Business School
Business School Undergraduate Courses
Module Number: U55003
Module Title: Marketing in Context
Module Guide
Semester One, 2010-11
Module Leader: Lindsay Williams
Room: N303, Wheatley Campus
Telephone: 01865 485790
Email: lwilliams@brookes.ac.uk
Business School, Oxford Brookes University
Module number: U55003
Module title: Marketing in Context
CONTENTS
Module introduction ......................................................................................................... 3
Module leader contact details.......................................................................................... 4
Your commitment to this module and the ‘Marketing Mix Challenge’ ............................... 5
Semester plan synopsis .................................................................................................. 6
Module syllabus ............................................................................................................ 10
Recommended reading list............................................................................................ 14
Upgrade – Study Advice Service ................................................................................... 16
Week 1 – Tuesday: Introduction to the module and Marketing Mix Challenge Briefing .................................17
Week 1 – Friday: Contemporary Marketing Issues .......................................................................................18
Week 2 – Tuesday: The Marketing Mix: Product..........................................................................................19
Week 2 – Friday: MMC Product Workshop ..................................................................................................20
Week 3 – Tuesday: The Marketing Mix: Promotion......................................................................................21
Week 3 – Friday: Consumer Landscapes ....................................................................................................22
Week 4 – Tuesday: The Marketing Mix: Price ..............................................................................................23
Week 4 – Friday: The Pricing Game ............................................................................................................24
Week 5 – Tuesday: The Marketing Mix: Place .............................................................................................25
Week 5 – Friday: ‘The good, the bad and the ugly’ ......................................................................................26
Week 6 – Tuesday: Guest Lecture ................................................................................................................27
Week 6 – Friday: The Poster Pitch (Assessment) ........................................................................................28
Week 7 – Tuesday: The Marketing Environment ..........................................................................................29
Week 7 – Friday: Market Research and Poster Pitch Feedback ...................................................................30
Week 8 – Tuesday: Segmentation, Targeting and Positioning ......................................................................31
Week 8 – Friday: Consumer Behaviour ........................................................................................................32
Week 9 – Tuesday: Enquiry-based Learning Launch....................................................................................33
Week 9 – Friday: EBL Workshop and Team Report Submission ...................................................................34
Week 10 – Tuesday: Corporate Ethics and Social Responsibility (and opinions, opinions, opinions) ............35
Week 10 – Friday: EBL Presentations (Course Requirement) .......................................................................36
Week 11: Tuesday: Exam Preparation and Top Tips (Course Requirement) ..............................................37
Week 11: Friday: Report Feedback and Optional Exam Tutorials................................................................38
Week 12: Tuesday: Optional Exam Tutorials ...............................................................................................39
Week 12 – Friday: No session .......................................................................................................................40
Assessment details ....................................................................................................... 41
Regulations ................................................................................................................... 55
Cheating ....................................................................................................................... 56
A note on equal opportunities and diversity ................................................................... 57
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Module introduction
Welcome to U55003: Marketing in Context
You have made an excellent decision to study Business and Marketing Management at Oxford
Brookes University! ‘Marketing in Context’ is one of the core modules you will study on your
degree and as such it will provide you with a solid base of knowledge and understanding of the
marketing discipline, effectively giving you a strong foundation upon which to build as you
progress with your study of marketing and business. The effects of marketing activity are
manifest in all of our lives, and whether you’re simply having a Diet Coke break, or making the
momentous decision where to go to University, you are a consumer, involved in a marketing
experience.
The fact that marketing is observable all around makes it a lively subject that is easy to engage
with. We have tried to reflect this in our approach to the teaching and assessment on this
module. For example, you will be working in teams on the ‘Marketing Mix Challenge’ which is
designed to be creative, fast-paced and hands-on. The challenge has two phases in which you
develop the marketing of a product which you will have created yourselves.
By undertaking the challenge, you will be participating in a learning experience which provides
you with a progressive understanding of marketing. Starting with the 4 Ps of the marketing mix,
you will build on your learning and move more critically towards the wider, more complex issues
which impact marketing decisions. Marketing is far more than product, price, place and
promotion, and this module aims to provide you with the building blocks to understand and
appreciate the inter-relationship between different marketing concepts, and prepare you for
your future studies here at Brookes.
This module is very closely linked to one of your other compulsory modules U55001:
Foundations of Academic Success. Studying these modules together will not only develop your
understanding of marketing within a business context but also allow you the opportunity to
develop your academic skills in a progressive and holistic manner which will pave the way for
your future success on your Business and Marketing Management degree.
We very much hope you enjoy the learning on this module and have a bit of fun along the way!
Lindsay and the Module Team
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Module leader contact details
Name:
Lindsay Williams
Room:
N303, Wheatley Campus
Telephone:
01865 485790
eMail:
lwilliams@brookes.ac.uk
Office hours:
Monday 3-4pm and Friday 11.30am-12.30pm
Seminar leader contact details
In addition to attending lectures on Tuesday afternoons you will also be in seminar/workshop
sets as per your timetable. Please make a note of your seminar leader’s details below:
Name:
Room:
Telephone:
eMail:
Office hours:
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Your commitment to this module and the ‘Marketing Mix
Challenge’
The ‘Marketing Mix Challenge’ begins right at the start of this module and runs through to the
end of the semester. It is fast-paced and undertaken in teams, which means that (a) you
cannot afford to miss any sessions, and (b) you have to commit to both your team and the
tasks at hand. Therefore:
WHAT YOU NEED TO DO
1) ATTEND every session, and PARTICIPATE fully. (Registers will be taken and nonattendance will be followed up by the module leader).
2) Meet with your team outside lectures. You have a number of tasks that need to be
completed as preparation work and formal assessments, so make sure you meet up
regularly and take responsibility for your allocated work!
3) Do the reading, familiarise yourselves with the Library and learning resources
available to you and use them regularly - whatever skills you need to complete your
studies, do not lose sight of the fact that you are READING for a DEGREE – starting
with this module.
4) You’ve progressed from Secondary education into Higher education – the
descriptions mean something! Don’t think you know everything just because you
may have studied marketing or business before. We expect your work to be far more
critical and of a higher standard. You can do it!
5) Ask for help if you need it. Your seminar leader is there to help you, and you can
always contact us as Module Leader.
6) Get in to the spirit of the challenge – you will be surprised how much you will learn
(and enjoy yourself)!
‘Marketing Mix Challenge’ – Team Members
In week 1 you will form ‘Challenge Teams’ as part of the ‘Marketing Mix Challenge’. As
communication with your team is really important, you might want to make a note of their
names can contact details in the table below:
Name
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Email
Phone
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Semester plan synopsis
‘Marketing in Context’ is a double module which means it runs twice a week over the whole
of Semester One. The lectures are on a Tuesday afternoon between 1pm-2pm in the Dora
Cohen Hall at Wheatley and you will be required to attend an hour long seminar afterwards,
either from 2-3pm or 3-4pm (please see your timetable to find out which time applies to you).
You will also be attending two hour workshops per week on a Friday – either in the morning
between 9am-11am or in the afternoon between 2pm-4pm. Again, please refer to your
timetable to see which time slot applies to you.
The table below is an overview of what will be happening each week. More details can be
found in the pages that follow.
* The reading listed below is reading to be completed in readiness for the next session……………
Week
Lecture
Seminar
Reading*/
Deadlines
preparatory work
1
Tuesday
Introduction to the
module
Marketing Mix
Challenge (MMC)
Briefing
MMC Team
formation and
Brand Allocation
Module Quiz
What is marketing?
Read Chapters 1 and
6 of Blythe, J (2008)
Essentials of
Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Research the
product portfolio of
your MMC brand
1
Friday
Contemporary Marketing Issues
As above
(2 hours)
2
The Marketing Mix
Tuesday
‘Product’
Product Portfolio
feedback (all MMC
teams to
contribute)
MMC product brief
and launch
Initial ideasstorming for
product choice
2
MMC Product Workshop (2 hours)
Friday
Peer feedback on provisional product ideas
Team-building
Application of product principles
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Meet as a team
before Friday to
finalise MMC product
(and start to apply
‘product’ principles)
Read ch 9 of Blythe
(2008) and complete
end of Chapter
Questions
Research MMC
product competitors
(and refine product
decisions if
necessary)
You and your
MMC team must
feed back the
Product Portfolio
for your brand in
the seminar
session
MMC products
choice must be
decided and
agreed by team
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Week
Lecture
Seminar
Reading*/
preparatory work
3
The Marketing Mix
Tuesday
‘Promotion’
MMC:
Promotional Mix
ideas-storming
Read Ch 7 of Blythe,
J (2008) Essentials
of Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Meet as a team
before next week to
discuss MMC
promotional ideas
3
Friday
Consumer Landscapes
(2 hours)
Continue developing
product and
promotional ideas
Research the
prices/pricing of
competitor products
4
The Marketing Mix
MMC:
Tuesday
‘Price’
Application of
pricing strategies
Meet as a team
before next week to
finalise MMC pricing
strategy
Read ch 8 of Blythe
(2008) and complete
end of Chapter
Questions
4
Friday
The Pricing Game
As above
(2 hours)
5
The Marketing Mix
Tuesday
‘Place’
MMC: Place
ideas-storming
Meet as a team
before next week to
finalise MMC ‘place’
decisions
Poster Pitch
preparation
5
Friday
‘The good, the bad and the ugly’
(2 hours)
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Poster Pitch
preparation
Deadlines
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Week
Lecture
Seminar
Reading*/
Deadlines
preparatory work
6
Guest Lecture
Poster Pitch
Surgery
Tuesday
6
Friday
Poster Pitches
(all session)
7
Tuesday
Launch of MMC
Phase Two
The External
Marketing
Environment
Application of the
External
Environment to
MMC
7
Market Research
Friday
Poster Pitch Feedback and ‘Mystery
Question’
(2 hours)
8
Tuesday
Segmentation,
Targeting and
Positioning
Application of
Segmentation,
Targeting and
Positioning to
MMC
8
Friday
Consumer Behaviour
(2 hours)
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Poster Pitch
preparation
Read Ch 2 of Blythe,
J (2008) Essentials
of Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Don’t forget it’s
the Poster Pitch
this Friday….!
Poster Pitch
Read Ch 5 of Blythe,
J (2008) Essentials
of Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Read Ch 4 of Blythe,
J (2008) Essentials
of Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Read Ch 3 of Blythe,
J (2008) Essentials
of Marketing: FT
Prentice Hall and
complete end of
Chapter Questions
Don’t forget…you
need to submit
your team report
next week!
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Week
Lecture
Seminar
Reading*/
Deadlines
preparatory work
9
Tuesday
Launch of Enquirybased Learning
(EBL) activity and link
to MMC and exam
Deconstruction of
EBL scenario
Allocation of
roles/tasks
9
Friday
Submission of Team Report
EBL workshop
Individual research
on EBL topic
Submission of
Team Report
(2 hours)
10
Tuesday
Corporate Ethics and
Social Responsibility
‘Opinions,
opinions, opinions’
EBL preparation
EBL
presentation
(course
requirement)
10
Friday
EBL presentations
(all session)
11
Tuesday
Exam Preparation
and Top Tips
Preparation for the
Compulsory Exam
Question
Module Evaluation
Revision and
completion of mock
question (optional)
11
Friday
Report Feedback
Revision
Exam Tutorials (Optional)
12
Tuesday
Exam Tutorials (Optional)
Revision
12
No session (Please Revise!)
Revision
Friday
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Don’t forget….it’s
the EBL
presentation on
Friday (which is a
course
requirement!)
Attendance at
the lecture and
seminar is a
course
requirement
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Module syllabus
U55003 Marketing in Context
Course Description
This double module provides an orientation into disciplinary content/concepts of the
programme, including an introduction to key marketing content in the context of the microand macro-business environments. Students will understand and appreciate the interrelationships between different marketing concepts and be able to build upon that knowledge
in subsequent level 5 modules.
Relationship with other Modules

