School of Management
Module Handbook
Marketing Management & Strategy
Table of Contents
1.
General ................................................................................................................................ 1
2.
Overview of Module and Module Descriptor ........................................................................ 1
3.
Assessment Criteria and Marking Guidelines ...................................................................... 4
3.1 Assessment Timetable .............................................................................................. 11
4.
Schedule of Work / Topics ................................................................................................. 12
5.
Communication.................................................................................................................. 13
6.
Support for Your Learning ................................................................................................. 14
6.1 Specific Support Materials for Module ....................................................................... 14
7.
Developing Good Academic Practice ................................................................................ 15
8.
Student Charter ................................................................................................................. 19
9.
Complaints and Appeals .................................................................................................... 19
10. Module Feedback from Previous Students ........................................................................ 19
i
1. General
General guidance and information on the university experience for all students can be
found in the Student Handbook, which is available online via
http://www.bradford.ac.uk/study/new-students/.
2. Overview of Module and Module Descriptor
Strategic Marketing is a central issue in the field of Marketing and Management. A
thorough understanding of Strategic Marketing is critical to the success of all
organisations competing in a marketplace; this includes many non-profit and social
organisations such as hospitals, universities and charities as well as private sector firms.
With markets around the world opening up to competition and becoming demanddriven, organisations need clear insights into their customers, competitors and the
environment in which they operate in order to inform future strategic decision making.
Studying Strategic Marketing requires borrowing from a wide range of other disciplines
including economics, psychology, sociology, demographics, business policy, finance and
human resources. Knowledge from these fields will be utilised in the course for designing
and implementing marketing strategies. Participants will be expected to become familiar
not only with the theories reviewed, but also with their managerial implications, including
matters relating to strategic marketing decision, marketing planning and organisation.
The module covers the following components:




The Nature of Strategic Marketing
Understanding the Market, including: The Macro-environment, The Competitive
environment; Buying Behaviour; Organisational Buying Behaviour;
Strategic Marketing Development, including: Strategic Marketing Analysis;
Marketing Strategy Formulation.
Applications of Strategic Marketing, including: Global Marketing Strategies; eMarketing Strategies; Internal Marketing and Implementation strategies.
Learning Outcomes:
On successful completion of this module, students should:
 be conversant with a full range of marketing management and strategy
frameworks
 have developed an ability to apply marketing management and strategic concepts
to practical business situations (case studies)
 have refined their analytical, problem solving, evaluative, and creative skills.
 have developed their written and oral presentation skills through group
presentations, class discussions, and report writing.
We hope that you will find the course stimulating and enjoyable. We are sure that you
will find that like most things in life the more you put in the more you will get out.
1
MODULE DESCRIPTOR
Provider: School of Management
Module Title: Marketing Management and Strategy
Module Code: MAN0713M
Principle Co-ordinators: Dr. Mei-Na Liao
Teaching Period: Semester 1
Academic Year: 2013/14
Module Occurrence: A
Module Credit: 10
Level: 2 (Undergraduate)
Pre-requisite(s): MAN1073L Foundations of Marketing or MAN0105M Introduction to
Marketing
Co-requisite(s): None
Aims:
To enable students to understand the principles of marketing management, planning
and strategy
To develop an appreciation of the nature of the competitive, demand driven, and fastchanging market environment, and the social, environmental and ethical constraints
influencing the achievement of corporate goals.
To become familiar not only with the theories reviewed, but also being analytical and
critical in terms of their managerial implications.
Learning Teaching & Assessment Strategy:
A series of lectures are given to provide inputs on concepts and theoretical frameworks
(1a, 1b, 1c, 2a, 2b) and tutorials where the application of the theory to the simulation is
reviewed, by use of case studies and class discussions (1a, 1b, 1c, 2a, 2b, 2c, 3a,
3b,and 3c). Student groups present their analysis of cases and receive oral feedback
(3a, 3b, and 3c).
The assessment consists of individual and group components. The group assignment
focuses on assessing application of the theories and analytical skills in the context of
marketing strategy and planning as well as facilitating team-working and problemsolving skills. The individual closed-book examination focuses on assessing knowledge
and understanding of theories and concepts in the subject area.
Study Hours:
Lectures:
Seminars/Tutorials:
Laboratory/Practical:
12.00
6.00
0.00
Directed Study:
Formal Exams:
Other:
81.00
1.00
0.00
Total:
Learning Outcomes:
1. Knowledge & Understanding
On successful completion of this module you will be able to ...
1a) Understand relevant theories in the area of marketing strategy and planning
1b) Become conversant with a full range of marketing management and strategy
frameworks.
