| Module |
Credits |
Compulsory/optional |
|
Business to Business Marketing
|
15 Credits |
Compulsory |
| This module focuses on the role and application of business and institutional marketing theories. At the end of this module, students should be able to evaluate the usefulness of various marketing techniques for a range of business organisations. In particular, the module deals with the limitations of traditional marketing models and concepts as applied to business to business marketing, and the relevance of relationship and network management. Students will be expected to work in groups to carry out extensive study and research in order to produce a useful business to business marketing strategy. |
|
Global Marketing Ethics and Culture
|
15 Credits |
Compulsory |
| Global marketing success is a function of perspective, opportunity, motivation, organisation, knowledge and skills. The challenge for today's global marketers is to identify those opportunities appropriate to the firm, to develop appropriate marketing strategies and build and sustain competitive advantages in co-operation with other members of the firm as well as external partners.
To this end, the module will provide learning opportunities to appreciate current writings and perspectives on the global marketing environment. Opportunities will be given to analyse different global marketing organisations and their environments, suggest and implement realistic strategies and plans and control mechanisms.
The module addresses global issues such as the macro environment, market entry strategies, communication, price, planning and control. |
|
Strategic Brand Management
|
15 Credits |
Compulsory |
| This module explores in-depth the concepts of the strategic brand management process and underpinning theories. Content will include international perspectives where appropriate. Students may work in groups to critically analyse elements of brand building, positioning - designing and implementing brand strategies.
Students will be required to evaluate their choices and decisions. Students will be guided in workshops in groups throughout the module. They will acquire the necessary skills to research marketing data and to use this information to understand how the strategic brand management process is formulated, planned and executed. |
|
Market and Social Research
|
30 Credits |
Compulsory |
| This module is designed to provide students with a good understanding of research theory and practice, from the perspective of marketing management.
We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow.
The principles and practice of qualitative and quantitative research are analysed in depth. This includes the selection of appropriate methodologies/methods, data collection instruments design, analysis and intepretation of qualitative and quantitative data. We also look at ethics in marketing and social research. Real and hypothetical cases are used to assess differences that exist between industries and types of behaviours. |
|
Contemporary Issues in Marketing
|
15 Credits |
Compulsory |
| Selected contemporary issues in marketing will be explored from a critical perspective. Students will look at the research methods are used to explore marketing topics and concepts and investigate how different researchers have presented themes in marketing and the arguments they have made. |
|
Industrial Placement Sem B only
|
0 Credits |
Optional |
|
|
Industrial Placement Year
|
0 Credits |
Optional |
|
|
Placement Study Abroad (South East Asia)
|
0 Credits |
Optional |
| The student will complete a period of study abroad at a partner institution following an appropriate programme of study, set out in a learning agreement, agreed by the student, the programme tutor at Hertfordshire and the international office at the partner institution.
The programme of study in a placement year is less prescribed and can both reflect the interests of the student in their discipline area or to broaden their education. |
|
Placement Study Abroad (North America)
|
0 Credits |
Optional |
|
|
Placement Study Abroad (Australia)
|
0 Credits |
Optional |
|
|
Placement Study Abroad A (Europe)
|
0 Credits |
Optional |
|
|
Placement Study Abroad B (Europe)
|
0 Credits |
Optional |
|
|
Placement Study Abroad (Europe)
|
0 Credits |
Optional |
|
|
Industrial Placement (Semester A)
|
0 Credits |
Optional |
|
|
Forecasting Methods for Managers
|
15 Credits |
Optional |
| The process of making decisions in organisations is based, in most cases, on future values of many variables. Therefore, it is vital that these future values are predicted in the most accurate possible ways. This module introduces students to a variety of forecasting techniques used to predict future values. Much of the module will be devoted to the use of software, especially spreadsheets, to calculate forecasts and their associated errors. A particular emphasis will be on the pitfalls associated with the application of different forecasting techniques.
The module includes the following: the purpose of business forecasting; data collection and review; measuring the accuracy of forecasts; a range of methods presented for dealing with stationary time series, trend, seasonality and multi-variate models; demographics; communication of results to a business audience.
