Leicester Business

School

MSc Marketing Management

STUDENT HANDBOOK
2011/2012
INTRODUCTION AND WELCOME TO DE MONTFORT UNIVERSITY

Professor DAVID WILSON

DEAN OF FACULTY OF BUSINESS & LAW

I should like to take this opportunity to welcome you to De Montfort University and, more
specifically, to the Faculty of Business and Law. The Faculty comprises Leicester Business
School and Leicester De Montfort Law School and offers a wide range of postgraduate
courses, a number of which incorporate professional qualifications. The Faculty is proud of
its excellence in teaching and research. Our postgraduate courses are noted for combining
academic rigour with practical application. We ensure that courses are relevant to the
professional world and our graduates are highly valued by employers in both the private and
public sectors.

Courses at postgraduate level are both exciting and challenging. They require great
diligence from you if you are to achieve a high level of success. The priority of our academic
and administrative staff is to help you to produce your best work; to gain as much as
possible from your course and to obtain the qualifications you are seeking. Both Leicester
De Montfort Law School and Leicester Business School staff will do all they can to make
your stay here in Leicester both enjoyable and rewarding. They are easily approachable and
will be happy to help at any time.

Enjoy your stay here: Leicester is a vibrant, exciting and welcoming city. I hope you will find
your time here at DMU not only worthwhile but also an enjoyable learning experience.

All good wishes

Professor David Wilson

Dean of Faculty of Business and Law/Deputy Vice-Chancellor

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INTRODUCTION TO THE PROGRAMME

The MSc Marketing Management programme is designed for those seeking to build
marketing expertise or to switch their discipline to marketing.

The programme is broad based and encourages development across all key areas of
marketing. Through exposure to other perspectives, such as financial management, students
can gain a rounded view of marketing. In the MSc Marketing Management programme
students will have, in particular, an opportunity to develop their understanding of marketing
applications, their expertise in the functional aspects of marketing management and to gain
different perspectives on marketing's role within the organisation.

PROGRAMME STRUCTURE

The table below and continuing overleaf shows a breakdown of the credits and modules
available on the programme.

Module Title Credit Value Semester

Core Modules (7)
Students take all modules

Management Study Support 0 1

Accounting for Managers 15 1
Managing Advertising & Communications 15 1
Marketing Research in Practice 15 1
Marketing Theory & Practice 15 1

Consumer Culture & Behaviour 15 2

Research Methods for Marketers 15 2

90 credits
Elective Modules (2)
Students choose two from:

Applied International Marketing 15 2

Creative Brand Strategy 15 2
Customer Relationship Management 15 2
Direct & Digital Marketing 15 2
Service Relationships & Social Marketing 15 2
Strategic E-Marketing 15 2

Or one from above, plus a further one from the

following electives offered on other Masters
programmes:

Creative Actions in International Organisations 15 2

Managing Complexity, Uncertainty & Conflict 15 2
Managing Organisational Change 15 2
Project Management 15 2

30 credits
Marketing Analysis Project 60 credits February -
September
Total 180 credits

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Outcomes

The programme aims to enable students to broaden and deepen their knowledge of
Marketing, and to develop skills appropriate to a future role in senior management.

Our key objectives are:

To equip each student with sufficient knowledge to embark on a career in Marketing

and to understand the key Marketing issues facing organisations.
To enable students to gain Marketing expertise which can be applied and can enhance
many different career paths, both in business and in non-business (public sector,
education etc.) areas.
To offer each student an opportunity for both personal and professional development
which will be useful not just for any marketing position but also in a wider lifelong
learning framework.

FACULTY SERVICES AND SUPPORT

Student Advice Centre (SAC)

Where are we and what do we do?

The Student Advice Centre is located on the ground floor of the Hugh Aston building (0.37)
next to the Café. The primary function of the Centre is to provide advice on a wide range of
student issues as well as take in coursework.

We hold leaflets detailing University procedures and protocols in respect of all areas as well
as copies of the University Regulations and all of the standard forms. We are able to give
you contact numbers, email addresses and surgery hours of all academic members of staff.

In short we should be your first port of call if you require any help or advice; if we are not
able to help you we will know who can! Although we do not offer counselling we do have a
separate room available should your problem be of a private or confidential nature.

The Postgraduate Suite

Postgraduate and professional programmes from both the Law School and the Business
School are accommodated primarily in a dedicated area within the Hugh Aston building – a
suite of rooms on the 4th and 5th floors – which has access control (to restrict use to PG
students) and can be entered by a separate staircase/lift on the Oxford Street side of the
building as well as the other main entrances. For larger classes, use is also made of the
spacious lecture theatres housed on the floors below the suite.

The Postgraduate Suite is open from 9 am – 9 pm during term time and 9 am – 7 pm during
the vacation. The suite is not open at weekends. Students wishing to use IT facilities at
the weekends can use the Kimberlin Library which has both fixed PCs and wireless access.
Please check on the library website for more information: www.library.dmu.ac.uk.

