploma or Postgraduate Certificate with Merit to a student where an average of between 60% and 69% has been achieved in all modules which count towards the award. Award with Distinction The University may award a Masters Degree, Postgraduate Diploma or Postgraduate Certificate with Distinction to a student where an average of at least 70% has been achieved in all modules which count towards the award. 6.3 Maximum Period of Registration The University normally expects a student to complete their award within the following maximum periods of registration (in years) including any period of suspension of studies. Full-time Study Part-time Study Masters degrees 4 5 PG Dip 2 4 PG Cert 1 2 6.4 Exclusion from a programme of study on academic grounds In certain circumstances, usually where students have failed a significant proportion of modules attempted, a student may be excluded from their course. Please refer to the Modular Framework for Postgraduate Courses published in the Handbook of Academic Regulations 2005 for further details. 13
  14. 14. 7. Useful Contacts Course Leader Frank Auton autonf@wmin.ac.uk 0207911 5000 ext. 3145 Room C286 Module Module Name Module Leade Email address Telephone Code extension 4MAM7A3 Product & Pricing Clive Helm helmc@wmin.ac.uk 3497 Management 4MAM7A1 Buyer Behaviour Frank Auton autonf@wmin.ac.uk 3145 4MAM7A5 Marketing Donna Mai d.l.mai@wmin.ac.uk 3003 Research 4MAM7A6 Marketing Channe Zena Lutrin lutrinz@wmin.ac.uk 3329 Management & Strategy 4MAM7A2 Marketing Tony Byng/ byngt@wmin.ac.uk 3041 Communication Trevor Wright 4MAM7B2 Strategic Ilya Girson girsoni@wmin.ac.uk 3037 Marketing 4MAM7A8 Dissertation Donna Mai d.l.mai@wmin.ac.uk 3003 4MAM7B1 Designing Global Anna Anna.zacharewicz Marketing Zacharewicz Strategies @dial.pipex.com 4MAM7A9 Services Tony Byng byngt@wmin.ac.uk 3041 Management 4MMC7A4 Direct marketing Tony Byng byngt@wmin.ac.uk 3041 Dean of Westminster Business School: Professor Len Shackleton 5075 shackll@wmin.ac.uk Director of Postgraduate Studies at Westminster Business School Kevin Allison 3489 allisok@wmin.ac.uk 14
  15. 15. Head of Department, Marketing and Business Strategy Dr Jaafar El-Murad 3208 muradj@wmin.ac.uk 8. Some Useful Sources of Information Useful web sites: www.cim.co.uk Chartered Institute of Marketing www.marketing-society.org The Marketing Society www.theidm.com The Institute of Direct Marketing www.dma.org The Direct Marketing Association www.marketresearch.org.uk The Market Research Society www.mad.co.uk Marketing Week magazine online www.marketing.haynet.com Marketing magazine online www.brandchannel.com Brandchannel from the Interbrand consultancy www.ft.com The Financial Times online www.thetimes.co.uk The Times online www.bbc.co.uk The BBC website www.itv.co.uk The Independent Television website 15
  16. 16. MARKETING COMMUNICATIONS Full Module Title: Short Module Title: Marketing Communications Module Code: 4MAM7A2 Module Level: 7 Academic Credit Weighting: 20 credits School: Westminster Business School Department: Marketing and Business Strategy Length: One semester Module Leader: Trevor Wright Ext Email Site: Marylebone Host Course: MA Marketing Management Status: Core for MA Marketing Management Relevant Course titles/pathways: MA Marketing Management, PGCM Subject Board: PG Marketing Pre-Requisites: Marketing Principles, Financial Aspects of Marketing Co-Requisites: None Assessment: 50% coursework, 50% examination Special Features: None Access Restrictions: None. Summary of Module Content: An assessment of marketing communications by: ♦ Models of integration ♦ Role of communications in marketing planning and decision making ♦ Contribution of communications to branding ♦ Ethics and controls ♦ Organisation ♦ Communication processes ♦ Campaign planning ♦ Research ♦ Global communications ♦ Electronic, digital and inter-active Module Aims: ♦ To critically introduce students to the concepts and components of Marketing Communications ♦ Within the context of examining the main marketing communication theories and frameworks, to concentrate on the non-personal marketing communication tools of Advertising, Public Relations, Sales & Promotion and Direct Marketing ♦ To develop a comprehensive review and critical knowledge of the means by which the various elements of communications activity can be integrated ♦ To provide a framework for the assessment of the role of marketing communications and the inter- relationship between the goals of the client and the agency. 16
