Contents

1. Introduction to the Module............................................................................................................. 3

2. Contact Details for the Module Leader (and Teaching Team) ........................................................ 3
3. Module Aims.................................................................................................................................... 3
4. Learning Outcomes.......................................................................................................................... 3
5. Teaching and Learning Approach Adopted on the Module ............................................................ 4
6. How Aula will be used to Support this Module ............................................................................... 4
7. Teaching Weekly Scheduled Contact Time ..................................................................................... 5
8. Module Reading List ........................................................................................................................ 5
9. Assessments for this Module .......................................................................................................... 5
Coursework 1 Assignment Brief .......................................................................................................... 5
Coursework 2 Assignment Brief .......................................................................................................... 7
10. Marking Rubric (Marking Criteria) ................................................................................................ 10
Coursework 1 Marking Rubric........................................................................................................... 10
Coursework 2 Marking Rubric........................................................................................................... 10
11. APA Referencing............................................................................................................................ 10
12. Feedback of your Assessments ..................................................................................................... 10
13. Deferral/Referral Assessments ..................................................................................................... 10
14. Useful Resources for Support with your Module ......................................................................... 10
15. Extensions to Coursework Submissions ........................................................................................ 11
16. Important Dates ............................................................................................................................ 11

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1. Introduction to the Module
Welcome to M003LON Marketing in a Global Age at Coventry University London. I am looking forward
to getting to know you better as we work together on this module. Please read the information below
to get started on the module. This module is designed to give you a broad overview of Marketing.

Marketing is a fascinating subject, and one that is now indispensable in our lives. Almost every aspect
of modern life involves marketing - from mobile phones, health and fitness, planes, banks, leisure and
tourism to gaming and medicine. The world is rapidly shifting from analogue to digital. People are
consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop
computers at work, and more. Companies have to recognise that their marketing strategies need to
adapt fast.

2. Contact Details for the Module Leader (and Teaching Team)

Name of Module Leader E-mail Address Advice & Feedback Hour
(and Teaching Team) (Office Hour)
Dr Lin Su [email protected] TBC

3. Module Aims
This module aims to deepen your understanding of global marketing and its role within business, and
help you understand how to meet the needs of a range of stakeholders. After completing this module,
students will be able to: track and respond to complex and cross-cultural macro and micro-
environments; apply marketing strategies and concepts to multinational business environments;
assess the effectiveness of marketing, discuss new opportunities and challenges (e.g. globalisation,
digitalisation, and social responsibility) in affecting marketing management.

This module will facilitate students’ understanding of applied marketing. Whilst building on and
utilising basic knowledge of marketing literature, it seeks more to develop students’ critical analysis
and understanding of marketing in practice. It seeks less to impart theory or knowledge but more to
provide an environment in which advanced master’s students can exchange their ideas, experiences
and thoughts in order to build up critical understanding and appreciation of the value and limits of
marketing in practice.

4. Learning Outcomes
The intended learning outcomes are that on completion of this module the student should be able to
achieve the following learning outcomes:

LO1 Synthesise marketing theories, models and frameworks in the context of global markets.

LO2 Critically evaluate and apply theoretical knowledge to resolve contemporary marketing issues and
practical business problems.

LO3 Analyse dynamic marketing environments, and create multinational strategic options to
strengthen business acumen.

LO4 Create and appraise a marketing plan in support of marketing and organisational strategic
objectives.

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LO5 Critically assess the role of digitalisation and new technologies in fostering marketing
communications and performance.

5. Teaching and Learning Approach Adopted on the Module

All modules will be available to students’ on-campus and online, supported by a learning management
system, which directs their programme of study. All teaching, learning and assessment materials will
be available to both staff and students via the system in a consistent and user-friendly manner,
creating a flexible and inclusive learning environment.

Students will engage via a number of learning blocks in each module:

• Knowledge & Understanding; this block is concerned with the sharing of academic theory and
concepts to ensure students have mastered a critical appreciation of current and relevant
research in the subject area.
• Application; this block brings the knowledge and understanding ‘to life’ by relating it to
current practice. It takes a critical view of the theory and concepts as they are employed in
the workplace in order to encourage students to evaluate their significance and merit.
• Analysis & Problem Solving; this block requires students to develop and demonstrate their
analytical skills and present a rationale and strategic set of decisions, which identify risks and
generate a range of hypotheses to understand their cause and effect.

We aim to provide a transformative learning experience for all our students, providing them with
space for their personal development and encouraging them to become engaged and involved in their
academic areas of interest and the wider community.

Our principal pillars of transformative learning are interwoven and based upon:

• Research inspired teaching

• Embedded employability
• Creativity and enterprise
• Intercultural and international engagement
• Community contribution and responsibility
• Innovation and digital fluency

These support the pedagogical approaches taken by experts to engage and inspire our students,
providing relevance and excellence in their learning. In addition, they help us to address the following
themes: sustainability and social Responsibility, graduate Skills, flexible and personalised learning and
inclusive curriculum.

