Marketing Communications with AI Integration BA Honours

This module is designed to introduce content creation with AI in generating innovative ideas and expressing them by combining copy and visuals to reinforce the message. Covering art direction and copywriting concepts and theory, you'll learn how to develop the visual and written aspects of a campaign, taking into account relevant regulatory contexts, in order to communicate a proposition using traditional and generative AI methodologies. The work will be developed in response to a brief relating to one of the UN’s Sustainable Development Goals.

This is an excellent introductory module for anyone considering a career in Marketing, or the wider marketing communications industry and is suitable preparation for the professional qualification, the IDM Award in Digital Marketing. The module lays the foundations for other marketing modules at L5 and L6 and further professional qualifications.

This module lays the foundation for further study in marketing for those students on one of the three Marketing degrees. It gives an overview of the marketing function and some insight into its practice and associated ethical issues. Examining the range of uses of marketing in different types of organisations, students become familiar with investigating the overall socio-economic and business contexts in which marketers operate. The module introduces themes that will be developed in subsequent modules, such as consumer and organisational buyer behaviour and some of the ‘tools’ available to marketers.

This module develops your understanding of the academic and transferable skills required to successfully complete your undergraduate studies, and how these can be used to develop your employability. The module provides guidance and feedback on a wide range of academic and transferable skills, as well as supporting you in the creation and development of your own professional profiles. The module aims to encourage you to recognise how to conduct yourself professionally and ethically within the contemporary education and workplace environments.

This module aims to provide a good understanding of consumer behaviour concepts, theories, and how marketing managers utilise them to design their marketing strategies in order to influence consumers’ decision-making process in their product and/or service purchase process. The application of consumer behaviours will be examined in the context of Business to Consumer (B2C) and Business to Business (B2B).

This module explores the intersection of advertising principles with AI technologies and delves into the different facets that comprise the advertising industry – from management to creativity. Learning in the module takes a practical, agency-led approach, meaning you will develop key skill sets and gain an understanding of what it is like to work in and navigate this dynamic industry.

This module focuses on consumer behaviour theories and research strategy with reference to contemporary and future consumer trends and opportunities offered by both offline and digital environments. Any company needs deep and meaningful insights into the way customers and consumers think, feel and behave to better provide goods, services and improve customer experience and design the consumer journey. Thus, you will learn the fundamentals of primary and secondary research with a major focus on online research in order to investigate and develop consumers and insights which inform marketing decision-making.

One of the requirements of an effective manager is the ability to handle numerical information. The aim of the module to provide a solid foundation in marketing metrics measurements and analytical skills that managers require to arrive at meaningful conclusions and make informed decisions.

Within marketing metrics students will inspects metrics associated with elements of the marketing mix as applied to different industry sectors that would develop them to be professional marketing decision makers, who know what to measure, how to measure and what to apply. In addition to that, the module will introduce the students to analytics and its association to marketing, to show the importance of the use of statistical analysis to make decisions on data generated from the environment, operations, finance, and marketing.

This module focuses on the development of the digital marketing communications mix. You'll learn how to plan, optimise and evaluate a communications campaign using paid, owned and earned media channels across the customer journey.

The Finance for Marketing Managers module introduces the fundamental principles of financial management and accounting, enabling marketing managers to interpret and apply financial information in their marketing decision making. This will help enable the student in planning, deploying and evaluating resources, with a particular focus on budgeting and reporting of financial measures.

It might be said that markets are people, and people are not the same everywhere. This module considers the cultural aspects of consumption within the context of globalisation and the strategic implications of engaging consumers globally. Organisations may engage with international markets online, requiring them to develop e-commerce strategies. This offers challenges in terms of e-commerce technology, compliance and providing security to consumers.

This module provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It will raise your awareness of the significance of B2B marketing in modern economies, in both local and global contexts.

The module shows that B2B marketing is about managing the complex network of buying and selling relationships between organisations. The module includes detailed learning outcomes on the role of individual managers and the organisations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management and supply-chain ethics.

The material in this module includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets.

This module addresses challenges and opportunities organisations encounter in creating, marketing, and delivering high-quality services. The seminar sessions will mainly be case-based learning, with lectures to highlight key theories, concepts, and frameworks. This module is designed for individuals who manage, or aspire to manage, professional practices in areas such as airline, tourism and hospitality, finance, and retail.

This module is designed for anyone considering a career in Digital Marketing or the wider marketing communications industry and is suitable preparation for the professional qualification, the IDM Certificate in Direct and Digital Marketing Principles. Applied in nature, the module provides an opportunity for you to participate in creating, planning, testing, and measuring a digital marketing campaign by emulating a digital marketing agency and incorporating generative AI into workflows.

The module is the culmination of the degree programme. It brings together many of the skills and knowledge learned throughout the course. Much of the learning on the module takes place as you complete a flexible assessment, either a dissertation or negotiates either a Consultancy Report or a Creative Project addressing a defined business problem. All routes require you to review the literature and design and carry out primary research to gain insights into the problem before defining and developing the solution.

This module is for anyone considering a career in Marketing Communications as it is designed to deliver some of the employability skills needed by the marketing communications industry. It gives students a clear understanding of the way that all the Marketing Communications (Marcoms) mix disciplines – Advertising, Sales Promotion, PR, Direct and Digital, Personal Selling and Sales management – can and should be made to work together. Drawing on knowledge of Buyer Behaviour as well as the content of the individual Marcoms modules already studied, this module focuses on the final integration necessary to maximise the cost-effective achievement of marketing communications objectives (and thereby marketing objectives).

The module balances B2B and B2C marketing, covering promotional, experiential, customer relationship, and retail media marketing. It emphasises understanding organisational structures, highlighting marketing’s role and integration with other departments like sales, NPD, and supply chain. The selling function is explored as a critical element, aligned with marketing, to drive customer engagement and business success. Real-world briefs in workshops and seminars ensure practical application, focusing on cross-functional collaboration. Selective AI use supports data-driven insights while fostering creativity. Students gain technical expertise and vital soft skills, preparing them for work-ready roles in diverse organisational contexts.

This module aims to provide you with a comprehensive understanding of current practices and theories in Marketing Communications (Marcoms) within a global context. The module builds on knowledge from previously studied modules and provides a broad understanding of international marketing communications, where cultural and market environment differences can act as barriers in the global business environment for international marketing communications managers in their campaign designs.

This module focuses on organisations operating in many countries (MNCs). It examines the challenges facing them in a globalised marketing environment and the tools they use to plan, implement, manage and control their marketing activities.

This module provides a comprehensive and holistic understanding of luxury brands, grounded in academic theories of luxury and luxury consumption. You will focus on understanding the differences in the management strategies for a luxury brand in a cross-cultural setting where luxury goods and experiential services are available.

Perspectives on luxury brand and product management will be explored to ensure the essence of luxury brands is understood. Luxury consumption from the consumer's perspective, including perception and consumption behaviour, will also be explored to determine the characteristics of luxury brand consumers across different cultures and markets. The analysis of market and consumer trends plays a vital role for luxury brands to adapt in this turbulent marketplace.

This module helps you build a practical working knowledge of brand management, how brands work, and how brands are developed and managed to help organisations achieve their goals. Through engagement with a range of key brand theories, models and concepts, you'll apply these to analyse current brand issues and suggest solutions to brand management challenges.

Innovation and new product development are critical to organisations in order to stay competitive in a fast-moving world where customer needs are constantly changing. This module provides you with a knowledge of the practice and application of theoretical concepts that underpin the nature of products, including goods and services, their importance to organisations and the management of the (new) product development process.