Year 2 (national level 5):
Personal and Professional Development (20 credits)
Investigate the impact that your behaviour has upon your professional success. Engage with and reflect upon experiences and how they inform understanding of personal qualities that underpin your effectiveness. Use a structured environment to focus upon what it is that you want from the world of work and, just as importantly, to increase your chances of achieving it.
Quality Management for Organisational Excellence (20 credits)
Develop the ability to apply the concept of excellence in an organisational context. Gaining new knowledge will support you in appraising the EFQM Excellence Framework (European Framework for Quality Management. Developing your ability to recognise the difference in relationships between enablers and results that support identification of underpinning theories of excellence, leading to summarising of how organisations can be assessed using the excellence framework.
Business Ethics, Responsibility and Sustainability (20 credits)
Explore the various moral issues and dilemmas facing businesses in an era when people, governments, and media expect them to demonstrate responsible actions, ethical behaviour, and sustainable practices. Review personal values and reflect on how these might apply to businesses. Use case studies to investigate moral issues faced by firms today, examine the diversity of business environments they face, and contemplate the dilemmas they experience when doing business abroad.
Digital Marketing (20 credits)
Learn the key aspects of digital marketing, including search engine optimisation, website development, e-commerce, advertising online, email marketing, social media marketing, and digital analytics, and understand the role of each in effective online marketing. Investigate how the likes of personalization, viral marketing, influencers, affiliate marketing, and gaming can be successfully integrated within a digital strategy. Explore what the digital marketer must consider in addressing the behaviour and expectations of customers in both B2C and B2B markets, be they local, national, or global.
Marketing Management and Metrics (20 credits)
Building on your understanding of organisations, their environment, and marketing theory introduced in level 4, explore the role of marketing management in organisations today. Appraise marketing’s contribution to the creation and delivery of value to organisations’ stakeholders. Learn how organisations of various types measure their marketing performance.
Integrated Marketing Communications (20 credits)
Learn how to develop an integrated marketing communication plan and campaign, from a client and agency perspective. Analyse and be creative in a hands-on and practical module. Discover key theoretical models and principles of marketing communications and the promotional mix including advertising, sales promotion, public relations, personal selling, direct marketing, and new media.
