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MODULE SELECTION 2014-15

MODULE SELECTION 2014-15. Queries to: david.ormston@ncl.ac.uk. STAGE 2 MODULES (all 20 credits):. Compulsory: MKT2004 Research Methods for Business and Marketing MKT2006 Buyer Behaviour and Communications MKT2009 Strategic Marketing At least one of:

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MODULE SELECTION 2014-15

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  1. MODULE SELECTION 2014-15 Queries to: david.ormston@ncl.ac.uk

  2. STAGE 2 MODULES (all 20 credits): Compulsory: MKT2004 Research Methods for Business and Marketing MKT2006 Buyer Behaviour and Communications MKT2009 Strategic Marketing At least one of: MKT2001 Global Marketing MKT2008 Services Marketing Therefore, a minimum 80 credits of marketing subjects. You may take all of the above, giving 100 credits.

  3. Maximum 40 credits from the following, to bring your total to 120 credits: ACE2012 Managerial Economics ACE2013 Statistics for Marketing and Management BUS2017 Introduction to Innovation and Technology Management NCL2007 Career Development for second year students OR NCL2100 Exploring Enterprise, Entrepreneurship and Employability SPA1001 Business Spanish (NB Business Chinese may be available by September 2014 – log your interest today! *beginners only*)

  4. Global Marketing (MKT2001) Module Leader: Stuart Challinor Pre-requisite: MKT1002

  5. Learning Objectives • The meanings and scope of global marketing • Changesin the market environment which impact on the management of marketing globally: politics, economics, culture, technology • Global supply chains and logistics management: the real battlefield • Overviewof the different levels of decision-makinginvolved in the process of global marketing planning, and the competences that can be developed to respond creatively to the changing global environment.

  6. Syllabus Semester 1: focus on the global marketing environment • Globalisation • Library skills • Information sources • Political environment • Economic environment • Socio-cultural environment • Technology environment • Writing in Business Report format Semester 2: focus on global supply chains and logistics management • International supply chains and logistics management • International marketing channels • International market entry • Country of Origin effects: the ‘nation brand’ • Lean manufacturing and retailing • International retailing • Supply chain ethics and provenance

  7. Assessment 2 x Business Report: 2,000 word maximum plus a reference list in Harvard notation in the Appendices. One report submitted in Semester 1, and one report submitted in Semester 2.

  8. Recommended Purchase • Global Marketing Management, Keifer Lee and Steve Carter, 3rd ed. 2012, Oxford

  9. Research Methods for Business and Marketing (MKT2004) Module Leader: Lucy Lu Pre-requisite: MKT1002 Compulsory

  10. MKT2004: Research Methods for Business and Marketing „Ourmarketshareisconstantlydecreasing; shallwelowerourpricestoattractnewcustomers?“ „Wehaveinvested in a massive mediacampaign in the last year. Shouldwecontinuewiththese high spendings, orcanwe save somemoneywithoutloosingcustomers? „Shouldweinvest in newstoresor in thequalification of ourstore personell?“ Making the right decisions is crucial for any businesses’ market success Gooddecisionsshouldbebuilt on evidence Research Methodsisthediscipline of howtosetupandconduct a researchprojectsuitedtoprovidetheinsightandinformationnecessarytomaketherightdecisions.

  11. The module is structured alongside the marketing research process: Problem Definition Research Approach Development 1 Research Design Formulation 2 Fieldwork or Data Collection 3 Data Preparationand Analysis 4 Report PreparationandPresentation 5 6 The purpose of the module is to develop an understanding of the main methods used in marketing research and their role in supporting decision making. This module will be delivered through introducing relevant literature, industry-linked case studies, and computer practicals (SPSS) Theory and Practice go together

  12. Semester 1 • What is marketing research and what do we need it for? • Who is interested in marketing research results? • How does a typical marketing research project look like? • Howcan a problembedefined? • Whatis a research design? • Whatareimportant qualitative and quantitative methodsthatcanbeappliedin datacollectionanddataanalysis? • Whatis a focusgroupandhowdoesitwork? • Whataresecondarydataresearchmethods?

  13. Semester 2 • How can a standardized survey be designed effectively? • How can data collection be organized? • What quantitative data analysis techniques exist? • Whatare ANOVA, correlation, andregression, andhowcanthesetechniquesbeperformedusingstatisticalsoftware? • How can marketing research results be communicated effectively? • Which kind of ethical issues exist in marketing research, and how can these be addressed?

