Module Code:

MK1006 (L4)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module is designed to provide students with the basic theoretical and applied knowledge to become professional practitioners in advertising and integrated marketing communications. The module demonstrates how advertising and other forms of promotional communications can work within the marketing mix to influence people’s perceptions of firms and brands and encourage the development of positive attitudes and purchase intentions.Key theories of communications, purchase decision-making, adoption/diffusion, the personal and sociological influences on attitude formation and message creation will be exposed. Students will apply these theories to use in a variety of traditional and newer media and marketing communications methods forms.

Module Code:

EC1500

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module aims to introduce students to some of the vital conceptual building blocks that are required for the study of economics, business and marketing. It introduces students to the method of thinking involved in economics and how this may be applied in a business context and provides an overview of marketing activities and emerging contemporary issues in the marketing field.

Module Code:

MK1001 (L4)

Credit Value:

40 UK CREDITS / 20 ECTS

Module Aims:

• This module introduces students to the fundamental concepts and principles associated with marketing. The module provides a broad foundation to prepare students for the study of specialist modules at level 5 dealing with topics such as marketing management, buyer behaviour and integrated marketing communications. The module explores marketing from both a traditional and digital perspective, introducing students to the media relevant to the current marketplace.

Module Code:

EF1498 (L4)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• Introduce students to basic academic writing skills and conventions:
• Enable students to structure an academic essay
• Enable students to construct simple, cogent arguments in academic writing
• Increase learner autonomy as researchers
• Enhance academic presentation skills

Module Code:

BU1023 (L4)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module aims to build awareness of the key theoretical concepts of business and Management. Students are introduced to the major issues faced by managers and the different types of businesses. The general goal of the module is to provide a broad overview of the basic business.

Module Code:

BU1025 (L4)

Credit Value:

20 credits (10 ECTS)

Module Aims:

• The module introduces students to the key issues and challenges associated with managing human resources in organisations. The module combines an introduction to the main conceptual underpinnings of human resource management with an understanding of the practical skills that are utilised by line managers who have people management responsibilities. It aims to develop the skills and qualities identified in successful entrepreneurs to meet the challenges of developing new ventures.

Module Code:

HR1035 (L4)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• The module will introduce students to the roles and responsibilities of key organisational functions. Drawing upon a range of materials from organisations it will build students understanding of how the functions interrelate and work together.

Module Code:

HR1037 (L4)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• The module aims to equip students with the capability to understand and deal with typical projects faced by managers. This module aims to build an understanding of task planning as a process and of techniques for problem solving and improvements within the context of specific subject disciplines.

Module Code:

MK2001 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module examines the development of marketing as a contemporary management discipline. It is concerned with marketing management decision making and control and is designed to provide the knowledge base for the transition to the more strategically demanding Level 6. The module endeavours to provide a challenging and supporting learning environment for students by developing key skills and subject knowledge appropriate to this vocational discipline. The module aims to show integration with communications functions but not to provide specialisation in this aspect of the mix.

Module Code:

MK2005 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module offers students a sound understanding of both the theory and application of IMC. So that they can eloquently demonstrate their ability when discussing the uses of IMC in various types of organisations. In addition the students will understand the relationship between IMC and the achievement of marketing objectives. These skills and their knowledge will equip students for working within the industry.

Module Code:

MK2012 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module examines corporate social responsibility (CSR) in the context of marketing. It also explores the principles and practice of social marketing. The module aims to develop students’ understanding that organisations have a responsibility for how their marketing activities impact society. Further, the module is concerned with the role social marketing plays in for instance encouraging attitudinal and behavioural change. The module endeavours to provide a challenging and interesting learning environment for students by examining and evaluating current marketing practice by organisations. It aims to encourage students to reflect on the importance for marketers to develop both the empathy and skills required of the successful, responsible marketer.

Module Code:

MK2812

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module provides you with an overview of the applied strategic / operational tools and approaches required for contemporary media management. In addition, you will learn about several theoretical frameworks that you will be able to apply using practical examples. The module considers contemporary approaches and the drivers for change within media industries.

Module Code:

MK2025 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module is designed to enable students to conduct critical self-analysis and reflection and develop a range of employability skills. It will provide opportunities for students to develop key employability skills that meet the changing skill requirements of knowledge-based organisations. It will develop students’ knowledge and self-awareness of specific graduate employment opportunities. It also aims to enhance subject specific and transferable skills that enhance graduate employment opportunities and to incorporate this skills development within personal development planning (PDP). It is also suitable for placement preparation.

Module Code:

MK2204 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• Students develop their understanding of what influences consumer behaviour, and the importance of this knowledge in different business and marketing contexts. On this module learners will demonstrate and apply their understanding of consumer behaviour to investigate the impact of different patterns of consumption in society. Students will be exposed to contemporary examples in practice as they illustrate and evaluate theoretical aspects of consumer behaviour.

Module Code:

MK2206 (L5)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module introduces key concepts and methods in marketing research and the analysis of marketing problems. The aim of MK2206 is to equip students with an appreciation of the role of marketing research in the business environment. The module covers both qualitative and quantitative research methods and their application in marketing research, which provides a foundation to understand markets and consumers. Module assessments are based on developing a research proposal, planning and conducting a marketing research project for a live research brief.

