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Marketing

Marketing

course overview

This specialisation will ensure that graduates are equipped with the necessary knowledge and skills to meet challenges in the ever-changing local and global marketing environments.

Students will learn how to apply their knowledge and skills to different real-world scenarios through case studies and project-based methods. Graduates will be well placed to meet the demands in the dynamic marketing world.

Career Opportunities

  • Advertising Director
  • Brand Director
  • Digital Marketing Director
  • Internet Marketing Director
  • Publicity Director
  • Marketing Manager
  • Project Manager
  • Market Research Manager
  • Product Manager
  • Marketing Consultant
  • Media Buyer
  • P.R Consultant

diploma in Business studies

Duration : 6 months

Academic Research and Communication Skills

This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills.
Students learn to locate, understand and critically evaluate information from books, journals, the Internet and primary sources in order to do effective research. Using these sources of information, students then produce an extended piece of analytical writing and give oral presentations to their peers. Skills in doing primary research (i.e. conducting focus groups and surveys), accessing and evaluating information, paraphrasing, using established referencing systems, applying the principles of effective communication and the professional presentation of documents are all covered during the module.

Marketing Foundation

To provide participants with the basic principles of marketing in the context of fashion retail industry through practical exercises, lectures, demonstrations and case studies. The primary scope is to cover all foundational concepts of fashion marketing management, so that the students are able to grasp other advanced modules in their program successfully. Students need to accomplish tasks such as an assignment, an integrated project and examinations in order to complete the module.

Business Statistics 1: Descriptive Statistic and Probability

The aim of this module is to provide students with analytical and interpretative skills so they can perform statistical calculations and interpret statistical reports. Statistics 1 explains the use of descriptive statistics to summarise data and introduces students to sampling and probability.

Human Resources Management

The purpose of this module is to introduce students to the principles and practices of Human Resource Management as applied to a small company.

Business Statistics 2: Inferential Statistics

The aim of this module is to provide students with analytical and interpretative skills so they can perform statistical calculations and interpret statistical reports. Statistics 2 explains inferential statistics and how to apply inferential statistical techniques in typical business situations.

Financial Management

The purpose of this module is to teach non-finance major students the basic concepts and techniques of financial management for small businesses.

Operation Service Design and Management 1

The purpose of this module is to develop students’ ability to design innovative, efficient and cost effective manufacturing systems and service operations.

Fundamentals of Management

The module promotes the understanding of management from a holistic perspective and will examine local, international and global management practices.

advanced diploma in Business Administration

Duration : 12 months

Market Research

This module introduces the students to the basic elements of market research for strategic decision making. Students will learn how to develop a research project through the selection and application of appropriate quantitative and qualitative research methods.

Consumer Behaviour

To provide students with the knowledge and skills to understand the fundamental factors that influence consumer behavior, their choices and purchasing decisions.

Strategic Planning

This module will equip students with the frameworks, tools, and concepts that is needed to understand strategy formulation and implementation. They will learn the fundamental aspects of business and corporate strategy; identifythe important opportunities and challenges facing a business and setting out a course of action for dealing with them; manage the firm’s competitive position and development, in order to ensure its long-term survival.

Operation Service Design and Management 2

The purpose of this module is to develop students’ ability to design innovative, efficient and cost effective manufacturing systems and service operations.

Introduction to Brand Management

This module introduces the concept of Branding by examining the process of how to build sustainable and credible brands that suits consumers’needs and wants and resonates with their desires. The subject examines the brand building process and branding strategy options to build emotional connection with consumers establish and sustain compelling market position and differentiate the brand from its competitors

Business Analytics

The recent explosion of digital data provides increasingly more opportunities for organizations to makedata-drivendecisions. Business analytics is the intersection of business, statistics, and technology, offering new opportunities for a competitive advantage. It unlocks the predictive potential of data analysis to improve operational efficiency, strategic management, and financial performance. The module aims to foster analytical and statistical thinking in business and management so that students are able to make informed decisions under uncertainty in realbusiness settings. Students are trained to understand the need for data, the importance of data production, the omnipresence of variability, and the quantification and explanation ofvariability.

Digital Marketing

Digital marketing techniques and practices are playing increasingly important roles for any organisation that needs to market products and services. This module will introduce students to some of the key aspects of digital marketing and provide them with the practical skills required to develop, execute and evaluate digital marketing campaigns.

Sensorial Marketing

This module will provide students with powerful tools in order to develop sensorial marketing strategies in fashion. Students will understand the variations in sensory perception and be able to adapt the texture, colors, fragrances, shape, assortment, and overall brand experience to every local market and fashion consumer. They will also have the needed knowledge to predict consumers’ purchasing behavior and assess the commercial appeal of a new product or fashion brand.

Team Building

The purpose of this module is to cover foundations of team work to enhance the operation of organizations through the better management of groups and teams. The students will learn: 1) why groups work the way that they do, and how to make them work better; 2) recognize systematic differences between types of groups and teams 3) Identify common challenges of working in groups, and avoid common mistakes made by groups and teams; 4) gain understanding of the basic psychological, social, and structural factors that may influence group performance; 5) get insight on additional ways of better group/team management.

Sales and Business Skills

The aim of this module is to develop students’ understanding of buyer and consumer behavior so they can develop more effective marketing plans and strategies.

