BSc (Hons) Digital Marketing

Academic & Professional Skills 1

This module will support your transition into a university undergraduate degree programme. You will focus on developing academic and professional skills and be encouraged to reflect on and plan you own personal development. You are provided with a range of topics to help you develop and you can choose those most beneficial to you.

Business Information Systems

Within this module, you will explore the relationship of technology with business.

As well as creating an understanding of what an information system (IS) does, you will examine how an IS may influence business structures, assist in the decision making within an organisation and some of the tools that can be used to improve information handling.

Entrepreneurial Mindset

In today’s competitive business environment, graduates require strong employability skills and a resilient attitude.

This module aims to develop these skillsets by working with a real client in creating ideas, implementing one of them and assessing how they can be more innovative.

You will deepen your knowledge of being entrepreneurial and applying an ‘entrepreneurial mindset’ to solve a real-life case study with a client.

You will usually work in small groups to develop an ‘innovative’ solution to an identified problem or opportunity.

Assessment

You will be assessed through a group presentation to the client and an individual report on how the entrepreneur can be more innovative.

Accreditations

This is a CMI and CIM accredited module.

Fundamentals of Website Development

This module introduces you to the principles of HTML, CSS and overall good website design, providing opportunity for practical work, which will involve analysing and improving web sites.

Management and Organisations

You will explore business management theories, the role and position of a manager, and your ability to manage others.

You are encouraged to develop your self-awareness as a potential manager and investigate issues like:

• the history of management
• structures
• functions
• culture
• sustainability
• and innovation of an organisation.

You will also explore:

• aspects of business psychology
• how people are motivated and behave
• theories of leadership and conflict management that can be used in effective management.

Assessment

You will be assessed through a report on management topics of interest.

Marketing Principles and Practice

This introductory module explores the role of marketing in the modern business environment.

You will discover the core tools and concepts of marketing and investigate the marketing principles of the extended services mix, buyer behaviour, segmentation, and market research.

You will explore business aspects such as contemporary society, digital innovations, and disruptive business models.

Assessment

You will be assessed through a business report.

Accreditation

This is a CMI and CIM accredited module.

Programming for the Web

This module aims to introduce you to the basic principles of programming in a practical context and provide you with a solid foundation in program specification, general programming design and testing.

The module involves the study of a single computer language in detail, but examples from other languages will be used to illustrate the general concepts involved.

Social Media Marketing

This module introduces you to social media from a business and professional perspective.

It is framed within the context of the marketing mix but explores the trend with this tactical aspect and more current ideas around the concept of digital consumers and engaging brand experiences.

You will explore the history, development and future of social media as well as looking at tools to manage roles, teams, and campaigns.

Brands and Branding

This module will introduce you to the topic of branding, the role of branding within marketing and advertising strategy, and the concepts and principles of brand management. You will be assessed through your contributions to three online discussions and an individual report.

Consumer Buyer Behaviour

This module will equip learners with the fundamentals of consumer behaviour.

Psychology is used widely in both marketing and human resource management and leadership and vitally important in understanding consumer behaviour to ensure business provides products and services that meets their changing needs.

You will critically appreciate the importance of psychology to decision making and the field of marketing, as well as analyse and evaluate individual aspects of consumer behaviour and social and group aspects of consumer behaviour during your studies.

Creating A Sustainable Competitive Advantage in Tourism and the Service Environment

This module examines the importance of competitive strategy in securing a position of advantage in the contemporary service environment.

The module is designed to introduce you to basic management principles and contextualise approaches to competitive strategy and competitive advantage by examining indicative sectors across the service environment, such as tourism, events, retail, and hospitality.

The module will also look at how competitive advantage is influenced by key issues such as entrepreneurship, particularly in relation to micro-business and SMEs, and how wider forces of globalisation are impacting on business strategy.

Data Science and Analytics

This module will provide you with the background to the core concepts of “Big Data” and data mining with a focus on business activity and decision making.

In addition, you will be made aware of the fundamental difference between structured and unstructured data types.

Assessment

Assessment is by report, data analysis and visual data presentation.

