Credits needed to earn the degree:
| ECTS Credits | UK Credits |
| 90 ECTS | 180 Credits |
This course includes or offers the following modules:
This module introduces the key concepts in strategic brand management:
The principles of building strong brands.
The concept of brand equity, and the tools adopted by leading marketing research firms in brand building.
Measuring brand performance, from the perspective of functional and emotional values.
Implementing brand strategies.
‘A brand is a net present value of a cumulative trust that the owners’ past marketing efforts have earned from consumers.’ (Ed Burke, the former CEO of Johnson & Johnson). Firms can build favourable reputations through well-conceived and well-managed brands, which enhance the confidence of staff, buyers, and users. This module explores how businesses create strong brands that persuade consumers to remain loyal to them and even pay higher prices. Building a strong brand demands time, commitment, and a value-creation approach from companies that need to learn how to create functional and emotional values better than their competitors.
This module is taught by a mixture of tutor-led seminars, lectures and practical workshops with sector practitioners, student-led presentations and discussion, and the use of case studies and work-based learning scenarios.
2 Intended learning outcomes How assessed
0 By successful completion of the module, you will be able to demonstrate
1 How to critically analyse brand building processes in a variety of business scenarios;
2 The ability to critically evaluate the performance of brands, using sector relevant tools and models;
3 The ability to make informed recommendations on how brands can improve their performance based on a comprehensive understanding of the latest theories and practices in marketing and brand management;
4 A theoretical and practical understanding of how to develop an authentic brand personality with a scientific framework targeted at a specific audience;
5 A comprehensive understanding of the key components of, and challenges in managing a brand portfolio and making strategic brand decisions.
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. Case study discussions
F2. Informal in-class presentations
F3. In class Q&A
Summative assessments:
S1. Report (4,000 words)
Weighting%
100%
Digital marketing is an increasingly powerful tool for growing businesses and increasing revenue and market presence. We assume that Millennials and Generation Z have social media and digital marketing channels/apps/etc. woven through their lives. But this does not automatically correlate to organisations and businesses understanding how to successfully navigate and make the most of the rapidly expanding and complex opportunities for digital marketing.
The module will include a mix of tutor input, lectures, case studies, group work and discussions. The style will be interactive but there will be an emphasis on the application of key skills, namely the ability to acquire analytical and reporting skills that will be highly valued by their future employers. Where appropriate additional selected readings designed to support learning and understanding will be presented as the module develops. All teaching and learning activities will aim to develop student autonomy, engagement, communication skills, decision making ability and become ethically aware global citizens.
20 Intended learning outcomes
By successful completion of the module, you will be able to demonstrate:
1 Discuss the role and purpose of the financial management function
2 Discuss, evaluate, select and apply working capital management techniques
3 Identify and evaluate alternative sources of business finance and carry out effective investment appraisal
4 Explain and critically apply cost accounting techniques
5 Prepare budgets for planning and control
6 Compare actual costs with standard costs and analyze any variances
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
By successful completion of the module, you will be able to demonstrate
1 A comprehensive understanding of digital platforms and new engagement methods available for marketing and brand management across a range of sectors/businesses;
2 A theoretical and practical understanding of the key stages in the development of digital marketing campaigns and broader digital marketing strategies, underpinned with appropriate marketing and brand management models, scholarship and/or sector best practice;
3 A comprehensive understanding of the complex and interconnected social, ethical, political, and economic contexts of implementing digital marketing strategies across different business sectors, and at local, regional, national and international levels;
4 The ability to critically evaluate digital marketing campaigns and strategies across different business sectors. F1; F2; S1
2 Assessment and feedback
1 Formative exercises and tasks:
F1. Practical in-class short assignments
F2. Informal short presentations in class
Summative assessments:
S1. Project (equiv. 4,000 words)
Weighting%
100%
How will consumers act in the future? What will the demand for our products and services be? What is the probability that a customer will visit our website and make a purchase/take up a service?
Answering these questions is not possible without the skills to find, extract, organise and analyse a range of data and information that can be used to support business decisions. This module explores how analytics can help make strategic marketing and brand management decisions and contribute to wider organisational strategic planning.
