Technological change is taking marketing from the digital age towards the post-digital era. Digital is now in many cases the 'price of admission for doing business' rather than a differentiation advantage (Accenture, 2019). We are now operating in an era where marketing is digital, digital is marketing, and there is no longer the distinction between "digital" and "traditional". This module will introduce you to core marketing theories, principles and techniques.

This module has two main elements. The first is critical discussion of corporate communications specialisms such as CSR, employee communication, crisis PR/reputation management and digital communication. You'll also explore recent research and developments in those areas. The second element of the module is delivered through workshops which relate to those areas to an intercultural context. The workshops will develop your awareness of the impact of culture and diversity on the practice of corporate communication.

Develop knowledge of the psychological and sociological concepts and frameworks upon which consumer behaviour is based. You'll learn to appreciate the importance of consumer behaviour for retail organisations and develop your own analysis of influences on consumer behaviour patterns. Consumption choices range from small, insignificant purchases to large, once-in-a-lifetime occasions. It covers goods and services but also experiences, ideas and thoughts. You'll explore how Increasingly these purchases are across a range of retail vehicles both online and offline.

Explore the world of global and international marketing. You'll construct a critical understanding of key theoretical concepts that underpin the discipline. You'll apply those concepts in a practical way to case studies and exercises that feature live companies and current developments.

Study the role branding and brand management play in today's dynamic and highly competitive marketing environment. You'll understand the importance and value of brands to organisations, consumers and society, and identify the characteristics of successful brands in different contexts. You'll critically analyse, evaluate and apply a range of theoretical concepts and special interest areas used to build, manage, and strategically develop brands. Critically evaluate the role of brand management and demonstrate full appreciation of the need for a wide-lens, integrated and strategic approach to branding decisions. Understand the need for – and mechanisms of - measurement of brand performance.

Undertake a marketing-based project where you'll propose, produce and defend an extended piece of research. You'll have the choice of two tracks: 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.

Develop an in-depth understanding of the dynamics and specifics of the numerous country markets that have been emerging, continue to be emerging, and those now identified as emerging. You'll gain an in-depth, strategic understanding and appreciation of international marketing theory and its application to the marketing laboratory that emerging markets (EMs) represent.