2
100
1c) Understand the influences on the market environment, including demographic,
ethical, social and environmental factors.
2. Discipline Skills
On successful completion of this module you will be able to ...
2a) Systematically apply marketing management and strategic tools to a practical
business situation, including the international context.
2b) Critically analyse business environment
2c) Develop creative skills in problem-solving in the context of marketing strategy and
planning.
3. Personal Transferable Skills
On successful completion of this module you will be able to …
3a) Effectively define managerial problems and engage in the evaluative decisionmaking process.
3b) Develop written and oral presentation skills.
3c) Understand and perform one’s role within a group, and effectively contribute to the
goal of the group.
Mode of Assessment:
1
Assessment Type
Duration (hours) Percentage
Examination -
1.5
50%
Description
Closed Book Examination
2
Assessment Type
Duration (hours) Percentage
Coursework
-
50%
Description
Group report 3000 words
Assessment Type
Duration (hours) Percentage
3
Supplementary Examination
1.5
4
Supplementary Coursework:
Individual reflective assignment of up to
1,000 words or equivalent
50%
50%
Outline Syllabus:
Market orientation; marketing function; marketing management process; marketing
planning process; marketing audit- macro and micro the marketing environment
scanning; buyers behaviour; competitive advantage; marketing strategiessegmentation, targeting, positioning and competitive strategies; managing customer
relations; organizing for marketing; marketing mix; international aspects of marketing;
marketing in digital environment; internal marketing and implementation strategy.
3
3. Assessment Criteria and Marking Guidelines
The assessment comprises a group assignment and closed book examination; the
group assignment focuses on assessing the application of the theories and the analysis
of service businesses, whereas the closed book examination assesses the
understanding the concepts and theories taught in this module.
Assessment weighting for the Marketing Management and Strategy course is as
follows:
Examination
Closed book Examination (1.5 hour)
Coursework
Group Report on Marketing Strategy Project
50%
50%
100%
The Examination
The examination will last for 1.5 hour. This will be a closed book examination. This
means you will NOT be allowed to bring into the examination textbooks, lecture notes,
dictionaries or any other materials. In the examination, you will be required to answer
ONE essay question from a choice of three in part A and ALL multiple choice questions
in part B. A past paper will be made available on the Blackboard for information. A
revision session will be provided for you to ask questions regarding the examination.
The group coursework - Marketing Strategy Project
Where to start
The first thing to do is to form a group of 5-6 students. Once you have done so, fill out
the form in the appendix and email it to Dr Liao. She will assign you a scenario to work
with and a group no. by week 5.
After that, make sure you read all information in relation to the group project available in
this module manual and on Blackboard very carefully. If you have any queries please
do not hesitate to ask your tutor or the module leader.
The task
1.
Form a Group: You are required to form a group of 5-6 people. You must
remain in your designated group throughout the duration of the module, otherwise
you will jeopardise your overall assessment. If you do not join a group, you will not
be offered any alternative means of assessed coursework preparation. You will
therefore score zero for coursework. Please contact your tutor if you have a
problem finding a group.
2.
Register your group: Fill in the Project Group Registration Form on the
Blackboard and email it to Dr. Liao (m.liao@bradford.ac.uk), please add MM&SPGRF on the ‘subject’ of your email to avoid delay on receiving the scenario.
Deadline for group registration is the end of week 5.
4
3.
Collect your Marketing Strategy Scenario: Once you have registered, a
Marketing Strategy scenario will be allocated to each group. A number of
different projects have been designed so that each group will be working on a
different task.
Each project will involve identifying and evaluating the potential
opportunities available in a specific UK market sector and then developing a
marketing strategy designed to take advantage of the opportunities.
4.
Work on your project: Once you have received your Marketing Strategy
Scenario you should meet as a group to discussion and plan your work. You will
need to carry out some research in the library and online. This gives you an
opportunity to practice your team work and management skill as well as applying
the theories and concepts you have learned.
5.
Writing up and submission: The length of the project report must not exceed
3,000 words. This word limit EXCLUDES front cover, executive summary, table
of contents, diagrams, tables, footnotes, references and appendices).
** Support for your project:
Time has been allocated in the tutorial programme for briefing (session 1/ week 3) and
review of your progress (project surgery tutorials in weeks 8 & 9) on this project.
How marks are awarded: (see also the attached coursework assessment form)


Contents
o In the project students should demonstrate their ability to, based on the
theories and frameworks discussed in the module,
 a) analyse a specific industry and
 b) recommend a marketing strategy based on that analysis.
o Good marks are usually awarded to
 projects that succeed at a) and b)
 i.e., projects that present a deep and well referenced analysis of
the industry in question that is then used to develop the marketing
strategy recommendations
o Low marks are usually awarded to
 projects that present analyses that lack depth
 projects that present recommendations that derive at best from
common sense rather instead of from an analysis of the market
using good quality, referenced sources of information
 projects where the link between analysis and recommendations is
unclear
o Reports do not need to discuss the frameworks they employ in general
terms. Employing the right frameworks to the right situations and
referencing them to the textbook will suffice.
