This module aims to develop students’ understanding that organisations carry responsibility for how their marketing activities impact society. The module will explore marketing ethics and ethical decision making, to consider how marketers can respond to change in a responsible manner.

The module will use academic theory and professional insights to examine important topics in this area, including corporate social responsibility (CSR) in the context of marketing, principles of social marketing, sustainable marketing, legislation/regulation and societal well-being. In considering the important role marketing plays in encouraging attitudinal and behavioural change, the module will encourage students to reflect on the importance of marketers developing both empathy, competencies and skills required to be a successful and responsible marketer.

The aims of this module are:

• to give a comprehensive understanding of digital and social media marketing techniques applicable to marketing theory, practice and research;
• to equip students with an in-depth knowledge of the principles and drivers of digital marketing, social media platforms and applications;
• to provide an understanding of current research in digital and social media, evaluating the effectiveness of different digital tools and technologies in contemporary marketing;
• to be able to measure and make recommendations for digital and social media marketing campaigns.

The aims of this module are:

• Provide an overview of marketing communications.
• Explore the relationships that exist within agencies. Examine key challenges and ethical issues in campaigns.
• Introduce the marketing communications mix, above-the-line and below-the-line tactics and Integrated Marketing Communications (IMC).
• Explore marketing communications research and customer insights, enabling students to develop engaging marketing communications strategies and campaigns.
• Build on students' understanding of marketing and develop a critical appreciation of the role of marketing communications (as both a concept and process) in the success of marketing strategies.

Strategic marketing is how brands and organisations provide value and put the customer at the heart of all they do, thereby differentiating themselves from their competitors. A marketing plan is a written document or blueprint which governs an organisation’s marketing activities (Jobber and Ellis-Chadwick, 2020). Of all the management functions, marketing has traditionally had the most difficulty in finding and defining its place in an organisation.

In this module we will explore the practices of marketing management in alternative contexts, how to produce (and implement) marketing plans, whilst also evaluating potential strategic options and decision-making in a complex and changing global world.

The aims of this module are:

• Present a range of issues affecting small and medium-sized enterprises (SMEs).
• Examine the importance and contribution of SMEs in an economy.
• Gain insight into the necessary skills and knowledge required for starting a business.
• Develop both written and oral communication skills.
• Encourage enthusiasm and self-motivation.

The aims of this module are:

• Provide an understanding of the key concepts and core issues in global and international marketing and understand the difference between the two constructs.
• Widen students’ knowledge of marketing from the principles learned in Semester 1.

Public Relations (PR) is the discipline which looks after reputation – for individuals, products, brands, organisations, governments and even countries. Reputation is increasingly important for marketers and businesses; it’s influenced by performance, behaviour, and the way organisations communicate. This module is relevant to students who want to equip themselves for a career in marketing communications, from either an agency or client-side perspective. The module examines the theory of public relations and the application of tools and techniques in building and maintaining reputation. Combining theoretical perspectives and practical application, the module considers a range of specialisms and market sector applications within the PR domain.

The module includes key areas of PR practice, communication theory and key topics such as internal communications, reputation management, ethics, corporate social responsibility, stakeholder management, setting communications objectives and creativity in PR.