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LF913 - Marketing Management

  • Module code: LF913
  • Module name: Marketing Management
  • Department: School of Life Sciences
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

The primary goal of this module is to provide students who have no or limited prior experience of business, with a solid foundation in the essential aspects of marketing. The aim is to offer a holistic and integrated view of the role and importance of marketing management within the wider business (and in particular the process, bioprocess and biotechnology business) context. The focus is on understanding and assessing a market’s potential and then formulating and planning the marketing strategies necessary to bring products to the market place.

Principal learning outcomes

Understand the role and importance of marketing within the general business context. Analyse a market and to develop a marketing strategy for a particular product or business.

Timetabled teaching activities

The teaching and learning methods include lectures, seminars, case studies, video materials, individual research/reading, participative in-class discussion, scenario analysis and a practical group project.

Other essential notes

Typically, the syllabus includes (but is not limited to): Marketing & the marketing environment Buying behaviour (with a focus on industrial buying behaviour) Market research Marketing planning Market segmentation Marketing strategy The marketing mix Marketing via the internet International marketing

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: LF913-10)
A (Assessed work only) Presentation 40%
  Written Assignment (1500 words) 60%

Module availability

This module is available on the following courses:

Core
  • Postgraduate Taught Biotechnology, Bioprocessing and Business Management (C5N2) - Year 1
  • Postgraduate Medical Biotechnology and Business Management (J7N2) - Year 1
Optional Core
  • Postgraduate Taught Sustainable Crop Production: Agronomy for the 21st Century (D4A2) - Year 1
  • Postgraduate Taught Food Security (D4A3) - Year 1
  • Postgraduate Medical Biotechnology and Business Management (J7N2) - Year 2
Optional
  • Postgraduate Taught Environmental Bioscience in a Changing Climate (D4A1) - Year 1
  • Postgraduate Taught Environmental Bioscience in a Changing Climate (D4A1) - Year 2
  • Postgraduate Taught Sustainable Crop Production: Agronomy for the 21st Century (D4A2) - Year 2
  • Postgraduate Taught Food Security (D4A3) - Year 2