Digital Marketing

Contemporary Marketing Communications

The communications environment is rapidly changing and you’ll look at contemporary approaches to integrated marketing communications in a wide range of contexts. You’ll also be introduced to Digital asset management as a concept for curation of digital artefacts and assets in the context of marketing communications, building your understanding of marketing communicative methods.

Digital Consumer Behaviour

You’ll develop your skills to identify and evaluate the latest developments in digital consumer behaviour, including emerging consumer behaviour trends across different consumption contexts. You’ll progress your application of appropriate research methods and tools to collect your findings.
 

Brand Management

You’ll progress your existing marketing and business knowledge into the sphere of product branding (both physical goods, services and business to business). You’ll look at contemporary brand literature, both academic and professional, building your understanding of the brand knowledge that underpins the core themes you will cover. You will investigate the function of brand management within the various stages of the brand positioning process such as 

• brand analysis
• strategy development 
• and implementation.
   

Applied Marketing Consultancy

This is your introduction to marketing consultancy through action (or experiential) based learning methods. In action learning, you’ll be part of a team to solve a real and relevant problem for a client. Through this approach to learning you’ll experience and analyse marketing as it happens in a work based context.

In the lectures, you’ll develop marketing theory, skills and knowledge to support you in the second part of the module (i.e. workshops, lab work and field work) to work on behalf of a client organisation.
 

Social Media and Influencer Marketing

Get to grips with social media marketing, how and why it has become one of the most important tools used by businesses to find and engage with customers and the increasingly key role that Influencer Marketing plays. Through both a strategic and practical approach you will build a Social Media and Influencer Marketing Plan for a real business; gaining an understanding of the changing face of Social Media and Influencer Marketing, how to choose and find influencers and how to use them to improve customer engagement and ultimately drive sales.

Digital Advertising and Creative Content

This is your introduction to the world of digital marketing in a global context. It builds on your earlier module Contemporary Marketing Communications and will help give you insights into a range of contexts including mobile advertising, in-game advertising and user generated advertising.  

This will help to prepare you for your final year modules and also enhances your employability skills with the opportunity to engage you with practical and written assessments linked to creative industry scenarios.
 

Contemporary Omnichannel Retail and Marketing

This is your introduction to the nature, scope and characteristics of the various marketing and sales strategies used in the retail industry and how they are evolving, in line with changing customer buying habits and expectations. 

You will look at the drivers impacting on the sector and the interaction between digital platforms and physical outlets, combined with new technologies, to enhance the customer experience and bring new efficiencies to retail sales and marketing. You’ll build your knowledge of how these various factors can combine to create the ideal Omnichannel retail experience for the customer.
 

Optional Work Placement Year (includes a Placement Search and Preparation module in your second year)

You can spend your third year on a work placement. You will gain commercial and practical experience, and many students are offered graduate positions by their placement employer. Marketing students have enjoyed challenging positions at Aldi, Disney, GlaxoSmithKline, Harley-Davidson, BMW, Nissan, Warner Bros, MMR Research Worldwide, TNT and Xerox, among many others.

During your placement there is a fee which is paid to the university. It covers the cost of your placement tutor, and the support we provide whilst looking for a placement position and during your placement role. Whilst on your placement you will still be classed as a student. You will be paid a financially sustainable salary which will vary depending on your role, company and location. For more information about the fees please go to the Fees/Funding section. Learn more about how Oxford Brookes Business School supports students secure a work placement.

Personal Branding

Harness your knowledge of brands, communication strategies and business types gained through your degree. This module will help you to understand your potential future career paths, based on your strengths, skills and interests. You’ll get the support to be focused, differentiated and successful in planning your future careers through developing your 

• personal brand purpose
• brand story
• brand communication plan 

in a way that is consistent and authentic. You’ll look at theoretical and professional perspectives relating to management, professional ethics and other areas relevant to careers in business, marketing, events and related areas.
 

