Module ACB-1600:
Marchnata

Module Facts

Run by Bangor Business School

20 Credits or 10 ECTS Credits

Semester 1 & 2

Organiser: Mr David James

Overall aims and purpose

Mae’r modiwl hwn yn rhoi cyflwyniad i amcanion a nodweddion marchnata fel swyddogaeth fusnes. Mae’n canolbwyntio ar y broses a ddefnyddir gan sefydliadau i adnabod anghenion a dyheadau cwsmeriaid, i bennu pa farchnadoedd targed y gellir eu gwasanaethu orau, ac i gynllunio rhaglenni priodol i wasanaethu’r marchnadoedd hyn. Mae marchnata yn swyddogaeth fusnes graidd ac yn athroniaeth ar draws y sefydliad. Mae'r cysyniad marchnata yn mynd at wraidd angen sefydliad i fynegi a dilyn amcanion, gan greu gwerth i'w wahanol randdeiliaid. Mae'r modiwl yn pwysleisio'r cysyniad o werth i gwsmeriaid, mae hefyd yn archwilio a phwyso a mesur y penderfyniadau a’r dulliau sydd ar gael i sefydliadau roi gwerth i gwsmeriaid. Mae hyn yn cynnwys ystyried gwahanol elfennau o'r dulliau marchnata amrywiol, fel swyddogaeth cynnyrch, brand, pris, hyrwyddo, lle a phobl.

Course content

Cysyniadau craidd, Yr amgylchedd marchnata, Ymchwil Marchnata, Gwahaniaethu [segmentu, targedu, lleoli], Ymddygiad prynu defnyddwyr a'r broses benderfynu, Strategaeth farchnata a'i gweithredu, Moeseg, y Farchnad Fyd-eang, Cysylltiadau cwsmeriaid a gwerth i gwsmeriaid, Marchnata gwasanaethau; Creu Mantais Gymharol

Assessment Criteria

good

Da: B- i B +(60-69%): Perfformiad da iawn. Defnyddir y rhan fwyaf o'r wybodaeth berthnasol yn gywir. Dealltwriaeth dda o elfennau damcaniaethol/cysyniadol/ymarferol. Integreiddio da o theori/ymarfer/gwybodaeth wrth geisio cyflawni amcanion y gwaith a asesir. Tystiolaeth o ddefnyddio sgiliau creadigol ac adfyfyriol.

excellent

Rhagorol: A- i A + (70%+):Perfformiad rhagorol. Defnyddio'r wybodaeth berthnasol yn gywir. Dealltwriaeth ragorol o elfennau damcaniaethol/cysyniadol/ymarferol. Integreiddio da o theori/ymarfer/gwybodaeth wrth geisio cyflawni amcanion y gwaith a asesir. Tystiolaeth gref o ddefnyddio sgiliau creadigol ac adfyfyriol.

C- to C+

Lefel Arall: C- i C + (50-59%): Llawer o’r wybodaeth a’r sgiliau perthnasol wedi’u defnyddio'n gywir at ei gilydd. Dealltwriaeth ddigonol o elfennau damcaniaethol/cysyniadol/ymarferol. Integreiddio gweddol o theori/ymarfer/gwybodaeth wrth geisio cyflawni amcanion y gwaith a asesir. Peth tystiolaeth o ddefnyddio sgiliau creadigol ac adfyfyriol.

threshold

Trothwy: D- to D+ (40-49%): Dim o bwys wedi ei hepgor neu'n anghywir o ran defnyddio gwybodaeth/sgiliau. Rhywfaint o ddealltwriaeth o elfennau damcaniaethol/cysyniadol/ymarferol. Cyfuno theori/ymarfer/gwybodaeth i'w weld yn ysbeidiol wrth gyflawni amcanion y gwaith a asesir.

Learning outcomes

  1. Deall cysyniadau allweddol marchnata, fel segmentu a thargedu.

  2. Lleoli a dadansoddi gwybodaeth am sefydliadau a'u gweithgareddau marchnata.

  3. Dangos dealltwriaeth o natur newidiol yr amgylchedd marchnata a’r modd y mae hyn yn effeithio ar weithgareddau marchnata.

  4. Deall prif nodweddion ymddygiad prynu defnyddwyr a'u heffaith.

  5. Gwerthuso prif elfennau strategaeth farchnata.

Assessment Methods

Type Name Description Weight
EXAM Arholiad

Arholiad Ysgrifenedig / Atebwch unrhyw 2 gwestiwn o blith 5.

30
EXAM Arholiad

Arholiad ysgrifenedig diwedd modiwl Ateb unrhyw 2 gwestiwn o blith 5.

30
COURSEWORK Aseiniad Unigol

traethawd

20
COURSEWORK Gwaith Cwrs

Traethawd (cymhwyso cysyniadau i sefyllfaoedd bywyd go iawn).

20

Teaching and Learning Strategy

Hours
Lecture

2 ddarlith 1 awr i'w cynnal bob wythnos drwy gydol Semester 1 a Semester 2.

40
Private study

Bydd hyn yn cynnwys darllen cyfeiriedig o werslyfrau penodol yn ogystal â deunydd darllen arall a argymhellir o ffynonellau eraill, yn cynnwys cyfnodolion. Yn ogystal, ymchwil i gwblhau aseiniadau gwaith cwrs ac adolygu cyffredinol ar gyfer arholiad ar ddiwedd y modiwl.

140
Tutorial

Tiwtorial 1 awr bob pythefnos i drafod yn fanylach agweddau penodol ar y gwaith ac i archwilio astudiaethau achos er mwyn cymhwyso cysyniadau.

20

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Numeracy - Proficiency in using numbers at appropriate levels of accuracy
  • Computer Literacy - Proficiency in using a varied range of computer software
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
  • Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
  • Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
  • Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.

Resources

Talis Reading list

http://readinglists.bangor.ac.uk/modules/acb-1600.html

Reading list

Principles of Marketing [7th European edition ] Kotler, Armstrong, Harris & Piercy cyhoeddwyr; Pearson

Pre- and Co-requisite Modules

Pre-requisite of:

Courses including this module

Compulsory in courses:

Optional in courses: