College of Technology London

& CTL

College of Technology London

Master of Business Administration

COURSE HANDBOOK June 2011 Intake

TERM 2: MARKETING
CONTENTS

MBA

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

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

MBA COURSE STRUCTURE

TERM 1:
Core Modules (60 Credits)
SBMA7000 Financial Management SBMA7001 Human Resource Management SBMA7002 Marketing Management SBMA7006 Research Methodology SBMA7004 Individuals in Organisations SBMA7005 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 Behaviour SBMA7016 Global Marketing SBMA7017 Integrated Marketing Communications SBMA7018 Marketing Project

4. Entrepreneurship
SBMA7019 Defining Entrepreneurship SBMA7020 Growing and Managing Entrepreneurial Organisations SBMA7021 Innovation SBMA7022 Entrepreneurship Project

2. Information Management
SBMA7023 Management Information Systems SBMA7024 Business Decision Making SBMA7025 E-Business Strategy SBMA7026 Information Management Project

5. Banking and Finance

SBMA7034 Bank Financial Management SBMA7035 Corporate Finance SBMA7036 International Financial Markets SBMA7037 Banking and Finance Project

6. Tourism Management
SBMA7027 Tourism Contexts SBMA7028 Project Management SBMA7029 eCommerce

3. Human Resource Management

SBMA7011 Managing Diversity & Development SBMA7012 International HRM SBMA7013 Managing Performance & Reward SBMA7014 HRM Project

7. Information Security Management

SBMA7023 Management Information Systems SBMA7038 Information Security for Managers SBMA7039 Ethical Issues in Information Communications SBMA7040 Computer Forensics

TERM 3:
SBMA7049 Dissertation (60 Credits)
Note: Pathways are offered subject to minimum demand

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2. UWL MBA REGULATIONS

The MBA delivered at the College of Technology London is the full University of Wales Trinity Saint David MBA programme. The MBA rules and regulations that students must abide by are set and administered by the University of Wales Trinity Saint David.

DEFINITIONS:
Part I: Terms 1 & 2 having all the 12 taught modules Part II: Dissertation stage

1. PROGRESSION
a) Progression from Term 1 to Term 2 Achievement of a minimum of 40 credits (pass in minimum four modules) is required to progress from Term 1 to Term 2. Any student falling short of this requirement shall be required to repeat Term 1 for a maximum mark of 40% in the failed modules. b) 2. Progression from Part I to Part II To progress from Part I (Taught modules stage) to Part II (Dissertation stage) a student is required to achieve all the 120 credits (pass in all the 12 modules) of terms 1 & 2. Any student falling short of this needs to resit and pass those failed modules for a maximum of 40% marks before progressing to the dissertation stage.

2. FAILURE
a) Absence/ Non-submission Students who are absent from the whole or part of a written examination or who fail to submit set coursework by the required date(s) will be deemed to have failed in the module(s) in question. b) Mark achievement Students whose overall marks in a module falls short of 40% will be considered as fail in the module in question.

3. MAXIMUM NUMBER OF RESIT ATTEMPTS

c) Taught Modules Candidates who fail in a module shall be allowed to resit the assessments of the module in question on the subsequent occasion. At the discretion of the Exam Board students may be allowed for a second re-sit attempt. Please note that the maximum number of resit attempts a student may be allowed to take in a module is TWO only. Failure to pass the module within these attempts may lead to exclusion from the programme. Please refer to the Student Handbook for further details regarding Resit Fees. d) Dissertation If a Dissertation is failed by the examiners the candidate may re-present it ONCE only. A fee shall be payable for the examination of such a re-presented dissertation. Please refer to the student Handbook for further details regarding Resit Fees. Note: Candidates who are re-examined in a module (taught module or dissertation) shall be eligible for the bare pass mark of 40% only.
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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 down short quotations that you might use verbatim, make an accurate record of the source of all items of information with precise bibliographic references Plan what you want to say to answer the assignment brief you might use mind-mapping to connect information/concepts/ examples/theory together. Develop a structure/framework (perhaps headings and 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. 2. 3. 4. 5. 6. Knowledge Manipulation Application Analysis Synthesis Evaluation

