Accounting for Business (PR) (Semester 1)
Accounting for Business extends the scope of Financial Accounting for Professionals to more advanced topics in Financial Accounting. It aims to develop knowledge and skills in understanding and applying accounting standards particularly in the preparation of financial statements of entities, including groups. Understanding the theoretical framework and how to analyse and interpret financial statements are essential.
Consumer Behaviour (Semester 2)
The aim of the module is to develop in you 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, the module 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 (Semester 1)
The aim of this module is to develop your written skills applicable to a range of marketing communication methods and channels. The module will explore how to identify different writing styles, structure and tone-of-voice to create clear and easily understood messages on behalf of an organisation. You will explore how different media use different writing styles to appeal to their target audiences. The process of writing for marketing communication will include researching the story, relationships with brand owners/ organisations, writing headlines, using a brand dictionary, structure, layout, style and editing.
Developing Sustainable Enterprise (Semester 1)
The aims of the module are to introduce you to the relationship between business and the challenges and opportunities of business sustainability, and to encourage the development of enterprising skills to meet these challenges
Innovation and Enterprise Management (Semester 2)
The module will consider the role and definition of innovation in organisations of all types and sizes, including the concept of Intellectual Property and its contribution to competitiveness. It will explore the concepts and theories of innovation, the tools and techniques for innovation management and review how these are used in practice.
Project Management (APM, CMI) (Semester 1)
This module aims to examine critically the role of Project Management within a contemporary business context. It also explains how specific project management applications play an important role in producing successful business outcomes and examines the philosophies, principles, structures and methodologies of Project Management.
Retail Marketing (PR) (Semester 2)
The module introduces you to the background and context of the modern retail business. A history of retail development will be reviewed and an analysis of its impact on current activity will be undertaken, including an exploration of prevailing trends in consumer retail marketing environments. The module will examine the practical applications of the elements of the retail marketing mix. Decision-making processes and strategic choices will be evaluated in respect of a number of areas, such as retailer organisation, structure and size, location, logistics, store design and layout, in-store communication and merchandising. Special consideration will be placed on retail buyer behaviour and the influence of the store and the brand on intention to purchase.
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.
Individual Study (Semester 2)
The aim of the module is to provide you with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by the student.
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 will introduce the you to the fundamental parts of a business plan, including but not limited to the formulation of a new business idea, the assessment of market potential and routes to market, organisational and marketing implications, business structures, funding options, as well as detailed financial projections. The module aims to arrive at a viable business proposition ready for delivery.
Public Relations (Semester 1)
This module aims to develop in you a theoretical and practical understanding of the role of PR in building relationships with stakeholders and gain an appreciation of the strategic and specialist roles of PR.
Retail Strategy (PR) (Semester 2)
This module aims to develop a critical awareness of the strategic factors and operational implications a retailer needs to achieve in order to establish a clear market position in a competitive market.
Service Management (Semester 2)
The module will acquaint students with the complex demands made upon service management organisations and the challenges that staff within them face. An understanding of the environments in which they operate will be developed and an appreciation of the different constraints placed upon them will be explored. The module will exam the range of alternatives that organisations can draw from and will include an investigation into the issues associated with service management across a wide range of situations. This will include the process of servitisation, managing the service encounter, service quality, service level, customer management and capacity management.
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.