MSc Management (Marketing) Programme Design. Academic Year

Transcription

1 MSc Management (Marketing) Programme Design Academic Year

2 MSc Management (Marketing) The MSc Management 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 onethird of the total degree The MSc Management has a distinct range of programme pathways. All MSc Management students undertake the same compulsory modules in the first semester. This provides all students with a core foundation in business and management while also allowing students to change their programme pathway up until December of their year of enrolment. The pathway selected dictates the modules that a student will study in the second semester and the topic of the independent research project completed over the summer. 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 the module and programme catalogue on offer. As such, this document should be taken as indicative rather than definitive and modules may be altered or withdrawn at any time. Programme Design Semester 1 Semester 2 MN-M013 Marketing Management MN-M001 Managing Financial Resources MN-M012 Human Resource Management MN-M011 Professional Skills Development MN-M532 Operations Management MN-M522 Strategy MN-M531 Consumer Behaviour MN-M521 Marketing Research Part 2 MN-D004 Independent Consultancy Project (60 credits) 2

3 Module Code: MN-M013 Module Title: Marketing Management Semester: TB1 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars The purpose of this module is to teach students how to analyse markets and buyers' behaviour. It looks at all aspects of marketing including how to identify appropriate markets, how products can be developed to suit chosen markets, and provides an overview of the factors that need to be considered when developing and executing marketing programmes. This module aims to prepare students for a strategic role in marketing management. Analysing the internal and external environment of the company Market and competitor analysis An introduction to Customer Behaviour Segmentation, Targeting and Positioning Product development/product and service strategies Pricing Distribution and Logistics Integrated Marketing Communications Organising and implementing a marketing programme Budgeting for a marketing programme Evaluating the effectiveness of a programme Ethical issues in marketing Group coursework of 3000 words (40%) 2 hour unseen examination (60%) 3

4 Module Code: MN-M001 Module Title: Managing Financial Resources Semester: TB1 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour weekly seminars Finance and accounting are of critical importance in the support of all business activities so this course is designed to introduce the basic concepts on which finance and accounting are based, providing students with a toolkit that enables a better understanding of the performance of businesses and the decisions and problems they face. This module provides students with an introduction to accounting. How businesses and their resources work. Sources of finance. Financial reporting and statements - Content, interpretation/ratio analysis and limitations. Investment appraisal including payback and net present value. Budgets and budgeting. Allocation of resources to business decision making/pricing. Individual coursework plan of no more than one side of A4 (5%) Individual coursework of 2500 words (25%) 2 hour unseen examination (70%) 4

5 Module Code: MN-M012 Module Title: Human Resource Management Semester: TB1 Contact hours: 29 Contact Description: 10 x 2 hour lectures; 9 x 1 hour seminars Human Resource Management (HRM) has become the dominant concept in the field of employment relations in recent times. This course critically evaluates the claim that the firm can achieve a sustained competitive advantage through its human resource with the implementation of HRM. It introduces the key functions of HRM and looks at the implications of HRM of companies operating within diverse contexts. Human Resource Management (HRM) has become the dominant concept in the field of employment relations in recent times. This course critically evaluates the claim that the firm can achieve a sustained competitive advantage through its human resource with the implementation of HRM. It introduces the key functions of HRM and looks at the implications of HRM of companies operating within diverse contexts. Recruitment and Selection Training-introduction to VET (vocational, educational and training) systems Reward Management Performance Appraisal and Development Involvement and Participation Equal Opportunities International HRM In-class test (30%) 2 hour unseen examination (70%) 5

6 Module Code: MN-M011 Module Title: Professional Skills Development Semester: TB1 Contact hours: 30 Contact Description: 10 x 2 hour lecture; 10 x 1 hour seminar This module helps equip students with the academic study skills appropriate to the MSc in Management and enhance their employability. This includes use of information technology, commercial awareness, as well as study skills and planning. This module aims to help equip students with the academic study skills appropriate to the MSc in Management and enhance their employability. Sessions (order will vary): Academic Skills - structuring ideas - literature search, using databases, plagiarism - presentations writing and structuring - group work and team work - time management, revision and exam preparation - cross-cultural working Communication Skills - public speaking - critical writing Employability Skills - graduate employment 1x 40% group coursework of 3000 words (academic skills literature review) 1x 40% individual coursework of 2000 words (communication skills - critical writing) 1x 20% individual coursework of 2 pages in length (employability skills) 6

7 Module Code: MN-M532 Module Title: Operations Management Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars Managing Processes concerns with efficient management of resources associated with the production and delivery of goods and services. Operations Management provides the techniques commonly associated with resource management and, as such, is integral to the effective functioning of both manufacturing and service-based organisations. The module covers conceptual and qualitative aspects as well as providing grounding in some of the quantitative techniques used for practical problem-solving in the area of Operations Management. This module aims to provide students an appreciation for both the qualitative and the quantitative aspects of Operations Management. Indicative syllabus: 1.History & Development of Operations Management 2.Service Operations & Service Quality 3.Service: Service Failure and Recovery 4.Quality: Intro and History Quality: Applying Tools Quality, Quality Improvement, 5.Process Design, Process Improvement & Mapping 6.Planning: Capacity Management and Inventory Management 7.Planning: ERP, MRP, Kanban, e-connections Planning: 8.New Product Development Planning: Cross-Functional Operations 9.Lean Operations 10.Supply Chain Management Individual coursework plan of no more than one side of A4 (5%) Individual coursework of 2500 words (25%) 2 hour unseen examination (70%) 7

