Marketing

This module introduces you to the theory and practice of marketing management. Using current marketing theories, you will learn to apply key marketing concepts to contemporary brands while developing your ability to make strategic observations and recommendations for marketing management. You will analyse the segmentation, targeting and positioning strategies of major brands, assess the credibility and sustainability of marketing strategies and suggest potential future strategies to enrich these brands. The module leader is Dr. Peter Reeves.   

Teaching:

• Lectures to introduce key knowledge of marketing management concepts
• Seminars to explore and apply this knowledge to real life marketing contexts
• Case studies, practical exercises and guest speakers and/or study visits
• Guided personal study supported by associated reading list, lecture notes, discussion boards and relevant journal articles

Assessments:

100%     Individual report. You will write a 5000 word report on the marketing management of a particular brand. Using secondary research, you will consider key areas such as the marketing environment, competitor analysis and the marketing mix as well as segmentation, positioning and evaluation of current and future marketing strategies.

Central to modern international business is the development and maintenance of relationships with key stakeholders such as customers and suppliers. This module will develop your awareness of culture in international marketing communications and business-to-business relationships. In addition to traditional communications such as advertising, you will also look at how social media can be used to engage with consumers from different cultural backgrounds. You will also learn how global supply chains across a range of organisations and sectors can be managed responsibly and sustainably.

Teaching:

• Interactive lectures and seminars
• Group working on problem-based learning scenarios
• Guided personal study supported by associated reading list, lecture notes and relevant research articles

Assessments:

50 %      Group written report
50%       Exam

The module combines two interesting topics in the field of digital marketing:
(i) Digital Marketing strategies
(ii) Marketing/Digital Analytics.  

To start the module, we look at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like buyer persona development, customer journey mapping etc. will form this part of the module. You will be required to develop a digital marketing strategy for a company of your choice. This provides a platform to apply the principles and frameworks that you have learned. 

Next we look at digital analytics. We work on a google analytics data set and try to conduct advanced data analysis to bring out interesting patterns and messages. Ultimately all marketing is data driven and hence a marketer should have a good grasp for data analysis.  The main aim is to develop an ability to spot patterns in data, conduct basic data analysis and appreciate how data analysis could inform and enrich marketing decision making. 

Teaching: you will learn through:

• Interactive lectures and seminars
• Group working on a case study or article with group presentation of solutions
• Industry guest speakers and live project case studies to develop campaigns for
• Guided personal study supported by associated reading list, lecture notes and relevant research articles

Assessments:

50%        Portfolio report
50%        Group project report

This module focuses on understanding Consumer Behaviour, both in Online and Offline (Brick-and-Mortar) settings.  You will examine a range of relevant consumer behaviour theories and their implications for marketing managers in relation to understanding consumers. You will also enhance your understanding of contemporary issues that influence consumers and how these impact marketers in designing, implementing and evaluating marketing strategies. The module is taught by Dr Effi Raftopoulou and Dr Agata Maccarrone-Eaglen. 

Assessment:

50%     2,500 word portfolio report
50%     2,500 word group project

These will allow you to demonstrate your critical understanding of the concepts, theories and debates that inform consumer behaviour and their practical implications for marketers, policy makers and consumers themselves.  

A six month paid project with an organisation located regionally, nationally or internationally. By exploring a key issue impacting an organisation, you will apply the theoretical knowledge gained through your studies and develop and use appropriate problem-solving skills in a real-world environment.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:
10% project proposal
90% portfolio

The three-month unpaid internship aims to equip you with the relevant practical skills to critically identify and evaluate key issues impacting organisations and their environments either in the UK or overseas. You will work alongside an organisation to identify and explore a real organisational issue.  You will have specified learning goals and will need to actively reflect on what is being learned throughout the experience.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:

10% project proposal
90% portfolio

An advanced-level applied research pathway based on a real-world business problem and examining an issue important to an organisation.   The dissertation path gives you the opportunity to apply the theoretical and practical knowledge gained from the taught elements of the programme to a current organisational issue and deploy and effectively use appropriate problem-solving skills through critical self-reflection and methodical, systematic research.  It is an excellent option if you are considering moving into academic research and PhD studies.

You will create an initial 1,500 word research proposal consisting of research questions, aims and objectives, and the rationale for undertaking the study.  The 12,000 – 15,000 word dissertation will include literature review, research methodology, analysis of findings, conclusions, recommendations and a critical reflection of your learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:  

90% portfolio
10% project proposal

Through this option you will apply the theory and concepts you have learnt from the taught elements of your programme. With the help of a mentor you will develop the skills and thinking that supports entrepreneurial action while working on the development of your own innovative business idea.

You will horizon scan for business opportunities, assess the external challenges and consider available strategies that will support your aim of establishing a new business, or let you incorporate entrepreneurial thinking into an existing organisation.

Assessment: initial 1,500 word business proposal (10%) and an 8,500 - 10,000 word Comprehensive Business Proposal accompanied by a 30 minute presentation (90%).