Marketing Management

You will learn about the fundamental concepts of marketing, the tools and processes currently used by practising marketing professionals, and how they are currently applied in the marketplace. Additionally, this module looks at developments in marketing practice and the impact of digital technology.

You will learn about brand management from both a theoretical and practical perspective. This module focuses on elements of current branding theory, practices and innovations within various market sectors, and types of organisations. You will also develop an appreciation of brands as equity, and the significance of this to organisational strategy.

This module firstly considers how messages are processed and understood by the target audience and then evaluates the stages of the planning process required by organisations to develop a strategy that delivers a fully integrated campaign. You will have the opportunity to play the role of communication agency executives in determining, producing, and defending the development of a communications strategy using contemporary practice, in response to marketing communications problems and briefs.

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Digital Marketing Strategy

You will learn about the broad range of technology used in digital marketing. Companies and organisations of all sizes use a variety of technology and platforms in their digital marketing. This module will also explain and position the strategic digital marketing management decisions available in different market and industry situations enabled by digital technology.

Consumer Experience and Behaviour

Understanding customers is essential for businesses. In this module you will learn the importance of consumer insight, their motivations, their behaviours, their preferences and even their unmet needs to consistently provide them with added value that leads to strong loyalty and long-term relationships.

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Marketing Dissertation

You will design and develop your own independent research study (secondary and primary) on a specific marketing topic and present your analysis in a Marketing Dissertation. The Marketing Dissertation will enable you to combine the knowledge you have gained and apply that understanding and analysis independently to a marketing topic and context you choose. The module will encourage self-discipline through improved time management skills and follow through of project to completion. You will become competent at integrating ideas into a focused research structure and become competent at reading and writing effectively together with skills in self-analysis and reflection.

Marketing Consultancy Project

The Marketing Consultancy Project (MCP) is an individual consultancy project that provides a commercially and employability-relevant experience. You will compile a 10,000-word report that acts as a solution to a business research challenge. The assessment is in two parts:

1. Main report – this includes details of the research, analysis and recommendations.
2. Summary presentation – this is a self-recorded presentation that summarises the key research findings, analysis, and recommendations.

In an identical way to a business consultancy, the organisation will give a summary briefing to you, either face-to-face or by MS Teams. After 12 weeks of research and project formation, you will submit the report and an mp4 file of your summary presentation. MCP briefs are live projects so you will gain a guaranteed business consultancy experience and apply the skills you have learned to make a genuine impact – you will be able to summarise the experience on my CV. All MCP briefs will be scrutinised by the module team to ensure they are appropriate to give the elevated level of commercial experience required.