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Curricular information is subject to change
Specific Objectives of this course are:
1. To develop an understanding of what marketing is and the elements involved
2. To equip students to make relevant and useful contributions to understanding customers, differentiating and positioning the company, and pricing products and services in biotechnology organisations
3. To understand different elements of the marketing mix and how they can be combined to good effect
4. To explore the role and effect of marketing in case study contexts
5. To gain practical experience in designing a marketing plan
Please refer to Module Outline on Brightspace for details
Student Effort Type | Hours |
---|---|
Lectures | 200 |
Total | 200 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Assignment: Case memos (Discuss and address case assignment questions) | Unspecified | n/a | Graded | No | 40 |
Attendance: Individual class participation (Attendance and contributions to class discussions) | Throughout the Trimester | n/a | Graded | No | 10 |
Group Project: Group presentations and written reports of the marketing plan of a biotechnology company | Coursework (End of Trimester) | n/a | Graded | No | 50 |
Remediation Type | Remediation Timing |
---|---|
In-Module Resit | Prior to relevant Programme Exam Board |
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
Students will receive feedback on their group projects and reports.