Professional Documents
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SCHOOL
DIRECTOR: Professor Sharon Mavin
QAHE
Executive Dean
Dr. Tim Harris
Room: Faculty
ASSESSMENT DETAILS
Formative Coursework
Assignment One: 750 words essay in preparation for Summative
Assignment. Due
date by 2pm on 27/07/2016.
Assignment Two: Online Quiz. Due date: by 1pm on 26/08/2016.
Target feedback date: Week 13.
Summative Coursework:
Assignment One: 1,500 Essay carrying 100% of module marks. Due
date: by 2pm on 19/08/2016. Target feedback date: Week 11.
Learning Compact
For all taught modules Roehampton requires a learning compact with
responsibilities for tutors and students. This sets out general rights and
responsibilities.
1.
2.
3.
The module convener will issue every student enrolling on that module
with a booklet describing the nature and demands of the module,
including:
a calendar of all classes involved in the module and a weekby-week list of the topics to be covered by the modules;
MODULE RATIONALE
This module is designed to introduce students to the fundamental principles of
marketing using simulated small enterprise activities as the context for learning
and problem solving. The module will cover elementary marketing research, the
development and launch of products and services, and rudimentary marketing
communications, pricing and distribution decisions.
The module acts as a foundation for the Enterprise, Marketing and Retail
Management Pathways within the general Business Management degree and for
the Marketing and Business Management (Retail Management and Marketing)
named degrees.
LEARNING OUTCOMES
Students who successfully complete this module will be able to:
1.
define and appreciate the importance of the marketing concept to small
businesses;
2.
understand problems faced by small business with limited resources
operating in competitive markets
3.
evaluate elementary marketing research techniques
4.
generate ideas for new products or services and assess their commercial
potential in a small business context
5.
understand the role of pricing decisions in generating income and as a
strategic marketing tool
7.
appreciate the range of distribution channels available to small scale
enterprises
8.
demonstrate the ability to integrate the four main elements of the
marketing mix by planning a coherent small scale marketing strategy
10.
use skills needed for research, analysis and communication effectively as an
individual and as a member of a team.
TEACHING PROGRAMME (please note this is indicative topics may
change)
Week Date
(w/c)
Summer Term
Lecture
1
2
20 June 16 Induction
27 June 16 Introduction to the
Module, Defining
Marketing and
Entrepreneurship
4 July 16 Creativity, New
Product
Development and
the Marketing Mix
11 July
A session with our
16
Learning Advisor and
our subject Librarian
Reading
Seminars
Induction
Inventions,
Innovation
and
Value Creation
Product
Seminar
The nature of
Entrepreneurs
hip
&
Consult Moodle
Week Date
(w/c)
Summer Term
Lecture
Reading
Seminars
The Start-Up
of You (1)
5
18 July
16
4Ps Seminar
25 July
16
Segmentation,
Targeting and
Positioning
Review of
Formative
Assignment
1 Aug 16
Networks, Social
Capital and Digital
Marketing
8 Aug 16
Researching Markets
for Entrepreneurs
15 Aug
16
10
22 Aug
16
The Start-Up
of You (2) :
Social Media
and
Networking
Secondary
Research
Seminar
Early Stage
Enterprises:
Taking
Businesses to
the next level
Building a Brand
The Start-Up
of You (3):
Building a
Personal
Brand
11
29 Aug
16
Services Marketing
&
Relationship
Marketing
Relationship
Marketing
Seminar
ASSESSMENT
There will be three parts to this assignment. Firstly there will be two formative
elements and one summative element.
Formative Element 1 (week 6)
Due Date: 2pm on 27/07/2016
There will be an unmarked formative element to this assessment. It is designed to
assist you in the preparation of the summative assignment. It requires you to write
an essay and explore how academic literature is reviewed and critical analysis is
carried out.
Formative Element 2 (week 10)
There will also be an online quiz which all students must take no later than
26/08/2016. Further details will be released in week 8.
Summative assignment 1
Due Date: 2pm on 19/08/2016
Word Count: 1,500 words through TURNITIN no hard copies to be submitted
The essay counts for 100% of the overall marks for the module. It is designed to
enable students to demonstrate that they are achieving learning outcomes 1, 2, 3,
4, 5, 6, 7, 8, 9 and 10 these can be found in the module handbook.
Use of Theory
Use of Examples
Level of critique
Conclusion
Bibliography
10%
20%
20%
20%
10%
10%
10%
Title:
Assignment Submissions
The module lecturers aim to provide all students with advice and guidance in the
preparation of coursework and may comment on outlines or plans submitted, but
will not predict the final assessment. Their role is not to read or comment on fully
written essays/assignments prior to submission or give any indication of the likely
awarding mark. For further general details on coursework preparation refer to the
online information via StudentZone
http://studentzone.roehampton.ac.uk/howtostudy/index.html. When the work is
returned and assessed, a student will receive full formal written feedback with the
opportunity to seek a tutorial for further clarification, if necessary.
Marshall, T. (2010) Small Business Internet Marketing: Ideas & Solutions for
Advertising Small Businesses Online: the Sales Lead Generation Bible.
CreateSpace
Palmer, A. (2006) Principles of Services Marketing. London: McGraw-Hill
Sheedy.M (2010) The Small Business Success Guide. Wrightbooks
Stasch, S. (2010) Creating a Successful Marketing Strategy for Your Small New
Business. Praeger
Other resources:
Indicative Web Sites - You will find these sites useful to help you improve your skills
but also as good resources to understand the theory behind the concepts you are
learning. Be sure to bring theory and practical examples into your report (and cite from
books and websites) to show you have engaged with understanding the concepts of the
module.
http://www.thedrum.com/
http://www.bbc.co.uk/news/business/
http://www.economist.com/
http://www.ft.com/home/uk
http://www.smallbusiness.co.uk/
http://www.fsb.org.uk/
Resource Lists
Please see the StudyZone Moodle site for a complete resource list for this module.
Or type the module name into http://resourcelists.roehampton.ac.uk/index.html
Please see the Moodle site for a complete resource list; this is an online version of
the reading list.