Restrictions: may not be combined with U55002 Foundations of Marketing
Semester 2

Only available to BA Business and Marketing Management (BK)
Level and status
Level 4 double module

Compulsory for
o BA Business and Marketing Management (BK)
Content
This module will introduce marketing concepts within a business context. Students will
participate in the ‘Marketing Mix Challenge' which provides a progressive learning
experience during which students will explore the 4Ps of the marketing mix, and move more
critically towards the wider, more complex issues which impact marketing decisions. Key
content areas include:







The historical evolution of marketing philosophy, orientation and values
The role of marketing within a range of organisations in diverse markets and contexts
Marketing's interface with other areas of the organisation
The nature and influence of the external environment on marketing decision-making
Segmentation, targeting and positioning, marketing research and buyer behaviour
The marketing mix (the 4Ps and the 7Ps)
Contemporary issues in marketing
Learning Outcomes
1. Knowledge and Understanding
Having completed this module successfully, students will be
able to:
1.1 Understand interrelationships between business functions
in a range of organisations that are diverse in terms of their
nature, purpose, size, structure and culture
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Taught Practised Assessed
X
X
X
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1.2 Understand the customer centric underpinnings of the
marketing philosophy and the historical evolution of the
marketing concept
X
X
X
1.3 Appraise the factors arising within the marketing
environment, appreciate the linkages between different parts of
the marketing and business environment, and appreciate the
effects of a rapidly changing regional, national and/or global
environment on a diverse range of organisations
X
X
X
1.4 Understand key marketing concepts and the
interrelationships between them
X
X
X
1.5 Evaluate marketing activities in terms of the fundamental
principles of corporate ethics and social responsibility
X
X
X
2. Disciplinary/Professional Skills
Having completed this module successfully, students will be
able to:
Taught Practised Assessed
2.1 Select and apply appropriate research methods and
analysis tools to decision-making and the design of creative
solutions to a range of marketing problems and scenarios
X
X
X
2.2 Devise and substantiate arguments contributing to
marketing decision-making, informed by critical enquiry and
practical insights, and using appropriate means of
dissemination to communicate them
X
X
X
2.3 Understand the nature, role and importance of
relationships with suppliers, service providers, agencies,
customers, clients and other stakeholders
X
X
X
2.4 Recognise the importance and influence of professional
values, incorporating approaches to corporate citizenship.
These values should pay due respect to legal, professional and
ethical codes of practice, and with due regard for the wellbeing of society
X
X
X
3. Transferable Skills
Having completed this module successfully, students will be
able to:
Taught Practised Assessed
X
3.1 Self-management
3.2 Learning skills
X
X
X
3.3 Communication
X
X
X
3.4 Teamwork
3.5 Problem solving
3.6 Information technology
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X
X
X
X
X
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Teaching and Learning Experience
This is a double credit module delivered in one semester.
The module begins with an emphasis on lectures and seminars, where key content is
delivered and module expectations established. Following this initial stage, students
experience workshop-based learning to explore more complex concepts and theories in a
more independently focused environment.
Through the Marketing Mix Challenge, students will participate in a progressive, hands-on
learning activity across the semester which develops their core marketing understanding.
Students, working in teams, will be creating an active learning environment facilitated by
formal and informal interaction with tutors, designed to promote enthusiasm for the subject.
Phase One of the Marketing Mix Challenge focuses on initial product development and
marketing decisions relating to the 4Ps. Phase Two provides students with an opportunity to
develop their ideas and decisions based on a more holistic and developed understanding of
marketing. Supporting this process will be a series of Enquiry Based Learning activities
which are also designed to help prepare students for the end of module examination.
The assessments within this module are underpinned by developmental activities that
students undertake simultaneously in ‘Foundations for Academic Success'.
Notional Learning Time
Lectures/seminars/workshops 48 hours
Weekly prep/reading
Weekly activities/exercises
Coursework preparation
96 hours
40 hours
70 hours
Exam preparation
46 hours
Assessment
Coursework
Examination
60%
40%
Coursework
A team poster presentation of 15-20 minutes in week 6 will assess Phase One of the
Marketing Mix Challenge (20% of the module mark). Tutor feedback will be provided in week
7, to feedforward to the team report.
A team report of 2000 words to be submitted in week 9 will assess Phase Two of the
Marketing Mix Challenge (40% of the module mark). Tutor feedback will be provided in week
11, to feedforward to the examination.
Assessment criteria will take into account individual contributions to this group assessment.
Students will be required to participate in a peer assessment activity, whereby they have the
opportunity to adjust marks for the group work component on the basis of individual
participation and contribution. Should any coursework group be unable to reach a mutually
acceptable decision on grade adjustments, the tutor will be the ultimate arbiter in the light of
evidence presented (including group work diaries and notes of group meetings).
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Learning Outcomes assessed: 1.2, 1.4, 2.1-2.4, 3.2, 3.3, 3.5
Examination
A closed book 2 hour examination comprising one compulsory question (40% of the
examination marks) relating to EBL learning activities, and a series of short answer
questions (60% of the examination marks).
Learning Outcomes assessed: 1.1-1.5, 2.2, 2.4, 3.3
A minimum of 30% must be achieved in each assessment component, and 40% overall, in
order to pass the module.
Indicative Reading List
Books
Author
Blythe J
Title
Essentials of Marketing (4th ed)
Publisher
FT/Prentice Hall
Date
2008
Boddy D
Management: An Introduction (4th ed)
FT/Prentice Hall
2008
Brassington F &
Pettitt S
Essentials of Marketing (2nd ed)
FT/Prentice Hall
Dibb S & Simkin L
Marketing Essentials
Cengage
Learning
2009
Groucutt J
Foundations of Marketing
Palgrave
Macmillan
2005
Jobber D & Fahy J
Foundations of Marketing (2nd ed)
McGraw Hill Ed
2006
Palmer A
Introduction to Marketing: Theory and
Practice (2nd ed)
OUP
Validation History
First validated May 2009
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2007
2009
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Recommended reading list
Blythe, J. (2008) Essentials of Marketing. 4th Ed. Harlow: FT Prentice Hall
(ISBN 9780273717362; 0273717367)
This is the core text for this module which forms your core reading (see Semester Plan
Synopsis for week by week reading activity). You are therefore strongly advised to buy a
copy. The university bookshop has been advised that this is the text for this module. There
are a limited number of copies available in the library at 658.8/BLY.
This text is also available as an e-book (go to the Library home pages, click on 'Electronic
library', then 'E-books', then 'MyLibrary, then search) so if you are unable to purchase or
borrow the book you do have electronic access.
Supplementary reading – Books
Other introductory texts that will help to increase your understanding of marketing are listed
in the table above on page 13.
Supplementary reading – Journal articles
You must be familiar with the operation of the University’s online journal database system. If,
for any reason, you are not familiar with both content and access you must visit the library and
update your knowledge and skills immediately. You will not be able to do well in this module
without using quality online journal and report sources.
Supplementary reading – Business reports
It is important that you become familiar with the business reports available through the online
library database. These include Mintel and Euromonitor.
Supplementary reading – Newspapers and magazines
Academic texts, business books and journal articles will provide background theory and case
studies. However, you are advised to read quality broadsheet newspapers (such as The
Financial Times, The Times, The Guardian, The Daily Telegraph, Wall Street Journal and The
Observer) and magazines (such as Marketing, Marketing Week, Campaign, The Economist
and Business Week). These often present well-written contemporary and in-depth articles on
both companies and industry sectors.
Newspaper articles are available through Factiva via the online library database and a digest
of what is being written about in the marketing trade press can be accessed via
www.mad.co.uk.
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Supplementary Reading – Lecture Slides
Lecture slides will be available via Brookes Virtual, however these are for guidance only. They
are really only a snapshot of the ideas and the issues. You are expected to supplement these
with your own reading around the subject area.
Television news, current affairs and business documentaries
As with newspapers and magazines television news broadcasts will discuss contemporary
and industry sector issues. From time to time there will be special current affairs and
business documentaries, such as The Money Programme on BBC 2. These again can be a
valuable source of information and analysis. The Apprentice will provide some good
television too!
The Internet
The Internet can provide several sources of information:
(1) Details of companies from their own corporate web sites. Remember that this is their
view of the world, not necessarily how others perceive them.
(2) Company and industry watchers such as Standard & Poor.
(3) Broadcasters, such as the BBC. They have dedicated areas of their web sites to
business issues and relevant programmes such as The Money Programme.
(4) Newspapers and news agencies, such as The Financial Times at ft.com (Please note
that ft.com has various levels of entry, some are free but for others you have to pay a
premium rate).
(5) Organisations such as the World Trade Organisation and industry bodies such as the
CIM, IPA, IPR.
(6) Reputable publishers and think tanks which raise challenging questions and issues for
further discussion.
Health Warning
Whilst the Internet can provide a wealth of resource material it also contains dubious
material. Just because a website states that it discusses the principles of marketing does not
mean that the information is reliable or accurate. The above guidelines should help you to
steer clear of dubious material. Wikipedia is NOT an acceptable or reliable source and
should not be used in your research.
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Upgrade – Study Advice Service
Upgrade is the university's confidential study advice service for anyone who wants advice on