The suite provides a modern, comfortable learning environment conducive to study at

postgraduate level and comprises:

Fourth floor – rooms 4.09 – 4.15

6 x classrooms/seminar rooms

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 Common Room with vending machines, sofas, tables & chairs
Meeting room

Fifth floor – rooms 5.08 – 5.17

6 x classrooms/seminar rooms
Resources Room (housing PCs and the Dissertation Reference Library)
3 x syndicate rooms for group working and meetings (see below for booking
information)

Resources Room

The Resources Room has 35 PCs for casual use all day long. There is one black and white
and one colour printer, a scanner and a print kiosk for topping up printing credits. Students
will be issued with a personal log on during enrolment week to allow them to use these
facilities. The Technical Support Team is located on the second floor in room 2.01 and
should be contacted with all queries of a technical nature.

All formal lab based classes will take place in one of the Faculty’s five computer labs, all of
which can be found on the second floor.

Syndicate Rooms

The suite has three small syndicate rooms (HU5.15PG, HU5.16PG & HU5.17PG) which are
available to staff and students for activities such as meetings, group work, interviews etc.
Bookings can be made as follows:

By emailing your Programme Administrator, stating clearly the date and time that you
require the space, the activity being undertaken and number of people involved.
Your Programme Administrator will email to confirm the booking or otherwise
On Monday morning each week a printout of bookings per room for that week will be
placed on each door. Students/staff can then ‘self book’ themselves into any empty
slots that remain for the week
As this is a self managed resource, you are asked to respect the bookings system,
vacating promptly at the end of your booked slot.

Support for International Students

The International Student Support Officer provides ongoing specialist support, including
advice and guidance on issues such as working in the UK and opening a bank account, as
well as lots of general information about living and studying in Leicester. We know that you
will have lots of questions about life in a new city and we’re here to try and give you as much
help as we can.

Email: [email protected]

Advice and assistance on immigration, housing and a range of other issues is also provided
by the Welfare and Education Team who are based within Student Union on the first floor
in the Campus Centre building. The team can also assist you in applying to extend your
student visa. Call in for an appointment or telephone (0116) 257 6307.

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SECTION 8 MODULE INFORMATION

Semester One Core Modules

ACFI5020 Accounting for Managers

MARK5055 Managing Advertising and Communications

MARK5072 Marketing Research in Practice

MARK5000 Marketing Theory & Practice

Semester Two Core Modules

MARK5057 Consumer Culture & Behaviour

MARK5069 Research Methods for Marketers

Semester Two Elective Modules

MARK5070 Applied International Marketing

CORP5042 Creative Actions in International Organisations

MARK5076 Creative Brand Strategy

MARK5053 Customer Relationship Management

MARK5065 Direct & Digital Marketing

MARK5071 Managing Complexity, Uncertainty & Conflict

HRMG5027 Managing Organisational Change

POPP5013 Project Management

MARK5062 Service Relationships & Social Marketing

MARK5074 Strategic E-Marketing

Semester Three Module (Summer)

MARK5056 Marketing Analysis Project

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ACFI5020 - Accounting for Managers 15 credits

Handbook Descriptor

This module provides an overview of accounting and finance issues: From an external
viewpoint it will include an analysis of company performance via the interpretation of
corporate annual reports. This interpretation will be set within the framework of the normative
economic objective of shareholder wealth maximisation. It will, therefore, also involve a
consideration of the process of shareholder value creation and the measurement of
performance within this context. From an internal perspective the module will also consider
the generation and analysis of information for management use. This will involve an analysis
of management accounting and its general role within activities such as planning, control,
performance management and decision-making.

Assessment Components

Other Coursework 1 - Ind. Written Assignment

Weighting 70%. The component receives a mark.
The Component is Essential with a Threshold of 45%. The word limit is 3000.
Other Coursework 2 - Group Presentation and Report
Weighting 30%. The component receives a mark.
The Component is Essential with a Threshold of 45%. The word limit is 2000.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Demonstrate the ability to use conventional management accounting and financial

management techniques to produce appropriate information for management to aid
planning, control and decision-making.
2 - Demonstrate the ability to use conventional management accounting and financial
management techniques to produce appropriate information for management to aid
planning, control and decision making
3 - Manage own learning, using the available range of resources, and ability to conduct
research into business and management issues.
4 - Evaluate the usefulness of contemporary management accounting techniques in
measuring business performance.
5 - Ability to collect relevant information relating to a given situation, analyse that information
and synthesise it into an appropriate form in order to evaluate decision alternatives.
6 - Demonstrate rigour of academic arguments as well as the application of theory.
7 - Ability to collect relevant information relating to a given situation, analyse that information
and synthesise it into an appropriate form in order to evaluate decision alternatives (CNSR)
8 - Demonstrate a practical and integrative approach to a problem area or issue (CNSR)
9 - Demonstrate rigour of academic arguments as well as the application of theory (CNSR)
10 - Demonstration of a clear and concise writing style

7
MARK5055 - Managing Advertising & Communications 15 credits

Handbook Descriptor

In essence, the Managing Advertising and Communications module focuses on one

particular area of the marketing mix. This is most frequently referred to as the promotional
mix. Advertising and marketing communications is the means by which organisations
communicate with their publics and target audiences at product and corporate levels. It
applies to all types of organisations - fast moving consumer goods, services, industrial and
business-to-business, charity and other not-for-profit organisations.

Two marketing communications models are introduced that create the basis of the module,
those of the 'marketing communications process' and the 'marketing communications
planning framework'. The advertising and communications environmental context is then
highlighted to include recognition of the variety of target audiences (publics and
stakeholders), the regulatory system, and the role of agencies and the media. The full range
of promotional mix elements are identified and emphasis is placed on the importance of
integration between those elements as well as the importance of integrating advertising and
marketing communications with marketing/business strategy and operations.

