The aim of this module is to provide students with an understanding of the field of business analytics. This module will allow graduates to function in the modern business environment with the ability to operate between data scientists and management. It covers a broad range of topics, including areas related to quantitative analysis, statistics and data visualisation. Crucially, it also informs students of business performance metrics which are relevant in the modern working world. Students will learn how to engage with relevant literature, perform quality analysis and reinterpret it for application across all levels of the business.

1. Critically assess a wide range of spreadsheet functions used in a business environment

2. Demonstrate proficiency with appropriate statistical techniques, including descriptive and inferential analysis, that apply to businesses.

3. Examine and applybest practice in effective data visualisation techniques.

4. Critically reviewrelevant business performance metrics and their role in the modern business environment.

5. Critically engage withrelevant literature and report on key business insights arising from relevantanalysis.

This module will equip the learner to build and develop essential skills to research, plan, implement, create and monitor effective digital tactics to deliver enhanced marketing activities.

1. Critically examinethe opportunities and challenges associated with digital and content marketing for business performance

2. Comprehend and explore the various digital media platforms available, their limitations, and best practice

3. Illustrate the critical role of web analytics involving the collection, measurement and analysis of data

4. Contribute to the development of new digital marketing techniques, ideas or approaches

5. Contribute to the development and design of new digital marketing content using industry specific software to produce marketing material

Sales practice examines the strategic importance of sales activity for a firm. It focuses on the design and implementation of a digital sales culture within an organisation as well as on the management of a digital sales strategy. The student will learn to integrate knowledge, skills and competencies from the sales discipline in order to add value to a business offering.

1. Apply and synthesise knowledge of the role of digital sales practice within organisational and marketing strategy.

2. Assess the advantages of having a sales culture in an organisation in a digital age.

3. Comprehend the management issues in maintaining a sales strategy in a digital era.

4. Appreciate the role of strategic selling in a digital era.

5. Demonstrate understanding of the changing needs and behaviours of consumers and how this has influenced digital sales practice.

This module will demonstrate several emerging technologies to the learner and will enable the learner to develop applications thereof. The student will learn about IoT, 3D, 360° and XR technologies and will examine how these technologies are used in different types of industries. The learner will implement practical applications of each of these technologies using a variety of hardware and software.

Artificial Intelligence (AI) Technologies and Applications will be utilised and implemented, where possible, in various components of this module.

1. Appraise requirements and implement IoT applications for various industries.

2. Determine requirements and generate 3D content that can be used in a variety of applications.

3. Compare and contrast requirements and produce 360 media for a variety of purposes.

4. Evaluate requirements and develop immersive applications and experiences.

To equip the students with a variety of epistemological approaches, qualitative and quantitative research methods. To enable students to acquire the research skills for marketing practice. The learner will require the skills necessary for successful completion of the MSc in Marketing dissertation or capstone project. To develop an appreciation of research methodologies and their place in a marketing environment. To furnish the students with diagnostic, analytical and critical appraisal skills with regard to the design of research and the actual conduct of research, including issues around access and ethics. The promotion of independent learning is an integral part of this syllabus.

1. Appreciate the nature and importance of marketing research in the professionalmarketing environment;

2. Synthesise an academic literature search relevant to the proposed dissertation; or conduct an extensive secondary data search relevant to the proposed capstone project.

3. Apply appropriate research methods for collecting and analysing data;

4. Assess the strengths and weaknesses of the available research methods and conceptualise ways to combine them to compensate for their individual weaknesses for the proposed research;

5. Present a comprehensive research proposal (Dissertation proposal or capstone project proposal).

Brand Management provides strategic insights into the role and relevance of digital branding. A holistic and integrative approach covers the fundamentals of successful digital brand management. There is a focus on analysis, debate and seminal contributions.

1. Appraise the foundations and fundamentals of brand management in a digital landscape.

2. Interpret the appropriateness and usefulness of brand models in a digital era.

3. Show insight and critical knowledge into process aspects of digital branding.

4. Synthesise the transferability of brand theory into various contexts in a digital age.

5. Conduct analyses to formulate and implement a strategic approach to digital branding and digital branding effectiveness.

This module explores Digital Customer Experience, and its role within the modern business. It examines relational and experiential marketing, the expectations of the modern customers and how technology has driven these expectations. Additionally, the module assesses the use of data driven metrics which incorporate AI and other technologies to allow managers to provide the expected level of digital experience that the customer demands.

1. Examine how Digital Customer Experience is constructed and employed across marketing

2. Critically assess how technology is shaping Digital Customer Experience

3. Examine and assess the management of touchpoints throughout the customer journey across multiple platforms

4. Critically assess the role of data to drive Digital Customer Experience, including personalisation, retention and service encounters.

Design Thinking is a human-centred design methodology that provides an iterative approach to identifying and solving problems. The research-based method integrates the needs of people, the possibilities of technology, and the requirements for a viable business success model, to design innovative solutions that benefit all project stakeholders.

1. Determine project tasks and stakeholders.

2. Conduct project specific research through interviews, usability tests, etc.

3. Interpret research and define specifications to ideate solutions.

4. Experiment by building prototypes to validate solutions.

5. Evolve and present prototypes through research participant feedback.

This module enables the learner to acquire knowledge, and to develop skills and competencies in strategic marketing. The module explores contemporary issues with a focus on planning, organisational and relational aspects in marketing from an national and global perspective. Learners will evaluate the essential role that marketing plays in business success, and, its impact on commercial achievement. Contemporary theoretical development is merged with applied insight. The student will investigate the commercial perspectives that relate to strategic and global marketing practice.

1. Apply strategic marketing planning skills in a variety of businesses.

2. Assess and critically analyse the effect of the externalenvironment on a business.

3. Investigate the importance of consumer analysis and competitive analysis in developing business strategy.

4. Critically assess the role of the global marketing mix in a rapidly changing business landscape.

5. Evaluate the impact of strategic marketing on organisational effectiveness.

6. Interpret the strategic role of relationship marketing and management in marketing practice.

This module raises awareness of key issues of marketing in society. There is a duality of approach with a focus on theory and practice. Students are brought through an analytical review of the foundations, current and future status of marketing. The areas of CSR and sustainability are explored within the discipline and practice of marketing. The future development of the role and practice of marketing in society are synthesised. There is reference to marketing as a social entity, that may have a case for professional status that has an impact on society. The impact of stakeholder relationship management is evaluated.

1. Critically evaluate the role of marketing in society.

2. Reflect on the theoretical development of marketing.

3. Appreciate the impact of CSR and Sustainability on the strategic and integrative role of marketing as a social entity.

4. Analyse and interpret how CSR and Sustainability relates to the marketing profession.

5. Reflect on the adaptation of marketing from transactional to relational.

The dissertation phase of the course aims to facilitate the student in drawing together the various aspects of the taught course with the academic skills developed and through engaging in a particular aspect of critical marketing study, relate the conclusions of their own area of practice. The aim of this module is to enable students to undertake an ordered and critical investigation of the chosen research, which will demonstrate their ability to work independently at masters level, both in preparing and presenting their dissertation and subsequently.

This process is designed to develop the skills and expertise required to facilitate the continued professional development of the student. The dissertation will therefore, be indicative of the students research potential and will demonstrate an ability to extend the existing body of knowledge in the chosen field.

1. Demonstrate originality in the application of knowledge and a practical understanding of how established techniques and enquiry are used to create and interpret knowledge;

2. Develop analytical and critical appraisal skills that illustrate a conceptual understanding enabling the student to evaluate methodologies and, where appropriate, propose a new hypotheses;

3. Demonstrate a clear reflective process, which enhances the student’s own professional and personal development as a reflective, innovative practitioner able to approach practice as a dynamic agent for change;

4. Select a contemporary marketing issue, determine Masters level research objectives, undertake a critical literature survey, set up an appropriate research design and deploy the chosen methods;

5. Utilise appropriate concepts, theories and techniques, collect, analyse and present the data, qualitatively and or/quantitatively and draw appropriate conclusions,

6. Present research in the form of dissertation to Masters standard in which research findings are communicated clearly, concisely and effectively;

The capstone project aims to facilitate the learner in drawing together the various aspects of the taught modules with advanced marketing practitioner skills. The capstone project should clearly demonstrate applied knowledge at the forefront of marketing.

The student is required to complete a critical investigation of an area of marketing practice, which will demonstrate their ability to work independently as Masters level. This process is designed to develop the skills and expertise to facilitate the continued professional development of the learner.

1. Select a contemporary applied marketing problem, determine Masters level objectives, review relevant secondary data, generate an appropriate research design.

2. Complete a review relevant secondary data;

3. Generate an appropriate research design;

4. Carry out primary data collection;

5. Complete data analysis;

6. Present research findings