This module focuses on consumer behaviour and customer relationship building in the service economy. The module will develop your critical understanding of the decision-making process, and how the role of digital tools are vital in influencing the customer journey.

You will explore a range of influences on buying decisions, including internal, group and cultural influences, and how broader societal factors inform decision-making. You will also consider the role of marketing and digital marketing in enhancing customer experience and how firms can generate brand loyalty.

This module focuses on social media campaign planning and approaches to successfully engaging audiences through social media channels.

This may include an exploration of social media marketing as a crucial component of broader marketing communications strategies; content creation for user engagement; methods for ensuring consistency across various digital touchpoints to strengthen brand presence; an overview of legal/regulatory considerations for social media marketers and an introduction to social media metrics for measuring campaign performance.

This module will explore how to build a successful user experience across a range of digital channels. You will develop knowledge and skills in an area with increasing importance for businesses as user experience shapes how businesses develop an effective and consistent digital presence.

This may include developing an understanding of the digital consumer; exploring factors that can positively influence user decisions and behaviour; applying the concept of usability to app and/or website design; exploring a range of design principles; engaging in the planning and testing stage of the design process; conducting user testing; analysing content and design; digital accessibility and exploring how user experience is essential to emerging technologies, for example, Virtual Reality, Augmented Reality and AI.

This module will enhance your employability through experiential learning. This may be achieved through live marketing projects and collaboration with various organisations. You will develop a real-life appreciation of a range of activities carried out by marketing professionals. This may include market research, social media marketing, brand development and communications planning.

You will also refine your transferable skills to maximise your work readiness and employability prospects within the marketing industry, develop your graduate-level employment skills and appreciate the importance of life-long learning.

This module will allow you to network, build organisational relationships and gain valuable insights about the marketing industry.

This module provides a structured, university-level work placement for 5 weeks as one continuous block/period with a placement provider (i.e. a local employer from the private, public, or charitable sector). It is designed to enhance your professional skills in a real-world job setting.

The placement can either be organised by you or with support from university staff.

All work placements within this module must be university-level; this means:

• Undertaking high-skilled work commensurate with level 5 study (e.g. report writing, attending meetings, delivering presentations, producing spreadsheets, writing content on webpages, social media, marketing services/products etc)
• Physically placed (albeit part of it can be hybrid) within an employer setting in one continuous block / period for 5 weeks for a minimum of 140-147 hours over the course of the entire work placement
• Where applicable, your existing part-time employer can be approached/used as the placement provider, if the high-skilled work criterion above is fulfilled for the full duration of the placement
• All quality assurances/agreements provided by the University are adhered to, by you and the employer

The work placement context may not necessarily, reflect your degree discipline per se, but rather, it will give you an enriched experience to enhance your professional skills in a real-world job setting.