Digital and Data Driven Marketing

This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, and can be combined into an overall campaign with the ability to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes.

Theme One- Principles of Direct and Digital Marketing: In this part of the module, you will cover the fundamental practices in the direct marketing field which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and marketing metrics.

Theme Two- Digital Media: In this section, you will explore the range of communication media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).

Theme Three- Campaign Planning: You will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign.

Strategic Management for Sustainable Leadership

This module transfers highly-sought-after graduate level consultancy skills that can be brought to bear in analysis of commercial companies. Here you learn to synthesize the major Resource-based View concepts of Capability, Competence and Resource with Value Chain analysis, and how to deploy these tools to create a strategy for a sustainable and commercially successful future for an organisation. The development of recommendations meeting the generic tests of Acceptability, Suitability, and Feasibility will also require the consideration of Leadership, Stakeholders, Sustainability and Business Ethics.

Critical Organisational Analysis

The module provides a comprehensive guide to Organisation Theory, and offers practical guidance to application of theoretical perspectives to organising practices. It offers an introduction to main theoretical perspectives dominant in Organisation Theory, i.e. modern, symbolic and contemporary perspectives. It highlights the implications of contrasting theoretical perspectives in practice, and further explores the latest development in organising practices. Through challenging conventional understanding of organisation and management, the module enables you to critically approach Organisation as a field of theory and practice, and to construct your own knowledge and understanding of ‘management’. It helps you to situate yourself within this field as critical thinkers, and as capable and reflective practitioners. As such the module contributes to your enhanced employability, and informed employment decision-making.

Dissertation

The dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into an applied business (or the named degree) problem or issue. In addition, the dissertation aims to equip you with key transferable, employability skills, including: time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving, and analysis.