Business and Marketing

This module allows students to understand conceptual and practical foundation for marketing studies with the Marketing Research unit. Students learn about the applications used in qualitative and quantitative marketing research methods, and their role in strategic decision making. They will also examine key steps of the research process, including problem identification, research and questionnaire design, sampling, data collection and analysis and preparation of research reports.

Consumers lie at the heart of the marketing exchange, so understanding how they think, feel, and respond to the world around them is essential for developing marketing strategies that work. This unit consequently explores some of the psychological, social, and cultural processes that make consumers ‘tick’ and shows how knowledge of these processes can be used to better market both new and existing products and services.

This unit provides an introduction to social media marketing, specifically, the role it plays in contemporary marketing strategies of businesses in today’s digital age. Social media channels, strategies and technologies will be examined. Students will understand and apply the fundamentals of social media marketing relevant to managing a business brand and their own personal brand. This unit’s assessments will require students to create engaging and effective social media marketing content and to develop a social media marketing plan. Students will also learn about the monitoring and reporting on the performance of social media platforms and social networking sites.

This module aims to allow learners to contribute to various aspects on decision-making process that influence an organization’s behaviour and improve its performance. It enables learners to understand how changes in internal and external environment impact an organization and how different management practices can help shape its response to these changes. It looks at the importance of professional ethics and its relationship to managing risk.

The unit offers a balance of sound business management practices that can be applied in a multicultural or an overseas setting. It provides insights and critical understanding of global business operations along with a body of knowledge and skills in theory and practice within the field. Students will be offered challenging and exciting opportunities to enhance their knowledge and skills in the field of international business. These skills are highly relevant to business management strategies in the new millennium.

This module imparts theoretical foundations and practical insights for effective brand decision-making. Individuals learn to devise brand and communication strategies aligned with marketing goals. Emphasis is placed on understanding the managerial relevance of branding within competitive markets and its integration into broader marketing strategy frameworks. The module equips individuals to make informed decisions regarding specific brands, fostering a comprehensive grasp of strategic brand development and its managerial significance in contemporary marketing environments.

This module review marketing communication theories and strategies and discuss the role of advertising agencies and other marketing communication. Students will apply an effective mix of marketing communication tools to convey a consistent brand message to a target market, investigate social, legal and ethical issues related to advertising, promotion and marketing communications from a multicultural and international perspective and collaborate, in a team, to design and present an integrated marketing communications plan and strategy based on the real-life industry case studies.

This module provides an in-depth exploration of advanced marketing strategies and principles. Students will explore into key areas such as strategic marketing planning, market segmentation, targeting, and positioning. The curriculum emphasizes the application of advanced marketing techniques and research methods to make informed business decisions. Additionally, the module covers contemporary topics in branding, and customer relationship management. The integration of industry trends and emerging techniques ensures that students are well-equipped to navigate the complex and ever-evolving landscape of modern marketing.