UNIVERSITY OF ROEHAMPTON BUSINESS

SCHOOL
DIRECTOR: Professor Sharon Mavin
QAHE
Executive Dean
Dr. Tim Harris

University of Roehampton, Holborn

St James House
10 Rosebery Avenue
London EC1 4TF
Tel: 020 7 656 2407 (switchboard)
www.roehampton.ac.uk

Academic Year: 2015-2016

MODULE CODE: QAB020C460H
MODULE TITLE: Marketing and Enterprise
MODULE CONVENER: Tania Predelina
Email: tatiana.predelina@qa.com
Office Rosebery

Room: Faculty

ASSESSMENT DETAILS
Formative Coursework
Assignment One: 750 words essay in preparation for Summative
Assignment. Due
date by 2pm on 27/07/2016.
Assignment Two: Online Quiz. Due date: by 1pm on 26/08/2016.
Target feedback date: Week 13.
Summative Coursework:
Assignment One: 1,500 Essay carrying 100% of module marks. Due
date: by 2pm on 19/08/2016. Target feedback date: Week 11.

Staff Availability outside Classroom Hours

Tania Predelina: Tuesday and Thursday, 17:00 17:45 faculty office.
It is preferred that students email to arrange an appointment.
Emails

Staff will aim to respond to emails within 48 hours

Learning Compact
For all taught modules Roehampton requires a learning compact with
responsibilities for tutors and students. This sets out general rights and
responsibilities.
1.

2.

3.

The module convener will issue every student enrolling on that module
with a booklet describing the nature and demands of the module,
including:

a calendar of all classes involved in the module and a weekby-week list of the topics to be covered by the modules;

a list of required preparation for each week;

a description of the assessment criteria to be used during the

module;

a statement of the nature, pattern and timing of the

assessment;

a list of the dates by which all assignments must be submitted

and details of the process for doing this;

a list of the dates by which each assignment will be returned

to the students and details of the process for doing this.

A register will be kept of attendance to

Support students
Comply with UKVI
Students are expected to:

participate fully in the learning process;

attend all classes and arranged tutorials;

provide Student Services with an explanation of enforced

absences;

hand all coursework assignments in on time (Via Turnitin on

Moodle) in accordance with published procedures;

attend all examinations at the published time and venue;

complete 100 hours of study (including assessed work and

timetabled activities) for each 10-credit module (200 hours for 20
credits, 300 hours for 30 credits, 400 hours for 40 credits);

regularly check their communication channels (e.g. StudyZone

Moodle, university e-mails);

up-date their records through Student Services

MODULE RATIONALE
This module is designed to introduce students to the fundamental principles of
marketing using simulated small enterprise activities as the context for learning
and problem solving. The module will cover elementary marketing research, the
development and launch of products and services, and rudimentary marketing
communications, pricing and distribution decisions.
The module acts as a foundation for the Enterprise, Marketing and Retail
Management Pathways within the general Business Management degree and for
the Marketing and Business Management (Retail Management and Marketing)
named degrees.
LEARNING OUTCOMES
Students who successfully complete this module will be able to:
1.
define and appreciate the importance of the marketing concept to small
businesses;
2.
understand problems faced by small business with limited resources
operating in competitive markets
3.
evaluate elementary marketing research techniques
4.
generate ideas for new products or services and assess their commercial
potential in a small business context
5.
understand the role of pricing decisions in generating income and as a
strategic marketing tool
7.
appreciate the range of distribution channels available to small scale
enterprises
8.
demonstrate the ability to integrate the four main elements of the
marketing mix by planning a coherent small scale marketing strategy
10.
use skills needed for research, analysis and communication effectively as an
individual and as a member of a team.
TEACHING PROGRAMME (please note this is indicative topics may
change)
Week Date
(w/c)

Summer Term
Lecture

1
2

20 June 16 Induction
27 June 16 Introduction to the
Module, Defining
Marketing and
Entrepreneurship
4 July 16 Creativity, New
Product
Development and
the Marketing Mix
11 July
A session with our
16
Learning Advisor and
our subject Librarian

Reading
Seminars

Induction
Inventions,
Innovation
and
Value Creation
Product
Seminar

The nature of
Entrepreneurs
hip
&

Baines & Fill Ch1,

8

Baines & Fill Ch8

Consult Moodle

Week Date
(w/c)

Summer Term
Lecture

Reading
Seminars

The Start-Up
of You (1)
5

18 July
16

The Marketing Mix

(Extended Version)

4Ps Seminar

Baines & Fill Ch812

25 July
16

Segmentation,
Targeting and
Positioning

Review of
Formative
Assignment

Baines & Fill Ch6

1 Aug 16

Networks, Social
Capital and Digital
Marketing

8 Aug 16

Researching Markets
for Entrepreneurs

15 Aug
16

EntrepreneursChallenges for the

Start-Up Business

10

22 Aug
16

Formative Assignment 1 due date: 27/07/2016

The Start-Up
of You (2) :
Social Media
and
Networking
Secondary
Research
Seminar
Early Stage
Enterprises:
Taking
Businesses to
the next level

Baines & Fill Ch14

Baines & Fill Ch3

Burns, Ch 6, 7, 9,
10
plus Consult
Moodle

Summative Assignment due date: 19/08/2016

Building a Brand

The Start-Up
of You (3):
Building a
Personal
Brand

Baines & Fill Ch13

Formative Assignment 2 due date: 26/08/2016

11

29 Aug
16

Services Marketing
&
Relationship
Marketing

Relationship
Marketing
Seminar

Baines & Fill

Ch13, 14, 15
plus consult
Moodle

ASSESSMENT
There will be three parts to this assignment. Firstly there will be two formative
elements and one summative element.
Formative Element 1 (week 6)
Due Date: 2pm on 27/07/2016
There will be an unmarked formative element to this assessment. It is designed to
assist you in the preparation of the summative assignment. It requires you to write
an essay and explore how academic literature is reviewed and critical analysis is
carried out.
Formative Element 2 (week 10)

There will also be an online quiz which all students must take no later than
26/08/2016. Further details will be released in week 8.
Summative assignment 1
Due Date: 2pm on 19/08/2016
Word Count: 1,500 words through TURNITIN no hard copies to be submitted
The essay counts for 100% of the overall marks for the module. It is designed to
enable students to demonstrate that they are achieving learning outcomes 1, 2, 3,
4, 5, 6, 7, 8, 9 and 10 these can be found in the module handbook.

The essay will be marked on the following factors:

Introduction and proper focus

Use of Theory

Use of Examples

Level of critique

Conclusion

Bibliography

Structure and Presentation

10%
20%
20%
20%
10%
10%
10%

Title:

You have recently be appointed as a marketing consultant and your first

project is to advise a soft drinks manufacturer.
Please set out the advantages and disadvantages of using television
advertising. Use examples to support your arguments.
FEEDBACK
1. Tutors will provide feedback within 20 working days from the hand-in date.
2. Feedback information will be via TurnItIn in the form of a structured rubric,
text comments and overall comments.

Assignment Submissions

All submission of coursework will be online via Turnitin on the module's

Moodle site. These must be submitted via Turnitin on the module's Moodle
site. They must be submitted as a Word file (not as a pdf) and must not
include scanned in text or text boxes. They must be submitted by 2pm on
the given date. Students must take responsibility to check they have
submitted their work correctly to avoid a late work penalty:o The submission process MUST be completed before 2pm as Turnitin
will count any work submitted at 2pm as late
o The correct assessment has been uploaded to the correct moodle
site.
o Students must make sure they have received a receipt for their
submission to confirm it has been successfully uploaded before the
deadline. If they have not received a receipt they should check with
the Module Tutor/Convenor to see if their assignment has been
received. If it has not, then a late work penalty may be imposed.

Where technical problems occur with Turnitin across the University,

students will be contacted to inform them of any special
arrangements that have been put in place to mitigate any impact.
Please remember if you submit a draft copy of your work via Turnitin before
the due date and time, and you then try and submit a revised copy after the
deadline, Turnitin will not accept this. It is extremely important that you
submit your final piece of work on time. Remember too that it can take 24
hours to get your Similarity Index report back from Turnitin, so do take this
into account when planning your work.
Never hand assignments to tutors or submit by email or fax.
If you do not meet this 2pm deadline and you have mitigating
circumstances, you will need to follow the Mitigating Circumstances
procedures and provide the necessary documentary evidence. If the
mitigating circumstances are accepted, the mark will be entered on to the
grade sheet without penalty. If the mitigating circumstances are rejected,
or there are no mitigating circumstances to consider, the mark will be
penalised as described below.
Work submitted up to seven calendar days after the deadline will be
marked, and feedback will be provided in the normal way. However, the
formal mark for the piece of work which goes forward to the gradesheet will
be capped at a bare pass (40%). Work submitted more than seven calendar
days after the deadline will not be marked and the formal mark for the
piece of work which goes forward to the gradesheet will be zero. No work
will be considered if it is handed in after the lecturer has marked and
returned the feedback to students.
Failure to attend any in-class test or exam will be treated as a nonsubmission.
Computer/printer failure will not be accepted as a reason for late
submission.
You should save a copy of your submitted coursework. You are advised to
keep notes and a back-up file when working on any assignment.
Coursework marks / feedback will be supplied by tutors on the date shown
in the module booklet.
Each assignment is allocated a word limit. Students need to state the word
count at the end of the assignment and on the assignment coversheet. 10%
over the stated word count is permitted without penalty. If students go
beyond this, then there is a penalty of 5 marks for every additional 10%
beyond the word count with a maximum of a 15 mark penalty reduction.
There is no specific penalty for submitting a piece which is below the word
count, but please note that shorter submissions are likely to attract poorer
grades, particularly where they lack the necessary depth of analysis.
o