Referencing
o You should analyse your market using good quality sources of
information. You should demonstrate that quality by referencing all
information used in an appropriate and consistent manner
o Good marks are awarded to projects that
5



demonstrate the use of a wide range of good quality sources of
information
 demonstrate awareness of appropriate referencing style
o Projects that are not or not sufficiently referenced will get low marks
Tables
 Tables must always be numbered, have a title (e.g., “Table 1: SWOT analysis
for company X”, and be referred to in the main body of the text (e.g.: “Table 1
presents a summary of the SWOT analysis we conducted”)
 Tables are supplementary sources of information. Therefore, information
presented in tables should complement/expand on the information presented
in the body of the text and never replace it. Reports must discuss all
important issues included in tables in the body of the text. Information which
is only presented in tables but not discussed in the body of the text will
be ignored in the process of marking.
Appendices
 All relevant and important information related to the project must be
discussed in the main body of the text. Thus, the report must make full sense
without having to consult the appendices and tables.
 Information which is only presented in appendices but not discussed in
the body of the text will be ignored in the process of marking
Deadline for Group Registration
You will be required to submit a Project Group Registration Form to Dr. Liao by
email by week 5. This form can be found on Blackboard.
Deadline for Coursework Submission
Your Group Report on the Marketing Strategy Project must be submitted no later than
3.00 pm on Wednesday, 4th December 2013
Failure to submit the assessed coursework on time will result in zero mark in
accordance with the University’s late submission guidelines. Problems with computers
and printers are not a valid reason for late submission.
Where to find information for the industry analysis
Note that a substantial part of the marks are earned through the analysis of the industry.
In order to find information about that industry, your first port of call should be the library.
Ask our librarians to point you at databases we subscribe to which contain excellent
information which cannot be found on the open internet.
Overall, you should base your project on reputable sources, be it printed or electronic:
 Examples of reputable sources are:

books (see “key reading” section above),

academic journals (see “key reading” section above),

practitioner magazines (see “key reading” section above), and

quality newspapers (e.g. FT, The Wall Street Journal, etc.).

Keynote report (library online resources, or request assistant in the library)
6



Examples of less reliable sources which you should avoid are:

Open access online encyclopaedias (e.g., Wikipedia), blogs, etc.
If you are not sure about where to obtain reputable information for your group
assignment start by looking at the “key reading” section of this module. In
addition, ask for help at the library.
A final note: Lecture slides should not be cited in the report. Lecture slides
usually present concepts/frameworks that can be found in books, so you need
to cite the books as a source and not the slides.
Formative feedback – Project surgeries
During tutorial session no 4 (weeks 8 and 9) we will offer project surgeries. In them, each
group will have the chance to present their queries on the group project to a tutor.
Experience shows that the further a group has got with their project, the better we tutors
can offer on their queries.
Structure
The report should be divided into sections and major and minor headings. You can use
a standard format for developing marketing plan such as the one included on Bb. As all
project reports, also this one should end with a conclusions section. Any standard
reference format may be used. You will find a document with guidance on structure on
Bb (see, under Group coursework, “Help and Tips: Marketing Planning Framework).
The marking scheme for the Marketing Strategy Project (The assessed group
coursework) is as follows:
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BRADFORD SCHOOL OF MANAGEMENT – ASSESSED COURSEWORK FOR UNDERGRADUATE PROGRAMMES
MODULE:
CRITERIA
Knowledge & understanding
UB NUMBER:
DATE:
BELOW 40%
Fails to demonstrate
understanding of
topic/area.
Little or no analysis.
Fails to identify key
issues/theory.
40-49%
Shows a bare
understanding of basic
issues/theory.
Overly descriptive –
identifies obvious issues.
Misses more subtle
issues/theory.
50-59%
Shows grasp of basic
issues/theory.
60-69%
Well informed. Demonstrates
sound understanding.
Some evidence of
understanding. Coverage of
obvious issues/theory only.
Research & referencing
No evidence of basic
reading/sources out of
date. Poor referencing.
Lacking evidence/sources
not up to date. Weak
referencing.
Key source & reference material
covered. Adequate referencing.
Evidence of further research.
Subject relevance
Irrelevant or repetitive
material.
No proper concluding
section. Poor or no
attempt at application of
knowledge.