The module also requires students to adopt an essentially practical stance in marketing
communications problem solving and application. Students are given the opportunity to play
the role of marketing communications executives in determining, producing and defending
the development of campaign plans in response to marketing communications problems and
briefs.

Assessment Components

Other Coursework 1 - Group assignment

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

The chosen assessment regime will encourage evaluation, and the application of customer
management concepts and theory to a practical business context. It will also encourage
analytical thinking, and help develop the ability to assess alternatives and recommend
strategic solutions. This offers an opportunity for future executives to develop sound decision
making skills that have a direct impact on the profitability of their company.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Have a critical awareness of the relationship between marketing plans and marketing
communications plans as the basis for selecting and achieving a balanced marketing
communications mix. (Subject related)
2 - Examine and explain how an organisation communicates with its markets and publics
through the marketing
communications mix.
3 - Identify and analyse buying motivations in a given market, to ensure that marketing
communications plans are

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correctly based.
4 - Understand and evaluate the key elements of successful marketing communications
plans and activities.
5 - Acquire and synthesise relevant brand and market information with a view to developing
and integrated marketing communications plan
6 - Generate creative ideas, translate these into visual and oral media, and persuasively
present these to others (non subject related)
7 - Generate creative ideas, translate these into visual and oral media, and persuasively
present these to others.
8 - Critically evaluate different theoretical approaches to the discipline
9 - Acquire a capacity for independent and self- managed learning

9
MARK5072 - Marketing Research in Practice 15 credits

Handbook Descriptor

The Marketing Research in Practice module examines key elements of the market research
process and considers current commercial market research practice. The module will
emphasise the importance of setting objectives for market research, and of appropriate
research design and sampling procedures. It will also examine the secondary research
process and the effective gathering and selection of relevant data for different market
purposes. Focus on primary research in the module will include a brief overview of
quantitative and qualitative research designs. there will be an emphasis on recent
developments in online market research.

This module aims to develop student understanding of the market research process and of
research design across different marketing contexts. Students will be encouraged to develop
specific competence in secondary data analysis and in qualitative data collection and
analysis. Students will develop practical skills in the selection and interpretation of secondary
marketing information. In workshops, students will develop individual skills in the design of a
market research project, and primary data gathering and analysis (qualitative). Independent
learning skills and project management skills will be encouraged, and some critical
evaluation of different information sources will be fostered.

Assessment Components

Other Coursework 1 - Individual market research project

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The word limit is 4000.

Assessment Rationale

One assessment is required, which will account for 100% of the module grade. Each
candidate will complete an in-depth project in which they undertake qualitative market
research on a current market situation or context. It will involve the design of research
objectives, the analysis of secondary data and a data collection design using semi-structured
interviews for the collection of data on firm or customer activities and behaviour. As noted
above, some guidance and support will be available for this in workshops.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - undertake a review and interpretation of key market sources and critically analyze
sources (SR)
2 - Understand current developments in online market research (SR)
3 - select appropriate research objectives and research design for the marketing problem in
question (SR)
4 - Undertake collection and analysis of primary data (qualitative) (SR)
5 - Draw key implications for current and future customers (SR)
6 - Initiate, develop and implement an independently planned programme of research (non-
SR)
7 - Apply research techniques in a structured way to a contemporary context (non-SR)

10
MARK5000 - Marketing Theory & Practice 15 credits

Handbook Descriptor

The Marketing Theory and Practice module is designed to guide participants through the
fundamental concepts of marketing, and how they are applied in practice. Whatever your
level of experience, it is hoped that this module will provide a stimulating environment in
which to explore ideas, build and develop knowledge.
Aims:
- To explore the central tasks of marketing management, and to introduce students to key
marketing tools, such as the elements of the marketing mix.
- To ensure students become familiar with fundamental marketing theories, concepts and
analytical tools, and are able to use these to understand and analyse situational variables in
the marketing context.
- To provide a foundation for the study of more specialised areas of marketing in greater
depth in other modules.

The module makes use of case studies to explore fundamental, analytical marketing tools
and their application to the marketing decision-making process. Comprehension, verbal
reasoning and presentation skills will be enhanced as different viewpoints are proposed and
defended, in discussions and presentations to other students in class.

Assessment Components

Seen Examination 1 - Seen case exam

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The Duration is 180 minutes.

Assessment Rationale

The case study will be handed out in advance and analysed, from a variety of perspectives,
in class. The exam questions will be unseen. No materials will be permitted in the exam, a
clean copy of the case study will be provided.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Subject related (Sr). Identify and understand the core concepts and techniques of
marketing at the corporate and functional level.
2 - Critically evaluate the environment and various marketing problems and situations
(consumer, industrial, and international), and apply key marketing models and tools of
analysis. (SR)
3 - SR. Identify and evaluate the strategic alternatives and tactical programmes available to
organisations.
4 - Analyse and draw reasoned conclusions from case studies, and communicate these
effectively (Non subject related, cognitive)
5 - Carry out independent and self-managed learning and problem solving (NSRC)
6 - Critically analyse and evaluate (NSRC)

11
MARK5057 - Consumer Culture & Behaviour 15 credits

Handbook Descriptor

This course emphasises the importance of understanding consumers in formulating

marketing strategy. It will involve many practical examples of specific applications of
consumer behaviour concepts by marketing practitioners and will encourage participants to
relate these concepts to their everyday activities. In addition to understanding why people
buy products or services, the course will also encourage an appreciation of how
consumption activities contribute to the broader social world that we experience.

