ACME Module Descriptor

Transcription

1 Module Code : MKT101 Module Title : Understanding the Customer Level 07 SCQF 20 School Dundee Business School S2 of Business and Alexandre Schwob To examine factors underlying consumer behaviour. To highlight the importance of consumer orientation to businesses in today's economy. The aim of this module is to provide the student with an understanding of consumer behaviour and develop knowledge of the methods used for investigation of consumer preferences. 1. Identify the factors underpinning consumer behaviour and evaluate the nature and type of decisions undertaken by consumers. 2. Demonstrate the practical implications of consumer behaviour theory in a marketing context. 3. Design research tools to examine consumer preferences and behavioural tendencies. 1. An introduction to the consumer orientated economy. An introduction to the consumer orientated economy, the decision making process, influences on consumer behaviour, factors underlying consumer behaviour. 2. Approaches to consumer behaviour. Approaches to consumer behaviour and consumer research. 3. Market segmentation. Concepts of market segmentation and customer profiling. Statement on Teaching, and Students will be engaged in the analysis of consumer behaviour patterns, individually and in groups, for at least 50% of their contact time, and that enquiry ial/seminar : 14 Supervised Practical : 14 : 60 Independent : 98 Report Research proposal ,2,3 Class Test Test ,2 Oral,Visual,Diagrammatic,Computer Based,Reading,Writing,Professional Communication,Problem Solving,Research,ICT Skills,Self Evaluation,Interpersonal,Quantitative,Profess

2 Module Code : MKT102 Module Title : Marketing Level 07 SCQF 20 School Dundee Business School S1 of Business and Alexandre Schwob To provide an introduction to the foundations of Marketing theory. The aim of this Module is to provide the student with: A deep understanding of the foundations of marketing theory. 1. Relate current observable marketing practice to concepts, theories and managerial issues relating to the management of marketing, particularly elements of the marketing mix. 2. Develop marketing, predominently the marketing mix, solutions for a specified marketing problem. 1. The concept of marketing The nature of marketing and the contemporary marketing concept. The marketing approach highlighting the concept of the marketing mix. 2. The application of marketing Examining the application of marketing in business, comparing sectors and investigating perspectives of stakeholders. 3. Recent developments in marketing, use and usefulness Discussing the application of technology and how it has been used to communicate the marketing message. 4. Managing and management in marketing The influences, issues and decisions involved in developing, implementing and managing marketing in business. Statement on Teaching, and Students will be engaged in inquiry and real world business challenges, individually and in groups, for at least 60% of their contact time, and that inquiry ial/seminar : 14 Supervised Practical : 14 : 60 Independent : 98 Report Commercial report ,2 Masterton, R. Pickton, D 2014 Marketing An Introduction, 3Rd Ed. London: Sage Publications Ltd Blythe, J Principles Practice Of Marketing, 3Rd Ed. London: Sage Publications Ltd Kotler, P. Et Al Principles Of Marketing, 6Th Ed. Harlow: Prentice Hall Oral,Visual,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional

3 Module Code : MKT201 Module Title : Marketing Research in Practice Level 08 SCQF 20 School Dundee Business School S2 of Business and GARY MULHOLLAND To provide an analysis of marketing research methods for academic and practical purposes. The aim of this Module is to provide the student with : an understanding of the nature and purpose of, and approaches to, academic and practical marketing research, and to develop appropriate research knowledge and skills. 1. Evaluate the process of selection, justification, analysis and interpretation of appropriate research methodology and data to meet specified research aims and objectives. 2. Develop a research based solution for a specified marketing problem. 1. The purpose of marketing research To understand the differences between research, journalism and consultancy. To develop understanding of marketing research, where it comes from and how it could and should be applied using a variety of contexts. The ethics, risk assessment and legal aspects of research will be examined and assessed. 2. Designing the research question and strategy Formulating research questions through understanding the literature, gaps in the research and then developing an appropriate research question and methodologies, understanding their role, limitations and criteria for selection. 3. Primary research methodologies Understand approaches to primary research, qualitative and quantitative research methods. Accounting and dealing with generalisability, validity and reliability in method selection. 4. Analysing data and preparing reports Understanding strategies of qualitative and quantitative data analysis, the management and interpretation of that data and providing commentary and recommendations in the form of a report based on that analysis. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry ial/seminar : 14 Supervised Practical : 67 Independent : 105 Report Commercial report ,2 Class Test Unseen class test ,2 Iacobucci, D. And Churchill, G.A Marketing Research: Methodological Foundations London: Createspace Indepent Publishing Saunders, M. Et Al 2012 Research Methods For Business Students London: Pearson Education Bryman, A., And Bell, E Business Research Methods Oxford: Oxford University Press

4 Oral,Visual,Symbolic,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Communication,Enterprise,Problem Solving,Research,Self Evaluation,Planning,Interpersonal,Quantitativ Module Code : MKT202 Module Title : Digital and Social Media Marketing Level 07 SCQF 20 School Dundee Business School S1 of Business and Alexandre Schwob Introducing the role and importance of digital and social media marketing in today's businesses and marketing strategies. The aim of this Module is to provide the student with : An understanding of how web sites, social media and businesses digital footprint impact on marketing and marketing strategies. 1. Evaluate web, digital and social media presence individually and collectively in terms of their appropriateness to marketing efforts. 2. Develop digital marketing solutions for specified marketing problems. 1. The nature of digital marketing Traditional marketing, internet marketing, e marketing, e commerce, digital marketing: definitions and differences, the concept of conversion marketing, legal and ethical issues in digital marketing. 2. Understanding organisations and their web sites The concept of Business Models, application of these concepts to web sites, digital marketing and social media, designing the customer interface and their use in the specification and evaluation of digital and social media. 3. Integrating a digital footprint into marketing strategy Understanding and measuring the impact of 'digital' on marketing strategy, researching and profiling the online and digitally aware and active customer, information processing, online buying, socially engaged customers. 4. Building customer traffic in the digital world Comparing the effectiveness of online and offline campaigns and understanding digital methods of building traffic: interactive advertising, sponsorship and tenancies, search marketing, analytics, link building, blogs and social networks, viral marketing. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry ial/seminar : 14 Supervised Practical : 14 : 60 Independent : 98 Presentation Commercial pitch ,2 Report ,2

5 Commercial report Ryan, D Understanding Digital Marketing: Marketing Strategies For Engaging The Digital Generation London: Kogan Page Dahl, S Social Media Marketing: Theories And Applications London: Sage Publications Brown, E Working The Crowd: Social Media Marketing For Business London: British Informatics Society Ltd Oral,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Module Code : MKT203 Module Title : Creativity, Innovation and Marketing Level 08 SCQF 20 School Dundee Business School S1 of Business and PRS_CODE= To evaluate the marketing function in business, discussing the practical nature of the discipline across the range of marketing functions. The aims of this Module are to provide the student with: An understanding of the marketing function in business and how a range of marketing subjects which include sales, advertising, branding event marketing and marketing research can be realised through creativity and innovation. 1. Evaluate how the various marketing functions operate across a range of businesses and contexts. 2. Develop marketing solutions for a range of marketing problems in an apprentice style format. 1. Nature and scope of marketing Marketing as a contemporary business function, its use in combination with other business functions. 2. Market Orientation Understanding how marketing and its multiple functions operate both inside and outside the organisation. 3. Being a marketer Understanding the skills required to become a marketer through a series of practical led activities. 4. Evaluating the marketer Critically reflecting on the type of marketer you are, a strategist, creative designer, analyst, sales person, event organiser, researcher or PR and advertiser. Statement on Teaching, and Students will be engaged in inquiry and real world business challenges, individually and in groups, for at least 60% of their contact time, and that inquiry Lecture : 2 ial/seminar : 26 Supervised Practical : 67 Independent : 105

6 Portfolio Portfolio of activities ,2 Masterton, R. And Pickton, D Marketing An Introduction, 3Rd Ed. London: Sage Publications Ltd Baines P, Fill C, And Page K Essentials Of Marketing Oxford: Oxford University Press Kotler, P. Et Al Principles Of Marketing, 6Th Ed. Harlow: Prentice Hall Oral,Visual,Symbolic,Aural,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Physical,Profes Module Code : MKT301 Module Title : Brand Level 09 SCQF 20 School Dundee Business School S1 of Business and PRS_CODE= To provide critical insight into the role of brand and branding in business and marketing products and services to customers. The aim of this Module is to provide the student with : an understanding of how brands and branding impact on the competitive position of businesses. 1. Critically evaluate brand and branding in terms of the application and appropriateness to marketing efforts. 2. Develop branding solutions for a specified marketing problem. 1. Managing the brand and branding The influences and issues involved in developing and implementing branding strategies in local, national and international contexts. 2. Marketing and the brand The role of branding in marketing strategy, examining theories and approaches to ensure a positive correlation between brand development, maintenance and profitability. 3. The brand campaign Planning brand campaigns, considering influencing factors, communications, budget, media selection, scheduling, creativity, monitoring and evaluation. 4. Decision making in branding strategies Understanding the nature, scope and contribution of branding decisions and the criteria for, and problems with selecting appropriate strategies. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry ial/seminar : 14 Supervised Practical : 14 : 60 Independent : 98

