• The role of marketing within organisations and society.
• The development of marketing and marketing concepts.
• Introducing the Marketing Environment.
• An introduction to Marketing research.
• Introducing consumer behaviour.
• Understanding segmentation, targeting and positioning.
• The Marketing Mix
• Marketing in context - this may focus on various contexts (e.g Public Sector, Non-profit Organisations,  Marketing Events, Destination Marketing & Sports Marketing).
• Introducing international marketing

1. To provide students with fundamental knowledge of concepts, principles and theories of marketing.
2. To introduce students to marketing techniques and applications.
3. To develop the students' understanding of the linkages between concepts and contexts.
4. To enable students to relate these principles to a range of organisational contexts.

The module will cover a range of contemporary and contextual marketing themes. This will be dependent on current issues and key topics which may be prevalent in the industry at the time. It is also possible that a relevant field trip which looks at the marketing function of an organisation will be incorporated within the module to enable practical application of marketing theory in a practical context. Possible use of relevant marketing simulations (i.e MyMarketingExperience) may also be included.

Possible areas of study may include Corporate Social Responsibility, events/destination marketing, SME Marketing, NFP Marketing, campaign creation, client briefs.

TM4024 is designed to run along side TM4001 Marketing Principles, so core concepts and theories can be applied and integrated within live contexts within this module.

• To enable students to apply the principles and concepts of marketing studied in the core Marketing Principles module (TM4001) within a practical context
• To encourage student centred, independent learning
• To create awareness of contemporary issues in a relevant local context
• to create the foundations for a work ready marketer

This module will use a series of workshops to explore key themes associated with academic and professional development. Students will engage in self-reflection and analysis in order to develop a personal action plan, to be implemented throughout the year. Study and professional skills will dominate the curriculum, offering students rich opportunities to develop.

The topics will include, but are not limited to:

• Academic integrity including academic writing, referencing and responding to feedback
• Research skills - locating, evaluating and using good quality research information.
• Emotional intelligence and self-awareness: your skills, strengths and weaknesses, personality and needs.
• Learning styles and approaches
• Idea generation and problem solving
• Developing effective teams: team dynamics, negotiation and conflict resolution
• Commercial and subject/discipline awareness; understanding the academic and environmental contexts
• Personal management; planning and time management, avoiding stress and tackling assignments/exams
• Managing your professional image; CVs, social media profiles, portfolios
• Personal and professional development planning
• Career awareness and action planning

This module aims to support students in their transition into Higher Education by introducing and developing their understanding of;

• Higher Education expectations including academic research, writing, structure and UoC processes
• Independent learning including curriculum engagement, time management and understanding and using feedback  

In addition, the module aims to improve the employability of students by providing opportunities for them to;

• Develop and evidence a range of transferable skills such as teamworking, presentation skills, researching, working to deadlines and problem solving
• Explore and enhance self-awareness through skills auditing, peer/academic reviews and personal and professional action planning
• Identify the qualifications, skills and qualities required to enable them to progress into their chosen career path and articulate any current gaps

The module will run alongside and complement Marketing Principles and Practical Marketing. The main focus will be on providing an introduction to the current state of digital marketing and how it relates to marketing in general.

• How fundamental marketing principles are applied using digital tools and techniques
• The complementary nature of general and digital marketing approaches
• Digital disruption, disruptive technologies and their impact on overall marketing approaches
• Current and emerging technologies, such as mobile and augmented reality

• To recognise the impact of web technologies upon the development and interpretation of marketing concepts. 
• To understand how current digital marketing issues and emerging trends influence overall marketing approaches
• To appreciate how digital marketing contributes to marketing as an overall discipline 

The traditional academic programme structure is not applicable in relation to this experiential learning intern-ship opportunity. The experiential content is freely structured and determined by negotiation between the student, placement supervisor and host organisation. It is generally informed by the aims and learning outcomes and by the objective of optimising added value for both the host organisation and the student experience. 

