Marketing

This module draws on all your skills and learning developed on the programme, on market information interpretation skills you’ve developed, on your understanding of markets, marketing and consumption, and potentially on the expertise that you bring to the programme from your first degree (in the arts, engineering, business or the humanities for example).

The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. This module will equip you with the qualitative skills that will enable you to understand, interpret and commission consumer research.

This module is designed to enable you to explore both established and emerging forms of digital marketing. A range of digital topics will be discussed such as viral and word-of-mouth campaigns, search engine optimisation, mobile marketing, user-generated content and social media, and the growing influence of ‘big data’ through the increasing power and use of digital analytics and metrics.

This module aims to introduce you to the marketing discipline, briefly explaining the history of marketing practice and the contemporary issues that are beginning to transform those practices. In the process you will explore some of the core concepts that form the foundation of the field and see how these have been developed as practical and useful theoretical tools and devices.

The aim of this module is to provide students with a contemporary view of the role and importance of marketing communications. Students will develop an appreciation and understanding of the fast-moving and multi-faceted world of marketing communications from both a theoretical and managerial perspective. This module will emphasize the importance of integrated marketing communications (IMC) and will cover topics such as campaign strategy and planning, creativity, product placement and celebrity endorsement.

This module is designed to help you understand what markets are, how they work and - most importantly - identify the actors and practices that make markets happen. You will learn how markets are constructed through the patient, multiple and distributed efforts of many different market actors - for example - suppliers, distributors and retailers. You will learn how the network of connections spreads out to shape what markets become and how they begin to involve a whole host of important mediators such as consumer guides, rating agencies and regulators.

This module is developed to teach you marketing strategy through a hands-on marketing simulation experience. The marketing ‘game’ provides you with an integrated overview of the concepts, techniques and skills used in marketing strategy and management.

This module will provide you with a managerial and critical understanding of how brand strategy integrates a variety of perspectives - the social, psychological, managerial and creative aspects of branding.

You will learn the language of brand strategy, discover how branding fits with the other activities of an organisation. You will learn how this knowledge can be applied in the managerial context.

The overall aim of this module is to develop a deeper appreciation and understanding of consumer experiences. In particular, the course will focus on the important role of consumer experiences in the lives of individuals and unpack how as marketers, students can develop consumer experiences that are simultaneously aesthetically fun and ethically inclusive and accessible for all consumers.

This module considers international retail marketing activity from two thematic perspectives: the internationalisation of the retail firm and the globalisation of markets. The first theme looks at the way in which firms expand into international markets through consideration of the organisational and marketing challenges they have to address. This includes market selection and entry mode decisions as well as brand strategy and format innovation. The second theme looks at the changes that occur in global markets and how this creates a dynamic environment for both domestic and international retailers.

The aim of this module is to provoke critical thinking about marketing’s role in society. It also provides an opportunity for students to consider alternative approaches to the study of marketing. We seek to contemplate not 'how to do marketing', but to consider the effects, both positive and negative, of the marketing discourses that circulate in society and how these mould consumer subjectivities and impact upon our lives in deep and profound ways.