Purpose & meaning
unclear. Language,
grammar & spelling
poor.
Structure unclear.
Poorly presented.
Some irrelevant or
repetitive material.
Conclusion repetitive, thin
in content. Weak but
satisfactory application of
issues/theory.
Language mainly fluent, but
frequent errors of grammar
or spelling.
Some material
repeated/overused.
Conclusion attempted but some
points missing. Reasonable
application of knowledge to main
issues/theory.
Language mainly fluent.
Grammar/spelling mainly
accurate.
Accurate & detailed coverage of
obvious issues/theory. More subtle
issues/theory recognised &
reasonably dealt with. Presented in
logically reasoned, coherent and
evaluative manner.
Appropriate use of evidence from a
variety of up to date sources.
Generally accurate and well
informed. Clear referencing.
Evidence of detailed research in
some areas.
Relevant material used.
Problems with structure and
presentation.
Structure coherent. Presentation
satisfactory.
Analysis & identification of
issues
Conclusion – problem solving
Written communication –
spelling & grammar
Structure & presentation
Length
This coursework has
been penalised because
it is significantly over
length.
Cogent and intelligent conclusion.
Good application of knowledge to
all issues/theory.
Thoughts & ideas clearly
expressed. Grammar/spelling
accurate and language fluent.
Structure supports argument
clearly. Presentation clear &
appropriate.
70% +
Demonstrates well coordinated, grounded and
reasoned understanding.
Provides concise analysis of
all relevant issues/theory.
Wide ranging use of relevant
cases/materials. Excellent
referencing & research in all
areas.
All material relevant to
subject.
Excellent concluding section
drawing together the various
points made and adding an
original perspective.
Articulate & persuasive use
of language. Consistently
accurate user of
grammar/spelling.
Structure guides reader
through argument.
Presentation excellent.
Not all sections carry the same weighting and the final mark reflects the academic worth of the assignment as a whole.
General Comments:
Mark:
8
SUPPORT ARRANGEMENTS/SUPPLEMENTARY ASSESSMENT
Students can see the module leaders without an appointment during Semester 1 at the
following times:
Dr. Mei-Na Liao:
CB Room 0.18, between 11.00 – 12.00 am on Thursdays.
Outside these times please make appointment by email:
m.liao@bradford.ac.uk
Time will be made available during tutorials and lectures (as appropriate) to ask questions about
assessment. A revision lecture and tutorial will be held towards the end of the course.
Supplementary assessment details, if needed, will be posted on Blackboard at the start of the
supplementary assessment period. Students can contact the module leader via email over the
supplementary assessment period to ask specific questions about re-assessment, as
appropriate.
COURSEWORK SUBMISSION
A hard (paper) copy must be handed in by the deadline specified in the module handbook. This
will have to be submitted via the appropriate programme post-box in the Titus Salt Building at
the School of Management. Students will also need to attach a statement of authenticity and
declare a word count.
In addition you must also submit your assignment electronically through Turnitin in Blackboard.
Both electronic and hard copy must be provided and both submissions must be identical; failure
to provide either submission will be considered non-submission.
To submit an assignment electronically via the module Blackboard site, open Blackboard and
go to the relevant module site, then go to ‘Assessment’ → ‘Assignment Submission’. You
should then see a link entitled: ‘View/Complete’. Click on this link. You will then be taken to a
submission page. The First and Last name boxes are automatically filled. Check that your
details are correct. In the submission title box provide the title for your submission. This should
be the module title and your UB number e.g. ‘Marketing 10001234’. Do not include your name in
the title.
Click the Browse menu item to upload your file. Please note that you can only upload one file
so this must contain all parts of your assignment, including any appendices and supporting
documents. Navigate to your file and click Open.
Click Upload. Wait while your file is uploaded to the server (please note that there is a 10MB
file size limit). The next page gives you the opportunity to review your submission. At this
point you have not submitted and can return to the submission page to start again if you so
wish. If you are happy with that this is the correct paper and want to continue to submit, scroll
to the bottom of the page and click Submit. Please note that if you are uploading from offsite it
can take a long time (45 minutes plus at busy times) and you should allow sufficient time and
ensure a suitably robust internet connection to ensure that this upload is effective.
You will then be emailed a receipt to your university email address which will include your
assignment identification reference.
Your electronic submission will be used to check your assignment for plagiarism. You will be
allowed to submit your assignment twice. On the first submission you will be able to access the
9
Turnitin report for your submission. This will include details of any potential plagiarism (in the
form of a similarity index) and you are strongly encouraged to review this prior to your final
submission and ensure that your work is free of potential plagiarism. This is more than ensuring
a low similarity index; it is about good referencing and citation practice and you should have,
through induction and subsequently, accessed advice and guidance on understanding and
avoiding plagiarism and ensuring effective referencing. IF you chose not to resubmit then you
first electronic submission will count, but this must be identical to the hard copy also submitted.
