Digital Marketing

30 credits

This module helps you understand the challenges organisations face in a changing world influenced by climate change, social and political developments issues, technology, and workplace shifts at a local and global level.  

Organisations and their leaders must be suitably adaptable and skilled at every level. The module provides frameworks for decision-making involving all stakeholders, focusing on sustainability, business ethics, social change (equity and social justice), climate change, and active citizenship.

Through case studies, you will tackle issues like governance (employees, managers, communities, consumers, shareholders, collective representation, e.g., trade unions, and so forth), ethical decision making, and the links to social justice. The primary focus and golden thread of this module is addressing the multiple challenging, complex issues that organisations, and the people therein, encounter, ensuring that their values remain consistent and intact in everyday practice.

This module equips you with the skills to navigate a rapidly changing business and social context, emphasising critical engagement with values in political change, influencing change management, and sustainability, key 21st-century employability skills.

Teaching and learning

Each week, you will engage in a meticulously organised learning experience comprised of lectures, an intensive workshop, and an additional 30 minutes of online support.

Lectures are designed to introduce and elaborate upon key concepts and frameworks relevant to the principal areas of the module. These sessions are based on indicative course content, aiming to equip you with a robust theoretical foundation.

Lecture topics will cover a broad spectrum of examples and case-based learning drawn from business ethical practices, values in leadership, sustainability, organisations, citizenship, and societal contexts to illustrate the practical applications of these concepts.

Workshop sessions are intended to delve deeper and put into practice the theoretical approaches discussed. These seminars focus on detailed examination of business case studies. You will analyse various scenarios likely to arise in organisational, management, and situations covering both business and public sector environments. 

Assessment

This module will be assessed by a individual community-project report (50%) and a 10-minute group presentation (50%).

30 credits

This module introduces you to the evolving world of digital marketing, equipping you with the knowledge and practical skills to plan and execute effective online campaigns. 

You’ll explore key areas across owned, earned, and paid media, including website design, content marketing and SEO, email marketing, social media, influencer outreach, and paid advertising. 

Through hands-on experience with industry tools (e.g., Shopify, Mailchimp, Canva, etc.), you’ll learn how to align digital strategies with broader business goals. The module is designed to help you understand the fundamentals of digital marketing strategy while applying tactics through real-world platforms. By the end, you’ll be able to approach digital marketing both strategically and practically.

Teaching and learning

You’ll learn through a mix of lectures, practical seminars/workshops, and hands-on projects that bring digital marketing theory to life. 

Each lecture will provide a blueprint for the topic, breaking down core concepts, frameworks, and examples to guide your understanding. These sessions will set the foundation for seminars/workshops. 

In seminars/workshops, you’ll use industry tools (e.g., Mailchimp, Shopify, Canva, etc.) to learn how to create campaigns which will help you to build and showcase your technical skills.

Assessment

This module will be assessed through a seminar reflection portfolio (30%) and an owned media audit report (70%).

30 credits

This module will introduce you to the fundamental principles and strategic importance of brand management in business, covering key concepts such as brand identity, positioning, communication, and consumer-based brand equity. 

The module also examines brand architecture, international branding, and contemporary issues like brand purpose and sustainability.

You will gain a comprehensive understanding of the core principles of brand management, including brand identity, positioning, and consumer-based brand equity. You will develop the ability to recognise specific challenges in branding and understand how to respond to them through the identification of appropriate conceptual and practical tools.

Teaching and learning

You will be taught through lectures and workshops that involve a range of learning and teaching approaches, which includes online support and employability-related activities. 

You will develop skills to apply brand management concepts across various industries, enhancing your ability to work in diverse business environments. You will cultivate practical skills in brand communication, strategic planning, and stakeholder management, preparing you for roles in brand management and marketing.

Assessment

This module will be assessed by an individual poster (30%) and an individual report (70%).

30 credits

This module explores how businesses use data to understand consumers and make smarter marketing decisions, with a main focus on Google Analytics 4 (GA4). 

You will learn how to track online consumer behaviour, analyse digital journeys, and uncover insights using GA4. Excel is used for data handling and analysis, while Power BI supports data visualisation. 

The module also introduces Mintel for broader market context. Topics include consumer decision-making, cultural influences, ethics, and sustainability. It is practical and career-focused, helping you develop the skills to create inclusive, ethical, and effective marketing strategies for local and global markets.

