Department of Marketing 2 nd Year Classes 2013/14

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1 2 nd Year Classes 2013/14 Core Classes: MK206 Consumer Behaviour MK207 Marketing Research Elective Classes: MK320 Management of Sales Operations MK324 Retail Management MK325 Essentials of International Marketing MK326 Digital Marketing & Social Media

2 MK206 Consumer Behaviour Class Details: Type: Core Class Semester: Semester 1, Week 1 - Week 12 Co-ordinator Name: Dr Kathy Hamilton Address: This class is devoted to the exploration of consumer behaviour a process that covers several aspects, including the identification of needs, evaluation of products and services, the purchase decision, as well as post-purchase behaviour. Making a purchase can be observed, but what drives the decision? The subjective and emotional side of consumer behaviour is rooted in attitudes, perception, motivation, emotion, and experience. This course will give a holistic picture of the modern consumer a consumer that not only acts as an individual, but also as a member of a group and community with particular requirements and needs. Customers needs and requirements are right at the heart of strategy formulation of modern organisations. Therefore, this course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models that are associated with buying, having, and being. Everyone is a consumer. In this course, students will be able to bring alive the theoretical underpinnings of consumer behaviour with their own experience. By the end of the class, students are expected to develop and demonstrate knowledge, understanding and skills in the following areas: Consumers in the marketplace, Consumers as Individuals, Consumers as Decision-Makers, and Consumers as Social Beings. Transferable skills will include analytical skills, application skills, discussion skills, and library skills. Assessment for this class will be via an assignment (40%), and a written exam (60%). Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M, K. (2010) Consumer Behaviour: A European Perspective (4th Ed) Prentice Hall

3 MK207 Marketing Research Class Details: Type: Core Class Semester: Semester 2, Week 1 - Week 12 Co-ordinator Name: Prof. Alan Wilson Address: Marketing Research and customer information provide a critical input to the planning and development of a company's marketing strategy. The marketing concept can be implemented more effectively when adequate information about the market and potential buying behaviour is available. This class provides an overview of the decisions and stages of the Marketing Research Process. The class aims to provide students with a clear appreciation of the importance of marketing research, the research process and the approaches/ techniques used. Research is looked at within the context of customer information now being available from a wide range of sources including databases, loyalty cards and the Internet. Particular emphasis is placed on questionnaire design, sampling and data analysis. Students will work in groups on a marketing research project. This will involve hands-on experience in proposal writing and questionnaire design. The core mission of the class is to provide students with a clear appreciation of the importance of marketing research and customer information, the research process and the approaches/ techniques available. By the end of the class, students are expected to develop and demonstrate knowledge and skills of the following areas: marketing research in its commercial, political, international and socio-economic contexts the need for an integrated approach to marketing research and other sources of customer information the client / supplier relationships in marketing research as well as the activities involved in the purchase of marketing research the marketing research process and the activities involved in managing a marketing research project quantitative and qualitative research methodologies the application of techniques for questionnaire/ discussion guide design, sample selection and data analysis the professional and ethical responsibilities of marketing researchers Assessment for this class will be via a group assignment (40%), and a written exam (60%). Wilson, A. (2012) Marketing Research: An Integrated Approach 3rd Edition FT Prentice Hall.

4 MK320 Management of Sales Operations Class Details: Type: Elective Class Semester: Semester 2, Week 1 - Week 12 Co-ordinator Name: Dr. Michael Marck Address: This course reviews the sales strategies and theories surrounding the consultative and relational aspects of sales management. The course highlights the challenges and rewards of becoming involved in the growing field of professional sales and sales management. The mission is to discover how the role of sales management has become more consultative while ensuring customers obtain maximum value for their money. The new selling concepts of value creating selling, insight selling and challenge your customer selling will be explored in detail. To understand the sales process and the integral role sales management has within the selling company and for the customer. To learn the skills of setting sales goals and sales forecasting. To develop personal skills pursuant to the role of a professional sales person and sales manager. Assessment for this class will be via an individual assignment (40%), and a written exam (60%). TBC

