MBA T2 MKT Course Handbook JUN 2011

8/4/2019 MBA T2 MKT Course Handbook JUN 2011

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College of Technology LondonLondonLondonLondon

CTL

College of TechnologyLondon6&

2010 Univerity of Wales Lampeter and College of Technology LondonLondonLondonLondonUnauthorised reproduction of this document is not permitted. www.ctlondon.ac.uk (v.0210)

Master of Business AdministrationCOURSE HANDBOOK June 2011 Intake

TERM 2: MARKETING MBA

CONTENTS

1. MBA Course Structure ............................................................................................................................. 2

2. UWL MBA Regulations ............................................................................................................................ 3

3. Assessment Schedule ............................................................................................................................. 6

4. Research Methodology ............................................................................................................................ 7

5. Consumer Behaviour ............................................................................................................................. 14

6. Global Marketing ................................................................................................................................... 18

7. Integrated Marketing Communications .................................................................................................. 22

8. Marketing Project ................................................................................................................................... 27

9. Strategic Management .......................................................................................................................... 38


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College of Technology London Page 2

MBACOURSE STRUCTURE

TERM 1:

Core Modules (60 Credits)

SBMA7000 Financial ManagementSBMA7001 Human Resource ManagementSBMA7002 Marketing ManagementSBMA7006 Research MethodologySBMA7004 Individuals in OrganisationsSBMA7005 Organisational Behaviour

TERM 2:Core Modules (20 Credits) + Pathway Modules (40 Credits)

Core Modules

SBMA7006 Research Methodology (10 Credits)SBMA7003 Strategic Management (10 Credits)

1. Marketing

SBMA7015 Consumer BehaviourSBMA7016 Global MarketingSBMA7017 Integrated MarketingCommunications

SBMA7018 Marketing Project

2. Information Management

SBMA7023 Management Information SystemsSBMA7024 Business Decision MakingSBMA7025 E-Business StrategySBMA7026 Information Management Project

3. Human Resource Management

SBMA7011 Managing Diversity & Development

SBMA7012 International HRMSBMA7013 Managing Performance & RewardSBMA7014 HRM Project

4. Entrepreneurship

SBMA7019 Defining EntrepreneurshipSBMA7020 Growing and Managing EntrepreneurialOrganisationsSBMA7021 Innovation

SBMA7022 Entrepreneurship Project

5. Banking and FinanceSBMA7034 Bank Financial ManagementSBMA7035 Corporate FinanceSBMA7036 International Financial MarketsSBMA7037 Banking and Finance Project

6. Tourism Management

SBMA7027 Tourism ContextsSBMA7028 Project ManagementSBMA7029 eCommerce

7. Information Security Management

SBMA7023 Management Information SystemsSBMA7038 Information Security for ManagersSBMA7039 Ethical Issues in InformationCommunicationsSBMA7040 Computer Forensics

TERM 3:SBMA7049 Dissertation (60 Credits)

Note: Pathways are offered subject to minimum demand


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1.GOOD PRACTICE IN ASSIGNMENT WRITING

Before starting to look specifically at the assignment(s) for a module you will:

Attend the lecture and classroom sessions Read, understand and assimilate the course material

Read around the topic, firstly using any core texts and then using various academic sources(increasingly academic papers at levels 5, 6 and 7) Undertake any follow-up activities suggested by the lecturer, and complete any formative

assessment activities that have been provided Discuss topics from the module within class workshops and seminars, and possibly with small,

informal student groups

Look carefully at the assignment brief. Think about exactly:

What is the topic of the assignment? What does the brief expect you to do? If you are uncertain check the meaning with the module

lecturer. Consult the marking criteria for the distribution of marks

What are the parameters word limits, submission deadlines etc.? Are there specific requirements in terms of format, use of empirical data, reference to particular

academic (or other) information sources?

Stages in constructing an assignment:

Collect together relevant information from various sources take notes in your own words, jot downshort quotations that you might use verbatim, make an accurate record of the source of all items ofinformation with precise bibliographic references

Plan what you want to say to answer the assignment brief you might use mind-mapping to connectinformation/concepts/ examples/theory together. Develop a structure/framework (perhaps headingsand subheadings if a report)

Start writing if you have a planned structure you can start writing anywhere and then gradually fill

out the different sections, although some people like to write from the beginning to the end. As you write make sure all information, ideas, concepts, theories etc. are correctly referenced Make sure your writing engaged with the hierarchy of process

1. Knowledge2. Manipulation3. Application4. Analysis5. Synthesis6. Evaluation

Purely describing situations and theories is only reaching level one. You must show by using criticalwriting and logical thinking they you have higher level skills. The higher the level of study the higher

up this sequence your approach should sit. Correct and re-correct your writing. Read through from the beginning several times, check back that

it answers the question in a logical and critical way. Check for spelling and grammar. Check forappropriateness and consistency of style and presentation.