  17. 17. ♦ Analyse the theoretical and practical tenets to the managerial contexts likely to be faced by students taking the unit ♦ Review full student participation and discussion as a basis for a critically reinforcing learning outcomes Learning Outcomes: By the end of the module students should be able to: ♦ Critically review communication theory and how it applies to the development of the marketing communication process and demonstrate this understanding by assessing marketing communication problems and questions during seminar work ♦ Define and analyse the meaning of Integrated Marketing Communications (IMC) in the context of the four non-personal marketing communication tools, both strategically and tactically, and use this interpretation to help assess case study problems ♦ Analyse and assess specific Integrated Marketing Communication strategies developed and managed by firms marketing products and services domestically and internationally by presenting solutions to case study problems and assessed group work ♦ Evaluate, compare and contrast selected individual components of the communications mix in case studies and assessed group work ♦ Collect and interpret marketing information relevant to the development of a marketing communications plan. Then utilise this information to develop, create and propose a complete Marketing Communications strategy and set of tools as part of an assessed group project ♦ Write and present to a professional standard a report that combines marketing information and recommended communications strategy ♦ Analyse the nature of marketing communications as a concept and a process Indicative Module Content: ♦ Introduction to marketing communications and the models of integration ♦ The role of marketing communications in the marketing process and branding ♦ The communication process - theories and models of how marketing communication works ♦ Advertising and its role in the marketing communication mix. Advertising and society: ethics and controls. Agencies and their organisation. Outside suppliers. The role of trade bodies. ♦ Public Relations and its role in the marketing communication mix. Public Relations and society: ethics and regulations. Public Relations and its organisation. Outside suppliers. The role of trade bodies. ♦ Sales Promotion and its role in the marketing communication mix. Sales promotion and society: ethics and regulations. Sales Promotion and its organisation. Outside suppliers. The role of trade bodies. ♦ Direct Marketing and its role in the marketing communication mix. Direct Marketing and society: ethics and regulations. Direct Marketing and its organisation. Outside suppliers. The role of trade bodies. ♦ Campaign planning. The client brief ♦ Campaign planning. The integrated agency response. ♦ The problems and opportunities in global marketing communications ♦ Marketing communications and electronic, interactive and digital media Teaching and Learning Methods: Students will have 3 hours per week contact time for 12 weeks. This time will be devoted to a mixture of multi- media lectures, interactive seminars and workshops to develop the competencies articulated in the learning outcomes. 17
  18. 18. Assessment Methods and Weightings: 1. Coursework Worth 30% of total module marks, coursework will assess the following competencies: Information retrieval, critical assessment, evaluation and teamwork. ♦ Evidence of competence in task activities undertaken ♦ Development of critical assessment and evaluation by completing a group assessed project, contributing to seminar discussions and providing feedback on the unit and it’s delivery ♦ Understanding of the role and purpose of the task activities undertaken ♦ Further practise in information retrieval and marketing research by conducting the group task ♦ Further develop the ability to work as part of a team and take on team-based responsibilities as a part of a group for seminar work and as part of a project team for the group assignment ♦ Reflection of the process by which the development of competence has occurred 2. Examination An unseen end-of-module examination, for the remaining 70% of marks, will enable students to demonstrate their knowledge of theoretical and practical processes, frameworks and issues and construction of perspectives. Students will show: ♦ Knowledge of processes and approaches relevant to marketing communications issues and practices ♦ Ability to draw on issues from case studies and personal experience ♦ Critical evaluation and synthesis of different strands of theory and practices ♦ Construction and development of a coherent line of argument taking into account points of view from a variety of perspectives ♦ Structure, expression, and presentation appropriate to postgraduate study ♦ Communications strategy diagnosis and the ability to consider communications issues in an integrated way Sources General +*George & Michael Belch (2001), Advertising & Promotion 5th Ed, Irwin McGraw Hill +De Pelsmacher et al (2001), Marketing Communications, Financial Times/Prentice Hall +Philip Kitchen (1999), Marketing Communications: Principles & Practice, International Thompson Publications +Chris Fill (1998), Marketing Communications, 2nd Ed., Prentice Hall +Picton & Broderick (2001), Integrated Marketing Communications, Financial Times/Prentice Hall +*Terence Shimp (2001), Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 5th Ed, The Dryden Press FitzGerald & Arnott (2000), Marketing Communications Classics, Business Press Thomson Learning (An international collection of classic and contemporary academic journal papers) Advertising *William F. Arens (1999), Contemporary Advertising, International/7th edition, Irwin/McGraw Hill *Wells, Burnett, Moriarty (1998), Advertising Principles & Practice 5th Ed, Prentice Hall Sales Promotion +Julian Cummins (1998), Sales Promotion - How to Create and Implement Campaigns 3rd Ed, Kogan Page Gerard Tellis (1998), Advertising and Sales Promotion Strategy, Addison-Wesley 18
  19. 19. Direct Marketing +McCorkell G. (1997), Direct and Database Marketing, Kogan Page McDonald William (1998), Direct Marketing – An Integrated Approach, McGraw Hill +Sargeant & West (2001), Direct and Interactive Marketing, Oxford University Press (OUP) +Tapp Alan (1998), Principles of Direct & Database Marketing, Financial Times – Pitman Publishing N.B see Institute of Direct Marketing’s website www.theidm.com (the education programme) PR +Frank Jefkins & D.Yadin (1998), Public Relations, Financial Times – Pitman Publishing KEY: * Good comprehensive US textbooks. Choose one whose style you like + Worth buying one of these Academic, Trade Journals and Directories: British Rate and Data (BRAD) Admap Broadcast Harvard Business Review Campaign Marketing International Journal of Advertising Marketing Week Journal of Advertising Media Week Journal of Advertising Research PR Week Journal of Marketing Communications Journal of the Market Research Society Journals on-line http://www.wmin.ac.uk/library/datab.html this is the WBS library link to online journals. You will find links to WARC, the World Advertising Research Centre, MAD, and many others. See also: www.adage.com/ www.campaignlive.com/ www.ft.com/ www.ipc.co.uk www.marketing-week.co www.marketing.haynet.com/ J.Wilmhurst & Adrian Mackay(1999), The Fundamentals of Advertising 2nd Ed, Butterworth Heineman (A good practical intro. for those new to the subject) www.marketingtoday.com/ Other useful and informative Web sites and resources: www.abc.org.uk ABC, Audit Bureau of Circulations www.adbusters.org/campaigns/index.html Adbusters – spoof ads 19
  20. 20. www.adassoc.org.uk Advertising Association www.asa.org.uk Advertising Standards Authority http://bizednet.bris.ac.uk Business education resources / links www.cim.co.uk Chartered Institute of Marketing www.dataprotection.gov.uk/dprhome.htm Details of latest data protection laws www.dma.org.uk Direct Marketing Association www.itc.org.uk Independent Television Commission www.theidm.com Institute of Direct Marketing www.ipr.press.net/ Institute of Public Relations www.isp.org.uk/ Institute of Sales Promotion www.rajar.co.uk Radio Joint Audience Research Ltd www.marketresearch.org.uk Market Research Society www.emerald-library.com Emerald library and journal resources http://advertising.utexas.edu/world/ Useful University of Texas site www.corporate-id.com/html/index.htm Corporate lists Key Media sites http://news.bbc.co.uk/hi/english/business/default.htmBBC Business magazine/ info www.carltonplc.co.uk Carlton communications www.mediainfo.com Directory of newspapers on the net www.dds.nl~kidon/papers.html Links to papers worldwide www.newslink.org Links to the media worldwide www.itv.co.uk Independent TV www.rtguide.beeb.com Guide to over 200 TV channels 20
  21. 21. ACTIVITY: S = Seminar W= Workshop I Indiv Assgmt G Gr Assgmt Pr Prest/tn T = In Class STATUS : P = practiced T = taught A = assessed MODULE: MARKETING COMMUNICATIONS CODE: 4MAM7A2 MODULE LEADER: Trevor Wright SEM 1 2005/6… TABLE 1: HIGHER EDUCATION SKILLS LEARNIN SKILL G INFORMAT GROUP RESOUR ION PROBLEM WORKING CES SELF EVALUATION MGT AUTONOMY COMMUNICATION SOLVING Use a range of learning resources Reflect on own/ others' functiong Idenf/defintn of problem essentls Management of own learning Ability to learn independently Application of methods/tools Creative and innov thinking AREA Team and group working Info & data retrvl incl ICT Task-centred working Respond to feedback Conflict management Research techniques Professional working Business awareness Supportive of others Oral communication Time management Refln