Digital Campaign Planning

The main focus is to provide you with a critical appreciation of Digital Marketing, through the integration of emergent media and mobile technologies, with offline communications. You will be introduced to current and relevant examples of marketing initiatives using digital media and be encouraged to create your own marketing campaigns.

Economics for Business

This module focuses on business decision-makers and the benefits of gaining a sound understanding of the subject of economics and the analyses of economic data.

The module explores economic theories/concepts, their application to the real-world and their usefulness for explaining the changing mechanics of national and global markets and the processes of government policy formation.

Assessment

Assessment is by presentation and essay.

Employee Development

This module aims to develop your understanding of the principles of developing a skilled and talented workforce and the benefits.

You will explore the factors which influence workforce development and review the scope of learning and development in organisations.

You will also consider different approaches and frameworks for measuring the impact of workforce development and management across different organisations from a national and international perspective.

Assessment

Assessment is by individual essay and case study report.

Accreditation

This is a CMI accredited module.

Employee Relations

This module explores a range of topics around the historical and economic relationship between a business and the employee. You will consider topics including the rise of trade unions, resolving conflict, negotiation, and employee relations amongst many others.

Key HR Practices

This module aims to develop your understanding of key practices concerning human resource management and the importance of managing people.

You will examine the skills needed to manage people within various types of work organisations, as you explore:

• the theory and key principles and practices of recruitment
• selection
• retention of talent
• performance management
• and reward.

The seminars and supporting literature provide a structure to explore key HR practices within different organisations and contemporary management from a national and international perspective.

Assessment

You will be assessed by case study HR portfolio and time constrained exam with question focus provided in advance.

Accreditation

This is a CIPD and CMI accredited module.

Leadership

This module invites you to explore the challenges of leadership in organisations through a critical examination of theory, practice, and possible future directions.

It encourages you to explore effective leadership and encourages you to expand your thinking on alternative strategies as you look forward to your future role as potential leaders in organisations.

Assessment

You will be assessed by individual presentation and report.

Accreditation

This is a Chartered Management Institute accredited module.

Luxury Marketing

In this module, you will explore and appraise the concepts and principles of luxury brand development and luxury marketing.

You will use brand management tools to explore ideas around brand DNA and essence, personality, and to look at other aspects such as imagery, colour and typography which help build a luxury brand’s visual identity.

You will also cover wider aspects of marketing in the luxury sector such as digital, sport and not for profit.

Assessment

You will be assessed through an essay.

Operations Management

Operations management uses a series of processes and inputs (e.g. materials, money, and human resource) to perform operations such as manufacturing and service provision.  These operations give outputs (the finished goods and services).

This module explores how organisations effectively manage facilities, assets, and resources for the efficient delivery of consistent quality goods and services.

Assessment

You will be assessed through a case study presentation of an operational plan.

Accreditation

This is a CMI accredited module.

Project Management

This module introduces you to the essential tools and methodologies for managing an effective project, including the ‘Prince2’ and ‘Agile’ methodologies.

You will explore techniques for change management and version control and have the opportunity to explore project planning and use Project Management software.

Assessment

You will be assessed through a 3,500-word portfolio.

Purple Goldfish and the Art of Service Experience

Businesses consistently seek to improve the quality and competitiveness of their products, services, and experiences.

Many businesses now place greater emphasis on service differentiation, the so called ‘Purple Goldfish’, and on meeting the needs of an increasingly quality conscious consumer market by adding value in service and experience.

As such, this module introduces you to the principles and practices related to the development and management of customer service strategies.

Sustainable Business and Circular Economy

Businesses are increasingly recognising the range of stakeholders who may be impacted by or have influence over their business, increasing the need for greater social corporate responsibility.

This module explores this principle and focuses on businesses environmental impact and sustainable development. You will explore the concepts of the ‘triple-bottom line’ and ‘circular economy’, where not only economic but also social and environment issues are regarded as important in business planning.

You will critically explore the concept of sustainable business management by applying the topics to a range of case studies including tourism, events, and the wider business environment, at a national and international level.

Assessment

You will be assessed by creating sustainability videos and presentations.

Professional Graduate

This practical module develops your critical understanding of the concept of professionalism and how it relates to being a graduate in the workplace.

You will plan your own development towards your graduate recruitment and if you chose a one-year internship (professional placement), you will focus on applying and preparing for this placement.

