Communications, Data Analytics and Marketing
BA (Hons)

Principles and Practices of Communications (Core)

A comprehensive introduction to the relevant theoretical models and scholars of communications and their practical application to news, journalism, media relations, PR and advertising. This is augmented by a comprehensive programme of practical skills and knowledge that will enable you to fulfil your potential in Higher Education and the workplace.  

The Media Industries (Core)

A module designed to familiarise you with the contemporary media ecology (from Hollywood to Facebook, YouTube and Netflix) as well as key functions in the communications industries. The evolution of the media industries will be considered before discussing the convergent and transnational media that make up the current landscape. This will include a basic introduction to media law and regulation.

Consumer and Audience Behaviour (Core)

Understanding customers is at the heart of marketing and communications. This module covers how to understand consumer attitudes, opinions, emotions and feelings, perceptions, judgements, decision-making, cultures, and their relationships with brands, with the media, with marketing channels and their consequent buying behaviour.

Contemporary Marketing Practice (Core)

The dynamics of the marketing environment, namely buyer behaviour, product pricing and product promotion, are all explored within this module. You will examine the role marketing communication plays in business and some techniques used to generate interest and purchasing decisions. As part of this module, you will develop an understanding of the significance of research in market development and product innovation.

Digital Production (Optional)

This module will introduce a range of concepts relating to the creation, production and editing of digital short films. Whilst taking this module, you will begin to explore filmmaking both as a technical endeavour, and as a creative discipline.

Every step of the process of taking a script idea to the end result of a completed film will be discussed, performed and reflected upon within the lectures and workshops, and in the practical production and the development portfolio.

Design and Visual Narratives (Optional)

This module aims to provide you with a basic understanding of the theory, practice and use of text and images across a range of media productions. Key issues and practices relating to the acquisition, generation, manipulation, production and presentation of digital still images will be explored, and you will be introduced to a range of appropriate digital software and will develop experience of the basic tools and the processes of layout and design.

Digital Marketing and Data Insights (Optional)

You will learn about the significance of data in society, focusing on the communications and marketing industries. You will be introduced to traditional approaches to data (from the personal to the political) and relatively new concepts such as big data and data mining. You will explore the impact of big data, its meaning and uses, and will also learn how to use key data measurement tools such as Google Trends and Analytics, Facebook Insights and SEMRush.

Sport, Culture and History (Optional)

This module aims to develop your professional understanding of sports communications and marketing, in order to appreciate the cultural significance of sport in media and society. It provides a comprehensive introductory survey of sport, media and culture focusing on the historical evolution of the sport in the media from the late nineteenth century to the present day. You will learn about the cultural development of sport and the influential role that print, radio, television and social media play in communicating sport.

Entrepreneurship and Professionalism (Core)

On this module, you will gain the necessary knowledge and practical skills to enter the world of work (e.g. freelancing, self-employment and small business start-ups in the creative industries). This will include: the legal processes of setting up a small production company; preparing business plans and financial forecasts for investors; bidding for creative projects; and resource management and developing entrepreneurial skills. By the end of the module, you will have gained valuable commercial awareness and experience in business management, both of which are vital for employability.

Marketing Strategy and Implementation (Core)

In order for a business to survive or grow it needs to employ marketing techniques as part of a strategy to generate awareness, interest desire and then action. This module looks at current approaches and techniques for managing the development and implementation of marketing strategies. Sessions cover various marketing models that are used in business and public service. You are also made aware of the integral role social responsibility and ethics has in marketing. You will discover the analytical tools that help marketing managers make effective and important marketing decisions.

Research Methods in Social Sciences (Core)

This module aims to provide you with a broad knowledge and understanding of research methods in the social sciences, focusing on the main qualitative research methods used in politics and communications, and some data analysis. The module will also equip you with the necessary skills to undertake a small scale piece of research. You are expected to have a critical awareness of research paradigms and the strengths and limitations of the methods and methodologies commonly used.

Practical Data Analytics (Core)

In this module, you will engage with industry professionals in a series of applied data analysis exercises to explore how it is used by businesses and marketing professionals. This will include learning data segmentation and data mining techniques.

Behavioural Economics (Optional)

Do people act rationally? This module introduces you to some of the most fascinating human and behavioural insights accumulated by the marketing and communications industries, combining behavioural psychology with economic analysis. You will explore the contrast between what rational agents are supposed to do, according to standard economic theory, and how humans actually behave.