A placement conference will enable peer to peer sharing of experiential learning permit feedback and allow an analysis of the range of skills and benefits derived from the placement, it will also further develop the construction of learning logs and the portfolio.  For those unable to attend, for whatever reason, online via Teams will permit engagement and feedback.  In addition, the conference will provide an opportunity to acquire an overview of final year options and dissertation and/or project research.

For those students where costs or other geographical/logistical difficulties render visits, conference attendance or participation via teleconferencing prohibitive, there will be an augmented portfolio of activities to substitute the conference activities.

All students will engage in the drawing up of a learning agreement on acceptance of the placement that will cover a contact plan and agreed learning outcomes with their designated academic tutor and placement coordinator.

1. To provide an opportunity for students to apply and enrich their previous theoretical knowledge and understanding of course content through observation in and insights derived from working in an organisation and professional environment. 
2. To enable students to develop their practical and transferable skills in a business environment and to experience a broad range of tasks and responsibilities in different functional areas. 
3. To enable students to pursue professional and personal development in a working business environment
4. To enable students to recognise the nature of tasks, workloads, management problems and working methods in the working environment.
5. To enable students to inform the tasks, problems and scenarios presented in the business environment with theoretical concerns emanating from their studies and research and vice versa.

Part A:      

Preparation for Experiential Overseas Learning will take place at the university of Chester during level 5 and will include:  

• The multiple facets of Global citizenship
• Ethical engagement and practice
• Cross-cultural issues and sensitivity
• Intercultural communication

Theories, models and strategies of learning

• Theories and models Intercultural competence
• Theories and models of Integration and Multiculturalism

• Critical thinking skills and models of Reflection
• Experiential learning models
• Self-directed experiential learning

Personal and placement-related skills

• Enhanced independence
• Improved command of multicultural behaviour
• Increased knowledge and confidence in their individual facets of personal identity
• Effective time management and organisational skills
• Project management – working away from University and independent study
• Self-management and personal development
• Team building and team work

Part B:            Overseas

Students will engage in experiential learning activities overseas for at least 150 hours 

The purpose of this module is to enhance students’ prospects of completing an overseas placement to the best of their ability consequently it aims to:

• To equip participants with appropriate knowledge and skills to study or work in a different cultural, linguistic and/or social environment; enhancing ethical, cultural and intercultural awareness.
• To enhance students understanding of the ethical issues related to living and working abroad.
• To increase students Global Citizenship skills
• To provide an opportunity for students to reflect critically on their experience of living and learning within an unfamiliar culture, to their 'home' culture or ethnic group.

To challenge students to learn about themselves as global citizens in terms of life skills, career choices and academic development outside the classroom.

Preparation for the year abroad will take place in Chester during level 5 and will include:

• Cross-cultural issues and sensitivity
• Host-country orientation, study methods– economic, political and social reality of the country
• Orientation specific to exchange – health, education, gender issues
• The United Nations Sustainable Development Goals
• Practical matters relating to living and studying in the wider world

Theories, models and strategies of learning

• Critical thinking skills, experiential learning       and models of reflection

Personal and placement-related transversal skills

• Effective self-motivation and independent resourcefulness
• Effective time management and organisational skills
• Project management – working away from University and independent study
• Self-management and personal development

Whilst abroad:

Students will undertake study at one of UoC’s partner universities; it is expected that students will choose a series of modules at the university abroad, which equal a full-time study load. This must be agreed by the host institution and the International Tutor. Students must supply details of their courses/modules on a learning agreement within 4 weeks of arrival at the host university, note students who fail to supply this within 4 weeks may have the opportunity withdrawn.

1. To experience academic life in country outside of the EU, enhancing cultural and intercultural awareness and increasing transversal skills.
2. To reflect on the impact of the experience in their destination on one’s own personal, academic and professional development.
3. To engage with the experience of study at a partner university to gain extensive first-hand knowledge and understanding of the relevant society from the perspective of the resident.
4. To further develop independent learning techniques.
5. To foster critical evaluation.