Purely describing situations and theories is only reaching level one. You must show by using critical writing 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 for appropriateness and consistency of style and presentation. Check that all information is referenced both in the text, and in a bibliography. Check that this formatting 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 situations quotations are not necessary. If you want to include case study details and/or bibliographic details these can be copied from a good source, or sources, and should be included as appendices with the source clearly indicated.
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Writing a description only. Your assignment must demonstrate that you can analyze and synthesise information together. Not answering the question/brief set. Read the question carefully what does it want? Do not provide too much background breadth or contextual material; this is important but the focus must be on answering the question. Not writing sufficient yourself. If the word limit is 2500 words most of these should be written by you in your own words (not as quotations etc.) If the word limit is 2500, your work should be close to this, + - 10% is acceptable. Paraphrasing (with appropriate referencing) is useful to summarise another persons point of view, but should be limited. Most of what you write in an assignment should be your own words, critique and discussion. DO NOT: Re-use text that you have previously submitted for another assignment. Each assignment is a new piece of work and must be an entirely new piece of writing. Copy text/paragraphs from a proposal (for project or dissertation) into the final project report or dissertation. When re-sitting an assignment you should NOT re-use and upgrade a previously submitted piece of work. You should write a new assignment. There will normally be a new assignment brief. In modules where a generic assignment is used you should produce a new piece of work this will mean using new case studies/ developing a new example etc. If you are allowed to revise a previous submission you will be clearly told this, and so should assume this is not the case (unless told). Unfair practice detected first time will be recorded as first offence and any subsequent work submitted and suspected of unfair practice will be automatically referred for an investigation and could lead to the termination of your studies.

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3. ASSESSMENT SCHEDULE
MBA - Term 2 - Marketing - Assessment Schedule SUMMER INTAKE (June 2011) Assignment 1 S. No. Module Code Module name Weightage Due Submission Weightage Type OTS
Presentation of Research Topic (*) Week Starting 8th Aug 2011

Assignment 2 Due Submission Type

SBMA7003-L Strategic Management

100%

24-Aug-11

Critical Review of

SBMA7006-L Research Methodology

70%

Research Paper

OTS

30%

EMS

6th July 2011

SBMA7015-L Consumer Behaviour

100%

24-Aug-11

OTS

SBMA7016-L Global Marketing

100%

24-Aug-11

OTS

SBMA7017-L Integrated Marketing Communications

100%

24-Aug-11

OTS

SBMA7018-L Marketing Project

Proposal 28th Jun 2011

EMS

100%

24-Aug-11

OTS

OTS - Turn-it-in submission. Turnitin Tutorial For Students available under Unfair Practice category on the Students Resources Portal. EMS - Email submission. Please email the assignment soft-copy to assignments@ctlondon.ac.uk by 4:00 pm of the submission deadline Refer to the Students Resources Portal (http://resources.ctlondon.ac.uk) for the detailed Submission Type Instructions Please note: the Exams Office will not accept any of the assignments submited beyond 4:00pm of the submission deadlines including Project Proposals.
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Department of Management and Information Technology

4. RESEARCH METHODOLOGY
SBMA7006: MBA CORE MODULE TERM 1 & 2

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Research Methodology

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Research Methodology SBMA7006 20 Level: Terms Taught: M (7) 1&2

Critical Review (4000 words) 70% One Presentation (10 minutes) 30% Lectures 10%, Seminars 5%, Directed Learning 85% None No Co-requisites: Incompatibles: None None

Teaching Methods: Pre-requisites: Taught in the medium of Welsh: Number of Lectures/workshops per week:

2 hours

Contact Hours:

20 hours

Aim(s):

To introduce students to quantitative and qualitative research methods and to equip them with the skills and knowledge necessary to embark on a small-scale research project.

Learning Outcomes:

By the end of the sessions students should be able to: Identify, design, apply and critically evaluate appropriate methodologies for small-scale research projects; Critically analyse and interpret qualitative and quantitative data and present findings.

