Rheolaeth Marchnata

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

1. * Articulate and critically evaluate the practice of marketing management and its application in marketing today.
2. * Analyse different aspects of marketing and understand management'r activities relation to them.
3. * Demonstrate knowledge of the role management plays in marketing strategies and campaigns.
4. * Apply marketing principles to evaluate and discuss different marketing strategies.
5. * Understand the importance of consumers and marketing communications in the management process.

********NB This module is open for registration for Business Information Technology Year 2 Students only*******

'Lectures on this module are taught through the medium of English, and all tutorials / seminars through the medium of Welsh'.

The module content is focused on the following areas of study:

* Define Marketing Management: The definition of a market-focused organisation. The identification of processes that contribute to market focus. These processes are the strategic development process and the operationalisation of marketing management.

* Models of Marketing Management: The frameworks and models used in analysis by marketing managers. This will include portfolios, the product life cycle, customer and competitor analysis.

* Brand Management: The management of brands through the application or marketing tools.

* Marketing Plans: The development of marketing plans through staged processes. The identification of benefits and difficulties in marketing planning.

* Marketing Performance: The measurement of marketing performance and marketing control at strategic and operational levels.

* Marketing Entrepreneurship: The development of entrepreneurial thinking, planning skills and understanding.

* Paradigm Shifts in Marketing: The changing conceptualizations and philosophical underpinnings of marketing activity.

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 6