Critical Issues in Digital Marketing

Look at the emerging digital environment and future trends, which will help you to develop a critical understanding of the research and practice trajectory of digital marketing. You’ll progress your critical understanding of how consumers engage with brands online and the ethical dilemmas that may require critical consideration with the further adoption of future digital developments.

Harnessing Big Data

Big data is generated from various sources, including social media, websites, mobile devices, and customer interactions. In today's competitive market, the application of harnessing big data is highly useful. 

This module is your introduction to harnessing big data and how it can be used in a marketing context. You will look at data collection, storage, and processing, as well as data mining and machine learning techniques for marketing applications. Also you’ll learn how to analyse large datasets to gain insights into consumer behaviour and preferences, and how to use these insights to inform marketing strategies. 
 

Social Media Management

Focus on the use of social media platforms as a key part of digital marketing strategies. You’ll actively engage with current trends of social media management by evaluating relevant social media campaigns and applying learned theories and approaches to understand their effectiveness. This will help you think critically about how to design, plan, and manage successful social media campaigns. You will also critically evaluate and implement various stages of managing social media platforms for marketing purposes.

Project (academic or sustainability and enterprise)

You’ll receive appropriate supervision and guidance, on a topic you select to study in depth from your course. You will engage in research and employ methodologies which will progress your understanding of the process of research, and you’ll also use material that is at the forefront of the topic you’ve selected.

Advanced Consumers and Marketing Analytics

Marketing Analytics uses data and advanced methods to solve marketing and business problems. It is one of the fastest growing areas of application and as a consequence, competition and value generation has moved quite fast from the use of general theories towards a data-driven approach. 

Through this module, you’ll examine and equip yourself with the knowledge of how to best use this data in order to reach business, economic and societal and ecological objectives for a sustainable future.
 

Entrepreneurial Business Management

This module provides you with an in-depth focus on the skills involved in evaluating business ideas, the practical steps involved in launching a business and the necessary processes of winning the finance. The module also addresses those issues that ventures must consider when planning an exit strategy and so focuses attention on the purpose of business enterprise. In Semester 1 this module explores contemporary theories of entrepreneurship and applies them to real life case studies. In Semester 2 the module focuses upon the preparation of a complete plan for a new business, capable of attracting funding.

On successful completion of this module, you will be able to apply appropriate analytical concepts to provide support for untried venture proposals, understand the range of technical issues faced by those in start-up ventures and reflect on application of entrepreneurship theory, based on experience in a practical setting.
 

PR and Crisis Management

You will explore the main concepts and theoretical models that underpin Public Relations (PR) and crisis management. Also you’ll look at the role of PR campaigns to influence and change consumer’s behaviour and consider what goes into creating a successful PR plan. Examining how organisations manage and respond to crises. You will learn how to conduct a crisis audit, and plan a response strategy across different communication channels.

Global Marketing Management

Build upon your marketing knowledge and apply it within an international context. Brands operating in international markets need to be mindful of the various challenges posed by an ever changing and dynamic global market. You’ll proactively understand these global market dynamics that help brands establish a sustainable competitive advantage. You’ll also look to develop understanding of various ethical and sustainable issues in a global context and respect cultural differences in different markets.

Social and Non-profit Marketing

An effective society is arguably one where people are civically engaged. It is one where they not only know about and are conscious of social and environmental issues and imbalances, but are also motivated to step forward: whether through managing nonprofit organisations, leading social campaigns or through consumer behaviour such as donating, volunteering or boycotting. 

On this module, you will deepen your knowledge of the role of marketing in strengthening engagement with the nonprofit sector, and how behaviour change is achieved through social marketing campaigns. 
 

Creative Communication Management

You will practise marketing problem-solving using marketing communications throughout this module. Your taught input and practical exercises will help you develop a holistic view of marketing communications campaigns, their role and how they are developed, managed and evaluated in a variety of organisational and social contexts, cultures and communities. 

You’ll build on your knowledge of marketing communications tools, ability to conduct independent research into a variety of markets and sectors. You will further develop and hone your knowledge and skills, which will be utilised throughout this module in a way that prepares you to be effective within a marketing communications-focused area.