Ms Beth Cummings

Uchafbwyntiau Ymchwil

1. Nichols, S., Organ, K., & Cummings, B. (2021). Planning for sustainable tourism development in Wales: an analysis of destination management plans. Welsh Economic Review, 28(0), 23

   https://doi.org/10.18573/wer.257, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa55329

Holl Ymchwil

• MN-1007 Marketing Strategy

  This module provides an introduction to the concept and practice of marketing and strategy.

• MN-1016 Marketing

  This module provides an introduction to the concept and practice of marketing.

• MN-2018 Marketing Strategy

  This module provides an introduction to the concept and practice of marketing and strategy. This module gains access to further modules in marketing for students who did not take the subject in their first year of study.

• MN-2510 Consumer Behaviour

  The module is designed to provide an introduction to consumer behaviour within the marketing context. We will look at the critical driving forces which influence consumer behaviour, including memory, attitude, decision making, satisfaction, loyalty and new technologies.

• MN-3000 Final Year Project

  This module serves as the capstone course for the BSc Business Management programme. The module allows students to undertake in-depth and applied research on an academic or practical topic of their choosing.

• MN-3574 Marketing Communications

  Integrated marketing communications (IMC) is becoming pervasive both in the marketing discipline and in marketing activities. IMC aims to establish, deliver and maintain consistent and effective communications with stakeholders. However, as the module will discuss in detail, this is challenging and not easy to achieve. Therefore, a good understanding of IMC is critical to business success. This module enables students to study essential concepts within the IMC subject area; to build coherent and consistent brand messages; and, to apply theoretical knowledge into practical skills. These will be achieved through a mixed approach of assessment methods.

• MNXN011 Digital Marketing Techniques

  This module covers the evolving nature of digital marketing concepts and use of digital techniques within organisations. The module covers three units: the first unit relates to the understanding, application and assessment of digital tools and techniques; the second unit is about developing knowledge to apply integrated digital marketing processes, which enhance the organisation¿s engagement with stakeholders; and the third unit is about the development and evaluation of digital marketing plans.

• MNXN012 Applied Marketing

  This module offers insight into the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. The module covers three units: the first relates to marketing concepts and consumer behaviour; the second unit is about the understanding and gathering of information to assess the impact of the marketing environment; and the third unit is about developing knowledge and effective application of the extended and digital marketing mix in different contexts.

• MNXN013 Planning Campaigns

  This module covers the planning of effective marketing campaigns and the processes for developing relevant marketing activities to influence customers. The module comprises of three units: the first unit develops knowledge about the campaign planning process; the second unit develops the skills and knowledge to prepare and implement an effective marketing campaign plan; and the third unit develops knowledge and application skills to measure and monitor the results of marketing campaigns.

• MNXN014 Digital Optimisation

  This module develops skills for strategic insight into the impact that the digital environment has on organisations, and the knowledge and skills to optimise digital marketing performance. The module covers three units: the first unit concentrates on the skills and knowledge to interpret insights from the digital environment; the second unit builds skills to develop a conversion optimisation plan in response to customer insights data; and the third unit develops digital metrics and analytics knowledge for analysing optimisation.

• MNXN015 Innovation in Marketing

  This module develops knowledge and skills to both understand digital innovation approaches and embed innovation throughout the marketing function. The module covers three units: the first unit develops knowledge and understanding about factors influencing innovation and disruption; the second unit develops skills in evaluating options and building business cases for marketing innovation; and the third unit develops planning skills for implementing innovative marketing and communications to support the launch of marketing innovations.

• MNXN016 Marketing and Digital Strategy

  This module develops knowledge and skills to enable a strategic approach to marketing planning, applying both traditional and digital models, frameworks and techniques to achieve a competitive advantage. The module covers three units: the first unit develops skills in analysing the environment and identifying insights for strategic decisions; the second unit covers the development of effective strategic marketing plans, which includes digital strategy, to deliver objectives; and the third unit develops resource, monitoring and measurement skills to implement and control the strategic marketing plan.

• MNXN017 The Digital Customer Experience

  This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience. The module covers three units: the first unit develops skills to assess digital customer insights and strategic options for channel selection: the second unit develops knowledge about the effective management and legalities of digital channels and campaigns; and the third unit covers the techniques to understand the customer journey and develop planning skills to improve user digital experience.

• Is-gadeirydd Bwrdd Rhanbarthol Cymru, Addysg a Llwybrau Proffesiynol, Y Sefydliad Marchnata Siartredig

  2017 - Presennol