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.

Study the essentials of planning and managing the strategic communication of an organisation and the steps required to plan a campaign. This module will examine how these steps are applied in various contexts within the private, public and not-for-profit sectors. You'll also explore how strategic brand communication plays a vital role to achieve an organisation's KPIs. You'll apply your knowledge by developing a communication plan for a real client.

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.

Study how social media fits into and complements the marketer’s toolbox. This module combines theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights. You'll study the 'Four Zones' of social media that marketers can use to achieve their strategic objectives, as outlined in Tuten and Solomon (2014). These include community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga), and commerce (e.g. Groupon).

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.