The Effective Learning Service at the School of Management and the Learner Development
Unit at the University provide guidance and advice for students in this regard. If you are in any
doubt about potential plagiarism you are strongly encouraged to access this support prior to
finalizing your submission.
Your second submission will be your final electronic submission and you are therefore strongly
encouraged to ensure this is the final and best version of your assignment. When resubmitting
make sure that you fill in exactly the same submission data to ensure that your previous
submission is overwritten.
It is your responsibility to ensure that submission requirements are complied with fully and that
all accurate identification information is submitted. Academic and Administrative staff will not try
and match up missing information and if identification data is missing a mark will obviously not
be recorded.
For further information on how to submit your assignments using Turnitin go to the ‘How To’
section of Blackboard (Under ‘My Organizations’) and review the materials: ‘How to Submit an
Assignment Electronically’
ASSESSMENT TARIFFS
Formal Examinations
Type of Module
10 Credit
10 Credit
10 Credit
20 Credit
20 Credit
20 Credit
Proportion of Total
Module Assessment
100%
70%
50%
100%
70%
50%
Upper Limit
2 hours
1.5 hours
1.5 hours
3 hours
2 hours
1.5 hours
10
Assessed Coursework
Type of Module
10 Credit
10 Credit
10 Credit
10 Credit
20 Credit
20 Credit
20 Credit
20 Credit
Proportion of Total
Module Assessment
Upper Word Limit
(or equivalent)
Ind
2,000
1,500
1,000
1,000
4,000
2,500
2,000
2,000
100%
70%
50%
30%
100%
70%
50%
30%
Group
5,000
3,500
3,000
2,500
10,000
7,000
6,000
5,000
Project/Dissertation
Type of Module
Upper Word Limit
(or equivalent)
20 Credit (UG)
4,000
40 Credit (PG)
9,000
60 Credit (PG)
17,000
3.1 Assessment Timetable
Examination
Closed book Examination (1.5 hour) - 50% will take place during the
assessment period 6 – 17th January 2014, date will be announced when the exam timetables
are published.
Coursework
Group Report on Marketing Strategy Project - 50% to be submitted before
3pm on Wednesday 4th December 2013.
11
4. Schedule of Work / Topics
WEEK
2
3
4
5
Friday
READING IN
COURSE
TEXT*
LECTURE TOPIC
(HLT)
Introduction to the
course and group
27th
project brief
Sept
Dr. Mei-Na Liao
(ML)
The Nature of
4th Oct
Strategic Marketing
(ML)
Understanding
Consumer
Behaviour
11th Oct
Dr. Kyoko Fukukawa
(KF)
Organisational Buying
18th Oct
Behaviour
(KF)
-
Chapters 1&2
Chapter 4
Chapter 5
6
25th Oct
Marketing Auditing
(KF)
Chapters 3
7
1st
Nov
Marketing Analysis I
(KF)
Chapter 2 &
11
8
8th
Nov
9
15th
Nov
Marketing Analysis II
(KF)
Marketing Strategy
Formulation
(KF)
Chapter 11
Chapter 19
TUTORIAL
(TS.0.18 &TS0.19)
No tutorial sessions
Q&A session on group
briefing, 4PM, CLT.
Case study: Nokia:
Connecting People. Case
2, p.33 Cohort A (odd)
Case study: Nokia:
Connecting People. Case
2, p.33 Cohort B (even)
Case study: Cappuccino
Wars, p.146
Cohort A (odd)
Case study: Cappuccino
Wars, p.146
Cohort B (even)
Project surgery
Cohort A (odd)
Project surgery
Cohort B (even)
Case study: Google Has
10
Chapter 18
all the Answers? P.702
Cohort A (odd)
International
Case study: Google Has
29th
11
Marketing Strategies
Chapter 21
all the Answers? P. 702
Nov
(ML)
Cohort B (even)
***Group coursework submission deadline Wednesday 4 December 3pm***
Internal Marketing and
6th
Course Exercise (check
12
Implementation
Chapter 22
Dec
Bb for more details)
(ML)
Course review and
13th
13
revision
Q &A
Dec
(ML)
22rd
Nov
e-Marketing Strategies
(ML)
* All chapter and page numbers refer to: Principles and Practice of Marketing by Jobber D. and
Ellis-Chadwick F. (2013), 7th edition, McGraw-Hill International (UK) Ltd.
