Marketing

This module aims to enhance your understanding of the theory and practice of marketing management. You will learn to deploy the marketing mix to contemporary brands both theoretically and practically as well as developing your ability to make strategic observations and recommendations for marketing management. The module is assessed by a 5000 word case study analysis of a specified real life company where students are encouraged to undertake secondary research based on a country market of their choice to support their analysis. The module leader is Dr. Peter Reeves.   

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.

The module combines two interesting topics in the field of digital marketing: (i) Digital Marketing strategies and (ii) Marketing/Digital Analytics.  The first part of the module looks 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. At the end of the first part of the module you will be required to develop a digital marketing strategy for a firm of your choice. This ties into what you have learned and provides a platform to apply the principles and frameworks that you have learned. The second part of the module looks at digital analytics. In this part 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 of this part of the module is to develop an ability to spot patterns in data, conduct basic data analysis and to appreciate how data analysis could inform and enrich marketing decision making. 

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 assessed by a 2,500 portfolio report as well as a 2,500 word group project, each counting for 50% of your mark, that will require of 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.  The module is taught by Dr Effi Raftopoulou and Dr Agata Maccarrone-Eaglen. 

The paid Work Placement gives you the chance to undertake a six month 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
80% portfolio
10% presentation

The unpaid Internship option of the Industry Collaboration Project 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.

Over a three month period, 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
80% portfolio
10% presentation

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:

10% project proposal
80% portfolio
10% presentation

Through this option you will apply the theory and concepts you have learnt from the taught elements of your programme. With the help of mentors you will develop the skills and thinking that supports entrepreneurial action will 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 businesses, or let you incorporate entrepreneurial thinking into an existing organisation. The three month Entrepreneurship path is assessed through an Initial Business Proposal and an 8,500 word Comprehensive Business Proposal accompanied by a 30 minute presentation.