Modiwl ASB-3103:
Marketing Strategy & Man.

Ffeithiau’r Modiwl

Rhedir gan Bangor Business School

10 Credyd neu 5 Credyd ECTS

Semester 1

Trefnydd: Dr Sonya Hanna

Amcanion cyffredinol

To advance knowledge of strategic marketing concepts and models, and facilitate the development of a critical and evaluative approach to marketing analysis. To provide a vehicle for analysis of the nature of marketing and to evaluate the role of marketing in contemporary organisational environments.

Cynnwys cwrs

The content may include but will not be limited to: an introduction to marketing strategy and management, concepts and practices in relation to among others relationship and entrepreneurial marketing, the various strategic options available to marketers and the auditing tools used by them in analysing their competitive positioning and marketing environment.

Meini Prawf

trothwy

D- to D+ (40-49%): 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.

da

B- to B+ (60-69%): 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.

ardderchog

A- to A+ (70%+): Outstanding Performance. 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.

C- i C+

C- to C+ (50-59%): 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.

Canlyniad dysgu

  1. Analyze and evaluate strategic marketing concepts, models and processes to case-study organisations.

  2. Evaluate professional/commercial and academic literature.

  3. Examine the nature of marketing strategy in contemporary and changing organisational environments.

  4. Demonstrate an understanding of the analytical and evaluative approach to competitive analysis.

Dulliau asesu

Math Enw Disgrifiad Pwysau
ASTUDIAETH ACHOS Group case-study Presentation

In a group, you are asked to research your chosen case-study company, and to critically evaluate and formulate a marketing strategy for that company. WebPA is implemented to self and peer assess contribution.

40
ARHOLIAD Exam 1.5 hours

Section A: multiple choice questions, Section B: a choice of essay question(s) - each essay question(s) maybe divided into sub-questions with each sub-question commanding a number of marks.

60

Strategaeth addysgu a dysgu

Oriau
Lecture

One 2-hour lecture per week for 10 weeks.

20
Private study

80 hrs study required outside formal timetabled session.

80

Sgiliau Trosglwyddadwy

  • Archwilio - Gallu ymchwilio ac ystyried dewisiadau eraill
  • Adalw gwybodaeth - Gallu mynd at wahanol ac amrywiol ffynonellau gwybodaeth
  • Sgiliau Rhyngbersonol - Gallu gofyn cwestiynau, gwrando'n astud ar atebion a'u harchwilio
  • Cyflwyniad - Gallu cyflwyno gwybodaeth ac esboniadau yn glir i gynulleidfa. Trwy gyfryngau ysgrifenedig neu ar lafar yn glir a hyderus.
  • Gwaith Tîm - Gallu cydweithio'n adeiladol ag eraill ar dasg gyffredin, ac/neu fod yn rhan o dîm gweithio o ddydd i ddydd

Sgiliau pwnc penodol

  • Ability to work with people from a range of cultures.
  • Building and maintaining relationships.
  • 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.

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