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 your 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 macro-economic models to equip you with an understanding of decision-making 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 to you during the course of your academic programmes and in your future career in business. Although there are no pre-requisites for this module it is assumed that students have basic mathematical skills.
The aim of the module is to develop in you 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.
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. You 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.
Market Research (core for single honours students)
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 in-depth 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.
Likely optional modules
Accounting for Business
Accounting for Business extends the scope of Financial Accounting for Professionals to more advanced topics in Financial Accounting. It aims to develop knowledge and skills in understanding and applying accounting standards particularly in the preparation of financial statements of entities, including groups. Understanding the theoretical framework and how to analyse and interpret financial statements are essential.
The aim of this module is to develop your written skills applicable to a range of marketing communication methods and channels. The module will explore how to identify different writing styles, structure and tone-of-voice to create clear and easily understood messages on behalf of an organisation. You will explore how different media use different writing styles to appeal to their target audiences. The process of writing for marketing communication will include researching the story, relationships with brand owners/ organisations, writing headlines, using a brand dictionary, structure, layout, style and editing.
Developing Sustainable Enterprise
The aims of the module are to introduce you to the relationship between business and the challenges and opportunities of business sustainability, and to encourage the development of enterprising skills to meet these challenges
The aim of this module is to explore the business paradigm shift that arises from application of emerging information and communication technologies. The module is aimed at anyone wishing to gain an understanding of business activities and interaction between business and the business environment (customers, suppliers…) and how technologies can be deployed to enhance these activities.
This module aims to examine critically the role of Project Management within a contemporary business context. It also explains how specific project management applications play an important role in producing successful business outcomes and examines the philosophies, principles, structures and methodologies of Project Management.
The module introduces you to the background and context of the modern retail business. A history of retail development will be reviewed and an analysis of its impact on current activity will be undertaken, including an exploration of prevailing trends in consumer retail marketing environments. The module will examine the practical applications of the elements of the retail marketing mix. Decision-making processes and strategic choices will be evaluated in respect of a number of areas, such as retailer organisation, structure and size, location, logistics, store design and layout, in-store communication and merchandising. Special consideration will be placed on retail buyer behaviour and the influence of the store and the brand on intention to purchase.
Work Based Learning
The aim of the module is develop your skills in seeking and obtaining a work placement or internship of a minimum of three weeks’ duration. It will also develop your skills in learning from work experience and applying academic learning to the work place.
The module develops your understanding and then provides a forum for critical analysis of the application of marketing techniques in international, multi-national, and global market situations. Emphasis is given to the relative importance of political, economic, socio-cultural, technological, legal and regulatory, and environmental issues as they apply to (changing) country-specific and regional contexts. Market research techniques and practices develop your understanding of market entry and market sustainability techniques as aspects of competitive advantage.
The aim of the module is to develop in you an understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation.
Marketing – Culture and Communication (core for single honours students)
This module develops your 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 home-country 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 non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.
Likely optional modules
Digital and Social Marketing
The aim of the module is to provide you with the opportunity for the practical application of theory to a business oriented problem and to develop research skills.
The aim of the module is to provide you with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by the student.
New Venture Creation
The module will introduce the you to the fundamental parts of a business plan, including but not limited to the formulation of a new business idea, the assessment of market potential and routes to market, organisational and marketing implications, business structures, funding options, as well as detailed financial projections. The module aims to arrive at a viable business proposition ready for delivery.
This module aims to develop in you a theoretical and practical understanding of the role of PR in building relationships with stakeholders and gain an appreciation of the strategic and specialist roles of PR.
The module will acquaint you with the complex demands made upon service management organisations and the challenges that staff within them face. An understanding of the environments in which they operate will be developed and an appreciation of the different constraints placed upon them will be explored. The module will exam the range of alternatives that organisations can draw from and will include an investigation into the issues associated with service management across a wide range of situations. This will include the process of servitisation, managing the service encounter, service quality, service level, customer management and capacity management.