Check that all information is referenced both in the text, and in a bibliography. Check that thisformatting of this referencing is appropriate and consistent (Harvard system)

Check that you have answered the assignment brief, and addressed each of the marking criteria. Check your writing against the published criteria for different grade bands (see programme

handbook)

Mistakes to avoid:

Using too many quotations. Quotations should only be used occasionally when the way in which

the original author has said something is crucial to what you want to say; in all other situationsquotations are not necessary. If you want to include case study details and/or bibliographic detailsthese can be copied from a good source, or sources, and should be included as appendices with thesource clearly indicated.


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College of Technology London

3.ASSESSMENT SCHEDULE

Weightage DueSubmission

TypeWeight

1 SBMA7003-L Strategic Management 100% 24-Aug-11 OTS

2 SBMA7006-L Research Methodology 70%

Critical Review of

Research Paper

6th July 2011

OTS 30%

3 SBMA7015-L Consumer Behaviour 100%

4 SBMA7016-L Global Marketing 100%

5 SBMA7017-L Integrated Marketing Communications 100%

6 SBMA7018-L Marketing Project

Proposal

28th Jun 2011 EMS100%

Module Code Module name

MBA - Term 2 - Marketing - Assessment Schedule

SUMMER INTAKE (June 2011)

Assignment 1S. No.

OTS - Turn-it-in submission. Turnitin Tutorial For Students available under Unfair Practice category on the Stu

EMS - Email submission. Please email the assignment soft-copy to [email protected] by 4:00 pm of

Refer to the Students Resources Portal (http://resources.ctlondon.ac.uk) for the detailed Submission Type Instr

Please note: the Exams Office will not accept any of the assignments submited beyond 4:00pm of the submissioProposals.


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Research Methodology


A.MODULE SUMMARY

Module Code and Title: Research Methodology

Code: SBMA7006 Level: M (7)

Credits: 20 Terms Taught: 1 & 2

Assessments: Critical Review (4000 words) 70%One Presentation (10 minutes) 30%

Teaching Methods: Lectures 10%, Seminars 5%, Directed Learning 85%

Pre-requisites: None Co-requisites: None

Taught in the medium ofWelsh:

No Incompatibles: None

Number ofLectures/workshops per

week:2 hours Contact Hours: 20 hours

Aim(s): To introduce students to quantitative and qualitativeresearch methods and to equip them with the skills andknowledge necessary to embark on a small-scale researchproject.

Learning Outcomes: By the end of the sessions students should be able to:

Identify, design, apply and critically evaluate appropriatemethodologies for small-scale research projects;

Critically analyse and interpret qualitative and quantitativedata and present findings.


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B.MODULE DESCRIPTION

This module will examine a number of themes:

Introduction to research finding a topic, academic research, needs identification,programme evaluation.

Sources of data and information such as archive material information; censuses of populationand employment; secondary sources of data; on-line and off-line data bases; electronicresources such as mintel and uk data archive; writing a literature review.

Approaches to research and project design the philosophical underpinning of research (e.g.Positivism, structuralism, reflexivity, phenomenology) and their application within the researchmethodology; qualitative and quantitative research; writing a research proposal.

Ethical considerations the rights of participants, honesty and integrity, informed consent anddata protection.

Defining a research population, the aims of sampling and the development of appropriatesample frames. Probability and non-probability sampling methods including convenience,

purposive, quota, random, systematic, stratified and cluster sampling strategies. Methods and applications of qualitative and quantitative data collection methods including

observational techniques (participant, non-participant), survey (mail questionnaire, personalsurvey, web based surveys), interviews, focus groups, textual analysis. The use oftriangulation within data collection.

Questionnaire and interview design / implementation question wording and format,presentation, advantages and disadvantages of forms of administration (personal, mail,telephone).

Data preparation and analysis coding schemes and devices, use of data analysis packagessuch as spss and the application of parametric and non-parametric tests;

Writing up the research reviewing literary sources, a study of methods of and formats for

the interpretation, presentation and discussion of research findings.

Assessment will be formative through questioning and task setting during learning sessions and held inTerm 2.

Critical Review of 4000 words 70%,

One presentation (10 minutes) 30%

C.LECTURE SCHEDULEThere will be one teaching session per week over two terms for this 20-credit module.

TERM 1

Week 1

Introduction to research

Week 2

Academic research, needs identification, programme evaluation

Week 3

Reflexivity in Research

Week 4

Research Ethics

Week 5

Reviewing the Literature


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Week 6

Identifying Research Questions

Week 7

Selecting research methods and planning a research project

Week 8

Writing a research proposalWeek 9

Writing and presenting research findings

Week 10

Reviewing the Research Process

TERM 2

Week 1

Introduction to Qualitative and Quantitative Approaches

Week 2

Qualitative Research Designs

Week 3

Interviewing Techniques

Week 4

Participant Observation

Week 5

Qualitative Analysis and Interpretation

Week 6

Statistical Analysis Principles and Probability

Week 7

Sampling Methods and the Normal Distribution

Week 8

Fundamentals of Hypothesis Testing

Week 9

Regression Analysis and Correlation Analysis

Week 10

Student presentations

Week 11

Student presentations (if additional time is needed)

D.REFERENCES

Main recommended texts

Prescribed:

Saunders, M. N. K., Thornhill, A., Lewis, P., (2009) Research Methods for Business Students. 5 ed.London: Pitman.

