Creativity, enterprise and innovation
The module focuses on the rapidly changing world around us, it is imperative that students are able to think creatively, problem solve and create advantage for themselves (be entrepreneurial) and for the businesses they may work for (be intrapreneurial). The module encourages students to question what they see and experience around them with an aim to enhance their creativity and to discover new and improved ways of doing things. This module is to be taught alongside the Curiosity, Creativity and Research module. This will enable deeper exploration of entrepreneurial ideas within a wider research context with the potential to develop these ideas into a Capstone Project and beyond.
Curiosity, creativity and research
This module introduces students to the research process, the mind-set of the researcher and in particular to the idea of creativity in research and what it means to be a ‘creative researcher’. In this module, students will identify potential topics for their practice-based dissertation and explore these with the aid of creative thinking techniques. In this way their research ideas can be refined and expressed in terms of clear research questions and objectives making use of the relevant literature and theoretical concepts. This module is to be taught alongside the Creativity, Enterprise and Innovation Module. This will enable deeper exploration of entrepreneurial ideas within a wider research context with the potential to develop these ideas into a Capstone Project and beyond.
Contemporary marketing theories and concepts
Students will explore the ways in which firms develop and maintain competitive advantage to create value in a changing business environment, while consistently managing their brands. The module considers marketing theory in a range of contemporary settings from entrepreneurial start-ups, industrial manufacturers and global brands, but the focus of the module will be on a detailed brief from which students will develop an actionable marketing plan.
Cross-cultural consumer behaviour
In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. As marketers enter new international markets, an understanding of how culture influences consumer buyer behaviour will be crucial for both managers and consumer researchers. This module will examine how culture impacts on the consumer and buyer decision-making process; practices to enable a greater understanding of how culture can influence marketing strategy in the globalised environment.
Corporate strategy for marketing
Corporate marketing strategy is the manner in which a company optimizes value from its products or services. In a general sense, a corporate marketing strategy is a plan to aid a company in carrying out its mission while achieving particular marketing goals. This module therefore lays out the fundamental steps to formulate effective strategy, beginning with establishing a corporate strategic position, developing strategic choices and identifying marketing action plans. Running through the module is an emphasis on measures to assess and monitor performance.
Marketing management and planning
This module is designed to equip students with a systematic and critical understanding of strategic marketing management and marketing planning. All levels of marketing planning: strategic, operational and tactical will be covered in this module. By the end of the module, students should have a critical understanding of the relations between strategic marketing planning and corporate strategy.
Research in action
The module focuses on the nature, approaches, methods, tools and techniques of research within relevant disciplines from the business environment. In doing so it attempts to develop the skills and knowledge required to complete Master’s level research where the emphasis of the research is in improving aspects of business process and business practice. Thus the module is practically oriented towards the completion of a research proposal that will form the basis of the final practice-based project module.
Management consultancy in a global environment
This module is designed to develop professional consultancy skills by studying organisational structure and culture, situational analysis and diagnosis, communication strategies for consulting and group dynamics. Focusing on the development of business research; client handling and project management skills, completion of this module will enable students to prepare a succinct, clear, evidence based, persuasive consultancy led project plan, aligned to the strategic vision of an organisation and which they are able to effectively pitch to a client.
Capstone business project
This capstone, independent research project draws upon the students’ skills and knowledge gained thus far enabling application of learning to a scenario resulting in added value to an organisation and creating real world impact. This student driven project must address a current issue or opportunity in an organisational or industrial context. Projects can relate to a student’s current role or internship or students can use this opportunity to deepen their knowledge of different sectors or organisations thus make connections utilising the project as a vehicle to impress future employers creating a possible stepping stone to their next job. Alternatively, they may wish to investigate possible entrepreneurial opportunities.