on pers devt Research strategy Challenge opinion Decision making Critical analysis Action Planning Self awareness Self motivation Report writing Presentation Leadership Self critical Use of ICT Consulting NegotItion Debating LEARNIN G OUTCOM ES Understand S SP G G G G G G G G G GP G S S EA G G GP G G G GP S SSPSP G S communicatio G P P SP P P P P P P P P P A P A A A P P G P P n theory and P A A G G A G how it applies A A A A to the development of the marketing communicatio n process Define and S SP G G G G G G G G G GP G S S EA G G GP G G G GP S SSPSP G S interpret the G P P SP P P P P P P P P P A P A A A P P G P P meaning of P A A G G A G IMC in the A A A A context of the four non- personal marketing communicatio n tools Analyse and S SPS SPS S S S S S SP S S S EA S S SP S S S STSTS T T assess IMC P P P P P P P P P P P P P P P P P P G S strategies E E E G EA E P developed A A A EA P G and managed E by firms A Evaluate, S S P S S S PS S S S S S S P S S S EA S S SP S S S STSTS T T compare and P G P P G P P P P P P P P P P P P P P P P G S contrast G A G G A E E E G EA E P selected A A A A A A EA P G individual E components A of the communicatio ns mix 21
  22. 22. G ES ns as a Collect, ns plan. process marketing SKILL information Understand interpret and development OUTCOM LEARNIN communicatio communicatio concept and a use marketing AREA of a marketing relevant to the the nature of P S A P S G Team and group working Leadership NegotItion GROUP Conflict management WORKING Task-centred working P SPS Use a range of learning resources A A G Research techniques CES RESOUR LEARNIN Professional working Self awareness Self motivation Refln on pers devt P P P P Critical analysis Challenge opinion P P P SP P P P P P P Respond to feedback SELF EVALUATION Reflect on own/ others' functiong 22 Info & data retrvl incl ICT A A E E P P SPS S S S S S SP S S Creative and innov thinking A E P S ION MGT A A P P P SP G G G G G G G G G GP G S S G G Business awareness INFORMAT Research strategy EA EA Ability to learn independently Management of own learning Time management P P A P Self critical AUTONOMY S S SP Supportive of others Report writing Oral communication P P S S A A A Presentation Use of ICT Debating COMMUNICATION Consulting A P P G Application of methods/tools EA P P P P S STSTS G EA Idenf/defintn of problem essentls T P E G Action Planning SOLVING PROBLEM T A E P S A P P G G GP G G G GP S SSPSP G S G G Decision making
  23. 23. MODULE: MARKETING COMMUNICATIONS CODE: 4MAM7A2 MODULE LEADER Trevor Wright SEM 1 2005/6… TABLE 2: CAREER MANAGEMENT SKILLS AREA Exploring and Creating Opportunities Coping with Uncertainty Political Awareness SKILL Action Planning Self Awareness Networking LEARNING OUTCOMES Understand GP GP GST GST GST GST communication P P P P theory and how it applies to the development of the marketing communication process Define and GP GP GST GST GST GST interpret the P P P P meaning of IMC in the context of the four non-personal marketing communication tools Analyse and STP SP STP STP STP STP assess IMC strategies developed and managed by firms Evaluate, compare G P GP GST GST GST GST and contrast P P P P selected individual components of the communications mix Collect, interpret GP GP GST GST GST GST and use marketing P P P P information relevant to the development of a marketing communications plan. Understand the GP GP GST GST GST GST nature of marketing P P P P communications as a concept and a process 23
  24. 24. Full Module Title: 1.1.1.1 PRODUCT AND PRICING MANAGEMENT Short Module Title: Product and Pricing Management Module Code: 4MAM7A3 Module Level: 7 Academic Credit Weighting: 20 credits School: Westminster Business School Department: Marketing and Business Strategy Length: One semester Module Leader: Clive Helm Ext: Email: 3497 helmc@wmin.aco.uk Site: Marylebone Host Course: MA Marketing Management Status: Core for MA Marketing Management Relevant Course titles/pathways: MA Marketing Management, PGCM Subject Board: PG Marketing Pre-Requisites: Marketing Principles, Financial Aspects of Marketing Co-Requisites: None Assessment: 30% coursework, 70% examination Special Features: None Access Restrictions: None. 1. Summary of Module Content: This module looks at the management of two of the four ‘Ps’ of the marketing mix, product and pricing, and their relationship to the marketing management process and other factors in achieving business objectives. It introduces and examines various approaches and concepts that can be applied to the development of strategies for managing and pricing products in a strategic context. 2. Module Aims: This module aims to: Give the student an in-depth critical understanding of the issues and considerations in the management and pricing of products, Illustrate the role of product and pricing management in achieving strategic business goals, Demonstrate the link between product and pricing management, their relationship to other elements in the marketing mix, and the marketing management process. 3. Learning Outcomes: By the end of the module students should be able to: 24