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Research Methodology

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 population and employment; secondary sources of data; on-line and off-line data bases; electronic resources 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 research methodology; qualitative and quantitative research; writing a research proposal. Ethical considerations the rights of participants, honesty and integrity, informed consent and data protection. Defining a research population, the aims of sampling and the development of appropriate sample 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, personal survey, web based surveys), interviews, focus groups, textual analysis. The use of triangulation 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 packages such 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 in Term 2. Critical Review of 4000 words 70%,

One presentation (10 minutes) 30%

C. LECTURE SCHEDULE
There 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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Research Methodology

Week 6
Identifying Research Questions

Week 7
Selecting research methods and planning a research project

Week 8
Writing a research proposal

Week 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 the tutor has found particularly helpful include the following:
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Research Methodology

Bernard, H R (2002) Research methods in anthropology: Qualitative and quantitative approaches. 3rd Edition. 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 review boards. 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: Palgrave Macmillan, 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: Sage Publications, 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 Research New 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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Research Methodology

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 a difference, 2008. In addition, some seminars will require students to read academic research papers, which will be distributed 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: The Library 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 web http://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 http://bubl.ac.uk/link/r/researchmethods.htm
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BUBL list of research methods resources

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Research Methodology

Selected articles: Sikes P (2006) On Dodgy Ground? Or is it a good idea to do that research?, International Journal of Research 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 of Qualitative Studies in Education, Taylor & Francis

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Research Methodology

ASSIGNMENT
Assignment 1: Critical Review

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

The report should be approx. 4,000 words and must also be underpinned by appropriate academic theories and models. The report will form 70% of your overall module mark.

Marking Criteria
Selection of an appropriate research paper Understanding of theoretical framework and research methods Depth and incisiveness of critical evaluation Clarity of writing and structure Linkage of research paper to wider body of knowledge 10% 30% 30% 20% 10%

Assignment 2: Presentation

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 address this question. Your presentation should include a clear statement of the research question, background to the research, methodology, timetable, resources required, and ethical considerations. You should submit an annotated copy of any materials used in your presentation (e.g. Powerpoint).
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 Evidence of background reading Methodology Practical and ethical considerations Presentation skills 20% 20% 30% 20% 10%

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

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Department of Management and Information Technology

5. CONSUMER BEHAVIOUR
SBMA7015: MBA PATHWAY MODULE TERM 2

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Consumer Behaviour

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Teaching Methods: Pre-requisites: Taught in the medium of Welsh: Number of Lectures/workshops per week: Consumer Behaviour SBMA7015 10 Level: Terms Taught: M (7) 1

1 x assignment 3,000 words (100%) Lectures 15%, Seminars 5%, directed Learning 80% None No Co-requisites: Incompatibles: None None

2 hours

Contact Hours:

20 hours

Aim(s):

The following themes are explored: to provide students with a comprehensive understanding of consumer behaviour theories and concepts; to develop a critical understanding of contemporary issues such as the role of ethics and branding in consumer behaviour. By the end of this module the student should be able to: articulate and critique the main theories underpinning consumer behaviour; demonstrate a thorough understanding of the complex issues in consumer behaviour systematically and creatively; challenge existing hypotheses relating to existing consumer behaviour theories and models such as individual and group decisions. Over the course of this module, students will study the main issues in consumer behaviour through the analysis of case studies and current practice. Students will be encouraged to deal with complex issues and relate their learning to relevant principles and practice relating to consumer behaviour in relation to marketing management. Students will study the following: the development and growth of current consumer behaviour models and theories; the psychology of consumer behaviour and an understanding of motivational factors affecting purchasing decisions; the consumer decision-making process and how it can be influenced by marketers; the impact of individual and group factors on consumer behaviour; the ethical considerations involved in branding.

Learning Outcomes:

Content:

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Consumer Behaviour

B. MODULE DESCRIPTION
Understanding consumer behaviour is now a fundamental part of modern marketing management. This module will provide an analysis and description of consumer behaviour as it relates to the study of marketing 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 peer assisted learning.