Students will use real data and appropriate techniques to consider issues such as how to segment the market, how to target specific customers and user groups, how to predict individual consumer and user behaviour, and what value propositions should be used under which circumstances.
By successful completion of the module, you will be able to demonstrate:
1 Evaluate and critically assign the importance of marketing and recognise its significance in different sectors and organisations
2 Analyse the principles of strategic marketing and explain how this drives targeting and positioning
3 Analyse and evaluate the relevance of traditional marketing mix components and broad issues relating to them (product, price, distribution, promotion)
4 Analyse and evaluate the importance of relationship, services and social marketing and their practical application
5 Analyse and interpret the various influences and different decision making processes consumers go through in making buying decisions
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. In class discussion and group presentations 45 / 70
Summative assessments:
S1. Individually written report 4,000 word
Weighting
100%
The purpose of this module is to provide an understanding of the importance of the marketing concept within any organisation. The module outlines both the philosophical underpinning supporting contemporary marketing theory and its application in different organisational contexts. Key marketing tools (segmentation and the marketing mix) are analysed and applied through the context of the management of the marketing process.
The nature of contemporary marketing theory and practice is developed alongside the concept of market orientation. The importance of marketing research, strategic analysis, and alignment with organisational strategy through branding is developed.
The module focuses upon the identification and application of key marketing management tools (segmentation, targeting, positioning,) and their impact on the delineation of markets and key stakeholder groups. Tactical marketing concepts are analysed and evaluated within a relational, services and social marketing conceptualisation.
The discipline of marketing planning is developed around the creation of an integrated strategic framework.
The module will include a mix of tutor input, lectures, case studies, group work and discussion. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.
20 Intended learning outcomes
By successful completion of the module, you will be able to demonstrate:
1 Evaluate and critically assign the importance of marketing and recognise its significance in different sectors and organisations
2 Analyse the principles of strategic marketing and explain how this drives targeting and positioning
3 Analyse and evaluate the relevance of traditional marketing mix components and broad issues relating to them (product, price, distribution, promotion)
4 Analyse and evaluate the importance of relationship, services and social marketing and their practical application
5 Analyse and interpret the various influences and different decision making processes consumers go through in making buying decisions
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. In class discussion and group presentations
45 / 70
Summative assessments:
S1. Individually written report 4,000 word
Weighting
100%
Marketing communications are constantly developing and changing. New theories, new approaches and the diversity of cultural influences, impacted by technological advances all combine to create a dynamic environment.
This module explores the key issues and challenges in contemporary marketing communications. It will cover strategic issues of brand strategy, planning, channel and social media integration as well as the tactical considerations needed to execute relevant and appropriate marketing communications campaigns that meet the needs of key identified audiences.
The module focuses on the need to develop resonant, effective marketing communications targeted to key audiences for a clear and distinctive purpose. The elements comprising modern integrated marketing communications – conventional, digital, and social – are analysed alongside the development of the creative process applicable to each.
The module will include a mix of tutor input, lectures, case studies, group work and discussion. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.
20 Intended learning outcomes How assessed
By successful completion of the module, you will be able to demonstrate:
1 Analyse the complex nature of consumer and organisational marketing communications campaignsS1
2 Critically evaluate and apply the principles of buyer behaviour to marketing communications planningS1 and execution
3 Apply an understanding of brand strategy in marketing communications product and service campaignsS1
4 Develop messages and integrated media campaigns for selected target audiences S1
5 Critically evaluate social media campaigns and propose effective solutions to current marketing S1 communications challenges
6 Construct an integrated marketing communications campaign aligned to the strategic objectives of anS1 organisation
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. In class discussion, group and individual presentations
Summative assessments: Weighting 100%
S1. Individual 4,000 word integrated marketing communications plan / report
This module explores the contribution of entrepreneurship and of individual entrepreneurs to future organisational growth and sustainability. It defines the different roles of the entrepreneur in different organisational contexts – small, medium, and international entrepreneurs – and identifies the necessary requirements associated with the creation and management of an entrepreneurial culture.
The module will include a mix of tutor input, lectures, case studies, group work and discussion. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.
