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This module equips you with the strategic and analytical skills needed to manage effective social media, influencer, and digital marketing activities. You will explore how brands use different social media platforms to engage audiences, foster community, and achieve marketing objectives through compelling digital content. The module covers the planning, execution, and evaluation of social media initiatives, including influencer selection, collaboration, and impact measurement. Guest lectures from industry practitioners will enrich your learning experience, ensuring you gain up-to-date expertise. By the end of the module, you will be able to develop integrated strategies that combine social media, influencer engagement, and broader digital marketing initiatives in a professional context.

This module provides you with the knowledge and tools to understand and influence the digital customer journey, with a specific focus on e-commerce strategy. You will explore how businesses can engage digital customers effectively at every stage, from awareness to purchase and ongoing brand advocacy. Drawing on consumer psychology and behavioural insights, you will learn how to map digital journeys, analyse decision-making processes, and design responsive, customer-centric strategies. The module also delves into the development of e-commerce frameworks, performance measurement, and optimisation tactics using analytics tools. Practical elements include customer persona creation, journey mapping, and evaluating digital touchpoints to enhance user experience and conversion. By the end of the module, you will be equipped to design and manage effective e-commerce strategies aligned with the needs and behaviours of today's digital consumers.

Strategic Marketing communications covers a dynamic and wide-ranging group of topics that are intended to build and maintain brand equity. These include advertising, sales promotions, public relations, sponsorship, direct marketing, personal selling, and packaging, and involve broader considerations such as ethics and global issues. Current thinking suggests that all communications should be integrated across the organisation; this module critically evaluates the concept of integrated marketing communications and analyses various aspects of strategic marketing communications. Theories of communication are explored using real examples from current marketing campaigns, and a select group from different areas of marketing offer an expert's view of the communications process.

Various marketing concepts and practices could be applied in different business contexts. This module will evaluate a range of issues relating to contemporary marketing practices and their relevance to business. In addition, the module will explore how marketing theories vary in different contexts and evaluate their impacts on the practices of marketing.

AI and Creative Tools for Digital Marketers is a hands-on, future-focused module that helps you build the digital tools and strategic know-how you need to succeed in today's fast-moving business world.

You'll explore the technologies and platforms behind digital communication, marketing, and customer engagement—gaining practical experience with the same tools used by professionals. Along the way, you'll discover how creative thinking and data-driven decisions can drive innovation and impact real business outcomes.

Through interactive sessions and practical exercises, you will learn to:

Apply AI and Prompt Engineering: Understand the fundamentals of artificial intelligence and learn how to craft effective prompts to harness AI tools for content creation and creative problem-solving.

Use Analytics: Analyse website performance and user behaviour, transforming raw data into actionable insights that inform digital marketing strategies.

Design Digital Content: Create visually compelling and professional marketing materials, with a focus on brand consistency and audience engagement.

Understand CRM:Explore the principles of customer relationship management (CRM) and gain hands-on experience to design targeted email campaigns, manage contact lists, and evaluate campaign performance.

This course aims at preparing you for the field of data analytics in the context of the modern job market's demands with multiple analytics techniques. In the era of big data and AI,  you will learn the essential methodological steps of data analysis, from understanding data collection to extracting actionable insights. You will explore analytical techniques and tools necessary for identifying hidden information and making informed business decisions. Hands-on projects and real-world scenarios will equip you with the practical skills to address common challenges in data analytics, setting a strong foundation for further exploration in the field.

 This course is designed to deepen your understanding of the critical importance of rigorous methodology in data analysis and to equip you with a robust toolkit of data analytics techniques. Emphasizing the fundamental principles of statistical analysis, the course offers hands-on experience in applying these techniques effectively. You  will benefit from collaborative learning opportunities and insights drawn from the latest theoretical and applied research in the field. This interactive approach not only enhances understanding but also fosters an environment of peer learning and continuous engagement with cutting-edge data analytics practices.

This unit deals with the social context of marketing. It draws on a variety of issues engaging contemporary marketing practice and examines the implication of the the adoption of the marketing concept as one of the dominant business aproaches, as well as its widening use as a tool for framing and solving societal issues.

You will gain an understanding on how to conduct research in marketing management and will evaluate the process and practices of marketing research through the use of different research designs and methods. You will also  examine various types of analytical methods and develop different research skills through the this module.

This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.