Module Code:

MK3111

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• The module aims:to consider International Marketing: that it is based upon the same theory and that it is not intrinsically different from national marketing; that a sound understanding of both the theory and practice of marketing is key to informing marketing decisions internationally; Whilst consumers and business customers overseas are essentially no different from those nationally, it must be recognised that there are cultural differences that need to be taken into account;to enhance the research skills of students and to develop their ability in critical thinking, applied to the international marketing situation.

Module Code:

MK3503 (L6)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• This module aims to enhance students’ knowledge on digital tools and social media. Students will explore the importance of a social media campaign for a company. Students will also learn techniques related to on-page and off-page optimisation. Optimised content writing and how it is used will be examined.

Module Code:

MK3556 (L6)

Credit Value:

20 UK CREDITS / 10 ECTS

Module Aims:

• A clear understanding that elements of the best integrated marketing communication campaigns are based on highly creative concepts underpins this module which will be delivered largely using case studies.It provides students with the opportunity to gain in-depth knowledge of the skills and attitudinal set that will enhance and focus their creative capacity whilst interpreting a commercial brief. It will also introduce students to some of the tasks they will regularly perform in an entry-level position in an agency or creative division of a company. The aim is to develop skills and a creative mindset used in developing a creative IMC campaign, be that using skills gleaned from advertising, marketing and public relations.

Module Code:

MK3013 (L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• The module stresses the distinctiveness of services marketing from tangible goods marketing. Practical application of theoretical services marketing material is examined within a diverse range of sectors including financial services, hotels, restaurants, airlines, universities, theme parks, and charities. Management of customer satisfaction and perceived service quality are themes that are interwoven into all of the components of the module syllabus. The module endeavours to provide a challenging and supporting learning environment for students by enhancing the key skills and subject knowledge appropriate to pursuit of a career in services marketing.

Module Code:

MK3025 ( L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• This module provides an opportunity for students to enhance their employability through structured work related learning. The work focus is flexible; for example it may be a paid / unpaid work placement with an organisation; part-time employment; vacation work; sectoral organisation study; voluntary work with a charity (e.g. Millenium Volunteers); work related research study; consultancy for an organisation; or even a project within a University department. The module aims are:
• To place students into a work related learning environment in order to provide them with the opportunity to apply elements of the theoretical and conceptual knowledge developed within the degree programme.
• To undertake a business, marketing or advertising related task for an external client within a real-time framework under actual market conditions. (Focus will depend on students subject of study)
• To develop personal transferable skills relevant to the workplace that will enhance employability.Provide opportunities for students to develop and improve self-efficacy and meta-cognitive skills

Module Code:

MK3032(L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• This module is designed to provide students with a working knowledge of direct and digital marketing within the Relationship Marketing paradigm. Given the environmental (especially technological) factors enabling firms to communicate directly and interactively with their markets, the module also aims to equip students with a critical appreciation of the frameworks and tools which are available to interactive marketers and thence equip them with the ability to formulate appropriate DM strategy.It provides students with the opportunity to bring together previous learning in business and marketing to develop concrete yet creative plans and further develops their skills in budgeting and scheduling.

Module Code:

MK3040(L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• This module aims to provide students with the necessary theoretical and applied knowledge to become professional practitioners and be able to plan campaigns within an integrated marketing communications framework. It will draw from the parallel module MK3120 Media Planning and Buying to inform the strategic decisions required. There is a strong applied focus using live campaign planning projects using a Live Client Project.It provides an opportunity for students to demonstrate a command of their subject and to critically review current theory and practice. Students will use this to develop strategies in a live campaign planning client project. The module endeavours to provide a challenging and supporting learning environment for students by developing both their subject knowledge and their key skills in critical thinking, reasoning, team-working and management, appropriate to this vocational discipline.

Module Code:

MK3120 (L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• This module was informed by in-depth research with key personnel in advertising agencies, media agencies and other companies delivering advertising and marketing communications products and services. It provides students with the opportunity to gain in-depth knowledge of the skills and attitudinal set that will enhance their employability in the industry, and also offers exposure to and practice in some of the tasks they would regularly perform in an entry-level position in an agency. The aim is to give them a sound foundation to make them ‘fit for purpose’ and ready for practice upon graduation.Specifically, this module aims to provide students with an introduction to the theory and practice of media planning and buying, and to demonstrate how media specialists help advertisers and marketers to achieve the most cost-effective access to target markets and achieve their marketing objectives.

Module Code:

MK3990 (L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• This module enables students to gain a comprehensive knowledge of the research process, build research skills, and develop the capacity to apply qualitative and quantitative research methods and analyse results. The module will help students to understand and apply methods, evaluate existing research, and prepare them to undertake research for the report.It enables students to further develop their discipline-based knowledge and skills by undertaking research on a topic or issue relevant to their programme of study. The module provides students with the opportunity to plan and manage their own piece of research, integrating and applying knowledge from their programme of study. It enables them to demonstrate via an extended piece of written work their ability to collect, analyse and evaluate information and data and present findings

Module Code:

PR3111 (L6)

Credit Value:

20 CREDITS / 10 ECTS

Module Aims:

• The module aims to provide participants with a clear understanding of the nature and objectives of public relations practice, and to introduce its major techniques and practices in relation to a sound theoretical base. The module will introduce participants to the full range of public relations practice. However, its main focus will be on the application of public relations within a marketing context with a view to sensitising participants to the capacity for public relations to directly enhance the marketing performance of the organisation.