Digital Marketing BSc (Hons)

In a dynamic interconnected global environment, organisations must constantly seek ways to adapt, evolve, and succeed. However, the success of any organisation depends not only on its systems, structure, and processes but also on a very important asset: its people. This module aims to provide students with an understanding of the intricacies of human behaviour within organisational settings by exploring the complexities of how individuals, diversity of people, groups, and structures, interact within the dynamic environment of today’s organisations.

By providing an understanding of the intricacies of motivations and leadership to unravelling the mysteries of change, this module will enable students to understand concepts such as motivation, perception, personality, and attitudes and gain insight into the underlying factors including organisational culture in influencing and shaping employee behaviour.

By highlighting the interdisciplinary nature of marketing, this module prepares you for future roles in marketing, entrepreneurship, management, and various other areas of business, laying the groundwork for your academic and professional development.

An Introduction to Management module is the foundation of providing you with essential knowledge and skills to understand the principles and practices of management thus laying the groundwork for success in the dynamic and ever-changing world of business.

In this module, you will delve into the fundamental aspects of financial management essential for optimising organisational performance and efficient allocation of financial resources in business operations and projects.

You will explore foundational concepts including accounting principles, budgeting techniques, and information systems crucial for managerial planning, decision-making, and control. Through the application of basic analytical tools and techniques such as ratio analysis and trend analysis, you will learn to assess organisational performance and propose strategies for improvement.

Key topics covered in this module include:

Basic Financial Reporting: Understanding core financial reporting tools to evaluate an organisation’s financial performance.

Cost Allocation: Techniques for appropriately allocating costs to facilitate sustainable business decisions.

Budgeting: Exploring budget-setting processes and the management issues involved in budgeting.

Balanced Scorecard: Introduction to the four dimensions of a Balanced Scorecard and their role in shaping business development.

Variance Analysis: Understanding how variance analysis techniques can aid in controlling individual activities and managing overall organizational performance.

Additionally, you will develop an understanding of capital investment and basic risk assessment techniques essential for making strategic investment decisions.

Throughout the module, emphasis will be placed on building a strong foundation in financial management principles applicable to various organisational contexts, preparing you for further advanced studies in business finance.

This exciting module starts you off in your career, as the cornerstone for the first year of the degree, you will build your own career action plan, and build the skills for complete self-management and development of your own career.

The Organisational Management module builds upon the foundational concepts introduced in the first year, focusing on the individual’s role as a manager within an organisation. Throughout the module, students delve into various aspects of managerial responsibility, from management and decision-making to organisational structure and introducing strategic management.

Students explore different management styles to understand what their management approach is, and how that is adapted through organisational and team requirements, while also considering current external factors affecting the workforce and organisational needs. Students explore how these concepts can be applied both as an employee in a business, and as an entrepreneur.

In addition, students develop skills in team dynamics, conflict resolution, performance management, and employee development, essential for building and managing high-performing teams. They also learn about strategic management principles, operations management techniques, and the importance of ethical leadership and corporate social responsibility.

The integrated academic personal tutoring and professional coaching, embedded into this module, continues to develop the student professionally. Enabling a clearer understanding of how each aspect of their study, develops their skills making them more employable.

By the end of the module, students emerge as competent and confident managers equipped with the knowledge, skills, and mindset necessary to navigate the complexities of organisational management and drive success in their roles as managers within an organisation.

This is a dynamic Level 5 module designed to immerse students in the exciting world of entrepreneurship and innovation. This module begins by defining and differentiating between the concepts of innovation and entrepreneurship, exploring their vital interrelationship within both business and societal contexts. Students will delve into the key drivers of entrepreneurship, including opportunity recognition, drivers for innovation, market analysis, resource acquisition, and venture financing, gaining a comprehensive understanding of the entrepreneurial landscape.

The module also focuses on evaluating the characteristics and behaviours of successful entrepreneurs, such as creativity, resilience, adaptability, and effective risk management. Through case studies and real-world examples, students will assess and analyse these traits and their application in various entrepreneurial scenarios.

Additionally, students will investigate the enterprise process from idea generation to the presentation of a justified market opportunity. This hands-on approach will enable students to manage and develop their entrepreneurial ideas, preparing them for the challenges of launching and sustaining innovative ventures. By the end of this module, students will be equipped with the knowledge and skills to transform creative ideas into impactful business opportunities, making a meaningful contribution to the world of entrepreneurship.

