Accounting and Finance for Business (PR) (Semester 1)
Accounting and Finance for Business introduces you to key accounting and finance topics. You will be introduced to financial statements, and use a number of case studies to understand the role of finance in the business environment.
Branding and Advertising Essentials (Semester 2)
The aim of this module is to provide you with grounding in branding and the role that advertising and marketing communications plays in supporting the brand. It also lays a foundation for your future advertising and marketing study.
Marketing Principles and Practice (Semester 1)
The aim of the module is to provide you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business. This will develop into a wider understanding of the differences between the operational role of marketing and how it is applied as an organisational focus.
Business Analysis (Semester 2)
The module is designed to help you develop a range of statistical and computing skills that will be valuable to you during the course of your academic programs and in your future career in business. Although there are no pre-requisites for this module it is assumed that you have basic mathematical skills.
Contemporary Business Issues (Semester 1)
This module prepares you for the academic study of business by developing knowledge of contemporary and emerging business issues to support your personal, academic and professional development to prepare you for work in the modern business environment.
Economics (Semester 2)
The aim of the module is to introduce you to the fundamental economic issues stemming from the scarcity of resources. The relationship between business and the economic problem is analysed by means of micro and macro-economic models to equip students with an understanding of decision-making at the levels of the market, the firm and the nation.
Digital Marketing (PR) (Semester 2)
The aim of the module is to develop your practice, knowledge and professional skills across a range of digital marketing tools and appreciate the implications of digital marketing planning in both business to consumer and business to business markets.
This will help you understand the nature and role of digital marketing on the whole marketing function and explore the implications and effects of digital marketing for the design and development of the modern marketing. As part of this you will also need to appreciate the ways in which digital media and marketing activity can be monitored and evaluated to improve future performance.
E-business (Semester 1)
The aim of this module is to explore the business paradigm shift that arises from application of emerging information and communication technologies. The module is aimed at anyone wishing to gain an understanding of business activities and interaction between business and the business environment (customers, suppliers…) and how technologies can be deployed to enhance these activities.
Work Based Learning (Semester 2)
The aim of the module is to develop your skills in seeking and obtaining a work placement or internship of a minimum of three weeks’ duration. It will also develop your skills in learning from work experience and applying academic learning to the work place.
Accounting for Business (CMI) (PR) (Semester 1)
Accounting for Business introduces and develops an understanding of the fundamental concepts and techniques of management accounting and applies these techniques in an appropriate way. It also develops your ability to critically evaluate the strengths and limitations of these techniques.
It demonstrates how management accounting information may be used for the purposes of planning, decision making, performance measurement and control within organisations, in order to further the organisation's strategic objectives.
Consumer Behaviour (Semester 2)
The aim of the module is to develop a critical awareness and understanding of consumer and organisational buyer behaviour and how they can be influenced by marketing activity. The module will cover three aspects of consumer behaviour. First, it will cover the psychology of the individual consumer and the roles that memory, learning, motivation and perception play in consumer decision making. Second, it will examine the social, cultural and environmental influences on the consumer. Third, it will cover the main characteristics of organisational buyer behaviour and how they differ from household buyer behaviour.
Copywriting (CIM) (Semester 1)
You will appreciate the wider use of corporate communications and its role in building a brand image and corporate reputation and develop your written skills applicable to a range of marketing communication methods and channels. You will analyse and identify effective writing, develop good communication skills to craft and convey original and persuasive marketing messages to the target audience, appreciate how different media and platforms require a different written skills to improve communication effectiveness and explore the use style and tone of voice to communicate brand image.
Integrated Marketing Communications (CMI) (Semester 1)
The module explores integrated marketing communications as a tool for building and maintaining brands. It will give good insight into the practical processes and the strategies involved in creating such campaigns, and explores in particular the characteristics of the different communications tools available to marketing communications executives.
Market Research (PR) (Semester 1)
The module will explore the nature, scope and recent development of marketing research and its context in the marketing decision process.
A range of both primary and secondary data sources as well as quantitative and qualitative research techniques will be explored, evaluated and contextualised. For example, government and commercial sources of data and the use and design of questionnaires, focus groups and in-depth interviews will be used to demonstrate various aspects of the research process.
In line with current practice the use of current information technology software will be introduced in order to facilitate data analysis and presentation.
Social Media Marketing (PR) (Semester 1)
The module will develop your critical understanding of the main activities involved in designing and implementing marketing communications using social media and online marketing. It will explore the activities and implementation of the social media and online marketing for companies. You will create the basic elements of an effective website and explore online communication using digital media channels such as search engine marketing, online public relations, affiliate marketing, display advertising, e-mail, social media and viral marketing. Finally, the module will examine the procedures used for monitoring and measuring the effectiveness of digital campaigns with a focus on Google Analytics.
Brand Management and Communication (Semester 2)
The aim of the module is to develop in students an understanding of the theory and practice of brand management and communication in the modern enterprise. The module aims to develop in students a critical perspective on brands, their social and cultural impact in the developed world, and the ability to apply this knowledge to the brand planning process.
Business Ethics (Semester 2)
The module will consist of a broad syllabus addressing practical considerations of the nature of ethics, progressing through learning of a range of traditional and post-modern ethical theories, and the appreciation of these theories in the practical setting of modern business processes. You will study topics such as corporate social responsibility, sustainability and the environment, professionalism and integrity, ethics and technology, financial scandals, whistle-blowing and other emerging issues, by reference to case studies.
Global and International Marketing (Semester 2)
The aim of this module is to provide you with an appropriate critical awareness and understanding of marketing in a constantly changing global context. You will critically analyse the nature of international, multinational and global marketing and the ways in which the contexts in which they operate are similar to, or different from domestic marketing and examine current trends in world trade to anticipate key developments and appreciate the process of globalisation.
Individual Study (Semester 2)
The aim of the module is to provide students with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by you.
Marketing Culture and Communication (Semester 2)
This module develops your understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to their home-country situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.
New Venture Creation (Semester 1)
The module aims to provide a practical perspective on the development and planning processes involved in the creation of a new venture, either as a new business start-up or as a new product or service development within a public or private organisation setting. It aims to develop an understanding and awareness of business models underlying successful new business ventures, and the potential of business model innovation. It will explore the fundamental building blocks of a business model, the interrelationships between the building blocks and the links to the external business environment, and aims to arrive at a detailed operational and financial feasibility study that assesses the real potential of the new venture creation project.
Strategic Marketing Planning (Semester 1)
The aim of the module is to develop your understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation. By the end of the module, you will be able to apply models of internal and environmental analysis, analyse the strategic role of the marketing mix and critically evaluate the contribution of strategic marketing to the organisation.
Dissertation (PR) 40 credits (Semester 1 and 2)
The aim of the module is to provide you with the opportunity for the practical application of theory to a business oriented problem and to develop research skills.