Advertising, Marketing Communications and Public RelationsBA (Hons)

Learning Through Organisations

This Professional Practice module will enhance the students’ understanding of what it means to be a business professional. This module will support the preparation for their future career by encouraging them to develop, put into practice and evidence the skills and behaviours that employers want to see.

The ‘Professional Practice’ approach ensures that as a developing professional the students understand how to learn effectively and efficiently either in the workplace or in a simulated context. They also learn how to use all the resources available to reflect on their progress. This module involves planning, conducting and reflecting on their own ‘performance episodes*’ and a more general reflection on their overall professional development to date. The written reports and reflections become part of their growth and productivity E-portfolio** which they will maintain throughout their programme.

In addition, they will have the opportunity to test, review and evidence their skills development via the on-line resources provided throughout the programme, which support the general skills required by employers. As such this module aims to,

1. Build understanding of the expected workplace knowledge, skills, competencies and attitudes so that they become intrinsic performance and growth motivators.

2. Ensure the adoption of skills, attitudes and behaviours that improve self-awareness to aid reflective practice.

*A performance episode is defined as an initiative that the students take, made up of tasks, which develops their skills, and which involves both selecting knowledge from the programme and interacting with others. It must be measurable so that they are able to reflect on their professional skills development.

** The growth and productivity E-portfolio is a digital internet-based tool within which they will store all evidence of their Weekly via learning log, feedback from stakeholders, their reflections. It allows them to share their journey with others and to organise elements of it to help them progress further.

Managing People in Organisations

This module provides an introduction to the management of people in organisations, or as it is commonly known ‘Human Resource Management’. It is aimed at students from a variety of disciplines, and not just those looking to pursue a career in HRM. Ultimately, the management of people is often the responsibility of line managers and supervisors so it is important that all graduates of Guildhall School of Business and Law are equipped with the knowledge and skills to implement this effectively in practice. This module will take a critical perspective, illuminating to students not only the ways ‘good’ people management can contribute to performance and employee well-being but also the potential problems implementing this in practice.

Media Culture and Society

In today’s hyperconnected and data-driven world, we are surrounded by a constant flow of media — from targeted ads and viral TikToks to curated Spotify playlists, influencer content, and algorithmically personalised news. These media forms, both digital and traditional (film, television, print), continue to shape and reflect our social values, identities, and worldviews — often in invisible and powerful ways.
This module critically explores the evolving media landscape, examining how digital platforms, creator economies, and emerging technologies like generative AI influence communication, identity, representation, and power. It investigates how media connects — but also divides — communities across gender, race, class, and nation, and raises urgent questions around ownership, visibility, surveillance, and authenticity in a platform-dominated age.
Students will be introduced to the structures, logics, and tensions within both legacy and digital media industries. Through contemporary case studies and critical frameworks, they’ll analyse how culture and society shape — and are shaped by — media production, consumption, and disruption on a global scale.
Alongside theoretical insights, the module supports students in developing essential academic and personal skills, including:

• Academic Reading and Research
• Communicating and Collaborating Effectively
• Application of Knowledge and Presenting Data
• Critical Thinking and Academic Writing
• Reflective Learning and Self-Assessment

By the end of the module, students will be equipped to navigate and critique the complex media environments that influence their everyday lives — with curiosity, clarity, and confidence.

Practice of Marketing

The module aims to provide an understanding of the theories of marketing and the practical application of the tactical tools of marketing—including those used in digital marketing—in contemporary and technology-driven organisations at local, national, regional, and global levels. In this module, you will explore how different types of organisations deploy the marketing mix tools through interconnected marketing platforms between offline and online environments, to implement their marketing strategy and to develop a competitive edge.

The module aims to:
● Provide an understanding of the theories involved in creating and delivering value to customers using the tactical tools of marketing.
● Explore the practical application of the marketing mix in product/services, public sector/non-profit sectors marketing, and digital contexts.
● Develop students’ academic writing, application of knowledge and interpreting data skills.
● Develop students’ researching and analysing skills.

