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Module Code BUSM 137 Credit Value 15
Module Title Introduction to Marketing Management Level 7
Pre-requisite modules Semester 1
Co-requisite modules Scheme PG
Module Organiser
Dr Zahra Sharifonnasabi
Email: z.sharifonnasabi@qmul.ac.uk
Room no. Bancroft Building, Level 3, FB3.05A
Office hours (term-time only) By appointment
Administrative Support sbm-postgraduate@qmul.ac.uk
Module Outline 2022/23
BUSM137 Module Title Outline 2021/22
Module Description
A warm welcome to Introduction to Marketing Management. Marketing is one of the most
fundamental, most complex, and possibly also most misunderstood functions of the firm. To put it in
the words of the famous Peter Drucker: “Because the purpose of business is to create a customer,
the business enterprise has two–and only two–basic functions: marketing and innovation.” The aim
of this course is to provide you with a sound understanding of the principles of marketing. In a
nutshell, understanding marketing comes down to understanding your customers. Thus, even if you
have no interest in pursuing a career in marketing per se, the knowledge and skills acquired in this
course will be essential to your success in business.
The course assumes no previous knowledge of marketing and will give you an overview of the
basic marketing planning process, including segmentation, branding, pricing, distribution, and
promotion. These concepts are brought to life through interactive lectures, and case discussions.
Furthermore, you will work on a segmentation project for a real product throughout the course.
Module Availability
This module is a compulsory module for the MSc students. It will complement the program and will
provide students with an understanding of marketing strategies and practices.
Organisation of module
The course consists of eleven 3-hour lectures. The lectures are held each week. Your timetable will
show which lecture you should attend.
Module Aims
In the lectures, the basic concepts and theories of the textbook will be introduced, in addition to the
materials that go beyond the textbook and are relevant for the individual and the group project.
Students are in control of their learning in this module. Development of subject specific and
cognitive skills are introduced in lectures and further developed through suggested reading and
consolidated by the use of case study material and other examples. In this module, theory and
practice go together. The intent of this course is to introduce, discuss, and analyse critical topics
associated with marketing.
BUSM137 Module Title Outline 2021/22
Programme Level Learning Outcomes
Learning Outcome 1 (LO 1)- planning and conducting research through independent study
LO 1.1 Demonstrates a structured plan for the research
Learning Outcome 2 (LO 2)- critically use and appraise a variety of sources of information
LO 2.1 Selects credible sources of data
LO 2.2 Supports argument with relevant data
LO 2.3 Acknowledges the social context of business practice
LO 2.4 Recommends solutions that could be applied in practice
Learning Outcome 3 (LO 3)- demonstrating effective written communication skills
LO 3.1 Expresses arguments coherently through writing
LO 3.2 Uses appropriate language, grammar and spelling suitable for scholarly writing
LO 3.3 Displays good structure, formatting, style and presentation of writing
LO 3.4
Cites sources of information and data using consistent and a recognised referencing
style
Module Level Learning outcomes
Academic Content:
A1 Understand the basic concepts and theories in marketing
A2 Critique how different aspects of marketing integrate to deliver a coherent plan
Disciplinary Skills – able to:
B1
Assess marketing concepts in different business contexts and recommend plans for
improvement
B2
Apply the concept of market segmentation on an existing market based on the analysis of the
interview data.
Attributes:
C1 Develop the skill of data collection via interviewing technique
C2 Develop the skill of data analysis via textual analysis of interview data
C3 Write clearly and report information in a professional and effective manner
BUSM137 Module Title Outline 2021/22
Assessment Profile
Sequence Assessment Title Weighting
(%)
Programme Learning Outcome(s)
Assessed
001 Group project, 3,000 words 40% LO 1.1, LO 3.1, LO 3.2, LO 3.3, LO
3.4
002 Individual report, 2,000 words 60% LO 2.1, LO 2.2, LO 2.3, LO 2.4, LO
3.1, LO 3.2, LO 3.3
Group project
Students will be assigned to groups of 5-6 and conduct a market segmentation
project on their chosen market. Students will be given the chance to choose a
market (e.g., sport shoes, phones, laptops, video games, museums, soft drinks…)
that they like and will follow steps of the project, which will be discussed in detail
during weeks 2-4. Students will, therefore, have enough time to work with their team
and deliver the project. The project is designed in a way that greatly relies on desk
research and using primary data (i.e., interview). One session of 10-min feedback
will be offered for each team the week before the reading week. The feedback
session will provide students a chance to clarify their questions. The report should
include:
1. section A- Desk research results
? Provide a brief explanation on your selected market.