There are many research methods texts available in the library and elsewhere. A few that thetutor has found particularly helpful include the following:


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Bernard, H R (2002) Research methods in anthropology: Qualitative and quantitative approaches. 3rdEdition. Oxford: Alta Mira Press.

Gill J & Johnson P (1997) Research methods of managers. 2nd Edition. Paul Chapman Publishing Ltd.

Grix, Jonathan. (2004) The Foundations of research. Basingstoke: Palgrave Macmillan.

Sarantakos S. (1993) Social research. The Macmillan Press Ltd.Sieber, J.E. (1992) Planning ethically responsible research: A guide for students and internal reviewboards. Newbury Park: Sage.

Essential

Davies, M. Doing a successful research project, New York: Palgrave Macmillan, 2007.

Easterby-Smith, M. Management Research: An Introduction, London: Sage Publications, 2002.

Grix, J. The Foundations of Research, Houndmills: Palgrave Macmillan. 2004.

Maylor, H. and Blackmon, K. Researching Business and Management, Basingstoke: PalgraveMacmillan, 2005.

Recommended

Anderson, T. and Kanuka, H. E-Research: Methods, Strategies and Issues, London: Allyn and Bacon,2006.

Bell, J. Doing your Research Project (4th Ed.), Maidenhead: Open University Press, 2005.

Bernard, H.R. Research methods in anthropology: Qualitative and quantitative approaches (3rd Edition),Oxford: Alta Mira Press, 2002.

Blaxter, L., Hughes, C. and Tight, M. How to Research. Buckingham: Open University Press, 1996.

Bryman, A. Social Research Methods, Oxford: Oxford University Press, 2008.

Bryman, A. and Bell, E. Business Research Methods, Oxford: Oxford University Press, 2007.

Burton, D. (ed), Research Training for Social Scientists. London: Sage, 2000.

Byrne D. Interpreting Quantitative Data. London: Sage. 2002.

Campbell, A. and Groundwater-Smith, S. An Ethical Approach to Practitioner Research. London:Routledge. 2007.

Clegg, F. Simple Statistics, Cambridge: Cambridge University Press, 1990.

Creswell, J. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, London: SagePublications, 2008.

Denscombe, M. The Good Research Guide. Buckingham: Open University Press. 1998.

Field, A. Discovering Statistics Using SPSS for Windows (3rd Ed.), Sage, 2009.

Glasser, B.G., & Strauss, A.L. The Discovery of Grounded Theory: Strategies for Qualitative ResearchNew York: Aldine, 1967.

Gregory, I. Ethics in Research, London: Continuum, 2003.

Grills, S. (ed.) Doing Ethnographic Research: Fieldwork settings, Thousand Oaks: Sage, 1988.

Hammersley, M. (ed) Social Research: Philosophy, Politics and Practice, London: Sage, 1993.

Hanley, B. Research as Empowerment? Report of a series of seminars organised by the Toronto Group.York: Joseph Rowntree Foundation. 2005

Hart, C. Doing a Literature Review. London: Sage. 1988.

Jupp, V. (Ed.). The SAGE Dictionary of Social Research Methods, London: SAGE publications, 2006.

Kimmel A.J. Ethics and Values in Applied Social Research, Newbury Park, CA: Sage. 1988.Kindon, S., Pain, R. and Kesby, M. Participatory Action Research Approaches and Methods, London:Routledge. 2007.


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Kane, E. and O'Reilly-De Brn, M. Doing Your Own Research, London: Marion Boyars, 2001.

Kinnear, P.R. and Gray, C.D. SPSS for Windows Made Simple Release 10, Hove: Psychology Press,2000.

Krippendorff, K. Content Analysis, Thousand Oaks, California: Sage, 2004.

McNiff, J. and Whitehead, J. Action Research, London: Sage, 2006.

Oppenheim, A.N. Questionnaire Design and Attitude Measurement, London: Continuum, 2000.

Pallant, J. SPSS Survival Manual (3rd Ed.), Maidenhead: Open University Press, 2007.

Rowntree, D. Statistics Without Tears: An Introduction for Non-Mathematicians, London: Penguin, 1991.

Sapsford, R. and Jupp, V. Data Collection and Analysis, London: Sage, 2006.

Saunders, M. et al Research Methods for Business Students, Harlow: Prentice Hall, 2006.

Schostak, J. and Schostak, J. Radical research: Designing, developing and writing research to make adifference, 2008.

In addition, some seminars will require students to read academic research papers, which will bedistributed at least a week in advance.

Additional reading

Ackrill J L (1973) Aristotles ethics, London, Faber & Faber

Aristotle (1972) Nicomachean ethics (Sir D Ross, Trans.) London, Oxford Univ. Press

Audi K (1991) Practical Reasoning, London Routledge & Kegan Paul

Babbie E (2000) The practice of social research, Belmont, Calif: Wadsworth

Bell J (1999) Doing your research project, 3rd edition, Buckingham: Open University Press

Blaxter C H & Tight M (2003) How to research, 2nd edition, Buckingham: Open University Press

Bryman A (2004) Social research methods, 2nd edition, Oxford: Oxford University Press

Byrne D (2002) Interpreting quantitative data. London: Sage.