Principles of Marketing

The module aims to provide an understanding of the marketing management process in the contemporary service sector. The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for you to gain insight within the area. As Business, marketing, marketing communications students in this module, you will be introduced the fundamentals of services marketing. A range of marketing principles and theories will be introduced & explored such as the marketing concept, consumer and B2B insights, service industry & organisational environmental analysis, marketing research applicable to tangible goods and services marketing, service experience delivery the extended service marketing mix, service quality & managing customer relationships and building loyalty and retention in service organisations.

The module aims to:
• Provide you with an understanding of the theoretical foundations and practical application of marketing in services, private and public sectors.
• Provide you an understanding of contemporary issues in service marketing.

The following skills will be developed
• Develop your academic writing
• Application of your marketing services knowledge and interpreting data skills.
• Develop your researching and analysing skills.

Public Relations

This module will develop an understanding of the role and purpose of Public Relations (PR) together with an appreciation of the societal context and global business environment within which PR operates. The module will contribute to an examination of a range PR sectorial industry practices & cases including - PR to consumer, PR in business to business, government PR and not for profit PR . In addition, and from a more generic practical perspective, it will also aim to develop students’ writing skills with a specific focus on public relations content, copywriting for both analogue & digital media platforms. The module provides an introduction to the breadth of oral, written and graphic public relations material, such as press releases, articles, photography, video, social media and related digital content, press notices that are key creative elements of public relations campaigns. The module also considers how the media interacts with public relations practitioners via such forms of communication material and how the media goes on to use various platform contributions from the public relations sector. Additionally, in recognition of the huge increase in global social media usage. The module will examine how this has resulted in an explosion of user-generated content that is significantly influencing how PR is practiced in the 21stC.

Given this changing nature of PR practice the module will:
● Examine the various specialisms within PR practice as set out by the Chartered Institute of Public Relations
● Examine the current research
● Develop an understanding of the wide range of career options within public relations and more broadly, communications management.

In terms of learning related outcomes, the module will promote various graduate attributes, in particular the application of knowledge; communicating and presenting (including inter-cultural communication); critical thinking and writing; reflective professional skills; project and event management; and business and political awareness - together with various other elements in the LMBS Skills Framework.

Understanding and Managing Data

Data analysis is a top business priority. It drives the opportunity for performance improvement and, with advances in technology and software, data are generated at an ever increasing rate. As such, it is not surprising business data analysis and software skills are among the top graduate skills sought by employers today. Understanding and Managing Data, responds to these market demands by providing the underpinning skills required to make effective use of quantitative and statistical analyses and develops students’ interpretation and reporting skills.

The module introduces data-based decision making and performance measurement and provides students with the practical experience of using Excel to transform data into meaningful information. It further introduces students to forecasting, target setting and project management. As such, it provides students with an understanding of the fundamentals of statistical methods for business decision making. In doing so, it provides the skills and knowledge required for levels 5 and 6 modules, including the dissertation and consultancy project, that develop and evaluate the quantitative aspects of business management.

Overall, this module develops the analytical and communication skills relevant to understanding business information, with an emphasis on problem-solving techniques in the context of business management, decision making and performance measurement.

Understanding the Business and Economic Environment

The focus of this module is to equip you to understand organisations in contexts past, present and future, and enable you to analyse the macro, micro, internal and external business and economic environments in which they operate. An understanding of the environments will facilitate the interpretation of situations and enable decisions that add value for businesses. The focus of the module is on the external and internal influences on organizations and the effect these have on business practices.

The module is designed to be used by Level 4 undergraduate students on a range of programmes. Examples, illustrations and case studies will be drawn from chosen industry sectors such as advertising, aviation, events, finance, marketing, transport, tourism, and applied to reinforce basic concepts. This will enhance your ability to understand particular business problems and aspects of the business and economic environment. Topics and case studies will cover business issues that are contemporary and relevant to the real world.

Consumer Insights

Effective marketing management requires the ability to understand consumer needs, influences and predict how consumers will behave within a given market situation. Marketers need an in-depth understanding and critical appreciation of customer responses to products, services and marketing offering. You will be provided with an in-depth and critical understanding of consumer insight and how it informs marketing practices. The module examines the various determinants of consumer behaviour; you will be introduced and examine the theories and influences of buyer behaviour and their application to managerial decision-making. In addition, you will build on an appreciation data collection, and the market research processes methods and metrics used to gain consumer insight for informed effective marketing decisions.

This module aims to develop a critical understanding of the importance of studying and understanding buyer behaviour. The development of data collection, market research, technical skills and their contribution to the marketing function in consumer insights. The module has been designed to equip & develop employability work-ready skills for the marketing industry.

The module also aims to assist students in the acquisition of the following skills:
1. Digital literacy and IT skills
2. Researching & analysing
3. Application of knowledge and presenting data
5. Critical thinking
6. Academic writing

Consumer PR and Media Relations

Consumer PR can build positive brand perceptions, manage reputation, and connect with their target audience through various communication strategies. This module focuses on the role of public relations (PR) in the commercial activities of consumer facing organisations. You will address the importance of winning and maintaining customers, meeting competitive challenges in consumer marketing scenario. The module discusses how PR and media relations interfaces with consumer marketing, together with the way in which organisations use PR tools to interact with consumers in a trading environment.
In this module you will also explore PR-related aspects of the media environment, and it is designed to provide you with the understanding and skills required to exploit digital and non-digital media within the context of designing and delivering consumer-facing public relations campaigns.
The module also aims to assist students in the acquisition of the following skills:
• Research
• Communications/presenting – orally and in writing, including inter-cultural communication
• Creativity
• Academic writing/literacy
• Digital literacy and IT skills
• Career Management & commercial awareness

Contemporary Theory of Advertising

This module is designed to introduce students to contemporary applied theories of advertising relevant to brand advertising and explores traditional and online advertising practice. The module addresses the academician–practitioner gap in understanding how advertising work by uncovering agency practitioners’ core theories. The module also examines advances in digital advertising and neuromarketing research useful for understanding how consumers process advertising messages. The module also explores cross-cultural advertising practices underpinned by current scholarly research in advertising.

The module aims to:

• Develop an understanding and a critical awareness of contemporary theories of advertising
• Develop analytical abilities of students and apply these to their knowledge and skills in understanding applied traditional and contemporary advertising theories
• Create new insights into the advertising discipline and new contributions to professional practice.

The module also aims to assist students in the acquisition of the following skills:
- Researching and analysing
- Academic writing and reading
- Critical thinking and application of knowledge

Crafting Advertising Campaigns

This module is designed to equip you with the key industry-standard skills needed to develop an effective and commercially viable advertising campaign plan supported with appropriate academic and practitioner research. The module will enable you to gain a deeper insight into the key roles and responsibilities of client organisations and advertising agencies. It allows you to craft effective and realistic advertising campaigns by assuming the role of strategic planner, account manager, creative director and copy writer, media planner and buyer which are highly sought after by employers. You will also be able to build in a review process to your campaign plans and set control systems.
.
This module has been designed to build on Level 4 modules knowledge with a focus on understanding and application of advertising theory and principles. The module aims to;

• Develop your understanding and knowledge of the advertising function and its contribution to the marketing communication strategy and brand communications
• Provide you with key skills and knowledge in responding to strategic creative briefs
• Enable you to gain a systematic understanding of how integrated advertising campaigns are conceived, developed, produced, evaluated and measured
• Develop a critical awareness of the regulatory and legislative framework within which advertising must comply markets and cultures

The module also aims to assist you in the acquisition of the following skills:
- Researching and analysing
- Academic writing and reading
- Application of knowledge and presenting data
- Being creative in developing storyboard and advertising posters using appropriate tools
- Developing media planning and buying
- Critical thinking
- Communicating/Presenting, orally and in writing
- Being creative

Marketing Communications

The module will enable you to gain a deeper knowledge and understanding of the nature and importance of integrated marketing communications and the individual purpose and application of its component tools. The changing environment and impact of technology are also explained as background for synthesis of the communications process.

This module builds on Level 4 marketing modules knowledge and aims to:
- Enable you to gain a deeper knowledge and understanding of applied concepts, theories and models of integrated marketing communications as they relate to B2B and B2C customers.
- Foster a critical awareness and understanding of the latest developments in marketing communications and the regulatory framework in which marketing communications operate.

