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In this module you will critically reflect upon consumer behaviour across the consumption cycle (through production, acquisition, use and disposal) and the nature of sustainable consumption.

You will build knowledge of consumer behaviour theories and micro, meso and macro level influences within consumption contexts.

You will learn to apply consumer research methods and analytics.

Upon completion of this module, you will be able to analyse consumer insight needs, apply appropriate theory and research methods and analytics to address them and critically appraise the implications for business, public sector, civil society organisations, policymakers as well as society, the environment and nature.

Explore how digital transformation, emerging trends, and global developments are reshaping marketing and business operations.

This module combines marketing theory with practical tools and frameworks used in real-world organisations, focusing on value creation, communication, delivery, customer experience, and stakeholder engagement.

You will examine international marketing trends, changing consumer preferences, and the impact of digital technologies, developing the skills needed to navigate and succeed in today's dynamic global marketplace.

Develop the skills to create and evaluate effective marketing strategies through a blend of theory and hands-on experience. You will explore key concepts such as market segmentation, targeting and positioning (STP), marketing analytics, big data, and strategic decision-making.

A key feature of the module is a Marketing Simulation Game, where you will work in teams to apply marketing strategies in a competitive business environment, analyse performance, and make data-driven decisions. By combining practical experience with critical evaluation of marketing theory, the module prepares you for strategic marketing and leadership roles in today's global marketplace.

This module introduces students to the theory and practice of research methods in marketing.

You will learn about qualitative methods including interviews, focus groups and participant observation, to better understand diverse groups of consumers and managers.

You will also learn about quantitative methods including questionnaires and experimental designs and how to analyse numerical and textual data for managerial insight.

You'll have the opportunity to practice different research methods and techniques of data analysis in order to prepare them to independently conduct high quality marketing research.

The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders. Possible topics may include:

• What is a market? A service ecosystem approach to understanding markets
• Organisational buying behaviour and market structures
• How do markets work? Creating and shaping new markets and maintaining market dynamics
• Market relations and sustainable competitive advantage
• Forming business networks: business network partnership attraction
• Business-to-Business marketing strategies
• Innovation in business networks
• Managing business networks: communication, coordination and learning in business networks
• Strategic market relations in the digital world 
• Branding and building loyalty: value co-creation in network partnerships

The module provides an introduction and overview to branding and marketing communications research. It explores the nature of branding and marketing communications practice and theory.

Lecture topics may include digital marketing definition and concept, digital marketing media, digital marketing communication strategy, digital advertising, social media marketing, email marketing, mobile marketing, content marketing, e-commerce vs digital vs internet marketing.

The module discusses the marketing concept and the effects of marketing from different perspectives, using a macromarketing approach. It critically examines foundational and contemporary issues in the theory and practice of marketing and discusses the broadening domain of marketing. It introduces students to the notion and practice of critical thinking and the field of critical marketing.

Areas covered may include, for example, manipulation versus sovereignty of consumers, consumer vulnerability, and meanings and culture of consumption. Adopting a transformational agenda for marketing, this module also explores the role of sustainability and ethics in marketing.

Marketing project on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Project Supervisor.

Examples of appropriate projects might include (but are not limited to): a marketing communications plan, a market entry analysis for a new (international) market, a launch plan for a new product or service, a consumer (business-to-consumer context) or buyer (business-to-business context) market analysis for a specific product, a strategic marketing plan for an SME or a new venture.

Dissertation on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Dissertation Supervisor.