School Cardiff Business School Department Code CARBS0
Module Code BS1508 Number of Credits 20
Level L4
Module Leader Dr David Nash Semester Double Semester Academic Year 2013/4
Outline Description of Module
The aim of this module is to provide students with an understanding of the use of different research methods, data and statistical techniques used to solve problems in a business and management environment. The focus in the first semester will be to provide students with a range of technical skills in statistical analysis to enable them to describe and analyse quantitative data, to understand statistical results and to draw conclusions from them. The focus in the second semester is to introduce the philosophical foundations of enquiry in the social sciences and to provide students with a range of techniques for conducting primary research. As a whole, the module aims to stimulate an appreciation of the link between research methods, data and statistical analysis and to demonstrate the importance of applying an appropriate method of data collection and analysis according to the nature of the enquiry. The module will help prepare students for the reading, comprehension and interpretation of original business-related research articles which will be required in subsequent levels of the programme of study.
On completion of the module a student should be able to A Knowledge and Understanding:
apply appropriate research methods and techniques of data analysis according to the nature and context of the enquiry.
understand the context and assumptions behind the application of various statistical techniques.
understand the link between philosophical assumptions and research methods and realise the need for choosing an appropriate research methodology in undertaking the collection of primarydata.
B Intellectual Skills:
demonstrate technical, analytical and communication skills in a written examination.
C Discipline Specific Skills:
demonstrate an ability to solve problems using statistical techniques.
demonstrate an ability to interpret the results of statistical analysis.
demonstrate an ability to design and administer different research techniques.
judge the effectiveness of different types of research methods and statistical analyses in business and management research.
D Transferable Skills:
develop and apply a range of academic skills including an application of research methods, statistical analysis and statistical interpretation.
develop analytical, communication and presentation skills in tutorials and workshops.
How the module will be delivered
The module comprises 31 hours of lectures, spread over the two semesters. The seminar programme includes nine hours of practical example-based workshops and ten optional surgeries in statistical analysis. A variety of teaching techniques may be used in the workshops including group work and student presentations.
Indicative study hours: 200
How the module will be assessed
The Autumn examination will cover material from the Autumn semester, Statistical Analysis and will have a compulsory Section A and two questions to be answered from Section B.
The Spring examination will cover material from both the Autumn and Spring semesters. There will be a compulsory Section A, with material from both semesters, in Section B students will answer one question from a choice of three on material predominantly from the autumn semester and in Section C, students will answer two questions from a choice of four covering material predominantly from the Spring Semester. The questions will cover the various aspects of the syllabus and encompass the various learning outcomes. Both examinations will require mathematical and statistical calculation and interpretation, thus testing the students’
technical skills and understanding and application of statistical principles. The Spring examination will also require students to produce coherent essay-type answers to test their analytical and written communication skills as well as their understanding of research methods.
Assessment Breakdown
Type % Title Duration(hrs) Week
Examination - Spring
Semester 50 Statistical Analysis And
Research Methods 2 N/A
Examination - Autumn
Semester 50 Statistical Analysis And
Research Methods 2 N/A
Syllabus content
Semester 1:This part of the module is divided into four major sections:
Summarising Numerical Information
The construction of frequency tables, charts including histograms, measures of central tendency, dispersion and skewness and their use to understand data. Scales of measurement and choice between summary measures.
Measures and Models of Relationships
Principles and interpretation of simple linear bivariate correlation and regression as the use and estimation of the intercept and slope terms in a linear relationship between two variables.
Probability
The concepts, usage and rules of probability. Probability distributions - including the normal and binomial as examples - with the assumptions behind and situations of use for each distribution.
A Brief Introduction to Inference
Estimation - the central limit theorem and confidence intervals. Decision-making from sampled data including statistical tools such as hypotheses tests or confidence intervals.
Semester 2:This part of the course is organised into five themes (i) philosophical foundations of scientific enquiry (ii) research design - the principles and practice of four different approaches to scientific enquiry (iii) data collection techniques - practical application of four different research methods (iv) how research is written (v) secondary data sources.
Philosophical Foundations– what constitutes scientific enquiry, positivism and interpretivism as opposing approaches to scientific enquiry, induction and deduction, link between philosophy and research design, validity.
Research Design– classic experiment, sample survey, case study, and ethnographic.
Data Collection Techniques– design and administration of an experiment, a questionnaire, interviews and participant observation.
Ethical Issues– deception, privacy, confidentiality.
Evaluation–reliability, internal validity, external validity.
Secondary Data– sources and evaluation.
Indicative Reading and Resource List
Quantitative Approaches in Business Studies, Clare Morris, 6th Edition 2002 FT Prentice Hall
Business Research Methods, A. Bryman and E. Bell, Oxford University Press, 2nd Edition 2007
BS1528 - Marketing
School Cardiff Business School Department Code CARBS0
Module Code BS1528 Number of Credits 20
Level L4
Module Leader Ms Andrea Beetles Semester Double Semester Academic Year 2013/4
Outline Description of Module
The marketing module is designed to provide students with an understanding of the fundamental concepts of marketing. In doing so, the course equips students with basic theory, skills and essential tools to allow application of the marketing principles within the wider business environment.
On completion of the module a student should be able to A. Knowledge and Understanding:
display knowledge of the marketing concept and its role within organisations
understand the interaction between the firm and its environment and recognise and evaluate the impact that specific environmental, market and organisational contexts have upon marketing principles and marketing practice.
recognise the importance of understanding customers and researching markets
identify the role and processes of market segmentation, targeting and positioning
apply the fundamental marketing mix (product, promotion, price and place) elements to consumer contexts
show an awareness of alternative approaches to marketing such as services marketing.
B Intellectual Skills:
understand, explain and apply elements of the marketing audit in a contemporary business environment
understand, explain and apply elements of the marketing mix in a contemporary business environment
C Discipline Specific Skills:
the ability to undertake an internal and external analysis leading to a qualified and quantified SWOT analysis
D Transferable Skills:
research skills
intellectual skills (analytical, synthesizing skills)
communication skills (written and oral)
organisational skills (working in a group, taking initiative, time-management)
interpersonal skills (working with or motivating others, flexibility/adaptability) How the module will be delivered
The module has 44 hours of contact time which consists of a mixture of lecturers and virtual tutorials. The lecture programme is supported by detailed handouts and structured reading of core texts. Suggestions for further reading will be provided within the course. Lectures are aimed at demonstrating a link between academic theory and practical application. Virtual tutorials provide an innovative way to engage with the theory and apply theory to practical examples.
How the module will be assessed
The assignment evaluates students’ ability to analyse and apply basic marketing concepts and approaches within practical contexts.
The examination is designed to test students’ knowledge of marketing together with an assessment of their ability to analyse and apply this understanding to specific contexts and problems.
Assessment Breakdown
Type % Title Duration(hrs) Week
Examination - Spring Semester 60 Marketing 3 N/A
Written Assessment 40 Coursework N/A 10
Syllabus content
The marketing concept. The marketing environment. The marketing plan. Consumer behaviour. Introduction to marketing research. Introduction to market segmentation, targeting and positioning. Global Marketing. Introduction to services marketing. The Marketing Mix - product, promotion, price and place.
Indicative Reading and Resource List
1. Jobber, David and Ellis-Chadwick, Fiona (2013). ‘Principles and Practice of Marketing’, 7th Edition, McGraw Hill (core text)
2. Brassington, Frances and Stephen Pettitt (2009). ‘Principles of Marketing’, 2nd Edition, Prentice Hall
3. Baines, Paul, Chris Fill and Kelly Page (2011). ‘Marketing’, 2nd Edition, Oxford