MSc Marketing & Strategy Programme Design. Academic Year

Transcription

1 MSc Marketing & Strategy Programme Design Academic Year

2 MSc Marketing & Strategy The MSc Marketing & Strategy programme is divided into three distinct sections: The first semester of taught courses or modules (that runs from September to December with examinations in January) worth one-third of the total degree The second semester of taught modules (that runs from February to April with examinations in May) worth one-third of the total degree The independent study project (completed between June and August) worth one-third of the total degree Students on the MSc Marketing & Strategy are only required to undertake one compulsory module in each of the first and second semesters. Other than these modules, students have free choice to design the programme around their specific interests or needs. The specific modules that you take will use a wide range of different assessment methods that may include coursework, essays, multiple-choice tests, presentations and formal unseen examinations. The School of Management is continually revising and seeking to improve our module and programme catalogue. As such, this document should be taken as indicative rather than definitive and modules may be altered or withdrawn at any time.

3 MSc Marketing & Strategy Compulsory Optional Modules (select 45 credits in semester 1 and 45 credits in semester 2) Semester 1 (60 credits) MN-M014 Advanced Marketing MN-M015 Sales Force Management MN-M016 Strategic Brand Management MN-M017 Services Marketing MN-M018 Strategic Pricing Decisions MN-M019 Strategic Relationship Marketing MN-M020 Marketing in Emerging Markets MN-M021 Corporate Social Responsibility and Social Marketing Semester 2 (60 credits) MN-M538 Advanced Strategy MN-M539 Market Research, Analysis & Decision Making MN-M540 Business-to-Business Marketing Strategy MN-M541 Advertising and Promotions Strategy MN-M542 Digital & Social Media Marketing Strategy MN-M543 Strategic Marketing planning MN-M524 Theory of Entrepreneurship & Small Business Management (30 credits) MN-M525 Project Management MN-M518 International Management Consulting (30 credits) MN-M534 Business Analytics MN-M519 Global e-business MN-D004 Part 2 Independent Consultancy Project (60 credits)

4 Module Code: MN-M014 Module Title: Advanced Marketing Semester: TB1 Contact hours: 30 The module provides an overview of advanced and contemporary issues in modern marketing practice. The module serves to integrate all areas of marketing side of the MSc Marketing & Strategy. A range of invited industrial speakers to engage students in contemporary marketing debates. The module aims to introduce students to a range of contemporary and advanced topics in modern marketing practice. 1 Is marketing dead? 2 Marketing and strategy? 3 Social media marketing for actual marketing purposes 4 If everything is branded, why do brands matter? 5 Western marketing in a world of Eastern superpowers 6 A positive role for marketing in society 7 Marketing in an era of big data 8 Market fragmentation and granularity 9 Implementing marketing plans and approaches in practice 10 Marketing yourself Seminars will be divided into groups with two opposing viewpoints on each weeks lecture topic discussed and debated by the class group.

5 Module Code: MN-M015 Module Title: Salesforce Management Semester: TB1 Contact hours: 30 This module aims to provide an in-depth understanding of the concepts and theories pertaining to sales management. It breaks down complex relationships and explain why circumstances happen as they do, why people behave distinctly and how the sales manager can succeed by understanding these situations. This module aims to provide students with an introduction to Sales Management and the role the sales function plays in business organisations. 1 Introduction to Sales Management and Personal Selling 2 Organisational Strategies and Sales Function disintermediation and the internet 3 Sales Organisation Structure and Sales Force Deployment 21st century sales force, sales force management in the developing world 4 Recruitment and Selection psychological and sociological impacts 5 Development and Training coaching and leadership 6 Leadership, Management, and Supervision 7 Motivation and Rewards financial versus non-financial incentives 8 Evaluating the Effectiveness of the Sales Effort, Evaluating the Performance of Salespeople 9 Sales force management in export marketplaces 10 Future of sales force management Pre-requisite Modules: Co-requisite Modules: Non-requisite:

6 Module Code: MN-M016 Module Title: Strategic Brand Management Semester: TB1 Contact hours: 30 The focus of the course is on learning brand and brand related concepts (e.g. brand equity and brand extension) and an understanding on how organisations can invest in building strong brand image and equity. Strong emphasis will be placed on psychology and customer-based conceptualisation of brand; holistic approach to brand building, instead of pure marketing-communication based approach and a combination of both most recent academic brand research and contemporary branding practice. The strategic role of a brand in building a market position will be analysed in depth. This module aims to introduce students with contemporary strategic brand management theory and practice. 1 Strategic brand management 2 Developing a brand strategy: brand equity and positioning 3 Developing a brand strategy: resonance and value chain, brand 4 Designing and implementing brand strategies: brand elements and building equity 5 Designing and implementing brand strategies: designing programmes and communications 6 Measuring and interpreting brand performance: brand equity measurement systems 7 Measuring and interpreting brand performance: capturing market performance 8 Growing and sustaining strategic brand equity: new products 9 Growing and sustaining strategic brand equity: new strategies 10 Growing and sustaining strategic brand equity: global branding

7 Module Code: MN-M017 Module Title: Services Marketing Semester: TB1 Contact hours: 30 The aim of this course is to explore the issues involved in delivering services to consumers in an environment of increasing expectations. The module will encourage critical analysis of the opportunities available for developing experience based services, and the challenges of managing their delivery. This module aims to develop students' ability to critically analyse and apply theory related to the management of customer experience in the service industry. Introduction to the service economy The service experience Industrialising the service experience Designing accessibility into the service experience Service quality The marketing impacts of employees Managing demand and capacity for services Developing relationships with customers Customer relationship management (CRM) Group Presentations and course review

8 Module Code: MN-M018 Module Title: Strategic Pricing Decisions Semester: TB1 Contact hours: 30 This course provides a systematic analysis of the issues that mush be addressed when setting prices both operationally and also strategically. The module will address: price setting, managing pricing, price structures and pricing strategy. The module considers the tactical and high level decisions that must be made to satisfy a range of stakeholder interests in pricing strategy. The module aims to provide students with an in-depth understanding of the price setting, management, implementation and strategic management processes, and to prepare students to take on real world pricing decisions in business organisations. Part I: SETTING THE PRICE. 1. Boundaries of a Good Price, Profit's Sensitivity to Price. 2. Consumer Perception Driven Pricing, Price to Value, 3. Psychological Influences to Price Sensitivity. Part II: MANAGING PRICE VARIANCES. 4. Price Segmentation. 5. Price Promotions, Discount Management. Part III: ESTABLISHING PRICE STRUCTURES. 6 Price Structures and Multipart Tariffs. 7 Add-ons and Accessories, Versioning, Bundling. 8 Subscriptions and Customer Lifetime Value, Yield Management. Part IV: PRICING STRATEGY. 9 Competition and Pricing. 10 Product Life Cycle Pricing. Pricing Decisions and the Law.

9 Module Code: MN-M019 Module Title: Strategic Relationship Marketing Semester: TB1 Contact hours: 30 The module is designed to highlight the importance of relationship management as an approach to building sustainable competitive advantage (as opposed to transactional purchase exchanges). The module focuses on a range of stakeholder relationships customer, employee, supply chain partner. The module takes a value chain approach to analysing modern marketing, highlighting the need to build broad communities of relationships for business success. The module aims to provide students with a comprehensive awareness of the methods by which relationships can be formed with stakeholders, how such relationship can be managed and built, as well as when such relationship may require maintenance or termination. 1 Relationships in marketing (overview of the sets of relationships that occur in marketing) 2 Relationship economics (analysing the value of relationships) 3 Strategic relationships (relationship marketing in practice) 4 Relationship drivers (trust, commitment, need, satisfaction) 5 Customer relationships (services, products, profit chains) 6 Internal relationships (employees, internal markets, human resources) 7 External relationships (supply and value chain relationships) 8 Relationship management (longitudinal maintenance) 9 Technologies for relationship marketing (role of information technology) 10 Future of relationship marketing in practice

10 Module Code: MN-M020 Module Title: Marketing in Emerging Markets Semester: TB1 Contact hours: 30 This module is designed to evaluate the opportunities and challenges for marketers of a range of emerging global markets. The module takes a context sensitive approach to evaluating the ongoing trends in the practice of marketing around the world The module aims to prepare students to conduct marketing in industry in a global trading environment. 1 Socio-cultural influences on marketing 2 Legal and political issues in developing markets 3 Market orientation and brand strategies in emerging markets 4 Product development and market entry for multinationals 5 Competing with domestic brands and domestic giants 6 Marketing communications for emerging markets 7 Infrastructure in emerging markets 8 Marketing in Islamic countries 9 Marketing in non-capitalist markets 10 The rise and fall and rise of global marketing strategy.