Gash S (2000) Effective literature searching for research, 2nd edition, Gower

Gorman G E & Clayton P (1997) Qualitative Research for the Information Professional, London: TheLibrary Association

Hart C (1998) Doing a literature review: releasing the social science imagination, London: Sage

May T (2000) Social Research: Issues, Methods and Process. Buckingham, Open University Press,Chapter 2

McNiff J (2002) Action research: principles and practice, London Routledge Falmer

Moore N (2000) How to do research, 3rd edition, London: The Library Association

Nachmias, C (1996) Research methods in the social sciences. London: Edward Arnold.Nowell-Smith P H (1957) Ethics, Oxford Blackwell

Oppenheim A N (1992) Questionnaire Design, Interviewing and attidue measurement, 2nd edition,London: Pinter

Robson C (2002) Real world research, 2nd edition, Oxford: Blackwell

Ryan A (1970) The philosophy of the social sciences, London Macmillan

Recommended websites:

Stephenson, S Research methods resources on the webhttp://www.slais.ubc.ca/resources/research_methods/index.htm

Wilson, T Electronic Resources for Information Research Methods http://informationr.net/rm/

IS world website http://www.isworld.org

BUBL list of research methods resources http://bubl.ac.uk/link/r/researchmethods.htm


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Selected articles:

Sikes P (2006) On Dodgy Ground? Or is it a good idea to do that research?, International Journal ofResearch and Method in Education 29, 2

May T (2001) Social Theory and Social Research, Social Research Issues, methods and process,Buckingham, Open University Press

Medawar P (1963) Is the scientific paper a Fraud?, unscripted broadcast on BBC Third Programme,published in the Listener, 70, 12th September 1963

Tedlock B Ethnography and ethnographical representations

Malone S (2003) Ethics at home: informed consent in your own backyard, International Journal ofQualitative Studies in Education, Taylor & Francis


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ASSIGNMENT

Assignment 1: Critical Review

The report should be approx. 4,000 words and must also be underpinned by appropriate academictheories and models.

The report will form 70% of your overall module mark.

Marking Criteria

Selection of an appropriate research paper 10%

Understanding of theoretical framework and research methods 30%

Depth and incisiveness of critical evaluation 30%

Clarity of writing and structure 20%

Linkage of research paper to wider body of knowledge 10%

Assignment 2: Presentation

This assignment forms 30% of your mark for this module.

Use essay or report format, Guide length 10 minutes

Marking Criteria

Clarity of research question 20%

Evidence of background reading 20%

Methodology 30%

Practical and ethical considerations 20%

Presentation skills 10%

For assignment submission deadline date please refer to theassessment schedule on page no. 6

Identify a research paper from an academic journal on a topic of interest to you. Write acritical review of the paper. Your review should include an appropriate bibliographiccitation to the work being reviewed, a statement of the theoretical framework for thestudy, a summary of the studys question(s), methods and key findings, a criticalevaluation of the methodology used, an appraisal of how well the conclusions aresupported by the evidence, and a statement about the contribution made by this piece ofwork to the overall body of knowledge about the topic.

Identify a topic and question that you would like to investigate through research.Prepare a 10-minute presentation outlining a proposal for a research project to addressthis question. Your presentation should include a clear statement of the researchquestion, background to the research, methodology, timetable, resources required, andethical considerations. You should submit an annotated copy of any materials used inyour presentation (e.g. Powerpoint).


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Department of Management and Information Technology

5.CONSUMER BEHAVIOUR

SBMA7015:MBAPATHWAY MODULE

TERM2


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Consumer Behaviour


A.MODULE SUMMARY

Module Code and Title: Consumer Behaviour


Credits: 10 Terms Taught: 1

Assessments: 1 x assignment 3,000 words (100%)

Teaching Methods: Lectures 15%, Seminars 5%, directed Learning 80%






Aim(s): The following themes are explored:

to provide students with a comprehensive understanding ofconsumer behaviour theories and concepts;

to develop a critical understanding of contemporary issuessuch as the role of ethics and branding in consumerbehaviour.

Learning Outcomes: By the end of this module the student should be able to:

articulate and critique the main theories underpinningconsumer behaviour;

demonstrate a thorough understanding of the complexissues in consumer behaviour systematically and creatively;

challenge existing hypotheses relating to existing consumerbehaviour theories and models such as individual andgroup decisions.

Content: Over the course of this module, students will study the main issuesin consumer behaviour through the analysis of case studies andcurrent practice. Students will be encouraged to deal with complex

issues and relate their learning to relevant principles and practicerelating to consumer behaviour in relation to marketingmanagement. Students will study the following:

the development and growth of current consumer behaviourmodels and theories;

the psychology of consumer behaviour and anunderstanding of motivational factors affecting purchasingdecisions;

the consumer decision-making process and how it can beinfluenced by marketers;

the impact of individual and group factors on consumerbehaviour;

the ethical considerations involved in branding.


