This module provides a practical introduction to social media networks and tools (such as Instagram, Twitter, Facebook, TikTok, the Internet Of Things, online PR and affiliate networks) and their application within marketing. The module examines the key characteristics of social media marketing strategies and identifies the theoretical underpinnings such as trust, loyalty, and customer engagement and also trends and usage patterns to provide a framework through which to understand and evaluate them. It covers the tools and digital PR activities that can be used to extend the reach on social media, content management and online campaigns.
This module builds a critical understanding of the key drivers of internationalisation, and of foreign market selection and entry as the two strategic dimensions of growth. It increases the depth of knowledge and understanding of marketing principles by introducing the concept of marketing science. It explores the synergies available to leverage brand growth between international market selection and foreign market entry, using the analysis of current business case studies.
In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. As marketers enter new international markets, an understanding of how culture influences consumer buyer behaviour will be crucial for both managers and consumer researchers. This module will examine how culture impacts on the consumer and buyer decision-making process; practices to enable a greater understanding of how culture can influence marketing strategy in the globalised environment.
International business managers must be able to speak the language of finance, at least to the extent that they can use financial information to inform their own decisions and to formulate strategy. This module seeks to provide a solid grounding in the disciplines of International pricing, finance and performance through a flexible framework of reference points and analytical tools to enable marketing managers to work with other functional specialists. Students begin by developing basic numeracy skills for financial analysis, working through a variety of cases designed to make familiar the terminologies, measures and calculations of financial reporting, progressing to pricing calculations that extend this knowledge from the domestic to the international arena.
This module provides a strategic and tactical approach to learning and applying the key theories, frameworks and models of current brand marketing to solve management problems. This module will prepare the student for a career in brand management by using a practical approach for the application of complex theoretical ideas. The module examines a broad range of knowledge taken from product management, service management and brand strategy.
This module provides a strategic and tactical approach to learning and applying the key theories, frameworks and models of current brand marketing to solve management problems. This module will prepare the student for a career in brand management by using a practical approach for the application of complex theoretical ideas. The module examines a broad range of knowledge taken from product management, service management and brand strategy.
This capstone, independent research project draws upon the students’ skills and knowledge gained thus far enabling application of learning to a scenario resulting in added value to an organisation and creating real world impact. This student driven project must address a current issue or opportunity in an organisational or industrial context. Projects can relate to a student’s current role or internship or students can use this opportunity to deepen their knowledge of different sectors or organisations thus make connections utilising the project as a vehicle to impress future employers creating a possible stepping stone to their next job. Alternatively, they may wish to investigate possible entrepreneurial opportunities.
