Rhedir gan Bangor University International College

20.000 Credyd neu 10.000 Credyd ECTS

Semester 1 a 2

Trefnydd:

An aim of this module is to provide an understanding of key concepts, recent developments and issues within the strategy of business organisations with an emphasis on a critically evaluative approach to application. Students are also introduced to the theories and concepts of marketing as a business function and will relate theory to practice in terms of setting a company’s marketing objectives, formulating and implementing a marketing strategy, sales and promotional activities, market research and the impact of technology on marketing activities.

Concept and development, including a brief history of business strategy, the distinction between corporate and business strategy, design versus process, corporate strategy, scope of the firm, vertical integration Analysis of business environment, including industry profitability, the five forces and their uses, external sources of competitive advantage Analysis of resources and capabilities, including their nature and use in determination of strategy, the growing role of knowledge management Organisational structure, including organisational design, structural forms and strategic development and management systems Competitive advantage, including Porter’s generic strategy approach, cost advantage, differentiation, the value chain Marketing function in business, its place in a company’s organisational structure, main theories, models and concepts Importance of marketing strategy and the roles played in its implementation by related activities such as the provision of promotional materials in various media, the sales network and its activities Global marketing strategy, including analysing the international competitive environment, location of production, entering markets with cultural awareness and regard to local sensitivities Market research, customer behaviour and the impact of technological change an in particular the growing importance of social media

trothwy

Student has performed sufficiently well in demonstrating a basic knowledge and understanding of a number of topics studied to have achieved the lowest level of pass grades.

ardderchog

Student has engaged consistently with all the topics of the module and so demonstrated a high level of suitability for the next phase of the master’s programme

da

Student has scored well in many of the topics studied and achieved the progression grade, and so demonstrated a clear suitability for the next phase of the master’s programme

1. 2) Demonstrate an understanding of key concepts and be able to refer to latest developments in the field

2. 4) Explain the differences between marketing and sales and illustrate ways in which the two relate to each other

3. 6) Show an understanding of how strategic planning (or a lack of it) impacts on businesses using case studies demonstrating the range and effectiveness of marketing strategies drawn from real business situations

4. 1) Demonstrate an understanding of the importance of strategic thinking and planning within businesses

5. 7) Demonstrate confidence in the use texts, journals and related materials and adopt a critically evaluative approach to materials and scenarios studied

6. 5) Assess the impact of technological change on marketing approaches and activities

7. 3) Demonstrate an understanding of marketing theories, models and concepts, relating these to the marketing function within an international business environment

Math	Enw	Disgrifiad	Pwysau
	presentation		20.00
	case study/report		40.00
	final exam		40.00

		Oriau
Practical classes and workshops		120
Private study		80

• Llythrennedd - Medrusrwydd mewn darllen ac ysgrifennu drwy amrywiaeth o gyfryngau
• Hunanreolaeth - Gallu gweithio mewn ffordd effeithlon, prydlon a threfnus. Gallu edrych ar ganlyniadau tasgau a digwyddiadau, a barnu lefelau o ansawdd a phwysigrwydd
• Cyflwyniad - Gallu cyflwyno gwybodaeth ac esboniadau yn glir i gynulleidfa. Trwy gyfryngau ysgrifenedig neu ar lafar yn glir a hyderus.
• Dadl - Gallu cyflwyno, trafod a chyfiawnhau barn neu lwybr gweithredu, naill ai gydag unigolyn neu mewn grwˆp ehangach

• Demonstrate numeracy skills required as a basis for further studies in Economics, Financial Accounting and Management
• Demonstrate an understanding and ability to analyse economic issues on a local and international scale
• Accurately apply business models to show an understanding of efficiency and external pressures to an organisation
• Demonstrate an understanding of the business environment, legal processes and systems

Goblygiadau o ran adnoddau ar gyfer myfyrwyr

Students will be required to purchase the core textbook

Rhestr ddarllen

Core Johnson G. and Scholes (2004) Exploring corporate strategy, 7th edition FT Prentice Hall

Supplementary Masterson, R. and Pickton, D. (2014) Marketing: An Introduction (3rd edition) Sage Publications: London Puccio, G.J., Mance, M. and Murdock, M.C. (2011) Creative Leadership 2nd edition Sage Volberda, H. et al (2011) Strategic Management: Competitiveness and Globalization Cenage

Gorfodol mewn cyrsiau:

• N1BJ: MA Business and Marketing (with Incorporated Pre-Masters) year 0 (MA/BMK1)
• N2BB: MBA Environmental Management (with Incorporated Pre-Masters) year 0 (MBA/EM1)
• N1BL: MBA International Business (with Incorporated Pre-Masters) year 0 (MBA/IBUS1)
• N2BC: MBA Information Management (with Incorporated Pre-Masters) year 0 (MBA/INFM1)
• N2BA: MBA Management (with Incorporated Pre-Masters) year 0 (MBA/M1)