Students use a calculator and computer to calculate forecasts and related error measures and statistics. |
|
Dissertation - Marketing
|
30 Credits |
Optional |
| The dissertation offers the opportunity to undertake an individual piece of work that is designed to develop research skills relevant to a specific area of study. Students will be allocated an academic supervisor who will meet with students on a regular basis. On completion of the research, students will be required to produce a dissertation of between 7,000 to 10,000 words. The dissertation will be assessed using the Business School dissertation criteria that covers the management of the dissertation, the methodology used, the intellectual quality and originality, and the structure and coherence of the report. |
|
Small Business and Entrepreneurship
|
30 Credits |
Optional |
| This module addresses the entrepreneur, entrepreneurship and small business and its management. It will consider the entrepreneur and owner manager; their nature and motivation, and the character of the small enterprise. What are small businesses; how are they represented; and how can survival and growth be attempted?
The wide range of issues to be considered will include: consideration of opportunities and sources of new ideas; examination of legal forms available, including assessment of management buy-outs and the purchase of established businesses. We will consider financial issues including estimation of costs, and formal and informal sources of finance such as family, banks, equity and financing. We then move on to consider creativity; construction of business plans; failure and its causes; and sources of advice. Aspects of marketing of special relevance, such as networking, word of mouth, and personal selling are examined; including broader themes of significance such as family business. |
|
Sales and Key Account Management
|
15 Credits |
Optional |
| This module builds on students' previous study of marketing by providing an insight into the sales function as applied to business and consumer sales an essential element of the marketing communications mix. From the sales management perspective, the module focuses upon the key areas of sales management - such as the role of personal selling; personal selling skills; sales force management, recruitment, motivation and control; and KAM. |
|
Managing Media and Communications
|
30 Credits |
Optional |
| This module is offered to specialist marketing students. It aims to provide a critical understanding of the theory underpinning marketing communications. The theory reviewed includes communications theory, buyer behaviour theory as well as integrated marketing communications theory. The module considers how marketing communication works, taking into account various contexts including the global context. Organisations are considered in detail in terms of their inter-relationship with various stakeholders. |
|
Research Methods
|
0 Credits |
Optional |
| This non-credit bearing module of study is designed to provide students with sufficient research skills in order to successfully undertake a dissertation and/or research project.
Key themes covered by the module, include:
Primary and secondary research
Formulating the research objectives/questions
Quantitative and qualitative research methods (inc. sampling)
Writing the methodology chapter
The need for a theoretical underpinning, and writing the literature review
Ethics considerations and the approval process
Presenting research findings. |
|
Industry Practice in Marketing
|
15 Credits |
Optional |
| In this module students will assess, develop and evaluate their employability skills through work-based learning. Students will use the professional framework relevant to their specialism to demonstrate competencies. Through their work, students will have opportunities to apply and critically evaluate academic theories and current business school research. Work-based learning opportunities include: placement, part-time work, internship, project work, involvement in research or volunteering. |
|
Advanced Integrated Marketing Internship
|
30 Credits |
Optional |
| This module is designed to develop high calibre research on a “live” topic and provide students with essential work experience. An organisation is asked to act as a client to discuss aspects of their current strategic marketing position with a student. The student investigates the issues highlighted and provides conclusions and viable recommendations based on rigorous and in depth research.
It is similar in depth and breadth to the more traditional and widely known dissertation, but gives students an opportunity to apply their knowledge and understanding to a critical business situation.
