Macroeconomics introduces the learner to the basic principles of Macroeconomic Theory. The module considers the structure and functioning of a modern macroeconomy, particularly with respect to the relationship between the various sectors. Current indicators and forecasts of macroeconomic performance are examined including both soft and hard sources. The learner is introduced to the role and influence of economic policy, both fiscal and monetary, national and international.

1. Describe the operations of the macroeconomy.
2. Demonstrate the basic macroeconomic models e.g. the circular flow of income, equilibrium national income, the multiplier etc.
3. Describe and analyse current and projected economic performance.
4. Identify the effects on the economy of changes in macroeconomic variables.
5. Describe the role and influence of economic policy.

This module covers key aspects of understanding consumer behaviour, including types of decision-making, motivation, attitude formation, and group influences. It explores the stages of the decision-making process and how to create persuasive content, with a focus on unique selling propositions and style guides. The module has built in an industry certificate and learning takes place through theoretical and practical lectures.

1. Evaluate the different forms of consumer decision-making
2.
Describe how individual characteristics influence stages in the decision making process

3. Assess the influence of groups on the buying behaviour of individuals
4. Create and adapt content for different customer types, media and platforms
5. Demonstrate principles of effective copywriting

Learners will analyse recent advancements in marketing and apply their knowledge to a broad range of marketing technologies. The focus is to learn practical marketing skills which can be applied in any work environment. The module has built in industry certificates and students will learn from current case studies, online simulation models/tools, guest speakers and/or company visits.

1. Identify the ever evolving shift in the marketing mix
2. Assess examples of marketing practice within industry
3. Discuss some of the major marketing tools used in industry
4. Produce through open source tools, graphic and video content
5. Summarise what technology is currently in-trend from a marketing perspective
6. Examine the effectiveness of an integrated approach to marketing communication
7. Explain the role of marketing measurement
8. Assess the legal obligations in place from a marketing standpoint
9. Describe what the future trends are in marketing

This module introduces learners to essential digital marketing theories and practices. Students will explore key digital marketing channels, gaining insights into relevant tools and best practices associated with each channel. By the end of the module, learners will have a solid foundation in digital marketing, equipping them to effectively navigate the digital landscape and implement successful approaches to marketing that align with contemporary trends and consumer behaviour.

1. Explain the manner in which marketing has been impacted by digital media
2. Explain how traditional and digital media differ
3. Recognise the impact of consumer behaviour on digital marketing
4. Discuss the various digital marketing channels and outline their uses for business
5. Examine the relationship between various digital marketing channels
6. Develop digital marketing content
7. Employ best practice in the examination of digital marketing channels
8. Apply relevant tools in the examination of digital marketing channels

This module aims to enhance learners' understanding of how businesses can effectively leverage the benefits of their websites. It covers key factors influencing website performance and helps students develop the skills needed to assess and improve these elements. Upon completion, students will be able to apply both theory and practice to develop effective website strategies. Addressing analysis, optimisation and analytics, they will gain new insights into the capabilities of a strong website strategy, contributing to business success in the digital landscape.

1. Recognise the importance of search marketing
2. Explain responsive design and why it matters
3. Discuss the role of content management systems
4. Demonstrate a capability of SEO
5. Examine the topic of analytics and how it can aid decisions around web performance
6. Explore the marketing opportunities that a website presents
7. Identify the plugins available for businesses
8. Explain the role that website performance has on other areas of marketing e.g. email marketing, social media

This module provides students with a knowledge of current trends and developments in talent management. The module examines the theories and concepts of talent management and aims to equip students with a working knowledge and understanding of areas including talent acquisition, retention, performance and progression.

1. Discuss the role of talent management in supporting the strategic objectives of organisations in differing business environments
2. Apply theories and concepts relevant to talent management in organisations
3. Assess the role that talent management plays in employer branding in the modern workplace
4. Evaluate the challenges and opportunities pertaining to the acquisition and retention of talent in the workplace
5. Appraise the techniques and theories utilised to consider performance and compensation

In this module learners will become familiar with the methods by which consumer insight is generated. They will develop an appreciation of the variety of internal and external sources of secondary data and the means by which they can inform marketing strategy. They will learn about the research design process and appreciate the unique contributions of qualitative and quantitative methods in generating consumer insights.

1. Identify the trends in marketing research for consumer insight
2. Appraise sources of secondary data for generating consumer insight
3. Illustrate the stages involved in the research design process
4. Evaluate the use of quantitative data collection methods in marketing research
5. Appraise the use of qualitative data collection methods in marketing research

Learners will engage with the user experience design development process through a combination of lectures and practical workshops. This module assists learners to evaluate models in the areas of design thinking, open innovation and developing an entrepreneurial mindset. Learners will develop an appreciation on the importance of understanding user experience.

1. Demonstrate and apply design thinking methodology.
2. Demonstrate strategic insights into innovation theory and be able to apply it to an organisational setting
3. Evaluate the importance of user experience in the digital age.
4. Adopt a customer-oriented perspective by developing user personas
5. Illustrate how behavioural economics is relevant to businesses in particular decision making and marketing.
6.
Identify and evaluate the user scenarios and their journey

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