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Module ACB-2113:
Cyfathrebu Marchnata

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

Organiser: Dr Sara Parry

Overall aims and purpose

Nodiadau: Mae’r modiwl hwn ar gael i’r myfyrwyr sy’n gwneud y BA/BSc mewn Astudiaethau Busnes a Marchnata a BA/BSc Marchnata yn unig.

Amcanion: Edrych ar y prosesau drwy’r hyn y caiff rhaglen farchnata integredig ei chynllunio, ei datblygu a’i gweithredu. Edrych ar yr amgylchedd yr hysbysebir ynddo a’r gwahanol ffactorau rheoliadol, cymdeithasol ac economaidd sy’n effeithio ar raglen cyfathrebu marchnata integredig sefydliad.

Course content

Cyfathrebu marchnata integredig; Defnyddio theori cyfathrebu a dulliau ymchwil cyfoes; Strategaethau a chynllunio dulliau o gyfathrebu marchnata; Hysbysebu a chynllunio yn y cyfryngau; Hyrwyddo gwerthiannau a chyfathrebu marchnata ar-lein; Cysylltiadau cyhoeddus ac arddangosfeydd; Gwerthu’n bersonol a marchnata uniongyrchol; Gweithredu a gwerthuso strategaeth cyfathrebu marchnata integredig.

Assessment Criteria


Threshold Satisfactory standard: No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work’s objectives.


Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.


Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

Learning outcomes

  1. Deall y theorïau a’r egwyddorion sy’n sail i ymarfer cyfathrebu marchnata.

  2. Defnyddio’r technegau a ddefnyddir gan rai sy’n marchnata wrth ddatblygu dulliau o gyfathrebu marchnata;

  3. Datblygu cynllun cyfathrebu marchnata integredig creadigol.

Assessment Methods

Type Name Description Weight
REPORT Project Grwp

Datblygu Cynllun IMC

EXAM Arholiad S1 2awr

Fformat traethawd hir


Teaching and Learning Strategy

Group Project 30
Lecture 20
Private study 50

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • 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.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
  • 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
  • Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in

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.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
  • 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.
  • Emotional intelligence and empathy.
  • 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.


Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: