MARKETING 

The module extends and develops your knowledge and ability in focusing upon, and preparing for, industry research. It introduces you to the disciplines of research techniques and data analysis, as well as the design and execution of a research project. The project can take various forms including a traditional dissertation, generating a new enterprise start-up plan, developing a business or marketing campaign or proposing new processes/systems/products/target markets. The aim is to develop your skills and expertise in the essential research tools you will need for both successful postgraduate study and as self-employed entrepreneurs or managers of the future.

In this module, you will explore drivers for consumer behaviour and decision making in today’s complex, digital and global marketplaces. You will critically examine how internal psychological processes, individual identity factors, external sociocultural influences and situational contexts shape consumer decision-making, drawing on insights from neuroscience and contemporary marketing theory. The module examines core consumer behaviour theories, while also incorporating perspectives on digital consumer behaviour, international and cross-cultural consumption, inclusive and ethical marketing and sustainable consumer practices. By exploring case studies, behavioural journey analysis, and strategic problem-solving, you will develop the skills to diagnose a range of consumer behaviour challenges (business-to-consumer and business-to-business) and design evidence-based, responsible marketing interventions. This module equips you with advanced analytical, strategic and practical capabilities, preparing you for careers in marketing strategy, consumer insights, digital marketing, brand management, and consultancy in global and socially-responsible business environments.

This module explores how digital technologies and artificial intelligence are reshaping marketing strategy. You will develop advanced skills in strategic planning, data-driven decision-making and ethical evaluation through hands-on digital simulations and real-world case studies. The module prepares you to lead responsible, innovative and future-focused marketing strategies in global digital environments.

Modern marketing leaders are required to be able to prove impact, make confident financial decisions and lead change responsibly. In this module, you will learn how to evaluate marketing performance, build budgets and business cases, and design pricing strategies that improve revenue - while integrating ESG and climate-conscious thinking. You’ll use simulations and practical tools to model outcomes, communicate recommendations clearly, and lead stakeholders through change in a fast-moving global marketing environment.

Marketing Analytics and Research Methods explores how modern marketers use data and research to make smarter, evidence-based decisions in fast-moving and complex markets. Across the module, you work with real-world marketing data and research scenarios to design studies, analyse and visualise data, and generate meaningful insights using industry-relevant analytical tools and methods, while considering ethical, social and environmental responsibilities. You’ll explore topics such as quantitative and qualitative research design, marketing analytics techniques, ethical and sustainable data practices and how to turn data into clear, actionable marketing insights that support responsible and sustainable marketing decisions. Through applied activities and practical exercises, you’ll develop the analytical confidence needed to evaluate evidence critically and communicate findings effectively. This module is ideal for those who want to strengthen their data literacy, research skills and readiness for postgraduate research or data-driven marketing roles.

This module equips you with the advanced skills needed to design and implement effective marketing strategies in today’s fast‑changing global environment. You will explore how organisations create value through strategic insight, competitive positioning and customer‑driven innovation, while engaging with real‑world case studies and contemporary industry challenges. Grounded in a global, inclusive and practice‑focused approach, the module develops your ability to analyse complex markets, interpret data for decision‑making and evaluate strategies through ethical and sustainable lenses. You will enhance your resilience, creativity and critical thinking as you work through scenarios that reflect the realities of modern marketing leadership.

Sustainable Innovation and New Product Development explores how modern marketers create products that are not only commercially successful, but also environmentally and ethically responsible. Across the module, you will experiment with design thinking, agile marketing and real‑world innovation tools to develop a new product and build a credible go‑to‑market strategy. You’ll dive into topics such as ESG, circular economy models, ethical data use and how to avoid greenwashing. Working in teams, you’ll pitch your launch plan to a mock boardroom, then complete an individual reflective review to evaluate your approach and impact. This module is ideal for those who want to lead sustainable, forward‑thinking marketing strategies in a rapidly changing world.