Course Outline

Digital Media and Marketing Platforms

• Students will explore significant developments in e-commerce and digital marketing and use this knowledge alongside industry standard skills and techniques.

Marketing Communications Theory and Practice

• This unit will introduce communication theory and its impact on practice in areas such as marketing, advertising, retail promotion, brand and public relations management and mass media communication.

Principles of Marketing

• Key marketing principles, aims, techniques and measures are introduced and explored in relation to the marketing consumer interface.

The Responsible Marketer

• This unit aims to equip delegates to understand the wider impact of business and its sustainability at both a corporate and individual level. Key topics include ethics, CSR and professional development planning.

Advertising Management

• Introduces delegates to key concepts of advertising theory and practice.

Brand Management

• Examines through practical and theoretical engagement, the theories and techniques in the management and development of brands.

Consumer Behaviour and Culture

• Key sociological and consumer behaviour theories are introduced, explored and applied at a macro and micro level to consumer as individuals and the society and culture they operate within.

Corporate and Reputation Management

• This section provides non-cognate students with an understanding of the key strategic importance of corporate reputation in organisations and the role of public relations in managing this. Key topics include corporate image and identity, corporate branding, PR tactics and campaign planning.

Research Project

• Delegates undertake a substantial project based on work experience or academic research.

Strategic Communications and Advertising Planning

• Analysing the brand and the strategic communications process.  Campaign development and marketing communications planning, taking account of current trends in the industry.

Strategic Marketing Management

• An analytical investigation into the contemporary principles related to the study and practice of strategic marketing, including aspects digital and service marketing strategies.