Assessment
Assessment will be formative through questioning and task setting during learning sessions and via one written assignment. Coursework Assignment 100% 3,000 words

C. LECTURE SCHEDULE
The chapter numbers refer to the textbook: Groucutt J (2005), Foundations of Marketing, Palgrave Foundations. 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

5. Culture and European lifestyles

Culture and consumer behaviour Cultural change processes Lifestyles and European cultures New times, new consumers

D. REFERENCES
Essential Solomon, Bamossy, Askegaard & Hogg (2006), Consumer Behaviour a European Perspective 3e FT Prentice Hall Main Recommended Texts Blackwell, Miniard & Engel (2001), Consumer Behaviour 9 edition, Thomson Learning Brassington & Pettit (2002), Principles of Marketing, FT Prentice Hall Evans, Jamal & Foxall (2009), Consumer Behaviour 2e, Wiley. Martin, E. (2009), Marketing Identities Through Language, Palgrave Macmillan. Nakata, C. (2009), Beyond Hofstede: Cultural Frameworks for Global Marketing and Management, Palgrave Macmillan. Parsons & Maclaran (2009), Contemporary Issues in Marketing and Consumer Behaviour, Butterworth Heinemann. nd Usunier, J.C. (2000), Marketing Across Cultures 2 ed. FT Prentice Hall Journals The Academy of Management Journal The Academy of Management Review The Journal of Business The Journal of Consumer Research Journal of International Business Studies Management Technology Marketing Science MIS Quarterly Operations Research Strategic Management Journal Harvard Business Review Marketing Marketing Week Campaign Mintel Consumer Intelligence Journal of Marketing Journal of Advertising Journal of Consumer Marketing Psychology and Marketing www.brandrepublic.com
th

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Consumer Behaviour

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

The report should be approx. 3,000 words and must also be underpinned by appropriate academic theories and models. The report will form 100% of your overall module mark.

Marking Criteria
1. 2. 3. 4. Evidence of background reading and research Depth and scope of analysis and examples Application of academic theories, models etc. Structure and presentation 20% 40% 30% 10%

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

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Department of Management and Information Technology

6. GLOBAL MARKETING
SBMA7016: MBA PATHWAY MODULE TERM 2

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Global Marketing

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Teaching Methods: Pre-requisites: Taught in the medium of Welsh: Number of Lectures/workshops per week: Global Marketing SBMA7016 10 Level: Terms Taught: M (7) 1

1 x 3,000 word assignment (100%) Lectures 15%, Seminars 5%,Directed Learning 80% None No Co-requisites: Incompatibles: None None

2 hours

Contact Hours:

20 hours

Aim(s):

to provide students with a comprehensive understanding of contemporary marketing theories and practices in an international environment; to develop a critical understanding of the ethical and cultural 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 and practical frameworks of marketing within a global context; discriminate and critically analyse the similarities and differences between domestic and global marketing; critically compare and contrast the impact of cultural differences and similarities between nations in a marketing context.

Content:

Over the course of this module, students will study the main issues in marketing in a global environment through the analysis of case studies and current practice. Students will need to draw on the foundations established in the module marketing management and extend and broaden their understanding of marketing theories and practices in terms of the application of skills and knowledge to an international environment. Students will study the following: the global market place and economic environmental issues such as barriers to free trade; cultural and social forces and their impact on marketing activities and consumer buying behaviour; international market research including sources of information, primary and secondary research and data collection issues in an international context; the development of global marketing strategies and international communications such as advertising, sales promotion public relations and sponsorship; global branding and the cultural implications and ethical issues on a multinational and local scale;
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Global Marketing

the considerations involved in the planning of international marketing entry strategies and the use of appropriate channels; international pricing issues including export pricing and pricing strategies and issues such as the dumping of goods.

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Global Marketing

B. MODULE DESCRIPTION
Global marketing is an inescapable reality for businesses today. Although the same marketing principles apply in general, the challenges of building ongoing relationships with customers in different marketing environments, with different levels of economic development, political regimes, cultural norms and technical 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 Management and 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 marketing decisions 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 peer assisted learning. Assessment will be formative through questioning and task setting during learning sessions and via one written assignment. 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
Essential Keegan & Green (2011) Global marketing 6e, Pearson Main Recommended Texts Armstrong & Kotler (2007), Marketing, an Introduction 8e, Pearson Prentice Hall Doole L, Lowe R ( 2008). International Marketing Strategy : Analysis, development and Implementation. 5th Edition. South Western CENGAGE learning th Hennessey J, 2001, Global Marketing Strategies, 5 ed., Houghton Mifflin Kotabe & Helsen (2007), Global Marketing Management 4e, Wiley Brassington F & Pettitt S, 2002, Principles of Marketing, FT Prentice Hall Hollensen S (2007) Global Marketing 4th edition. Prentice Hall House R et al (2007). Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies Howes D (1996). Cross cultural consumption: Global Markets, Local Realities. Routledge Lee & Carter (2009), Global Marketing Management 2e, OUP Watson JL (ed). Golden Arches East : McDonalds in East Asia. 2nd Edition 2006 Journals The Academy of Management Journal The Academy of Management Review The Journal of Business The Journal of Consumer Research Journal of International Business Studies Management Technology Marketing Science MIS Quarterly Operations Research Strategic Management Journal Harvard Business Review Marketing Marketing Week Campaign Mintel Consumer Intelligence Journal of Marketing Journal of Advertising Journal of Consumer Marketing Psychology and Marketing www.brandrepublic.com
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ASSIGNMENT Critically analyse what is meant by country-of-origin effect. You should illustrate and support your answer with at least 2 detailed and relevant examples.
The report should be approximately 3,000 words and must also be underpinned by appropriate academic theories and models. The report will form 100% of your overall module mark.

