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Modules
Autumn Term

Global Marketing explores the role of marketing in institutions operating internationally, focusing on institutions and industries where brands, distribution channels and other marketing tools are central in explaining growth, survival and global competitiveness. You'll discover how understanding buyer behaviour can help businesses create value for customers, and consider how marketing relates to other organisational functions. (20 credits)

International Business Strategy unpicks the ways in which firms in contrasting industries have developed and implemented international strategies. You'll cover some of the major issues and problems including key theories on foreign market entry, business strategy, organisational structure, and issues connected to global sourcing. (20 credits)

Marketing Research and Analytics in a Global Environment examines the vital role of information and research in making marketing decisions. You'll learn how to collect and analyse market data, with a particular emphasis on research conducted across borders. (10 credits)

Spring Term

Core modules

Digital Marketing Strategy introduces the new and emerging principles of digital marketing. You'll study cutting-edge theory based on current research and analyse the impact of new technologies on marketing practice in digital contexts. (20 credits)

Ethical Marketing and Sustainability looks at social and ethical marketing from a global perspective. You'll consider rationales and methods for building long-term customer and stakeholder relationships based on economic, social and environmental value, managing organisational image and changing consumer behaviour. You’ll also address the challenges of marketing sustainability and ethics across national, linguistic and cultural borders (20 credits)

Qualitative Research Methods explores the assumptions, advantages, merits and challenges of the different approaches to qualitative and multi-method research. (10 credits)

Choose one of the following optional modules:

Brand Management addresses the role of the brand from the perspective of the organisation and society. You'll learn to assess brand opportunities, to take and implement branding decisions, and to measure the effectiveness of brand strategies at the national and global level. (10 credits)

Marketing Planning for Services redefines marketing in terms of longer-term relationships. You'll consider how the various tools of marketing and management can be used for analysing, planning and implementing successful, sustainable marketing and service provision. (10 credits)

Summer Term

Quantitative Methods and Data Analysis covers the statistical concepts and theoretical principles underpinning quantitative data analysis. You'll learn practical techniques and procedures for analysing quantitative data.