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MODULE SELECTION 2014-15

MODULE SELECTION 2014-15. Queries to: david.ormston@ncl.ac.uk. STAGE 3 MODULES:. Compulsory: MKT3013 Strategic Marketing (20 credits) And one of: MKT3096 Contemporary Marketing Dissertation (40 credits) MKT3097 Marketing Consultancy Project Optional 60 credits from:

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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 3 MODULES: Compulsory: MKT3013 Strategic Marketing (20 credits) And one of: MKT3096 Contemporary Marketing Dissertation (40 credits) MKT3097 Marketing Consultancy Project Optional 60 credits from: MKT3004 Analytical Techniques for Marketing MKT3006 Advertising and Integrated Brand Promotion MKT3012 Direct and Digital Marketing MKT3014 New Product and Service Development MKT3095 Cultural and Heritage Marketing NCL3007* Career Development for Final Year Students or NCL3008* Advanced Career Development SPA2001 Business Spanish 2 *subject to pre-requisites

  3. Analytical Techniques for Marketing(MKT3004) Module Leader: Mitchell Ness Pre-requisite: MKT2004

  4. Introduction • Rigorous training in marketing research techniques for practitioners not theorists • Useful in modules that involve reading articles involving applied research • Equips you with essential skills for project or dissertation work • Equips you with a highly valued skill in job market

  5. Objectives • Appreciate the suitability of multivariate techniques in the context of data measurement properties and research objectives • Appreciate theoretical issues and understand technical concepts of multivariate techniques • Appreciate the practical issues in the application of multivariate techniques • Conduct multivariate analysis using SPSS software • Understand conventions for the presentation of results • Understand how to evaluate results • Interpret the results of multivariate analysis and appreciate the implications of the results in a marketing context • Appreciate a general range of applications of multivariate techniques to the area of marketing and management • Write a structured critical account of the theory, application, presentation and interpretation of results, and the implications of the results

  6. Teaching Methods • Computer practicals • Online class tests • Assignment briefing sessions • Written assignments • Assignment de-briefing sessions

  7. Teaching Cycle

  8. Assessment • Assignment Semester 1, 40% (2500 words) • Assignment Semester 2, 40% (2500 words) • Class tests • Conducted under examination conditions in computer cluster • Semesters 1 and 2 - 20% • 5 class tests • Factor analysis • Cluster analysis • Multidimensional scaling • Discriminant analysis • Conjoint analysis

  9. Advertising and Integrated Brand Promotion(MKT3006) Module Leader: Natalia Yannopoulou (Acting Module Leader 2013-14: Fiona Thompson) Pre-requisite: MKT1002

  10. MKT3006 - Module Learning Aims This module aims to provide students with a solid grounding in advertising and integrated brand promotion: • introduces advertising and brand promotion in business and society. • will examine the seminal theories and conceptual frameworks developed for the study of advertising. • will consider the role of media within advertising and integrated brand promotion. • case studies will be used to examine the practical implications of the concepts discussed.  

  11. MKT3006 – Module Topics Typical Format : One lecture of two hours, following week a one hour seminar (seminar groups/times allocated centrally) i.e. one lecture – one seminar – one lecture, etc.

  12. MKT3006 Assessment Semester 1 (50%) • 2000 word essay with 2 parts:- • Part A - review the literature around a chosen theory of advertising (50%) and • Part B - theory is applied to a print advertisement of your choice (50%). You must attach a colour copy of the advertisement to your written work. Semester 2 (50%) • 2 hour unseen exam paper in May/June. • Answer 2 questions from a choice of 4

  13. Direct and Digital Marketing(MKT3012) Module Leader: Mitchell Ness Pre-requisite: MKT2001

  14. Aims • provide you with an advanced understanding of the strategic and tactical issues of direct marketing. • equip you with professional skills consistent with professional standards in direct marketing

  15. Content: • Introduction to direct marketing • Direct marketing planning • Data and databases • Testing, statistics and research • Segmentation, profiling and targeting • Creative strategy • Internet marketing • E-mail marketing • Mobile phone marketing • Social media • Customer retention and aquisition • UK media market

  16. Assessment Individual Essay (50%), Semester 1 Group Assignment (50%), Semester 2 (Individual marks are generated by peer group assessment)

  17. Further opportunities – Institute of Direct and Digital Marketing: • IDM Certificate Examination • IDM Summer School (off campus) • Module accredited by IDM • 3 hour examination in June, follows University Examinations • Held within NUBS • Registration fee http://www.theidm.com/

  18. Strategic Marketing(MKT3013) Module Leader: To be confirmed Pre-requisite: MKT1002 Compulsory

  19. 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.

  20. 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

  21. Assessment:

  22. New Product/Service Development(MKT3014) Module Leader: Christof Backhaus Pre-requisite: MKT2008

  23. Introduction: • Everybody wants to be the next Google, IBM, or Netflix • Nobody wants to be Kodak, Blockbuster, or BlackBerry • Achieving success through innovation is not easy and the failure rate is high! • This can only be achieved by treating innovation as a process • Innovation Management is the discipline of managing processes in innovation is commonly referred to as innovation management

  24. Aims: • This module examines innovation management from a strategic marketing perspective • The goal is to enable students explore principles in relation to new product/service development • This module will be delivered through introducing relevant literature, learning experiences, and industry-linked case studies, therefore: • Theory and Practice go together

  25. Semester 1 – Lecturer: Dr Nima Heirati • What innovation is and why it matters • Source of innovation and decision making under uncertainty • Building the innovation case • Market oriented innovation management and cross functional integration • Stages of new product development • New product launch management • New product branding and positioning • Exploring open innovation and collaboration • Exploiting entrepreneurship and new ventures • Capturing the benefits of new product development

