Business and Marketing

How do you effectively manage people in organisations? In this module, we’ll tackle that question by exploring decision-making processes concerning work design, organisational structure, and accountability.

We'll consider classical management perspectives such as scientific management and human relations theory, as well as contemporary issues like culture management and diverse leadership styles. Through case studies, you’ll develop critical thinking skills and gain an understanding of contemporary business operations with an emphasis on reflecting on the ethics and fairness of current workplace practices.

How do companies measure, assess and communicate their financial performance? Managers prepare, read and interpret financial information daily and they use it to communicate company financial results to a variety of stakeholders.

In this module you’ll learn how sole traders and limited companies record accounting transactions using bookkeeping and how they summarise and report their financial results to external stakeholders using financial statements. You’ll also gain essential knowledge of the regulatory framework of financial reporting which guides the process of preparing annual reports for a variety of companies.

By the end of the module, you will have developed the analytical skills needed to both prepare and analyse financial statements. This will enable you to holistically assess company financial performance and provide recommendations, an important skill in your future career.

Given the startling pace at which human-driven changes are occurring to our social and ecological systems, what skills do you need to be ready for whatever challenges await you when you graduate?

You’ll look at the biggest challenge facing businesses in every industry today: how to organise themselves in ways that ensure a sustainable future for the global community. You’ll look at various case studies to examine the impact climate change is having on business. You’ll also consider the key theories, concepts, and practices of sustainable business, including the 17 UN Sustainable Development Goals.

In doing this, you’ll develop the skills you need to succeed as you navigate university and professional life, so that you can make a positive impact — both in your local community and globally during your time at Kent, and in your career afterwards.

Economics are a crucial tool for business to utilise to help make informed decision that support success and drive growth. Devloping a knowledge of microeconomics will help you understand how millions of consumers and producers make decisions, how they interact and use scarce resources.

You will learn how to apply microeconomic theories and tools to understand consumer and producer behaviour, resource allocation, and pricing policy, including cost and benefit analysis. The application of microeconomic theory to real-world situations will help you make efficient decisions as a manager and as an entrepreneur.

You ability to both understand and apply microeconomics theories to real business situations is vital to not only launching your career, but making rapid progress and delivering results on a managerial or executive level through informed decision making.

Marketing is an exciting and dynamic field that offers endless opportunities for innovation, creativity and growth. With advancements in technology, shifts in consumer behaviour and emerging trends, marketers have the opportunity to explore new strategies and tactics to help firms effectively reach and communicate with their target customers.

Creating brand awareness, engagement, satisfaction and loyalty is vital for sales growth in competitive and dynamic markets. You'll learn how to develop and implement effective marketing plans and strategies as well as exploring how key elements of the marketing mix can be used to create and communicate a distinctive value proposition that helps a product or service stand out from the competition. You’ll gain the skills, knowledge and confidence needed to develop, deliver and refine digital marketing strategies that make employers sit up and take notice.

Excel is the industry standard software for data processing and modelling, so if you want to hit the ground running in your career, mastery of Excel is crucial. You'll learn the techniques of Excel and spreadsheet modelling through realistic problems and extensive exercises, giving you real hands-on experience to make rapid progress.

By the end of the module, you wont only have mastered excel to report, model and forecast for businesses, you'll have also developed the confidence you need to present your insights to managers, stakeholders and business leaders. This makes you a vital asset for businesses focused on growth, and gives you an extra edge when looking to make progress in expanding industries.

In competitive marketplaces, strategic marketing planning is essential for firms seeking to reach their target customers, foster brand awareness and increase revenue.

In this module, you’ll develop your understanding of marketing strategy and planning by learning how to systematically approach and develop a strategic marketing plan for a commercial or social organisation. Through this process, you’ll learn the tools marketers use to assess market opportunities and evaluate their competition. You’ll also practice your skills by responding to live briefs and practical marketing simulations, gaining crucial hands on experience.

You’ll also learn by considering case studies and hearing from guest speakers will boost your understanding and appreciation of marketing strategy and the issues, challenges and ethical dilemmas marketers face. If you want a career where you lead on impactful and successful marketing campaigns, this module is your first step to getting there.

As businesses embrace digital marketing as a tool to reach key audiences and deliver results, they need experts in strategy and planning to give their campaigns an edge and ensure they are successful.

Through collaborative projects and hands-on workshops you'll become the kind of expert businesses are looking for. You’ll gain the skills, knowledge and confidence needed to develop, deliver and refine digital marketing strategies to drive results and enhance brand visibility in a competitive landscape.

Being a leader in digital marketing gives you the edge that makes employers sit up and take notice, not only ensuring you’ll jump into a successful and exciting career, but you’ll be a driving force in the field.

Consumer behaviour is a critical exploration of how consumers and organisations engage with products and services. Society, culture, identity, and psychology all influence consumer habits. So, what can marketers learn from the social and cultural world?

You'll discover why consumers from different backgrounds react uniquely to the same products, what drives these consumption patterns, and how culture shapes our buying decisions. You’ll explore the social and cultural intricacies of consumer behaviour and gain the insights needed to connect, engage and succeed in a global marketplace.

