The module develops theoretical knowledge and industry-standard skills for careers in the advertising industry, focusing on the strategic role of advertising within marketing and marketing communications. Students explore the evolution of advertising, emerging technologies, advertising theories and models, agency–client relationships, brand building, advertising planning, creative development and copywriting. They also learn about traditional and digital media planning and buying, campaign evaluation and measurement, and advertising regulations across different national and cultural contexts.

This module will equip you with Masters-level skills and awareness of the challenges and opportunities within the ever-changing digital ecosystem. You will be able to critically explore the theoretical frameworks and models which are relevant to digital and social media marketing practice. You will look at the development and planning of supporting technologies for digital marketing and examine digital channels and their suitability for inclusion for effective integrated marketing programmes and campaigns.

The module provides students with the opportunity to undertake an independent 10,000-word postgraduate dissertation based on a research question relevant to their chosen programme. Students critically investigate a specific topic, applying appropriate research methods, data collection, and analysis techniques to examine theory, policy, and practice. The dissertation aims to develop students’ research, analytical, critical reflection, and problem-solving skills, enabling them to make informed recommendations, contribute to existing knowledge, and explore an area of personal academic or professional interest under the guidance of an allocated research supervisor.

The module provides you with the opportunity to showcase your professional skills in the execution of business-related tasks and experiential learning in the form of a work placement. When executing business tasks, successful practitioners are able to critically evaluate organisational matters and apply their knowledge to contribute strategies, ideas, recommendations and solutions that add value to their organisation. Furthermore, successful practitioners actively develop and shape their own behaviour, capabilities and identity. By critically reflecting on their experiences in work, they are able to develop their own capabilities and skills, and have the ability to understand how they personally add value to an organisation. It is the development and application of these capabilities in a professional context that is explored in this module.

This module provides students with the opportunity to work on specific management and business issues that organisations are facing. Utilising their problem-solving skills and competences of handling and managing business challenges. Starting from problem identification and concluding with solution related recommendations, thus encouraging research into real world business and management issues impacting organisations. Building Business Insights brings together the learning processes from the whole MBA programme. It encourages the synthesis of knowledge, theories and skills developed in the modules during the previous terms in order to provide realistic solutions to contemporary business and management challenges.