Modules for course C8EY | MSC/AMS
MSc Applied Marketing Science
These are the modules currently offered on this course in the 2019–20 academic year.
- PCP-4004: Consumer Psychology: Theory (20) Core Introduction to Consumer Psychology; Flavours of research; Perception & Categorisation; The Motivated Consumer; Brands; Advertising; Attention; Decision-making; Atmospherics; Individual presentations (formal). Key research articles will be distributed via Blackboard during the semester. It will be assumed that students have access to the required textbook. The examination will be based on the material covered in both of the following texts, the material presented in lectures, and other supplied reading material. TEXTS Required: Kardes, F.R., Cline, T.W., & Cronley, M.L. (2010). Consumer Behavior: Science and Practice (International Edition). China: South-Western Cengage. Recommended: Statt, D, I. (1997). Understanding the Consumer: A Psychological Approach. London, England: MacMillan Press Ltd. Note: The Statt book is dated but it provides a good, basic overview of the topic. It will be particularly useful to students less familiar with psychological terminology.
- PRP-4025: Research Project (60) Core
- PRP-4009: Applied Consumer Psych (20) Core This module is intended for Masters level students working towards degrees in “Consumer Psychology and Business” or “Business and Consumer Psychology”. The module's aim is to provide practical research experience in consumer psychology and involves hands-on work with viable commercial enterprises. Students are partnered with local companies and are required to design and conduct a practical consumer research project, typically involving fieldwork (e.g., observation, interviews, surveys, focus groups). In completing this module, students learn how to communicate effectively with commercial groups, to develop and propose a feasible theoretically-grounded research project, to collect relevant data, to summarize findings, and to produce clear and effective oral and written reports. Project planning problems and data interpretation issues arising from the various projects are discussed each week so that students experience first hand the consumer issues faced by many companies working in different commercial sectors.
- PRP-4025: Research Project
80 credits from:
- XUE-4002: Design Thinking - Strategy (20) (Semester 2)
- ICE-4005: MSc Generalist Mini-project (20) (Semester 1 + 2)
- ASB-4006: Marketing Strategy (15) (Semester 1) 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-4007: Finance for Managers (15) (Semester 2) The different roles of accounting and its relationship to shareholder value and business structure; Measuring and reporting financial performance: the balance sheet and the profit and loss account; Management control and the use of budgets; The role of accounting information in marketing, operating, human resource and accounting decisions; Strategic investment decisions; The management of working capital; Sources of finance & financial markets.
- PPP-4012: Practical Programming (20) (Semester 2) The programming language we study is Visual Basic (VB), which enables you to create a visual user interface to your program. So as well as studying common elements of computer programming, we also spend time learning about the basics of visual interface design, and the kinds of common visual “controls” (clickable buttons, menus, lists of options etc.) typical of Windows-type interfaces. A variety of VB, known as Visual Basic for Applications (VBA), is embedded in many products of use in psychological research (Excel, E-Prime, Statistica, SPSS) as a scripting language. We will study VBA in the context of Excel to automate data analyses on spreadsheets (e.g., multiple t-tests, adaptive detection and removal of outliers). This is taught in the latter part of the course, and students should have prior experience of using Excel to handle data (i.e. of using the spreadsheet interface). Excel is included in MS Office software, and is made available to all students by the university. Visual Basic 2012 (Express edition) is available as a free download from Microsoft. Hence you will be able to work on your programs away from the lab. We will cover (at least) the following: General elements of programming (exemplified in Visual Basic): 1. Planning your program: What is the problem? How am I going to solve it? How can I break the solution down into steps? 2. Variables and Data types: How to declare, use and manipulate numbers, strings, lists, and (VB) objects. 3. Assigning values: How to give a variable a value. 4. Scope of variables: local and global variables. 5. Arithmetic operations: how to add, subtract, multiply etc 6. Simple string manipulations, e.g., concatenation. How to handle and manipulate filenames. 7. Collections of data: Creating and processing Lists and Arrays. 8. Subroutines and functions: What they are for, and the difference between them. Passing arguments and returning values from functions. 9. If... then ...else .. End if statements. How to make a conditional statement. 10. Loops: doing something repeatedly: a. For ... Next loops: doing the thing some number of times b. Do Until ... Loop, Do While ... Loop: doing the thing until (or while) some condition is fulfilled. 10. Basics of “Object-oriented” programming. Object hierarchies. Object.Method, Object.Property. Visual interface programming 1. Use of the VB programming environment,. 2. Graphical user interface (GUI) design. 3. Controls: what are they? Controls as objects. 4. VB Forms, placing controls on forms, naming controls. Changing properties of controls. 5. The object.method and object.property syntax. 6. How manipulate common VB controls: Command buttons, text boxes, list boxes, labels, frames, option (radio) buttons, check boxes, data tables, progress bars etc. 7. Standard methods for the common controls. Linking controls to the underlying program. 8. File input/output; reading data from a file. Using file dialogs to Open and Save files. Visual Basic for Applications (VBA): Use in Excel 1. Starting VBA in Excel: The programming interface 2. Linking VBA to the Excel worksheet. 3. The Excel object model: Workbooks, Worksheets, Ranges, Cells. 4. VBA program modules, and the VBA UserForm. 5. Programming data manipulation in Excel with VB. Suggested Reading. Foxall, J. (2010). Sams Teach Yourself Visual Basic 2010 in 24 Hours. Pearson Education. Gaddis, T., & Irvine, K., (2010) Starting out with Visual Basic 2010. Pearson. Walkenbach, J., (2010, 2nd Edition). Excel VBA Programming for Dummies. (For Dummies (Computers))
- PRP-4014: Advanced Research Methods (20) (Semester 2) The content of the course will comprise of the following elements: Systematic Review, Meta-analysis, Qualitative Analysis, Single-Case Designs, Advanced Regression, ANOVA and ANCOVA, Repeated-measures and Mixed ANOVA, Categorical data & Logistic Regression, Factor, Cluster, & Reliability Analysis, MANOVA & Discriminant Function Analysis, Path Analysis & Structural Equation Modelling, Statistical Power & Effect Sizes, Statistics & Experimental Design. Reading List Field, A. (2009) Discovering Statistics Using SPSS (3rd Ed.). Sage (Essential) Tabachnick, B. &Fidell, L. (2007). Using Multivariate Statistics (5th Ed.) Pearson. (Further reading)
- PPP-4017: Nudges and Beh Change for Busi (20) (Semester 1) Topics covered in this module will include decision making (results, brain areas, biases, irrationality etc). Choice architectures and how they influence decision making e.g. message framing. How decision making can be influenced "in the moment" e.g. through nudges and priming and in the "long term" e.g. behaviour change. Issues regarding applying these concepts to real world problems will be discussed througout.
- XUE-4031: Applied Digital Graphics (20) (Semester 1)
- ICE-4121: Information Visualisation (20) (Semester 1 + 2)