MBA - MARKETING AND PUBLIC RELATIONS
· RESEARCH METHODS
The purpose of this module is to prepare students with a broad understanding of research methodologies and research methods. Whilst focusing on methods that may be adopted students will be introduced to epistemology and ontology to justify their philosophical approach to research. This module introduces students to different research methodologies that they can use within their major project.
· MANAGING CORPORATE FINANCE
Financial issues continue to dominate the news bulletins emphasising the need for business practitioners to have a sound understanding of key finance concepts. Corporate Economic Management should be about developing, exploring and above all applying key concepts and techniques to a broad range of contemporary management and business policy concerns.
This module will build upon the issues and concepts explored in previous accounting related modules. The module will emphasise the integration of the finance function within the context of managerial decision-making and corporate planning, and to the wider external environment. The module will seek to provide participants with the knowledge and skills necessary to integrate theory and practice.
· STRATEGIC MARKETING
The aim of this module is to provide students with an introduction to the complexities of the marketing environment, marketing strategies, and associated practices and the role of marketing in a global society.. This course provides students with a consumer oriented perspective that extends beyondtraditional marketing knowledge to help students understand the roles of social and psychological forces in the planning of marketing strategies.
The course content is structured around real-world examples, anecdotes and discussions that will help students develop skills of critical analysis and problem-solving. We will draw from the work of international marketing scholars and look at marketing and consumption in the context of globalization. A key consideration to marketing and consumption practices is also the notion of sustainability. In this course, we will consider the ethics surrounding marketing practices and its relationship to sustainable environments. Finally, this module helps students understand how organizations use data and what this means in various aspects of companies, (such as advertising, supply chain, and budgets) and how this relates to specific job titles.
· SUSTAINABLE BUSINESS
The bottom line of social, economic and environmental sustainability is becoming increasingly important to business. The module evaluates the concept of sustainability development and its importance and explores how organizations can contribute the physical, as well as social and economic environments in which they operate – through reducing negative impacts and enhancing positive impacts. it also critically appraises sustainable business practices (including green initiatives and CSR) and requires students to develop strategies for future improvements.
· BUSINESS STRATEGY
The module seeks to equip students with the skills in understanding the development of corporate strategy within international market places. In achieving this objective, the unit will utilize key concepts within the strategic toolbox to develop an analytical framework through which firm strategies will be assessed. In addition, students will develop an awareness of the key theories that have developed around the internationalization process notably regarding the emergence of Multi-national companies. Key to the learning process will be the utilization of case studies to explore the practical application of key theoretical concepts and strategic techniques.
The strategy module is intended to support students in the development of creative solutions to complex strategic questions with multiple options and possibilities – how and where an organization presently stands in its market, where it is going in the future and which methods will it use to get there.
· LEADERSHIP AND MANAGEMENT
Excellent organisations have leaders who shape the future and make it happen, acting as role models for its values and ethics and inspiring trust always. They are flexible, enabling the organisation to anticipate and react intimely manner to ensure the ongoing success of the organisation. Leaders are the drivers of business improvement. This module will provide students with an understanding of the elements of leadership and equip them with the requisite skills of leadership. The module aims to enable the students to synthesise and critically evaluate empowering leadership and management theory within their practice and in different sectors.
Overall the module will (a) critically appraises the interrelationship between the concepts of management and leadership;(b) explore traditional and more contemporary leadership theories;(c) support students in their development as leaders through critical self-evaluation and the formulation of strategies for self-development.
· DIGITAL MARKETING COMMUNICATION AND PUBLIC RELATIONS
The module provides a critical appraisal of the opportunities secured by digital marketing and the challenges of designing and implementing successful digital strategies. It also highlights the ways in which organizations use social media to develop and deliver public relations campaigns and how these technologies can be used to develop a person’s professional profile online. The module enables students to gain a critical awareness of the usage of potential multi-media marketing communications and develop student’s ability in monitoring, evaluating and controlling integrated communications campaigns.
The aim of this module is to enable students to conduct substantial research study on a relevant research topic selected by the student in consultation with the module convenor and a specific supervisor.
The dissertation is the primary integrating piece of work demonstrating the graduates can address a management problem. The dissertation module builds up on the Research Methods module where the students get familiar with the research methods available. Accordingly, a high standard of achievement is expected, and the dissertation should draw on the intellectual and analytical skills and knowledge developed during the course. It will also provide an opportunity for students to develop their interests in an area and demonstrate an ability to undertake individual research.