Level 4

Module	Credits	Compulsory/optional
Introduction to Marketing Communications	15 Credits	Compulsory
The module will introduce students to the various traditional and digital marketing communications tools and channels. The module provides a basic understanding of relevant integrated marketing communications, social influence and messaging theories. This module will cover the main areas of advertising, digital marketing tools, content and direct marketing and PR. Students will be introduced to differences between paid, earned and owned media.
Marketing Data Analysis	15 Credits	Compulsory
The module will introduce students to a variety of data analysis techniques for marketing. Using these techniques, students will be guided into formulating and solving models of business problems, using marketing data sets where possible. Students will learn to interpret the solutions. Students will be introduced to and encouraged to use spreadsheet and statistical software. The main topics studied include: investment appraisal; summary statistics; probability distributions for marketing; correlation and linear regression; forecasting techniques for time series; and project management.
Professional Development for Marketers	30 Credits	Compulsory
The module provides students with academic study skills and strategies to underpin their subsequent studies, and a series of practical business skills that will assist them in becoming effective marketing professionals.
Principles of Marketing (CIM)	15 Credits	Compulsory
This module enables students to develop a basic understanding of the key concepts and theories that underpin the marketing profession. Students will study key components of the marketing environment and factors that influence consumer behaviour; the history of marketing and ethical considerations. Topics covered will include segmentation, marketing research, the marketing mix and competitive positioning. Students will apply this knowledge to a range of different contexts such as consumer marketing, business to business and not for profit. This module incorporates the syllabus for the CIM Award in Marketing Principles (L3) which students have the option to take.
Foundations of Economics for Marketers	15 Credits	Compulsory
The Module introduces basic economic principles and aims to develop economic reasoning, ultimately leading students to appreciate the application of economics to a range of marketing and business problems and its relevance in a variety of contexts. It starts with building the knowledge of how resources are allocated, distributed, and utilised. Consequently, the production of goods and services, and their consumption will be considered. As a result, the microeconomic concepts of decision and choice will be addressed, linking directly to the consumer behaviour issues in marketing. The discussion about pricing and use of inputs, the interdependency of markets, and economic welfare will equip students with the decision-making tools. And, finally, the macroeconomic aspects (for example, economic growth, financial and business cycles, the role of money and finance in the economy) will provide further insights into the business environment.
Creativity, Technology and Innovation	15 Credits	Optional
This module covers the main theoretical models of the discipline, and an understanding of the external environmental climate for products and services, and the main business processes and resources affected when businesses react to these new challenges. Appropriate international perspectives will be included. Creativity, technology and innovation are three important interrelated drivers for internal and external marketing strategy. Marketers are increasingly being challenged to manage these assets, and driver changes in business processes and resource skills. How can marketers utilise these assets to create, develop and deliver customer valued products and services? How will this reconcile with the corporate imperative to make profits? Externally, how does the consumer and customer react to these new technologies? Will patterns of business and markets change as a consequence of these sometimes discontinuous innovations? Creativity in the products and marketplaces produce their own unique challenges, do they represent opportunities or threats to market leadership?
Digital Marketing Essentials	15 Credits	Optional
This module introduces students to digital marketing tools and techniques widely used by marketers across different kinds of organisations. The module is highly interactive and uses current case study material to expose students to digital marketing campaigns - success and failures -, digital marketing evaluation techniques and integration of digital marketing with organisations’ overall business strategy and marketing communication.
Mandarin Route A - 4a	15 Credits	Optional
This module will enable students to communicate in Mandarin Chinese at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading and listening tasks and write short 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 - 4b	15 Credits	Optional
This module will enable students to communicate in Mandarin Chinese at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading (pinyin) and listening tasks and write short 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 A - 4a	15 Credits	Optional
This module will enable students to communicate in French at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
French Route A - 4b	15 Credits	Optional
This module will enable students to communicate further in French at a basic level in a range of everyday social situations. Students will learn to talk about past and forthcoming events, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
French Route B - 4a	15 Credits	Optional
This module broadens and consolidates the students’ competence in French. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
French Route B - 4b	15 Credits	Optional
This module broadens and consolidates the students’ competence in French. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
German Route A - 4a	15 Credits	Optional
This module will enable students to communicate in German at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
German Route A - 4b	15 Credits	Optional
This module will enable students to communicate further in German at a basic level in a range of everyday social situations. Students will learn to talk about past and forthcoming events, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
German Route B - 4a	15 Credits	Optional
This module broadens and consolidates the students’ competence in German. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
German Route B - 4b	15 Credits	Optional
This module will extend the students’ competence in German through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 - 4a	15 Credits	Optional
This module will enable students to communicate in Japanese at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
Japanese Route A - 4b	15 Credits	Optional
This module will enable students to communicate further in Japanese at a basic level in a range of everyday social situations. Students will learn to talk about past and forthcoming events, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
Spanish Route C - 4a	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.
Spanish Route C - 4b	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
Spanish Route A - 4a	15 Credits	Optional
This module will enable students to communicate in Spanish at a basic level in a range of everyday social situations. Students will learn to talk about themselves and their daily life, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
Spanish Route A - 4b	15 Credits	Optional
This module will enable students to communicate further in Spanish at a basic level in a range of everyday social situations. Students will learn to talk about past and forthcoming events, carry out reading and listening tasks and write short texts within the framework of the vocabulary and grammatical structures studied. The module will be course book based, supplemented by on-line materials including for example video clips, blogs and magazine websites.
Spanish Route B - 4a	15 Credits	Optional
This module broadens and consolidates the students’ competence in Spanish. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
Spanish Route B - 4b	15 Credits	Optional
This module will extend the students’ competence in Spanish through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 B-4A	15 Credits	Optional
This module broadens and consolidates your competence in Japanese. You will learn to talk about student life and travel, 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.
Japanese Route B-4B	15 Credits	Optional
This module will extend your competence in Japanese through the introduction of more advanced language structures. You will learn to discuss work and future plans, studying and living abroad. You 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.

