Rheolaeth Marchnata

Module Identifier
MR30720
Module Title
Rheolaeth Marchnata
Academic Year
2026/2027
Semester
Semester 1
Co-ordinator
Dr Jonathan Fry
Reading List
View on Aspire
Other Staff

Assessment

Assessment Type

Assessment details

Proportion
Semester Assessment Adroddiad ysgrifenedig: 2000 o eiriau 50%
Semester Assessment Arholiad: 2 Hours 2 Awr 50%
Supplementary Assessment Adroddiad ysgrifenedig: Ail-eistedd elfennau a fethwyd 2000 o eiriau 50%
Supplementary Assessment Arholiad: 2 Hours Ail-eistedd elfennau a fethwyd 2 Awr 50%

Learning Outcomes

On successful completion of this module students should be able to:

  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.

Brief description

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

Aims

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

Content

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.

Notes

This module is at CQFW Level 6