• The multiple facets of global citizenship
• Ethical engagement and practice
• The United Nations Sustainable Development Goals
• Cross-cultural issues and sensitivity
• Intercultural communication
• Culture shock
• Cultural adjustment
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess-with a strong focus on understanding the intercultural competencies (ICC) needed to live and work abroad.
• Critical analysis/evaluation of individual requirements in relation to culture/cultural adjustment/culture shock/visas/medical.
• Critical analysis/evaluation of skills already acquired in relation to key skills related to ICC.
• Devising strategies to improve one’s own prospects of working abroad in the future.
• Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

This module promotes a reflective and critical approach to interculturality and aims to enhance students’ prospects of gaining overseas graduate employment, which will enable them to:

1. Examine and evaluate a chosen aspect of the society of a target country
2. Enhance cultural and intercultural awareness and further develop related skills.
3. Articulate clearly their career plans and take steps to prepare for their first paid overseas graduate role,
4. Take responsibility for their own learning and acquisition of identified employability skills,
5. Articulate, orally and in writing, their findings and their employability skills.

• People as consumers
• The Decision Making process 
• Internal influences on buying decisions such as personality, perception, motivation, learning and attitude
• Group perspectives on consumer behaviour, for example, family, reference groups, tribal consumers and online communities
• The social perspective on consumer behaviour
• Environmental influences on consumer behaviour
• Cultural influences on consumption
• The global consumer
• Sensory marketing
• Responsible consumption and sustainability
• Business to Business buyer behaviour/Industrial Buying Processes

• To provide a knowledge of consumer’s psychological processes, which will underpin and develop student's understanding of the Marketing concepts developed at Level 4 and provide a platform for further development of theories at Level 6.
• To develop students' awareness of the importance of understanding these psychological processes when developing marketing programmes.
• To develop theoretical concepts to assist in understanding the consumer behaviour processes.
• To explore a range of contemporary themes within the discipline

The module will engage students through the use of lectures and seminar discussions. These will explore key themes and topics so that students may develop and enhance their knowledge, comprehension, analysis and application of marketing concepts, tools and theories within domestic and international contexts. This aims to support the preparation of the student in a marketing manager role.

These themes and topics may include, but are not limited to:

• Purpose and role of marketing management and planning within the context of domestic and international markets.
• Secondary data sources for marketing planning.
• The components of an internal and external situation analysis 
• Analysis and application of segmentation, targeting and positioning.
• Planning market entry method in domestic and/or international markets.
• Approaches to managing innovation.
• Managing product portfolios.
• Managing distribution systems for value
• Setting and managing pricing strategies
• Integrated marketing communications for competitive advantage and brand value.
• Application and evaluation of the adaptation standardisation approaches to marketing across markets.

The aims of this module are to: 

• To analyse and understand the importance of the situation analysis and apply appropriate models to an organisation’s situation.
• To investigate the different contexts (domestic and international) in which organisations manage their marketing activities.
• To examine the significance of coordinating and managing marketing for competitive advantage.
• To provide an insight into the approaches of managing innovation.
• To integrate and enhance areas of marketing knowledge and comprehension building on knowledge from other modules.

Introduction to customer relations and service marketing:

• Understanding the customer experience and managing quality in organisations.
• Building value through customer relationships.
• Database and CRM systems.
• The scope and range of services marketing.
• Distinctive service characteristics.
• Evaluating service satisfaction.
• Understanding customer requirements.
• Developing frameworks of customer relations and service marketing.

Strategic issues and challenges in customer relations and service marketing:

• Consumer behaviour in Service Marketing; managing demand.
• Positioning services in the marketplace; targeting customers and building relationships.
• Examining the notion of and evaluating concepts of service quality.
• Internal marketing and the role of the employee in customer relationships.
• Blueprints, the service encounter and other frameworks for developing customer relationships.
• Communicating the service.
• Services contexts (e.g. retail marketing, the internationalisation of services).
• Expanding the service horizons.
• Enhancing value by improving quality and productivity.
• Globalising customer relations and service marketing.

