Explore what shapes how people think, feel and behave as consumers. This module deepens your understanding of consumer behaviour by examining key theories relating to social, cultural and personal influences. You’ll investigate how shifting values are influencing consumer decisions and reshaping markets, including aspects of consumer vulnerability and ethical marketing.

This module will support your learning of how marketers and advertising agencies develop strategies to engage with their target customers. You will explore how brands use digital tools and platforms to transform the way they connect with us, and how data is used to shape campaigns, target consumers, create personalised experiences and evaluate marketing performance. You will also reflect on emerging ethical issues such as privacy, data responsibility and the social impact of digital communications.

This module evaluates the value chain of global organisations who work together to design, source and deliver products to the end consumer. You will learn how marketers need to understand global market dynamics to ensure that products are produced, transported and sold in ways that deliver maximum value to the end consumer whilst being profitable for all organisations involved. This module will also explore the key ethical and sustainability challenges faced by marketers, organisations and consumers.

Step into the role of a marketing decision-maker in a simulated digital business environment. You will experience the challenge of developing and adjusting marketing strategies in response to changing market conditions, while understanding the key role of marketing in interpreting research insights to make the right strategic decisions. This hands-on module allows you to apply your knowledge, build confidence in decision-making, and develop teamwork skills while managing competing priorities; skills that are highly valued in industry settings.

Before any organisation can create products, services, and brands, and the campaigns which bring these to life, they need to have clear understanding of their target customers. In this module you will develop your ability to ask meaningful questions and explore how marketing research supports better decision making. You will learn how to design and evaluate research using both qualitative and quantitative approaches and apply analytical thinking to real-world marketing problems through interpreting insights from data and research.

This module will immerse you in the unique and interrelated areas where entrepreneurial practices and opportunities emerge. It will focus on different forms of practice that inform and explain entrepreneurship in the corporate world, social enterprises, franchise organisations and family businesses.

The module will include four streams:

1. Social enterprise - a context in which entrepreneurial practices generate social value
2. Franchising - a context where entrepreneurs develop businesses and foster innovation through partnerships
3. Family business - a context where entrepreneurial opportunities align with family objectives across generations
4. Intrapreneurship - a context where opportunities lead to the emergence of new ventures within existing organisations

By adopting a contextual view of entrepreneurship, you will gain current insights that you can apply in practical settings. You will engage with these contexts by providing solutions to challenges presented by practitioners in franchising, social enterprises, family businesses, and corporations.

Boost your CV by gaining international experience and earn credits towards your degree. You study abroad at a summer school at a partner university between your first and second year.

You will gain subject-specific business knowledge and experience studying in a different country and culture. You can choose from a wide selection of partner universities based on where you want to study and the subjects offered.

Some of your assessment will take place at the partner university. You will also write a reflective essay after you return to help you articulate what you have learnt during your time abroad. This will help you to link your experiences to employability for future interviews.

To complete your experience, you will participate in an online project during the semester, working with an international team of students. This project will help you develop a global mindset and build your communication skills as you work in a cross-cultural team, participating in a business game where you will complete challenges related to the global Sustainable Development Goals.

Peter Drucker, one of the core founders of marketing thinking, once said business is about two things: marketing and innovation. This module introduces you to the core principles of innovation as well as the development processes and theories behind bringing new offerings to market. You will consider how businesses can both respond to and shape changing consumer needs and decision-making.

Marketing services rather than physical products presents a distinct set of challenges. You will examine key ideas around customer experience, service quality and relationship building. As service industries increasingly dominate global economies, you will develop an understanding of how to create value in sectors such as hospitality, finance, health and digital services.

Many organisational recruiters have identified several key skills and areas of knowledge that they seek in prospective employees. At the top of the priorities are spreadsheet modelling, problem structuring, statistics, and project management. This module will introduce you to Microsoft Excel 2024 and the fundamentals of dynamic model building. You will learn essential skills such as:

• data handling
• filtering and analysis
• using functions
• charting

Additionally, you will cover advanced techniques such as:

• optimisation
• simulation
• utilising Visual Basic for Applications (VBA) to automate models and construct decision support models.

Throughout the module we will make extensive use of case-studies and workshop-orientated learning tasks.

This module will help you understand people and how they are managed and controlled in the workplace. It will draw on concepts from social and organisational psychology and explore how these ideas have been applied in designing management and work practices. You will be introduced to practices such as psychometric personality testing, as well as various motivation techniques. You will also explore new forms of control and how work changed from something we do, to who and what we are.

We will examine how managers and management practices shape the meaning and identity of employees using corporate culture, workspaces and work environments, humour and emotions to align individuals with organisational goals.

You will spend one year studying in another country at an exchange partner institution. The courses you take will vary based on the options available at the partner university. Throughout this year, you will deepen your subject knowledge in your field while experiencing life abroad, developing your cultural and personal skills.

Before the year begins, a study plan will be created with a study abroad advisor to ensure you make the best choices for your academic journey.

You will explore what makes brands powerful and how they create value in competitive markets. This module introduces you to strategic approaches to brand development, positioning and identity. You will consider how brands connect with audiences emotionally and culturally, and how ethical branding and inclusivity are increasingly central to long-term brand success.