Advertising and Public Relations

This module will provide a contemporary view of the role and importance of Advertising and Public Relations in the 21stcentury. Advertising describes a process that entails the planning, creation, integration and implementation of all diverse forms of mass communication that are delivered over time to a brand’s targeted customers and prospects. Students will learn how to influence or directly affect the buying behavior of targeted audiences.

Strategic Marketing

This module focuseson advanced marketing principles taking a strategic approach to creating and managing today’s marketing challenges in business. Students will be provided with a practical framework for the design, implementation and evaluation for strategic options for business planning. The focus will also be put on a marketing organization that can be both pro and re active to the competitive business environment. A thorough analysis of both macro and micro environments will be covered.

Diversity in Global Marketing

One of the most crucial and paramount tasks for Marketing Managers in the global marketplace is the ability to adapt to consumers from different cultures. Europe has always beenparticularly diverse –the European Union is currently comprised of 27 member countries, over 500 million people and over 20 different languages. Five main religions are represented, and there are significant variations in cultural, social, economic, legal, and political systems. Consequently, huge consumer differences exist within countries as much as between countries. A similar situation can be found in Asia, Africa and Latin America. In this module students will understand the complexity, the interrelatedness and the interaction of cultures, markets, and consumers in the globalized marketplace.

Service & Retail Marketing

This module provides an in-depthappreciation and understanding of the unique challenges inherent in managing and delivering service excellence at a profit. Students will appreciate the differences between services and physical good and hence, draw marketing implications arising from these differences. Students will be introduced to and have the opportunity to work with tools and strategies that address these challenges.

Business Portfolio

This module aims to provide students with the necessary skills to showcase their Business Portfolio while giving them the opportunity to gain real-world industry experiences. Self-promotion is critical to success in the 21st century and this concept of self-marketing forms the basis of the module. Students will find industrial projects and prepare a text/graphic based Business Portfolio Report (hardcopy and softcopy) based on the projects they will be undertaking. The Business Portfolio Report will demonstrate their value to their potential employers, highlight student’s work readiness and eligibility for admission to an organization.

Contemporary Issues in Business and Management

Students will understudy issues currently affecting business and management activities. This will enable students to reflect, analyse and propose potential solutions. Students should develop critical and analytical problem solving skills through the examination of the contemporary issues.

Duration : 1 year

Bachelor of Business Administration (Honours)
Marketing Specialisation

Duration : 12 months

Business Mathematics

The module is designed to enable students to learn andapply mathematics skills in business.

Ethics and Organization

This module explores some of the ethical and human rights issues confronting contemporary organisations. In the module, the main ethical perspectives adopted by individuals and organisations are considered.

Quantitative Methods

This module provides students with a conceptual understanding of the use or quantitative methods in the management decision-making. The many quantitative methods are explained -including how they work -and students will be shown how decision makers apply these methods and interpret data.

Macroeconomics

This module provides insights into the analysis of contemporary economic events and enables students with skills to assess the likely trends in macroeconomic variables that will facilitate decision making.

Managerial Accounting

This module aims to develop knowledge and understanding of the importance of performing and analyzing cost and quantitative information to support management planning and decision-making in a variety of business contexts.

Leadership and Innovations

This module introduces students to traditional and modern concepts of leadership, and focuses on skill and knowledge development and organizational operations, effectiveness and competition, and social responsibilities.

Business-to-Business Marketing

The module aims to provide students with a sound introduction to the distinct nature of business-to-business (B2B) marketing, as well as its relative importance compared to consumer-focused marketing.

Service Marketing

The aim of this module is to learn how service marketers can make use of all essential 4s to position their services. Students will learn how to manage and build loyalty, and have an effective service recovery and customer feedback system in place.

Applied Market Research

This module is designed to introduce business students to applied research methods and to facilitate students’ understanding of the role of research skills in business. Applied research has a practical problem-solving emphasis which responses to solving business problems through research processes to identify answers to specific research questions.

Sales and Management

This module aims to raise the students’ awareness of, and critically examine, the nature and relative importance of sales management, while emphasizing the links between selling and marketing strategy.

E-Marketing Strategy

This module introduces the application of marketing principles and techniques via the Internet. E-Marketing is the process of marketing a brand using the Internet and includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

Personal Selling

This course focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with tools for converting prospects into customers. This course includes discussion of technology tools and services that facilitate sales.

Retail Marketing

The key concepts, methods and techniques will be introduced in lectures but students will be expected to work cooperatively in groups and work on both individual and team activities.

Final Year Project I

This project is intended to be the culmination of learning undertaken in the Bachelor of Business Administration (Honours) programme through the completion ofan appropriate project and a written project report. The project provides an opportunity for students to define and to manage a self-contained task, which requires the use of cognitive, and project management skills. Students will apply concepts and principles learned in other courses to real situations.

Final Year Project II

This project is intended to be the culmination of learning undertaken in the Bachelor of Business Administration (Honours) programmethrough the completion of an appropriate project and a written project report. The project provides an opportunity for students to define and to manage a self-contained task, which requires the use of cognitive, and project management skills. Students will apply concepts and principles learned in other courses to real situations.

Professional Attachment

The content of this subject will be varied and flexible since the students will be expected to take an internship position in an approved company for a period of time (normally a duration of one term) to be negotiated with the company and approved by the Course Coordinator. There is considerable flexibility in this in that the needs of the companies will vary, but students will be expected to work full time for the company for at least 12 weeks of subject delivery in the majority of cases. Any changes to this must be approved by the Course Coordinator.

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