MSc Marketing Management

A University of Wales Postgraduate Programme.

Structure of the programme
Programme members complete six 20 credit modules and a 60 credit project as follows:

Managing Markets (20 Credits)

Module Description
Features of the market-oriented company; impact of market characteristics on functional operations; significance of markets on company strategy; understanding market structures and how to identify segments; constituents of marketing planning; implications of segment choice; evaluation of alternative methods of expanding market share and increasing market size; role of customer relations; cost effectiveness of market enlargement; factors affecting changing market needs and the implications for marketing policy; marketing information systems; marketing characteristics for companies of different technologies and size; nature of global marketing; factors affecting the marketing environment and causes of change.

Marketing Research and Market Evaluation (20 Credits)

Module Description
Nature of marketing research; relationship between marketing research and corporate decision making; types of marketing data: primary and secondary data; in-house research and the services of research organisations; use of the internet; planning marketing research; setting objectives; the process of acquiring data; problems of sampling, surveys, questionnaires; the place of qualitative research; data analysis; presenting reports and recommendations; market analysis and segmentation; research into pricing, distribution and servicing; the use of marketing research to set marketing objectives and policies; cost and limitations of marketing research; cost effectiveness of marketing research; international marketing research; marketing research for consumer goods, industrial goods and services.

Advertising, Promotion and Public Relations (20 Credits)

Module Description
Scope of promotional policies; purpose of promotion; relating promotion to consumer behaviour; promotion of consumer goods, industrial goods and services; relating promotion policy to sales targets and financial resources; forms of advertising; cost effectiveness of advertising; measuring effectiveness of advertising; advertising media; media selection; linking promotion management with finance and operation management; the nature of public relations policy to market circumstances; place of promotion and public relations policies in marketing strategy; reasons for failure of promotion and public relations; international aspects of promotion.

Managing People (20 Credits)

Module Description
Nature of human motivation and implications for management; organisational and corporate culture; consultation and conciliation; managing disputes and conflicts; the role of communication in managing people; leadership roles at different levels of the organisation; staff development and involvement in decision making; organisational behaviour in different types of organisation; small local companies, large international companies, public sector organisations; symptoms of poor people-management, absenteeism and high turnover; legal frameworks of human resource management; strategy of human resource management; career development planning.

Managing Finance (20 Credits)

Module Description
Nature and scope of financial information and its use in financial decision making; marginal costing and full cost pricing policy; break-even analysis and profit calculation; investment appraisal and methods of calculating rate of return including net present value and discounted cash-flow; use of ratios to indicate financial performance; financial planning and control processes; methods of budgetary control; resource allocation and financial planning; nature and structure of capital markets; methods of raising short term and long term capital; costs and risks of raising outside capital; cash flow calculation and forecasts.

Research Methodology and Dissertation Planning (20 Credits)

Module Description
Nature and purpose of business research; problems of identifying research methods; methods of writing a research proposal; features of the literature review; planning a literature search; evaluating literature and identifying changes in emphasis; the critical review; the research design; different approaches to research; nature and scope of secondary data; sources of data and references; evaluation of secondary data; limits of secondary data; sampling for primary data; observation, interview, semi-structured and in depth interviews; collecting data by questionnaires; questionnaire design; presenting and analysing data; identifying trends and significant relationships; qualitative data and its reliability; methods of presenting a project report; structuring, referencing and bibliography.

the Msc Research Project (60 Credits)

Module Description

Managers are frequently called upon to undertake in-depth studies involving one issue or a series of interrelated business problems which will necessitate a degree of research based activity. The completion of the Research Project at the MSc level ensures that successful MSc graduates are able to evaluate the methods underlying such research activity, whether undertaken by themselves or by others. It is the purpose of the Project to develop, in the course member, the ability to relate objectives, evidence and conclusions in a coherent and rational manner.

The aim of the Research Project is to provide course members with the opportunity to exercise analytical and critical skills to identify significant business problems and to determine appropriate methodologies for their problem solving strategies by evaluating evidence and reaching evidence-based conclusions. The research project emphasises methodology and rational analysis leading to rational conclusions and clear recommendations.

On completion of the Research Project course members will be able to:

• create and develop objectives relevant to the solution of one, or a number of related business problems.
• critically evaluate the ways in which relevant published literature contributes to a broader understanding of the problem.
• identify and apply the methodology necessary for the provision of evidence which is offered as the foundation for conclusions and recommendations.
• demonstrate independence, competence and confidence in undertaking detailed research into the nature of and solutions to a major business problem, and in carrying out appropriate referencing.

Course members prepare the Research Project by independent study. Each will have a research supervisor for advice and for the discussion of problems arising in the preparation of the Project. As a preparation for the Research Project course members undertake a research skills module and workshops in research methodology. Thus, much of the preparatory work will have been completed and the proposal for the Project approved prior to commencement of the Research Project.

Course members will be expected to submit a Project of between 15-20,000 words. The Project will contain stated objectives, an evaluation of existing literature, an analysis of the research methods employed, and a lucid and scholarly presentation of evidence and policy recommendations. The Project should reference all sources of information and contain a bibliography of relevant literature.

Assessment
All 20 credit modules, except for the Research Methodology and Dissertation Planning module will typically require a work assignment of approximately 3,000 words which will contribute 50% of the total marks for the module, and a two hour written examination or case study which contributes a further 50% of the module mark. However, varying methods of assessment strategy are employed across the modules. The Research Methodology and Dissertation Planning module requires a detailed dissertation proposal. The Project module requires a submission of a research dissertation of between 15,000 and 20,000 words.

Graduation
To be eligible for graduation and the award of MSc Business Management course members must gain 180

Full-time DAY
Mode of Study
- Full-time (Day) 12 Months
Intakes
- February
- June
- October

Part-time DAY
Mode of Study
- Part-time (Day) 24 Months
Intakes
- February
- June
- October

Part-time EVENINGS
Mode of Study
- Part-time (Evenings) 24 Months
Intakes
- February
- June
- October