7 Report Commercial report ,2 Johansson, J.K. And Carlson, K.A Contemporary Brand London: Sage Publications Ltd Kapferer, J.N The New Strategic Brand : Advanced Insights And Strategic Thinking, 5Th Ed. London: Kogan Page Wheeler, A Designing Brand Identity: An Essential Guide For The Whole Branding Team, 4Th Ed. London: John Wiley & Sons Oral,Visual,Symbolic,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Module Code : MKT302 Module Title : Sales and Selling Level 09 SCQF 20 School Dundee Business School S1 of Business and GARY MULHOLLAND This module provides a thorough examination of the personal selling process and the nature of, and decisions involved in, sales and selling. The aim of this Module is to provide the student with : a theoretical knowledge and appreciation of the context, nature, practice and management of the sales force and selling in businesses. 1. Evaluate the nature and role of personal selling and sales management, the interaction between business and customer and the effectiveness of processes, training and techniques to marketing efforts. 2. Develop creative sales and selling solutions for a specified marketing problem. 1. TThe Context of Personal Selling and Sales Personal selling and the role of the sales force in a businesses marketing efforts. Discussing the types of selling and the importance of sales tactics. 2. The Personal Selling Process Nature and importance of understanding buyer behaviour, the stages in the personal selling process and influences on this process. The role of relationship building and the management of questions in personal selling. 3. Sales Decisions Nature and role of sales management, the importance of leadership and an analysis of the major decisions in sales force management, including recruitment and selection, training. of major accounts. The influences on sales management decisions and its role in marketing efforts. 4. Controlling the Sales Force Nature of, and techniques involved in, sales forecasting, budgeting and determinants and methods of evaluating selling and sales force effectiveness. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry ial/seminar : 14 Supervised Practical : 14 : 60 Independent : 98

8 Presentation Commercial pitch ,2 Report Commercial report ,2 Johnston, M.W. And Marshall, G.W Sales Force : Leadership, Innovation, Technology, 11Th Ed. London: Routledge Miller, R.B., Heiman, S.E. And Tuleja, T The New Strategic Selling: The Unique Sales System Proven Successful By The World's Best Companies London: Logan Page Futrell, C Sales, 8Th Ed, London: South Western College Publishing Oral,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Module Code : MKT303 Module Title : Communication and Creative Design Level 09 SCQF 20 School Dundee Business School S2 of Business and PRS_CODE= To provide critical insight into the theory and practice of managing marketing communications and the role creative design plays in this as a method for developing better relations with customers. The aim of this Module is to provide the student with : a sound theoretical basis for decision making in the fields of marketing communications and creative design. 1. Critically analyse the approaches, principles, management and contribution of marketing communications and creative design to businesses. 2. To develop creative communicative and design led solutions for a specified marketing problem. 1. Marketing communications The role of marketing communications in marketing strategy. The marketing communications process and theories which help us understand it. Discussing issues, integration and design of communications in business. 2. Public Relations The role of public relations and marketing public relations, evaluating techniques, management and evaluation of approaches. 3. Communications toolkit The toolkit evaluation comprises discussion of sponsorship, events and exhibitions, social media, digital and two way engagement, the planning of approaches, budgetary considerations, campaign integration, measurement and creative design. 4. Campaigns Planning the campaign: influencing factors, communications objectives, budget setting, media selection and scheduling, creative strategy, copy creation and creating media packs, campaign monitoring and evaluation. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry ial/seminar : 16

9 Supervised Practical : 12 : 60 Independent : 98 Report A communications campaign ,2 Egan, J Marketing Communications, 2Nd Ed. London: Sage Publications Ltd Fill, C Marketing Communications: Brands, Experiences And Participation, 6Th Ed. London: Pearson Smith, P.R. And Zook, Z Marketing Communications: Integrating Offline And Online With Social Media London: Kogan Page Oral,Visual,Aural,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Module Code : MKT303 Module Title : Communication and Creative Design Level 09 SCQF 20 School Dundee Business School S3 of Business and PRS_CODE= To provide critical insight into the theory and practice of managing marketing communications and the role creative design plays in this as a method for developing better relations with customers. The aim of this Module is to provide the student with : a sound theoretical basis for decision making in the fields of marketing communications and creative design. 1. Critically analyse the approaches, principles, management and contribution of marketing communications and creative design to businesses. 2. To develop creative communicative and design led solutions for a specified marketing problem. 1. Marketing communications The role of marketing communications in marketing strategy. The marketing communications process and theories which help us understand it. Discussing issues, integration and design of communications in business. 2. Public Relations The role of public relations and marketing public relations, evaluating techniques, management and evaluation of approaches. 3. Communications toolkit The toolkit evaluation comprises discussion of sponsorship, events and exhibitions, social media, digital and two way engagement, the planning of approaches, budgetary considerations, campaign integration, measurement and creative design. 4. Campaigns Planning the campaign: influencing factors, communications objectives, budget setting, media selection and scheduling, creative strategy, copy creation and creating media packs, campaign monitoring and evaluation. Statement on Teaching, and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry

10 200 ial/seminar : 16 Supervised Practical : 12 : 60 Independent : 98 Report A communications campaign ,2 Egan, J Marketing Communications, 2Nd Ed. London: Sage Publications Ltd Fill, C Marketing Communications: Brands, Experiences And Participation, 6Th Ed. London: Pearson Smith, P.R. And Zook, Z Marketing Communications: Integrating Offline And Online With Social Media London: Kogan Page Oral,Visual,Aural,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Professional Module Code : MKT401 Module Title : Strategic Marketing Level 10 SCQF 20 School Dundee Business School S2 of Business and Alexandre Schwob This module provides a detailed and critical examination of the nature, process, analysis, decisions and issues involved in the development and implementation of strategic marketing in the contemporary organisation. The aim of this Module is to provide the student with : a detailed, comprehensive and critical understanding of the nature and complexity of strategic marketing, and the ability to apply relevant knowledge to the analysis and solution of problems in strategic marketing. 1. Critically evaluate the nature of strategy and strategic decisions and examine the process and contribution of strategic marketing planning to the development of business strategy. 2. Critically examine the range and complexity of decisions involved in strategic marketing and provide creative solutions to a specified strategic marketing problem. 1. Overview of Strategy and Strategic Marketing Planning Nature of strategy and strategic decisions. Contribution of strategic marketing to business strategy development. Nature and stages of the strategic marketing planning process. 2. Analysis for Strategic Marketing Nature, scope and contribution of analysis to strategic marketing. Nature and role of the mission statement and the marketing audit. Environmental, competitor and customer analysis. Market segmentation and target market selection. Nature and application of the SWOT and PEST analytical models. 3. Decision Making in Strategic Marketing Influences, issues and decisions involved in developing the strategic marketing mix with reference to product, price, promotion and distribution. 4. Selection and Implementation of Strategic Marketing Plans Criteria for, and problems involved in, selecting strategic marketing options. The impact of other functional strategies and issues in the implementation of

11 strategic marketing plans. The nature and contribution of internal marketing to such implementation. Statement on Teaching, and Teaching and Students will be engaged in enquiry and real world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry 200 Lecture : ial/seminar : Supervised Practical : : : Independent : Report Commercial report ,2 Baker, M.J Marketing Strategy And, 5Th Ed. London: Palgrave Macmillan West, D., Ford, J. And Ibrahim, E Strategic Marketing: Creating Competitive Advantage Oxford: Oxford University Press Ferrell, O.C. And Hartline, M Marketing Strategies, 5Th Ed. London: South Western College Publishing Oral,Visual,Diagrammatic,Reading,Writing,Collaboration,Professional Module Code : MKT402 Module Title : Customer Relationship Level 10 SCQF 20 School Dundee Business School S2 of Business and PRS_CODE= Lecture : ial/seminar : Supervised Practical :