More broadly, the module aims to assist students in the acquisition of the following skills:

- Academic writing and reading
- Analysing data/research
- Critical thinking and being creative
- Communicating/presenting, orally and/or in writing
- Digital Literacy and IT skills
- Commercial awareness, including corporate social responsibility

Creating a Winning Business 1

Why do some companies succeed while others fail? Are some business ideas fundamentally better than others? How can you tell which ideas and/or solutions are worth investing time and money in and which are not?

This module is a key introduction to identifying, critically assessing and developing new business opportunities. The approaches and processes covered can be applied equally to new commercial ideas, social enterprises or new ventures within an existing business.

The foundation of the module is a live client brief with a real organisation, where you will develop your own solutions leading to a presentation and designing a consultancy type. At each stage you will learn the concepts covered in the module by applying them to the brief.

This module will be delivered through weekly lecture/seminars. The sessions will consist of a combination of theoretical input and problem-based tasks, supported by multimedia, including videos, case studies and student-centred discussions. You absolutely need to attend regularly each week to keep up.

Students will be able to receive support from the work placement team at the University for how to identify a relevant business for the assessment tasks.

The Student Enterprise at London Met will provide guidance to any student considering setting up their own business or wishing to utilise their knowledge to work as a freelancer.

The module is particularly relevant to anyone engaged in business or working at setting up his/her own business. Those considering starting their own business, working for an SME or taking on an intrapreneurial role within a large organisation will find application and a plethora of take-aways.

Please note:
● International students on a Student Visa must ensure their placement meets UKVI monitoring requirements. This includes:
• Prior approval of consultancy dates and hours by the Module Leader and the University Visa Compliance Team.
• Submission of timesheets signed by a line manager/supervisor.

Learning through Work

This Work Based Learning module enables students to undertake a short period of professional activity either: part-time/vacation employment; work placement; not-for-profit sector volunteering or a professional/employer led project.

Work Based Learning modules are designed to enhance students’ personal and professional development and assist in preparing students for their future careers. The module aims to facilitate application and progression of knowledge and skills gained via the learner’s studies and wider life experience. Students will be introduced to a range of professional skills and techniques, including: reflective self-assessment; preparation for employment; being a critical employee and developing approaches for co-operative and collaborative working.

• Students will be contacted prior to the semester to provide support in securing work based activity in good time.
• It is a student's responsibility to apply for opportunities and to engage with the Work Based Learning team to assist them.
• The suitability of any opportunities will be assessed by the Module Team and all roles must meet the Health and Safety requirements for Higher Education Work Placements.
• Learners may be able to utilise existing employment, providing they can demonstrate it is personally developmental and involves a relevant level of responsibility.
• In addition, students may be able to complete the Work Based Learning hours during the summer prior to the academic year a student is taking the module.
• Tier 4 International students will be required to submit weekly timesheets for the hours undertaken for the work based learning activity to meet the requirements of their visa. These will need to be signed by their line manager/supervisor.

The module aims to enable students to:
• Effectively express and understand their current skills and abilities in relation to their career values and goals.
• Practically apply the knowledge gained through their course programme to a work environment.
• Gain an in-depth insight of a work environment
• Make a positive contribution to the employing organisation and demonstrate inclusive workplace practice.
• Recognise their personal and professional development learning and apply to their future goals.

Please note:
● Students will be contacted prior to the semester to provide support in securing a Placement in good time.
● Students are responsible for applying for opportunities and to engage with the Module Team/Employer Engagement and Placements Team to assist them.
● The suitability of any opportunities sourced by the student will be assessed by the Module Team/Employer Engagement and Placements Team and all placements must meet Health and Safety requirements for Higher Education Placements.
● Students on a Student Visa must ensure their placement meets UKVI monitoring requirements. This includes:
• Prior approval of placement dates and hours by the Module Leader.
• Submission of timesheets signed by a line manager/supervisor.
• Ongoing engagement with the Module Leader and the International Student Support Team.

Problem Solving: Methods and Analysis

This module aims to develop students’ ability to understand and apply problem solving methods and analysis in relation to issues that may arise in business and management subject areas. It seeks to enhance students’ knowledge and understanding of the business environment and develop their data management and data analysis skills using IT packages as appropriate.