11 Module Code: Module Title: MN-M021 Corporate Social Responsibility & Social Marketing Semester: TB1 Contact hours: 30 The module is designed to develop an awareness of how organisations exist in a broader societal context and how, as such, they can act as positive forces for societal change. The unit starts with an in-depth of analysis of contemporary trends in corporate social responsibility before examining the role of social marketing to promote positive societal outcomes. As such, students will undertake a practical social marketing project as part of the module. The module aims to prepare students for undertaking a range of roles in the modern marketing organisation that relate to the management of corporate social responsibility. The module also aims to provide students with an awareness of the role of social marketing in society. Contemporary CSR theory and practice Stakeholder analysis, pressure groups and customer resistance Global CSR in practice pro s and con s CSR strategy formation, implementation and barriers The role and consequences of marketing and society Social responsibility and the rise of social marketing Strategic planning for social marketing Strategic implementation of social marketing Progressive socially responsible marketing strategies

12 Module Code: MN-M538 Module Title: Advanced Strategy Semester: TB2 Contact hours: 30 The module provides an overview of advanced and contemporary issues in modern strategy. The module serves to integrate all areas of strategy side of the MSc Marketing & Strategy. A range of invited industrial speakers to engage students in contemporary strategy debates. The module aims to introduce students to a range of contemporary and advanced topics in modern strategic management practice. 1. Fundamentals of strategy reviewed 2. Planning and strategy - was Ansoff right all along? 3. Strategy and budgeting the costs of strategy 4. Does sustained performance exist does strategy influence this? 5. Strategy for globalisation market entry in USA (Toyota), market entry in China 6. First vs second mover advantage Nokia, Apple, Blackberry 7. Strategic change is bad change better than no change at all 8. Short term (Western) strategy vs long term (Japanese) strategy 9. New strategy approaches policy deployment and high performance organisations 10. Strategy and marketing

13 Module Code: MN-M539 Module Title: Market Research, Analysis & Decision Making Semester: TB2 Contact hours: 30 Contact Description: 6x 2 hour lecture; 6x 1 hour seminars; 4x 3 hour computer labs This module covers specific analytical methods and models that can be used to analyze the market, and looks at how decision makers can use these models to develop marketing strategies and programmes. The aim of this course is to equip students with knowledge and skill based competencies required for using 'decision models' for effective decision-making in marketing research. This module aims to provide students with knowledge of market research, analysis and decision making. 1 Marketing research and the marketing engineering approach 2 Industry and Competitor Analysis 3 Advanced Principles of Customer Analysis 4 Quantitative research methods: surveys design, measurement and scales 5 Quantitative analysis in SPSS: data handling, t-tests, correlation, regression 6 Quantitative analysis in SPSS: factor and cluster analysis for segmentation and positioning 7 Quantitative analysis in AMOS: principles of structural equation modelling 8 Quantitative methods: market demand and forecasting 9 Qualitative research methods 10 Developing marketing decision from data driven analysis 2 x individual coursework analysis proposal (one side of A4-5% each) 2 x individual coursework analysis (45% each)

14 Module Code: MN-M540 Module Title: Business-to-business Marketing Strategy Semester: TB2 Contact hours: 30 This module allows marketing students to deepen their awareness and knowledge of the key issues in business to business marketing theory, research and practice. It details the differences between Business to Consumer and Business to Business marketing, presents the distinct approaches required in managing business customers, the importance of relationships and the impact of technology on business to business marketing. This module aims to equip marketing students to deepen their awareness and knowledge of the key issues in business to business marketing theory, research and practice. 1.Distinguishing Features of Business to Business Marketing 2.The Business to Business Marketing Environment 3.Organisational Buying Behaviour 4.Strategic Planning in Business to Business Marketing 5.Managing Business Marketing Channels 6.Segmenting, Targeting and Positioning in Business Markets 7.Business Marketing Communications 8.Pricing in Business to Business Marketing 9.Technology and Business to Business Marketing 10. Ethical Considerations for Business Mark

15 Module Code: MN-M541 Module Title: Advertising & Promotions Strategy Semester: TB2 Contact hours: 30 The focus of this module is on marketing communications, especially advertising and promotion. In highly competitive market places, differentiation of products and communications poses increased challenges for organizations. Students will learn how companies can create effective and successful advertising and promotion campaigns. Particular emphasis is on the use of new and integrated media, as well as on the social and ethical aspects of advertising and promotion. A range of smaller and larger case studies will be used to illustrate issues and challenges. This module aims to prepare students for a strategic role in advertising or marketing communications. 1. Advertising, promotions and integrated marketing communications 2. Theorising advertising and promotion 3. Advertising agencies and marketing communications 4. New digital channels for advertising and promotions 5. Non-advertising methods: product placement, promotions and communications 6. International advertising 7. Advertising ethics and regulation, nationally and globally 8. Contemporary research in advertising and promotion 9. Strategic advertising and promotions design, planning and implementation 10. Course recap.

16 Module Code: MN-M542 Module Title: Digital & Social Media Marketing Strategy Semester: TB2 Contact hours: 30 This module explores how rapidly evolving and ubiquitous technologies are enabling organisations to deal with traditional issues surrounding customer attraction, acquisition and retention using contemporary digital strategies. Students will undoubtedly be familiar with many of the technologies that are used by organisations for advertising their goods/services be it via , search engines or social media. This module aims to build on students existing awareness by highlighting, amongst other things, how the decision to engage in digital marketing is made, how this is aligned with the broader organisational and marketing strategies, as well as the Key Performance Indicators (KPI) that are used to determine the success, or otherwise, of digital marketing. The module also aims to encourage students to be able to evaluate the various digital marketing channels available to organisations, as well as to formulate a digital marketing strategy. This module aims to provide students with an understanding and critical appreciation of the digital marketing channels available to organisations and the various issues that require consideration when deciding upon the digital marketing strategy to be employed. Introduction to Digital Marketing Digital Marketing strategy Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) Black Hat and Negative SEO Website intelligence and return on investments marketing Social media marketing Online public relations Affiliate marketing Mobile marketing Privacy, trust and security issues

17 Module Code: MN-M543 Module Title: Strategic Marketing Planning Semester: TB2 Contact hours: 30 The module is designed to provide an end-to-end overview of the marketing planning process from strategic conception to evaluation of implementation success. This includes: auditing stakeholders, objectives and strategy formation, planning for sales/pricing/channels/customer and then implementation. The module aims to provide students with a critical awareness of the strategic marketing planning process. Students will learn how to create, design, implement and evaluate marketing plans. 1 The marketing planning process 2 Market audits 3 Marketing objectives and strategies 4 Marketing communication planning 5 Sales Planning 6 Pricing planning 7 Channel Planning 8 Customer Relationship Management 9 Planning Implementation 10 Measuring the effectiveness of marketing planning Group (5 people) coursework plan of no more than one side of A4 (5%) Group (5 people) coursework of 4000 words (25%)

18 Module Code: Module Title: MN-M524 Fundamentals of Entrepreneurship and Small Business Management Level: M Credits: 30 Semester: TB2 Contact hours: 60 Contact Description: 20 x 2 hour lectures; 10 x 2 hour seminars This module is intended to provide students with an understanding of all the issues encountered by entrepreneurs in practice while framing these issues theoretically. The aim of this module is to provide students with a broad understanding of the concept of entrepreneurship and to investigate the main practical issues that entrepreneurs encounter in setting up and running a new or maintaining a small business. Introduction: Entrepreneurship and the Economy Theory of Entrep: Is an Entrepreneur Made or Learnt? Theory of Entrep: Schultz & Schumpter to RBV/TCE and beyond Getting Started: Innovation, Creativity and Crowd-sourcing Getting Started: Mastering new product development and Customer Research Getting Started: Market analysis, research and planning Getting Started: Finding finance: venture capital and public sources. Getting Started: Basic computing and data analysis Getting Started: Legal Issues: Structures and Employment Running a Business: Operations, supply and networks Running a Business: Decision analysis and forecasting Running a Business: E-Business and Social Media Running a Business: Sales, negotiation and sales force management Running a Business: Book-keeping, profit/loss, accounting, finance and tax Growing a Business: Transformational & Inspirational Leadership Growing a Business: Growing pains and discontinuous shifts Growing a Business: International Expansion and Export Growing a Business: Corporate Entrepreneurship Giving Back: Ethical and Environmental Standards; Social Entrepreneurship Maximising Return: IPO and sale 2 x Individual coursework plan of no more than one side of A4 (5% each) 2 x Individual coursework of 2500 words (20% each) 2 hour unseen examination (50%)

19 Module Code: MN-M525 Module Title: Project Management Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars This module is intended to provide students with a thorough understanding of the project management process and the ability to undertake management of projects in practice. This includes the use of computer based project management software for planning and control. The module aims to provide students with an understanding of the subject of project management and prepare them to undertake project management activities in the real world. This module will also support students undertaking independent group based work during the course to their studies. The context of project management, its structures Project sources, initiation, types and features. Project objectives and specifications. Project Management - Management groups, aims of project management, staffing of project management groups. Planning the project - Estimating, networks, risk analysis, work breakdown structure, work packages, probabilistic methods. Strategy deployment through projects and project strategy, from strategy to planning, Overview and detail models of planning, Project execution and control, and process development. Project Monitoring and the effects of change. Reporting procedures. Project reviewing systems - the use of computers in project control, simulation, coding methods for cost control.