? Using PESTEL framework provide a comprehensive analysis of internal and
external situations of the market.
? Provide a list of the competing brands in your selected market. Try to be as
detailed as possible (e.g., market share estimation, pricing strategies, etc.)
? Note: for this section, you can use company websites, reliable Internet
sources, published academic papers, and other reliable sources such as
Office of National Statistics (ONS) or those that I listed in the lecture slide
(you might only get a free trial version. No need to pay for the data, only use
those that are available). Make sure to properly reference the information
you use (e.g., report date, writer, website link)
2. Section B- Field research: interviews with actual or potential consumers (10-
15 interviews, each 10 min or more). In this section include the following items:
? Briefly explain what you have done
BUSM137 Module Title Outline 2021/22
ü How did you find your informants? How many interviews you have
conducted? How did you make sure you count for variety in the
market?
ü Provide a summary table that includes length and location of each
interview, whether it was an actual vs. potential customer, and a
basic demographic profile of the interviewee.
? Include your interview protocol–i.e., the list of questions (this will not
count towards the word limit)
? OPTIONAL: Include your hierarchical value map including at least 5-10
independent benefits
? Note: Interview files should be uploaded along with the final report. Full
transcription is not required; however, you should use relevant quotes
in the essay when appropriate to justify your
decisions/choices/arguments.
3. Section C- Segmentation results
? Briefly explain the segments you have identified in the market (justify
similarities and differences and assign names accordingly).
ü Provide your segmentation table (see examples in week 2&3
lecture slides). This table should include all segments, the name
that you have assigned for each segment, demographic and
lifestyle values for each segment, and an indication of different
brands/types of products used by each segment.
ü Provide a small paragraph for each segment, explaining in your
words a typical persona for each segment (include lifestyle and
demographic information here). Use relevant quotations from your
interview as evidence for your argument (i.e., use exactly what
they said not your own interpretation).
FAQ:
1. Can it be a service market? Yes
2. Can it be a B2B market? Yes, both B2C and B2B market is acceptable.
Make sure to use the right terminology for each
BUSM137 Module Title Outline 2021/22
3. Can it be outside UK market? No, the product market must be the UK–i.e.,
your customers are in the UK. You are, however, allowed to choose a growing
market that is currently outside the UK but is entering the UK market. Again,
your target customers are in the UK!
Individual report
Students are asked to choose a particular brand within the market that they
segmented in their group project and evaluate their chosen brand on three elements:
targeting strategy, pricing strategy, and branding strategy. For each of these
elements, students are required to discuss the current strategy taken by the
company and provide suggestions for future improvements. Targeting, pricing, and
branding strategies will be discussed in the class over the semester. Students will be
provided with appropriate frameworks to these strategies. Multiple case studies
discussed on each topic will also help students to evaluate strategies and provide
actionable recommendations. The report should include:
1. section A- Brief overview of the brand (Desk research using SWOT or 5Cs)
2. section B- Targeting strategy (current strategy, your recommendations)
Students are expected to refer to the segmentation table that they create
in their group projects (add it as a picture) and discuss which one(s) of
those segments that you have identified the brand is targeting and how (e.g.,
multisegment approach, niche targeting,…). After an explanation of the current
strategies, they can outline their evaluations and recommendations for future
improvements.
3. section C- Pricing strategy (current strategy, your recommendations)
Students are not asked to calculate any prices but rather to give an overall
overview of the type of pricing strategy(s) that their choice of company is
using (e.g., penetration pricing, price skimming, premium pricing, bundle
pricing, freemium pricing, etc). After an elaboration on company’s pricing
strategy(s), they are expected to outline their own evaluation and
recommendations.
4. section D- Branding strategy (current strategy, your recommendations)
In class we will discuss three branding strategies (mind-share, emotional, and
cultural). In this section, students are expected to explain which one(s) of
BUSM137 Module Title Outline 2021/22
these strategies the brand is using and why. After an elaboration on
company’s branding strategy, they can outline their own evaluations and
recommendations for future improvements.
General notes on written submissions:
A. Word count
? You are allowed to exceed by 10% for each assessment.
? Tables, diagrams, and figures that you copy from other sources will not
count in word limit and can go to the appendix section; however, if you use
multiple sources and make your own summary (e.g., a summary
table/diagram), then it will count towards the word limit and you should add
them in the main text.
? References are not included in the word count.
B. Formatting requirements
? The cover page must contain your name and the selected product/market.
? The report should be in pdf format and include page numbers on all pages
except the cover page.
? The report should be in 12-point font
C. Grading Criteria. Here are some pointers as to what I am looking for in your
essays:
? Evidence of reading the assigned literature and thinking about what kinds of
theories or concepts might be useful in answering the questions.
? In other words: Evidence of understanding and ability to apply course
concepts
? Logic and justification of choices
? And PLEASE reference throughout the text, even if you are just using the
assigned material.
D. Referencing
Referencing is a matter of good academic practice, and if you don’t do it
correctly, you are effectively plagiarizing. I expect references in the text and a
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reference list. Failure to reference or to reference correctly will result in a severe
loss of marks.
For example, if you say “brand knowledge is the combination of brand
awareness and image”, you MUST refer to Keller (2009) – since it was not YOUR
idea that brand knowledge consists of awareness and image, but HIS. You
should place the reference always in the text, not as a footnote, for example like
this:
Interactive marketing communications enabled by recent technological
developments can positively influence every stage of the brand resonance
pyramid (Keller 2009).
or
Keller (2009) demonstrates that interactive marketing communications
enabled by recent technological developments can positively influence
every stage of the brand resonance pyramid.
If you take a direct quote from the article, you have to put it in quotation marks
and add the page number to your reference. For example:
According to Keller (2009, p. 139), recent technological advances in social
computing have affected the way customers access and interact with
marketing information, but “there is little consensus on how brands and
branding can or should be developed in the modern interactive
marketplace.”
Finally, you have to provide the full reference in your reference list at the end:
Keller, Kevin Lane (2009), “Building Strong Brands in a Modern Marketing
Communications Environment,” Journal of Marketing Communications, 15
(2-3), pp. 139-155.
Assessment Instructions
Submission dates are provided separately on QMplus and/or in class. The module organiser
will confirm when further assessment information has been made available.
Assessment for re-sit students
BUSM137 Module Title Outline 2021/22
If you fail the module overall, you will have the option to re-sit the failed assessment
components at the next available opportunity. Students who are required to re-sit will be
informed of re-sit examination dates and/or resubmission dates for assignments following the
Exam Board meeting.
Lecture Programme
Please note that there are sometimes unforeseen circumstances that may necessitate some
changes to this schedule (e.g. order of topics). Please prepare for each lecture by reading the
relevant reading. Tentative Course Schedule and Readings:
Lecture Topic Readings
Week 1 Introduction to
Marketing
? Chapters 1; 2
? Article: McCracken, G. (1986). Culture and consumption: A
theoretical account of the structure and movement of the
cultural meaning of consumer goods. Journal of consumer
research, 13(1), 71-84.
? Article: Belk, R. W. (1988). Possessions and the extended self.
Journal of consumer research, 15(2), 139-168.
Week 2 Consumer Behaviour
? Chapter 5; 6
? * Nielsen (2014), “Is Sharing the New Buying?” (Internet source)
? * Article: Verplanken, Bas, and Wendy Wood (2006),
“Interventions to Break and Create Consumer Habits,” Journal
of Public Policy and Marketing, 25 (1), 90-103.
Week 3 Market segmentation
& Targeting-1
? Chapter 4; 9
? * Gretchen Gavett, “What You Need to Know About
Segmentation” (Internet source)
? 2 market segmentation examples (pdf files on QMPlus)
? Case Study: The New Beetle (no prior reading is required)
Week 4
Market research
(segmentation focus)
BUSM137 Module Title Outline 2021/22
Lecture Topic Readings
Week 5 Branding and
positioning
? Chapters 10;11
? * Article: Holt, Douglas B. (2003), “What Becomes an Icon
Most?” Harvard Business Review, March, pp. 43-49.
? Case Study: “EasyJet: Working a Marketing Miracle,” In
Marketing Excellence 3: Award-winning Companies Reveal the
Secrets of their Success, (2014).
? Article: Keller, Kevin Lane (1993), “Conceptualizing, Measuring,
and Managing Customer-Based Brand Equity,” Journal of
Marketing, 57 (January), pp. 1-22.
Week 6 Pricing
? Chapter 16
? * Article: Anderson James, Marc Wouters and Wouter van
Rossum (2010), “Why the Highest Price Isn’t the Best Price”,
MIT Sloan Management Review, Winter, pp.69-76.
? * Article: Kumar, V. (2014), “Making “Freemium” Work”, Harvard
Business review, 92(5), 27-29.
? Article: ?zer, ?., & Zheng, Y. (2011). “Behavioral Issues in
Pricing Management”
? Article: Paul T.M. Ingenbleek Ivo A. van der Lans,
(2013),”Relating Price Strategies and Price-setting Practices “,
European Journal of Marketing, 47(1), 27 – 48.