Marking Criteria
1. Evidence of identification, reading and critical evaluation of relevant texts on current global marketing issues 30% 2. Evidence of critical analysis and synthesis of best practice and contemporary issues in global marketing 40% 3. Evidence that the student has critically evaluated and applied relevant global marketing tools, academic theories and models. 20% 4. Structure and presentation of the assignment 10%

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

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Department of Management and Information Technology

7. INTEGRATED MARKETING COMMUNICATIONS

SBMA7017: MBA PATHWAY MODULE TERM 2

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Integrated Marketing Communications

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Teaching Methods: Pre-requisites: Taught in the medium of Welsh: Number of Lectures/workshops per week: Integrated Marketing Communications SBMA7017 10 Level: Terms Taught: M (7) 1

1 x 3,000 word assignment (100%) Lectures 15%, Seminars 5%, Directed Learning 80% None No Co-requisites: Incompatibles: None None

2 hours

Contact Hours:

20 hours

Aim(s):

to provide students with a comprehensive understanding of contemporary marketing communication channels and how they are used by organisations; to develop a critical understanding of the coordinated and consistent approach required in managing marketing strategies;

Learning Outcomes:

By the end of the sessions students should be able to: articulate and critique the main theories underpinning integrated marketing communications; demonstrate a thorough understanding and critical analysis of the use of contemporary communication channels and methods such as advertising and new media; critically assess the marketing process within an organisational context with due regard to legislative requirements and good practice guidelines. Over the course of this module, students will study the main issues in integrated marketing communications through the analysis of case studies and current practice. Students will be encouraged to further develop and relate their learning, particularly in relation to the prior learning from the marketing management module and relate their learning to relevant principles and practice. Students will study the following: marketing philosophy and communications theory and promotional objectives; a model of consumer behaviour: the psychological core, the decision making process, culture and consumer behaviour outcomes; customer relationship marketing and the changing focus of marketing activities; promotional strategies and the implications of push and pull campaigns; the meaning and purpose of integrated marketing communications strategy, plans and implementation;
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channels of communication advertising, public relations, direct marketing, the use of new technology and societal marketing; the legislative and good practice guidelines and ethical considerations.

B. MODULE DESCRIPTION
Marketing communications are often the most visible aspect of an organisation. The effective management of the communications programme is therefore an essential activity within strategic marketing process, and can be viewed as an interface between departments within organisations and between an organisation and the outside world. Getting the right message, to the right people, at the right time and in a profitable way requires research and planning, insights into consumer behaviour, as well 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 is an 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 peer assisted learning.

Assessment
Assessment will be formative through questioning and task setting during learning sessions and via one written assignment. Coursework 100%

Individual report (3,000 words)

