MSc — 2025 entry Digital Marketing (Online)

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing. The course will be of particular value to students planning careers in digital marketing and marketing consulting.

In this module, students develop an in-depth understanding of current trends for Digital Innovation and how they affect businesses in the Digital Economy today. This will involve reviewing a range of key Digital Innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate Digital Innovation which they can apply to the different key topics for decision-making purposes.

This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.  This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.

This compulsory module is designed to immerse students in a real-world business context through independent study and research. It encourages students to identify and explore a business topic that aligns with their academic and professional aspirations, ensuring relevance to their overall program of study.  The module's structure supports self-directed study. It employs a strategic learning approach aimed at enhancing students' competencies in undertaking and reporting independent research.  This module offers students the opportunity to apply theoretical principles and research methods in a practical setting. Feedback and outcomes from previous coursework should inform the development of a secondary research-based project that exemplifies a comprehensive understanding of the module's objectives and learning outcomes. The students will have opportunity to learn the techniques essential in writing business reports.  The project is unsupervised, which means you will not be assigned a supervisor. Instead, some online support sessions will be conducted by the module leader to assist students to gain a comprehensive understanding of the requirements of the report and address any specific questions as they arise.