To provide students with a comprehensive understanding of customer relations and service marketing.

1. To provide an introduction to the conceptual frameworks and tools to help students understand customer relations and service marketing techniques and applications in a variety of business contexts.
2. To demonstrate how the application of underlying customer relations and service marketing principles can help enhance customer experience and achieve organisational marketing objectives. 
3. To introduce students to strategic issues such as quality, creating value, positioning, and relationship building.
4. To describe the various services marketing challenges such as the internal market and globalisation.
5. To investigate and present a critical evaluation of a range of key issues involved in the creation of customer relationships and delivery of services (eg: service quality, customer satisfaction, customer relationship building and internal marketing).

Module Content

The main focus of the module will be on social media marketing.

• User engagement, user generated content and copywriting for online media
• Overview of social media channels like Facebook, Twitter or Instagram and how they can be used within a company’s marketing strategy
• Combining web and social media for marketing purposes Legal issues with social media channel use for marketing Social media metrics and analytics

• To understand how positive online user engagement can be fostered.
• To know a wide variety of different social media channels and understand their individual value for marketing related activities.
• To be able to analyse the effectiveness of social media marketing campaigns.
• To be able to use social media and web sources for gathering marketing-relevant knowledge about users.

This module will engage students through lecture input and seminar discussions to explore key themes and topics so that students may develop and enhance their critical thinking and analysis of marketing issues within the wider business environment.

These themes and topics will include, but are not limited to:

• Global marketing context and globalisation
• The drive for internationalisation/globalisation 
• International Marketing research
• International consumer behaviour
• Cultural issues and frameworks
• Cultural implication for global markets
• Reaching the global customer (e.g. adaptation/standardisation issues relating to the marketing mix)
• Standardisation versus adaptation- the globalisation versus localisation debate
• International Communications
• Analysis of foreign market potential - distribution systems and entry strategies
• International Marketing Mix
• Contemporary issues in International Marketing (e.g. ethical and societal)
• Contemporary issues within the global market place
• B2B/B2C buyer behaviour in an international context

The aims of this module are to develop an appreciation of a range of cultural contexts and understand the differing needs of a variety of consumers across the globe. Alongside this the module will explore the cultural issues that affect an international marketing programme and the adaptations that need to be made in order to effectively reach the target consumer. It will also enable students to understand and develop appropriate strategies available to organisations when considering marketing on an international level

Pre-placement:

• Structured approaches to researching, selecting and securing a suitable work placement relevant to the student’s interests and career aspirations*.
• Writing an effective CV. Constructing a letter of application.*
• Interview skills.*

 *Note: Students are required to undertake these pre-placement tasks during term 1 level 5, as part of the placement acquisition process and will be supported by the Work Based Learning team and the Careers and Employability department.

 Induction Programme and Placement:

• The organisational context: research-informed analysis of the placement organisation’s aims, structure, culture.
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess. (Employability Skills: e.g. verbal and written communication, analytical / problem solving capabilities; self-management; team working behaviours; negotiation skills; influencing people; positive attitude, resilience, building rapport).
• Devising a strategy for integrating into the workplace and work based teams
• Completion of online assignment tasks covering sourcing and obtaining placement; health and safety procedures in general; general workplace integrity; placement requirements. 

During and post-placement: Learning effectively in and from the workplace:- 

• Devising and implementing strategies to improve own approach and performance
• Critical analysis/evaluation of approach to skill development and performance in the workplace;
• Influencing the Placement Provider’s appraisal;
• Devising an action plan to develop gaps in transferable skills based on the placement experiences;

This module aims to enhance students’ prospects of gaining graduate level employment through engagement with a University approved work placement**, which will enable them to:

• Develop their understanding of workplace practice and lifelong learning;
• Enhance their work readiness and employability prospects through development of transferable skills;
• Take responsibility for their own learning and acquisition of workplace employability skills;
• Articulate, in writing, their employability skills.

