Marketing Management

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.

Consumer Behaviour

On this module, you will be able to identify and evaluate the latest developments in consumer behaviour. Which will include emerging consumer behaviour trends across different consumption contexts through the application and development of appropriate research methods and tools. You will also build a deeper understanding of

• diversity
• inclusivity
• ethics
• sustainability 

and skills in responsible marketing within different consumption contexts. 
 

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.
 

Customer Experience and Relationship Management

This module introduces the interlinked concepts of Customer Experience (CX)/Customer Relationship Management (CRM) as they are practised now. You will explore the strategic importance of these concepts to the modern marketer and their contribution to customer engagement and loyalty. As well as adding value to the product/service offering in order to create a competitive advantage. You’ll focus on the customer journey and how marketers can control/influence it to improve the customer’s overall experience.

Enterprise and Entrepreneurship

The module has been designed to help develop the knowledge and understanding as well as the related skills and capabilities associated with enterprise in its broadest sense. This module addresses the subject of entrepreneurship in a holistic manner, one in which the range of contexts; from entrepreneurship to intrapreneurship, and from high tech spin out to social and public enterprise is considered. The module focuses on both macro and micro dimensions, to help you understand both the dynamic nature of the entrepreneurial economy and their own employment opportunities within it.

On successful completion of this module, you will understand the theoretical underpinnings of enterprise and entrepreneurship, be able to identify the perspectives required for entrepreneurial success and be able to evaluate the contribution of government policies designed to develop an enterprise culture.
 

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 Skills for Placement Search 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.
 

Future Marketing Trends

Today’s professionals in the field of marketing management, like many other fields, deal with major changes and challenges which are driven by emerging technologies, economic changes, climate change and other social challenges. This requires marketing management professionals to develop an agile mindset and required skills. 

This module will help you understand, critically evaluate, and appreciate future marketing trends and how to respond to them using suitable methods and tools. You’ll also progress your appreciation of

• diversity
• inclusivity
• ethics
• sustainability 

and responsible marketing within different future marketing contexts. 
 

Marketing Strategy and Innovation

On this module, you’ll have the opportunity to develop, evaluate and implement both traditional and contemporary marketing strategy theories in as realistic a situation as possible. In parallel with lectures, you will be involved in workshop format sessions that will further consolidate and deepen your understanding of strategic marketing theory and concepts. In your workshops, a marketing strategy simulation game will run throughout the semester. Within the simulation, you will work in teams running brands that are competing with each other. This will help you to shape and implement strategic marketing plans with an innovative solution-oriented mindset within the context of a competitive environment.

Experiential Marketing

This is your introduction to Experiential Marketing and how it combines digital platforms, new technologies and Artificial Intelligence to engage with its customers in unique, emotional, and immersive ways across both physical and digital (hybrid) settings. 

You’ll explore how Experiential Marketing has evolved from the product and service focus of the traditional marketing mix to the point where customers and businesses are co-creating new products and immersive experiences. You will examine the effectiveness of Experiential Marketing in real businesses and in doing so, apply theory to practice.
 

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.

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.
 

Business to Business Marketing

Business to Business (B2B) marketing is increasingly operating on digital platforms and it is predicted to further grow but also to rapidly and continuously evolve. You may go into employment in a B2B context, for example an Advertising agency is in the B2B business and therefore it is very important for you to understand and evaluate how the Marketing concepts, that normally we refer to the consumers, are applied to the Business-to-Business environment. On this module, you’ll gain analytical skills and develop a data analysis mindset to evaluate the various stages of an effective marketing process and mediate between theory and reflections on significant case studies in B2B marketing.

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. 
 

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.

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.