Week 7 Reading week, No classes!
Week 8 Q&A on student projects
Week 9
Product Management,
New Product
Development, Portfolio
Strategies
? Chapter 13; 15
? * Article: Ogawa, S., & Piller, F. T. (2006), “Reducing the Risks
of New Product Development,” MIT Sloan Management Review,
47(2), 65.
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Lecture Topic Readings
? * Article: Rust, R. T., Thompson, D. V., & Hamilton, R. W.
(2006), “Defeating Feature Fatigue,” Harvard Business Review,
84(2), 98.
Week 10
Social Media & digital
Marketing-1
(possible guest
speaking session)
? Chapter 20
? * Article:Aral, Sinan (2013), “What Would Ashton do – And Does
It Matter?” Harvard Business Review, May, 25-27.
? * Article: Gensler, Sonja, Franziska Voelckner, Yuping LiuThompkins, and Caroline Wiertz (2013), “Managing Brands in
the Social Media Environment,” Journal of Interactive Marketing,
27, pp. 242-256.
? * Article: Wilson, H. James, PJ Guinan, Salvatire Parise and
Bruce Weinberg (2011), “What is Your Social Media Strategy,”
Harvard Business Review, July-August, 3-5.
? * Article: Muniz, A. M. and T. C. O’Guinn (2001). “Brand
community”, Journal of Consumer Research 27(4): 412-432.
? Article: Kaplan, A. M., and Haenlein, M. (2010) “Users of the
work unite! The challenges and opportunities of social media”.
Business Horizon, 53, 59-68.
Week 11
Social Media & digital
Marketing-2
Week 12
Final words, assignment Q&As, no teaching
* All assigned chapters are from the core textbook.
** Articles are listed in order of importance, those marked with ‘*’ are required to read, the
rest are complementary.
*** Students are advised to consult with QMplus and the timetable before each session for
potential changes and to check the applicable mode of teaching (face-to-face or
online). Online sessions will be delivered via Zoom and students will be provided
with the link to join the sessions.
*Note for online study only eligible students: Provisions to attend online classes only
will be made for those with exceptional circumstances or cannot travel to the UK as
a result of International travel restrictions which have been approved by the Student
Engagement team. The timetabling system uses ‘Scientia weeks’. The table below
BUSM137 Module Title Outline 2021/22
shows the Scientia weeks mapped against the term weeks and the start date of
each week. Please use this table to help you understand your timetable.
Learning Resources
QMplus
The lecture notes, slides, important announcements, and other information will be
available on the QMplus. Students are also strongly encouraged to use QMplus to
communicate with each other (e.g., through discussion forums).
Textbook
Basically, you can use any introductory marketing textbook, but because of its
comprehensiveness, I would recommend:
Core textbook:
? Kotler, Philip & Kevin, Keller (2015), Marketing Management, Global
Edition, 15/E
Supplementary textbooks:
? Fahy, John & David Jobber (2015, 5th edition), Foundations of Marketing,
McGraw-Hill Education
? Dahl, Stephan, (2015), Social Media Marketing: Theories and
Applications, Sage.
Additional Recommended Readings
Apart from books, students will find it valuable to get into the practice of reading
relevant articles from journals and periodicals (including newspapers and
magazines). The following refereed journals publish articles concerning Service
Marketing and Management.
Journal of Marketing
Journal of Interactive Marketing
Journal of Service Marketing
Harvard Business Review (HBR)
Journal of International Marketing
BUSM137 Module Title Outline 2021/22
Final Word: What I Expect from You Throughout this Course
? Be on time! Also, do not leave early! Both behaviours are simply rude. If you
cannot attend a class due to illness or other reasons, I would appreciate if you
let us know in advance. In general…only come if you want to be there!
? Cell phones should be at least on silent during class.
? The use of laptops to take notes in class is not encouraged. There is ample
research that shows that we are not good at multi-tasking, and that you will learn
and retain much more when handwriting notes.
? Cheating of any type will not be tolerated. We consider plagiarism (=copying
from other sources without indicating the source) to be a severe form of cheating.
If any plagiarized material is detected, you will receive a mark of zero and your
case will be passed on to the academic misconduct panel.
? Do come prepared! I try to make the class interactive, and you can only
participate in a productive manner if you have read the assigned readings before
coming to class. Preparing also includes thinking about what you have read, and
how that fits in with the world you observe around you.
AND DON’T FORGET: QMPlus IS YOUR FRIEND. EVERYTHING’S ON THERE.
CHECK IT FREQUENTLY!