This module aims to develop a student’s skills, as a professional marketer, in analysing a range of marketing performance and productivity decisions which are central to the success of the marketing function within any organisation. Students will also gain an understanding of digital marketing transformation (including User Experience Design). The structure of the content is to ensure that students will have the skills and knowledge necessary to develop a successful marketing strategy and assess its performance.
Advertising & Communications
This innovative module will explore a broad range of subjects and practices within the fields of advertising & communications from creative advertising, to place branding. Students will learn about the traditional differences between paid, earned and owned media, but also the ways in which brand communications are transforming this media landscape. In this module students will develop practical skills that are integral to the disciplines of advertising and branding.
Public relations and crisis management
This module aims to equip candidates with the skills to practice the elements of communication engagement with targeted stakeholders. It will provide the theoretical knowledge and professional skills to practice effective public relations within the professional global PR and communications industry, and to learn how to manage a crisis. The module will be delivered largely in an interactive workshop mode, focusing on practical applications of key PR tools and techniques, both online and offline.
Sales and Performance Measurement
This module aims to give learners a comprehensive understanding of the sales management process and contemporary techniques from both a B2C and B2B perspective. The module will particularly focus on the role and value of technological and cloud-computing based sales solutions.