The module provides the quantitative and qualitative data analysis skills that underpin the success of an empirical research project. This module helps to build the sound foundation required to undertake the final year dissertation modules.

You will have an opportunity to collect, present, analyse and interpret qualitative and quantitative data from a variety of data sources such as ONS and other sources.

The Practice of Consultancy

Imagine yourself stepping into one of the most dynamic and influential sectors: consultancy. This field is booming, with a strong growth trend that shows no signs of slowing down. In the UK alone, you will find an industry that employs over 255,000 professionals and is valued at an estimated £16 billion per annum, making it the second largest consultancy hub in the world after the US.

As a management consultant, you actively engage with stakeholders to deliver objective, specialist advice. You diagnose issues and inefficiencies, solve problems, improve performance and implement solutions that drive complex change, maximise growth and create value for organisations.

In the Practice of Consultancy module, you gain the practical research and consultancy skills essential for a successful consulting career while preparing for your final-year Consultancy Project. This module introduces you to key research methods, equipping you with a hands-on understanding of the tools and techniques for problem analysis and issue clarification.

You will apply a range of frameworks to structure your diagnostic analysis and strategic thinking. Management consulting encompasses a wide array of activities, and as a consultant, you must be both client-oriented and solution-focused. In this module, you will develop expertise, resourcefulness, critical analysis, creative thinking, relationship management, empathy and communication skills; each essential for building trust and ensuring your recommendations are implemented effectively.

Advances in technology now provide organisations with unprecedented access to vast amounts of data that you can harness for evidence-based consultancy. You will explore how emerging technologies, such as artificial intelligence and advanced analytics, are transforming traditional consultancy practices. You will learn to integrate these tools with conventional desk research to validate and contextualise your data findings, thereby enhancing the robustness and relevance of your recommendations. You will also explore hypothesis testing to uncover actionable insights from data and drive evidence-based decision. This hands-on experience equips you with both critical analytical skills and the ability to communicate your insights effectively, ensuring you remain competitive in the dynamic world of business consulting.

In summary, this module aims to:

1. Develop your diagnostic ability to identify and clarify root issues within an organisation;
2. Hone your skill in applying appropriate methods to solve complex consultancy challenges;
3. Strengthen your ability to combine analytical frameworks, AI-supported insights and independent analysis to assess market opportunities and formulate actionable recommendations, and
4. Cultivate the capability to critically interpret statistical outputs and effectively communicate your findings to support robust, evidence-based decision making.

Developing Inclusive Organisations

We live in a more diverse society than ever before. Structural changes in labour markets have led to increasing numbers of women, older workers and disabled people in employment, with fewer younger people in many industrialised economies. Globalisation and migration have also led to greater ethnic diversity. We are also clear about the business for diverse workforces, and the benefits this can bring to society. However, there is a question as to whether a diverse workforce always equals inclusion. There is evidence that many of these groups are marginalised and face employment disadvantages in practice. The aim of this module is to illuminate some of the inequalities experienced by these groups, and then to examine theoretical perspectives helping explain these and provide insights into how these can be better remedied in practice.

Whilst arguably the principles of inclusion transcend the protected characteristics (Equality Act, 2010), it is clear that these groups tend to suffer more inequalities in the workplace than others (despite law that protects against this). This module will therefore look at the meaning of inclusion and how it differs from concepts of equality and diversity – what it adds and where it might be lacking. We will examine closely the different dimensions of diversity (gender, age, race/ethnicity and so forth) to understand the specific barriers these groups experience, and what methods organisations can develop to ensure more inclusive workplaces, so that everyone feels valued regardless of identity or background.

A broader aim of the module is to provide students with an opportunity to ‘step into the shoes’ of diverse marginalised groups and the specific barriers they face, so they are better prepared to identify and promote inclusive workplaces, as social justice champions of our future. This is something our society needs and London Metropolitan University is passionate about developing values driven graduates who make a positive contribution to the world.

