Marketing Management

Year 2

Compulsory modules

• 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. This will build your understanding of marketing communicative methods.

• Consumer Behaviour

  On this module, you will learn to identify and evaluate the latest developments in consumer behaviour. This includes emerging trends across various consumption contexts, which you will examine by applying and developing appropriate research methods and tools. You will also build a deeper understanding of diversity, inclusivity, ethics, and sustainability, as well as skills in responsible marketing.

• Brand Management

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

  • brand analysis
  • strategy development 
  • 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) and Customer Relationship Management (CRM) as they are practised now. You will explore the strategic importance of these concepts to the modern marketer. You'll learn about 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 and influence it to improve the customer’s overall experience.

Optional modules

• Enterprise and Entrepreneurship

  The module has been designed to help develop your 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
  • 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 will also enhance your employability skills with the opportunity for you to engage 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. You'll explore how these strategies 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.
   

• Creative Digital Marketing

  This is your introduction to the concept of creativity and its role within a digital marketing context. You will explore creativity in general terms and how it manifests within digital marketing practice. You will have the opportunity to develop your own creative skills in relation to identifying marketing problems and opportunities, as well as developing customer centred solutions.

• Social Media and Influencer Marketing

  You'll get to grips with social media marketing. You'll learn 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. This will help you to gain an understanding of:

  • the changing face of Social Media and Influencer Marketing
  • how to choose and find influencers
  • how to use influencers to improve customer engagement and ultimately drive sales.

Year 3 (optional placement year)

Optional modules

• CHOOSE ONE MODULE FROM:

• Placement

  On this placement, you will be able to access a 40-52 week work-based learning or placement opportunity to help develop your employability and enterprise skills. You will gain first-hand knowledge and experience of making applications to, and working in, a placement role. You will set your own work-based targets and reflect upon your progress in the role you have on your placement. Halfway through your placement, you will make a presentation to your line manager and placement tutor which summarises your gained knowledge on your placement and the tasks you have/will complete in your placement role.

• Full Year International Study Abroad

  This is your opportunity to study business topics abroad in order to experience a different national, educational and business culture. You will also build on your knowledge, understanding, skills and competencies you’ve gained so far. You will undertake an international study exchange at a university outside the UK, arranged with the University’s exchanges office. This international study exchange lasts for 1 academic year and is taken after your second year of studies (Level 5).

• OR CHOOSE THESE TWO OPTIONS:

• Short Placement

  This 24-week placement is your opportunity to develop your employability and enterprise skills, within the UK or Europe. You will gain first-hand knowledge and experience of making applications to, and working in, a placement role. You will set your work-based targets and reflect upon your success in your placement role. At the end of the placement, you will make a presentation to your line manager and placement tutor which summarises the knowledge and skills you have developed on your placement.

• Work-based Learning

  This module is also a 24-week work-based learning opportunity for you to develop your employability and enterprise skills. As on the other modules, you will have the opportunity to obtain first-hand knowledge and experience of making applications to, and working in, a placement role. This could include employment, volunteer work experience or undertaking a consultancy type project.
  
  Before your work-based role begins, you will agree a brief and set work based targets allowing you to reflect upon your success in your placement role. At the end of the placement, you will make a presentation to your line manager and placement tutor which summarises the knowledge and skills you have developed on your placement.

Year 4 (or year 3 if no placement)

Compulsory modules

• 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 career, through developing your:

  • personal brand purpose
  • brand story
  • brand communication plan.

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

• 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, and sustainability, as well as skills in responsible marketing.
   

• 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. You'll learn about its engagement with customers 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.

Optional modules

• Project (academic or sustainability and enterprise)

  You’ll receive appropriate supervision and guidance as you study a topic in depth that you have selected from your course. You will engage in research and employ methodologies which will progress your understanding of the process of research. 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
  • 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 at an Advertising agency, and therefore it is very important for you to understand and evaluate how the Marketing concepts, that we normally 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. This will help you to evaluate the various stages of an effective marketing process and mediate between theory and reflections on significant case studies in B2B marketing.

• Campaign Management and Development

   

   

• Developing the Contemporary Retail Experience

• Global Marketing Management

  On this module, you'll 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, as well as 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. You'll examine 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, along with your 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.