Modules for course N1AV | MA/BUSMRK
MA Business and Marketing

These are the modules currently offered on this course in the 2018–19 academic year.

You can also view the modules offered in the years: 2017–18.

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Year 1 Modules

Compulsory Modules

Semester 1

  • ASB-4006: Marketing Strategy (15)
    The philosophy and process of marketing, including service operations; Planning in the marketing environment; Market research to understand the consumer; Organisational Behaviour as Buyers and Suppliers; Creating value for customers; Managing Competition and Managing Products; Communicating Value for Customers, versus Competitors; Implementing Integrated Marketing; Future threats and opportunites? - Internet, International and Integrity.
  • ASB-4413: Int'l Strategic Management (15)
    The concepts of strategic management. The vocabulary of strategy; prescriptive and emergent strategies. Strategy, the organisation and the environment. The core processes: strategic analysis; strategy formulation; strategic choice. Vertical integration; make/buy decision; corporate parenting and internationalisation.
  • ASB-4431: Organisations and People (15)
    Theories and models of management: classical and contemporary; Organisation structures: strategy, design and function, job design; Organisation cultures: values, ethics, norms of behaviour; Organisation processes: survival, change, growth and development; Organisational learning, and learning organisations; Individual differences: perception, learning, motivation, equality and diversity; Groups and teams in the organisation; Managing relationships: power, control and conflict resolution, communication; Managers as leaders, people developers, coaches; Managing and rewarding performance.
  • ASB-4521: Int'l Marketing Communication (15)
    • Integrated marketing communication; • Application of contemporary communication theory and research methods; • International marketing communications strategies and planning; • Advertising and media planning; • Sales promotion and online marketing communication; • Public relations and exhibitions; • Advertising standardization and adaption; • Implementation and evaluation of integrated marketing communications strategy.

Semester 2

  • ASB-4010: New Venture Creation (15)
    Entrepreneurship theory and evolution of the concept; Starting your own business; Creativity and Innovation; Franchising; Buying a business; Succeeding in family business.
  • ASB-4115: Management Research (15)
    • Research methodologies and philosophy: positivism and interpretivism; • Qualitative research methods and the search for meaning; • The process: selecting a research strategy and design; • Data gathering, documentary records, triangulation and mixed methods; • Quantitative research design and methodologies; • Analysis of quantitative data; univariate and multivariate analysis, factor analysis, cluster analysis, and MANOVA.
  • ASB-4439: International Marketing (15)
    1. Introduction to international marketing; 2. The international marketing environment; 3. Internationalization theories; 4. Factors influencing market entry decisions; 5. Market entry strategies; 6. Building a global brand; 7. International marketing in practice (Case study); 8. Designing the international marketing programme; 9. Implementing the international marketing programme; 10. Issues and trends in international marketing.

60 credits from:

  • ASB-4900: MA Dissertation (60) (Semester 3)
    There is no set syllabus. The dissertation encourages students to develop a critical awareness of the professional skills relevant to the strategic management of a variety of business practices. Students choose their research topic, provided that there is suitable and sufficient reading material available, and a member of staff is available to supervise in the chosen area of study.
  • ASB-4904: Applied Business Projects (60) (Semester 3)
    Students will choose four Applied Business Projects from the list below: • e-Business and Value Chain • Human Resource Management • Financial Services Mis-selling • Investment and Private Banking • Operations Management • Business Planning

Optional Modules

15 credits from:

  • ASB-4030: Knowledge Management (15) (Semester 2)
    An introduction to the current state of KM within organisations including Knowledge Intensive Firms, the role of Knowledge Managers, Chief Knowledge Officers and perspectives of Knowledge Workers. Introduction to key terms such as knowledge, information and learning; and the historical context of Knowledge Management. Ontologies and Epistemologies of Knowledge and how this informs Knowledge Management Strategy. The process of Knowledge Management and Organisational Learning; and the role of the HR/ KM and CKO within this. Knowledge Management Strategies; inc codification and personalisation, and typologies of KM Strategy. Organisational memory and unlearning. Socio-cultural issues related to managing and sharing knowledge within organisations including Communities of Practice, Share/Hoard Dilemma and the issues of politics, power and culture The important role of HRM for KM; particularly in terms of recruiting, rewarding and retaining knowledge workers, leading& motivating knowledge workers and relations issues within the KM contract. The important roles of ICT, with emphasis on Social Media, in KM and how ICT & Social Media is increasingly used for collecting, storing, disseminating and representing formal and informal knowledge within the workplace. Emergent issues relating to International Knowledge Management and sharing across cultures The challenges of valuing knowledge Personal Knowledge Management
  • ASB-4426: Contemporary Issues in Mgmt (15) (Semester 2)
    Ethical dilemmas in management and organisation (critical management studies); Changing organisation structures and the implications for management; Managing across cultures; Contemporary approaches to leadership; Managing complexity and change; Managing for sustainability.
  • ASB-4440: Consumers in Global & Digital (15) (Semester 2)
    Introduction to consumer behaviour across cultures; The consumer as an individual part 1; The consumer as an individual part 2; Consumer decision-making; The role and impact of culture in consumer behaviour; Cultural theories and cultural value frameworks; The digital marketplace and its impact on consumers; Digital consumer behaviour theory; New trends in digital marketing.
  • ASB-4523: Marketing Analysis (15) (Semester 2)
    • Introduction to the marketing information system and the marketing research process • Types of marketing research data: Secondary data and Primary data • Measurement in marketing research • Data collection techniques and sampling issues • Introduction to data analysis • Hypothesis testing • Regression analysis • Multidimensional scaling and cluster analysis • Experimentation • Conjoint analysis
  • ASB-4527: Executive Compensation (15) (Semester 2)
  • ASB-4530: Global Brand Management (15) (Semester 1)
    • Introduction to brand management principles and practices • Defining and categorising brands • Brand equity theory • Brand positioning theory • Consumers and brands • Planning and implementing brand management programmes 1 • Planning and implementing brand management programmes 2 • Measuring, interpreting and monitoring brand performance • Growing and sustaining brand equity • Case studies in brand management (presentations)