Students are required to take the Research Methods (6bus1086) that is attached to dissertation in order for them to obtain knowledge and understanding of carrying out primary research and interpreting data |
|
HBS Placement
|
0 Credits |
Optional |
| This activity is self-directed by the student and carries no credits. Students will be supported by the Professional Experience Module Leader, Professional Experience Visit Co-ordinator, an Academic Mentor and the Centre for Academic Skills Enhancement (CASE). Successful completion of the Professional Experience Module leads to the appropriate suffix on students’ degree title stated on the programme specifications. |
|
German Mini Project
|
15 Credits |
Optional |
| This module provides students with an opportunity, under tutorial guidance, to choose a topic of interest to them related to an aspect of the social, political, economic or cultural life of a German -speaking country, to research a topic, using authentic materials to write an essay on the topic in German. |
|
Spanish Mini Project
|
15 Credits |
Optional |
| This module provides students with an opportunity, under tutorial guidance, to choose a topic of interest to them related to an aspect of the social, political, economic or cultural life of a Spanish -speaking country, to research a topic, using authentic materials to write an essay on the topic in Spanish. |
|
German Project
|
30 Credits |
Optional |
| This module provides students with an opportunity, under tutorial guidance, to choose a topic of interest to them related to an aspect of the social, political, economic or cultural life of a German.-speaking country, to research a topic, using authentic materials to write a project on the topic in German. Students are encouraged to conduct interviews with native German-speakers, having completed the necessary University formalities to obtain Ethics approval. |
|
French Route A - 6a
|
15 Credits |
Optional |
| This module further improves the students’ competence and confidence from study at levels 4 and 5 in
understanding and responding to more advanced written and spoken French. Students develop skills which will
be of value both professionally and socially and will be exposed to a wider variety of contexts and language
registers.
The module will enable students to participate more fully in discussions and develop logical argument. They
will carry out reading and listening tasks and write texts within the framework of the vocabulary and
grammatical structures studied. The module will be largely course book based, supplemented by on-line
materials including for example on-line TV news items, blogs and magazine websites. |
|
French Route A - 6b
|
15 Credits |
Optional |
| This module enables students to improve further their competence and confidence from the previous semester
in understanding and responding to more advanced French. Students continue to develop skills which will be of
value both professionally and socially. The module will enable students to play a more active and spontaneous
part in discussions and to use a wider range of phrases which express different shades of opinion in speaking
and writing. They will carry out reading and listening tasks and write texts within the framework of the
vocabulary and grammatical structures studied. The module will be largely course book based, supplemented
by on-line materials including for example on-line news reports, blogs and magazine websites. |
|
Spanish Route A - 6a
|
15 Credits |
Optional |
| This module further improves the students’ competence and confidence from study at levels 4 and 5 in
understanding and responding to more advanced written and spoken Spanish. Students develop skills which
will be of value both professionally and socially and will be exposed to a wider variety of contexts and language
registers.
The module will enable students to participate more fully in discussions and develop logical argument. They
will carry out reading and listening tasks and write texts within the framework of the vocabulary and
grammatical structures studied. The module will be largely course book based, supplemented by on-line
materials including for example on-line TV news items, blogs and magazine websites. |
|
Spanish Route A - 6b
|
15 Credits |
Optional |
| This module enables students to improve further their competence and confidence from the previous semester
in understanding and responding to more advanced Spanish. Students continue to develop skills which will be
of value both professionally and socially. The module will enable students to play a more active and
spontaneous part in discussions and to use a wider range of phrases which express different shades of opinion
in speaking and writing. They will carry out reading and listening tasks and write texts within the framework of
the vocabulary and grammatical structures studied. The module will be largely course book based,
supplemented by on-line materials including for example on-line news reports, blogs and magazine websites. |
|
French Route B - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on ensuring that students have a grammatically sound command of both
the written and the spoken forms of French. A thematic approach to language learning will be used, improving
the student's linguistic ability and knowledge of more complex French. The module will be based on selected,
more complex carefully graded texts and materials compiled from a variety of sources made available to
students through Studynet. Students will participate in discussions on a variety of topics focusing on cultural
issues, tourism and the world of work. |
|
French Route B - 6a
|
15 Credits |
Optional |
| Emphasis will be placed on ensuring that students have a grammatically sound command of both the written
and the spoken forms of French. A thematic approach to language learning will be used, improving the
student’s linguistic ability and knowledge of more complex French. The course will be based on selected,
complex carefully graded texts, online and audiovisual materials compiled from a variety of sources made
available to students through StudyNet. Typical themes of study will focus on social, economic and cultural
issues. Student will be expected to take part in discussions on the various topics studied. |
|
Spanish Route B - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on ensuring that students have a grammatically sound command of both
the written and the spoken forms of Spanish. A thematic approach to language learning will be used, improving
the student's linguistic ability and knowledge of more complex Spanish. The module will be based on selected,
more complex carefully graded texts and materials compiled from a variety of sources made available to
students through Studynet. Students will participate in discussions on a variety of topics focusing on cultural
issues, tourism and the world of work |
|
German Route A - 6a
|
15 Credits |
Optional |
| This module further improves the students’ competence and confidence from study at levels 4 and 5 in
understanding and responding to more advanced written and spoken German. Students develop skills which
will be of value both professionally and socially and will be exposed to a wider variety of contexts and language
registers.