C. LECTURE SCHEDULE
Week 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, culture and 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 Communications 3e, Pearson Prentice Hall Main Recommended Texts Brassington & Pettit (2002), Principles of Marketing, FT Prentice Hall. Fill, C. (2003), Integrated Marketing Communications, (CIM) Oxford: Butterworth Heinemann Kotler, P. al (2007), Principles of Marketing: Enhanced Media European Edition (Paperback), Prentice Hall Dibb, S. & Simkin et al (2005), Marketing Third European Edition, Houghton Mifflin Houseden, M. (2008), Marketing Research & Information (CIM Coursebook) Butterworth Heinemann Lancaster, G. & Reynolds, P. (2005), Management of Marketing, Butterworth Heinemann Rossiter & Bellman (2005), Marketing Communications: Theory and Applications, Pearson Prentice Hall. Journals The Academy of Management Journal The Academy of Management Review The Journal of Business The Journal of Consumer Research Journal of International Business Studies Management Technology Marketing Science MIS Quarterly Operations Research Strategic Management Journal Harvard Business Review Marketing Marketing Week Campaign Mintel Consumer Intelligence Journal of Marketing Journal of Advertising Journal of Consumer Marketing Psychology 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 academic theories, models and market research. The report will form 100% of your overall module mark.

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

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

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8. MARKETING PROJECT
SBMA7018: MBA PATHWAY MODULE TERM 2

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Marketing Project

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Marketing Project SBMA7018 10 Level: Terms Taught: M (7) 1

500 word Project Proposal 3,000 word Project Assignment (100%) Supervision 10% Directed Learning 90% Marketing Management No Co-requisites: None

Teaching Methods: Pre-requisites:

Taught in the medium of Welsh: Number of Lectures/workshops per week:

Incompatibles:

None

2 hours

Contact Hours:

20 hours

Aim(s):

This module requires students to undertake a substantial piece of project work that will blend rigorous academic understanding of marketing topics and issues with selfreflection, contemporary marketing management practice and 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 by researching a specific issue; select and summarise appropriate literature from a range of sources; critically evaluate actions, methods and results and their short and long term implications; demonstrate the ability to present in an intelligible and appropriate manner, supporting case material, documentary and statistical evidence confirming an academic argument or practical solution; The project is intended for those with an applied interest in Marketing. It should form the focus of an in depth investigation of a particular marketing management or marketing communications issue or problem. 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, and your own observation of one company/organisation /commercial institution or aspect of that organisation. Students should be able to demonstrate the ability to apply knowledge and skills gained from the Marketing modules together with an understanding of the wider context of that knowledge. Through their project work, they will show: a rigorous understanding of the academic literature available 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 appropriate manner, supporting case material such as documentary and statistical evidence confirming an academic or practical argument; a critical awareness of their own professional experience in the context of the issue/topic being addressed in the light of an understanding of knowledge and theory gained from the marketing 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 the following sections: Title Aim of Project Objectives Methodology Timetable of work Detailed work should not commence on the project until the proposal has been approved, however students 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 of an in depth investigation of a particular entrepreneurship issue or problem in marketing management. 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, and your own observation of one company/ organisation /commercial institution or aspect of that organisation. Students should be able to demonstrate the ability to apply knowledge and skills gained from the Marketing modules together with an understanding of the wider context of that knowledge. Through their project work, they will show: A rigorous understanding of the academic literature available by researching a subject area of their choice; and the ability to summarise that literature coherently; The ability to present in an intelligible and appropriate manner, supporting case material such as documentary and statistical evidence confirming an academic or practical argument; A critical awareness of their own professional experience in the context of the issue/topic being addressed in the light of an understanding of knowledge and theory gained from the marketing modules of the programme;

Project Report (3,000 words or the equivalent)

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

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For assignment submission deadline date please refer to the assessment schedule on page no. 6. C. REFERENCES
Main Recommended Texts 1. Anderson & Vince (2004) Strategic Marketing Management, 2e Houghton Mifflin 2. Baker, M., (2003) The Marketing Book, 5e, Butterworth Heineman 3. Brassington & Pettit (2002), Principles of Marketing, FT Prentice Hall 4. Hoffman, K., Douglas et al, (2005) Marketing Principles & Best Practices 3e, Thomson Learning 5. A.D. Jankovicz (2000), Business Research Projects, Thomson 6. Kotler, P. (2003) A Framework for Marketing Management, International 2 ed. Prentice Hall 7. Lancaster, G. & Reynolds P., (2005), Elsevier Butterworth Heineman Journals 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. The Academy of Management Journal The Academy of Management Review The Journal of Business The Journal of Consumer Research Journal of International Business Studies Management Technology Marketing Science MIS Quarterly Operations Research Strategic Management Journal Harvard Business Review Marketing Marketing Week Campaign Mintel Consumer Intelligence Journal of Marketing Journal of Advertising Journal of Consumer Marketing Psychology and Marketing www.brandrepublic.com

