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MN-2069
The Customer Experience
Recognising the motivations and expectations of the modern consumer is at the centre of all good marketing. Understanding consumer behaviour and empathising with the customer experience are key. This module is designed to provide an introduction to consumer behaviour within the marketing context. We will look at the critical driving forces which influence consumer behaviour ¿ including memory, attitude, decision making, satisfaction, loyalty and new technologies ¿ and uncover insights around touch-points within the customer journey.
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MN-2070
Marketing Research
This module examines both the theoretical and practical sides of the marketing research process by familiarising students with the key principles, methods, and practices of marketing research. It is designed as a platform for all following marketing modules (including the dissertation or final year project) and to equip participants with the knowledge to be able to design and implement sound marketing research projects in a commercial environment. It precedes MN-2520 Business Analytics, which provides additional training in the analysis, interpretation and presentation of quantitative data.
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MN-2570
International Marketing
The module provides an overview of the key concepts in international marketing.
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MN-2576
Integrated Marketing Communications
This module builds on MN-1016, providing the necessary knowledge and understanding of a core marketing activity. Integrated marketing communications (IMC) is an essential element in the strategic marketing plan. IMC aims to establish, deliver and maintain consistent and effective communications with an organisation¿s stakeholders. However, in today¿s fast moving, changing environment this can be challenging to achieve. Therefore, a good understanding of IMC is critical to business success. This module enables students to study essential concepts within IMC; to build coherent and consistent brand messages; and, to apply theoretical knowledge into practical skills.
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MN-3516T
Marketing Ethics
This module will explore a range of ethical issues in marketing theory and practice. Specifically, the module will examine issues concerning the ethics of markets and marketing, ethical marketing and decision-making, ethical consumption and the ethics of consumption, power relationships between producers and consumers, as well as ethical philosophy and frameworks that facilitate the analysis of ethical issues in marketing.
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MN-M052
Integrated Marketing Communications
Integrated marketing communication (IMC) is becoming pervasive both in the marketing discipline and in marketing activities. IMC aims to establish, deliver and maintain consistent and effective communication with stakeholders. However, as the module will discuss in details, this is challenging and not easy to achieve. The module enables students to study essential concepts with in the IMC subject area; to build coherent and consistent brand images; and, to apply to theoretical knowledge into practical skills. This will be achieved through a mixed approach of assessment methods.
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MN-MB05P
Creating Sustainable Value
The module combines case-based teaching with an introduction to the key MBA fields of technology management, operations management and marketing. The module takes an integrated approach to managing key aspects of technology, operations and marketing activities within an organisation. Rather than proceeding along conventional MBA disciplinary lines, as this method can often obscure the fundamental connections between them, the module takes a holistic approach to the way value is perceived and realized.
This is a case-based module, organised around the evaluation of management and business practices for enabling sustainable competitive advantage. Recognising that sustainable development in all its forms is a dilemma beyond the capacity of any single organization, business or state to meet, this module draws on the UN Sustainable Development Goals to guide a flexible and topical curriculum that can keep pace with international news. We will give students an experience where the various perspectives that derive from their own professional experience, cultural and national diversity and traditional MBA fields are brought to bear on cases of the challenges of economic and social sustainability.
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MN-MBA05
Creating Sustainable Value
The module combines case-based teaching with an introduction to the key MBA fields of technology management, operations management and marketing. The module takes an integrated approach to managing key aspects of technology, operations and marketing activities within an organisation. Rather than proceeding along conventional MBA disciplinary lines, as this method can often obscure the fundamental connections between them, the module takes a holistic approach to the way value is perceived and realized.
This is a case-based module, organised around the evaluation of management and business practices for enabling sustainable competitive advantage. Recognising that sustainable development in all its forms is a dilemma beyond the capacity of any single organization, business or state to meet, this module draws on the UN Sustainable Development Goals to guide a flexible and topical curriculum that can keep pace with international news. We will give students an experience where the various perspectives that derive from their own professional experience, cultural and national diversity and traditional MBA fields are brought to bear on cases of the challenges of economic and social sustainability.
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MNXN013
Planning Campaigns
This module covers the planning of effective marketing campaigns and the processes for developing relevant marketing activities to influence customers. The module comprises of three units: the first unit develops knowledge about the campaign planning process; the second unit develops the skills and knowledge to prepare and implement an effective marketing campaign plan; and the third unit develops knowledge and application skills to measure and monitor the results of marketing campaigns.
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MNXN015
Innovation in Marketing
This module develops knowledge and skills to both understand digital innovation approaches and embed innovation throughout the marketing function. The module covers three units: the first unit develops knowledge and understanding about factors influencing innovation and disruption; the second unit develops skills in evaluating options and building business cases for marketing innovation; and the third unit develops planning skills for implementing innovative marketing and communications to support the launch of marketing innovations.