The module will enable students to participate more fully in discussions and develop logical argument. They
will carry out reading and listening tasks and write texts within the framework of the vocabulary and
grammatical structures studied. The module will be largely course book based, supplemented by on-line
materials including for example on-line TV news items, blogs and magazine websites. |
|
German Route A - 6b
|
15 Credits |
Optional |
| This module enables students to improve further their competence and confidence from the previous semester
in understanding and responding to more advanced German. Students continue to develop skills which will be
of value both professionally and socially. The module will enable students to play a more active and
spontaneous part in discussions and to use a wider range of phrases which express different shades of opinion
in speaking and writing. They will carry out reading and listening tasks and write texts within the framework of
the vocabulary and grammatical structures studied. The module will be largely course book based,
supplemented by on-line materials including for example on-line news reports, blogs and magazine websites. |
|
German Route B - 6a
|
15 Credits |
Optional |
| Emphasis will be placed on ensuring that students have a grammatically sound command of both the written
and the spoken forms of German. A thematic approach to language learning will be used, improving the
student’s linguistic ability and knowledge of more complex German. The course will be based on selected,
complex carefully graded texts, online and audiovisual materials compiled from a variety of sources made
available to students through StudyNet. Typical themes of study will focus on social, economic and cultural
issues. Student will be expected to take part in discussions on the various topics studied. |
|
German Route B - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on ensuring that students have a grammatically sound command of both
the written and the spoken forms of German. A thematic approach to language learning will be used, improving
the student's linguistic ability and knowledge of more complex German. The module will be based on selected,
more complex carefully graded texts and materials compiled from a variety of sources made available to
students through Studynet. Students will participate in discussions on a variety of topics focusing on cultural
issues, tourism and the world of work |
|
Mandarin Route A - 6a
|
15 Credits |
Optional |
| This module further improves the students’ competence and confidence from study at levels 4 and 5 in
understanding and responding to more advanced written and spoken Mandarin Chinese. Students develop
skills which will be of value both professionally and socially and will be exposed to a wider variety of contexts
and language registers.
The module will enable students to participate more fully in discussions and develop logical argument. They
will carry out reading and listening tasks and write texts within the framework of the vocabulary and
grammatical structures studied. The module will be delivered via on-line materials including video clips and
Chinese websites. |
|
Mandarin Route A - 6b
|
15 Credits |
Optional |
| This module enables students to improve further their competence and confidence from the previous semester
in understanding and responding to more advanced Mandarin Chinese. Students continue to develop skills
which will be of value both professionally and socially. The module will enable students to play a more active
and spontaneous part in discussions and to use a wider range of phrases which express different shades of
opinion in speaking and writing. They will carry out reading and listening tasks and write texts within the
framework of the vocabulary and grammatical structures studied. The module will be delivered via on-line
materials including video clips and Chinese websites. |
|
French Route C - 6a
|
15 Credits |
Optional |
| Emphasis will continue to be placed on improving the student’s linguistic ability primarily through the study of
selected themes taken from online newspapers,magazines,websites. Students will acquire a better
understanding of contemporary France through the study of selected events of great importance to French
society in the first part of the 20th century.
Students will be expected to research their own materials and present them in discussions, analysing them
and reflecting upon them. Complex and more subtle grammatical points will be analysed through the study of
texts. |
|
French Route C - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on improving the student’s linguistic ability primarily through the study of
selected themes taken from online newspapers, magazines, websites. Students will continue to develop an
understanding of the relationship between key aspects of contemporary France and historical facts which
occurred in the second part of the 20th century.