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Marketing Project

9. STRATEGIC MANAGEMENT
SBMA7003: MBA CORE MODULE TERM 2

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Marketing Project

A. MODULE SUMMARY
Module Code and Title: Code: Credits: Assessments: Teaching Methods: Pre-requisites: Taught in the medium of Welsh: Number of Lectures/workshops per week: Strategic Management SBMA7003 10 Level: Terms Taught: M (7) 1

1 assignment 3,000 words (100%) Lectures 10%, Seminars 10%, Directed Learning 80% None No Co-requisites: Incompatibles: None None

2 hours

Contact Hours:

20 hours

Aim(s):

To provide students with a comprehensive understanding of an organisations interaction with its internal and external environment; To develop a critical understanding of the significance of an organisations strategic direction.

Learning Outcomes:

By the end of the sessions students should be able to: critically evaluate an organisations objectives strategies for achieving competitive advantage; and

critically analyse an organisations strategic models through a comprehensive understanding of its internal and external environment; critically evaluate organisation; stakeholder expectations for an

Content:

critically appraise contemporary theories of strategic management; systematically apply strategic models in formulating new strategic directions for a given organisation.

Over the course of this module students will undertake the study of strategic management through the analysis of case studies and current practice. Students will be encouraged to deal with complex systemic issues and relate their learning to relevant industry/business environments. Students will study the following: Strategic management in different contexts; to include small business, multinational corporations, manufacturing and services, public sector and not for profit. Strategic management in practice; to include the strategic position, strategic choices, strategy into action and development processes. Strategic analysis; to include macro environment analysis using pest and other frameworks, for example five forces
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framework, defining strategic groups and critical success factors. Resource, competence and strategic capability; to include how strategic capability contributes to competitive advantage. The strategic importance of resources, core competences and organisation capabilities. Using models, such as for example swot, and tows matrix. Stakeholder expectation and organisational purpose; to include the importance of governance stakeholder mapping. Critical assessment of ethical issues, corporate social responsibility and their impact on strategic development. Assessment of organisational culture, using appropriate academic theories and models, such as the cultural web. Business level strategy and different methods of achieving sustainable competitive advantage. Corporate level strategy to include product diversity, international diversity, corporate parenting roles and portfolio management. Strategic evaluation and selection; to include generic strategies and the various strategic development methods available to organisations (internal, acquisition and alliance) and how to best manage change.

B. MODULE DESCRIPTION
Effective strategic development and management is dependent on comprehensive and current information and data regarding an organisations internal competencies and its external operating environment. This module provides students with an understanding of the principals of strategic management and introduces a variety of analytical tools of environmental analysis. Students explore the use of models, such as the Value Chain, Portfolio Analysis, Stakeholder Analysis, Porters Five Forces, etc. Students will also explore the pros and cons of strategic choices and consider the impact of and consequences of strategy implementation. The following elements will be included: Definition, key elements, core areas and importance of strategy Tools of internal environmental analysis Tools of external environmental analysis Competitor and customer analysis Strategic choices at various levels of the organisation Suitability and feasibility Implementation issues Teaching sessions will be interactive and will involve students in practical exercises, case study analysis and discussions. This will facilitate the development of analytical, evaluation, communication, team and leadership skills through self-directed discovery and peer assisted learning. Assessment will be formative through questioning and task setting during learning sessions and via one assignment.

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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, 2006 Laudon, 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 of Strategic 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: Pearson Education Limited, 20004. Thompson, J., Strategic Management Awareness and Change. London: Thompson Learning, 2005.

Journals
The Academy of Management Journal The Academy of Management Review The Journal of Business Journal of Organizational Behaviour Management Science Management Technology Managerial and Decision Economics MIS Quarterly Operations Research Organization Science The Review of Economics and Statistics Strategic Management Journal Harvard Business Review Marketing Week Campaign

ASSIGNMENT :
Using appropriate tools of strategic analysis, write a report for the organisation BP or an organisation of your own choice which assesses the organisations operational and industry environment 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 Depth of critical analysis Application and discussion of a range of strategic tools Relevance and focus of conclusions Structure and presentation 20% 30% 30% 10% 10%

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

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