In Business and Marketing Management (Top-Up)

Marketing and Digital Strategy explores the complexities of a strategic marketing approach that every organisation needs to employ to develop and sustain competitive advantage. A critical appreciation of the external and internal elements that influence strategic decisions and how organisations create and sustain competitive advantage. The module expands the knowledge and understanding of traditional and digital marketing. A critical understanding of the strategic positioning of products and brands offline vs online. It will also assess the role of marketing from a strategic perspective.

The ability to effectively communicate with all internal and external stakeholders is key for business leaders. The business environment is in constant flux and it is important to be able to navigate this space, whilst building relationships and networks. This module will explore key communication and human resources theories and provide students with the tools to assess and develop their own communication skills.

This module will examine the role of social media, search engine and freelance marketing in targeting and communications. The module will also examine the strategic and practical application of social media and freelance platforms, with particular focus on competitor analysis. Students will gain exposure to digital marketing tools and develop capabilities in Search Engine Optimisation (SEO), Keyword Research, Search Engine Marketing (SEM) and Content Marketing. Students on this module will benefit from guest speakers who will share their knowledge and experience in the field of social media and freelance marketing.

The Professional Project capstone module is an independent study unit. Students will be able to draw together learning form their previous subjects, focusing on their key strengths, in the production of a business artefact. Alongside the artefact students will develop a written critical reflection, which is designed elucidate their rational for choice of artefact and reflect on the process of its production and dissemination.