Statistics or maths

Study skills: planning and writing essays, assignments and dissertations - and more…
Just email us to book a 30 minute tutorial. You can take a chance and drop in (especially at
Wheatley, Harcourt Hill and Marston Road), but it is always better to book first. Bring your
work and Module Handbook with you.
Check the website for current opening times…
http://www.brookes.ac.uk/services/upgrade/timetable.html and further information.
Campus
Location
Days
Times
Headington
Library Entrance foyer
Monday - Friday
11.00 – 1.30
Tues, Weds*, Thurs
twilight
Wk 4 – 11
4.15 – 5.45
Monday*
11.45 – 1.15
Tuesday*
12.15 – 1.15
Tuesday*
11.30 – 1.30
Thursday*
4.00 – 5.30
Costa Cafe
Tuesday
12.00 – 1.30
Simon Williams
Undergraduate Centre
Thursday
11.45-1.45
Marston Road*
Harcourt Hill*
Wheatley
Pooled computer room
Refectory
*Study skills only
Remember to bring your work and Module Handbook with you.
Email upgrade@brookes.ac.uk
Checkout the Study Advice online, and Study Skills A/Z for some start points.
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Week 1 – Tuesday: Introduction to the module and Marketing
Mix Challenge Briefing
Learning outcomes
The aim of the lecture is to:
 Provide you with an overview of the module, including the ‘Marketing Mix Challenge’
and how you will be assessed
 Introduce you to the basic principles and concepts of marketing within a
contemporary business environment
The aim of the seminar is to:
 Give you an opportunity to get to know each other (and your seminar leader)
 Make sure you know all of the key features and details of the module (by participating
in the module quiz)
 Make sure you know the how the ‘Marketing Mix Challenge’ works
 Allocate you in to teams so that you can start to research your ‘brand’ ahead of the
official launch of the Marketing Mix Challenge in Week 2.
Lecture summary
You will be provided with an overview of the module which will include a week-by-week
breakdown of what you will be studying, and the activities you need to do in preparation for
each week. You will also be introduced to the ‘Marketing Mix Challenge’; how it works and
the purpose behind it. Expectations for this module will also be set.
During the lecture, you will also be introduced to basic principles and concepts of marketing
within a contemporary business environment.
Seminar tasks
In the seminar you will be taking part in an ice-breaker activity and module quiz. You will
also be allocated in to teams and given a ‘brand’ in readiness for the launch of the Marketing
Mix Challenge next week (week 2). Time will be made available for you and your team to
swap contact details (see page 5) so that you can keep in regular contact and arrange
meetings between sessions when necessary.
By the end of the session, you will know a number of people within your seminar group and
be familiar with the key information and deadlines relevant for this module. There will also
be an opportunity for you to ask any questions about the module or the ‘Marketing Mix
Challenge’ to your seminar leader.
Reading/activity
By next week (Tuesday), you must read Chapters 1 and 6 of the core text – Blythe (see
page 13 for full details). Please make sure that you check the end of chapter glossaries, and
answer questions.
You are also required to research the product range/portfolio of your ‘brand’ prior to next
week
Deadlines
It is vital that you complete the reading in advance of each week’s workshop. Treat them as
you would a submission deadline. Don’t forget to research your allocated ‘brand’ for next
week.
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Week 1 – Friday: Contemporary Marketing Issues
The aim of this workshop is to explore definitions of marketing and introduce you to some of
the contemporary issues impacting marketing decisions and activities. Topics will include
the current economic climate, ‘green’ issues and the impact of new technology.
During this session you will be exposed to a mixture of tutor-led content, audio-visuals and
student-led discussions. Specific examples will be discussed in detail and there will be an
opportunity to debate the impact and ethical issues associated with each of the topics raised.
Be prepared to participate and contribute!!
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Week 2 – Tuesday: The Marketing Mix: Product
Learning outcomes
The aim of the lecture is to:
 Introduce you to ‘Product’ of the marketing mix, and more specifically:

the process of defining and classifying products and services

the product life-cycle

the role of branding and packaging
The aim of the seminar is to:
 Launch the ‘Marketing Mix Challenge’, and more specifically:

Give your Challenge team details of the product you must develop as part of
the Marketing Mix Challenge

Allow you time in your teams to start ‘ideas storming’ the type of product you
are going to develop, and its features and attributes etc
Lecture summary
Products will be explored in relation to how they are defined, classified and developed. The
Product Life Cycle will also be introduced. Branding and packaging will be discussed using
a number of familiar consumer examples.
Seminar tasks
At the beginning of the session, your seminar leader will give your Challenge team an
overview of the product you must develop. You must then as a team begin to discuss what
product you would like to develop for the challenge. This marks the official launch of the
Marketing Mix Challenge!
Throughout this idea-storming process, you and your Challenge team will be encouraged to
think about the product’s key features and benefits etc – thereby applying product-related
theory to your Challenge product from the very start! This will help you manage your time
during Phase One of the Marketing Mix Challenge, as it is intentionally fast-paced.
Reading/activity
By this Friday, you must have meet with your Challenge team to finalise your product choice
as you are required to share your idea with the rest of the seminar group. You must also
have started to apply the product-related theory from the lecture to your chosen product your seminar leader will be asking you! Don’t forget to take notes of your meeting in your
team diary (see page 19 for more details regarding the team diary).
By next Tuesday you must have read Chapter 9 of Blythe, check the end of chapter
glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week, and finalised your product
choice for the Marketing Mix Challenge (ready to share with the rest of the seminar group on
Friday).
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Week 2 – Friday: MMC Product Workshop
The aim of this two hour workshop is to gain peer and tutor feedback on your MMC product
ideas so that you can begin to refine your thinking. You must therefore have prepared your
product choice so that you can share them with the rest of the group.
You will be given time in the session to continue applying product principles to your ideas
based on the content of the ‘product’ lecture on Tuesday and the core reading.
As you will be working in teams throughout the MMC, this session will also contain a teambuilding fun activity so that you can get to know each other better.
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Week 3 – Tuesday: The Marketing Mix: Promotion
Learning outcomes
The aim of the lecture is to:
 Introduce you to ‘Promotion’ of the marketing mix, and more specifically:

the function of promotion within the marketing mix

the various promotional tools available to marketers, and their role in the
promotional mix