Students will be expected to research their own materials and present them in discussions, analysing them
and reflecting upon them.
Complex and more subtle grammatical points will be analysed through the study of texts. |
|
Spanish Route C - 6a
|
15 Credits |
Optional |
| Emphasis will continue to be placed on improving the student’s linguistic ability primarily through the study of
selected themes taken from online newspapers,magazines,websites chosen specifically to illustrate
contemporary issues in the Spanish-speaking world.
Students will be expected to research their own materials and present them in discussions, analysing them
and reflecting upon them. Complex and more subtle grammatical points will be analysed through the study of
texts |
|
Spanish Route C - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on improving the student’s linguistic ability primarily through the study of
selected themes taken from online newspapers, magazines, websites chosen specifically to illustrate
contemporary issues in the Spanish-speaking world. Students will be expected to research their own materials
and present them in discussions, analysing them and reflecting upon them.
Complex and more subtle grammatical points will be analysed through the study of texts. |
|
Spanish Route B - 6a
|
15 Credits |
Optional |
| Emphasis will be placed on ensuring that students have a grammatically sound command of both the written
and the spoken forms of Spanish. A thematic approach to language learning will be used, improving the
student’s linguistic ability and knowledge of more complex Spanish. The course will be based on selected,
complex carefully graded texts, online and audiovisual materials compiled from a variety of sources made
available to students through StudyNet. Typical themes of study will focus on social, economic and cultural
issues. Student will be expected to take part in discussions on the various topics studied. |
|
Italian Route B - 6a
|
15 Credits |
Optional |
| Emphasis will be placed on ensuring that students have a grammatically sound command of both the written
and the spoken forms of Italian. A thematic approach to language learning will be used, improving the
student’s linguistic ability and knowledge of more complex Italian. The course will be based on selected,
complex carefully graded texts, online and audiovisual materials compiled from a variety of sources made
available to students through StudyNet. Typical themes of study will focus on social, economic and cultural
issues. Student will be expected to take part in discussions on the various topics studied. |
|
Japanese Route A - 6a
|
15 Credits |
Optional |
| This module further improves the students’ competence and confidence from study at levels 4 and 5 in
understanding and responding to more advanced written and spoken Japanese. Students develop skills which
will be of value both professionally and socially and will be exposed to a wider variety of contexts and language
registers.
The module will enable students to participate more fully in discussions and develop logical argument. They
will carry out reading and listening tasks and write texts within the framework of the vocabulary and
grammatical structures studied. The module will be largely course book based, supplemented by on-line
materials including for example on-line TV news items, blogs and magazine websites. |
|
Japanese Route A - 6b
|
15 Credits |
Optional |
| This module enables students to improve further their competence and confidence from the previous semester
in understanding and responding to more advanced Japanese. Students continue to develop skills which will be
of value both professionally and socially. The module will enable students to play a more active and
spontaneous part in discussions and to use a wider range of phrases which express different shades of opinion
in speaking and writing. They will carry out reading and listening tasks and write texts within the framework of
the vocabulary and grammatical structures studied. The module will be largely course book based,
supplemented by on-line materials including for example on-line news reports, blogs and magazine websites. |
|
German Route C - 6a
|
15 Credits |
Optional |
| Emphasis w ill continue to be placed on improving the student’s linguistic ability primarily through the study of selected themes taken from online news papers, magazines, websites chosen specifically to illustrate contemporary issues in the German-speaking world.
Students w ill be expected to research their own materials and present them in discussions, analysing them and reflecting upon them. Complex and more subtle grammatical points w ill be analysed through the study of texts. |
|
German Route C - 6b
|
15 Credits |
Optional |
| Emphasis will continue to be placed on improving the student’s linguistic ability primarily through the study of selected themes taken from online newspapers, magazines, websites chosen specifically to illustrate contemporary issues in the German speaking world. Students will be expected to research their own materials and present them in discussions, analysing them and reflecting upon them.
Complex and more subtle grammatical points will be analysed through the study of texts. |