The module emphasises the importance of developing your own employability and encourages continuous reflection on personal and professional development (PDP).

Assessment

You will be assessed through two assignments, a mock job/placement interview and reflective report with PDP action plan.

Accreditation

This is a CMI accredited module.

Agency Life

Many jobs in the marketing and communications industry require agency experience, especially in growing areas of digital marketing.

This module allows you to set up your own agency and work for a company to solve a marketing problem for them. This could cover anything from website testing to marketing research, branding design to social media.

You will focus on client pitches, staying on budget, working under intense pressure, and exceeding expectations.

Business Ethics and Social Responsibility

In this module, you will learn to raise awareness of the ethical considerations relevant to many business practices and issues, as well as raise awareness of corporate social responsibility.

You will be introduced to the concepts, theories and techniques used to address ethical considerations as you critically discuss current business and government policies relating to corporate social responsibility.

You will reflect on your own moral values, attitudes and behaviour and have some interesting debates and discussions in the lessons.

Assessment

You will be assessed through an interview and a portfolio.

Entrepreneurship (Business Start-Up Idea and Plan)

In this heavily practical module, you will work to develop an idea for a new small business.

You will present this to get feedback on improving the business viability and create a one-year persuasive business plan.

Your classes will focus on developing your understanding the feasibility and viability of each aspect of your business through testing and evaluation.

Assessment

Assessment is by presentation and creation of the business plan.

Entrepreneurship in Action

Build your own business

This module provides an opportunity for you to start-up your own business within a supportive environment by implementing a developed business idea.

It may be that you are already running part-time business or have a business idea and you would like to try and implement with support and already have a good understanding of business planning.

Activities could involve:

• creating a website
• making sales
• delivering events
• networking
• carrying out in-depth research
• creating social media marketing.

Even if you decide not to continue with the business idea, the knowledge and practical experience gained will equip you with entrepreneurial skills much sought after by employers.

Receive 1-1 mentoring

You will attend weekly 1:1 mentoring with the lecturer and specialist Business HotHouse staff.

Connection with ‘Entrepreneurship’ module

You can take this module alongside the Entrepreneurship module if you would like more guidance in developing an idea and business plan.

In this instance it will be like taking an entrepreneurship placement where your main focus in your final semester is developing and implementing your own business.

Assessment

Assessment is by implementation portfolio and professional discussion on how the idea is/not viable.

Global Business Today

This module introduces you to current global issues that we are hearing about in the news today that are vital for business to react to successfully compete and grow.

You will broaden your understanding of the challenges and opportunities businesses face in areas such as:

• international trade after Brexit
• political unrest
• differences in national cultures
• global inequality
• operating sustainably
• and global consumer behaviour.

Assessment

You will be assessed through creating a conference paper and presentation on one global topic of interest.

Marketing Consultancy Project

In this project you will choose a marketing topic to investigate. You could undertake a consultancy project on placement with an employer or during a taught study route at university. If you choose to complete a 10 week placement your project will usually be set in the context of your host organisation. If you choose not to complete a placement you will approach a suitable organisation as a focus for your project, or identify a specific marketing management issue you feel should be investigated.

Strategic Marketing Management

This module explores the role of marketing in strategy formulation and how marketing contributes to business success. You will gain a detailed knowledge of theoretical and practical perspectives of marketing strategy and develop an appropriate strategic marketing plan. You will make informed decisions and develop your ability to think critically about marketing scenarios.

Understanding and Designing the Web-User Experience

This module aims to develop your IT and business skills to implement effective commercial web techniques. You will critically analyse a commercial website; then identify and justify how it can be made a commercial success and implement those techniques based on the research.

Work Placement (Short)

Many of our students take this opportunity to gain valuable management experience working in an organisation and project work that appeal to you in your future career. The placement is for 10-12 weeks in semester two.

Typically, you would carry out your research dissertation whilst on placement and focus on researching the project areas you are working on and an area the organisation will benefit from the most. This module allows you to gain valuable work experience and enhance your employability which is extremely attractive to employers.

Few other universities offer a professional placement where your research dissertation aligns with your project work.

Assessment

You will be assessed through a learning log submission and an individual presentation.