AP1EM2-The Fundamentals of Business and Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:4
Terms in which taught: Autumn / Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded: AP1EM1 Introduction to Marketing AP1SB1 Introduction to Management
Current from: 2021/2

Module Convenor: Mr Nick Walker
Email: n.walker@reading.ac.uk

Module Co-convenor: Prof Julian Park
Email: j.r.park@reading.ac.uk

Type of module:

Summary module description:

Gain an introduction to management science and its relevance to businesses. Interactive in-class activities and the use of online apps will help you learn techniques for inspiring teamwork in an organisational context, discover the importance of strategic management design for achieving an organisation's goals, and understand the roles of the manager and the responsibilities this carries. You will also have a range of opportunities to gain hands-on practising decision making through case studies. Develop your leadership skills to motivate and guide a team towards the achievement of an organisation’s objectives.Ìý

Gain fundamental knowledge of the key concepts of marketing and management, and relate these critically to contemporary practice. Examine fundamental marketing concepts such as strategic marketing, market segmentation and the marketing mix. You will also begin to explore these concepts through the lens of Digital Marketing.

You will discuss issues arising within marketing theory and practice, which bring into question some of the foundational principles of the discipline. Through lectures, readings, and the analysis of case studies, address the latest thinking within the marketing discipline.

Aims:

This module will introduce you to:

• Key concepts of marketing and management and encourage you to critically relate these to contemporary practice. You will be exposed to traditional and contemporary approaches to marketing and management, such as strategic marketing and management, segmentation, targeting and positioning, the marketing mix, whilst introducing issues arising within marketing and management theory and practice which bring into question some of the foundational principles of the discipline. Within the lectures and readings, and through the analysis of case studies, the latest thinking within the marketing and management academy will be addressed.


• A broad understanding of the economic, technological and social aspects of management, in the context of how different business operate. You will be introduced to the environment of management, the management process, and techniques available to and used by managers to plan and operate as a business.

Assessable learning outcomes:

By the end of the module students will demonstrate their core skills in the following areas:

• LO1 Management skills: The management process – appreciate the relevance of basic business concepts (planning, organising, leadership and control), establish and compare alternative business objectives, understand how and why businesses plan and make decisions, apply the concepts of control, recognise the value of leadership and human resource management, and und erstand differences in organisational structures and behaviour. Moreover, understand the role of financial control and accounting as well as the importance of marketing to the attainment of organisational goals and the strategic management.


• LO2 Marketing skills: Summarise the foundational principles of marketing and apply these appropriately to a broad range of contexts. Analyse the role of frameworks in the development of marketing strategy and the drawing up of marketing plans. Evaluate approaches to segmentation and targeting. Apply reasoned arguments in the development of an appropriate and sustainable marketing mix.


• LO3 Apply theoretical marketing and management knowledge to companies and their brands.Ìý

Additional outcomes:

By the end of this module students will be able to:

• LO6 Work effectively in groups/pairs to analyse the marketing and management components of case studies representing a variety of international contexts.


• LO7 Demonstrate analytical thinking – developing numeracy, literacy, reaso