Aim:

To explore the principles of Consumer Behaviour and consumer decision making within our
cultural systems. An important element of this programme will be the self-analysis and
reflection that students bring through their understanding as consumers. They will learn to
evaluate the effect of different marketing stimuli on consumers and how to critically evaluate
the actions of marketers. These aspects will involve analysing different situations and case
material.

Assessment Components

Other Coursework 1 - Written assignment

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

The assignment is a module long piece of work with several individual and group
assessment points: journal entries, reflective pieces and presentations culminating in a final
individual report. The assignment will be used as a developmental framework for applying
the academic theory covered in the taught sessions. Students will present their findings at
regular intervals, for group discussion and feedback, in addition to the formally assessed
presentations and written submissions.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Recognition of the needs that motivate consumers to buy & use products and services
(SR)
2 - Critical evaluation of consumer behaviour processes across a broad range of
consumption activities (SR)
3 - Identification and evaluation the methods marketers employ to influence consumers'
decision making
4 - Analysis of consumer behaviour in terms of its implications for an organisation's
marketing strategy (SR)
5 - Development of critical thinking and creativity (non-SR)

12
MARK5069 - Research Methods for Marketers 15 credits

Handbook Descriptor

The Research Methods for Marketers module will develop student understanding of a range
of methodologies (online and offline) available to them for their marketing project or
dissertation. Students can extend their understanding of the survey method and how it is
used in commercial market research. Consideration of netnography, narrative analysis, case
study method and library-based research will be undertaken.

Assessment Components

Other Coursework 1 - individual report

Weighting 30%. The component receives a mark.
Seen Examination 1 - seen case, closed book
Weighting 70%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The Duration is 180 minutes.

Assessment Rationale

Two components of assessment are required.

The first will account for 30% of the module grade. Each candidate will complete a report
which includes a plan for a quantitative research project and questionnaire design. This will
encourage practical research skills.
The second component for 70% of the module grade is an exam in which candidates will
demonstrate their knowledge of alternative methodologies for given research contexts. Using
one seen case study, but a closed book exam (where a new copy of the case is issued),
students will select and develop an appropriate research design for a marketing project.
They will also address two short questions on other research contexts or methodologies
covered in class. As noted above, guidance and support will be available for this in
classroom-based workshops.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - be clear on potentially different methodologies that can be used in academic research in

marketing (Subject Related)
2 - Understand and plan for techniques of survey research (SR)
3 - understand the development of research propositions and hypotheses and be able to
develop simple research propositions for a defined project (SR)
4 - design and implement data collection through questionnaire (quantitative) (SR)
5 - analyze and interpret data using basic SPSS techniques (SR)
6 - apply some content and narrative analysis (qualitative) through exercises
7 - understand the process of academic research design and differences between qualitative
and quantitative data analysis (non-SR)

13
MARK5070 - Applied International Marketing 15 credits

Handbook Descriptor

The module develops a more applied and in-depth knowledge of international marketing
concepts and issues. There will be equal emphasis placed on developing a good
understanding of theoretical arguments through the academic literature, but of equal
importance will be the importance of being able to apply practices and techniques to analyse
and interpret situations, and provide solutions to issues within the field of international
marketing. The module will build on the students' existing knowledge of marketing to develop
a more applied and developed understanding of issues.

Assessment Components

Other Coursework 1 - project & review

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

The assessment is designed to encourage a development of theoretical understanding for

the subject, as well as test the student’s ability to apply relevant theories. Students will
complete a 4-week business simulation programme or a group project of 4-5000 words and
an individual reflective report of 2500 words.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Students develop and in-depth understanding of the subject

2 - Students are able to critically analyse the academic literature
3 - Students accumulate, and interpret in-depth factual knowledge on the subject
4 - Students demonstrate a high level of ability to apply theory to solve complex international
marketing problems

14
CORP5042 - Creative Actions in International Organisations 15 credits

Handbook Descriptor

The module explores and contrasts the meaning and nature of entrepreneurial organisations
through the examination of relevant theories, concepts and models. The roles and
capabilities of entrepreneurial leaders and managers are further explored and applied.

The practices and processes of creating and developing entrepreneurial organisations are
compared across different contexts. The key factors inhibiting and enhancing
entrepreneurial practices and behaviours are studied and examined in the field. Practical
solutions for improving individual, team and organisational entrepreneurial practices and
processes and mechanisms for their implementation are identified through the lens of value
innovation, blue ocean strategy, social networking and edge of chaos theories.

Finally, the entrepreneurial manager or leader as reflective practitioner and action

researcher is explored and related to modes of entrepreneurial learning.

Assessment Components

Other Coursework 1 - 3500 word individual essay

Weighting 50%. The component receives a mark.
The Component is Essential with a Threshold of 45%.
Other Coursework 2 - 2500 word group business venture proposal and 20 minute
presentation
Weighting 50%. The component receives a mark.
The Component is Essential with a Threshold of 45%.

Assessment Rationale

The assessment will be in two parts:

Assignment 1 (50%): Students will be asked to submit a 3500 word individual essay.

