Introduction to the Principles of Marketing
This module introduces the key principles of Marketing by studying the theories that underpin Marketing. It explores the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the twenty first century.
Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.
Professional and Academic Development
This professional and academic skills development module helps you to become a lifelong learner, develop career focus and enhances your employability. Starting with a focus on how to achieve your best academically, you then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.
Research Methods for Events and Marketing
This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. You will be exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.
Digital and Social Media Marketing Strategy
Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.
Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.
Customer Insight and Engagement
You explore how to acquire, retain and grow the share of wallet of good customers, as well as how to demote undesirable customers without triggering revenge behaviours. It is based on the premise that customers are the essence of the organisation, as without customers, the organisation would fail. The module takes a customer-centric approach, and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. It uses real case studies, as well as students' own experiences as customers.
Digital Marketing and Analytics
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign, including ethical issues. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of marketing data.
Content Marketing Management
This module investigates the concepts of branded content and content marketing. You will particularly focus on the role and application of content marketing as a new managerial approach in marketing communications. The module critically examines the fundamental paradigm shift within the marketing communications landscape from push to pull marketing which has led to the rise of branded content and content marketing. Furthermore, this module clarifies what differentiates branded content and content marketing from other key marketing communications concepts and management approaches. You will learn to develop ethically responsible content marketing management practices across a variety of sectors and consider multiple stakeholders on a regional, national and international level.
Brand and Marketing Communications
You will explore the role and usage of contemporary brand and marketing communications and the fundamental insight that an organisation's brand strategy needs to be at the heart of all its marketing communications activities. A professional and ethically responsible focus will help you to consider multiple stakeholders' needs – eg consumers, businesses, the media, pressure groups – in a global context. A broad range of marketing communications channels and tools will be critically assessed. This includes advertising, public relations, sponsorship and digital marketing communications. Creative and strategic insights from current practice will help your understanding and application of marketing communications skills.
Strategic Brand Management
You will examine how brands are created and successfully managed. You will explore the latest research and practice in strategic brand management and focus on innovative approaches to new product development. Key ethical, environmental and socio-cultural implications for contemporary brand management are analysed within regional, national and global contexts. The latest research and practice in strategic brand management and the use of social media and digital communications technology, is investigated. On completing this module, you will have gained an advanced knowledge of the latest tools, techniques and broader societal implications of contemporary strategic brand management.
International Luxury Marketing
This module examines the strategic decisions involved in luxury marketing and luxury brand management. You have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practice, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars.
Managing the Luxury Experience
This module links operations management to the core strategic aspects of international luxury retail management across different channels. You will discover how some destinations have become synonymous with luxury, because of their ability to create and deliver a seamless luxury experience. Key to this is not only the management of channels to market, but also the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.