This module aims to develop managerial and life skills required for self-improvement and employability during and after studies:

• Team building and collaborative Skills
• Managerial and interpersonal skills
• Writing and communicating effectively
• Employability workshops and career events

This module aims to enhance your skills, both for the programme and to prepare you for the workplace after graduation. It is not a formally assessed.

The dissertation represents the keystone module in the MRes in Advanced Marketing Management.

It integrates the key intellectual skills (including critical thinking) with the generic research skills from the research methodology classes in order to investigate a specific topic from one of the specialist areas of Marketing.

Students on this module must complete a research based dissertation which also represents an important opportunity for students to further and deepen their individual understanding of a research topic in a specific area of marketing.

This module focuses on applying brand management theory into real-world scenarios by examining various brands and case studies. The objectives of this module are to:

• develop an understanding of the hierarchical structure and process of brand management actions;
• raise awareness of the decisions involved in brand management;
• explore the criteria used to evaluate and monitor brand-related activities.

The module delves into the role of brand management in organisations and consumer culture. It covers the types of decisions involved in managing brands and discusses contemporary challenges and opportunities. The module includes a range of lectures and case studies and is assessed through group work and examination.

The main focus of this module is to understand how businesses operate within markets. Specifically, the module will teach you how businesses purchase from and market to each other. Throughout the module, you will develop skills in three main areas:

1. identifying and explaining important factors that affect business markets,
2. using concepts, models, and theories to analyse market structures, marketing strategies, and purchasing strategies, and
3. conducting business negotiations and developing strategies that promote long-term value creation.

This module is designed to provide an in-depth understanding of various forms of online consumer engagement in the context of online consumer behaviour and digital marketing. Students will gain insights into a wide range of topics, such as online consumers, digital engagement, social media, and digital channel marketing.

The module will also cover the latest trends in online consumer engagement, such as augmented reality, virtual reality, and artificial intelligence. By the end of the module, you will have developed a critical understanding of these topics and will be able to apply your knowledge in the field of digital marketing.

This module endorses a holistic mindset for digital marketing. Assessing popular websites and their effectiveness in marketing and branding through web analytics. You will be encouraged to think less in terms of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) but rather think in terms of optimising communications because neither SEO nor SEM exist in isolation.

In today's global marketplace, successful companies must adapt to the changing socio-cultural landscape of the world. This is especially important as globalism and nationalism debates continue to rise.

This module takes the view that the global marketplace is characterised by increasingly diverse yet interrelated cultures, creating new opportunities and challenges for international marketers.

Focusing on the consumer and cultural aspects of global marketing management, this module will go beyond the textbook to examine the pluralistic and ever-changing consumer market shaped by globalisation and fragmentation. Specifically, this module is organised around four substantive areas representing the most dominant arenas of international consumer research:

1. cultural convergence versus divergence,
2. the dark side of global consumer culture,
3. cross-cultural research, and
4. the marginalised consumers in the global market.

This module considers global strategic marketing from two thematic perspectives: the internationalisation of the firm and the globalisation of markets. The first theme looks at the way in which firms expand into markets through consideration of the organisational and marketing challenges. This includes market selection, entry mode choice and brand strategy. The second theme looks at the changes that occur in global markets and how this creates a dynamic environment, both positive and negative for international businesses.

Marketing in Practice contains three sub-modules:

• Practising Marketing Management,
• The Mindful Marketer and
• Strategic Marketing.

The central aim of Marketing in Practice is to allow you to develop the crucial skills of criticality and reflexivity – personal capabilities that are crucial whether you are an aspiring marketing manager or marketing academic.

The module "Researching Markets and Marketing" encompasses both qualitative and quantitative research components.

The qualitative research aspect of the module will focus on developing advanced skills in critical reflection and applying qualitative research techniques (such as focus groups, interviews, projective techniques and observation) in marketing. The primary objective of this component is to engage in and reflect on the qualitative research process and provide practical insights in marketing contexts.

For the quantitative part of this module, you will learn various statistical techniques using SPSS, a widely used industry statistical package in market research and scholarly research in marketing. The statistical techniques you will learn include analysis of variance, regression analysis, factor analysis, and experimentation. The primary focus of this part of the module is to enable you to build a narrative from data to facilitate informed managerial decision-making.