This module offers a comprehensive overview of the research process, starting with the formulation of research questions and the research journey. Students will learn how to effectively write and present a research proposal, with a focus on clear communication of findings. A key component involves conducting a literature review, which serves as a foundation for both qualitative and quantitative research methods. Students will explore data collection, analysis techniques, and content analysis for interpreting textual data. The module culminates in thesis writing, equipping students with essential skills to conduct and present high-quality research.

Objective of this Module:

• Be able to devise a Research Question
• Be able to design and propose a viable research project
• Be able to understand the different methodologies employed in international
  management research
• Be able to make an informed choice of data collection methods for a given research area or research question
• Present research results in a systematic manner, write and structure a dissertation

This module introduces students to both the analytical and creative aspects of Advertising and Promotion. It explores the role of advertising and promotion in the marketing mix, covering activities above, on, and below the line, and how to develop a marketing plan. Students will build an understanding of advertising and promotion, which they can apply to create an integrated promotional strategy. The module also examines current trends, the impact of the digital world on marketing communications, and the marketing communications industry. Key topics include industry regulations, below-the-line techniques, and how to plan, budget, and measure the effectiveness of promotional strategies.

Objective of this Module:

• Master the nature of the advertising challenge 
• Identify the key contribution of public relations activity in marketing 
• Assess the nature of the creative process 
• Develop a media plan
•  Identify the target audience for advertising activity

This module focuses on the strategic aspects of modern marketing, emphasizing the need to address both external and internal operations for long-term success and resilience against emerging competition. With the growing influence of digital technology across all brand touchpoints, the module guides students through strategic marketing planning to gain a competitive advantage. Key topics include conducting situation analysis, assessing internal and external environments, and making informed corporate decisions. Students will learn about the entire marketing planning process, from auditing to implementation, and how digital technology shapes these processes in a modern business context.

Objective of this Module:

• Understand the strategic implications of the disruptive digital
  environment.  
• Develop strategic recommendations in response to the need to acquire,
  convert and retain customers.  
• Describe and understand the core concepts of digital marketing campaign
  and content management. 
• Identify, describe, and evaluate web-based key performance indicators in
  the context of digital marketing campaign and demonstrate awareness of
  successful implementation of digital marketing campaigns. 
• Critically assess organisations' use of digital campaigns, generate digital
  marketing strategies in practice for an organisation and understand the
  strategic trade-offs involved in setting digital marketing campaigns.

This module requires students to complete a dissertation on a relevant topic, chosen in consultation with the Programme Director/Dissertation Coordinator. It focuses on developing research questions, selecting appropriate methodologies, and honing critical analysis skills. Students will conduct literature reviews, gather and analyze data, and produce a comprehensive dissertation. The module is designed to enhance students’ ability to conduct independent research, contributing novel insights to their chosen area of study.

Objective of this Module:

• Plan and manage a project
• Define the aims of this project
• Identify the data sources and methods appropriate to conduct the project
• Identify the potential pitfalls to conducting such projects
• Execute the dissertation plan