MSc Marketing options
Year 1, Component 06
EBS (Colchester) option(s) from list
Managing Across Cultures
Managers increasingly find themselves working across borders calling for a thorough understanding of issues that relate to cross cultural management. In this course you enhance your understanding of the way in which globalisation and international business activities affect management and management practices across cultures.
This module is designed to encourage students to reflect on a variety of issues relating to management and business strategy. It will introduce students to the basics of management such as dealing with teams, culture and organisational management structures. It will then introduce students to managing strategically, covering topics that involve the analysis of the external and internal environments of the business as well as avenues for implementation.
Consequently, the module offers an insight into a range of current business issues, management dilemmas, ethical considerations, and general governance issues relating to the strategic direction of organisations. Overall, the module provides an introduction to management and strategy and a critical examination of its application in practice.
Organisational Behaviour and Human Resource Management
This module is designed to encourage students to think and reflect upon the nature of managing people and organisations. In particular, it encourages students to consider the main topics of Organisational Behaviour and Human Resource Management. Throughout the sessions, the core issues affecting organisational behaviour and outcomes will be discussed and critically analysed. Therefore, it invites participants to consider the tensions emerging from competing views and perspectives. In so doing, the module challenges many of the taken-for-granted assumptions about people management, and provides tools to analyse organisations and to explore the realities of organisational life.
Operations management is how organisations create and deliver goods and services. And since the production of goods and/or services is the reason why organisations exist, it is clear that the effective and efficient management of operations is a central concern for all managers, regardless of the size or sector location of their organisation. Managers should be able to create and maintain the necessary conditions for productive work, often in a climate of resource constraints and increasingly in a global context. This module will also introduce supply chain management – that is, the management of the relationships and flows between different operations processes, both 'locally' and at regional and global scales. The Operations and Supply Chain Management module aims to engage the students in a critical evaluation of the various models of operations and supply chain management and an analysis of the range of processes, skills and competencies required for the successful management of both.
Business is international in scope as managers take advantage of the comparative advantages countries around the world offer through complex and geographic dispersed value chains, not only to sell products but also to access intermediate goods, capital, knowledge and skills. This module, built around a live, practical project addresses several questions. 'How can a domestic firm internationalise its operations?' 'How are its resources and capabilities challenged and transformed by internationalisation?' 'What factors determine the success of an international business operation?' While many practical examples are provided, focus is given to developing an analytical approach to addressing these questions, drawing on two perspectives. These are the Resource-based view, which focuses on the resources and capabilities of the firm, and the Institution-based view which requires studying the differences in the business environment around the globe, to which successful companies need to adapt. The module considers political, economic and cultural difference and the strategies companies adopt when conducting business across national boundaries. Through the group project, students analyse the internationalisation of a real life organisation, identifying the purpose of internationalisation, selecting the most appropriate target market and considering the various means available to the firm to internationalise its operations. Topical issues in international business are also discussed towards the end of the module, such as the impact of Brexit on the trading relationship of the UK, the re-emergence of emerging market MNEs, 'born global' firms and the fourth industrial revolution.
This module provides an overview of key practical and theoretical issues within digital marketing and social media. You explore the impact of digital on marketing models and practices and discuss the changing nature of business, consumer behaviour and communication. Topics may include the digital customer experience, managing digital relationships and digital marketing strategy.
The aim of this module is to introduce students to the theory and practice of marketing. It will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, and digital marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Further, the module focuses on the management of innovation activities within a marketing context. It introduces the management of innovation and technology as a multiple perspective approach, which incorporates the key areas of the business and management including innovation and marketing together.
This module aims to teach you the many ways that marketing analytics can determine the success of digital marketing campaigns. By the end of the module, you will understand how analytics can help marketers overcome challenges in today’s data era and have the skills to use analytics software to make data-driven decisions.
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