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Consumer Behaviour



Understanding consumer behaviour is now a fundamental part of modern marketing management. Thismodule will provide an analysis and description of consumer behaviour as it relates to the study ofmarketing issues. It will give students a thorough understanding of the influences on and processes of

consumer behaviour.

Particular areas to be addressed are: Introduction to consumer behaviour The psychology of consumer behaviour Decision making processes Impact of individual & group factors on consumer behaviour

Teaching session will be interactive and will involve students in practical exercises, case study analysis,scenario building and discussions. This will facilitate the development of analytical, evaluation,synthesising, communication, team and leadership skills through self-directed, discovery and peerassisted learning.

Assessment

Assessment will be formative through questioning and task setting during learning sessions and via onewritten assignment.

Coursework 100%

Assignment 3,000 words

C.LECTURE SCHEDULE

The chapter numbers refer to the textbook: Groucutt J (2005), Foundations of Marketing, PalgraveFoundations.

This is a good, basic marketing text, but much more extensive reading around the subject is essential.

1. Introduction to Consumer Behaviour

Consumers in the marketplace

2. Consumers as Individuals

Perception

Learning and memory Motivation, values and involvement Attitudes Attitude change and interactive communications The self

3. Consumers as Decision Makers

Individual decision-making Shopping, buying, evaluating and disposing Group influence and opinion leadership

4. A portrait of the European Consumer

European family structures and household decision-making Income and social class Age subcultures


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Consumer Behaviour


ASSIGNMENT

The report should be approx. 3,000 words and must also be underpinned by appropriate academictheories and models.


Marking Criteria

1. Evidence of background reading and research 20%2. Depth and scope of analysis and examples 40%3. Application of academic theories, models etc. 30%

4. Structure and presentation 10%

For assignment submission deadline date please refer to theassessment schedule on page no. 6.

Critically discuss whether social class still has any value as a meansof understanding consumer behaviour in Britain.


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6.GLOBAL MARKETING


TERM2


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Global Marketing


A.MODULE SUMMARY

Module Code and Title: Global Marketing



Assessments: 1 x 3,000 word assignment (100%)

Teaching Methods: Lectures 15%, Seminars 5%,Directed Learning 80%






Aim(s): to provide students with a comprehensive understanding ofcontemporary marketing theories and practices in aninternational environment;

to develop a critical understanding of the ethical andcultural implications for global marketing management.

Learning Outcomes: By the end of this module the student should be able to:

locate and critically reflect on the contemporary ethical andpractical frameworks of marketing within a global context;

discriminate and critically analyse the similarities anddifferences between domestic and global marketing;

critically compare and contrast the impact of culturaldifferences and similarities between nations in a marketingcontext.

Content: Over the course of this module, students will study the main issuesin marketing in a global environment through the analysis of casestudies and current practice. Students will need to draw on thefoundations established in the module marketing management andextend and broaden their understanding of marketing theories andpractices in terms of the application of skills and knowledge to aninternational environment. Students will study the following:

the global market place and economic environmentalissues such as barriers to free trade;

cultural and social forces and their impact on marketingactivities and consumer buying behaviour;

international market research including sources ofinformation, primary and secondary research and datacollection issues in an international context;

the development of global marketing strategies and

international communications such as advertising, salespromotion public relations and sponsorship;

global branding and the cultural implications and ethicalissues on a multinational and local scale;


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Global Marketing


the considerations involved in the planning of internationalmarketing entry strategies and the use of appropriatechannels;

international pricing issues including export pricing andpricing strategies and issues such as the dumping ofgoods.


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Global Marketing



Global marketing is an inescapable reality for businesses today. Although the same marketing principlesapply in general, the challenges of building ongoing relationships with customers in different marketingenvironments, with different levels of economic development, political regimes, cultural norms andtechnical standards are great.

A successful international marketing initiative requires a sound understanding of the marketing discipline.The module will build on the understanding, which was developed in the module Marketing Managementand seeks to broaden students skill-set by emphasising its application in an international environment.

In addition, the module strives to develop a greater appreciation for external forces shaping marketingdecisions for example various economic, cultural, legal, and political environments.

The following key elements will be addressed:

A review of basic marketing principles

The global market place

The marketing channels

The cultural aspects of international trade

Free trade and trade barriers Global marketing communication

Global marketing strategies

Teaching sessions will be interactive and will involve students in practical exercises, case study analysis,scenario building and discussions. This will facilitate the development of analytical, evaluation,synthesising, communication, team and leadership skills through self-directed, discovery and peerassisted learning.


Coursework 100%

Individual report (3,000 words)

C.LECTURE SCHEDULE

Week 1 - An Introduction to Aspects of Marketing

What is marketing? The marketing mix What is international marketing?