  14. Assessment: • Group Report and an Exam • Semester 1: Group Report (50%)A written report and oral presentation based on secondary / qualitative research undertaken • Semester 2: Exam (120 Minutes) (50%) • The skills required to write the group report and provide specific solutions will be introduced and practiced through specific lectures and (computer) seminars

  15. MKT 2006: Buyer Behaviour & Marketing Communications Module Leader: Fiona Urquhart Compulsory

  16. Overview: • 2 Semester Module- 1 semester on each component • 1 assignment each semester, equally weighted • Both topics are taught with a view to enabling the application of theory to the real world • 2 lectures per week + 3 seminars per term • 2 guest lecturers per term drawn from relevant practitioner organisations

  17. Semester 1 - Buyer Behaviour: • Introduces the theory of buyer and consumer behaviour, with emphasis on how theoretical frameworks are applied in practice, across the business spectrum including B2C; FMCG; industrial, public and private sector, and B2B. • Assessment is a critique of one academic paper on the subject (from a selection).

  18. Content - Buyer Behaviour: 1. Introduction to Buyer Behaviour 2. Framework for Consumer Analysis and Strategy Formulation 3. The sub-sections of Consumer Behaviour 4. The Cognitive and Affective Systems 5. The Behavioural Perspective: Cognitive Learning Styles 6. Product Knowledge and Involvement 7. Exposure, Attention and Comprehension 8. The Buyer/Consumer Environment: Information search, Shopping, Purchase, Consumption and Disposal

  19. Semester 2 - Marketing Communications: • The theoretical development of marketing communications is introduced and explored • Marketing Communications applications are considered across the business spectrum including B2C; FMCG; public and private sector and B2B • All aspects of a marketing communication campaign are reviewed • Topic areas include corporate communications; branding; sales promotion; direct marketing ; public relations and personal selling • It links theory and practice using topical examples and draws upon a wide range of sources • Assessment is a marketing communications plan for an organisation/brand of the student’s choice

  20. Content - Marketing Communications: 1. Introduction to Marketing Communications 2. Understanding how marketing communications work: - The mix and communication models - Marketing Communications stakeholders - Customer Decision Making 3. Managing Marketing Communications: - Integrated marketing Communications - Branding - Planning - Campaign Evaluation 4. The Tools of Marketing Communication: - Advertising & Strategy - Direct marketing - Publicity and PR - Sponsorship and Corporate Image - Merchandising - Personal Selling - Exhibitions & Packaging - POS & promotions 5. The media

  21. Skills set: • Graduate Skills Framework experience as follows:

  22. Services Marketing(MKT2008) Module Leader: Christof Backhaus Pre-requisite: MKT1002

  23. Syllabus: SEMESTER 1–       Introduction to module and Overview of Service Marketing–       Service Design and NSD–       Service Offering –       Managing Firms Physical Evidence –       Value Creation–       Service Delivery Process –       Service Encounter

  24. SEMESTER 2–       Service Strategy: Managing the Service Experience–       Ethical Issues in Service Marketing–       Managing Service Employees and Customer Relationship Management –       Assessing and Improving Service Delivery–       Service Quality and Consumer Satisfaction–       Service Failure and Recovery Strategies–       Review

  25. Assessment: 2 exams – each 50% 1 x 1.5 hours in Semester 1 1 x 1.5 hours in Semester 2

  26. Strategic Marketing(MKT2009) Module Leader: To be confirmed Pre-requisite: MKT1002 Compulsory

  27. Aims: • Marketing strategy is a process that can allow a business to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. • Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a business and the formulation, evaluation and selection of market-oriented strategies. • How businesses plan, develop, and implement marketing strategies is the focus of this module. To achieve this focus, this module provides a systematic, practical, straightforward approach to analysing, planning, and implementing marketing strategies. This approach focuses on real-world applications and practical methods of marketing planning, including the process of developing a marketing plan. • The module approach initially is to provide a comprehensive planning framework based on conducting sound background research, developing market capabilities and competitive advantages, designing integrated marketing programs, and managing customer relationships for the long term. • This module also emphasises the need for integrity in the strategic planning process, as well as the design of marketing programs that are both ethical and socially responsible. An emphasis on critical thinking (both analytical and creative) enables students to understand the essence of how marketing decisions fit together to create a coherent strategy. • Throughout the module, examples of successful planning and implementation to illustrate how firms face the challenges of marketing strategy in today’s economy will be provided. In particular, this module will be delivered through introducing relevant literature, learning experiences, and industry-linked case studies; so that theory and practice go together.