communications theory and it’s use to evaluate promotional activities
The aim of the seminar is to:

allow you and your Challenge teams time to apply the promotional theories
and concepts raised in the lecture and your reading to your Challenge
product.
Lecture summary
The lecture will be exploring various theories and concepts relating to promotions, the
promotional mix and marketing communications generally.
Seminar tasks
The key task for this seminar session is to apply promotional concepts and theories as
discussed in the lecture and your reading to your Challenge product. Your seminar leader
will be on hand to give you feedback and advice on your promotional choices.
Reading/activity
By next week, you must:
1. Have met with your Challenge team to firm up your promotional ideas for your Challenge
product based on the promotional-related theory discussed within the lecture and yourn
reading.
2. Read Chapter 7 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week.
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Week 3 – Friday: Consumer Landscapes
This two hour session explores the concept of the consumer and its changing landscape.
Consumers are arguably becoming more sophisticated, demanding and street-wise. How do
we as marketers respond to the evolving consumer? What are contemporary consumer
issues that we need to be addressing?
During this session you will be exposed to a mixture of tutor-led content, audio-visuals and
student-led discussions. You will be reading, summarising and critiquing a number of
consumer-related academic articles.
This session underpins the Friday session in Week 8: Consumer Behaviour and will support
your learning in Phase Two of the Marketing Mix Challenge.
Reading/activity
1. Continue developing your product and promotional ideas for the MMC.
2. Research the prices/pricing of competitor products in readiness for Tuesdays session
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Week 4 – Tuesday: The Marketing Mix: Price
Learning outcomes
The aim of the lecture is to:
 Introduce you to ‘Price’ of the marketing mix, and more specifically:

the basis for pricing decisions

the use of pricing as communication

policies in relation to pricing
The aim of the seminar is to:

allow you and your Challenge teams time to apply ‘price’ and associated
theories and concepts raised in the lecture and your reading to your
Challenge product.
Lecture summary
The lecture will be exploring various theories and concepts relating to price, including pricing
strategies. The importance of pricing will be discussed and a range of examples will be used
to illustrate key learning points.
Seminar tasks
The seminar will be dedicated to you and your Challenge team continuing to develop the
marketing mix for your Challenge product. Hence, you will be required to apply pricing
concepts and theories as discussed in the lecture and your reading.
Reading/activity
1. You must meet as a team before next week to finalise your MMC product’s pricing
strategy
2. Read Chapter 8 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week.
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Week 4 – Friday: The Pricing Game
This is an interactive session in which you will be participating in a pricing game to develop
your understanding of pricing issues and strategies. This will be fun – hopefully you will
enjoy yourself!
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Week 5 – Tuesday: The Marketing Mix: Place
Learning outcomes
The aim of the lecture is to:
 Introduce you to ‘Place’ of the marketing mix, and more specifically:

the changing nature and scope of ‘place’

the function and importance of place within the marketing mix

distribution in relation to various products
The aim of the seminar is to:

allow you and your Challenge teams time to apply ‘place’ theories and
concepts raised in the lecture and your reading to your Challenge product.
Lecture summary
The lecture will be exploring various theories and concepts relating to place including
logistics and distribution.
Seminar tasks
The seminar will be dedicated to you and your Challenge team continuing to develop the
marketing mix for your Challenge product. Hence, you will be required to apply ‘place’
concepts and theories as discussed in the lecture and your reading.
Reading/activity
1. You must meet as a team before next week to finalise your MMC product’s ‘place’
decisions
2. Your Poster Pitch is coming up so you really should be working in your MMC teams to
finalise your overall decisions for Phase One of the Challenge and be developing your poster
ideas and pitch.
Deadlines
You must have completed your reading activity for this week.
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Week 5 – Friday: ‘The good, the bad and the ugly’
This session explores the marketing mix decisions (good and otherwise!) for a range of reallife products/brands such as Ryan Air and PepsiCo. The aim is to help prepare you for your
Poster Pitch next week by illustrating the importance of an integrated approach to marketing
mix decisions and the consequences of getting various aspects wrong!
As with previous sessions, you will be exposed to a mixture of tutor-led content, audiovisuals and student-led discussions.
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Week 6 – Tuesday: Guest Lecture
Lecture summary
This week there will be a guest lecture on ‘The Marketing Mix in Practice’. The aim is once
again to bring the marketing mix to life so that you can apply your learning to the MMC.
You will have the opportunity to ask questions to the presenter at the end of the session.
Seminar tasks
The seminar will be dedicated to you and your Challenge team continuing to develop the
marketing mix for your Challenge product. There will be a ‘Poster Pitch Surgery’ which will
enable you to ask your seminar leader any questions regarding the assessment on Friday
and pick up any last minute tips. You can even run through your presentation if you want to.
Basically, use this time wisely……the Poster Pitch is in 3 days time!!!
Reading/activity
There is no set reading this week as your Poster Pitch is this Friday….your preparation
activity is therefore to finalise your amazing poster and prepare your compelling pitch!
Deadlines
Don’t forget that the Poster Pitch is this Friday!!!
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Week 6 – Friday: The Poster Pitch (Assessment)
Today is ‘Poster Pitch’ day! You will be pitching your product ideas during your normal
seminar session. Please attend at the usual start time (either 9am or 2pm) – the session will
last 2 hours as usual and you will be required to stay for the duration. You will also be
completing a mid-module evaluation at the end of the session – please see page 57 for more
details.
As this is a formal assessment you are required to dress appropriately. Please also respect
your peers whilst they are pitching their product ideas – treat others how you would like to
treated yourself!
For more information regarding the Poster Pitch and Phase One of the MCC please read
pages 41-55.
Reading/activity
Read Chapter 2 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
It’s your ‘Poster Pitch’ today – good luck!!
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Week 7 – Tuesday: The Marketing Environment
Learning outcomes
The aim of the lecture is to:
 Launch Phase Two of the ‘Marketing Mix Challenge’ and introduce you to the
Marketing Environment. More specifically, the lecture aims to:

Explain how the second phase of the MMC works and what you need to do.

Outline the key macro and micro factors that influence marketing decision
making

Address the potential impact of the macro environment within a local,
regional, national and international context.

Outline the potential impact of the micro environment on the marketing of a
product or service
The aim of the seminar is to:

allow you and your Challenge teams time to apply marketing environmental
issues and factors raised in the lecture and your reading to your Challenge
product.

help prepare you for the Team Report
Lecture summary
Week 7 marks the start of Phase Two of the MMC. You will therefore be introduced to how
the MMC relates to the rest of the semester and your team report. You will then be
introduced to the first part of the additional marketing theories and concepts, namely the
marketing environment.
Seminar tasks
During the seminar, you and your MMC team will be given the opportunity to apply the
learning gained from the lecture and your reading to your MMC product.
Reading/activity
Read Chapter 5 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week.
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Week 7 – Friday: Market Research and Poster Pitch Feedback
Learning outcomes
The aim of this two our session is to:
 Introduce you to market and marketing research concepts, theories and techniques,
and more specifically:

the role, process and importance of market research in informing marketing
decision making

the types of research, and their appropriate application dependent on
information requirements
 You will also receive your Poster Pitch feedback (and grade) and receive your
mystery question for Phase Two of the MMC.
Session summary
This is the second session whereby you will be introduced to new theories and concepts in
order to develop the marketing of your Challenge product. You will have the opportunity to
apply these theories and concepts to your Challenge product in relation to Phase Two of the
Challenge.
Reading/activity
Read Chapter 4 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week.
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Week 8 – Tuesday: Segmentation, Targeting and Positioning
Learning outcomes
The aim of the session is to:
 Introduce you to segmentation, targeting and positioning (STP), and more
specifically to:

the concept of segmentation

various methods for targeting potential customers

how a product or service is positioned in the marketplace
Session summary
In the lecture you will be introduced to segmentation, targeting and positioning (and the
relationship between all three aspects). Links will be made with the Promotional Mix so
that you can demonstrate a more integrated understanding and application of STP within
your report.
In the seminar you will be given time to apply the learning from the lecture and your reading
to your Challenge Product.
Reading/activity
Read Chapter 3 of Blythe, check the end of chapter glossaries, and answer questions.
Deadlines
You must have completed your reading activity for this week.
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Week 8 – Friday: Consumer Behaviour
The aim of this two hour session is to:
 Introduce you to consumer buyer behaviour, and more specifically to:

the buyer decision making process

the factors that influence consumer and organisational buyer behaviour

different customer types and how marketers might influence them to
purchase
Session summary
You will be introduced to theories and concepts relating to consumer buyer behaviour in
order to develop the marketing of your Challenge product. Links will be made to the learning
in Week 3 (the Consumer Landscapes session).
You will also have the opportunity to apply these theories and concepts to your Challenge
product.
Reading/activity
There is no set reading this week as you have a huge deadline next week! Please therefore
continue to work on your Team Report…..
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Week 9 – Tuesday: Enquiry-based Learning Launch
Lecture summary
The lecture will be providing you with an overview of Enquiry-based Learning (EBL)
generally and will launch the EBL for this specific module.
This is an extremely important session. The EBL forms the compulsory part of your exam.
You can find out more about the EBL and how it relates to the MMC and examination on
page 44.
Seminar tasks
In the seminar, you and your Challenge Team will be deconstructing the EBL scenario and
allocating roles and tasks. This is the first stage of the EBL process and therefore critical in
you preparing sufficiently for the exam.
Reading/activity
There is no set reading for this week. Instead, you must have conducted some preliminary
research in relation to your EBL topic area in readiness for Friday’s session.
Deadlines
Don’t forget that the deadline for Phase Two of the Marketing Mix Challenge is Friday of this
week – make sure you submit your team report in the session…..!
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Week 9 – Friday: EBL Workshop and Team Report Submission
Session summary
During this session you will be working on your EBL tasks in your Challenge Teams under
the supervision of your seminar leader. They will be able to provide guidance where
appropriate – but remember that EBL is student-led!
At the beginning of the session you will be required to submit your Team Report – please
read pages 42-52 to familiarise yourself with the requirements.
Reading/activity
There is no set reading for this week. Instead, you must continue to research your EBL topic
area.
Deadlines
You need to submit your Team Report today at the beginning of the session.
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Week 10 – Tuesday: Corporate Ethics and Social
Responsibility (and opinions, opinions, opinions)
Lecture summary
The aim of the lecture is to explore ethics and corporate social responsibility (CSR) within a
marketing context. A range of examples will be provided to illustrate key issues and you will
have the opportunity to discuss and debate these within the seminar session.
Seminar tasks
During the seminar, you will have the opportunity to explore ethics and CSR in an interactive
way. You will be debating different viewpoints and hopefully challenging some of your own
views.
Reading/activity
There is no set reading for this week. Instead, you must continue to research your EBL topic
area in readiness for the EBL presentation this Friday.
Deadlines
Don’t forget that your EBL presentations are this Friday - this is a course requirement.
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Week 10 – Friday: EBL Presentations (Course Requirement)
Today is ‘EBL presentation’ day! You and your Challenge Team will be presenting your
findings to the rest of your seminar group during your normal seminar session. Please
attend at the usual start time (either 9am or 2pm) – the session will last 2 hours as usual and
you will be required to stay for the duration.
As per your Poster Pitch in Week 6, please respect your peers whilst they are presenting
their findings – treat others how you would like to treated yourself!
This session and participation in the EBL presentation is a course requirement. For more
information please read pages 44-45.
Deadlines
Today is ‘EBL presentation’ day! This is a course requirement.
Good luck!
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Week 11: Tuesday: Exam Preparation and Top Tips (Course
Requirement)
Lecture summary
The aim of the lecture is to provide you with specific details and requirements of the
examination for this module. General exam advice will have been covered in Week 10 in
Foundations of Academic success.
You will also receive tips and techniques to help you do well. Examples will be used to show
what types of questions will be asked in the exam itself.
Seminar tasks
The seminar session is dedicated to preparing you for the compulsory examination question
which is related to your EBL learning activity and presentation.
Towards the end of the session you will be given a mock examination question. You have
the option to complete the mock question in your own time and receive feedback on your
answer in either the session this Friday or next Tuesday. Your seminar leader will circulate
exam tutorial times. Please note that this is optional – you do not have to complete the
mock exam question or receive feedback on your answer.
You will also be receiving an end of module evaluation form – please see page 57 for more
details.
Reading/activity
Recap of previous learning and independent revision for the exam
Deadlines
This session is a course requirement, you MUST attend.
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Week 11: Friday: Report Feedback and Optional Exam
Tutorials
During this session, you will be able to receive the feedback and grade for your Team Report
and therefore your overall mark for the coursework element of the assessment which is
worth 60% of the module.
You also have the option to attend an exam tutorial to discuss your mock answer (please
see Tuesday Week 11 for details). Your seminar leader would have arranged a time with
you for either this session or next Tuesday (week 12). Please note: the tutorial is optional –
you do not need to attend. However, if you are attending then please arrive on time!!
Reading/activity
Recap of previous learning and independent revision for the exam
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Week 12: Tuesday: Optional Exam Tutorials
There is no formal session this week. Instead, you have the option to attend an exam
tutorial to discuss your mock answer if you haven’t already seen him or her on Friday of
Week 11. (Please see Tuesday Week 11 for details.)
Please note: exam tutorials are optional – you do not need to attend. However, if you are
attending then please arrive on time!!
Reading/activity
Recap of previous learning and independent revision for the exam
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Week 12 – Friday: No session
There is no formal session this week. Please carry on revising for your exam!
Reading/activity
Recap of previous learning and independent revision for the exam
Best of luck!!
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Assessment details
This module follows the principles of the University’s Assessment Compact, developed in
conjunction with the Student Union, to ensure good practice and transparency in
assessment and feedback processes. The Assessment Compact can be found on your
Field’s Brookes Virtual site.
There are two assessment components for this module – coursework (60%) and exam
(40%). The coursework consists of a team Poster Pitch (worth 20%) and a team Report
(worth 40%); the exam (worth 40%) is a combination of long and short answer essay
questions and takes place at the end of the semester during the examination period.
The coursework assessment components are related to the ‘Marketing Mix Challenge’
which occurs in two phases. . . . . .
What is the Marketing Mix Challenge?
Phase One: The Poster Pitch (worth 20% of the module marks)
The ‘Marketing Mix Challenge’ in Phase One is a five week scenario-based activity that all
students will participate in. In week 1, you will form ‘Challenge Teams’, and be allocated a
’brand’ which you need to research as part of a preparation exercise. The challenge
officially begins in week 2, however. Your seminar leader (who is ‘in role’ as a Board
member for your brand) will be asking you to develop a new product that will extend that
brand into a new area. Guidance will be given by your seminar leader as to what type of
product is acceptable before you begin the challenge itself.
Once you and your team have chosen and agreed a new product for your brand, you will
then be required to develop the marketing of that product using the different aspects of the
marketing mix.
You don’t have much time!! In week 6, you will be required to present your marketing mix
decisions to ‘The Board’ of your brand (i.e. your seminar leader and another member of
lecturing staff or a Final Year marketing student) in the form of a formal Poster Pitch which
must last 15-20 mins, including time for questions. You will not be allowed to use
PowerPoint. Instead, you will have to verbally ‘pitch’ your ideas to the Board (training will be
provided in Week 5 in the module Foundations of Academic Success) using an A1 poster
as your visual aid. You will be provided with card for the poster, but the information
(visuals/text) must be produced entirely by your team. Examples of previous posters can be
found on ‘Brookes Virtual’ for this module.
Think of the poster as a ‘visual executive summary’ whereby the key elements of your
marketing mix decisions are displayed. You can be as creative as you want with your
poster, but you must be able to communicate the different marketing mix aspects to the
audience in such a way that its content can be understood clearly.
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Phase Two: The Team Report (worth 40% of the module marks)
Having considered your ideas via the Poster Pitch, the Board will be providing you and your
Challenge Team with feedback during the session in week 7. To help them gain a better
understanding of the commercial viability of your product the Board will be asking you to
write and submit a team report (2,000 words) detailing your marketing mix decisions AND
wider marketing considerations and activities, such as identifying the target market for your
product, segmentation methods used, planned market research (pre and post product
launch), and evidence of environmental scanning. You will have been introduced to these
latter marketing areas in your lectures and seminars from week 7 onwards. Please note:
Researching these additional areas may cause you to reconsider and change your initial
marketing mix decisions – this is absolutely fine and to be encouraged! The aim of the
report is to provide a sound, justified set of related marketing decisions appropriate to your
MMC product.
The Board will provide you with a report template (which will be available on Brookes Virtual)
so that you can structure your work appropriately and clearly signpost all the key areas that
are needed in the report. The deadline for the report is Friday Week 9 in the seminar
session.
The ‘Mystery Question’
The Board will also ask you and your Challenge team to answer a ‘mystery question’. Unlike
the other areas in the report you will not be able to prepare for this question in advance. You