Week 2 - The Global Market Place The economic environment Barriers to free trade

Week 3 4 - Cultural and Social Forces

Cultural influences on marketing Cultural influences on buying behaviour

Week 5 International Market Research

Primary and secondary research Planning, data collection Sources of information

Week 6 - International Communications

Advertising, sales promotion, PR


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Global Marketing


Week 7 Developing Global Marketing Strategies

Product category, segment, marketing mix and composite global strategies

Week 8 - Global Branding & Ethical Issues

Branding on a multinational and global scale Ethical issues

Week 9 International Marketing Channels & Market Entry Strategy

The functions of middle men Market entry strategies

Week 10 International Pricing Review

Pricing strategies Export pricing

D.REFERENCES

EssentialKeegan & Green (2011) Global marketing 6e, Pearson

Main Recommended TextsArmstrong & Kotler (2007), Marketing, an Introduction 8e, Pearson Prentice HallDoole L, Lowe R ( 2008). International Marketing Strategy : Analysis, development and Implementation.5th Edition. South Western CENGAGE learningHennessey J, 2001, Global Marketing Strategies, 5

thed., Houghton Mifflin

Kotabe & Helsen (2007), Global Marketing Management 4e, Wiley

Brassington F & Pettitt S, 2002, Principles of Marketing, FT Prentice HallHollensen S (2007) Global Marketing 4th edition. Prentice HallHouse R et al (2007). Culture, Leadership, and Organizations: The GLOBE Study of 62 SocietiesHowes D (1996). Cross cultural consumption: Global Markets, Local Realities. RoutledgeLee & Carter (2009), Global Marketing Management2e, OUPWatson JL (ed). Golden Arches East : McDonalds in East Asia. 2nd Edition 2006

Journals

The Academy of Management JournalThe Academy of Management ReviewThe Journal of BusinessThe Journal of Consumer Research

Journal of International Business StudiesManagement TechnologyMarketing ScienceMIS QuarterlyOperations ResearchStrategic Management JournalHarvard Business ReviewMarketingMarketing WeekCampaignMintel Consumer IntelligenceJournal of MarketingJournal of Advertising

Journal of Consumer MarketingPsychology and Marketing

www.brandrepublic.com


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7.INTEGRATED MARKETING COMMUNICATIONS


TERM2


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Integrated Marketing Communications


A.MODULE SUMMARY

Module Code and Title: Integrated Marketing Communications



Assessments: 1 x 3,000 word assignment (100%)







Aim(s): to provide students with a comprehensive understanding ofcontemporary marketing communication channels and howthey are used by organisations;

to develop a critical understanding of the coordinated andconsistent approach required in managing marketingstrategies;

Learning Outcomes:By the end of the sessions students should be able to:

articulate and critique the main theories underpinningintegrated marketing communications;

demonstrate a thorough understanding and critical analysisof the use of contemporary communication channels andmethods such as advertising and new media;

critically assess the marketing process within anorganisational context with due regard to legislativerequirements and good practice guidelines.

Content:Over the course of this module, students will study the main issuesin integrated marketing communications through the analysis of

case studies and current practice. Students will be encouraged tofurther develop and relate their learning, particularly in relation tothe prior learning from the marketing management module andrelate their learning to relevant principles and practice. Students willstudy the following:

marketing philosophy and communications theory andpromotional objectives;

a model of consumer behaviour: the psychological core, thedecision making process, culture and consumer behaviouroutcomes;

customer relationship marketing and the changing focus ofmarketing activities;

promotional strategies and the implications of push and pullcampaigns;

the meaning and purpose of integrated marketingcommunications strategy, plans and implementation;


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channels of communication advertising, public relations,direct marketing, the use of new technology and societalmarketing;

the legislative and good practice guidelines and ethicalconsiderations.


Marketing communications are often the most visible aspect of an organisation. The effectivemanagement of the communications programme is therefore an essential activity within strategicmarketing process, and can be viewed as an interface between departments within organisations andbetween an organisation and the outside world. Getting the right message, to the right people, at theright time and in a profitable way requires research and planning, insights into consumer behaviour, aswell as an appreciation of ethical and legal issues, and corporate objectives.

This module develops the promotional aspects of the marketing mix introduced in Marketing

Management and concentrates on communication channels and methods. Active student participation isan integral element of this module. This module will greatly enhance students learning and development.

The teaching sessions will provide an overview of the following key elements:

Marketing communications Advertising Public relations Direct Marketing Ethics and social responsibility The role of marketing channels Strategic marketing management

Teaching session will be interactive and will involve students in practical exercises, case study analysis,scenario building and discussions. This will facilitate the development of analytical, evaluation,synthesising, and communication, team and leadership skills through self-directed, discovery and peerassisted learning.

Assessment


Coursework 100%

Individual report (3,000 words)

C.LECTURE SCHEDULEWeek 1 Marketing Philosophy and Communications

Communications theory Promotional objectives

Week 2 - Consumer Buying Behaviour

A model of consumer behaviour: the psychological core, the decision making process, cultureand consumer behaviour outcomes

Week 3 - Customer Relationship Marketing

The changing face of marketing


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Week 4 - Promotional Strategies

Push and Pull

Week 5 6 - Marketing Communication Plans

Marcoms strategy and implementation

Week 7 - Advertising

The role of advertising in the promotional mix The advertising message Advertising media

Week 8 - Direct Marketing

Direct marketing explained

Week 9 - Public Relations

PR techniques

Week 10 - Societal Marketing

The nature of marketing ethics Dealing with social responsibility

D.REFERENCES

Essential

Clowe & Baack (2007) Integrated Advertising, Promotion and Marketing Communications3e, PearsonPrentice Hall