5 MK324 Retail Management Class Details: Type: Elective Class Semester: Semester 2, Week 1 Week 12 Co-ordinator Name: Dr. Sean Ennis Address: Over the past decade the retail sector has been one of the most dynamic areas in business. Leading retailers in the various sub-categories such as food, clothing and electrical goods have been at the forefront of innovative marketing and IT-related developments. The retail sector also provides a very clear indication of the overall health and robustness of the economy. The rise or fall of the individual s disposable income is very quickly reflected in terms of expenditure on items. In this respect, the retail sector acts as the weather vane for the economy. The aim of this course is to enable students to gain an understanding of all aspects of the management of retail operations. The content of the course will focus on both the theory and its application to specific sub-retail sectors. In particular, the course examines the role of marketing in the process of retail management and its relationship to the other business functions. Knowledge-based. The nature and evolution of retail marketing, namely: retail institutional change retail concentration the role of competition. The retail marketing environment: the classification of retail stores the general retail marketing environment the infernal micro-environment external macro-environment. Consumer behaviour and its relationship to retail marketing strategy development the shopping behavioural process consumer decision making The elements of the retail marketing mix: retail market segmentation and positioning the specific elements of the retail (as opposed general) marketing mix. Skills-based On completion of the course, students should be able to: critically evaluate the relevance of retail management theory and concepts in various retailing contexts design retail marketing strategies for specific categories of retailers assess the relevance of international retail marketing strategies in the context of whether they can be adapted for the domestic market place

6 identify, define and analyse the changes that are taking place in the retail sector, such as e- tailing. Assessment for this class will be via an individual assignment (40%), and a written exam (60%). TBC

7 MK325 Essentials of International Marketing Class Details: Type: Elective Class Semester: Semester 1, Week 1 - Week 12 Co-ordinator Name: Prof Anne Marie Doherty Address: We live today in an interconnected world which Marshall McLuhan referred to once as the global village. Communications link us in real time with all corners of the Earth. International Marketing is therefore very necessary because of the globalisation which sits at the very core of our society. We depend on this interconnected world for much of what we consume and our wellbeing as a society is dependent on how successful we are in this interconnected world where trading never ceases. This module introduces students to the breadth, the scope, the risks and the complexity of international marketing which arises from the increased level of uncertainty of operating in diverse and less understood environments. Emphasis is placed on the challenges presented so as to equip students to deal with the differences, opportunities and threats emerging from these diverse economic, demographic, political/legal, cultural, technical and competitive environments. By the end of the class, students are expected to develop and demonstrate knowledge and skills in the following areas: The internationalisation process and selecting an appropriate mode of market entry. Marketing Management complexity across countries and cultures. Recognising corporate cultures and consumer cultures. The effect on consumer attitudes and perceptions and influence on branding, communications and packaging decisions. Globalisation and the issues related to standardisation and adaptation for the firm. Assessment Assessment for this class will be via an assignment (40%) explained in tutorial classes, and a written exam (60%). Core Text TBC

8 MK326 Digital Marketing & Social Media Class Details: Type: Core Class Semester: Semester 1, Week 1 - Week 12 Co-ordinator Name: Dr. Jillian Ney Address: Marketing practices have dramatically changed with the rise of social media and new technological developments in devices, platforms, and applications. The rapid evolution of the digital environment presents new opportunities and challenges for marketers. Through a combination of theory, case studies, best practice examples, current news items, and assignments, students learn how the elements of a digital strategy work to attract prospective customers. Specifically, students learn best practices for social media marketing, content marketing, organic and paid search, search engine optimization, marketing, landing pages and display advertising. Students discuss strategies for reputation management in a world where information is disseminated virally and discover how social media monitoring and data analysis can be used to improve marketing and product development activities. The importance of establishing digital marketing goals and analytics is also covered. Given that the digital landscape has an increasingly important role in our daily lives, students will also be encouraged to draw on their own experiences to aid understanding of the theoretical content of the class. During the lectures students will be encouraged to engage with the lecturer during the lecture and via Twitter. The students will have up to an hour after each lecture to ask any additional questions relating to the lecture material (all Tweets should be signposted with the modules unique hashtag #strathdigital). The Tweets will be answered by the lecturer after the lecture (in the allotted time scales). A number of digital marketing professionals will also be able to engage with the students through Twitter and answer any questions. The aim of this class is to provide students with a thorough understanding of the main theories and principles of digital marketing, and to provide practical skills and knowlede in the areas of digital marketing and social media engagement. It will also highlight the necessity of an integrated approach to digital marketing, traditional marketing and business objectives. A guide to effective measurement, management and strategy realignment will also be provided. The following topics will be covered, each discussed with reference to examples from different digital marketing practices: Integrated Digital Marketing Strategy - Overview of changing behaviours online including the use of two screens - Overview of digital environment (digital, social, search) - Evaluating current digital proposition - Integrating digital strategy with current marketing and business objectives Digital Marketing - Digital marketing landscape

9 - Digital strategy development - Location based marketing Social Media - Social Media Landscape - UGC - Branded social spaces - Social media buying - Community management - Measurement - Attribution modeling versus last interaction Search Marketing - SEO - PPC - Adwords and media buying - Affiliates marketing - Analytics Interface Design and User Experience - Web design - User experience - Privacy and sustainability Assessment for this class will be via an individual assignment (40%), and a written exam (60%). TBC

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