  28. Outline Of Syllabus 1. Introduction to market-led strategic management       2. Strategic marketing planning3. Environment, industry, competitor, and market analysis4. Understanding the organisational resource-base and capability-based view of strategy5. Identify current and future competitive position 6. Market segmentation and positioning principles7. Principles to create sustainable competitive advantage8. The marketing program: Competing through the new marketing mix 9. The marketing program: Competing through the innovation 10. Strategic customer management and customer participation 11. Strategic alliances and networks management 12. Strategy implementation 13. Principles of internal marketing 14. Ethics and corporate social responsibility 15. New directions and challenges

  29. Assessment:

  30. Managerial Economics (ACE2012) Module Leader: Phil Dawson Pre-requisite: one of ACE1003 or ECO1017

  31. Aim: To enable students to understand how economic theory and numerical analysis can be used to aid marketing and management decision-making in businesses. Objectives: To develop an awareness, appreciation and capacity to use findings, research methods and principles of managerial economics of the consumer, firm, and market. To be aware of the relevance of economics and associated empirical techniques to a firm's marketing and management decision-making.

  32. Syllabus Semester 1: Consumer Demand Consumer Demand Theory Demand Curve Estimation and Forecasting Semester 2: Firm Supply and Market Structure Production and Cost Analysis Linear Programming Market Structure: Monopolistic Competition and Oligopoly.

  33. Assessment 20% Unseen written examination (January) 80% Unseen written examination (May) Essays Two formative (optional) essays

  34. Statistics for Marketing and Management (ACE2013) Lecturers: Paul Naughton (semester 1) Lee Fawcett (semester 2) Pre-requisite : MAS 1403 Quantitative Methods for Business Management

  35. Aim • To provide students with an appreciation and understanding of the theoretical and practical issues in the application of statistical methods in marketing and business decision marking

  36. Objectives: • To develop understanding and competence in applying appropriate statistical techniques to process data, interpreting the results and appreciating the implications of the results to a marketing or business context • To develop competence in using the data analysis software SPSS and in interpreting the associated computer output • To provide a foundation for advanced quantitative techniques and contribute to students development of critical analytical skills necessary for final year research projects

  37. Syllabus: Semester 1 • Review of data types, descriptive and inferential statistics • Data collection methods: surveys and experiments • Hypotheses testing • Analysis of Variance • Decision analysis Semester 2 • Multiple regression • Logistic regression • Analysis of time series and forecasting • Statistical process control

  38. Assessment: • 20% Computer based assessments (CBA’s). Two CBA’s in semester 1 and two CBA’s in semester 2. • 20% Computer practical (Semester 1 coursework due in January and Semester 2 coursework due in April) • 60% Unseen written examination (May).

  39. Introduction to Innovation and Technology Management (BUS2017) Module Leader: Neil Alderman

  40. Innovation and technology management – what is it all about? • Why is it relevant? • Underpins economic growth • The key to organisational competitiveness • Why study it? • Businesses find it hard to manage – they want to improve • Governments want to encourage it – they need to know how • Many innovations fail – we need to understand why • What does it involve? • Identifying sources of new ideas or technologies • Exploiting those ideas and/or technologies • Developing new or improved products or services • Introducing new processes in production or management • Formulating policies and strategies to encourage innovation

  41. Some questions the module addresses and examples of cases analysed: • Why do some innovations succeed while others fail? • comparison of the Dyson bag-less vacuum cleaner and the Sinclair C5 • Where do innovation ideas come from and how are they developed? • e.g. the Post-It Note • How can we characterise innovations in services? • e.g. the Swedish retailer, IKEA • How can you protect your ideas? • Why should firms collaborate in the innovation process? • e.g. M&S’ ready chilled meals • In what contexts are users of products/technologies also the innovators? • e.g. the development of the Mountain Bike

  42. Assessment • Assignment (group work) 25% • Researching and interpreting the story of an innovation • 2500 word report • Groups (typically 4 or 5) are self-selected • Exam (January) - 1 hour 25% • 30 multiple choice questions • Exam (Summer) - 2 hours 50% • Two sections • Short answer questions • One essay on a seen topic

  43. Career Development Modules: • NCL2007 Career Development for second year students OR • NCL2100 Exploring Enterprise, Entrepreneurship and Employability Meeting at 4.30pm, room 3.07 re career development modules.

  44. LANGUAGE: • SPA1001 – beginner level Spanish language in a business context • SPA2001 – passed SPA1001, or have GCSE Spanish, or have lived in a Spanish-speaking economy • Module Leader for the above: Nuria Lopez • Refer to Module Catalogue for details OR • Possible beginner level Chinese – register your interest at today’s session

  45. INTERCALATING YEAR: • Year 3 – option of work placement or study abroad/Erasmus exchange • Meeting today 2.30pm in room 3.07 on work placement • For study abroad/Erasmus exchange – can include funding for overseas work placement – please contact shelagh.cauwood@ncl.ac.uk

  46. END OF STAGE 2 PRESENTATION Any Questions? Note: choices NOT within degree regulations – ask your Programme Director for permission in September, AFTER the timetable has been constructed

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