12 : : Independent : Presentation Commercial pitch ,2 Report Commercial report ,2 Buttle, F. And Maklan, S 2015 Customer Relationship : Concepts And Technologies London: Routledge Baran, R.J. And Galka, R.J Crm: The Foundation Of Contemporary Marketing Strategy London: Routledge Payne, A. And Frow, P Strategic Customer : Integrating Relationship Marketing And Crm Cambridge: Cambridge University Module Code : MKT403 Module Title : Marketing Dissertation Level 10 SCQF 40 School Dundee Business School S1S2 of Business and GARY MULHOLLAND To provide critical insight, evaluation and the production of a marketing research project. The aim of this Module is to provide the student with : an understanding of and an opportunity to demonstrate marketing research skills, culminating in the production of a marketing research project. 1. Identify an appropriate marketing research question, design an appropriate research strategy and consider ethics and the implications for practical marketing application. 2. Conduct and comment on primary research, analyse and interpret this research data and report findings, providing conclusions and recommendations as appropriate on a specified marketing problem. 1. Define the research How research questions are generated and refined to produce working bases for research. The role of academic literature in the process and the importance of ethics and codes of conduct in market research. 2. Designing the research strategy Marketing research methods, their application and implications. Selecting and implementing research methods, anticipating actionable outcomes and preparing the research for implementation. 3. Analysing primary data Statistical tests for validity and reliability. Key approaches to quantitative and qualitative analyses and commenting on and interpreting data. Discussing the outcomes of primary research and findings based on research data and formulating conclusions recommendations. 4. Preparing the report Understanding the interdependence of chapters, the narrative drive, the contribution to knowledge and implications of the research to marketing and future research in the subject. Statement on Teaching, and This is an Honours project module, focusing on applied market research, running over two semesters. This module is supported by individual supervision and a classroom based research methodology programme. In semester one, the research methodology programme will focus on the philosophy of research, research approaches and design, and data collection methods; and in semester 2 the module will explore data analysis, presentation and research report production. Students are expected to demonstrate a sense of ownership of their project for which they will be required

13 to develop a project plan and drive the project forward to completion. Lecture : 24 ial/seminar : 24 Supervised Practical : 6 : 170 Independent : 176 Report Literature Review Report Methodology Dissertation Dissertation ,2 Iacobucci, D. And Churchill, G.A Marketing Research: Methodological Foundations London: Createspace Indepent Publishing Bradley, N Marketing Research: Tools And Techniques, 3Rd Ed. Oxford: Oxford University Press Malhotra, N.K. And Birks, D.F Marketing Research, 4Th Ed. London: Pearson Oral,Aural,Diagrammatic,Computer Based,Reading,Writing,Collaboration,Physical,Professional Module Code : MKT501 Module Title : International Marketing Level 11 SCQF 20 School Dundee Business School S2 of Business and GARY MULHOLLAND This module examines the nature and complexity of managing marketing in an international context. The aim of this Module is to provide the student with : The aim of this module is to provide the student with: a detailed and critical understanding of the relevant concepts, models, theories, issues, influences and decisions relating to marketing within the context of a complex and dynamic global environment, and the ability to apply relevant knowledge to the analysis and solution of problems in international marketing. 1. Critically analyse concepts, models, theories and issues relevant to international marketing: 2. Analyse the influences on, and the decisions involved in, the development and implementation of international marketing strategy: 3. Apply relevant knowledge and understanding to the analysis and creative solution of problems in international marketing and be able to communicate this through the medium of a management report: 1. Nature, Scope and Concept of International Marketing Marketing in an international context. The globalisation debate: driving forces and constraints, and implications for international marketing management. Alternative management orientations towards international markets. The internationalisation process of the firm: explanatory models, motives and problems

14 2. The international marketing environment An analysis of the major dimensions of the environment of international markets: economic, cultural, political, legal. Implications of the environment for international marketing decisions. 3. International Market Research and the Market Entry Decision Role, scope, process and problems of international marketing research. Screening and selecting international markets. Nature of, and influences on, the market entry decision Managing the International Marketing Mix The major influences, issues and decisions involved in developing and implementing marketing plans for international markets with specific reference to product, price and advertising. The standardisation v adaptation debate. The locus of decision making: centralised v decentralised 5. Organisation for International Marketing An evaluation of the organisational alternatives facing the international company, including agents, licencing, joint ventures and the wholly owned subsidiary. Statement on Teaching, and Apart from an opening lecture, the module is delivered through a programme of international marketing case studies. These are issued in advance for analysis and consideration by the student. Case study work in class involves small group work, student presentations and open interactive discussion. This is supported by detailed, guided reading and a set of slides covering all topic areas which are available for the student on Blackboard. The purpose of the case study programme is for the student to explore and develop understanding of the module content and to apply the knowledge gained from independent reading and work to the analysis and solution of international marketing problems. This approach ensures that the student will be engaged in enquiry and project based work, individually and in groups, for at least 60% of their contact time, and that the enquiry process will increasingly drive their independent access to the information with which they work. 200 ial/seminar : 14 Supervised Practical : 14 : 85 Independent : 73 Portfolio Aspects of International Marketing ,2,3 Case Study Applied theory to practice ,2,3 Ghauri, P.N. And Cateora, P.R International Marketing 4Th Ed. McGraw Hill: London. Czinkota, M.R. And Ronkainen, I.A International Marketing 10Th Ed South Western Cengage Learni Baack, D.W., Harris, E.G. And Baack, D International Marketing Sage: London Oral,Reading,Writing Communication,Problem Solving,Research