Assignment 2 (50%): Students will be asked to submit a 2,500 word group Business
Venture Proposal and to undertake a 20 minute role-play presentation of a team
project (in networks of 5-6 students).

Students need to achieve a minimum mark of 45% for each element, and an average of 50%
overall to pass this module.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Reassessment of the Individual written essay will consist of a resubmission of the original
case study.

Reassessment of the Group based assessment will be resubmitted on an individual

assessment based on a new case study provided for the student at the time.

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Learning Outcomes

1 - Provide a critical perspective on the role and capabilities of leaders and managers in
developing entrepreneurial organisations
2 - Apply tools to critically evaluate entrepreneurial organisation contexts (SR)
3 - Critically diagnose and recommend actions to plan, implement and evaluate the
development of the entrepreneurial capacity and capability of their organisation
4 - Understand the nature of, and influences on, entrepreneurial capacity creation and
development within organisations and across different contexts and cultures.
5 - Critically evaluate different theoretical approaches to the discipline (SR)
6 - Acquire a capacity for independent and self-managed learning

16
MARK5076 - Creative Brand Strategy 15 credits

Handbook Descriptor

This module considers aspects of contemporary brand management from both a theoretical
and practical perspective. It will focus on elements of current branding theory, practices and
innovations within various market sectors, and types of organisation. Within this context the
module will identify two clear routes to brand development: the high-budget and the low-
budget. As such, the module will enable students to understand how to create, maintain, and
build brands using both above- and below-the-line communication techniques, within what
are seen as increasingly complex business environments. Further, it will develop an
appreciation of brands as equity, and the significance of this to organisational strategy.

Aim:

To enable students to understand brand management theory and practice within various
market sectors.

Skills Development:

A key theoretical concept in developing brand strategies, using the high- and low-budget
routes to brand development, is 'image transfer'. this concept underpins a wide variety of
(marketing) communication techniques. Students will learn the nature and role of image
transfer in the creation and development of brands at both a national and international level.

Assessment Components

Other Coursework 1 - individual report/proposal

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The word limit is 4000.

Assessment Rationale

The assessment will enable students to apply the theory to developing a new or existing
brand. It will require both an understanding of the theory, especially brand image transfer
theory, and a practical application of it. Within the assessment students will be expected to
critically evaluate their own proposition by recourse to the academic literature.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - To appraise principles of brand strategy and management.

2 - To critically evaluate the two routes to brand creation and development: the high-budget
and low-budget.
3 - To judge the theoretical role and practical application of the image transfer model.
4 - To critically assess why and how brands are valued.
5 - To develop analytical skills in the context of creating brand strategies.

17
MARK5053 - Customer Relationship Management 15 credits

Handbook Descriptor

The following topics are indicative of a selection of areas to be covered in this module:
Definition and models of Customer Relationship Management
CRM - a board level imperative
Analysis and planning for Customer Management (acquisition, retention, penetration, cost-to
serve, identifying customer needs)
Developing the value proposition (from customer needs and research)
Customer Management Activities - targeting, enquiry management, welcoming, getting-to-
know, Customer development, managing problems, and winback
People and Organisation
Customer management processes
Measurement (CM metrics)
Process improvement (systems thinking)
Customer Experience
Customer satisfaction and loyalty
Customer delight
Customer Review process and Key Account Management
Assessing and benchmarking customer management performance using CMAT™
(Customer Management Assessment
Tool)
Social Customer Relationship Management (SCRM)

Assessment Components

Other Coursework 1 - presentation & report

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

The chosen assessment regime will encourage evaluation, and the application of customer
management concepts and theory to a practical business context. It will also encourage
analytical thinking, and help develop the ability to assess alternatives and recommend
strategic solutions. This offers an opportunity for future executives to develop sound decision
making skills that have a direct impact on the profitability of their company.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Assess organisational competence in customer management (SR)

2 - Identify weaknesses in customer management performance (SR)
3 - Make recommendations on how an organisation can improve its CM performance and
profitability (SR)
4 - A range of comtemporary and pervasive issues (SR)
5 - Critical thinking and creativity (QAA i) (non-SR)
6 - Problem solving and decision making (QAA ii)
7 - Ability to conduct research; scanning and organising data, abstracting meaning from
information and sharing

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knowledge (QAA iii, xi) (non-SR)
8 - Effective use of communication and information technology (QAA v)
9 - Develop a range of personal skills including leadership, communication, ethical
awareness and reflective practice. (AQQ vi, ix, x, xii) (non-SR)

19
MARK5065 - Direct & Digital Marketing 15 credits

Handbook Descriptor

Today's customer is highly discerning, independently minded and very well informed. The
modern buyer is often proactive and demands tailored marketing messages which reflect the
'on demand' buying patterns within their lifestyle. So many of us have hunted for a cheap air
fare or ferry deal on the internet, for example. Customers know what they want, and are
empowered to get it. Modern marketers are rising to this challenge, and are producing highly
targeted campaigns in digital and niche media which engage their specific audiences and
encourage dialogue, interaction and especially results. As spending on routine mass
advertising remains in decline, spending on interactive promotional campaigns continues to
increase. Today some businesses might choose to operate entirely on the internet as an e-
commerce venture, while others might use it as a single element within a multi-channel
strategy alongside a high street retail presence or niche magazine or TV campaigns.