  25. 25. 1. Have an in-depth critical understanding of the nature of products and how different types of product can be classified by marketers. 2. Review the strategic importance for organisations of managing products. 3. Analyse and apply various key concepts and tools to the product planning and management process. 4. Analyse the new product development process 5. Critically evaluate the differences between the marketing of goods and services. 6. Analyse the importance of branding and the issues involved in managing brands in an international context. 7. Critically review the different methods of pricing and how appropriate pricing strategies can be developed for different marketing situations. 4. Indicative Module Content: The module will cover 1. Product Concepts: The nature of products; product management in the context of business strategy; the relationship of product management to the marketing concept, the marketing management process and other elements in the marketing mix. 2. Key Product Management Concepts and Tools: The product life cycle model and its implications and application; product portfolio decisions, the BCG matrix and other product management tools, their uses and limitations. 3. The New Product Development Process: The importance of innovation; the stages in the NPD process and their financial and risk implications; test marketing and commercialisation; the role of marketing research. 4. Branding: The role and strategic importance of branding in different product categories; branding, differentiation and added value; the growing importance of brand equity 5. Service Based Product Marketing: The importance of service industries; differences and linkages between goods and services; implications for the marketing of services and organisational issues in successful service delivery. 6. Product Management in an International Context: The growing internationalisation of many consumer industries and markets; barriers to internationalisation of product strategies; key implications for the marketing of products and brands across different markets; the growth of international and global brands. 7. Pricing Strategies: 8. The strategic importance and role of pricing; pricing objectives and their relationship with overall business objectives; key considerations in developing a pricing strategy including cost, demand and competitive factors. Pricing for new products, tactical approaches to pricing, other strategic pricing considerations. 25
  26. 26. Teaching and Learning Methods: The module is delivered by a series of lectures and seminars. The seminars, usually based on case studies, are designed to link to and reinforce the material covered in the lectures, giving students the opportunity to explore and evaluate the concepts and ideas covered. The case study approach helps develop students’ ability to analyse a situation and critically consider alternative approaches to future strategy. Students will usually work in groups and are expected to contribute to seminar discussions and other activities in terms of their own study and work experience. 5. Assessment Rationale: Assessment is by one written piece of coursework (30%), and an end of module written exam (70%). 6. Assessment Criteria: i. Competence Assessment Assignment: ii. Examination 7. Assessment Methods and Weightings: Coursework: 30% of module assessment. Examination: 70% of module assessment. Sources The main recommended text is the relevant chapters from: Kotler P. ‘Marketing Management’ 10e Prentice Hall 1999 Other Recommended Reading Baker & Hart (1998), ‘Product Strategy and Management’ Prentice Hall Urban & Hauser (1993), ‘Design and Marketing of New Products’ 2e Prentice Hall Keller (1998), ‘Strategic Brand Management’ Prentice Hall De Chernatony & McDonald (1998), ‘Creating Powerful Brands’ 2e Butterworth Heinemann Lovelock, Vandermerwe & Lewis (1996), ‘Services Marketing, a European Perspective’ Prentice Hall Trott (1998), ‘Innovation Management and New Product Development’ Financial Times, Pitman Publishing Kochan ed. (1996), ‘The World’s Greatest Brands’ Macmillan Business Ind (1997), ‘The Corporate Brand’ Macmillan Business Sloman (1994), ‘Economics’ Prentice Hall Atkinson, Livesey & Milward eds. (1998), ‘Applied Economics’ Macmillan 26

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