Digital Marketing

In the current business environment, it is imperative that marketers keep pace with the dramatic and far-reaching changes fuelling digital transformation. As a marketing & marketing communications student it is important that you appreciate and develop skills and knowledge in the ever-evolving, dynamic digital marketing landscape. This module introduces you to the digital marketing channels and their applications. It presents theoretical frameworks and models, which are relevant to digital marketing practice. The module examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated online and offline marketing programmes and campaigns. Digital marketing techniques will be explored and applied such as Search engine optimisation (SEO), Search Engine Marketing (SEM) Key words, Email, social media, Paid search, Affiliate marketing, Content marketing including Marketing Technology, or MarTech and the impact of AI which are essential in facilitating and execution of marketing activities for customer acquisition retention and engagement.
The module identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance and planning.

The module aims
• You will develop an understanding and knowledge of the current issues in digital marketing.
• You will gain an understanding & application of the nature of digital marketing concepts and techniques.
• You will develop analytical, problems solving & evaluative skills necessary in digital marketing for improving an organization marketing effectiveness and planning.

The module builds on the acquisition of the following Skills
• Application of Knowledge and presenting Data
• Analysing data & problem solving
• Digital literacy and IT skills

Sustainability, Business and Responsibility

‘Sustainability, Business and Responsibility’ addresses the critical issue of sustainability, explaining why the current human lifestyle is unsustainable. It shows the consequences of humanity’s exploitation of planetary resources and the impact it has on humans, the planet, and businesses. The module focuses on understanding how businesses affect sustainability and how sustainability affects businesses, in order to recognise the fundamental need to change business models into more sustainable ones.

Sustainability has become the essential focus of governments, global financial institutions, and international organisations. Post COP-21 in Paris (2015), organisations, businesses, communities, and individuals are expected to understand and take responsibility for their economic, environmental, and social impacts. It isn’t a “nice to know about” subject anymore; it is an essential aspect of business education, growing in importance to recruitment, career prospects, and professional development

The module tries to shift the focus from the negative, overwhelming inertia to the positive changes leading to a more sustainable future, learning how multiple individuals, entrepreneurs, and businesses innovate to reach the set sustainability goals of Net-Zero by 2050.

Aim of the module:
You will develop a full understanding of what is meant by sustainability, who decides what constitutes sustainability principles, and how these principles are applied.
You will recognise perspectives of governments, business, and communities, and the challenges and conflicts these present.
You will explore the varied tools and techniques used to assess sustainability in business.

Communication Theory

In this module you will consider the theories of the main authorities in the field of communication. The module will consider what is meant by “communication” and why a study of the subject is especially important for communication professionals.

The aim of the module is for you to engage in critical and evaluative considerations of communication using key theories, concepts; this will be through consideration and engaging with the language and discourse related to the subject area. You will be introduced to the problems inherent in defining communication, and the different approaches to the topic. You will also develop further the practical communication skills addressed in earlier modules. Current affairs will be a key feature in the module to illustrate the application of various theories and concepts

The module aims to assist in the building of the following specific skills:
• Critical thinking and writing
• Academic reading & academic writing and literacy
• Researching
• Analysing data & problem solving
• Commercial Awareness

Corporate Communications

This module encourages you to critically analyse the nature, value, and techniques of effective corporate relations.

The module also covers the analysis and evaluation of theories, models, and issues relating to both corporate communications and that which informs its practice, namely corporate strategy. It encompasses both a global and a more “localised” perspective to the subject and is designed to help you critically analyse and evaluate emerging issues and trends in contemporary corporate relations. These include the critical drivers and determinants of corporate communications including (a) macro & micro environmental analysis, (b) corporate strategy analysis, (c) issues related to leadership and management, management & companies inward & outward diversity and inclusion strategy (d) international corporate relations, (e) corporate social responsibility, (f) investor relations, (g) internal communications, (h) communications audits, (i) public affairs issues, and (j) crises

Key to the module’s focus is the examination of corporate strategy and the inter-relationships between corporate strategy, leadership, and corporate communications.

Marketing Communications in Practice (Context Fashion)

With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. The module is designed to enable students unlock the power of integrated marketing communications (IMC) by taking advantage of the unique strengths of different communication options, and combining and sequencing them strategically.

The module provides students with key industry-standard skills needed to develop a successful career in marketing communications, digital marketing and social media. It enables students to gain a first-hand experience in setting up live marketing communications campaigns in different contexts by combining both traditional media and new digital options.