Research, innovation and digital fluency have a significant role in the success of the university’s core
objectives in delivering an excellent educational experience for all students. This approach creates rich
experiences and enhances the learning environment from course design to interactive student
learning.

6. How Aula will be used to Support this Module

The following will be published on Aula:
• Module guide,
• Reading list,
• Detail of assignments,

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 • Deadlines and dates for submissions,
• Lecture and learning notes,
• Additional papers and reading material.

Submission of assignments will also take place via Aula.

7. Teaching Weekly Scheduled Contact Time

The table below provides a schematic of the module, outlining the indicative content for each
session. Sessions are interactive and students are expected to participate and contribute to the class
discussions and debates.

Teaching Learning Journey Assessment and

Week Feedback
Week 1 Introduction to Marketing and Marketing Management
Week 2 Segmentation, Targeting and Positioning CW1 Briefing
Week 3 Buyer Behaviour Analysis CW1 Q&A
Week 4 Digital Marketing CW1 Q&A
Week 5 Branding Strategies CW1 Q&A
Week 6 Communicating Value CW1 Draft Feedback
Week 7 Marketing Plan CW1 Draft Feedback
Week 8 CW1 Submission CW1 Submission
Week 9 Services Marketing and Customer Experience Management CW2 Briefing
Week 10 Product and Pricing Strategy CW2 Q&A
Week 11 Marketing Channels CW2 Draft Feedback
(end of
the term)
Week 13 CW2 Submission
*The weekly planning is for reference and subject to change

8. Module Reading List

To access the full resource list for this module, enter M003LON in the search box that opens on
clicking the link below:
http://resourcelists.coventry.ac.uk/index.html

9. Assessments for this Module

Coursework 1 Assignment Brief
Assignment Title:

Group presentation: Marketing plan for [company X] – situation analysis

Submission Date and Time:

Week 8
Expected Return of Feedback and Marked Work:
14 days from submission

Assignment Weighting:

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5 Credits
Word Count:
15 – 20 minutes
View guidance on word limits for written assignments here

Learning Outcomes Assessed by this Assignment:

LO1 Synthesise marketing theories, models and frameworks in the context of global markets.
LO2 Critically evaluate and apply theoretical knowledge to resolve contemporary marketing issues
and practical business problems.
LO3 Analyse dynamic marketing environments, and create multinational strategic options to
strengthen business acumen.
LO4 Create and appraise a marketing plan in support of marketing and organisational strategic
objectives.
LO5 Critically assess the role of digitalisation and new technologies in fostering marketing
communications and performance.

Assignment Guidelines:

SOSTAC is one of the most popular models for developing a marketing plan for companies. This
assignment requires you to conduct a group presentation by focusing on the first stage of the
SOSTAC model – S (i.e. situation analysis). The situation analysis should provide a critical evaluation
of your organisation/market offering (product or service) by addressing the business environment,
and internal and external factors impacting the business.

Please chose one company and assess this company in the UK. Please note your marketing plan
must be UK focused. This plan should identify the current ways the company is generating value for
stakeholders in the UK.

Assignment Structure:

Cover page

Contents page – it provides an overview of the presentation

Introduction – provides the background of your chosen company, including the company’s mission,
vision and key values.

Main body – it should contain the following areas:

Situational analysis
The situation analysis should provide an overview of your organisation/market offering (product or
service) by addressing the business environment, and internal and external factors impacting the
business.

The situation analysis can be organised into the following sections:

• PESTEL
• SWOT

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 • STP – Helps brings to life who your existing customers are and who competitors are. A
perceptual map should be used to explain positioning.

Coursework 2 Assignment Brief

Assignment Title:

Individual report: Marketing plan for [CW1 company] – objectives, strategy, tactics, action, and
control
Submission Date and Time:

Week 13
Expected Return of Feedback and Marked Work:
14 days from submission

Assignment Weighting:

10 Credits
Word Count:
2,500 words including tables
View guidance on word limits for written assignments here

Learning Outcomes Assessed by this Assignment:

LO1 Synthesise marketing theories, models and frameworks in the context of global markets.
LO2 Critically evaluate and apply theoretical knowledge to resolve contemporary marketing issues
and practical business problems.
LO3 Analyse dynamic marketing environments, and create multinational strategic options to
strengthen business acumen.
LO4 Create and appraise a marketing plan in support of marketing and organisational strategic
objectives.
LO5 Critically assess the role of digitalisation and new technologies in fostering marketing
communications and performance.

Assignment Guidelines:

You have completed the situation analysis (S) in coursework 1, this assignment requires you to
continue to develop the marketing plan based on the SOSTAC model. You need to use the same
company you have chosen for coursework 1, produce an individual report that focuses on
developing objectives, strategy, tactics, action, and control (OSTAC). Please note your OSTAC
analysis should be linked to your situation analysis in coursework 1, and it must be UK focused.

You are required to write a marketing plan assessing the current marketing strategies of an existing
company. Please chose one company and assess this company in the UK. Please note your
marketing plan must be UK focused. This plan should identify the current ways the company is
generating value for stakeholders in the UK.

