Semester One
Principles of Marketing (20 credits)
This module will help articulate a critical understanding of the contemporary issues, theories and conceptual frameworks used to explain and guide conventional marketing activities in organisations nationally and internationally. You will be provided with a fundamental understanding of the basic tools and concepts of marketing. More specifically, you will be introduced to the core marketing functions and develop an understanding of the key concepts, frameworks and models encountered in marketing, with a focus on advertising and marketing communications.
Understanding The Customer Experience (20 credits)
This module will introduce you to the field of consumer behaviour throughout all stages of consumption, in the context of a range of micro- and macro-environmental issues. You will explore the social and group influences that impact consumer purchase decisions and the importance of customer satisfaction, brand loyalty and value to organisational performance. You will develop a critical understanding of customer behaviour models applied to contemporary consumer practices, a comprehensive appreciation of the customer journey, focused on brand, product, promotion and digital, and how organisations use this insight to inform decision making in marketing and brand strategy development.
Strategic Global Marketing (20 credits)
On this module you will cover the key concepts, frameworks and models encountered in the strategic marketing process. You will develop an understanding of the foundations of strategy and strategic marketing, how traditional and contemporary marketing planning tools and approaches are applied in a variety of business contexts, and the impact the future global environment will have on planning. On completion of the module you will be able to confidently analyse the strategic position of an organisation by applying relevant theories, and demonstrate how to apply general strategic marketing in different organisational contexts.
Semester Two
Your modules in Semester Two will benefit from expert external practitioners and industry partners through workshops and guest lectures.
Marketing Communications and Agencies Management (20 credits)
This module focuses on the role of agency and in-house communications teams, with an emphasis on reputation management through the lens of public relations (PR). You will develop a detailed understanding of the role of marketing communications in the marketing mix, recent developments in contemporary agencies and their relationship with organisations, and the ability to critically evaluate different PR strategies. Through looking at a range of specialisms including corporate identity, corporate reputation, media relations, crisis management, sponsorship and corporate social responsibility, you will engage with new approaches and tools within PR, and learn to devise and evaluate campaigns based on current and emerging developments in the communications environment.
Creative Marketing Communications (20 credits)
This module will develop your understanding of the practical issues involved in creating effective integrated communications plans, incorporating traditional and emerging elements and theoretical issues that underpin them. You will be introduced to the issues involved in planning, managing, implementing and evaluating integrated communication campaigns at a strategic and operational level and in a variety of contexts. Through trusted planning frameworks and models you will analyse the integrated communications mix in practice including advertising, sales promotion, direct marketing, PR and personal selling, and their relationship with other elements of the communications mix like sponsorship, product placement and digital marketing.
Contemporary Perspectives in Customer Engagement (20 credits)
During this module, you will examine the core theories relating to customer engagement and apply these in a range of differing marketing contexts. You will be able to demonstrate knowledge and understanding of traditional and contemporary debates related to the philosophy and practice of marketing.
Semester Three
In your final semester you will take on a experiential project, giving you a fantastic opportunity to use the theories and knowledge you've gained to produce a challenging, meaningful piece of work. Projects include:
Consultancy Experience Project (40 credits)
Working as part of a team, you will undertake focused research, developing your professional skills, managing a complex project and delivering results in a real business situation. You will present your findings to the client and learn valuable project management tools and concepts.
In-Company Experience Project (40 credits)
On an in-company experience project of seven weeks or more, you'll apply the theories you've learnt to a substantial, live project. This will involve focused research, developing skills, managing a complex project and delivering results in a real business situation. You'll also learn project management tools and concepts.
Business Research Project (40 credits)
This project is a more traditional piece of independent research, creating an academic research paper, presentation and methodological reflection. Because we believe experiential learning is so important, this project is only available to students with significant prior work experience or a desire to progress to a PhD.
For more information about semester three options please visit our Experiential Projects page.
Ongoing Learning
Throughout the year you will also study the following modules which will help you understand how to manage your own continuous personal and professional development (PPD).
Professional Practice (10 credits)
The purpose of the module is to increase understanding of how to manage your own continuous personal and professional development in order to enable sustained career success and to enhance your business acumen. Personal and professional development in this context involves providing you with academic tools and experiential opportunities to expand your horizons and challenge your actions, attitudes and behaviours.
Customer Insight through Marketing Research (10 credits)
The aim of this module is to develop your skills as an effective decision maker - organisations require insight to make effective decisions and effective marketing research has been an integral part of how decision makers in organisations understand consumers and market dynamics; and as an effective academic - philosophical debates and methodological issues will be explored as a foundation to understanding marketing research.
Placement Diploma in Industrial Experience (2 year course only)
This module aims to develop your understanding of the business and commercial environment. You will apply relevant prior knowledge and skills in the business environment increasing your commercial awareness. On completion of the module, you will have developed a range of skills and have a practical insight into the world of work and possible career opportunities.
Please note that placements are not available for students starting in January.