By embracing a wide spectrum of philosophical and research perspectives, you’ll gain a multifaceted understanding of the subject, alongside critical thinking skills. This will greatly enhance your employability and prepare you to tackle complex problems as you begin your career.

Marketing research helps businesses to understand their markets and target consumers, and identify opportunities that inform decision-making about the business and customers. 

You’ll learn how to use traditional marketing research techniques to gain insights into consumer behaviour before delving into the analysis of digital data from online sources and interactive dashboards. You’ll gain hands-on experience using analytical software that will give you the skills needed to navigate digital data landscapes, analyse customer behaviour and trends, and extract actionable insights into customers and competitors. 

Embracing this data-driven approach to market research ensures that your marketing strategies are grounded in empirical evidence. This results in meeting customer expectations better, building stronger relationships, and fostering brand loyalty.

How do brands differentiate themselves from their competitors? How do they create competitive advantage in a crowded marketplace? This module covers four main areas: developing brand strategy, implementing brand management, evaluating brand performance, and sustaining brand growth.

By studying these four areas, you’ll gain insights into formulating effective strategies, executing brand management practices, assessing brand effectiveness, and fostering long-term brand growth in dynamic market environments.

You'll delve into real world case studies, engaging discussions and collaborative projects, so you'll not only grasp the theoretical foundations but also cultivate practical insights into the dynamic world of branding. You'll emerge with a profound understanding of how to strategically build and manage brand identities that leave a lasting impact and produce results.

Are you interested in starting your own business? What are the tools and skills you need to do so? Why are startups becoming more popular? We’ll delve into the social and economic changes that have raised the status of enterprises, small businesses, and entrepreneurial ventures in the global economy.

We’ll consider entrepreneurs, their characteristics and motivations, and the barriers and issues that they face when planning and establishing a new startup venture. You'll learn what makes new ventures grow and succeed, and evaluate the practical decisions that entrepreneurs need to make to maximise the chances of their business succeeding.

Gain an in-depth and critical understanding of the complex and volatile work environments they may experience in the workplace. The development of relevant knowledge and skills to thrive and lead in today’s dynamic workplace in an ethical and sustainable way is a vital toolkit for today’s graduate. In doing so, you will understand the importance of values-driven and inclusive leadership, collaborative working, employee well-being, valuing difference and championing diversity, creativity, innovation, managing change and the role of AI. This will enable you to develop the knowledge and skills-base needed by business professionals.

Managers use financial controls for daily decision-making, with profit planning being vital for business sustainability and growth globally. They prepare profit plans by integrating strategic, marketing and financial analysis. Performance measurement involves utilising management accounting tools like budgeting, variance analysis and KPIs. Revisions to the profit plan are identified through continuous monitoring, comparing actual results to targets and analysing discrepancies. Managers leverage data analysis and performance management tools to enhance business performance, provide feedback and suggest improvements, fostering socially responsible and sustainable practices.

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.

Making decisions is crucial for managers and businesses, as they shape our lives and impact outcomes at work. However, making smart decisions in the face of complexity and uncertainty can be challenging. How can data support our decisions in such uncertain contexts? Together we'll explore various quantitative and graphical methods that help identify, represent, and evaluate different possibile options and make optimal decisions. These tools will equip you to make sound decisions in uncertain situations, enabling you to influence and lead effectively. By the end of the module, you'll have a deep understanding of informed decision-making methodologies. You'll learn how to analyze problems, identify potential solutions, and evaluate outcomes in uncertain conditions.

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.

What is the impact of a changing world on cross-border management? How can culture, organisation, communication, leadership, and ethics be managed effectively in different locations? The current era offers unprecedented excitement and opportunities for learning. 

You'll gain a comprehensive introduction to the latest research on cross-cultural management. Based on critical analysis of the assumptions underlying various approaches to studying national cultures, you’ll apply frameworks to understand cross-cultural issues managers in international organisations may face. Some of the topics you’ll study include different approaches to cross-cultural management, cultural frameworks and how to apply them, the role of the global manager, and global management challenges. 

Experiential learning and teamwork are integral to the module and the teaching is highly participative. You’ll participate in various group exercises including an assignment in partnership with Kelley School of Business in the USA. This active experience working with peers and with another international institution helps you make rapid progress in your understanding of cross-cultural management, giving you an edge in the job market.

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.

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.

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.

Do you have what it takes to be a management consultant? Do you have the skills to be able to respond to the real-world problems that businesses are facing today? On this module, we'll work with real businesses who want the help of groups of KBS students to solve the challenges that they currently face.  Through a series of workshops you'll come to understand the consultancy process and develop key consultancy skills as you master the art of responding effectively to a brief from a business. Working in a group of your peers, you'll bring different skillsets from your studies to bear on solving business problems like designing a marketing strategy, advising on recruitment processes, or support meaningful performance management and financial evaluation etc. Put a capstone on your studies with a project that has real world impact.