• The organisational context: research-informed analysis of the sector’s role, development opportunities or career paths.
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess. (Employability Skills: e.g. verbal and written communication, analytical / problem solving capabilities; self-management; team working behaviours; negotiation skills; influencing people; developing a positive work attitude, resilience, building rapport with co-workers).
• Devising strategies to improve one’s own career.
• Critical analysis/evaluation of skills already acquired.
• Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

This module aims to enhance students’ prospects of gaining graduate level employment, which will enable them to:-

• Enhance their work readiness and employability prospects through identifying relevant transferable skills for their chosen career path,
• Clearly articulate their career plans and take steps to prepare for their first graduate role,
• Take responsibility for their own learning and acquisition of workplace employability skills,
• Articulate, in writing, their employability skills.

• Introduction to the research process
• The importance of research justification and scoping
• Methodological foundations of research
• Moral and ethical issues in research
• Effective project management
• Rigour and feasibility issues in research
• Quantitative methodology: Research design, data collection and analysis
• Qualitative methodology: Research design, data collection and analysis
• Writing and reporting research in context

The Management Research Project aims to draw together specific subject knowledge and skills, with a particular focus on improved self-awareness and preparation for business, by challenging students for personal and academic development to management positions and and to employability on general. 

• To undertake a research project that is 'scoped and framed' within a required degree programme of study.
• To enable the student to design and conduct appropriate in-depth research in an elected area of study.
• To provide the student with the opportunity to acquire, consolidate and apply theoretical knowledge, methodologies, and research approaches in a ‘real world’ environment.
• To enable the student to develop and utilise skills in critical investigation; analysis and synthesis of evidence; reflection and autonomous learning.

This module will engage students through lecture input and seminar discussions to explore key themes and topics so that students may develop and enhance their critical thinking and analysis of marketing issues within the wider business environment.

These themes and topics will include, but are not limited to:

• Marketing as philosophy and process 
• Strategic Marketing Management overview
• Process and implementation of strategic situational analysis
• Competitive Strategy
• Sources of competitive advantage
• Growth strategies and strategic choice
• The process and implementation of strategic marketing decisions
• Contemporary issues in marketing 

The aims of this module are to:

• offer students a comprehensive knowledge of the process of strategic marketing planning and management
• develop a critical perspective of the various strategic marketing approaches and models available and to implement them within an organisational context, with a view to creating a sustainable competitive advantage
• increase knowledge of contemporary marketing issues and critically evaluate their impact on the discipline of marketing

In a simulation of a marketing department task, a situational analysis and marketing communications plan will be produced. This requires marketing communications models to be applied to real-world case studies and therefore uses a mix of academic theory and practitioner resources. 

The content of this module will consider the shifting marketing communications landscape and the move to more integrated marketing communications. It will consider how marketing communications works and reviews such as interactive, digital and traditional marketing communications. It will also review the behavioural foundations of marketing communications including the profiling of customers.

The marketing communications plan aims to set out objectives, undertake planning, implementation and control of the plan. This requires consideration of material such as: strategic and tactical positioning; branding, brand management and the development of long-term strategic platforms; the analysis and application of communication tools and techniques; analysis of on-line and off-line media channels, platforms and applications; evaluating integrated marketing programmes through such as campaign control, budgeting and metrics.

To provide students with a comprehensive strategic understanding of contemporary marketing communications theory and practice.

1. To enable students to critically evaluate the underlying principles and practice of marketing communications.
2. To enable students to thoroughly examine the creation and maintenance of company and customer value through customer engagement, relationship building, brand management and targeted marketing communications techniques and applications.
3. To enable students to relate the dynamics of marketing ideas and concepts to a range of organisational contexts.
4. To develop students’ holistic understanding of the linkages between theory and practice across a range of related areas such as branding, service marketing, relationship marketing.
5. To enable students to produce viable, comprehensive marketing communication strategies across a range of channels and market types.