This module asks you to think about the properties of various direct and digital media and
how they are used. You will also understand the core targeting principles which underpin
their use and measurement, and how they can be applied correctly and effectively in modern
marketing. Students on this module will also receive exemption from the internationally
recognised Institute of Direct Marketing(IDM) for a possible further professional qualification
from that institute. Students sitting and passing the IDM Certificate in Direct and Digital
Marketing Principles final exam will have their certificates awarded at the same time as their
DMU Masters award, and would receive further nominals of Cert IDMP.

Assessment Components

Other Coursework 1 - Group Report with individual component

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

Students will be grouped and produce a report.

The individual component of the coursework assessment requires students to engage with
the scholarly literature and to reflect analytically and critically on a contemporary issue or
challenge relating to the business problem which has been tackled by the group. The group
and individual elements will each count for half the module grade.

The module confirms the key tenets underlying interactive marketing, then applies this
understanding to a modern business problem in order to develop an interactive strategy and
appropriate solution. Individual marks within a group will be modified by agreed contribution
(pie chart) and as seen by evident contribution in class. Marginal/disputed marks may be
settled by viva voce.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Analyse a realistic, current marketing situation and be able to set Interactive & Direct
Marketing objectives to identify, acquire and retain customers as appropriate to the context
(subject related)

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2 - Develop valid Interactive & Direct Marketing Strategies to meet these objectives (SR)
3 - Produce a valid and workable Interactive & Direct Marketing Plan in support of the
strategy and mindful of data and profiling needs.
4 - Show appropriate integration of Interactive effort with other possible marketing activity
(SR)
5 - Confidently defend their strategies, decisions and choices to a knowledgeable third party
when called upon to do so

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MARK5071 - Managing Complexity, Uncertainty & Conflict 15 credits

Handbook Descriptor

We live in an increasingly complex world which is manifest in the speed of change that we
face, in the inter-connectedness of areas that we manage, and in the different types of
uncertainty affecting our choices. Uncertainty in decision making is evident when actors seek
to clarify objectives and gather information about the environment and related decision
agendas before they can commit to a particular course of action. Complexity and uncertainty
are further exacerbated by the existence of multiple views and conflicting interests among
organizational actors regarding the scope, shape, and ways of managing organizational
issues.

In response to the complexity and uncertainty characteristic of decision making within or

between organisations a number of practical methodologies have emerged within the fields
of operational research and systems. These are practically oriented methodologies which
aim to help organisational actors improve the 'messy' situations they find themselves in
through the provision of transparent and accessible analytical assistance. By covering a
range of problem structuring methods (PSMs), and some of the process skills necessary for
their use in a variety of organisational settings, this course will provide the participant with an
opportunity to experience PSMs in the classroom, and consider their potential application in
your project dissertation and/or future work.

Assessment Components

Other Coursework 1 - 3000 word report

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

The assignment will provide an opportunity for the student to demonstrate that they have
correctly understood the requirements for a successful PSM intervention.
Non-assessed, informal, formative assessment will take place during the course of the
workshops based upon a series of group presentations .
Students will be expected to comment on the following for a specific company:
- The likely benefits to be gained from the application of PSMs;
- The issues critical to a successful PSM-based interventions;
- Key stages in the process of PSM modelling;
- A critical review of the given case (e.g. what worked and what didn't)

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - have gained a general understanding of a range of PSMs, and underlying assumptions;

(SR)
2 - have developed basic content and process management skills for dealing with complex
intra- or inter- organisational situations; (SR and NSRC)
3 - have a critical awareness of the different circumstances in which PSMs may be
applicable in practice (SR)

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HRMG5027 - Managing Organisational Change 15 credits

Handbook Descriptor

Topics and areas to be covered in this module will include:

- The influence of external and internal environment on organisation design and
development
- Change as 'organisational capability'
- Different theories and perspectives of the organisational change process
- How change is being managed in contrasting organisational contexts
- The role of culture, power and politics in shaping the change agenda, process and
outcomes
- Organisational change and its impact on people
- The knowledge, skills and expertise of the change agent
- Contemporary issues and problems in the management of organisational change
The module pivots on the perception that organisational change is a messy, complex
process that occurs in specific organisational contexts. Therefore, rather than searching for
prescriptive recipes for change, the modules critically considers the experience of change
from the perspective of the multiple organisational actors involved in the process:
For example the role of the change agent, the impact on individuals (including the potential
for resistance), the building of receptive contexts, and the importance of organisational
culture are key components of the module.

Assessment Components

Other Coursework 1 - Other Coursework 1

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

Students will have a choice. They may explore and critically analyse a topical area of change
management and present their views in the form of a critical essay, or describe and analyse
a significant change in their organisation or one they know well and present their findings in
the form of a management report.
The length for either piece of work will be 3,500 - 4,000 words

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Appreciate and understand the different change theories and models and their
comparative strengths and limitations
as perspectives of the change process.
2 - Develop a critical awareness of the complex issues and debates that arise from the
implementation of organisational
change strategies in a variety of organisational contexts. (SR)
3 - Understand the knowledge skills and expertise required of an effective organisational
change agent.
4 - Understand and appreciate the impact of radical change on individuals with particular
reference to the
psycho-emotional effects and be able to develop strategies to deal with those effects. (SR)

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5 - Be able to apply to particular change projects and scenarios a range of practical
diagnostic, analytical and
implementation tools and techniques.
6 - Critical thinking and creativity (QAA i) (non subject related)
7 - Effective use of communication, ICT and personal effectiveness (QAA v, vi, vii)
8 - Recognition of ethical issues (QAA x) (non SR)
9 - Problem solving, information and knowledge scanning (QAA ii, iii)
10 - Learning through reflection (QAA xii) (non SR)

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POPP5013 - Project Management 15 credits

Handbook Descriptor

This module considers the scope and definition of a project, its significance as an instrument
of change and the roles and responsibilities of people within it. Organisational issues are
explored and the application of a range of project management tools is critically evaluated
for the execution, management and control of project management throughout all its phases.