will receive your mystery question in week 7 and be expected to include your response to
this question within the group report (week 9 deadline). Do not worry - the mystery question
will be related to your studies on this module!!
Important: Your marketing choices and decisions in the team report must be
substantiated by relevant evidence and/or theory. This will therefore involve spending
substantial time on this module outside of lectures and seminars (which will of course mean
you will need to READ SUBSTANTIALLY!). As with all undergraduate academic work, you
will be required to reference your sources correctly. To help you with this, there is a
referencing guide on the Brookes Virtual site for this module - please take the time to follow
the guide thoroughly. You will cover referencing, report writing and how to structure
academic arguments etc in the first few weeks of the module Foundations of Academic
Success.
Timescales for the ‘Marketing Mix Challenge’:
Week 1:
You will form ‘Challenge Teams’ and be given a brand to research in
preparation for week 2.
Week 2:
Your Challenge team will receive details of the product you must develop on
behalf of the brand. The Marketing Mix Challenge is now officially launched.
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Week 3:
By week 3, your team must have decided on the new product you wish to
develop, and you will be sharing your initial ideas with the rest of the seminar
group during this session.
Week 4:
You will be conducting a ‘Team Health Check’ in the module Foundations of
Academic Success to see how your Challenge Team work is getting on. This
module requires high levels of group work and it is important that you all
contribute to both the team and the task.
Week 5:
In the module Foundations of Academic Success you will participate in
presentation and ‘pitch’ training to prepare you for your pitch next week…..
Week 6:
Deadline: You and your Challenge Team will be ‘Pitching’ your new product
ideas and marketing mix decisions to the Board of your brand during your
Friday seminar (i.e. Friday 5th November). All Challenge Team members
must contribute in some way .i.e. not all group members are required to
speak during the pitch, providing they have contributed to the poster.
Week 7:
The ‘Board’ will be giving you feedback on your ‘Pitch’ and marketing mix
decisions in week 7. They will also be releasing your ‘mystery question’
which must be included within the report alongside your marketing mix
decisions and other marketing considerations and activities (as outlined on
page 42 above and in the report template on Brookes Virtual).
Week 9:
Deadline: You and your Challenge Team must submit your final report to
your seminar leader within your Friday seminar (i.e. Friday 26th November).
As already mentioned, you don’t have much time to complete all of the required activities –
this is intentional, and all part of ‘The Marketing Mix Challenge’
Team Diaries
During the MMC, your team must keep a ‘team diary’ which briefly records the details of your
meetings – e.g. dates of meetings; who attended; what was discussed; who was allocated
various responsibilities; details of any work not completed on time etc. This record of
meetings will not only help you manage the team process but will also be referred to by your
seminar leader should the team wish to adjust the marks of any individuals within the team
(see pages 48-49 for more details). Please take the team diary to every meeting and
decide amongst yourselves who has the responsibly to fill it in – you may decide to rotate the
role, the choice is yours!
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Enquiry-based Learning and the Marketing Mix Challenge: Weeks 9-11
During weeks 9 - 11, you will be participating in a group enquiry-based learning (EBL)
activity which will be based on your Marketing Mix Challenge brand and product. EBL is a
powerful learning approach that can really develop high level understanding of a particular
topic or issue.
EBL requires you to do the learning. We will give you guidelines in Week 9 in terms of what
you need to be doing but ultimately the learning process and outcome is yours. You and
your team will need to determine what is relevant to the topic, what you need to find out and
what your key findings are. This is an exciting opportunity for you to stretch yourself and
explore a range of contemporary business and marketing-related issues!
EBL Scenerio:
The Board is pleased with the work that you have been doing so far in relation to the product
you have been developing and the decisions you have been making. They would like you to
continue refining your concept and specifically, the Board wants you and your Challenge
Team to apply detailed consideration to how Social Media might be used to increase
the impact of the product launch and improve sales within the first 12 months.
The EBL scenario will be launched in Week 9 and guidelines on how to approach the
scenario will be provided in the lecture on Tuesday 30th November. You and your Challenge
Team will be required to present your EBL findings on the Friday of Week 10 (Friday 3rd
December). This is a course requirement (please see below for more information) and
you must therefore attend and contribute to the team presentation. No marks will be
awarded for the presentation itself. Instead, your individual understanding of the EBL topic
will be assessed in the individual exam at the end of the module during the examination
period (worth the other 40% of the module).
Course Requirements
In addition to the formal assessments for this module (i.e. the poster pitch, report and
examination), there are also Course Requirements. These are activities and sessions that
are designed to help you with the formal assessment, which you MUST attend and
participate in order to pass the module. For this module, there are two course requirements,
one in Week 10 and one in Week 11:
In Week 10 you must attend and contribute to the EBL presentation on Friday 3rd
December.
In Week 11 you must attend the Examination Preparation session on Tuesday 7th
December.
Registers are taken every week on this module. Failure to meet these course requirements
will be followed up by the module leader.
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Lindsay Williams’ Office Hours are ……
Coursework:
Learning outcomes assessed:
1.2-1.4, 2.1-2.4, 3.2, 3.3, 3.5
Assignment task
The ‘Marketing Mix Challenge’ – Phase One and Phase Two
You and your ‘Marketing Mix Challenge’ team are required to prepare a Poster Pitch and
2,000 word report, detailing the marketing decisions you have made in relation to your
choice of product for your allocated brand.
Your poster needs to display information (text and visuals) relating to all four elements of
the marketing mix. Your report gives you the opportunity to expand on your mix decisions
and add more detail regarding the target market for your product, segmentation methods
used, planned market research (pre and post product launch), and evidence of
environmental scanning . Your report must also include your response to the ‘Mystery
Question’ which will be released to you in Week 7.
Please see pages 41-43 for more detail regarding the Marketing Mix Challenge.
In terms of the report, you need to make sure you include, as a minimum, issues such:
Product:
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What the product actually is. How would you classify it? Is it utilitarian or hedonic?
What are the primary and auxiliary characteristics? Core, product and augmented
benefits?
How do you think the PLC will apply to your product? How might you revise the PLC
at various points in time?
What about product positioning? How will the packaging for example relate to this?
What role might branding play in the marketing of your new product?
Promotion:
 What promotional mix will use? How will you integrate it?
 What level and type of campaign will you employ? What media will you use?
 What might the marketing communications look like? How will you grab your
audience’s attention? What key messages do you need to get across?
Price:
 What is the price elasticity of demand for your product? What pricing and market
orientation would you use?
 What price would you actually charge? What pricing strategy would you use?
Place:
 How will physical distribution work for your product? What about the logistics?
 How does retailing relate to your product?
 What is your distribution strategy? How might you manage your distribution
channels?
Target Market and Segmentation Methods:
 Who is your product aimed at?
 What evidence is there to suggest that these consumers will buy your product?
 How have you segmented the market, and why have you used this approach?
Market Research:
 What type of market research will you need to conduct pre-product launch to ensure
that your product meets the needs of consumers and will be successful?
 What type of market research will you continue to do conduct (i.e. post-product
launch?)
Environmental Scanning:
 What are the key environmental factors (macro and/or micro) impacting your product
and marketing mix decisions?
 Why are these environmental factors most important?
The Mystery Question:
 What are your responses to the mystery question!! (released to you in Week 7)
As already mentioned, the above list is to give you an idea of what to include in your report –
this is not an exhaustive set of thought provokers!
For more details of the Marketing Mix Challenge, please turn to page 41-43 of this module
guide and refer to the Report Template that will be made available on Brookes Virtual.
Top tip:
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The key point to this assessment, and in particular the report is substantiation of your
decisions. Why, for example, are you using those particular elements of the promotional
mix? Why would you classify your product as a convenience product? Why are you
choosing that particular pricing strategy? Why is that particular distribution strategy better
than another? And so on.
Substantiation is how you can bring theory in to your work. For example, whilst you might
think it’s a ‘good idea’ to use PR as part of the promotional mix, does the theory actually
support this in relation to your particular product? By reading around the subject of the
marketing mix you will be able to see what would work best, in the context of your particular
product and brand. What might work for one product won’t necessarily work for another.
Therefore think through your decisions carefully and understand the theory. Don’t just use
theory and sources to provide definitions in your work; use them to substantiate what you
are trying to say. How to approach academic work at University level will be covered in
more detail during the first few weeks of the Foundations of Academic Success module.
NB: As you can see in the assessment grid on pages 51-52, the best poster pitches and
reports will also show linkages between different aspects of the marketing mix and
consistency across marketing decisions. . . . . stretch yourself – gain those extra marks!
How do you structure the report?
A report template will be available on Brookes Virtual for your Challenge team to use.
Please also note that:

The word count for the report is 2,000 words (+/-10%) and anything in excess will not be
marked. The word count should include everything except your reference page and
executive summary, and be clearly stated on the front of your work.

You must include a reference page to obtain a pass grade. University regulations
require all students to include this. Refer to the referencing guide on Brookes Virtual or
the version that is in your Brookes Diary which you received in Induction Week.
Referencing will be covered during the first few week of the Foundations of Academic
Success module. You can always ask your seminar leader if you need any advice.

You must attach a signed Group Declaration Sheet to your report (see page 49 and
Brookes Virtual). This is a group report and all group members will receive the same
mark unless as a team you decide that the grades need to be adjusted (see page 48 for
information regarding the Grade Adjustment Facility).

You must also attach a signed Statement of Originality form to your report (see page 54
and Brookes Virtual).

Your report must be handed to your seminar leader at the start of the Friday workshop
session in Week 9 (Friday 26th November). See page 55 for the penalty for late work.

Marks will be awarded according to the marking criteria (see pages 51-52)

Reports should be collated using one staple at the top left hand side of your work –
attach the assignment, Group Statement of Originality, and Group Declaration Sheet
together (these sheets can also found on Brookes Virtual).
Assessment criteria
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Please see the assessment grid on pages 51-52 of this module guide.
Group work
The Marketing Mix Challenge is a group activity and therefore requires commitment to both
the team and tasks at hand. Whilst we expect you to take a mature, honest and solutionsorientated approach to team work, we do recognise that some problems can occur.
On this module, we have included a ‘Grade Adjustment Facility’ which essentially means
that the coursework assessment will be jointly assessed by your seminar leader and by your
Challenge Team. Your seminar leader will mark your poster pitch and written report and you
will have the opportunity to influence the mark of individuals who you believe to have
contributed significantly more than or significantly less than the rest of the group.
You are required to keep a record of your contribution to the final report and at a group
meeting before you submit your work evaluate the performance of the group and decide
whether it is appropriate to adjust any individual marks. When submitting as a group you
must communicate your decision to your seminar leader via the ‘Group Declaration Sheet’
(see page 49 and Brookes Virtual). Each individual’s mark may be increased by up to 10
marks or decreased by 10 marks but the increase/decrease across the group total must
equal zero i.e. if one persons mark is increased by 10 one or more of the other members of
the team must lose marks to the equivalent sum.
A bit confused? Here is an example:
Tash, Jen, Ash and Mo meet and decide that as Jen did not attend the team working
sessions regularly and consistently failed to produce promised work on time that she would
lose 8 marks. The team also agreed that as Ash showed extreme commitment to the task,
helped solve a number of problems and did quite a lot of the work that Jen did not complete
he should get 6 of those marks and Tash and Mo would get one each.
The seminar leader enters the following marks on the records:
Provisional group mark
57
Tash
58
Jen
49
Ash
63
Mo
58
Team Poster Pitch and Report: Group Declaration Sheet
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Team Brand and Product Name:
Student Name
Student Number
Signature of all contributing
group members
Group evaluation of Assignment Process
Did all group members contribute to the pitch and the report?
Yes 
No 
Yes 
No 
Have you, as a group, decided that one or more student
contributed significantly more or less to the group?
If yes, please indicate below how you as a group would like to adjust individual grades
according to the guidelines set out on page 48 of the module guide.
Student Name
Student Number
Mark to be
adjusted by
e.g. Neil Brooks
10034444
Up
4%
e.g. Lindsay Williams
10152222
Down
4%
Signature to confirm
agreement
Up
Down
Up
Down
Up
Down
Up
Down
Hand-in date and instructions
Submission Date for Group Poster Pitch: Friday Week 6 (Friday 5th November) in the
workshop session
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Submission Date for Group Report: Friday Week 9 (Friday 26th November) during the
workshop session
Feedback
Feedback on your work will be provided in a range of ways at various times throughout this
module, and different feedback will serve slightly different purposes. Feedback is designed
to support your learning and help you to improve subsequent work, so you need to get the
most out of the feedback provided.
Please note that feedback is provided throughout the module NOT JUST ON FORMAL
ASSESSED TASKS. It will be provided in class, on the formal assessment tasks and, in
some circumstances, during staff office hours.
Formal feedback on your assessed work will occur at the following times:

You will receive some verbal feedback on your poster pitch in week 6 and more detailed
written feedback in week 7 (to feedforward to your team report)

