Marketing and Data Analytics BSc Honours

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.

Introduction to Data Analytics is a foundational module that equips you with essential concepts and skills in marketing data analytics. You'll learn the tools and terminologies for data collection, preparation, and analysis techniques, exploring descriptive statistics and data visualisation. Also, ethical considerations in data analytics are emphasised, addressing privacy and responsible data practices. You will develop data-wrangling abilities and communication skills through hands-on exercises to present insights effectively. This module serves as a stepping stone, providing a solid foundation for you to navigate the data-driven world and make data-informed decisions.

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 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.

The module will analyse data mining techniques and their application in predictive analytics. You'll gain proficiency in extracting valuable patterns, insights, and knowledge from large datasets using advanced data mining algorithms. You'll also learn to apply predictive modelling to forecast marketing trends, behaviours, and future outcomes. The module covers various machine learning methods, such as classification, regression, clustering, and association analysis. By the end of the module, you'll be equipped with the skills to make data-driven predictions, aiding marketing decision-making processes in diverse industries.

This module provides you with a comprehensive understanding of the technological tools and solutions essential for harnessing the power of data in today's digital era. This module explores cutting-edge technologies and techniques for collecting, storing, processing, and analysing large datasets. You will gain insights into data management systems, cloud computing, big data analytics, and artificial intelligence applications. By the end of the module, you will be equipped with the knowledge and skills to leverage technology effectively and drive data-driven decision-making in various industries.

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.

Applied Marketing Data Analytics is a comprehensive module that equips students with the essential skills to leverage data for effective marketing decision-making. Through hands-on training, students learn to analyse and interpret marketing data, employ statistical techniques, and use data visualisation tools.

The module focuses on practical applications, enabling students to derive valuable insights from data to drive marketing strategies, enhance customer targeting, and optimise campaigns. By combining theoretical knowledge with real-world case studies, students gain proficiency in data-driven marketing practices, empowering them to excel in today's competitive business landscape.

The module draws on the knowledge gained in previous modules to consider the role of digital marketing within the development of business and marketing strategy and plans. Students will consider the integration of digital technologies and tools within the usual activities of a marketing planning department and the impact of disruptive business modes. Finally, the module will evaluate the contribution of digital marketing in digital business transformation.

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.

The module provides students with the knowledge and skills to communicate marketing insights using data visualisation techniques effectively. Students will learn to transform complex marketing data into visually compelling and engaging narratives.

The module explores various data visualisation tools, techniques, and best practices, enabling students to create impactful visualisations that convey meaningful insights. Through hands-on exercises and real-world examples, students will develop their storytelling abilities and learn to present data-driven stories that resonate with diverse audiences. This module equips students with the necessary skills to communicate marketing data effectively and make informed decisions based on data driven insights.

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.

This module examines the emergence of a new, sustainability-oriented marketing mainstream, rather than coexisting as an alternative to the conventional marketing mainstream.

You will understand the existing strengths of conventional marketing in light of the sustainability perspectives of ecological and ethical marketing, and utilise insights from relationship marketing in developing a new marketing paradigm that is based on forging sustainable, value-based relationships with consumers. This is sustainability marketing in a nutshell. Sustainability marketing needs to be considered from a global perspective as the socio-ecological issues at the heart of the sustainability agenda are global in nature. How the marketing discipline can be deployed to provide solutions to many contemporary sustainability questions, such as the depletion of the earth's resources and the trammelling of workers' rights in exploitative supply chains.