20 Module Code: MN-M518 Module Title: International Management Consulting Level: M Credits: 30 Semester: TB2 Contact hours: 60 Contact Description: 20 x 2 hour lectures; 10 x 2 hour seminars The module is designed to develop an awareness and a detailed understanding of approaches to tactical and strategic management consulting including large scale transformation of business processes. Context and background: origins, growth, definitions and importance of the management consulting sector; types of management consulting firms and sectors - jurisdictional control; globalisation of consulting; position of management consulting within the professions. Consulting as a professional service, partnership model of organisation The management consulting network: Stakeholders; Professional Associations; Working across boundaries, outsourcing and associate models, internal and external consultants Client relations: Variations in relations (types of interaction and client capture); Role of the client; Managing client relations. The practices and processes of acquiring consulting (bidding/acquiring contracts/setting up project teams/doing the work/producing reports/debriefing); How a consulting intervention can add strategic value (or not) Project management for management consulting Different approaches to consulting: the intervention cycle, including methodologies for needs assessment, evaluation and feedback; Models of change management and systems approaches Analysing organisational context during change The role of knowledge, training and development in organisations; Models of learning: individual, problem solving Models of learning: organisational, systems Models of learning: group dynamics and change Leadership in consulting and organisational change Coaching and mentoring for consulting change Negotiation and change management in consulting led change Writing up findings and reporting back to peer group and project client. Sustaining the change programme after intervention Challenges for management consulting. Group coursework plan of no more than one side of A4 (5%) Group coursework of 4000 words (45%) 2 hour unseen examination (50%)

21 Module Code: MN-M534 Module Title: Business Analytics Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars Business analytics as applied to big data is a game-changing opportunity for business practice. The last decade has seen an explosion in the volume of data collected by business and government providing opportunities to analyse behaviours at individual and macro- levels. The purpose of this module is to inform students as to the major concepts of business analytics both in theory and in practice from a strategic perspective. The module aims to prepare students for the analysis of large data sets in business organisations. What is big data and why is it important Big data technology Business analytics models Business analytics at the strategic level Development and deployment at the functional level Business analytics at the analytical level Data sourcing and collection Embedding an analytic approach across the organisation Information management Business analytics modelling in practice Data privacy and ethics

22 Module Code: MN-M519 Module Title: Global e-business Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars The module is designed to develop an awareness of how electronic business technologies and models are shaping the practice of contemporary organisations. This will include consideration of a full range of e-business systems, from the internet to mobile technologies and apply them in developed and developing world contexts. The module brings together a range of conceptual models, frameworks, theories and cases to build an integrated picture of modern e-business practice for organisations large or small, public or private sector, domestic or global. The module aims to provide students with a comprehensive awareness of modern e-business models, technologies and practices. Background and development of e-business Critical and theoretical issues in e-business e-business adoption Business models and e-business strategy e-marketing Business-to-business e-commerce and value chain strategy Online communi

23 Module Code: MN-D004 Module Title: Independent Consultancy Project Level: D Credits: 60 Semester: TB3 Contact hours: 8 Contact Description: 5 hours briefing sessions; 6 x 30 minute advisor meetings This module forms the compulsory Part II stage of the MSc Management. The module requires students to undertake a management consultancy report for a business within their chosen pathway area. This involves analysis of the current situation of the business as related to either a business opportunity or business problem. This analysis maybe based on either (i) collection of primary data inside the organisation, or (ii) based on a review of secondary data (ie.,published works and information on the company). Students will then, using knowledge gained during the MSc Management programme, as well as a detailed literature review, identify a path forward for the company and evaluate the feasibility of their suggestions. The module aims to bring together all elements of the MSc Management by requiring students to apply what they have learnt during the programme in a real world organisation. This process aims to translate class-room based theory into practice-based knowledge. Participants are required to write a management consultancy report on a real company. Acting like an external management consultant, the participant will perform an analysis of the company and its environment using publicly available data. The report should identify areas of improvement, the rationale for change, the resources needed, and the expected outcomes. 5% Project Proposal 95% individual word report.

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