Core Module Information
Module title: Marketing Management in Practice

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT10103
Module leader: Jamie Thompson
School The Business School
Subject area group: Marketing


Description of module content:

This module uses a computer-based simulation which simulates working in a marketing department for a large organisation. You are expected to work in teams to make marketing decisions such as designing new products, setting prices, and deciding your marketing channels etc. You are also expected to utilise theoretical frameworks and models to explain your decisions and this is assessed within the individual marketing plan.

Learning Outcomes for module:

LO1: Identify and evaluate marketing issues within a simulation.
LO2: Critically analyse and evaluate information using appropriate analytical techniques and marketing models.
LO3: Develop group working skills by collaborating with teammates on an organisational strategy that will lead to a profitable organisation.
LO4: Make appropriate decisions based on critical reflection of the available data.
LO5: Demonstrate the ability to analyse future trends and projections and translate this into a strategic marketing plan.

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Jamie Thompson
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This is a practically based marketing management module which draws on all previous theoretical modules you have used throughout your time at university. You will be expected to apply theories and frameworks whilst working in teams to make simulated marketing decisions. The simulation is a computer-based "game" where you run your own company and compete against the other teams. The formal lectures are used to set up the teams, explain the mechanisms for assessment, how to operate the simulation, to revise appropriate theory, and to prepare and give feedback on assignments.

Other tutorial sessions are computer laboratory-based where you work in teams to analyse
and evaluate the company situation, your decisions from the previous round, and then enter your new decisions (LO 1, 2, 3, & 4). You are also expected to undertake analysis of the information outside tutorial time in preparation for a final individual assessment (LO 5)

Formative Assessment:
Each tutorial session you will input decisions into the marketing simulation software. The simulation will give you results based on the data you have inserted. This will show your team how well your company has performed based on your analysis of the external market and internal capacity of your company. Strong results will indicate a solid
understanding of the simulation while poorer results will indicate that you need to understand the market better before carrying out your assessments.

Summative Assessment:
Assessment 1 (40%): Halfway through the simulation you will be expected to present as a group your current company performance and critically reflect on your past decisions. You will evaluate your collaborative team's profitability and strategy within the simulation (LO 1, 2, 3).

Assessment 2 (60%): An individual marketing report. In this report, you will reflect on the simulation data as well as analyse trends and projections in order to make well-informed future decisions, culminating in a strategic marketing plan for the next years of your company (LO 4 & 5).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 10
Face To Face Groupwork (Scheduled) 14
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2,3 9 HOURS= 00.30, WORDS= 0
Report 60 4,5 13 , WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT10103 Marketing Management in Practice