This module examines the principles of marketing, from theoretical and practical perspectives, which enables students to develop understanding of applied marketing and build a solid foundation for tackling future marketing modules.

This module introduces some of the main concepts within customer research and customer insights, exploring different types of customer insights and research methods employed by marketers. This module will explore consumer behaviour and wider macro-marketing theories to understand consumer trends and how these inform marketing decision making. The module will enable students to conduct elements of a marketing audit and adopt user-orientated approaches to collecting and evaluating customer insights.

The module will cover the following areas:

• consumer behaviour theories
• customer segmentation, targeting and positioning (STP)
• customer actions, preferences or perceptions in various channel contexts
• current trends in theory and marketing practice, including marketing dashboards and metrics in marketing decision making.

This module looks at how marketers can create distinctive, sustainable and differentiated brands, by helping students to develop the knowledge and skills required for a career as a Brand Manager. The module explores the role of brands and how they relate to customers and society. Exploring contemporary brand management from both a theoretical and practical lense, students will explore brand theory, key principles in brand management and innovation, and the role and significance of brands, whilst examining strategies to build, grow and reposition brands.

The aims of this module are:

• to define the scope of marketing research;
• to provide an understanding of the key concepts and techniques used in marketing research;
• to develop skills for evaluating marketing research data including those of marketing metrics.

This module aims to develop students’ understanding that organisations carry responsibility for how their marketing activities impact society. The module will explore marketing ethics and ethical decision making, to consider how marketers can respond to change in a responsible manner.

The module will use academic theory and professional insights to examine important topics in this area, including corporate social responsibility (CSR) in the context of marketing, principles of social marketing, sustainable marketing, legislation/regulation and societal well-being. In considering the important role marketing plays in encouraging attitudinal and behavioural change, the module will encourage students to reflect on the importance of marketers developing both empathy, competencies and skills required to be a successful and responsible marketer.