Digital Marketing delves into the intricate landscape of digital marketing strategies and content production in today’s digital-first world. It emphasises the critical analysis of digital marketing tactics, incorporating topics such as content marketing, social media, SEO, email marketing, and digital advertising, grounded in a thorough examination of market trends and consumer behaviours online. Students are tasked with producing and managing engaging, platform-specific content, honing their skills in writing, multimedia production, and social media optimisation, alongside mastering content scheduling and optimisation strategies.

The module develops students’ ability to evaluate digital marketing campaigns through the lens of analytics tools. Empowering them to interpret data effectively, optimise marketing efforts, and enhance ROI. Furthermore, the module encourages students to investigate and adapt to emerging technologies such as AI, AR/VR, and blockchain, which are reshaping the marketing landscape. Through this exploration, students are equipped with a forward-thinking mindset, ready to innovate and adapt in their future marketing careers. This module not only enhances their theoretical knowledge but also enriches practical skills, ensuring they are well-prepared for the dynamic and evolving field of digital marketing.

This advanced module delves into the multifaceted world of marketing, providing students with a deep and critical understanding of its varied contexts. Students will explore the role of marketing within diverse business environments, analysing how different cultural backgrounds shape marketing decisions. The course emphasises the importance of recognising and evaluating the broader environmental factors that influence marketing activities. Through comprehensive analysis, students will examine the strategies that entrepreneurs use to effectively respond to these contextual conditions and achieve their goals.

By the end of this module, students will possess the ability to critically assess marketing contexts, considering both the specific challenges and opportunities present in different cultural and environmental landscapes. This will enable them to craft informed, strategic responses that enhance marketing success. The skills gained in this module are crucial for anyone aiming to navigate and excel in the dynamic and often unpredictable world of marketing.

The Strategy and Leadership module represents the culmination of your academic journey, building upon the foundational knowledge and skills developed in previous modules. This advanced module integrates strategic thinking, leadership understanding, from different lenses within the business, so you understand how the strategy impacts different actors in a business at every level. There is also the focus of personalised academic coaching to help you to communicate how your degree has made you your most employable, and to prepare you for future career success in dynamic and competitive business environments.

Understanding Strategic Leadership:

Throughout the module, you will delve into the mindset and decision-making processes of strategic leaders. By analysing key strategic management concepts and frameworks, you will explore topics such as environmental and horizon scanning, competitive analysis, and strategic formulation from the perspective of a strategic leader. Through case studies and real-world examples, you will develop the skills needed to assess internal and external factors influencing organisational strategy and performance. This understanding will enable you to craft insightful briefing papers and provide valuable support to strategic leaders in their decision-making processes.

Leadership Analysis and Insight:

In parallel, the module emphasises the critical evaluation of leadership theories and models. By exploring these theories, you will gain insights into how strategic leaders drive organisational change and innovation. Through experiential learning activities, simulations, and reflective exercises, you will enhance your understanding of leadership dynamics, communication strategies, and emotional intelligence, enabling you to support and influence strategic leadership effectively.

Academic Personal Coaching for Employability:

Embedded within the module is a tailored academic personal coaching program focused on enhancing your employability skills and career readiness. Through coaching sessions, workshops, and self-assessment exercises, you will reflect on your academic journey and identify the transferable skills and strengths gained through your degree program. You will learn to articulate your unique value proposition to prospective employers.

Future Career Success:

By the end of the module, you will emerge as a well-rounded professional equipped with a deep understanding of strategic leadership and the skills to support strategic leaders. With enhanced critical thinking, analytical abilities, and employability skills, you will be well-positioned for career success and leadership roles in diverse industries and sectors. This module will empower you to navigate the complexities of today’s business landscape with confidence and strategic insight.

Business and Data Analytics is a comprehensive course designed to equip students with the necessary skills to analyse business data effectively and make data-driven decisions. The course covers fundamental concepts of data analysis, statistical techniques, data exploration, and data visualization tools commonly used in business settings. Students will learn how to collect, clean, analyse, and interpret data to solve real-world business problems. Additionally, the course will introduce students to various data analytics tools and techniques, including Excel, SQL, and data visualization software such as Power BI and Tableau.