12
5. Communication
Communication outside lectures and tutorials can take place via e-mail, telephone (see above for tutors
contact details) and module Blackboard site. The module blackboard site plays an important role in
communication. Below are instructions regarding how to access the BB website.
BLACKBOARD
To access course materials:
•
•
•
Go to: http://blackboard.brad.ac.uk
Login using your University of Bradford username and password.
Click "Login"
You will then see the modules which you are enrolled on and any announcements relating
to those modules.
•
To access a module, click on its title.
•
To access different areas of module content use the links on the left hand
side.
To download files from Blackboard to your PC
•
•
•
Right click on the link to the file you wish to save
Select 'Save Target As..."
Choose where you want to save the file and click Save
To print from Blackboard
•
•
Open the file in Blackboard
Click on the Office Button and select Print
The print options for the appropriate application (Word, PowerPoint, Excel, Acrobat) will appear
•
Select your preferred print options
OR Click on the printer icon in the quick access toolbar.
For more detailed documentation see:
http://www.bradford.ac.uk/acad/manaqement/external/resourcesblackboard.php
13
6. Support for Your Learning
General guidance on the support available can be found in the Student Handbook, which is
available online via http://www.bradford.ac.uk/study/new-students/ and at
http://www.bradford.ac.uk/lss/.
This module is delivered across consecutive 12 weeks with a combination of formal lectures
and tutorial sessions (see the Schedule of Topics on page 12 for the topics). Concepts and
theories are disseminated in formal lectures, which cover main issues in marketing
management and the core theories and models in marketing strategies, and explored in tutorials
within which cases studies, scenarios, videos and group presentation are used. Discipline skills
developed using case studies, course exercise and video presentations, inter-personal skills
and team work develop through group work supported by members of academic staff
throughout all the tutorial sessions together with Blackboard. This enhances and facilitates
students’ learning. Oral feedback will be given during seminars and workshops, written
feedbacks are given on the group project report.
Essential Information
This is a Level 2 (second year undergraduate) module, which functions as an essential prerequisite or co-requisite for all other marketing modules at Level 2 and Level 3 (Final
Year). All Students, including ones visiting from universities outside the UK who are intending
to be assessed/examined on this module, are expected to take a full part in the lectures,
tutorials and coursework.
6.1 Specific Support Materials for Module
Key Times & Venues
The course runs over the full Semester 1, the class starts in week commencing 23rd
September, covering twelve weeks of lectures, following these lectures there will be tutorials.
Lecture A:
SoM Cartwright Lecture Theatre (CLT) Friday 12.00-13.00
(A-I surnames only)
Lecture B:
SoM, Higgins Lecture Theatre (HLT), Friday 14.00 – 15.00pm
(J-Z surnames only)
Tutorials:
to be confirmed via BB
Week 3:
Week 4:
There will be no tutorials on week 3.
This session will take place in Cartwright Lecture Theatre at 4.00pm. It will be a
Q&A stession on the brief for the group coursework. This session is not
mandatory but recommend that you benefit from it by coming prepared to ask
questions on the group coursework (on which you will be briefed during lecture
no. 1), as the mark you receive in it will contribute 50% towards your final mark
for the module.
Students will attend a tutorial session in small groups biweekly.
More details on this will follow soon – check Blackboard regularly.
There will be no formal tutorial sessions but Q &A sessions will be
organised to address any questions regarding the examination.
Week 5-13
Week 14:
14
Key Reading
Core Text.
David Jobber and Fiona Ellis-Chadwick (2013), Principles and Practice of Marketing,
7th Edition, McGraw-Hill International (UK). ISBN-10:007714000-1
This is the core prescribed text for this module, and is available for sale at the Waterstone’s
campus branch bookshops. In addition, copies are available on Quick Service at the School of
Management Library.
Other recommended texts:
Ross Brennan, Paul Baines, Paul Garneau,and Lynn Vos (2008), Contemporary Strategic
Marketing 2nd Edition, Palgrave Macmillan. ISBN: 978 0 23050720-3
Graham Hooley, Nigel Piercy, Brigitte Nicoulard (2008) Marketing Strategy and Competitive
Positioning 4th Edition, Prentice Hall ISBN:978 0 273 70697-7
Further readings for a specific topic will be suggested at lectures as appropriate. To further
enhance your understanding of all your modules you should read some of the following
publications: Business newspapers (e.g. Financial Times, Wall Street Journal); Business
and marketing magazines (e.g. The Economist, Business Week, Fortune, Management
Today, Marketing); and Academic Journals (e.g. Journal of Marketing, European Journal of
Marketing, Journal of Marketing Management, Harvard Business Review,). Many of these are
available from the library.