Level 5

Module	Credits	Compulsory/optional
Managing People	15 Credits	Compulsory
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes: - The development of HRM, theory and practice, contextual factors, strategic approaches. - Recruitment and selection - role of R&S, models of R&S and their application. - Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations. - Flexibility - managing flexibility. - Performance and reward management - managing people for performance, motivation and the link with reward management. - Employee participation and involvement - definition of terms. Factors affecting the success of employee involvement (EI). Effective communication. - Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes. Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced.
Enterprise	15 Credits	Compulsory
In this module, students study the nature of enterprise and entrepreneurship, its importance to society and the individual personal opportunities that developing enterprise skills provides. Students will also work in a team to identify a new business opportunity and take this idea through the full business planning cycle, ending in a formal presentation of their proposed enterprise. Topics covered will normally include: - Concepts of enterprise and entrepreneurship - The economic impacts of enterprise - Insights into developing new ideas - Construction of business plans - Sources of advice and support schemes - Net working
Enhancing Employability in Marketing	15 Credits	Compulsory
The module will enable students to research employment issues and opportunities and in marketing and to develop an action plan to help them secure eventual employment. It will also help students to continue to develop their employability skills. Module content will include: - The changing nature of the workplace and employer needs - Job search and career planning - Personal development planning - Recruitment and selection processes including the use of selection centres - Contemporary issues affecting employability within marketing Students will identify a potential career area, research relevant employment issues and analyse specific opportunities available in this field, before carrying out appropriate personal analysis leading to the formalisation of a career action plan.
Strategic Marketing Planning	15 Credits	Compulsory
This module will introduce students to the underlying philosophy of marketing planning and the significance of the planning phase in order to give an overall perspective of what planning aims to achieve. It will introduce a range of tools and techniques for use when developing marketing audits and plans and test students’ ability to synthesise and apply these.
Product Innovation (International)	15 Credits	Compulsory
Developing new products and services on a continuous basis is essential for organisational survival and for organisations to sustain a competitive position. Innovation is also essential for the continued growth and success of economies throughout the world. In addition to allowing companies to say competitive, new product and service ideas are driven by creativity, human needs, and by opportunities that arise from other developments such as new technologies or changes in the macro environment. Entrepreneurs and social innovators have the knowledge and skills to act on these opportunities and to provide effective, useful and profitable products or services that fill needs and solve problems, however, a number of considerations must be taken into account to allow for successful commercialisation. Attention will be given to the NPD (new product development) process of large, medium and small businesses who are planning to enter international markets at the individual country, regional and/or global levels.
Consumer Behaviour	15 Credits	Compulsory
The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Perception of the self and brands is considered along with the social issues of behaviour, beliefs and personality and its longer-term impact on consumer learning. The module offers an introduction to the psychology of the consumer, and the impact that this has for the Marketer in creating, developing and delivering customer-valued products and services.
Marketing for the Creative and Cultural Industries	15 Credits	Optional
This module focuses on the role and application of marketing theories and techniques to the arts, both in the profit and non-profit sectors. It focuses on the arts marketing environment, reflecting on well known marketing concepts, and develops themes such as celebrities, social arts marketing, multi-culturalism, controversy and ethics.
Services Marketing	15 Credits	Optional
The module is designed for marketing specialist students to introduce them to the ever increasing services industries, both in commercial and non-commercial sectors, through various marketing applications in a wide range of situations, including non-traditional marketing contexts. Certain sectors and industries are frequently covered by marketing courses, whilst other areas, although extremely important to a country in terms of gross turnover and strategic implications, are virtually neglected, leaving marketing students ill-prepared when they leave university and work in a variety of situations either on placement or after graduation. This module aims to look at the different applications of the marketing mix particularly within the service environment – and how the different commercial and organisational settings affect the implementation of marketing principles. Such areas as retailing, public sector, small businesses, charities and non-profit making organisations and professional services will be covered.
Understanding Customers	15 Credits	Optional
The understanding of consumers and their buying and consuming behaviour will enable students to have a greater understanding of targeting customer groups, products, services and brand positioning for the development of new products and services, target marketing and tailored communication strategies. This module will equip students for a career in market and customer analysis and research, advertising and marketing communications.
Business Analysis Tools	15 Credits	Optional
