Communications, Data Analytics and Marketing BA (Hons)

The Media Industries

(Core)

A module designed to familiarise students both 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 & Audience Behaviour

(Core)

Understanding customers is at the heart of marketing and communications. This module covers how to understand consumer attitudes, opinions, emotions/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. Students will examine the role marketing communication plays in business and some of the techniques used to generate interest and purchasing decisions. As part of this module, students develop an understanding of the significance of research in market development and product innovation.

Data Analytics and Insights

(Core)

Students will be learn about the significance of data in society, focusing on the communications and marketing industries. They 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’. Our students will explore the impact of ‘Big Data’; it’s meaning and uses and also learn how to use key data measurement tools (e.g. Google Trends and Analytics, Facebook Insights, SEMRush etc… ).

20 Credits

Principles and Practice 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 students to fulfil their potential in Higher Education and the workplace.  

20 Credits

Media Production

(Optional)

This practical module will foster an understanding of the varied practices relating to audio, video and image asset gathering and management, scriptwriting and multimedia editing. These techniques will encourage students to develop an awareness of the fundamental principles of sound and of the moving image.

20 Credits

Design and Visual Narratives

(Optional)

A practical module that provides students 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 images will be explored, and students will be introduced to a range of appropriate digital software and develop experience of the basic tools and the processes of layout and design.

20 Credits

Sport, Culture and History

(Optional)

To develop a professional understanding of sports communications and marketing, our students need to appreciate the cultural significance of sport in media and society. This module 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. Students will learn about the cultural development of sport and the influential role that print, radio, television and social media play in communicating sport.

20 Credits

Behavioural Economics

(Core)

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

20 Credits

Entrepreneurship and Professionalism

(Core)

On this module, students 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; resource management and developing entrepreneurial skills. By the end of the module, students will have gained valuable commercial awareness and experience in business management, both of which are vital for employability.

20 Credits

Marketing Strategy

(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 and the analytical tools that help marketing managers make effective and important marketing decisions.

20 Credits

Popular Culture and Business

(Core)

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.

20 Credits

Practical Data Analysis

(Core)

Building on the knowledge acquired in previous core modules (specifically Consumer and Audience Behaviour, Behavioural Economics and Research Methods), students on this module will engage with industry professionals in an 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.

20 Credits

Research in the Social Sciences

(Core)

This module provides an overview of the research methods employed in the marketing and communications industries as a learning gateway for students to develop their own research projects in their final year. Students will learn about industry research methods as well as the academic research methods commonly employed in the social sciences, arts and humanities. This approach will enable our students to critically compare the strengths and limitations of a range of qualitative and quantitative research methods employed in different contexts.

20 Credits

Multimedia Production

(Optional)

A practical module that will develop the creative and technical skills in audiovisual production (e.g. making videos and infographics). The students will learn about the importance of story telling and visual communication by working to an industry designed brief.

20 Credits

Sports Journalism and Media Relations

(Optional)

This module will introduce students to the theory and practice of sports journalism and public relations. Students will learn about the principles and practices of sports journalism and how the sports media works with sports organisations, commercial sponsors and the PR industry. It draws on current industry practice and the latest applied research in journalism training to develop a large toolbox of transferable skills required in digital sports communications. Students will have the opportunity to produce a portfolio of multimedia content that reflects current industry practice.

20 Credits

Web Design

(Optional)

Students on this practical module will be introduced to the principles of information design and how to produce immersive content for divergent audience needs. The focus is on the design and usability of a website.  

20 Credits

Data Visualisation: Critical Analysis & Presentation

(Core)

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

20 Credits

Data Project

(Core)

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

40 Credits

Ethics in Communication and Marketing

(Core)

This module investigates ethical issues in communications and marketing. Underpinned by philosophical ideas about what is right and wrong, it takes a applied approach to ethical dilemmas in the workplace, specifically in the communication and marketing industries. Students 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 Social and 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.

20 Credits

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 students 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, analysing insights and trends to develop content.

Industry Placement

(Optional)

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

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.

20 Credits

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 take place across the internet and social media, but also in emails, mobile phones, instant messaging, apps, games and video marketing. On this 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.

20 Credits