This module aims to develop an understanding of the cross-cultural issues relevant to marketing practice in the global environment. It addresses global issues and concepts pertaining to marketers of all levels of involvement. The Global Marketing module provides students with a knowledge of marketing strategies and practices in a global context.

1. Assess the implications of cultural differences and nuances across the areas of global marketing
2. Discuss the complex nature of the global marketing environment
3. Apply marketing theory, tools and techniques to global marketing environments across a range of global marketing contexts and scenarios
4. Differentiate the process of conducting cross-cultural marketing research
5. Evaluate global brand development and social media branding in a global context
6. Assess how global marketing strategies can be implemented in different cultural contexts
7. Describe how businesses at various levels of global involvement, address their cross-cultural marketing issues
8. Display a knowledge of current best practice in global marketing strategies

This module will provide the learner with a full appreciation and understanding of the role of psychology in the workplace. It will enable the learner to evaluate the factors which influence the behaviour of individuals and teams in the workplace and to give an insight on the impact of behaviour on the organisation. The module will examine motivation, the nature of teams, how they work, their importance in organisations and how to manage teams effectively. Finally, it will provide the learner with an in-depth understanding of the various interpersonal processes which people engage in and how these are structured.

1. Recognise the organisational context in which people work and the appropriateness of existing structures
2. Examine the various factors impacting the behaviour of individuals in the organisational setting
3. Develop and manage teams to add value to the organisations activities and deliver effective results
4. Develop effective strategies for enhancing performance of members of the organisation including the application of theories of organisational behaviour
5. Examine the nature of interpersonal interaction and devise the most appropriate strategies to employ

The Digital Business module provides students an in-depth exploration of the integral role of Information Technology (IT) and Information Systems (IS) in shaping contemporary organisations. Students will examine the transformative impact of digital collaboration, Industry 4.0, and emerging technologies on the workplace and business practices. Additionally, they will gain practical experience in using software applications to support decision-making within an organisational context.

1. Discuss the role played by IS/IT in modern organisations.
2. Evaluate new and emerging technologies and the value they can bring to the organisation.
3. Examine the growing importance of data as an organisational asset
4. Recommend approaches and strategies to address cybersecurity and privacy issues.
5. Consider ethical and environment issues with respect to digital business
6. Propose IS/IT solutions aligned to business objectives.
7. Use a spreadsheet application competently to model common business activities to support management decision making.
8. Participate in class discussions with peers and with the lecturer.

The Decision Making for Marketing module equips students with tools and techniques to support and enhance marketing decision-making. Learners will explore decision-making processes and behaviours as they relate to marketing management. Statistical methods and other decision-making tools will be applied to support marketing strategies, generate customer insights, and assist in making decisions under conditions of uncertainty.

1. Explain the process of decision-making and its applications in marketing management.
2. Use statistical techniques for customer insights and market analysis
3. Use Multi-Attribute Decision-Making techniques to select and support marketing strategies.
4. Use quantitative and qualitative decision-making techniques to extract and analyze customers’ needs and manage diverse data.
5. Use decision-making techniques under uncertainty conditions for marketing problems

In this module, students will explore the integration of methodological decisions within a marketing research framework. Through collaboration with industry, they will gain practical experience in conducting a marketing research project for a real-world business. The module focuses on developing key transferable skills, including research design, data analysis, and professional report writing. Learners will be well-equipped to address marketing research challenges, providing valuable insights and recommendations to firms.

1. Synthesise relevant literature in the form of a literature review
2. Devise a comprehensive marketing research methodology
3. Execute a data collection plan
4. Demonstrate proficiency in using SPSS or NVIVO to analyse data
5. Analyse and interpret primary research findings
6. Draw complex information together and make recommendations for the business
7. Present primary research findings to diverse audiences
8. Critically reflect on the process of carrying out a marketing research project

This classroom-based module focuses on mapping the customer journey, exploring phases of the customer experience, and managing customer perceptions and emotions. Students learn about strategic brand analysis, along with building a strong brand identity and value proposition. The module also emphasises brand positioning, ethical branding considerations, and methods for monitoring brand performance.

1. Illustrate how a customer moves through their purchasing decisions
2. Demonstrate how branding integrates with other marketing areas
3. Explain the influences of competitors on brand management
4. Illustrate how a brand identity can be created
5. Demonstrate how to build brand credibility and customer trust
6. Analyse how a brand can be positioned and how to measure brand performance

This module integrates marketing concepts and theories into coherent market strategy formulation. These marketing concepts and theories are developed by students at a strategic level and applied in practice through the utilisation of case studies. This module is case study based, where assessment consists of presentations, case study analysis, group work and class discussions.

1. Appraise concepts and theories of strategic marketing strategy from an ethical perspective
2. Evaluate the approaches to strategic market segmentation, targeting and positioning
3. Evaluate the role of marketing mix planning in the context of strategic marketing plans
4. Analyse the current marketing situation of a real life organisation
5. Develop and j ustify a chosen marketing strategy and its implications
6. Critique strategic marketing decisions taken by others

Strategy is increasingly important for businesses as they determine the path to follow in an increasingly difficult and dynamic environment. This module aims to provide the learners with the how, what and why of strategy development and to provide them with the ability to understand strategy at a pragmatic level.

1. Describe and discuss strategy terminology
2. Comment critically on a variety of concepts, models and techniques and theories that underpin strategy development and implementation
3. Use strategic tools and frameworks to assess and evaluate a chosen organisation
4. Recommend and defend both business and corporate strategy options for a chosen organisation
5. Examine the key organisational challenges faced in the development and implementation of strategy
6. Comment on the ethical and social responsibility considerations to be borne in mind whilst developing strategy
7. Work effectively and ethically as a team member showing the ability to take responsibility at an individual and team level
8. Participate in class discussions with peers and with the lecturer and be an effective communicator both verbally and orally