Consumer Behaviour and Analytics
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 (for example, 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.
Marketing Management in the Digital Economy
The module covers operational perspective on:
- nature of marketing in the global economy
- managing products, services and brands
- new product development
- integrated marketing communications
- internal marketing
- managing distribution channels
- experience marketing
- sustainable marketing
Lecture topics to include marketing strategy and business performance, strategic marketing planning, understanding the market environment, market segmentation, targeting and positioning, strategic choices, developing and analysing strategic options, implementing marketing strategies, strategic marketing thinking, marketing analytics, big data, behavioural data, marketing simulation game.
The module discusses the marketing concept and the effects of marketing from different perspectives, using a macromarketing approach. It critically examines foundational and contemporary issues in the theory and practice of marketing and discusses the broadening domain of marketing. It introduces students to the notion and practice of critical thinking and the field of critical marketing.
Areas covered may include, for example, manipulation versus sovereignty of consumers, consumer vulnerability, and meanings and culture of consumption. Adopting a transformational agenda for marketing, this module also explores the role of sustainability and ethics in marketing.
Research Methods in Marketing
Possible topics include:
- the research process in marketing contexts
- interviews and focus groups
- observation and ethnography
- analysing qualitative data
- evaluating and presenting data
- designing and conducting survey research
- experimental design
- T tests and chi square
- ANOVA and regression analysis
- factor analysis
- writing research proposals
Applied Marketing Project
Marketing project on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Project Supervisor.
Examples of appropriate projects might include (but are not limited to): a marketing communications plan, a market entry analysis for a new (international) market, a launch plan for a new product or service, a consumer (business-to-consumer context) or buyer (business-to-business context) market analysis for a specific product, a strategic marketing plan for an SME or a new venture.
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
Business to Business Marketing
The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders. Possible topics may include:
- What is a market? A service ecosystem approach to understanding markets
- Organisational buying behaviour and market structures
- How do markets work? Creating and shaping new markets and maintaining market dynamics
- Market relations and sustainable competitive advantage
- Forming business networks: business network partnership attraction
- Business-to-Business marketing strategies
- Innovation in business networks
- Managing business networks: communication, coordination and learning in business networks
- Strategic market relations in the digital world
- Branding and building loyalty: value co-creation in network partnerships
Lecture topics may include digital marketing definition and concept, digital marketing media, digital marketing communication strategy, digital advertising, social media marketing, email marketing, mobile marketing, content marketing, e-commerce vs digital vs internet marketing.
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.
Dissertation on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Dissertation Supervisor.
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.
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 above is a sample of the typical modules that we offer but is not intended to be construed and/or relied upon as a definitive list of the modules that will be available in any given year. Due to the passage of time between commencement of the course and subsequent years of the course, modules may change due to developments in the curriculum and information is provided for indicative purposes only.