The module content includes critical reflection on the academician–practitioner gap in understanding how marketing communications might work; developing a marketing communications pitch in response to a strategic creative brief and creative deliverables; crafting message strategy and creative strategy supported with Adobe Creative Cloud; media planning and buying - advanced measurements and calculations of traditional and digital media buys using advanced Excel program; campaign implementation and scheduling process using Microsoft Project software; practical challenges in monitoring and controlling IMC campaigns, setting campaign metrices and contingency plans; addressing regulatory, legislative and ethical issues and the interrelationships between marketing communications, culture and society. Additionally, students will be encouraged to successfully complete online courses including Advanced Google Analytics and Google Analytics 360 which are highly sought-after skills by employers.

This module builds on Level 5 modules knowledge and aims to:

• Develop an advanced understanding of marketing communications theory and practice with focus on both strategic and operational-level IMCs.
• Enable students to develop effective IMC campaigns in both Business to Consumer (B2C) and Business to Business (B2B) contexts.
• Provide students with key skills in response to a strategic creative brief and creative deliverables.
• Develop realistic media planning and buying strategy as well as measures of IMC campaigns.
• Develop critical awareness and competence in suggesting ethical and sustainable strategic alternatives to local as well as global organisations.

The module also aims to assist students in the acquisition of the following skills:
- Researching and analysing
- Academic and highly specialist writing and reading
- Application of knowledge and presenting data
- Critical thinking and being creative
- Communicating/presenting, orally and/or in writing
- Digital Literacy and IT skills

Strategic Marketing

You will be presented with the latest developments in strategic marketing thinking and development of marketing plans. You will be given the opportunity in collaboration with either the university small business clinic and or Riipen and or CIM Pitch and or an external organisation. To work with an organisation and engage with their set ‘live’ company brief to develop their assessed organisations strategic marketing plan. You will critically evaluate the linkages between strategic marketing planning and corporate planning, organisations marketing competencies in relation to competitive advantage, market performance, customers, competitors, product and service portfolios, current and future positioning and value proposition. You will also apply appropriate analytical frameworks, tools and techniques suitable for planning, implementation, measurement and evaluation of marketing plans for the given ‘live’ organisation brief.

Employability Planning & development
As a level 6 student you need to consider your graduate employability prospects & professional development to enhance your career prospects on graduating & exit strategies ie applying for a Master programme and or a graduate training scheme. Building on your previous level 4 & 5 employability modules. This module seeks to further develop & build on enhancing your graduate employability prospects. You will continue to address the module requirements & access the Gateway to Success a business school resource to continue your career development and skill enhancement. The resource & the careers service will support you in the tools, insights, and support needed to achieve your professional goal and build evidence of personal development. Additionally, students earn points for completing activities across learning and careers areas. Achieving the required points by graduation signals strong engagement and commitment to professional growth, which is formally recognised on the degree transcript.

Aims of the module:
• Foster an appreciation of the skills, advantages & limitations of working on a ‘live’ brief.
• Develop knowledge and understanding of relevant theories, models, concepts and context of strategic marketing and the planning process.
• Systematically conduct a marketing audit, develop an effective marketing strategy and tactical marketing plan using suitable analytical tools and frameworks.
• Foster a critical awareness and understanding of current issues in strategic marketing and planning in context of theory and practice.
• Develop academic writing, application of knowledge and decision-making skills.
• Develop & conduct the practical application of the development of competencies for successful graduate employability

Consultancy Project

The Professional Consultancy / Project module serves as a capstone experience, requiring students to undertake a business-focused project designed to enhance their employability and support ongoing professional development.
As part of this module, you will complete and document an individual project that not only consolidates your learning throughout the programme but also allows you to apply your knowledge in a real-world context. It provides a valuable opportunity to demonstrate the professional competencies you’ve developed over the course of your studies.
If you are currently employed, you may choose to base your project on a work-related consultancy initiative, subject to your employer’s approval. Alternatively, you may opt for a research-based project.
You will present your project through an online presentation. This module offers a platform to showcase your professional credibility while applying your academic, business, and technical skills in a practical setting