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The marketing plan should follow the SOSTAC model. It is vital that all students read and understand
the marking rubric.

Assignment Structure:

Cover page

Executive summary – limit to one page providing complete converge of each section of your
plan. The reader should be able to have a basic understanding of all aspects of your plan. The
summary assists the reader in understanding your plan.

Contents page – it includes all sections and sub-sections, it should also include the list of figures
and tables

Introduction

Main body – it should contain the following stages

Objectives

You are required to set two SMART objectives, these will derive from either:
a) your situational analysis
or
b) the company's annual report or it’s website

Strategy

This stage requires you to assesse the current strategies which relate to the SMART objectives you
have just derived.

A marketing strategy is a broad directional statement that describes how marketing objectives will
be accomplished. Within our marketing plan, the marketing strategies represent a first overview
of various marketing tools and how they will be used to achieve the marketing objectives.

You are expected to apply Ansoff Matrix as the marketing strategic framework here.

Tactics

Tactics cover the specific tools of the marketing mix (7P’s) that you plan to use to realise the
objectives of your marketing plan. This section of a marketing plan relates to putting the strategy
into action (step by step) you would be going into a lot more detail for each tactic.

To help achieve the objectives above, use the 7P’s of the marketing mix to focus on the key
attributes to be considered by Company X in order to meet your objectives. In addition, you need
to include internal marketing in this section in order to demonstrate how this marketing plan can
be promoted within the organisation.

Action

The action section covers what needs to be achieved for each of the tactics listed in the previous
section of the SOSTAC plan to realise the objectives of your marketing plan.

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Please use a Gantt Chart to help explain the actions as part of the strategy and tactics.

Control

The final stage is to layout how you plan to monitor and measure your performance based on the
objective set at stage 2. The tactics have been considered and your control section is providing you
with a series of dashboards tailored for each tactic.

Look to set the KPI's per tactic that tie back into the objectives set and set up a weekly/monthly set
of monitoring dashboards to ensure you are on track to meet the objectives set.

Conclusion – it should be the summary of your key findings and recommendations.

References – Make sure you follow APA style.

Layout
Your work should be word processed in accordance with the following:
• Font style, Arial or Times New Roman, font size 12
• 1.5 line spacing.
• The page orientation should be ‘portrait’
• Margins on both sides of the page should be no less than 2.5 cm
• Pages should be numbered
• Your student number should be included on every page.

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10. Marking Rubric (Marking Criteria)
Coursework 1 Marking Rubric
Please refer to the Aula page

Coursework 2 Marking Rubric

Please refer to the Aula page

11. APA Referencing

As part of your study you will be involved in carrying out research and using this when writing up your
coursework. Turnitin includes a plagiarism detection system and lecturers are experienced enough to
recognise plagiarism when it occurs.

To avoid academic misconduct and plagiarism remember it is not acceptable to reproduce another
source without acknowledging it in your assessment. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the work you have used. If you need help
putting your references into the correct style, you might like to start with the APA Referencing: A
Guide for Students, which can be found here. The Academic Support Unit also offers workshops on
APA referencing and can be booked here.

12. Feedback of your Assessments

You can normally expect to have marked coursework returned to you via Aula within two weeks.
Provisional marks and feedback can be provided online/in class/face to face. Your marks will be
formally approved once an external examiner has completed their review and a Subject Assessment
Board has ratified the results.

13. Deferral/Referral Assessments

Semester A referred/deferred coursework will be published on Aula
Semester A referred/deferred coursework will be published on Aula

The submission date for all referred/deferred work is: TBC

Referral/Deferral exam period will be from: TBC

14. Useful Resources for Support with your Module

The Academic Support Unit provides Spotlight workshops focused on all areas of your learning to
provide you with the skills and confidence needed to succeed in your academic and professional
career. Workshops are one hour, interactive classroom sessions, which are run repeatedly throughout
the term. Workshops are delivered by our professional and academic staff according to area of
expertise. The Spotlight team can also run sessions on request for small groups, at a time that suits
you and colleagues.

The majority of information relevant to you while you study at the University has been brought
together into your course handbook. Please refer to your course handbook for any further
information you might require including:

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 • How to submit assignments,
• Deadlines and extenuating circumstances
• Plagiarism and referencing
• Who to go to for advice or if you are concerned
• How to provide us with feedback
• Key administrative procedures
• Student support and welfare
• Library

15. Extensions to Coursework Submissions

If you fail to submit by the specified deadline, you will get a mark of zero (0) unless you have an
authorised extension or deferral. The University wants you to do your best. We know however that
sometimes events happen and you may not be able to submit your coursework by the deadline. We
will try to help you in these situations. It is important that you follow the extenuating circumstances
procedure outlined in the Registry web pages. You should contact Registry as early as possible and
before the deadline, so that we can assist you.

You will find information about the process and what is or is not considered to be an event beyond
your control here.

See Course Handbook for more information.

16. Important Dates

Week 8 – CW1 Submission
Week 13 – CW2 Submission

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