Management (Marketing), MSc

Swansea University

This module offers students the opportunity to apply knowledge and skills developed in MN-M595 Business Project Foundations. Specifically, students will be adopting the Evidence-Based Management framework for investigation, where they will be tasked with a real-world problem from industry partners. In groups, students will investigate these problems and present recommendations and solutions, based on a robust exercise in evidence gathering and critical analysis. The focus on this module is developing understanding of the workplace research process and how best this can be done using an evidence-based management approach.

As preparation for your business project, this module covers the fundamentals of evidence-based practice explaining how this can be applied across a range of relevant areas of management enquiry. Case studies on related business topics (drawing on concepts covered in other modules) will be used to illustrate this application within the practical workshops. Evidence comes in many forms, and this module combines critical thinking with information search and analysis skills as a means of supporting the business project. Often, little or no attention is given to the quality of evidence relied upon when understanding business issues and planning a response. This module addresses this by training students in techniques for critically evaluating the validity, generalizability and applicability of the evidence they have to hand, as well as how to find the best available evidence from a variety of sources. Across the sessions in this module, students will be provided with the necessary knowledge and skills to enable them to embark on their business project. Practical workshops will provide the opportunity to apply and evaluate what is learned in the lectures.

An understanding of international consumer behaviour in the fast-changing environment is critical to marketing management. The module is designed to examine key factors influencing consumer behaviour (e.g. the psychological core, culture and social issues, decision making processes, innovation). The module will explore different methods and/or approaches to understand consumers and discuss implications to marketing management.

Digital technology continues to touch and shape almost every aspect of modern marketing commutations. The course aims to provide students with an in-depth understanding of the business (and business development) challenges and opportunities presented by the introduction of new technology. Students will learn about the key concepts that underpin creating sustainable business models within the digital environment through modern marketing techniques with the emphasis on how disruptive technology can be used to effect and evolve multi-channel marketing. The course is practical as well as academic in nature providing students with hands-on experience of developing not only their digital skills (including social, site design search engine and app development) but also the necessary business, research and presentational skills required to build and deploy a real life dynamic digital marketing solution.

This module involves the completion of a dissertation. This can be a formal research project or involve the analysis of the current situation of a business. The module will require you to complete a literature review, methodology, results and discussion. The analysis for this dissertation can be either based on primary data (i.e. that which you collect yourself such as a questionnaire) or secondary data (i.e. data that has already been collected such as statistics and company reports). Students will use knowledge gained during the MSc management programme to complete this dissertation.

Human Resource Management (HRM) has become the dominant concept in the field of employment relations in recent times. This course critically evaluates the claim that the firm can achieve a sustained competitive advantage through its human resource with the implementation of HRM. It introduces the key functions of HRM and looks at the implications of HRM of companies operating within diverse contexts. On completion of this module students should be able to; Define HRM as a distinct managerial perspective; Evaluate the role of HRM in the contemporary workplace; Describe the key functions of HRM; Critically evaluate the effect of policies and practices associated with HRM; Demonstrate awareness of the complexities of HRM in companies operating within diverse contexts.

Finance and accounting are of critical importance in the support of all business activities so this course is designed to introduce the basic concepts on which finance and accounting are based, providing students with a toolkit that enables a better understanding of the performance of businesses and the decisions and problems they face. On completion of this module students should be able to: Critically assess the purpose and content of the primary financial statements; Demonstrate knowledge of the limitations of financial statements as a means of conveying information about a company; Critically discuss the range of internal and external sources of finance available to a company and the factors that determine the suitability of each for the financing of organisations and projects; Critically appraise various aspects of a company's operations using ratio analysis; Explain systematically the process of budgeting and evaluate alternative methods; Critically discuss the range of internal and external sources of finance available to a company and the factors that determine the suitability of each for the financing of organisations and projects; Justify the allocation of resources or pricing decisions.

The purpose of this module is to teach students how to analyse markets and buyers' behaviour. It looks at all aspects of marketing including how to identify appropriate markets, how products can be developed to suit chosen markets, and provides an overview of the factors that need to be considered when developing and executing marketing programmes. On completion of this module students should be able to; Develop a critical awareness of issues in Marketing Management; Develop a comprehensive understanding of the techniques applicable to Marketing Management; Critically evaluate how to solve problems in Marketing Management; Analysis of complex issues in Marketing Management both systematically and creatively.

Managing Processes concerns with efficient management of resources associated with the production and delivery of goods and services. Operations Management provides the techniques commonly associated with resource management and, as such, is integral to the effective functioning of both manufacturing and service-based organisations. The module covers conceptual and qualitative aspects as well as providing grounding in some of the quantitative techniques used for practical problem-solving in the area of Operations Management.

This module will provide an introduction to the fundamentals of research methods and methodologies to better prepare students on how to conduct a dissertation. The lectures and seminars will be split to cover both the theoretical and practical nature associated with research. They will cover all aspects of research methods: from what is research, the ethics associated with conducting research, the literature review, methodology and what types of research exist such as quantitative and qualitative. This module will highlight the links that exist between each stage of the research development process.

This module provides an introduction to the basic frameworks and concepts used in modern business. This module aims to provide students with a thorough understanding of communication in leadership, motivation and team work in both an operational and strategic context. On completion of this module students will be able to: Critically evaluate business practice within theoretical frameworks; Apply strategic decision making in a variety of organizational contexts; Analysis of organizational and cultural structures; Evaluate strategic theory / models.