University of Reading
Area of Study
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits6
Recommended U.S. Quarter Units8
Hours & Credits
Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Module version for: 2016/7
Summary module description:
This is a foundation module in Marketing. It intends to provide students with an overview of Marketing as an academic subject, a key area of corporate activity and a fundamental component of a business strategy. The module discusses and analyses marketing theories and conceptual frameworks, as well as strategic marketing tools and techniques used in the business world. Students are encouraged to engage actively and critically with the theoretical and empirical contents of the module through interactive lectures and small-group tutorials. Moreover, students are expected to demonstrate an ability to integrate marketing theories, strategic tools and business practice in their coursework and exam papers.
The module addresses the essential analyses required to develop a marketing strategy, including assessing the competitive arena, customers, market trends and organisational capabilities. The core decisions within marketing strategy are explored, including the selection of opportunities to pursue, target market selection, creating a competitive advantage and brand positioning. The execution of a marketing strategy through the ingredients of the marketing mix is also over-viewed. Increasingly leadership teams of businesses are harnessing these marketing analyses and marketing strategy concepts, as they seek to update their corporate strategies, enhance shareholder value and strive to compete successfully in growth markets.
This module is delivered at University of Reading, and University of Reading Malaysia.
The module intends to enable students to engage actively and critically with the main theories in Marketing and with the strategic marketing tools and techniques used in the business environment.
Assessable learning outcomes:
By the end of the module students will be able to:
- Understand the role of marketing in a broad economic and social context;
- Understand and relate marketing concepts to the world of business through the use of cases;
- Understand the importance of marketing techniques for firms within the marketplace;
- Demonstrate an ability to use the key marketing tools;
The module also aims to encourage the development of oral communication skills and the students? effectiveness in group situations. Structured activities are designed to develop analytical skills, abilities to construct original arguments and independent learning. Students are encouraged to develop additional IT skills by use of relevant web resources and communication techniques, including Blackboard.
Approaches to Marketing; Researching the Marketing Environment; Understanding Competition and Customers; Opportunity Selection; Segmentation, Targeting and Positioning; Brand Strategy; Products, Place and Channels, Price, and Integrated Marketing Communication; Marketing Metrics.
Brief description of teaching and learning methods:
The module includes lectures and small group tutorials. The main topics of the syllabus will be covered in the lectures. Students are encouraged to familiarise themselves with key readings and contribute to the lectures, sharing their ideas and relevant internship/work experience. Tutorials consist of small-group discussions and presentations. Topics for presentations and discussions are set in advance by the module convenor and are researched, discussed and presented by students in groups. Seminars offer an opportunity to provide students with formative feedback on their presentations and understanding of the topics.
Guided independent study 177
Total hours by term 200
Summative Assessment Methods
Written Exam 70%
Written Assignment Including Essay 30%
Other information on summative assessment:
Formative assessment methods:
Formative feedback will be given for presentations and discussions in the lectures and tutorials;
Length of examination:
Requirements for a pass:
A minimum mark of 40%
By examination only, in August/September.
Courses and course hours of instruction are subject to change.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.