All students are advised to read at least one quality daily newspaper; you will find that special
student prices are available for many newspapers and magazines.
Radio and TV programmes such as The Money Programme (BBC2), In Business (BBC Radio
4) and The Bottom Line (BBC Radio 4) are also very useful. You can access them via the BBC
i player or download podcasts from the BBC website.
7. Developing Good Academic Practice
Tutorials
Organisational issues
Please check the information on tutorial times (Key times and venues) on the Schedule
of Work and the module blackboard site.
You are required to attend all tutorial sessions. Our experience indicates that lack of
attendance leads to poor academic performance. Attendance records will be taken at the
tutorial sessions.
The tutors in charge of these sessions are:
Tutor
Email
Dr. Kyoko Fukukawa (KF)
K.Fukukawa@bradford.ac.uk
Dr. Mei-Na Liao (ML)
M.Liao@Bradford.ac.uk
Héctor González (HG)
H.GonzalezJimenez@student.bradford.ac.uk
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If you have any queries or questions to ask your tutor then the best time to deal with these is at
your tutorial session. For any enquiries outside of tutorials, please contact your module tutor by
email.
Important Notes for Tutorial Work
The tutorial programme provides an important forum in which you develop your understanding
of the module materials, and is a great opportunity for you to develop effective communication
skills and an analytic approach to your work. It is essential that all participants bring into the
classroom their respective experiences, thoughts and viewpoints, and share them with one
another. Should you have any queries or if you encounter any problem relating to the module,
please feel free to discuss these with the module leader or tutors.
For further reading on how to analyse case studies, please consult:
R. Brennan, P. Baines, P. Garneau and L. Voss (2003) Contemporary Strategic Marketing,
Palgrave Macmillan, Chapter 12
The module will offer weekly lecture and bi-weekly tutorial sessions. For each session you
must read the textbook chapter(s) and case-study as indicated in the module schedule (p.13).
It is expected that all participants will prepare and thoroughly analyze the case and readings
before coming to the class.
Key materials and module notifications will be delivered via the course management software
‘Blackboard’ available on all public PCs. You should familiarise yourself with this software, and
access Blackboard each week in order to obtain lecture handouts, tutorial briefing/handouts,
additional guidance on course work, announcements and other information relating to the
course. Each weeks lecture notes will normally be made available by the Monday afternoon
preceding the lecture. Details on how to print lecture slides is given on p.19. It is your
responsibility to make sure you keep up to-date with the course information provided via
Blackboard. All module materials are distributed electronically.
Referencing
The requirement stated below for work supported by evidence from, and analysis of,
appropriate theory and literature requires that your essay be referenced throughout and that it
concludes with a reference section indicating the sources you have used. Failure to include
references will result in a fail mark.
You must use the Harvard Referencing System. This requires a citation (partial reference)
within the text and a list of full references at the end of the assignment.
Harvard is an Author Date system. So the citation shows the name of the author(s) followed by
the year of publication, for example:
Blundel and Ippolito (2008) suggest that cultural diversity is a valuable feature of society.
Or
Cultural diversity can create barriers to effective communication (Blundel and Ippolito 2008).
Direct quotations should be kept to a minimum (see guidance on plagiarism below), but if used,
these should be contained within quotation marks, and the page reference of the quote should
also be given, along with the author name and date:
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“A failure to deal appropriately with cultural differences can also lead to disastrous outcomes for
individuals and organisations” (Blundel and Ippolito 2008, p.41).
It is crucial that you produce your full reference list according to the guidance provided in the
Effective Learning Service References and Bibliographies Booklet. This shows examples of all
the typical sources of your reading that you will want to list, e.g. books, journals, websites etc.
(http://www.bradford.ac.uk/management/media/Management/els/References-andBibliographies.pdf)
PLAGIARISM AVOIDANCE
All new students to the University of Bradford, i.e. first year students, direct entry students into
other years, and Masters students (including international MBA and MSc students), must
complete the online “Plagiarism Avoidance for New Students” course (“PANS”).
Please note:
 You must complete the Plagiarism Avoidance course before you submit your first piece
of assessed work. If you are a Stage 2 or Stage 3 student and have not yet done the
PANS, please ensure that you complete this short course as soon as possible.

You will find the Plagiarism Avoidance course in your school induction module within
Blackboard, under "My organisations". The course is entirely online and consists of five
eTutorials followed by a short diagnostic test. The answers to all the test questions are
contained within the tutorials. The course introduces you to concepts about plagiarism
and aims to prevent you contravening University regulations concerning plagiarism.

