Programme Structure

Gain the skills and knowledge to design and implement marketing campaigns at a management level. You will learn how to target audiences and select media channels alongside operational and brand considerations.

On successful completion of the module, students should be able to:

• Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain.
• Make a judgment in the application and adaptation of marketing principles across a wide range of markets
• Engage critically with and evaluate the role of marketing from a general management perspective.
• Critically assess marketing key performance indicators and diagnose problems accurately.
• Develop and appraise marketing entire strategies that meet both conceptual and operational requirements of strategic marketing management.

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This module equips you with the knowledge, skills and competencies needed to research, understand and interpret consumer behaviour. Gain the ability to understand the psychology of customers and consumer profiling, and how these insights both develop and improve marketing strategies.

On successful completion of the module, students should be able to:

• Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies.
• Evaluate and distil the results of a consumer research project.
• Calculate the success of current models at predicting consumer purchase decisions.
• Assess patterns and processes of consumer behaviour in the contemporary and international business context.
• Critically evaluate consumer and customer management practices in organisations in different sectors.

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Communication is central to successful marketing. This module will give you a critical appreciation of its strategic importance for businesses, non-profit-making and governmental organisations. You will get to grips with the nature of communication needs, consumer types and how to target the right audience across multiple channels.

On successful completion of the module, students should be able to:

• Critically analyse advantages and limitations of the main marketing communications concepts and be able to apply them to current marketing scenarios.
• Identify and appraise various approaches to the design of marketing communications strategies.
• Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making.
• Evaluate marketing communications strategies employed by organisations in different contexts.
• Use and apply the appropriate knowledge and skills to develop a marketing communications strategy using a ‘live’ brief.

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