This module is specifically designed to help you develop your professional marketing skills by tackling a real business challenge for a client organisation. As part of a small team, you will investigate a marketing issue through a consultancy-style research project. This experience will enhance your research and analytical skills, strengthen your problem-solving abilities, and cultivate a professional mindset that prepares you for the next step in your career.

In an increasingly competitive world, marketing plays a crucial role in shaping the direction and strategy of global and national organisations to create sustainable success. This module challenges you to think at a higher level about how marketing supports organisational goals. You will explore how strategic thinking influences decisions around product portfolios, markets and customer relationships. As you examine contemporary challenges such as sustainability and competitive disruption, you will build your ability to evaluate and develop integrated marketing strategies.

The human condition is becoming increasingly complex, influenced by a variety of factors that are mediated and amplified through our deep connection with technology. In this contemporary module, you will deepen your understanding of this condition and look at how and why consumers behave the way they do. This module takes a more analytical and critical approach, drawing on advanced theories and emerging perspectives. You will explore how values, identities and social contexts shape behaviour, as well as how marketers can respond to the complex and evolving expectations of consumers.

This module builds on the techniques developed during earlier spreadsheet modelling modules. Its aim is to enhance your technical skills in Excel, improve your model design capabilities, and strengthen your VBA programming proficiency, enabling you to create effective and powerful models.

As in the previous module, case studies and real-life applications will be used to illustrate these concepts and demonstrate how value can be added to models used in management and analysis situations. You will learn general concepts about spreadsheet modelling using VBA and acquire a wide range of modelling skills which are highly relevant to management. These include structured programming, program documentation, program verification, user interface design, and general investigative modelling.

Discover how marketing works in business markets, where long-term relationships and negotiation play a central role. You will examine how organisations market to other organisations, manage key accounts and build trust in complex decision-making processes. Additionally, you will learn about effective strategic negotiating skills and reflect on the ethical dimensions of working in B2B environments.

This module explores some of the most pressing issues that marketers face today. Topics might include digital transformation, sustainability, inclusivity or changing consumer values. You will be encouraged to reflect critically on the role of marketing in society and consider how your own practice can contribute to a more responsible future.

Can global sustainable development be effectively managed? If so, who should be responsible for it?

The UN Sustainable Development Goals represent the most recent effort to balance environmental, social, and economic priorities in a world experiencing rapid change in both ecological and material conditions. You will explore various perspectives and positions regarding sustainable development: what it is, how it is distributed, what it could become, and what kind of sustainability we can realistically achieve.

We will examine how businesses and management interact with nature, while critically assessing the political, ecological, social, and economic interconnections and their implications. Through comparative analyses, case studies, and reflective inquiries, you will develop the ability to think critically, establish connections, and take meaningful action toward creating sustainable futures.

This module highlights the growing significance and importance of influencer marketing for brands. You will learn how to effectively select and work with influencers and how to create successful influencer marketing campaigns. You will also be encouraged to think critically about the implications of influencers and influencer marketing for consumers and society.

Explore how organisations operate across borders and adapt their marketing strategies to different international contexts. You will examine global trends, cultural influences and the challenges of managing global brands. This module encourages you to think critically about ethical and sustainable practices in global markets and prepares you for roles in multinational environments.

Organisational change is a defining feature of modern life. It can be disruptive but also creative, affecting how organisations reproduce, stabilise and evolve themselves and their environment. You will explore key concepts related to approaches to change, particularly those at the individual and group level. You will focus on managing people and change in an increasingly technologically mediated world. Additionally, you will develop informed opinions about change theories, helping you understand and implement change through negotiating dynamic interactions between people.

This module critically examines the relationship between technology, power, and society. You will challenge the conventional view of technology as a neutral force, exploring its profound impact on work, organising, and social inequalities, including those related to gender, race, disability, and coloniality. You will investigate the complex interaction between technological development and societal structures.

You will learn to analyse dominant narratives surrounding technology, examining diverse perspectives. A key focus will be on developing your ability to critically examine the discourses and applications of technology. This will encourage you to question your own assumptions and those of others.

By the end of the module, you will gain tools to contextualise how technology is discussed, deployed, and experienced within contemporary organisations and society.

This module helps you develop as a responsible and effective leader. You will learn to make decisions that balance the concerns of all stakeholders, including employees, society and the environment. You will engage with responsible leadership theories to gain a deeper understanding of your own approach to leadership.

A critical element of leading responsibly is the ability to recognise the arguably “Western” and gender-blind theoretical concepts that underpin leadership, gender and business. You will develop a critical perspective to support your entrepreneurial leadership practice beyond your home borders.

Additionally, you will explore and identify the impact of leadership on gender and diversity in business. You will have the opportunity to reflect on your own perceptions of leadership and gender, as well as how these perceptions might influence your career and entrepreneurial aspirations within your specific country context.

You will learn how to think about the role of technology in shaping futures for organisations and societies. You will explore how different potential futures can be imagined, understood, predicted, and brought into being. You will also examine how values, beliefs, and morals are built into technological futures and how they can mirror or contribute to the perpetuation of increasing inequalities.

This topic is particularly important as emerging technologies, such as artificial intelligence, robotics, and biotechnology, are rapidly transforming the way we live, work, and interact, particularly in a context of environmental and political instability. The lectures and workshops will be interactive, multi-modal, and practical, featuring a variety of exercises based on design studio principles. These activities will help you understand and employ different ways of thinking about technological futures.