Module aims include:

To introduce students to the nature of projects, in contrast to the continuing functional

activities of organisations.
To develop an understanding of the skills, responsibilities and authority of Project
Management personnel in various types of project structure.
To examine the range of techniques available in Project Management and to critically
appraise their application.
To create an understanding of Project Management as an instrument of change.
To appreciate organizational issues in Project Management.
To evaluate the management and control of a project throughout all of its phases.
To appreciate the range of financial analysis models available for use in assessing
project viability.

Assessment Components

Other Coursework 1 - Assignment

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%.

Assessment Rationale

Candidates work in groups on a chosen scenario which stimulates the experience of being in
a real project team. They make a presentation as part of the assignment, but the
assessment criteria ensure a balance between individual and group work, and give the
students the opportunity of feedback on their work prior to submission of the project report.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes
1 - Understand the organisational context of projects and demonstrate a critical awareness
of the human resource
aspects of project teams. (subject related)
2 - Select and apply appropriate analytical techniques to the various stages of a project in its
life cycle. (SR)
3 - Evaluate project management techniques and critically appraise their use. (SR)
4 - Problem solving and decision making (non subject related)
5 - Analytical skills including quantitative analysis (non SR)
6 - Ability to utilise human resources in team selection, delegation and team management
(non SR)
7 - Leadership and performance management skills (non SR)

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MARK5062 - Service Relationships & Social Marketing 15 credits

Handbook Descriptor

This module permits students to focus on marketing in its social context. It will concentrate
on sociological and psychological perspectives on marketing over the past few decades;
outlining social perspectives on services marketing and how this is now relevant in firms.
The module will consider theories of social exchange and social penetration; the influence of
structuralist thinking and rational planning models; the emergence of consumer psychology
and the recent growth in post-modern interpretations (drawn from multidisciplinary
perspectives). Candidates will be encouraged to read selectively in the social background to
marketing thought and consumption and to shape their own interpretation of how such ideas
are relevant in different services. This offers a creative opportunity for each student to
explore contemporary marketing ideas in a contemporary situation, using their own initiative
in defining the scope and content of their work.

This module explores the social dimensions services relationships and offers participants a
chance to investigate a variety of social perspectives on service management in different
contexts (corporate, non-profit and virtual services). In class, students will lead some
seminars and encouraged to gather relevant information, apply information to a context and
put it into an effective presentation. The independent nature of the learning will foster interest
in research and will offer opportunities to develop specific skills in article review, in
evaluating the quality of information sources, in logical argument and interpretation. Critical
evaluation of information sources will be fostered.

Assessment Components

Other Coursework 1 - Individual Report

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The word limit is 3500.

Assessment Rationale

There is one component of assessment in this module - an individual written report which will
be an analysis and some context research on a key topic. Students have a chance to
choose their own area of interest from the module themes and undertake in-depth
application of ideas in that topic area to a marketing context that they identify and
independently research. This will require each student to do some independent research
relating to the topic and gather data that applies key ideas to a current services case or
context. (Written Report of 3,500 words). Further guidelines will be issued in class by the
module tutor.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Subject related (SR). Use and apply analytical frameworks in the service encounter and
service relationship management
2 - Identify the nature of customer voice and how it is influencing the service experience and
service relationships (SR)
3 - Consider and weigh up the implications when planning service strategy and service
delivery in different contexts (SR)

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4 - Identify critical elements in the way knowledge is gained, transferred and mobilized in
services marketing online. (SR)
5 - Undertake individual research and offer a reasoned, critical interpretation of an
organization's activities
6 - Critically appraise a current development in marketing practice from the perspective of
services relationship thinking and sustainable marketing (SR)
7 - Consider the different parameters of a responsible professional marketing role in
contemporary social contexts (SR)

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MARK5074 - Strategic E-Marketing 15 credits

Handbook Descriptor

There is no doubt that the emerged technologies and media have changed the landscape of
business in one way or another. In particular, the Internet but also mobile phones and digital
TV have profoundly impacted marketing theory and practice. Companies are allocating more
and more resources into the adoption and implementation of emerging technologies in order
to safeguard or gain a competitive advantage over their competitors. The emerged
technologies and media have provided marketers with new tools and techniques to conduct
market research, target customers, to communicate their brands and build customer
relationships. For some firms the internet has become an integral part of their strategic and
marketing plans, while others have emerged as pure online businesses.

It is fundamental for marketers to have a sound understanding and the skills to take
advantages of the opportunities that the emerged technologies provide. The module is
designed to challenge students and encourages critical thinking of current marketing
problems with emerged and emerging technologies. Throughout the module students will
develop a comprehensive understanding of E-Marketing theoretical developments, concepts
and frameworks through application, extensive reading and real life examples.

