Component

MA Public Opinion and Political Behaviour
MSc Digital Marketing and Analytics options

Year 1, Component 06

EBS (Colchester Campus) option(s) from list
BE485-7-AU
Management and Strategy
(20 CREDITS)

This module is designed to encourage students to reflect on a variety of issues relating to management and business strategy. It will introduce students to the basics of management such as dealing with teams, culture and organisational management structures. It will then introduce students to managing strategically, covering topics that involve the analysis of the external and internal environments of the business as well as avenues for implementation. Consequently, the module offers an insight into a range of current business issues, management dilemmas, ethical considerations, and general governance issues relating to the strategic direction of organisations. Overall, the module provides an introduction to management and strategy and a critical examination of its application in practice.

BE486-7-AU
Organisational Behaviour and Human Resource Management
(20 CREDITS)

This module is designed to encourage students to think and reflect upon the nature of managing people and organisations. In particular, it encourages students to consider the main topics of Organisational Behaviour and Human Resource Management. Throughout the sessions, the core issues affecting organisational behaviour and outcomes will be discussed and critically analysed. Therefore, it invites participants to consider the tensions emerging from competing views and perspectives. In so doing, the module challenges many of the taken-for-granted assumptions about people management, and provides tools to analyse organisations and to explore the realities of organisational life.

BE555-7-SP
Consumer Behaviour
(20 CREDITS)

This module evidences how buyer behaviour plays an essential role in marketing strategy. You consider how marketers use consumer insights and behaviour theory and look beyond the act of buying to consider the entire consumption cycle, from pre to post-purchase. You explore consumer behaviour theories in relation to market consumption, viewing consumers as individuals, decision-makers and social beings, and discuss the wider implications of living in a consumer society.

BE557-7-AU
Perspectives on Marketing
(20 CREDITS)

Explore the foundational principles of marketing as an academic subject and practice, by considering marketing from different perspectives including consumer behaviour, the marketing mix perspective, services marketing, retail and place marketing, marketing communications, ethical marketing, and global marketing.

BE562-7-SP
Marketing and Innovation
(20 CREDITS)

The aim of this module is to introduce students to the theory and practice of marketing. It will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, and digital marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Further, the module focuses on the management of innovation activities within a marketing context. It introduces the management of innovation and technology as a multiple perspective approach, which incorporates the key areas of the business and management including innovation and marketing together.

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