Digital marketing is a constantly evolving and increasingly important discipline within contemporary marketing practice and this module has been designed to build essential skills in the identification, integration, and monitoring of effective digital tactics to deliver enhanced marketing activities. It is about appreciating the importance of the ever-evolving, dynamic digital landscape, and understanding how to develop skills to improve digital marketing effectiveness. It provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance.
In the marketing literature, Consumer Analysis entails the initial steps in marketing research that identify and collect information on the target market’s needs, profiles and consumer behaviours. To do so effectively, an in-depth understanding of how the human mind works is essential. Therefore, this module will emphasise the workings of the consumer mind as well as how consumer responses can be altered and measured. To explain why humans respond to different types of consumer stimuli it is important to know what captures their attention, how they perceive what they encounter as well as how their memory works. For example, it will be explored how cognitive factors affect the consumer decision-making process and how tactile input can be used to alter or enhance the perception of a product. This module will also introduce you to the functional neuroanatomy and basic principles of brain organisation. Moreover, the module will cover different types of techniques that can be used to research consumer related activities, including experimental methodologies and neuroimaging. The capabilities and limitations of the methods will be discussed, and practical examples of their application will be provided. The aim is to provide a coherent picture of how and why consumers act the way they do. The module will be delivered through lectures that will involve both taught content and interactive discussion. The module provides an opportunity to develop a deeper understanding of Consumer Psychology, something that is a key requirement for effective marketing management.
View the full module definitionThis module will focus on Social Psychological Approach to Consumer Psychology. Its overall aim is to provide an insight into the psychological and social factors that influence consumer behaviour at various stages of consumption. The module will emphasise the reasons why the study of contemporary consumerism is important in fully understanding human behaviour as well as modern economies. The module will discuss social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion or advertising alongside the role of consumer’s personality and identity in offline and online contexts. Application of theories and research to topics such as sustainable consumption branding and advertising will be considered. The module is designed to illustrate the diversity of schools of thought, paradigms and methods present in the field and to demonstrate the multiple ways that the psychology of the individual and groups can be applied to understanding consumers. During the course of the module emphasis will be placed on critical consideration of the application of theory to consumer context. The module will equip students with a range of key transferable skills useful in the workplace, such as oral presentation skills, critical thinking, analysis of cases and application of theory to aid understanding of consumer behaviour.
View the full module definitionExplore core principles of economics through the lens of consumer and firm behaviour. How do people decide what to buy, and how much? How do businesses set prices and determine how much to produce? You'll be introduced to traditional economic models of how consumers aim to maximise their satisfaction, and you’ll discover the behavioural economics perspective, revealing how real-world decision making often strays from traditional economic models due to decision biases and heuristics. These behavioural insights are essential for understanding real-world consumer behaviour and designing effective business strategies. You’ll also learn how firms operate to maximise profits in different market structures, from perfect competition to monopoly, and how supply and demand shape market outcomes. By the end of the module, you’ll have a comprehensive framework for analysing consumer and firm behaviour, and you’ll be able to apply economic reasoning and behavioural insights for effective decision-making in the real world.
View the full module definitionYou'll investigate and critically evaluate historical and contemporary approaches to leadership theory, focusing especially on leadership at junior to middle management level. Classical theories of leadership will be examined including traits theory, behavioural theories and contingency theories. Some contemporary theories will include issues such as emotional intelligence, psychodynamics and leader-led relations. There will be a strong emphasis on applying the theory to your own personal leadership with a view to enhancing leadership performance in preparation for middle management roles within the organisation. Management of change will be another key emphasis, including organisational politics & power, change theories and the implementation of the change process. Issues for consideration will include the organisational context of change, resistance to change and practical management of the change process.
View the full module definitionThis module will advance your knowledge of research methods for study at postgraduate level. Throughout, you’ll be encouraged to develop a more autonomous and critical approach to research. You’ll be challenged to develop your research philosophy, consider the impact research can have on society and effectively analyse data using a range of statistical and analytical techniques relevant in sport and exercise or psychological research. This module will help you become a critical researcher, to be able to draw conclusions using multiple sets of data, effectively compare and contrast data and use literature to support ideas and / or theories. You'll use real world research questions, with example datasets provided to facilitate your understanding of statistics and qualitative analysis through a combination of lectures, practical sessions and online tasks. This module will equip you with a wide range of highly useful and transferable research and analytical skills (e.g. numerical skills, use of research software, experimental design, presentations), which are highly relevant in the research and employment environment.
View the full module definitionThis module requires you to undertake a significant research project in the chosen field of study and to present the results of that research in a thesis prepared to the highest scientific professional standards. The research will normally be based on preparatory work undertaken in modules: Issues in Psychological Research and either Quantitative Research Methods or Qualitative Research Methods. The topic may be drawn mainly from a selection of suggested topics related to School research groups (professional subject of interest will be considered provided that a strong case is made and suitable supervision is available). The project topics will be assessed for suitability to ensure that it has the potential for sufficient academic challenge. You will be assigned a supervisor, or, if appropriate, a supervisory team. You'll be expected to make regular reports on the state and progress of your work. These reports will normally be in a written format suitable for incorporation into the final thesis.
View the full module definitionEngage in a substantial piece of individual research focussed on a topic relevant to your business degree award and specialist subject area under the supervision and guidance of a member of academic staff. This module requires you to develop their chosen topic into a specific project under the guidance of your supervisor. Supervisors will discuss with you contemporary research problems and issues based on their research and practice, and you'll be required to conduct literature reviews, evaluate and critically appraise a range of information, investigate and adopt suitable theoretical frameworks, research methodologies and methods, and process and analyse data to produce a coherent and justified solution to the problem(s) identified. Throughout the module your supervisor will support you in terms of content and skills development so that you can work semi-autonomously on your individual research project. This is achieved through regular supervisory meetings throughout the year, which will allow for individual discussion of the tasks that will have to be completed in order to develop the project smoothly. You will receive formative and constructive feedback from your supervisors in order progress your research to a conclusion. Attendance at meetings and engagement with the proposed tasks are essential to successful completion of the project.
View the full module definition