The module will critically evaluate:

- the impact of emerged and emerging technologies such as the Internet, mobile phones and
digital TV on marketing theory and practice, the development of theoretical concepts and
frameworks in the field and their application in real life situations.
- the formulation of effective e-marketing plans and strategies for both online and offline
firms and how to relate and incorporate these within broader marketing plans and strategies.
- the elements of the marketing mix in an online context and evaluate the opportunities that
the Internet provides to vary the marketing mix
- the various tools and techniques used to deliver the online experience, to build brands, to
communicate with customers and to build customer relationships.

Assessment Components

Other Coursework 1 - Individual written assignment

Weighting 100%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The word limit is 3-4000.

Assessment Rationale

Students will be assessed through an individual written assignment on a specific e-marketing

topic allowing the application of theoretical concepts and frameworks and synthesis of
knowledge and skills learnt. Students will have the opportunity to discuss their coursework
and receive feedback throughout the module. Detailed guidelines will be provided
in class by the Module Leader.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - A critical awareness of current marketing problems associated with emerged and

emerging communications technologies.

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2 - The ability to critically review, assess and develop effective E-Marketing plans and
strategies.
3 - A systematic understanding of the tools and techniques of emerged technologies
impacting the elements of the marketing mix (SR)
4 - A comprehensive understanding of E-Marketing theoretical developments, concepts and
frameworks through application and real life examples (SR)
5 - Analytical and problem solving skills through case studies based on realistic E-Marketing
scenarios (non-SR)
6 - The ability to effectively communicate complex E-Marketing issues to various audiences
(non-SR)

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MARK5056 - Marketing Analysis Project 60 credits

Handbook Descriptor

In this module, students develop and design a specific Marketing Analysis Project and then
undertake the project independently during the summer. The project must have clearly
specified objectives, must relate to a marketing sector or context and will involve analysis
through secondary research (and potentially primary research) of the current market
situation. This module will enable students to synthesize their knowledge gained in other
subjects and integrate that in a Marketing Analysis Project combining sector and firm level
analysis.

The aim of the Marketing Analysis Project is to enable students to develop independent
research, competent analytical skills and to build confidence in working with practical market
information. The focus on developing and managing their project will develop stronger
project management skills, transferable to other areas. Skills of problem solving, taking
initiatives, using available information to best effect and project management are key
learning areas. The module should encourage self-discipline through improved time
management skills and follow through of project to completion. It will also demand that
students become competent at integrating ideas into a market overview. This will reinforce
the learning of students in other modules, in particular, market research skills such as
secondary data collection and analysis.

The main part of the project is undertaken over the Summer, when students will take forward
and implement their Marketing Analysis Project independently, through self-directed
secondary research (and potentially primary research). Students will be expected to take
forward and implement their Project through in-depth market analysis under guidance of an
individual Project supervisor and complete it in September. Initial workshops in Semester
two offer collective support for key elements such as project selection, gathering of sources,
planning and design of the market analysis. Some workshops will take the form of a drop in
sessions. The main period is devoted to independent study and completion of the Marketing
Analysis Project with individual supervision.

Assessment Components

Other Coursework 1 - Project Design

Weighting 20%. The component receives a mark.
The word limit is 2400.
Project 1 - Marketing Analysis Project
Weighting 80%. The component receives a mark.
The Component is Essential with a Threshold of 50%. The word limit is 15000.

Assessment Rationale

There are two components of assessment: one assignment is the Marketing Project Design
(worth 20% of the grade). This will involve independently developing a Project Design that
identifies sources of information; undertakes preliminary market analysis, offers detailed
rationale for the areas of marketing to be investigated in depth, and explains the data
analysis that is proposed. For this written assignment, (2,400 words), students will need to
gather actual current data on their chosen market sector and will be graded individually on
their Project Design.

The main assessment component is the final Marketing Analysis Project (worth 80% of the
grade), where students undertake the Project independently with some guidance from a
supervisor. The final Project length is normally 15,000 words and is to be accompanied by a

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file of supporting materials. Further details of structure and format of the Final Marketing
Analysis Project will be issued in Project notes on Blackboard.

There is no formal referral available in the Marketing Project Design, however formative
feedback will be provided and students will need to produce a suitable design.

Reassessment Requirements

In accordance with DMU Postgraduate regulations a student may be given one opportunity
to be reassessed in a failed element through an equivalent element of reassessment.

Learning Outcomes

1 - Undertake a review and interpretation of key market sources

2 - Appreciate the different elements in developing a competent market analysis (SR)
3 - Select and apply frameworks of strategic marketing analysis in a current market sector or
in a current market context
4 - Conduct a secondary-based study into a specific marketing context (SR)
5 - Use a range of analytical tools to demonstrate market decisions and approach for some
specific organizations in that market sector / context (SR)
6 - Present a coherent, well-sourced and clear interpretation of the market situation with
conclusions and realistic recommendations (SR)
7 - Draw out the most critical management implications for current and future organization(s)
or customer(s) or other stakeholder(s) (SR)
8 - Gather, organize and select material from a range of different sources and show
discrimination in terms of the reliability of such information (non-SR)
9 - Initiate, develop and implement an independently planned programme of research (non-
SR)

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