Popular Culture and Business (Optional)

This module explores the relationship between popular culture and the business world. It will examine the cultural industries that are responsible for producing, distributing and exhibiting media texts. Different conceptual approaches to popular culture are considered in order to critically evaluate media representations of business and commerce and how the business world shapes popular culture.

Managing Sports Events (Optional)

Module description coming soon.

Ethics in Communications and Marketing (Core)

This module investigates ethical issues in communications and marketing. Underpinned by philosophical ideas about what is right and wrong, it takes an applied approach to ethical dilemmas in the workplace, specifically in the communication and marketing industries. You will also critically examine ethics in marketing in relation to corporate social responsibility and ethical consumerism, and consider professional codes of conduct and ethical practice in the media.

Global and Social Economic Trends (Core)

This module examines the latest social and economic trends around the world - why is the global context so relevant? What can we learn from other countries and cultures? This course asks critical questions about the world around us; about dominant ideologies, economic and environmental change, globalisation and the political divisions shaping our world today.

Data Visualisation: Critical Analysis and Presentation (Core)

This module considers the role that data plays in everyday life to provide a critical examination of the development of data analytics in marketing communications. You will use this knowledge to develop your own ethically informed data visualisation presentations. This provides you with a further opportunity to develop your critical and analytical skills by using the latest data visualisation techniques in multimedia presentations.  

Independent Study Project (Core option)

Every student will undertake a substantial piece of independent research in your final year, either as a project or dissertation. Under the guidance of a supervisor, you will design, produce and present your project using the creative skills you have learnt during the degree course. This could be a commissioned piece of research, an industry report, a written dissertation, a social media campaign or a website designed for a client.

Independent Study Project (Core option)

This option offers you the opportunity to write an extended essay or complete a practical project on a topic set by the academic team. Students undertaking this project will have an opportunity to engage in independent research over one semester. This will enable you to develop and evaluate your research, analytical and communication skills.

The academic team will devise appropriate project topics and essay questions that will be presented to you towards the end of semester two at Level 5. In some cases, you may be allowed to devise your own topic in consultation with a member of academic staff. Every student will be appointed a supervisor and will be required to meet them regularly to discuss your progress. At these tutorials, you will be expected to deliver progress reports and presentations on your research.

Political Communication (Optional)

This module examines the central role of political communication in contemporary politics. It explores the art of communication in the public sphere in theory and in practice, using a variety of case studies from the UK and beyond. It encourages you to reflect on the ethical dimension of the various means used to persuade audiences.

Industry Placement (Optional)

This is our work placement module with a difference. You will have the opportunity to gain valuable work experience with one of our industry partners. We also prepare you for graduate careers by giving you the opportunity to analyse and reflect on your own personal development using in-depth psychometric testing. The module aims to develop confidence, self-awareness and resilience.

Building a Start-up Business (Optional)

This module complements the Starting a Business Venture in Level 5 and is designed specifically for Business Management students with a viable business idea that they wish to take to market.

The module includes tailored business development sessions where you will learn and collaborate with others in developing your business. You will have access to mentors and successful start-up entrepreneurs and will draw upon their experience. At the end of the module, you will present your business plan to a panel of business owners and can then go on to seek investment and funds to take it to market.

Entrepreneurial and Online Journalism (Optional)

The growth of the web based economy has created a huge demand for online journalists who can create engaging content, but also appreciate the commercial side of online publishing. On this module, you will learn how to become an entrepreneurial online journalist. It covers a range of transferable skills in high demand in the communications industries; the fundamentals of good journalistic writing; operating a content management system; understanding SEO; using analytics and smartphones; and analysing insights and trends to develop content.

Responsive Design (Optional)

The successful communication of information and ideas increasingly demands that content and layout should respond to user behaviour and environment. The focus of this module will be the design, and implementation of flexible systems for a range of screen-based outcomes, with the aim of an optimum experience for end-users, regardless of the mode of reception.

Sports Marketing Campaign (Optional)

Consumers, especially sports fans now expect brands to communicate with them through multiple platforms in a way that is personalised and relevant. Digital marketing takes place across the internet and social media, but also in emails, mobile phones, instant messaging, apps, games and video marketing. On this module, you will learn the fundamentals of sports marketing and will collaborate with industry professionals to design, develop and produce a digital sports marketing campaign for a specific client or audience.