Main Recommended TextsBrassington & Pettit (2002), Principles of Marketing, FT Prentice Hall.Fill, C. (2003), Integrated Marketing Communications, (CIM) Oxford: Butterworth HeinemannKotler, P. al (2007), Principles of Marketing:Enhanced Media European Edition(Paperback), PrenticeHall

Dibb, S. & Simkin et al (2005), MarketingThird European Edition, Houghton MifflinHouseden, M. (2008), Marketing Research & Information(CIM Coursebook) Butterworth HeinemannLancaster, G. & Reynolds, P. (2005), Management of Marketing, Butterworth HeinemannRossiter & Bellman (2005), Marketing Communications: Theory and Applications, Pearson Prentice Hall.

Journals

The Academy of Management JournalThe Academy of Management ReviewThe Journal of BusinessThe Journal of Consumer ResearchJournal of International Business StudiesManagement Technology

Marketing ScienceMIS QuarterlyOperations ResearchStrategic Management JournalHarvard Business ReviewMarketingMarketing WeekCampaignMintel Consumer IntelligenceJournal of MarketingJournal of AdvertisingJournal of Consumer MarketingPsychology and Marketing

www.brandrepublic.com


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ASSIGNMENT

Critically discuss what is meant by product placement and its role in marketing communications. Illustrate your

answer with detailed and relevant examples of your choice.

The report should be approx. 3,000 words and must also be underpinned by appropriate academictheories, models and market research.


Marking Criteria

1. Evidence of background reading and research 20%2. Depth and scope of analysis and examples 40%3. Relevant application of academic theories, models etc. 30%4. Structure, clarity, proofing and professional presentation 10%



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8.MARKETING PROJECT


TERM2


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A.MODULE SUMMARY

Module Code and Title: Marketing Project



Assessments: 500 word Project Proposal3,000 word Project Assignment (100%)

Teaching Methods: Supervision 10% Directed Learning 90%

Pre-requisites: MarketingManagement

Co-requisites: None

Taught in the medium of

Welsh:No Incompatibles: None



Aim(s): This module requires students to undertake a substantialpiece of project work that will blend rigorous academicunderstanding of marketing topics and issues with self-reflection, contemporary marketing management practiceand detailed case study of a particular organisation.

Learning Outcomes: By the end of the sessions students should be able to: demonstrate a rigorous and systematic understanding of

the academic literature available in the field of marketing byresearching a specific issue;

select and summarise appropriate literature from a range ofsources;

critically evaluate actions, methods and results and theirshort and long term implications;

demonstrate the ability to present in an intelligible andappropriate manner, supporting case material,documentary and statistical evidence confirming an

academic argument or practical solution;

Content: The project is intended for those with an applied interest inMarketing. It should form the focus of an in depth investigation of aparticular marketing management or marketing communicationsissue or problem. This should not involve primary research such asinterviews or questionnaires etc. It should be a critical examinationof a specific issue based on existing data and information, and yourown observation of one company/organisation /commercialinstitution or aspect of that organisation.

Students should be able to demonstrate the ability to applyknowledge and skills gained from the Marketing modules togetherwith an understanding of the wider context of that knowledge.Through their project work, they will show:

a rigorous understanding of the academic literatureavailable by researching a subject area of their choice; and


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the ability to summarise that literature coherently;

the ability to present in an intelligible and appropriatemanner, supporting case material such as documentaryand statistical evidence confirming an academic or practicalargument;

a critical awareness of their own professional experience inthe context of the issue/topic being addressed in the light of

an understanding of knowledge and theory gained from themarketing modules of the programme;


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B.THE PROJECT(3,000 words or the equivalent)

ASSESSMENT 1

The Project Proposal

To be submitted for assessment and approval in week two of the Module. The proposal must include thefollowing sections:

Title Aim of Project Objectives Methodology Timetable of work

Detailed work should not commence on the project until the proposal has been approved, howeverstudents should commerce any relevant literature and data searches as soon as possible.

ASSESSMENT 2

The Project 100%

The project is intended for those with an applied interest in marketing. It should form the focus ofan in depth investigation of a particular entrepreneurship issue or problem in marketingmanagement. This should not involve primary research such as interviews or questionnaires etc.It should be a critical examination of a specific issue based on existing data and information, andyour own observation of one company/ organisation /commercial institution or aspect of thatorganisation.