The module will introduce students to a variety of business analysis techniques. Students will be guided into formulating business problems as models. These models will enable them to solve problems in an organisational context. Students will be introduced and encouraged to use appropriate software to solve the models (eg spreadsheets and specialist business analysis software). The main topics studied include: - Business analysis methodology - Project management - Scheduling and sequencing in business - Forecasting methods - Introduction to business simulation - Linear programming and business optimisation - Inventory models - Markov analysis
French Route A - 5a	15 Credits	Optional
This module broadens and consolidates the students’ competence in French. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
French Route A - 5b	15 Credits	Optional
This module will extend the students’ competence in French through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 - 5b	15 Credits	Optional
This module will extend the students’ competence in Spanish through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 B - 5a	15 Credits	Optional
This module further improves the students’ competence and confidence from study at level 4 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 B - 5b	15 Credits	Optional
This module further improves the students’ competence and confidence from study at level 4 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.
Spanish Route B - 5a	15 Credits	Optional
This module further improves the students’ competence and confidence from study at level 4 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 B - 5b	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.
German Route A - 5b	15 Credits	Optional
This module will extend the students’ competence in German through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 - 5a	15 Credits	Optional
This module broadens and consolidates the students’ competence in German. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
German Route B - 5a	15 Credits	Optional
This module further improves the students’ competence and confidence from study at level 4 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 B - 5b	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 C - 5a	15 Credits	Optional
Emphasis will continue to be placed on improving the students' linguistic ability and knowledge through the in depth study of selected political, cultural, linguistic and economic topics relating to German speaking countries. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines. Students will be expected to research their own materials and present their findings in class discussions.
German Route C - 5b	15 Credits	Optional
Emphasis will continue to be placed on improving the student’s linguistic ability and knowledge so as to equip them with the skills necessary to study and work in a German speaking country. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines and company websites. Students will research their own materials to be analysed and presented in class discussions.
Mandarin Route A - 5a	15 Credits	Optional
This module broadens and consolidates the students’ competence in Mandarin Chinese. Students will learn to talk about student life and travel, carry out reading and listening tasks and write texts within the framework of the vocabulary and grammatical structures studied. Chinese characters will be introduced. The module will be delivered via on-line materials including video clips and Chinese websites.
Mandarin Route A - 5b	15 Credits	Optional
This module will extend the students’ competence in Mandarin Chinese through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 - 5a	15 Credits	Optional
Emphasis will continue to be placed on improving the students' linguistic ability and knowledge through the in depth study of selected cultural, linguistic and economic topics on the French regions. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines. Students will be expected to research their own materials and present their findings in class discussions.
French Route C - 5b	15 Credits	Optional
Emphasis will continue to be placed on improving the student’s linguistic ability and knowledge so as to equip them with the skills necessary to study and work in France and give them an understanding of demographic trends in Europe and France. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines and company websites. Students will research their own materials to be analysed and presented in class discussions.
Spanish Route C - 5b	15 Credits	Optional
Emphasis will continue to be placed on improving the student’s linguistic ability and knowledge so as to equip them with the skills necessary to study and work in Spain. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines and company websites. Students will research their own materials to be analysed and presented in class discussions.
Spanish Route A - 5a	15 Credits	Optional
This module broadens and consolidates the students’ competence in Spanish. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.
Spanish Route C - 5a	15 Credits	Optional
Emphasis will continue to be placed on improving the students' linguistic ability and knowledge through the in depth study of selected political, cultural, linguistic and economic topics of selected Spanish-speaking countries in Latin America. The module will be based on materials taken from written and audiovisual materials compiled from a variety of sources such as online newspapers, magazines. Students will be expected to research their own materials and present their findings in class discussions.
Japanese Route A - 5b	15 Credits	Optional
This module will extend the students’ competence in Japanese through the introduction of more advanced language structures. Students will learn to discuss work and future plans, studying and living abroad. 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 - 5a	15 Credits	Optional
This module broadens and consolidates the students’ competence in Japanese. Students will learn to talk about student life and travel, 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, video clips, blogs and magazine websites.

Level 6

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

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 10,000 words. The dissertation will be assessed using the Business School dissertation criteria that covers the management of the dissertation, the research methods used, the intellectual quality and originality, and the structure and coherence of the report.
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.
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.