Branding and Advertising Essentials
The aim of this module is to provide you with grounding in branding and the role that advertising and marketing communications plays in supporting the brand. It also lays a foundation for your future advertising and marketing study.
Marketing Principles and Practice
This module provides you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business.
Contemporary Business Issues
This module prepares you for the academic study of business by developing knowledge of contemporary and emerging business issues to support students’ personal, academic and professional development to prepare for work in the modern business environment.
Accounting and Finance for Business
Accounting and Finance for Business introduces you to key accounting and finance topics. They are introduced to financial statements, and use a number of case studies to understand the role of finance in the business environment.
The aim of the module is to introduce you to the fundamental economic issues stemming from the scarcity of resources. The relationship between business and the economic problem is analysed by means of micro and macroeconomic models to equip students with an understanding of decisionmaking at the levels of the market, the firm and the nation.
This module is designed to help you to develop a range of statistical and computing skills that will be valuable during the course of their academic programmes and in your roles in business. Although there are not pre requisites for this module it is assumed that students have basic mathematical skills.
The aim of the module is to develop in students a critical awareness and understanding of consumer and organisational buyer behaviour and how they can be influenced by marketing activity. The module will cover three aspects of consumer behaviour. First, it will cover the psychology of the individual consumer and the roles that memory, learning, motivation and perception play in consumer decision making. Second, the module will examine the social, cultural and environmental influences on the consumer. Third, it will cover the main characteristics of organisational buyer behaviour and how they differ from household buyer behaviour.
Human Resource Management
This module aims to equip students with the ability to understand and analyse core HRM concepts, operational human resource activities and responsibilities and relate these to a range of organisational contexts.
Introduction to Digital Marketing
The module explores the changes in the macro and micro environment, particularly the technological changes which have led to the growth of digital marketing for most organisations’ marketing activities. It considers the role of the Internet as a focal point in the digital marketing mix focusing particularly on the online product, pricing issues on the web, and online distribution. The wider context of digital marketing strategy and the implications for B2B and B2C markets are examined in closer detail.
Management Accounting introduces and develops an understanding of the fundamental concepts and techniques of management accounting and applies these techniques in an appropriate way. It also develops students’ ability to critically evaluate the strengths and limitations of these techniques. It demonstrates how management accounting information may be used for the purposes of planning, decision making, performance measurement and control within organisations, in order to further the organisation's strategic objectives.
The module will explore the nature, scope and recent development of marketing research and its context in the marketing decision process. A range of both primary and secondary data sources as well as quantitative and qualitative research techniques will be explored, evaluated and contextualised. For example, government and commercial sources of data and the use and design of questionnaires, focus groups and indepth interviews will be used to demonstrate various aspects of the research process. In line with current practice the use of current information technology software will be introduced in order to facilitate data analysis and presentation.
Marketing Planning and Communications
The aim of this module is to understand how to analyse marketing activity to be able to make and implement appropriate marketing planning decisions. Students will learn how to identify and understand the key elements of the marketing planning process within an organisation; evaluate the impact of external and internal factors on the development of marketing strategy and identify, audit and modify key elements of the marketing mix to achieve integrated marketing outcomes.
Introduction to Digital Marketing PR
Marketing Planning and Communication
Human Resource Management
This module is above all a practical one, geared towards the production of an advertising campaign that assists a local small enterprise (SE) or charity. After a guide to what is involved in such a campaign, teams of students will either be assigned a real SE or charity for which they need to generate an effective campaign or they may find their own SE or charity for the same purpose. The guidelines for the campaign are procedural and organisational.
The module develops student understanding and then provides a forum for critical analysis of the application of marketing techniques in international, multinational, and global market situations. Emphasis is given to the relative importance of political, economic, sociocultural, technological, legal and regulatory, and environmental issues as they apply to (changing) countryspecific and regional contexts. Market research techniques and practices develop student understanding of market entry and market sustainability techniques as aspects of competitive advantage.
The aim of the module is to provide students with the opportunity to focus on an area of HRM of particular interest to them, develop their research skills and apply the theory of the subject to a business oriented issue.
Digital and Social Marketing
This module critically assesses the role of digital media for marketing communication. Students will learn how to evaluate the key stages in the planning and implementation of a digital marketing campaign, including use of the major channels and platforms and be able to examine how digital marketing campaigns are monitored and measured.
Marketing – Culture and Communication
This module develops student understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to their homecountry situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and nonpersonal marketing communications activities such as facetoface personal selling, and advertising and packaging, respectively.
New Venture Creation
The module aims to provide a practical perspective on the development and planning processes involved in the creation of a new venture, either as a new business startup or as a new product or service development within a public or private organisation setting. It aims to develop an understanding and awareness of business models underlying successful new business ventures, and the potential of business model innovation. It will explore the fundamental building blocks of a business model, the interrelationships between the building blocks and the links to the external business environment, and aims to arrive at a detailed operational and financial feasibility study that assesses the real potential of the new venture creation project.
The aim of the module is to develop in students an understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation.
Digital and Social Marketing
Marketing: Culture and Communication
New Venture Creation