You will receive formal written feedback on your team report in Week 11

You will receive verbal feedback on your examination performance in Week 2 of
Semester Two during the Foundations of Academic Success Module
If you would like further information about feedback, or how to use it, please talk to your tutor
on this module or your Academic Adviser.
Examination
Learning outcomes assessed
1.1-1.5, 2.2, 2.4, 3.3
Format
A closed book two hour examination comprising one compulsory question (40% of the
examination marks) relating to the EBL learning activities (based on your MMC product) and
a series of short answer questions (60% of the examination marks).
Additional information
You will be given detailed advice and guidance on the exam topic areas from week 9 of the
module, specifically in Week 11 which is a course requirement (see pages 44-45). Exam
preparation will also be covered in Foundations of Academic Success in Week 11. There
are no lectures or workshops for this module and Foundations of Academic Success in
Week 12 to give you time to revise and prepare.
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U55003 ASSESSMENT GRID: Group Poster Pitch and Report (60%)
Semester 1 2010-2011
Student Names and Numbers:
Seminar Leader:
Brand and product name:
Learning Objectives
_______________________________________________________________
_______________________________________________________________
70%+
60-69%
50-59%
40-49%
<40%
Excellent applied grasp of
core principles underlying the
brief, evidenced through a
very wide range of relevant
up-to-date references. The
importance of understanding
the consumer is clearly and
extremely well communicated
via the pitch and the report.
Marketing decisions very well
substantiated.
Very good applied grasp of
core principles underlying the
brief, evidenced through a
wide range of relevant up-todate references. The
importance of understanding
the consumer is well
communicated via the pitch
and the report. Main
marketing decisions
substantiated.
Competent applied grasp of
core principles underlying the
brief, evidenced through a
range of relevant up-to-date
references. The importance of
understanding the consumer
is communicated via the pitch
and the report. Most
marketing decisions
substantiated.
Reasonable grasp of core
principles underlying the brief,
evidenced through the basic
use of some relevant up-todate references. The
importance of understanding
the consumer is implied within
the pitch and the report.
Some marketing decisions
substantiated.
Inadequate grasp of core
principles underlying the brief
and/or failure to apply them
adequately; very limited range
of references and/or
references of questionable
currency and/or relevance.
The importance of
understanding the consumer
is not adequately addressed in
the pitch or the report. Little
or no substantiation of
marketing decisions.
Key environmental issues
influencing the development of
the Challenge product are
clearly identified and
substantiated within the report.
Marketing decisions
demonstrate an excellent
understanding of the impact
and nature of the external
marketing environment.
Key environmental issues
influencing the development of
the Challenge product are
identified and substantiated
within the report. Marketing
decisions demonstrate a very
good understanding of the
impact and nature of the
external marketing
environment.
Key environmental issues
influencing the development of
the Challenge product are
identified within the report.
Marketing decisions
demonstrate a good
understanding of the impact
and nature of the external
marketing environment.
Key environmental issues
influencing the development of
the Challenge product are
identified within the report.
Marketing decisions
demonstrate a reasonable
understanding of the impact
and nature of the external
marketing environment.
Key environmental issues
influencing the development of
the Challenge product have
not been adequately identified.
Marketing decisions do not
demonstrate a sufficient
understanding of the impact
and nature of the external
environment.
Marketing mix decisions
demonstrate an excellent
understanding of a range of
marketing concepts and their
interrelationships.
Marketing mix decisions
demonstrate a very good
understanding of a range of
marketing concepts and their
interrelationships.
Marketing mix decisions
demonstrate a good
understanding of a range of
marketing concepts and their
interrelationships.
Marketing mix decisions
demonstrate an adequate
understanding of a range of
marketing concepts and their
interrelationships..
Marketing mix decisions do
not demonstrate an adequate
understanding of a range of
marketing concepts and their
interrelationships.
Knowledge and Understanding (70% Weighting)
1. 2 Understand the customer centric
underpinnings of the marketing
philosophy and the historical evolution of
the marketing concept
1.3 Appraise the factors arising within
the marketing environment, appreciate
the linkages between different parts of
the marketing and business
environment, and appreciate the effects
of a rapidly changing regional, national
and/or global environment on a diverse
range of organisations
1.4 Understand key marketing concepts
and the interrelationships between them
Mark out of 70
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Disciplinary & Professional and Transferable skills (30% Weighting)
Disciplinary & Professional:
2.1 Select and apply appropriate
research methods and analysis tools to
decision-making and the design of
creative solutions to a range of
marketing problems and scenarios
2.2 Devise and substantiate arguments
contributing to marketing decisionmaking, informed by critical enquiry and
practical insights, and using appropriate
means of dissemination to communicate
them
2.3 Understand the nature, role and
importance of relationships with
suppliers, service providers, agencies,
customers, clients and other
stakeholders
2.4 Recognise the importance and
influence of professional values,
incorporating approaches to corporate
citizenship. These values should pay
due respect to legal, professional and
ethical codes of practice, and with due
regard for the well-being of society
Transferable skills:
3.2 Learning skills
3.3 Communication
3.5 Problem solving
Mark out of 30
TOTAL (Mark out of 100)
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Marketing decisions
demonstrate an excellent
ability to synthesise
material from various
sources to develop a
cogent and coherent
original argument.
Structure is appropriate
and flows logically.
The report is professionally
presented and fully
integrated with few/no
spelling/ grammatical
errors; appropriate use of
illustrations, figures, tables
and appendices; uses
Harvard referencing
accurately and references
list complete.
The Poster Pitch clearly
and creatively
demonstrates the learning
achieved through Phase
One of the Challenge.
Overall a thorough and
fully pertinent response to
the brief.
Marketing decisions
demonstrate a very good
ability to synthesise
material from various
sources to develop a
cogent and coherent
original argument.
Structure is appropriate
and flows logically.
The report is very well
presented and integrated,
with few
spelling/grammatical
errors; appropriate use of
illustrations, figures, tables
and appendices; uses
Harvard referencing and
references list complete.
The Poster Pitch creatively
demonstrates the learning
achieved through Phase
One of the Challenge.
Overall a thorough and
pertinent response to the
brief.
Marketing decisions are
well presented and
integrated within the report
with few
spelling/grammatical
errors; largely appropriate
use of illustrations, figures,
tables and appendices;
uses Harvard referencing
and references list
complete.
The report demonstrates
some ability to synthesise
material from various
sources to develop a
convincing, if at times
fragmented argument.
Structure is largely
appropriate and logical.
The Poster Pitch
demonstrates the learning
achieved through Phase
One of the Challenge.
Some creativity shown.
Overall a satisfactory
response to the brief.
Nicely presented
integrated report but would
benefit from proof-reading;
some use of illustrations,
figures, tables and
appendices but not always
appropriate; uses Harvard
referencing and references
list complete.
Poorly presented and
poorly integrated report
needing a great deal of
editing and proof-reading;
little/no use of appropriate
illustrations, figures, tables
and appendices; does not
use (or misapplies)
Harvard referencing; gaps
in references list.
Demonstrates basic ability
to synthesise material from
various sources;
fragmented with few
coherent threads of
argument; little originality.
Structure and flow need
reviewing.
Demonstrates little/no
ability to synthesise
material from various
sources; very fragmented
with no coherent threads of
argument; no originality.
Structure and flow need
major review.
The Poster Pitch
demonstrates some of the
learning achieved through
Phase One of the
Challenge. Minimal
creativity shown.
The Poster Pitch
demonstrates little or no
learning achieved through
Phase One of the
Challenge. Little or no
creativity shown.
Overall an acceptable
response to the brief.
Overall fails to respond
adequately or relevantly to
the brief.
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MARKER’S COMMENTS
Grade and Mark Awarded:
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What have you done well? What could have been improved?
Signed:
Date
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Assessed Coursework Coversheet for Group Coursework
YOU MUST COMPLETE THIS COVERSHEET AND ATTACH IT TO THE FRONT OF YOUR
ASSIGNMENT.
Student Nos.
Module No.
Student
Names
U55003
Module Title
Marketing in Context
Seminar tutor’s name
Extract from the Student Conduct Regulations:
2.2.1 Students shall comply at all times with the provisions of the Regulations for Candidates taking
Assessments. In particular they shall not commit impersonation, collusion, plagiarism, falsification,
duplication, submit the work of others as their own, or otherwise cheat in any assessment.
Explanation of terms used in the Student Conduct Regulations:
Impersonation means taking an assessment on behalf of another student, or allowing another person to
take an assessment on your behalf.
Collusion means producing assessed work by working with another person who you have not been
authorised to work with by the Module Leader. This includes, but is not limited to, allowing another student
to copy your work.
Falsification means presenting invented data, for example claiming that you have conducted interviews or
sent out questionnaires when you have not, or altering or making up your results.
Plagiarism means submitting the work of someone else as if it were your own. When you include
someone else’s ideas in your assignment, you must provide a reference in the text. If you copy someone
else’s words (a quotation), you must show clearly in the text how much was copied by using speech marks.
It is not enough just to list your references at the end of your assignment. Guidance on the correct use of
references can be found on www.brookes.ac.uk/services/library, and also in a handout in the Library.
Duplication means submitting work for assessment which has been assessed before, either in this
University or elsewhere, without acknowledging the extent of the previous submission.
If you do not understand what any of these terms mean, you should ask your Module Leader to clarify them
for you. The full regulations may be read in the Library, or accessed on-line at
http://www.brookes.ac.uk/regulations/sturegs.html
STATEMENT OF ORIGINALITY
Except for those parts in which it is explicitly stated to the contrary, this work is our own work. It has
not been submitted for assessment for credit previously at this or any other academic or professional
institution.
Student signature ………………………………………………………Date…………………..
Student signature ………………………………………………………Date…………………..
Student signature ………………………………………………………Date…………………..
Student signature ………………………………………………………Date…………………..
CHECKLIST: Please check the following statements are true and initial each box.
We have included a full reference list using the Harvard style of referencing
We have provided Harvard style references for all the ideas, empirical evidence and other materials we have used in the main body
of this piece of work
We have used quotation marks and referenced all passages (including page numbers) taken word for word from my source material
We can make available evidence of the originality of our work, including notes, photocopies, drafts, primary data and computer files
We completed this work without any unauthorised help
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Regulations
Late submission of work / non-attendance at exams
Students who submit work late, or do not attend an examination, will receive a mark
of ZERO for that element of assessment.
If mitigating circumstances (for example, medical or personal circumstances) affect your
ability to meet an assessment deadline or attend an examination then it is ESSENTIAL that
you notify your module leader as soon as possible and in any case BEFORE an assessment
deadline or the start of an examination. You will be required to provide satisfactory
documentary evidence to support your claim. The only exception to this is for very short
extensions (up to one week) to an assessment deadline, where you may be allowed to selfcertify your difficulties if there is a valid reason why you cannot provide evidence.
If you submit a claim of mitigating circumstances later than an assessment deadline or the
start of an examination, then you will not only need to demonstrate that you were affected by
these circumstances but you will also need to provide evidence that you were unable to
submit your claim by the deadline.
For further details of the University’s regulations for the consideration of mitigating
circumstances please see:
http://www.brookes.ac.uk/services/asd/registry/mitcircs.html
Late submission regulations apply to both hard copy (paper) and electronic submissions,
including electronic submissions to Turnitin where relevant.
Word count for coursework submissions
The word count for the report is 2,000 words (+/-10%) and anything in excess will not be
marked. The word count should include everything except your reference page and
executive summary, and be clearly stated on the front of your work.
The 30% rule
The overall pass mark for the module is 40%, but it is also a requirement that you must
achieve at least 30% of the marks available for each component - i.e. both the coursework
(Poster Pitch and Report combined) and the exam.
Authenticating your coursework
You must be able to demonstrate that the course work you submit for assessment is your
own. You must therefore keep all working documents (electronic and paper) that you used or
created while preparing the assignment, such as photocopies of sources and internet pages,
your own notes on your reading and preparation and where primary research has been
conducted, completed questionnaires or interview schedules, details of the process of
analysis, field notes and so on. Most importantly, you should keep the early developing
drafts of your coursework as evidence of the originality of your work by saving each revision
to a file with a different name. This material should be kept until after the module results
have been published on PIP. Please note that you may be required to submit an electronic
version of your work.
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Cheating
All assessments are intended to determine the skills, abilities, understanding and knowledge
of each of the individual students undertaking the assessment. Cheating is defined as
obtaining OR ATTEMPTING TO OBTAIN an unfair academic advantage, attempting to cheat
or assisting someone else to cheat may be subject to disciplinary action in accordance with
the University's Disciplinary Procedure. The University takes this issue very seriously and
students have been expelled or had their degrees withheld for cheating in assessments. If
you are having difficulty with your work it is important to seek help from your tutor rather than
be tempted to use unfair means to gain marks. Do not risk losing your degree and all the
work you have done.
The University's regulations define a number of different forms of cheating, although any
form of cheating is strictly forbidden. These are:

Submitting other people's work as your own - either with or without their knowledge.
This includes copying in examinations; using notes or unauthorised materials in
examinations;
impersonation - taking an assessment on behalf of or pretending to be another student,
or allowing another person to take an assessment on your behalf or pretend to be you;

Plagiarism - taking or using another person's thoughts, writings or inventions as your
own. To avoid plagiarism you must make sure that quotations from whatever source
must be clearly identified and attributed at the point where they occur in the text of your
work by using one of the standard conventions for referencing. The Library has a leaflet
about how to reference your work correctly and your tutor can also help you. It is not
enough just to list sources in a bibliography at the end of your essay or dissertation if
you do not acknowledge the actual quotations in the text. Neither is it acceptable to
change some of the words or the order of sentences if, by failing to acknowledge the
source properly, you give the impression that it is your own work;

Collusion - except where written instructions specify that work for assessment may be
produced jointly and submitted as the work of more than one student, you must not
collude with others to produce a piece of work jointly, copy or share another student's
work or lend your work to another student in the reasonable knowledge that some or all
of it will be copied;

Duplication - submitting work for assessment that is the same as, or broadly similar to,
work submitted earlier for academic credit, without acknowledgement of the previous
submission;

Falsification - the invention of data, its alteration, its copying from any other source, or
otherwise obtaining it by unfair means, or inventing quotations and/or references.
Matthew Andrews, Academic Registrar
September 2008
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A note on equal opportunities and diversity
Oxford Brookes University is committed to the elimination of any form of unfair
discrimination, to the establishment of equal opportunity and to the development of policies
and practices to ensure these objectives are met.
The Business School aims, within its courses, to provide and promote equality of opportunity
for learning to students from diverse backgrounds, irrespective of their gender, race,
disability, sexual orientation, age, religion and maturity.
Modules are designed to provide an inclusive learning and teaching environment for all
students. If you feel this module is not fulfilling this aim, please take it up with the module
leader, or ask your student representative to do so. You are invited to comment on this
aspect of the module in the evaluation.
STUDENT EVALUATION OF THE MODULE
Students will be required to complete a mid-module and end of module evaluation (in weeks
6 and 11). These will be handed out by your seminar leader. As you would expect any good
marketer to operate, we take feedback very seriously and therefore urge you to think about
how the module is going at all points in the semester. You may therefore want to make a
note of any comments (good or bad!) as you go along so that you remember to mention
them in the evaluation.
Please try to be as honest and constructive as possible – this is a form of market research
on our current customers, and we want valuable feedback so that we can improve our
product offering for the future!
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