Module ACB-1600:
Marchnata
Module Facts
Run by Bangor Business School
20.000 Credits or 10.000 ECTS Credits
Semester 1 & 2
Organiser: Mr Carl Mather
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
-
Deall cysyniadau allweddol marchnata, fel segmentu a thargedu.
-
Lleoli a dadansoddi gwybodaeth am sefydliadau a'u gweithgareddau marchnata.
-
Dangos dealltwriaeth o natur newidiol yr amgylchedd marchnata a’r modd y mae hyn yn effeithio ar weithgareddau marchnata.
-
Deall prif nodweddion ymddygiad prynu defnyddwyr a'u heffaith.
-
Gwerthuso prif elfennau strategaeth farchnata.
Assessment Methods
Type | Name | Description | Weight |
---|---|---|---|
COURSEWORK | Aseiniad Unigol | 30.00 | |
COURSEWORK | Gwaith Cwrs | 20.00 | |
EXAM | Arholiad | 25.00 | |
Aseiniad | 25.00 |
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 sentistevely 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.htmlReading 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:
- N107: BA Business year 1 (BA/BUS)
- R1N1: BA French with Marketing year 1 (BA/FRMKT)
- R2N1: BA German with Marketing year 1 (BA/GERMKT)
- N5R3: BA Marketing with Italian year 1 (BA/MKITAL)
- N5R1: BA Marketing with French year 1 (BA/MKTFR)
- NR51: BA Marketing and French (4 year) year 1 (BA/MKTFR#)
- N5R6: Marketing with French with International Experience year 1 (BA/MKTFRIE)
- N5R2: BA Marketing with German year 1 (BA/MKTGER)
- NR52: BA Marketing and German (4 year) year 1 (BA/MKTGER4)
- NR53: BA Marketing and Italian (4 year) year 1 (BA/MKTITAL)
- NR54: BA Marketing and Spanish (4 year) year 1 (BA/MKTSP)
- N5R4: BA Marketing with Spanish year 1 (BA/MKTSP#)
- R4N5: BA Spanish with Marketing year 1 (BA/SPMKT)
- N200: BSc Business Management year (BSC/BM)
- N20B: BSc Business Management (4 year with Incorp Foundation) year 1 (BSC/BM1)
- N20F: BSc Business Management year 1 (BSC/BMFF)
- N2N5: BSc Business Management and Marketing year 1 (BSC/BMM)
- N2NC: BSc Business Man & Marketing (4 yr with Incorp Foundation) year 1 (BSC/BMM1)
- N5NF: BSc Business Management and Marketing year 1 (BSC/BMMF)
- N5NP: BSc Business Management and Marketing with Placement Year year 1 (BSC/BMMP)
- N20P: BSc Business Management with Placement Year year 1 (BSC/BMPP)
- N101: BSc Business Studies year 1 (BSC/BS)
- N10B: BSc Business Studies (4 year with Incorporated Foundation) year 1 (BSC/BS1)
- NNM1: BSc Business Studies & Marketing with Intl Experience year 1 (BSC/BSMIE)
- NN1M: BSc Business Studies and Marketing year 1 (BSC/BSMKT)
- NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 1 (BSC/BSMKT1)
- N5C8: BSc Marketing with Psychology year 1 (BSC/MP)
- C6N5: BSc Sport Science & Marketing year 1 (BSC/SSM)
- CN5P: Sport Science and Marketing with Placement Year year 1 (BSC/SSMP)
Optional in courses:
- NR43: BA Accounting/Italian year 1 (BA/AIT)
- NR44: BA Accounting/Spanish year 1 (BA/ASP)
- N1R1: BA Bus Stud with French year 1 (BA/BSFR)
- N1R2: BA Business Studies with German year 1 (BA/BSGER)
- N1R3: BA Business Studies with Italian year 1 (BA/BSIT)
- N1R4: BA Business Studies with Spanish year 1 (BA/BSSP)
- NR41: BA French/Accounting year 1 (BA/FRA)
- NR42: BA German/Accounting year 1 (BA/GA)
- N109: BSc Bus Analytics w Financial Tech year 1 (BSC/BAFT)
- L190: BSc Business Economics year 1 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 1 (BSC/BEC1)
- L19F: BSc Business and Economics year 1 (BSC/BECF)
- L191: BSc Business Economics with International Experience year 1 (BSC/BECIE)
- L19P: BSc Business Economics with Placement Year year 1 (BSC/BECP)
- 8V55: BSc Banking and Finance (with International Experience) year 1 (BSC/BFIE)
- N391: BSc Banking and Finance year 1 (BSC/BFIN)
- N39B: BSc Banking and Finance (4 year w Incorporated Foundation) year 1 (BSC/BFIN1)
- N39F: Banking and Finance year 1 (BSC/BFINF)
- N39P: BSc Banking and Finance with Placement Year year 1 (BSC/BFINP)
- N2ND: BSc Business Management with Accounting year 1 (BSC/BMA)
- N2NF: BSc Business Man with Account (4 yr with Incorp Foundation) year 1 (BSC/BMA1)
- N3NF: BSc Business Management with Accounting year 1 (BSC/BMAF)
- N2NP: BSc Business Management with Accounting with Placement Year year 1 (BSC/BMAP)
- NN23: BSc Business Management and Finance year 1 (BSC/BMF)
- NN2B: BSc Business Man & Finance (4 year with Incorp Foundation) year 1 (BSC/BMF1)
- NN2F: BSc Business Management and Finance year 1 (BSC/BMFINF)
- NN2P: Business Management and Finance with Placement Year year 1 (BSC/BMFP)
- NBR1: BSc Business Management with French year 1 (BSC/BMFR)
- NBR2: BSc Business Management with German year 1 (BSC/BMG)
- NBR3: BSc Business Management with Italian year 1 (BSC/BMI)
- NBR4: BSc Business Management with Spanish year 1 (BSC/BMS)
- NN1H: BSc Business Studies and Finance year 1 (BSC/BSFIN)
- NN1J: BSc Business Studies and Finance (4 year with Incorp Found) year 1 (BSC/BSFIN1)
- L112: BSc Financial Economics with International Experience year 1 (BSC/FEIE)
- L111: BSc Financial Economics year 1 (BSC/FINEC)
- L11B: BSc Financial Economics (4 year w Incorporated Foundation) year 1 (BSC/FINEC1)
- L11F: BSc Financial Economics year 1 (BSC/FINECF)
- L11P: BSc Financial Economics with Placement Year year 1 (BSC/FINECP)