Business and Marketing (Point of Entry 3)

As digital marketing and social media become increasingly important to business strategy, knowing how to use analytics to drive success has never been more important. Digital analytics produce a wealth of insights that enable marketing managers to evaluate the success of digital and social media marketing initiatives. They are also useful for forecasting trends to inform future marketing decisions.

You'll learn how to use a range of analytical tools to interpret and evaluate data on consumer behaviour and preferences and social media engagement. You’ll also discover how to use key performance indicators (KPIs) - which are specific to digital and social media campaigns - to help drive improvement and performance.

The module will equip you with the analytical and data skills necessary to interpret digital data, enhancing your employability and preparing your for a range of careers in marketing or business.

Marketing communications serve as the voice of a brand. They create a dialogue that connects businesses with their audiences across various platforms and mediums. This module will examine how advertising fuses creativity and strategy to influence consumer behaviour and perceptions.

You’ll engage with tools like social media and search engine optimisation (SEO) to create conversations and nurture communities. Integrated marketing communications (IMC) ensure consistency across all channels, amplifying the resonance of each message. Ethics and sustainability practices that guide responsible marketing are at the heart of the module: respecting privacy, ensuring transparency and embracing sustainable practices that prioritise long-term well-being over short-term gains.

You’ll enhance your employability by blending practical, applied learning with essential marketing concepts. By engaging directly with current advertising tools, digital platforms and real-world case studies, you’ll be able to apply your knowledge effectively in a professional setting. You’ll learn the theory and strategies to navigate digital landscapes and uphold ethical standards. This hands-on approach, combined with insights into sustainability, prepares you to enter the workforce with the confidence and skills needed to excel in a dynamic industry.

In the rapidly evolving world of business, developing and implementing effective strategies is vital for success. This module equips you with the knowledge and skills necessary to excel in the field of strategic management.

You’ll engage in rigorous analysis and critical thinking to explore a range of strategic concepts. These include the fundamentals of strategic planning, advanced topics in supply chain dynamics, and issues such as quality management, technology-driven innovation, and project/event management.

Throughout the module, you’ll engage in interactive discussions, group projects, case studies, and hands-on exercises to enhance your problem-solving and decision-making skills. By the end, you’ll have the ability to analyse and apply critical thinking to evaluate strategic alternatives and make informed recommendations.

In a world marked by perpetual transformation, how can emerging leaders adeptly navigate the challenges and seize the opportunities that shape corporate strategies? Through engaging and interactive sessions, students will unravel the complexities inherent in leadership principles and strategic decision-making. Hands-on applications are used, ensuring that, alongside the theoretical knowledge, you develop the practical skills essential for effective leadership in the contemporary business environment. You will leave the module with a knowledge of corporate strategy tools that are indispensable resources utilized by organisations to navigate the intricate landscape of strategic decision-making and planning.

An introduction to the concept of behavioural science and how its insights can be applied to the workplace. Behavioural Science is drawing from multiple scientific disciplines (e.g. psychology, behavioural economics). It aims to give new insights into how our minds operate in the modern business world. Applied to the workplace it can help us to shed new light onto a wide range of issues relating to HR. You'll gain a first insight as to how the developing cross-disciplinary field of behavioural science and provide you with novel tools to overcome organisational challenges. For example, you'll cover how behavioual sciences can help us to understand how our decision making can be inherently biased and affect selection and assessment processes or equality and inclusivity within the workplace, how humans are motivated, how the workplace environment can be affected by workplace interactions both between individuals and teams, or how stress or wellbeing are influenced by a number of workplace factors.

The law expects businesses to be governed responsibly and individuals within them to be mindful as to how they fulfil their legal obligations to their customers, the environment, their workforce and the public. You'll study negligence, company, employment and discrimination law, emphasizing responsible business governance and individual accountability. By analysing current legal issues and applying them to real-world scenarios, you'll enhance problem-solving skills, understanding of diverse impacts and ethical decision-making in business. Navigating complexities and ambiguities fosters critical thinking and integrity, preparing you for future studies and careers.

Study the different ways in which people operate within organisations. You're introduced to the strategic use of data in people operations to tackle workplace challenges effectively. You'll learn various methodologies for analysing and interpreting data to improve organisational performance and employee well-being. Explore diverse data collection, processing and utilisation techniques. Through practical exercises and case studies, you'll learn to extract valuable insights, recognise patterns and make informed decisions to optimise human capital management. Ethical considerations such as privacy and confidentiality are emphasised, ensuring responsible data usage. You'll leave with a thorough understanding of how data-driven approaches can positively impact organisational culture and productivity.

How do you think creatively for business and startup planning? You'll address opportunity recognition, product development, business proposal creation and entrepreneurial finance. Through teamwork, you'll develop leadership, problem-solving, communication and analytical skills. Analogies from diverse cultures aid personal connections, while the curriculum emphasises sustainability, lifelong learning and systems thinking. You'll gain entrepreneurial confidence, adaptability, opportunity recognition, risk management, and innovative mindset for diverse career paths.

Understand corporate social responsibility (CSR) and sustainability through ethical theory and stakeholder perspectives. You'll engage with essential readings and cases to recognise key issues raised by stakeholder groups, including shareholder activism, socially responsible investment, employee discrimination, working conditions, ethical marketing, consumer protection, accountability, collaboration with civil society organisations, and governmental corruption. We emphasise collaboration with internal and external stakeholders which contributes to understanding contemporary social issues in business.

International Marketing offers companies the opportunity to expand their business and reach new customers on a global scale. You’ll learn how to identify and evaluate new market opportunities, assess different ways to enter potential markets and appreciate the range of influences that exist in the international marketing environment that might require adaptations to marketing strategy and programmes. By taking a problem solving approach to the opportunities and challenges international marketers face, you’ll learn how to apply key international marketing theories and frameworks to help you demonstrate and develop the essential critical thinking and analytical skills needed in today’s workplace to justify your decision-making.

Many developed economies are dominated by services, so it’s increasingly important to understand the customer decision making process involved with service encounters, as well as what’s involved in delivering quality service experiences and understanding how to positively influence customer perceptions at key touchpoints in the service delivery process. You’ll learn how the distinct characteristics of services create challenges for service marketers and explore how theoretical concepts and models of services marketing can be applied to address these challenges by examining the strategies and practices of service based companies. This will give you the skills and knowledge to formulate marketing strategies and programmes that are customer centric and enhance the service experience for target customers, enabling service organisations to compete more effectively.

Designed to ignite your entrepreneurial spirit, inspire you to recognise the potential for international success and equip you with the knowledge and tools to navigate the complexities of the modern industrial age. Through a combination of theoretical concepts and interaction with entrepreneurs, you'll gain insights into international opportunities, the critical factors contributing to initial success, and strategies for sustained growth.

Interdisciplinary thinking is encouraged, fostering the ability to merge theories from different subjects to solve complex problems. You'll develop independent study skills and effective communication, both orally and in writing, while honing their critical thinking abilities. You'll consider teamwork in multicultural settings, preparing you to work efficiently and effectively in diverse, cross-border collaborations.

You'lll emerge with a multifaceted skill set, including the capacity to work across disciplines, plan and study independently, communicate effectively, think critically and understand the intricacies of entrepreneurship on a global scale.