8 Module Code: MN-M522 Module Title: Strategy Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars This module provides an introduction to the basic frameworks and concepts used in modern business. The aim of this module is to provide students with the basic analytical and theoretical models used in business research and practice. 1. Introduction to strategy. Levels of strategy and strategic decision making. 2. Global Organisation and outsourcing, new global power balance and Eastern superpowers 3. Analysing the strategic environment: The macro / micro environment. Introducing the importance of the external context. PESTEL / SWOT analysis and scenario planning. Industry and market analysis using Porter s Five Forces model and strategic group mapping 4. Internal analysis Establishing Core Competence ( part one): Introducing the resource based view. Resources, competences and strategic capabilities. Introduction of VRIO to assess competitive advantage. 5. Internal analysis Establishing Core Competence (part two): Value systems and managing strategic capabilities /core competencies. Use of the value chain model emphasizing the techniques of application. 6. Stake holder mapping and management. Some brief background on the strategic importance of stakeholders. A brief history, including Freeman Introduces the power/interest matrix to map stakeholders 7.Competitive positioning: Use of Porter s generic strategies and Bowman s strategy clock to analyse current strategic position of the organization 8. Organisational structure - M form, corporate parenting, public sector 9. Identifying and evaluating strategic options. Use of models such as product / growth market matrix to identify options and use of suitability, acceptability, feasibility criteria for the latter. 10. Module summary / revision Individual coursework plan of no more than one side of A4 (5%) Individual coursework of 2500 words (25%) 2 hour unseen examination (70%) 8

9 Module Code: MN-M531 Module Title: Consumer Behaviour Semester: TB2 Contact hours: 30 Contact Description: 10 x 2 hour lectures; 10 x 1 hour seminars An understanding of international consumer behaviour in the fast-changing environment is critical to marketing management. The module is designed to examine key factors influencing consumer behaviour (e.g. the psychological core, culture and social issues, decision making processes, innovation). The module will explore different methods and/or approaches to understand consumers and discuss implications to marketing management. Consumer behaviour is an interesting subject of dynamics. It involves thoughts, feelings and actions when consumers are engaged in consumption processes. An understanding of consumer behaviour in the fast-changing environment is critical to marketing management. This module provides an overview of consumer behaviour and possible approaches for marketing strategies. The module is designed to examine key factors influence consumer behaviour (e.g. the psychological core, culture and social issues, decision making processes, innovation). The module will explore different methods and/or approaches to understand consumers and discuss implications to marketing management. 1.Consumers in the international market introduction to consumer behaviour 2.The consumer society: motives and values 3.Shopping, buying and evaluating 4.Perception 5.The self 6.Motivation, values and lifestyle 7.Consumers as decision markets: learning and memory 8.Attitudes 9.Individual decision marketing and influencers/reference groups 10.Consumer behaviour for marketing: marketing mix, segmentation and targeting Each lecture has an accompanying seminar on the same topic, except for: Week 5 coursework preparation seminar Week 10 - revision session and worked mock-exam. Individual coursework plan of no more than one side of A4 (5%) Individual coursework of 3000 words (35%) 2 hour unseen examination (60%) 9

10 Module Code: MN-M521 Module Title: Marketing Research Semester: TB2 Contact hours: 30 Contact Description: 5 x 3 hour lectures; 5 x 3 hour computer labs This module examines both the theoretical and practical sides of the marketing research process. Overall, the course is designed to equip participants with the knowledge to be able to design, implement and evaluate theoretically sound marketing research projects in a commercial environment. The module is designed to enhance the analytical capabilities of students using basic as well as advanced marketing research techniques and tools including multivariate methods. The emphasis is on thoroughly understanding marketing research techniques and the compilation of a marketing research report. This module aims to provide students with the knowledge to be able to design, implement and evaluate theoretically sound marketing research projects in a commercial environment. Lectures and workshops: 1 Marketing Research Process and Problem Definition (3 hour lecture) 2 Secondary Data Sources & Research Ethics (3 hour lecture) 3 Qualitative Research (NVivo computer lab) (3 hour computer lab) 4 Experiments and observations (3 hour lecture) 5 Questionnaire Design (3 hour lecture) 6-9 Quantitative data analysis (review of tests of difference, regression, factor/cluster analysis in SPSS) (3 hour computer labs) 10 Research Reports (3 hour lecture) 2 x individual coursework analysis proposal (one side of A4) (5% each) 2 x individual coursework analysis (45% each) 10

11 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. Non-requisite: MN-D005; MN-D006 11