This module focuses on integrated marketing communications. It provides the delegates with command of the terminology, concepts, theory, recent developments and innovations and management implications of the communication element of the marketing mix with particular focus on the elements of Advertising and Sales Promotion. Examples and cases will be drawn from the international Advertising industry.

The website is the most important aspect when building a successful web presence. But it is only one component of a complex network of information about a business that projects its brand and expertise to those in search of a product or solution. To maximize the chances of being “found” when a prospective buyer is looking, companies need a broader view and coordinated approach to maximizing their web presence. This module is designed to help students understand how to define the goals of a website, to create an online presence, to differentiate their business and to capture leads.

Companies have access to an unprecedented volume and variety of marketing data through websites, social media and ad campaigns. In this module students will learn how analytics and predictive analytics is used in digital marketing, how key performance indicators are set to evaluate what has happened in the past and learn how to provide an assessment of what will happen in the future. The ultimate objective is to form strategies to improve marketing campaigns and develop strategies for optimal performance and ROI and plot cumulative transaction plots to understand the effectiveness of your marketing campaigns.

Emerging technologies, mobile devices and social media have changed the way that people use and share information in the online context. While all these technologies are booming, traditional marketing techniques are shifting to the digital environment. Organizations and brands are trying to understand this online journey and track the customer’s purchase behaviour. This digital disruption formed a new value creation which has become the basis for competitive strategy. Understandably, we have entered the era of digital, where suppliers, distributors, providers and customers are using the web as the main platform for communication and transactions. This module is designed to help students understand and shape innovation in the digital landscape and marketing brought by the internet-based tools, mobile and multimedia technologies.

The module objectives unfold in the spring semester. The purpose of this module is to provide students with the opportunity to independently undertake a research project on a particular topic of their choice. Students will determine an appropriate research question; review the literature on the subject of examination; develop, design and present a research proposal addressing the subject of examination; recruit participants; collect and analyze data.

The developments of the World Wide Web, globalisation, access to information and knowledge have made the study of consumer behaviour even more important. There is an absolute need in the area of marketing to examine the new type of consumer, the online consumer. This module examines the new characteristics of the consumer and attempts to compare the ‘traditional’ with the ‘new’. The use of new technologies and their effects on decision making process are analysed. The module examines how consumers think, feel and act regarding social media, online advertising and mobile technologies.

This module aims to familiarise students with a variety of research methods and approaches. Along these lines the module provides essential information on academic presentation, research and writing skills, examines a wide range of research methodologies, both qualitative and quantitative, with reference to their philosophical base and practical application in marketing & management. Moreover, it familiarises students with the development and the composition of a research proposal, the identification of the proper research methodology with regards to research idea, and advances students’ research and analytical skills.

The social media and mobile-driven world are changing the way we understand communication, advertising even privacy. Social media marketing tools are helping brands and organisations to reach more potential customers who are actively seeking services and products in the digital world via mobile and desktop devices. Companies are increasingly allocating more resources on digital activities.
This module is designed to help students understand how the social media marketing evolution has changed the way that brands communicate with their customers. Students will acquire practical knowledge of how to plan for social media and mobile devices. Further, they will become acquainted with all new and online media, such as: mobile marketing, inbound marketing, customer engagement through content strategy, e-commerce and social engagement. In addition, e-commerce automations, social campaign planning, social media insights and analytics will also be addressed.

This module introduces students to the theoretical and practical aspects of strategic marketing and the importance of strategic decisions. Strategic marketing is confronted with unprecedented challenges, driven by demanding customers with complex value requirements, aggressive global competition, turbulent markets, rapid emergence of disruptive technologies and global expansion initiatives. The themes of planning, implementing and controlling marketing activities are discussed thoroughly as well as the structure of the marketing plan and the strategies involved