The Professional Consultancy Project aims to:
1 , Demonstrate the ability to utilise and contextualise knowledge by applying analytical skills to a business situation or problem
2 , Demonstrate the ability to assemble a coherent and sustained piece of writing that evaluates a business/project problem/solution
3 , Create an opportunity to continue the development of a range of skills associated with research, including analysis, interpretation, written expression, formal report writing, and self-managed study
4 , Engage students in a complex, integrated activity that will consolidate and integrate previous skills and learning
5 , Provide students with a ‘showcase’ opportunity that allows them to demonstrate their ability to apply the knowledge and skills acquired throughout the course to a significant and specialised task

Those studying on a Student Visa will only be able to complete work-based project option of this module if it meets UKVI monitoring requirements including: approval of the placement dates and hours by a Placement Officer prior to starting the placement, submission of weekly timesheets for the hours undertaken, signed by their contact at the business and continued engagement with the Placement Officer as well as the International Student Support and Compliance Team.

Dissertation

This module aims to enable students to complete a research focused dissertation on a chosen topic or issue appropriate to their undergraduate degree. Students are required to reflect on relevant research questions, theoretical concepts/hypotheses, prior literature, ethical approaches, research methodologies and data analyses in an independent and disciplined manner. Students are expected to develop an in-depth understanding of their chosen research topics, research methods/approaches and the ability to appropriately seek out data samples required for research in a selected topic. The module aims to develop analytical, critical thinking, referencing and time management skills in independently undertaking and reporting on a research project.

Brand Management

You will be provided with a comprehensive and up-to-date understanding on brands, brand equity and strategic brand management issues. In addition, you will learn about the concepts and framework of branding, which are crucial in designing, implementing marketing campaigns as well as activities to build, measure and manage brand equity. You will also learn about the tools and techniques to improve long-term profitability via creating effective brand strategies.
Aims of the module:
• Explore the role of branding from a corporate and consumer perspective.
• Examine the theory of branding.
• Develop students' understanding of the role played by marketing communications in the building and maintenance of brands.
• Develop students’ researching and analysing skills.
• Develop students’ critical writing, application of knowledge and decision-making skills.

Global Marketing and Sales in the Digital Age

Marketing is an essential component of any organisation regardless of size and has application globally, helping an organisation to retain and recruit news customers and increase the scale of a business.

Marketing is focused on the customer and the value of the product offering to stimulate demand, while sales activities are designed to encourage customer purchase. Both functions need to be integrated within an organisation to improve business performance.

Global marketing helps an organisation to find and develop new market opportunities while maintaining its domestic market(s.)

This module is intended to allow students to focus and explore the key components and nature of marketing and sales in a global market.

The global events of 2019 demonstrate the key linkages and interdependence of markets and demonstrate the importance of designing, distribution and selling products/ services in markets around the world, while maintaining a home market.

The module aims to:

• Provide an understanding of the role and importance of marketing and sales in a global setting.
• Explore a range of strategic choices available to organisations when seeking to expand globally.
• Provide an overview of marketing management in the ‘digital age’
• Explore the relationship and interdependence of marketing and sales
• Examine the impact of communication including digital applications to support product/service delivery in a global market.

Social Marketing

This module introduces you to a developing specialist new field associated with marketing. It provides you with the opportunity to build on your knowledge about marketing to apply it to situations where the aim is to help address social problems. Social marketing is a developing new science that makes use of several disciplines, in addition to marketing, to help improve the welfare of our societies. This field has been applied to many social ills ranging from obesity, drinking and driving to discrimination and domestic violence.

You will be first introduced to the history and concepts of social marketing and shown the procedures used by social marketers to address social problems. You will be encouraged to develop your critical as well as applied abilities during their studies. By the end of the module it is expected that you will not only be able to appreciate the benefits of social marketing but also learn very useful skills about how to apply it. The knowledge and skills will prove very useful to enable students to apply their marketing skills to both commercial and social situations. It will also help develop their social responsibility attitude and enable them to consider this great discipline as another career route to target.

The module will be delivered over a 12-week period (15 weeks with assessment period) consisting of a 3-hour delivery, with the final hour being devoted to practice. The module will use a blended learning delivery approach covering lectures/workshops, video demonstrations and student projects. We will use extensively Weblearn for both delivery of teaching and practice material as well as for the submission of assessment.