The module lecturers aim to provide all students with advice and guidance in the
preparation of coursework and may comment on outlines or plans submitted, but
will not predict the final assessment. Their role is not to read or comment on fully
written essays/assignments prior to submission or give any indication of the likely
awarding mark. For further general details on coursework preparation refer to the
online information via StudentZone
http://studentzone.roehampton.ac.uk/howtostudy/index.html. When the work is
returned and assessed, a student will receive full formal written feedback with the
opportunity to seek a tutorial for further clarification, if necessary.

The university subscribes to Turnitin Software. This is an online

plagiarism detection service that enables electronic comparison of
students work against Internet sources and other students' work held
on the Turnitin UK database. It is available to both staff and students via
Moodle. Students can access it as a learning tool via the Moodle Student
Support site. More details can be found on the Academic Skills
Development module on Moodle.
Please be aware that every submission will be scanned for plagiarism using
this software, so ensure that you are aware of what constitutes plagiarism and how
to avoid it. If you are in any doubt about submission requirements or whether your
work could be considered as plagiarised, please contact your module tutor before
the hand-in date for clarification.
WORD COUNT
Students need to state the word count at the end of the assignment. 10% over the
stated word count is permitted without penalty. If students go beyond this, then
there is a penalty of 5 marks for every additional 10% beyond the word count.
The word count includes the Abstract or Executive Summary and all in-text
citations. The word count excludes the Bibliography and Appendices. Please note
that Appendices should only include supplementary information. There is no
specific penalty for submitting a piece which is below the word count, but please
note that shorter submissions are likely to attract poorer grades, particularly
where they lack the necessary depth of analysis.
READING LIST:
Essential Texts:
Baines and Fill (2014) Marketing, Oxford University Press
Blythe, J. (2012) (5th ed) Essentials of Marketing. FT: Pearson Education
Kotler, P. and Armstrong G. (2015) Principles of Marketing. Pearson
Stokes, D. and Wilson, N. (2010) (6th ed.) Small Business Management and
Entrepreneurship. Thompson: London
Young, James (2011) A technique for producing ideas. Think ink media
Hoffman, R. and Casnocha, B. (2013) Startup of you: Adapt to the Future, Invest in
Yourself, and Transform Your Career. Random House Business books
Fill, Chris (2013) Marketing Communications: Brands, experiences and
Participation, Pearson
More essential Texts:
Burns, P. (2011) Entrepreneurship and Small Businesses: Start-up, Growth and
Maturity. Palgrave MacMillan
Craven, R (2010) Startups Bright Marketing for Your Business: Marketing for Small
Business Made Easy. Crimson Publishing
Levinson, J.C. (2007) Guerilla Marketing, Easy and Inexpensive Strategies for
Making Big Profits from Your Small Business. New York: Entrepreneur Magazine
Publications
Lilly, C. J. (2006) The Start-Up Survival Guide. Harlow: Prentice Hall

Marshall, T. (2010) Small Business Internet Marketing: Ideas & Solutions for
Advertising Small Businesses Online: the Sales Lead Generation Bible.
CreateSpace
Palmer, A. (2006) Principles of Services Marketing. London: McGraw-Hill
Sheedy.M (2010) The Small Business Success Guide. Wrightbooks
Stasch, S. (2010) Creating a Successful Marketing Strategy for Your Small New
Business. Praeger
Other resources:
Indicative Web Sites - You will find these sites useful to help you improve your skills
but also as good resources to understand the theory behind the concepts you are
learning. Be sure to bring theory and practical examples into your report (and cite from
books and websites) to show you have engaged with understanding the concepts of the
module.
http://www.thedrum.com/
http://www.bbc.co.uk/news/business/
http://www.economist.com/
http://www.ft.com/home/uk
http://www.smallbusiness.co.uk/
http://www.fsb.org.uk/
Resource Lists
Please see the StudyZone Moodle site for a complete resource list for this module.
Or type the module name into http://resourcelists.roehampton.ac.uk/index.html
Please see the Moodle site for a complete resource list; this is an online version of
the reading list.