  26. Semester 2 – Lecturer: Prof Christof Backhaus • Building the service innovation case • Design Thinking for new services development • Stages of new services development • Methods of new services development • Customer Co-Creation in new services development • New services development launch management • New services branding and positioning • Design of Services Networks

  27. Assessment: • 2 x 2000 word essays (50% each) • One essay at the end of each semester • The essays critically analyse specific real-world case studies • The essays encourage students to demonstrate their understanding of the subject area, to show the ability to think critically and to construct logical arguments • The skills required to analyse a case study and provide specific solutions will be introduced and practiced through lectures and seminars

  28. MKT3095 Cultural & Heritage Marketing Module Leader: Deborah Forbes Pre-requisite: MKT1002

  29. Aim • To examine the application of marketing theory to culture and heritage • To analyse the role of marketing in the public, private and non-profit sectors of the cultural and heritage sector • To provide an understanding of the tools and techniques required to design a marketing plan in the cultural and heritage sector • To identify the actors and partnerships central to successful cultural and heritage marketing • To introduce and develop knowledge and understanding of current issues

  30. Content • Semester 1 • Exploring current issues in the cultural and heritage sector, for example: Museum marketing; Cultural Policy; Audience development; Tourism marketing; Destination marketing; • Marketing planning process • Understand and apply the four stages including where are we now ; where do we want to be; how do we get there and how do we know we have arrived • Through lectures, case study analysis and guest speakers

  31. Assessment • Semester 1 – Essay reviewing the literature around a current topic from a selection explored in semester 1 • Semester 2 – applying theory to practice by producing a marketing plan for a cultural / heritage organisation of choice • Both are individual pieces of work

  32. Career Development Modules: NCL3007 Career Development for Final Year Students (for those who did NOT study NCL2007 in Stage 2) OR NCL3008 Advanced Career Development (for those who DID study NCL2007 in Stage 2) Meeting at 4.30pm, room 3.07 re Careers Modules

  33. LANGUAGE: • 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

  34. 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

  35. Any Questions? Note: choices NOT within degree regulations – ask your Programme Director for permission in September, AFTER the timetable has been constructed

  36. PROJECT/DISSERTATION SECTION:

  37. Project or Dissertation? Your choice – • MKT3096 Contemporary Marketing Dissertation OR • MKT3097 Marketing Consultancy Project Both 40 credits - choose wisely !

  38. Contemporary Marketing Dissertation (MKT3096) Module Leader: Sue Dobson Pre-requisite: MKT2004

  39. Aims • Component One:An essential element of this module is the development of students’ critical thinking and research skills. Component one starts this process by using contemporary topics to introduce students to advanced concepts and theories relevant to marketing theory and practice. This component of the module provides a critical framework, background and skills training which are essential for the successful completion of component two. • Component Two:The skills acquired in component one will then be applied to an individual research project which comprises component two of the module. This aims to develop the student's ability to act systematically and report the outcome of an in-depth investigation of a marketing topic by integrating and extending knowledge and skills gained throughout the undergraduate programme. • This is a ‘live’ project which requires students to conduct secondary and primary research whilst following appropriate research design, methodological and report writing approaches which are considered in component one of the module. • Students must follow a standard academic approach to their research design (i.e. marketing plans are not acceptable) as this allows students to provide evidence of their academic rigour and individual ability.

  40. Assessment: • 1. Dissertation Proposal 1,000 words • 2. Dissertation Progress Report between 3,000-5,000 words • 3. Final Dissertation, maximum of 10,000 words • 1. & 2. are negatively marked as they both constitute 'work in progress' assessment and are not a true reflection of student ability. IF a student does not submit either piece of assessment, a weighting of 5% and 20% respectively will be removed from the final weighting of 100%. Thus, the final dissertation will be marked out of 75%. • IF both assessments are submitted, the final dissertation will be marked out of 100%

  41. Marketing Consultancy Project(MKT3097) Module Leader: Stuart Challinor Co-Requisite: MKT3013

  42. Work in Teams • The projects are team-based, normally of 6 members • Your team is allocated a client, as in the real world you must be prepared to accept what comes your way. • You are not permitted to express a preference regarding team composition, as in the real world you can not select your colleagues • You will be psychometrically profiled in week 1 using the Belbin system which attempts to identify your personal team-working styles. • Team composition will be based on: • Stage 2 performance • Degree programme: N500, NN52, • Belbin® • Gender • UK, EU, International • Teams will be formed after the Client Presentations in week 2

  43. 2014/15: the clients Northumbria Police: research into the public perception of crime and how communication with the public can be made more effective using the modern media. Lindisfarne (Holy Island) Festival: the client seeks to promote an arts and heritage festival on the island (possibly involving music, dance, drama, rural crafts and outdoor pursuits such as ornithology and botany). Preliminary research leading to marketing and communications plans including budget estimates. Edwards Jewellery, Newcastle: external and internal market audits leading to marketing and communication plans featuring the modern media. Rookie Sports, Newcastle: a local not-for-profit organisation offering activities for people with learning disabilities. External and internal market audits leading to marketing and communication plans featuring the modern media.

  44. Assessment : • Written Report to Client (50%) (group): Written report (business report format) subject to summative Peer Review of Contribution leading to an individual mark, • Recommendations to Client, 12,000 words maximum • Research Portfolio 12,000 words maximum • Personal reflection on ‘Effective Applied Market Research’(50%) (individual) 5,000 word maximum. To include Project Diary and Peer Review Scoring and Rationales as Appendices. • Formative assessment: • Oral ‘Research Proposal to Client’ to be supported by a written 1,000 word report for formative feedback • Oral ‘Progress Report to Client’ to be supported by a written 1,000 word report for formative feedback • Oral ‘Presentation of the Written Report to Client’

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