This module introduces contemporary global business issues and the challenges they create for managers. You will explore how digital technology and social media influence business operations and examine key business functions including human resource management, marketing, finance and accounting. The module uses current world events to consider how changes in the external and internal environment affect organisations.

This module provides a comprehensive introduction to marketing theory and its practical application. You will explore the marketing environment, market research, segmentation, targeting and positioning, the marketing mix, and contemporary challenges such as digital marketing, ethics and globalisation. It provides the foundation for more specialised marketing study in later years.

This module develops an understanding of the large volumes of data available to organisations and how business intelligence can be used to turn data into meaningful information for decision-making and organisational performance. You will also develop an understanding of financial information, including accounting principles, financial reporting, business performance analysis and financial decision-making.

This module explores entrepreneurship, entrepreneurial ventures and the role of an entrepreneurial mindset in creating economic and social value. You will use creative problem-solving to identify opportunities, develop innovative and sustainable business ideas, assess financial and operational feasibility and turn an idea into a formal business plan. The module also develops commercial, communication and negotiation skills.

This module builds on earlier marketing knowledge and applies it to strategic issues in consumer and business markets. You will analyse market environments, trends, strategic relationships, social and cultural influences, competitive advantage, forecasting and organisational change. Contemporary issues such as sustainability and climate change are used to develop strategic analysis and recommendations.

This module explores how brands are created, positioned, developed and managed, and the role they play in consumers’ everyday lives. You will examine brand-consumer relationships and the psychological, social and cultural factors that influence consumer behaviour, including motives, attitudes, perceptions, identity, culture and reference groups.

This module introduces marketing intelligence and the use of market and customer insight in decision-making. You will explore marketing metrics, marketing research, data analysis and data mining, and learn how internal and external data can be turned into actionable insight. Case studies and industry examples are used to develop analytical, data and insight-led marketing skills across different sectors.

This module focuses on responsibility and ethics at both organisational and managerial level. You will develop an understanding of corporate social responsibility, sustainability and business ethics, and consider the ethical issues faced by decision-makers, the causes and consequences of ethical and unethical behaviour, and organisational responses to environmental, social and economic challenges.

This module takes a critical look at the impact of marketing on consumers, society and the environment. Drawing on areas such as sociology, public policy, cultural studies and psychology, students explore themes including consumer wellbeing, consumerism, activism, vulnerability, modern slavery, social marketing, ethical marketing and cultural change. The module encourages you to consider how marketing can respond to complex social issues and contribute to positive change.

Digital Marketing for Business Managers

This module develops understanding of digital marketing with a particular focus on social media. You will explore how digital technologies shape marketing strategy, how organisations use customer information and databases to identify, attract and retain customers, and how web metrics and KPIs support decision-making. The module also provides experience of social media management tools and contemporary digital marketing practice.

Crisis and Business Continuity Management

This module examines how organisations are exposed to and respond to crises and business interruptions. You will explore crisis management and business continuity theory and practice, analyse organisational vulnerabilities and risks, evaluate continuity plans and develop decision-making skills through applied and simulated crisis situations.

Managing Customer Relationships

This module examines customer relationship management in both B2B and B2C contexts. You will explore customer acquisition, retention and development, customer profitability, service quality and satisfaction, relationship building, service recovery, and the CRM practices and technologies used to support marketing, sales and service objectives.

Creative Leadership and Business Thinking

This module develops creative leadership and business problem-solving skills. You will examine mainstream, creative and critical perspectives on leadership, reflect on their own leadership approach, consider how different leadership styles influence business thinking and develop creative responses to business problems.

Business Consultancy Project

This module provides an individual consultancy experience based on a genuine business brief sourced from a live business or creative agency. You will investigate a commercial problem, analyse evidence, develop and justify alternative solutions and make recommendations designed to create value for the client. The project provides an opportunity to demonstrate degree-level knowledge in a commercial and employability-focused context.

Marketing Dissertation

This module gives you the opportunity to conduct independent academic research on a marketing topic of your choice. With academic supervision, you will review relevant literature, design a research methodology, conduct and analyse primary research and evaluate the implications of their findings for marketing knowledge, policy or practice.