2 Intended learning outcomes How assessed
By successful completion of the module, you will be able to demonstrate
1 Analyse, evaluate and clarify what entrepreneurship means and how it is S1 managed in small, national and international organisations, including the importance of the entrepreneur and entrepreneurship in modern societies
2 Critically assess the framework for evaluating new ideas, the role of S1 innovation and the linkage with creativity, invention and opportunity in developing personal and organisational entrepreneurship
3 Analyse and evaluate what constitutes an entrepreneurial culture and how S1 it might be developed in self and in organisations
4 Recognise the impact of globalisation and internationalisation on S1 entrepreneurship
5 Analyse and apply the key requirements for effective ‘start-up’ and growth.
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. Case study analysis, analysis of personal competences, group presentation
Summative assessments: Weighting%
S1. Word report 4,000 100%
This module provides students with an introduction to the principles and practices of research in the social sciences, offering them a solid foundation upon which to design, propose and implement a research project. It introduces a range of practical, qualitative and quantitative methodologies and methods from which they can select the most appropriate for your 60-credit ‘capstone’ module (dissertation, consultancy project, extended project, etc.).
This module is delivered through a combination of discussion based seminars and practical workshops.
2 Intended learning outcomes How assessed
0 By successful completion of the module, you will be able to demonstrate
1 A conceptual understanding of, and ability to critically evaluate current research, advanced scholarship and methodologies appropriate to your discipline area.
2 A comprehensive understanding of techniques applicable to your own research and scholarship and an ability to devise a viable research project.
3 Your ability to clearly structure and present a coherent argument justifying a research project.
4 Your ability to develop and comprehensively plan a major research project.
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. Class activity (e.g. presentations, data collection practices, debates) and discussion
F2. Feedback on research ideas
Summative assessments
S1. Research project proposal (4,000 words)
Weighting%
100%
This module allows students to develop an understanding of sustainability-related challenges facing society, organisations, and the economy to explore the implications of these for contemporary practices. Students will engage in debates concerning the relationship between business and issues such as climate change; the environment; humankind’s relationship to nature; inequality; social problems; and the challenge of sustainability in capitalist economies that privilege economic growth.
This module is taught by a mixture of tutor-led seminars, lectures and practical workshops with sector practitioners, student-led presentations and discussion, and the use of case studies and work-based learning scenarios.
20 Intended learning outcomes How assessed
By successful completion of the module, you will be able to demonstrate:
1 A comprehensive understanding of conventional economic, business and management practice and orthodoxies in relation to debates about managing sustainability;
2 The ability to critically evaluate the goals, governance, policy and regulation for the future of sustainability, climate, environment and society;
3 A theoretical and practical understanding of environmental and socio-economic injustice, inequalities and ethics and the links with ongoing business / management practice;
4 The ability to make an informed review of best practice in relation to sustainable business functions, leadership and management;
5 An ability to critically assess the concept of sustainability and apply in a sectoral context.
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. Peer review consultancy report plan;
F2. In class tests, exercises;
F3. Business case study analysis
Summative assessments:
S1. 3,500 word report
Weighting%
100%
This module allows students to develop an understanding of sustainability-related challenges facing society, organisations, and the economy to explore the implications of these for contemporary practices. Students will engage in debates concerning the relationship between business and issues such as climate change; the environment; humankind’s relationship to nature; inequality; social problems; and the challenge of sustainability in capitalist economies that privilege economic growth.
By successful completion of the module, you will be able to demonstrate
1 A conceptual understanding of, and ability to critically evaluate current research, advanced scholarship and methodologies appropriate to your discipline area.
2 A comprehensive understanding of techniques applicable to your own research and scholarship and an ability to devise a viable research project.
3 Your ability to clearly structure and present a coherent argument justifying a research project.
4 Your ability to develop and comprehensively plan a major research project.
| Total Contact Hours | 15 Hours |
| Self Study Hours | 130 Hours |
| Total Number of ECTS of this Module/Unit | 7.5 ECTS |
| MQF/EQF Level | Level 4/5/6/7 |
Formative exercises and tasks:
F1. Class activity (e.g. presentations, data collection practices, debates) and discussion
F2. Feedback on research ideas
Summative assessments
S1. Research project proposal (4,000 words)
Weighting%
100%
All our programmes are offered in English language and all module credits are UK.