The module has been designed to offer final year students a chance to develop the critical skills needed to undertake a career in marketing. It is a student driven module which will enhance their independent study skills and expose them to issues that they may face within their marketing careers.

There is heavy emphasis on input from industry professionals from a variety of marketing contexts within the local community, as well as using live cases. The students will also have the opportunity to partake in the Chartered Institute of Marketing's national Pitch Competition. 

Students benefit twofold- they gain exposure to realistic accounts of the marketing industry within a local environment and have the opportunity to build up contacts and networks in order to enhance their career prospects and employability skills.

Indicative content -

• Critical reflection of individual skills gaps
• Understanding budgeting and resources
• Project management
• Working with advertising agencies (developing a client brief, pitching
  etc)
• Negotiating with stakeholders (customer interface, supply chain)
• Citizenship
• Ethical and legal issues in marketing
• Copy-writing
• Building customer relationships
• SME marketing - (challenges of working on a small budget
  etc)
• Business to business marketing
• Not for profit marketing (e.g Chester Cathedral, Chester Zoo, local charities)
• Other sectors as determined within the evolving marketing environment (for example local government)

This modules aims:

• To enhance employability skills through networking and exposure to local industry professionals
• To develop a highly employable, work ready marketing graduate
• To integrate and enhance knowledge developed within other marketing modules
• To enhance the ability for students to effectively complete professional qualifications (e.g Chartered Institute of Marketing)
• To develop a strong awareness of the realistic challenges faced within the Marketing industry

The module will focus on new and emergent themes in digital marketing, including:

• Mobile technologies and their use in marketing
• Innovative forms of content generation e.g. 360 degree video, AR, VR
• Omnichannel marketing
• Artificial Intelligence
• Analytics and data analysis
• Regulatory considerations, e.g data management, advertising standards,
• (mis)information.

• To develop an in-depth appreciation of the current digital landscape
• To identify emerging trends in digital marketing strategy, implementation and practice
• To critically evaluate the usefulness of new technologies, tools and techniques within the discipline
• To develop media skills in order to express complex ideas in a variety of creative formats.

This is a self-directed module which enables and empowers students to initiate and develop their own project concept appropriate to their discipline of study.

Students within their final year of studies are very focussed on their ultimate work aspirations, and this module aids them to gain 'graduate trajectory' and enable them to better move into their chosen profession / industry as seamlessly as possible upon graduation.  

After the initial lectures setting out the style and scope of the module and opportunities, students decide on the content of their project and assessment (co-creation), and pitch this to staff by way of an initial project proposal.

Students then receive tutorial support and supervision throughout the year and agree the form that their final assessment will take. Students are encouraged to work with other stakeholders (internally or externally) where appropriate in the developing the project or work.

The aims of the module are to promote the ideas of student independence, project management, professional skills development and professional practice.

Branding is a dynamic discipline and as such content will change as the requirements from the profession develop over time. Therefore content may change as the industry dictates. The content will consider the technological developments that help to build, maintain and develop a brand throughout! Furthermore, a range of contexts will also be considered, from traditional product brands, through to place branding, event branding and online brands.

The list below demonstrates core themes that may be covered, but it is not limited to these areas.

Indicative content:

The Power and Challenge of branding

Defining your brand - Brand positioning, purpose and brand identity

Managing your brand - Measuring, evaluating brand health and building a strong brand portfolio

Bringing your brand to life - Design, touchpoints, brand character and brand storytelling

Brand strategy - Growing, maintaining and defending your brand

Brand equity

Innovative branding -using technology to enhance the brand

International and global branding

The branding footprint - sustainability in brand management

Brand authenticity - ethical issues in branding

Internal branding