Please note that the test is intended to diagnose your understanding of plagiarism for it is
absolutely essential to good academic writing that you understand how to avoid
plagiarism. You have only ONE attempt to do the diagnostic test. If you do not achieve
the 70% pass mark, you will be referred to a member of academic staff (usually your
personal tutor) for further help and guidance.
For more information on the University’s efforts to ensure that students do not commit
plagiarism, please see the following article:
 George, S., Costigan, A. and O’Hara, M. (2013) Placing the library at the heart of
plagiarism prevention: the University of Bradford experience. New Review of Academic
Librarianship, vol.19, no.2, pp.141-160. Available via Bradford Scholars (the University’s
online research depository) at: http://bradscholars.brad.ac.uk/handle/10454/5616
Plagiarism
You may be tempted to hand in essays, projects or other pieces of assessed coursework
containing work that you know are not completely your own, hoping that the tutor won’t notice.
This may be for several reasons such as shortage of time, hoping for a better grade than would
be achievable under a particular set of circumstances or perhaps even lack of knowledge
regarding how to correctly reference the sources of data used. This is plagiarism – it is a matter
that the University takes very seriously indeed - and it usually takes one of four forms.
(a) Copying chunks of text from books, dissertations, journals or the web without
acknowledgement. (It is permissible, even desirable, to quote extensively from the work of other
writers on your subject, but all quotations should be fully referenced).
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(b) Paraphrasing ideas from texts without stating their origin. (Instead, use phrases such as
“According to Jobber (1995).” or “Wright & Taylor (1994) propose that ..” or similar
acknowledgement).
(c) Colluding with other students and submitting identical or near identical work.
(d) Copying the work of another student without that student’s consent.
University regulations state: “A dissertation, thesis, essay, project or any other work which is not
undertaken in an examination room under supervision but which is submitted by a student for
formal assessment during his/her course of study must be written by the candidate him/herself
and in his/her own words, except for quotations from published and unpublished sources which
shall be clearly indicated and acknowledged as such. ..... The incorporation of material from
other works or a paraphrase of such material without acknowledgement will be treated as
plagiarism subject to the custom and usage of the subject ... Where an examiner identifies a
failure to comply fully with the foregoing this will be regarded as a suspected breach of
Regulations by the student concerned and will be the subject of investigation.”
For more information on the regulations, policies and penalties associated with plagiarism see
http://www.brad.ac.uk/admin/acsec/BreachesAppealsComplaints/index.html
The Effective Learning service offers advice and guidance on correct referencing – see
http://www.brad.ac.uk/acad/management/external/page.php?section=resources&page=resourc
esels
For an online tutorial about plagiarism and correct referencing see
http://learning.londonmet.ac.uk/TLTC/learnhigher/Plagiarism/
Referencing
Please ensure that any sources (of data or of ideas) are clearly and correctly referenced.
Examples of which are as follows:
In text:
The additional role of the initiator was introduced by Bocock (1993)…
In the references section at the end:
For booksBocock, R. (1993) Consumption, Routledge, London
For articlesFirat, A.F. and Shultz C.J. II (1997) ‘From Segmentation to Fragmentation: Markets and
Marketing Strategy in the Post-modern Era’, European Journal of Marketing, Vol.31,
No.3/4, pp.183-207.
For internet web siteWorld Bank, World Development Indicators. Available on
http://siteresources.worldbank.org/DATASTATISTICS/Resources/POP.pdf (accessed on
25/11/2009)
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The Library has information about plagiarism, and how to avoid it:
http://www.bradford.ac.uk/library/help/plagiarism/.
8. Student Charter
Our Student Charter is intended to set out the minimum procedural expectations relating to the
student experience for both staff and students. Your active involvement with staff in your
learning, in School-level activities, in institutional processes and with the Students’ Union is
absolutely key to fostering a sense of collegiate community. You engage with us as partners
and as such, both staff and students have expectations and obligations with regards to the
processes in which they engage. You can find our Student Charter at
http://www.bradford.ac.uk/student-charter/.
It is the responsibility of the student to inform the University if you will not be attending, or intend
to stop or suspend your studies. This information should be communicated in writing to the
Undergraduate Office at the School of Management.
9. Complaints and Appeals
For information regarding making complaints or appeals please visit
http://www.bradford.ac.uk/legal-and-governance/breaches-appeals-complaints/.
10. Module Feedback from Previous Students
The content and design of the course were approved by the external examiner. The external
examiner commented on the assessment positively and thought the markings were fair.
The previous cohort of students felt that the module was worthy of their efforts and rated above
3.7.
Below are some quotes from their comments:
‘Good lectures’, ‘Teaching styles were responsive to my needs, tutorials gave better
understandings for issues..’, ‘Current knowledge of businesses activities and theories applied to
specific organisation’.
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