This module aims to introduce project management skills to marketers to aid strategic planning and develop an advanced understanding of the unique dimensions of marketing in SMEs. Graduates will be equipped with the relevant knowledge and skills necessary to develop an entrepreneurial marketing enterprise, and negotiation skills. It will lead graduates through the necessary stages of strategic marketing planning in a practical way.

1. Plan, Organise, Coordinate and Control a strategic marketing project
2. Incorporate new marketing thinking into the SME environment
3. Critically evaluate the key influences of the global marketplace on the marketing activities of SMEs
4. Incorporate negotiation skills into their business skills portfolio
5. Prepare and present a marketing plan for a new SME venture
6. Develop personal and team working interpersonal skills

This module equips the learner with the necessary skills to analyse and interpret data for informed decision-making. In the Data Analytics module, students will use software to practically apply key techniques and methods including descriptive analyses, data visualisation, hypothesis testing, regression, time series forecasting and data mining. Learners will then communicate the findings of their analyses effectively. They will also learn to effectively communicate their findings, transforming raw data into actionable insights to help improve organisational outcomes.

1. Conduct descriptive statistics to summarize the data main characteristics
2. Use graphs and data visualisation techniques to describe the data
3. Conduct inferential statistics to make inferences based on a data set
4. Apply regression analysis and time series forecasting for prediction
5. Apply data mining techniques to extract useful information from a large amount of raw data
6. Work with data analysis software such as Tableau, Excel and/or SPSS to facilitate the data analysis process.

This module equips learners with a critical understanding of business research practices and methods. Through addressing key research questions, students will gain the knowledge needed to develop a project report or dissertation. After completion of this module, learners will be able to develop and refine a research topic, critically evaluate relevant literature, assess various research methodologies, appraise sampling approaches, and present a comprehensive research proposal.

1. Develop and refine a relevant research topic, articulating associated research questions, aims and objectives.
2. Critically evaluate and present literature pertaining to an identified research topic.
3. Critique the various research methodologies available to the researcher, assessing the appropriateness of methodologies in light of research questions, aims and objectives developed.
4. Appraise the sampling approaches available to the researcher
5. Develop and present a research proposal.

This module equips learners with a comprehensive understanding of the customer journey and the channels and techniquest that influence the customer across this journey. Focusing on adopting a strategic approach, the module emphasises the role of the customer experience, content and channel management in achieving marketing objectives.

1. Examine the role of technology and experience design in the evolution of marketing communications
2. Appraise the impact of consumer behaviour in the development of omni-channel marketing communications strategy
3. Critically evaluate relevant frameworks in the development of an omni-channel marketing communications strategy
4. Design personas and associated customer journey maps
5. Critically evaluate the channels available to the marketer in developing omni-channel marketing communications strategy
6. Appraise the role of content in the development of an omni-channel marketing communications strategy
7. Evaluate how content can be adapted for selected channels
8. Develop an omni-channel marketing communications strategy

The aim of this module is to advance learners digital marketing skillset. The module will examine key digital marketing channels, enabling learners to appraise how these channels can aid in the development of marketing objectives. In this module, learners will acquire an in-depth understanding of the tactical tools that may be applied to implement strategy.

1. Demonstrate the importance of adopting a customer-centric approach in digital marketing
2. Audit the digital marketing activities of the firm
3. Propose how the digital marketing activities of the firm may be enhanced
4. Appraise the suitability of various marketing channels and technologies in the achievement of objectives
5. Assess the various digital marketing tools available to the marketer, judging when to applying these tools
6. Intepret and relate output from digital marketing tools in a meaningful manner to the activities of the enterprise
7. Develop relevant digital marketing campaigns
8. Formulate relevant KPIs in the management of digital marketing campaigns

In a rapidly changing world, people in all sectors need to think more creatively, innovatively and entrepreneurially in order to make effective decisions, improve existing organisations, develop new ventures and create sustainable solutions. In this module, learners will evaluate the key issues pertaining to innovation and entrepreneurship and develop an appreciation of the various innovation methodologies. The learner will develop an appreciation of the complexities of both innovating and starting new ventures and intrapreneurship. The module seeks to equip students with the skills to identify and evaluate business opportunities, generate innovative ideas, and apply entrepreneurial approaches to problem-solving. It aims to enhance students' ability to create value in dynamic environments by fostering creativity, risk-taking, adaptability, and resilience, while also emphasizing the importance of innovation in driving organisational growth and success.

1. Critically evaluate innovation processes
2. Evaluate the complexities involved in managing people for innovation and creating a culture of innovation
3. Critically appraise the ideation process
4. Evaluate the complexities involved in new product/service development
5. Appraise how the entrepreneurial mindset can affect an individuals ability to create and transform organisations particularly in turbulent times.
6. Critically evaluate alternative values and approaches to intrapreneurship
7. Develop and redesign working processes and/or product and services, demonstrating an ability to think entrepreneurially in the context of established organisations

This module aims to provide the learner with an advanced understanding of how the sales function is managed within a marketing environment. It provides the learner with an ability to critically appraise the effectiveness of the sales function as an element of the firm's overall marketing strategy.

1. Critically evaluate the sales environment in which a firm operates
2. Differentiate and evaluate methods by which strategic competitive advantage can be obtained within the sales environment
3. Examine and develop appropriate management strategies for the sales force
4. Determine and Demonstrate specialised sales techniques for given environments
5. Critically evaluate the role of sales management as a distinct form of marketing communication

This module helps learners understand the evolving nature of consumer behaviour in both physical and digital markets. Students will explore theories that predict consumer behaviour and create compelling marketing appeals. They will apply these principles to devise persuasive marketing strategies, enhancing their ability to influence consumer decisions effectively.

1. Critically appraise theories of planned behaviour
2. Appraise persuasion techniques employed in on-line and off-line environments
3. Critically reflect on the ethics of consumer persuasion practices
4. Demonstrate a critical awareness of global consumer behaviour trends
5. Devise a persuasive marketing appeal targeted to one segment of a market