Students should be able to demonstrate the ability to apply knowledge and skills gained from theMarketing modules together with an understanding of the wider context of that knowledge. Through theirproject work, they will show:

A rigorous understanding of the academic literature available by researching a subject area oftheir choice; and the ability to summarise that literature coherently;

The ability to present in an intelligible and appropriate manner, supporting case material such asdocumentary and statistical evidence confirming an academic or practical argument;

A critical awareness of their own professional experience in the context of the issue/topic beingaddressed in the light of an understanding of knowledge and theory gained from the marketingmodules of the programme;

Project Report (3,000 words or the equivalent)

Marking Criteria

1. Evidence of background reading and research 20%2. Depth and scope of analysis and examples 40%3. Relevant application of academic theories and models, etc. 30%4. Structure, clarity, proofing and professional presentation 10%


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9.STRATEGIC MANAGEMENT

SBMA7003:MBACORE MODULE

TERM2


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A.MODULE SUMMARY

Module Code and Title: Strategic Management



Assessments: 1 assignment 3,000 words (100%)





Number of

Lectures/workshops perweek:

2 hours Contact Hours: 20 hours

Aim(s): To provide students with a comprehensive understanding of

an organisations interaction with its internal and externalenvironment;

To develop a critical understanding of the significance of anorganisations strategic direction.

Learning Outcomes: By the end of the sessions students should be able to: critically evaluate an organisations objectives and

strategies for achieving competitive advantage;

critically analyse an organisations strategic models througha comprehensive understanding of its internal and externalenvironment;

critically evaluate stakeholder expectations for anorganisation;

critically appraise contemporary theories of strategicmanagement;

systematically apply strategic models in formulating newstrategic directions for a given organisation.

Content: Over the course of this module students will undertake the study ofstrategic management through the analysis of case studies andcurrent practice. Students will be encouraged to deal with complexsystemic issues and relate their learning to relevantindustry/business environments. Students will study the following:

Strategic management in different contexts; to include smallbusiness, multinational corporations, manufacturing andservices, public sector and not for profit.

Strategic management in practice; to include the strategic

position, strategic choices, strategy into action anddevelopment processes.

Strategic analysis; to include macro environment analysisusing pest and other frameworks, for example five forces


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C.LECTURE SCHEDULE

Week 1 Defining Strategy

Introducing emergent and prescriptive strategies

Week 2 Generic perspectives Key players and approaches

Week 3 and 4 Environmental Scanning

Assessing the external environment

Week 5 and 6 Environmental Scanning

Assessing the internal environment

Week 7 Generic Strategies

Porters generic strategies applied

Week 8 Competitive and growth strategies and maximising value

Bowmans clock and other strategies

Week 9 Making choices

Determining the right fit

Week 10 Implementation and its possible consequences

Change management

D.REFERENCES

Essential

Johnson, G. and Scholes, K., Exploring Corporate Strategy, Harlow: FT Prentice Hall, 2008.Lynch, R., Corporate Strategy, Harlow: FT Prentice Hall, 2008.Moore, J. I., Writers on Strategy and Strategic Management, Harmondsworth: Penguin Business, 2001.

Recommended.

Hayes, J., The Theory and Practice of Change Management, Palgrave, 2006Laudon, K. Traver, C, G., E Commerce: Business, Technology, Society, Boston: Addison Wesley, 2008.Mintzberg, H., Ahlstrand, B., and Lampel, J. Strategy Safari: The Complete Guide Through the Wilds ofStrategic Management, Harlow: FT Prentice Hall, 2006.Morgan, G., Images of Organisations, London: Sage Publications, 2006.Patron, R. A., Change Management: A Guide to Effective Implementation. London: Sage Publications,2008.Pedler, M., Burgoyne, J. and Boydell, T., The Learning Company, Cambridge: McGraw Hill, 1997.Porter, M. E., Competitive Strategy, Boston: Freepress, 2004.Porter, M. E., Competitive Advantage, Boston: Freepress, 2004.Porter, M. E., On Competition, Harvard: Boston: Harvard Business Review Book 1998.Ridderstral, J. and Nordstrum, K., Funky Business, Harlow: FT Prentice Hall, 2007.Ridderstral, J. and Nordstrum, K., Karaoke Capitalism: Managing for Mankind. Harlow: FT Prentice Hall,2004.Senge, P. M., The Fifth Discipline, London: Random House Business Books, 2006.Stacey, R. D., Strategic management and organisational dynamics. London: Pitman Publishing, 1993.


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Thomas, L., Evans, M., & Peattie, K. (Eds.), Strategic Management (First ed.). Essex, UK: PearsonEducation Limited, 20004.Thompson, J., Strategic Management Awareness and Change. London: Thompson Learning, 2005.

Journals

The Academy of Management Journal

The Academy of Management ReviewThe Journal of BusinessJournal of Organizational BehaviourManagement ScienceManagement TechnologyManagerial and Decision EconomicsMIS QuarterlyOperations ResearchOrganization ScienceThe Review of Economics and StatisticsStrategic Management JournalHarvard Business ReviewMarketing Week

Campaign

ASSIGNMENT :

Using appropriate tools of strategic analysis, write a report for the organisation BP or anorganisation of your own choice which assesses the organisations operational and industryenvironment and their competitive position within it.

This assignment forms 100% of your overall mark for this module.

Use essay or report format

Guide length: 3,000 words (excluding references)

Marking Criteria

Depth and scope Background reading and research 20%Depth of critical analysis 30%

Application and discussion of a range of strategic tools 30%Relevance and focus of conclusions 10%Structure and presentation 10%


MBA T2 MKT Course Handbook JUN 2011

Documents

Transcript of MBA T2 MKT Course Handbook JUN 2011