Consumer Behaviour and Consumption
The module interrogates the concept of 'the consumer' and 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use and disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels.
It reviews the roots of research into consumer behaviour and consumption, covers particular theories and bodies of literature (eg decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour and consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.
The module covers operational perspective on:
- Nature of marketing
- Marketing mix management
- Managing products, services and brands
- New product development
- Integrated marketing communications
- Internal marketing
- Managing distribution channels
- Experience marketing
- Sustainable marketing
Marketing Research and Analytics
Lecture topics to include:
- Uses of marketing data
- The market research process
- Types of marketing data
- Primary marketing data gathering
- Sources of secondary data
- Analysis qualitative data
- Analysing quantitative data
- Interpreting and presenting marketing research
- Data infrastructures
- Ethics and the regulation of marketing data
Strategic Marketing in the Digital Economy
The module covers strategic options for the digital economy, strategic usage of social media, email, search engines and mobile platforms, marketing performance measurement in the digital economy, market orientation and concept, marketing strategy and business performance, strategic marketing planning, understanding the market environment, market segmentation, targeting and positioning, product and market life-cycles, competitive advantage, the nature of competition, strategic choice and the evolution of markets, developing and analysing strategic options, implementing marketing strategies, strategic thinking and strategic market outlook, Marketing Simulation Game.
Part I: Introduction Qualitative Analysis - This part of the module will be concerned with the collection and analysis of qualitative data.
Part II: Introduction Quantitative Analysis - Survey design and measurement, Introduction to statistics; hypothesis testing, t-tests, ANOVA, Regression Analysis and Factor Analysis.
Choose a minimum of two modules and a maximum of three modules from the following list:
Branding and Marketing Communications
Lecture topics to include:
- What is a brand
- The marketing communications industry
- Develop adverts and campaigns
- The media
- Ethics and the regulation of marketing communications
- Measuring and managing brands
- Cognitive theories of marketing communications
- Consumer behaviour and marketing communications
- Practitioner theories of marketing communications
- Social theory of advertising
Critical Marketing, Ethics and Sustainability
Content will include the following:
- Theory in marketing: nature, roots and concepts
- Critical thinking and Critical Marketing
- The marketing concept and the marketing mix: a critical analysis
- The Domain of marketing and Macro-marketing
- Marketing, Ethics and Sustainability
- Knowledge and competing epistemologies in marketing
- Consumption, meaning and Culture
- Relational and service-dominant logic
- Applying marketing theory
- Module review and revision session
The module provides an overview of the changing international business environment and its challenges for international firms. It critically reviews contemporary issues in international marketing and provides insights into the development of competitive strategies and international marketing management within the context of consumer goods, industrial goods and services.
The module is designed to develop an appreciation of the special requirements for successfully conducting international marketing activities. The module aims to provide you with an in-depth understanding of current issues in international marketing theory and practice.
New Product/Service Development and Management
The ability to develop and manage new product and services is crucial for the long-term survival of the firm and lies at the heart of the marketing concept. This module is designed to develop an appreciation of the latest theory and practice in the management and development of new products and services. This module will explore the strategic role of new product/services in creating a competitive advantage and the associated strategic management decisions.
The importance of understanding the dynamic changing marketing environment and the role of market learning in the development processes will be explored. In addition the uses of traditional and non-traditional market research approaches for identifying customer needs are examined. New product and service development processes will be evaluated. This includes the ideation process, user involvement and role of creativity. Finally the module will focus on launch management and marketing communications.
Choose one further module from the following list:
Contemporary Developments in HRM/OB
The module examines core contemporary topics in OB/HRM to highlight theory and provide you with a business context within which to understand the topic.
Topics include challenges organisations face in creating and retaining knowledge, developing talent across all the major functions, managing multi-cultural teams at the domestic and international context, the impact of the global economy on employees, reconciling individual expectations and the exigencies of the business world, and employment law.
The e-Business module is aimed at future managers and business people who want to know how information and communications technologies (ICTs) can help them to be successful in their careers by understanding how companies use these technologies.
The module covers the following:
- Introduction - What is Innovation Management?
- Building an Innovation Organisation
- Innovation and Family Firms
- External Guest Speaker
- Sources of Innovation and Networks
- Innovation Strategy and Blue Ocean Strategy
- Selecting the Right Idea
- Implementing Ideas
- Capturing Learning
- Group Presentations - Appraisal of Innovation
- Management of an Innovative Firm - consider the challenges of managing innovative products, services, processes and business models that are to be delivered across different international contexts
Launching New Ventures
This module will introduce you to the more practical elements of innovation and enterprise activity across multiple contexts, including not just new venture creation but corporate and social entrepreneurship as well.
Whereas Entrepreneurship and Creativity focuses on idea generation and entrepreneurial theory, Launching New Ventures will prepare you to recognise opportunities, and to implement innovation and enterprising ideas. The ability to make informed and timely decisions will be an important aspect of this, and the module will use a start-up business simulation to encourage this.
The aim of this module is to offer you an appreciation of the entrepreneurial actions involved in the commercial exploitation of new science and technology inventions. This type of activity is increasingly recognized as vital for the commercialisation of technology from universities and research institutes into knowledge-driven organisations. Political and sociological debates about the significance of technology transfer from universities will also be considered. The importance of intellectual property and patenting as a key asset in technology entrepreneurship will feature strongly in the module.
You will gain practical experience by researching and devising entrepreneurial strategies for commercializing novel science and technology ideas. This will require working with real patents and patent searching to critically examine contextual (eg between industrial sectors and countries) and strategic differences (eg licensing deals, collaborations and new venture creation). Technology entrepreneurs, Science Incubator managers and related professional services (eg IP lawyers, investors) will assist with the module at appropriate points.
Tourism and Sustainability
This module is concerned with providing an understanding of the theoretical and practical issues relating to environmental, economic and socio-cultural sustainability in tourism. A day long field trip may form part of this module. Topics covered include:
- Tourism and the environment
- Sustainability and biodiversity
- Impact of tourism on physical and cultural environments
- Eco-tourism and heritage
- International case studies in environmental tourism
The modules we offer are inspired by the research interests of our staff and as a result may change for reasons of, for example, research developments or legislation changes. This list is an example of typical modules we offer, not a definitive list.