Teaching and learning

You will be taught through lectures and computer-based seminar labs to help you learn both theory and practical skills. Weekly lectures will introduce key marketing and consumer behaviour concepts, providing a strong academic foundation.

In seminar labs, you will work hands-on with tools like Google Analytics 4 (GA4), Excel, and Mintel to analyse real consumer data. These sessions include group discussions and practical exercises, enabling you to apply theory to real-world situations.

You will also engage in group activities to build skills in research, critical thinking, and communication. This blended approach ensures you develop the knowledge and experience needed for careers in marketing and data analysis.

Assessment

This module will be assessed by a GA4 Insights Presentation (30%) and an individual report (70%).

30 credits

Explore the fast-changing world of advertising, from traditional mass-media campaigns to new, digital-first strategies. Learn how advertising fits into the broader marketing mix and why it’s important for building brand value and connecting with different audiences. 

The module covers both the creative and analytical sides of advertising, with practical experience using industry-standard tools like Meta Ads Manager and Canva. 

It focuses on ethical, sustainable, and inclusive advertising that reflects the cultural and global diversity of today’s markets. The module also looks at current trends - such as influencer marketing, programmatic advertising, AI-driven advertising, augmented reality, and shoppable ads - and will help you develop the skills to create and manage successful campaigns. 

Teaching and learning

You will be taught through lectures and workshops that involve a range of learning and teaching approaches, which includes online support and employability-related activities. 

Through interactive lectures, workshops, guest speakers, and live briefs, you will gain the knowledge and hands-on experience you need to succeed in advertising and digital marketing. 

Activities will include campaign design, analysis tasks, group discussions, and presentations, ensuring a blend of theoretical learning and applied practice to develop both your academic and industry-relevant skills.

Assessment

This module will be assessed by a slide deck presentation (30%) and an individual report (70%).

30 credits

In this module, you will examine the techniques of social media engagement and explore best practice for the evaluation and management social media presence.

You will learn how to utilise an optimal mix of social media platforms making effective use of the channels in a business context. You will analyse the theories, strategies and best practices used to govern social media usage. 

You will analyse trends in social media, learn how to model excellence and appreciate how businesses can utilise the different platforms for effective online marketing. 

The module looks at how, when and why businesses should engage with customers over social media, how they can evaluate the effectiveness of that engagement and how social media campaigns fit into a digital marketing strategy.

Topics covered include evolution and types of social media, current and future trends with social media, influencer marketing and ethical and legal issues. You will be able to create a social media campaign strategy based on a business case. 

Teaching and learning

This module combines interactive lectures, discussion-based seminars, and technology-enhanced learning activities to help you develop advanced strategic and analytical capabilities in social media marketing and influencer engagement.

Weekly lectures introduce current industry practices, theoretical frameworks, and ethical considerations shaping the social media landscape. These sessions explore how platform dynamics, audience behaviour, and influencer economies influence digital communication and brand success.

Workshops and seminars provide space for applied learning. You will evaluate real social media strategies, analyse engagement data, and review case studies from brands, agencies, and influencers. Sessions emphasise critical thinking, strategic decision-making, and community management rather than content production skills, building on practical capabilities already developed earlier in the programme.

You will work with digital monitoring and analytics tools to interpret performance metrics and audience sentiment and use insights to improve social engagement and influencer partnerships. Practical activities may include analysing algorithmic impact, developing risk mitigation plans, and assessing influencer fit and authenticity for brand partnerships.

Independent learning further develops research, critical reflection, and professional confidence.

Assessment

This module will be assessed by a multiple-choice test and reflective report (30%) and an individual social media strategy proposal (70%).

30 credits 

This intensive six-week taught module is designed to equip you with the essential competencies needed for professional consultancy practice. 

This module serves as the skills-based foundation for the concurrent Roehampton Live Project, providing you with theoretical frameworks, practical tools, and professional capabilities required to deliver high-quality consultancy services to real clients.

Delivered as a professional bootcamp in a blocked format, this module creates an immersive learning environment where you will develop expertise in consultancy methodologies, client relationship management, strategic problem-solving, and professional communication. The intensive structure enables you to build confidence and competence before engaging with live client projects.

You will learn to integrate ethical considerations, social responsibility, and environmental sustainability into your consultancy approach, ensuring that your professional practice contributes to broader societal wellbeing.

Key areas of focus include consultancy frameworks and methodologies, client engagement and relationship management, evidence-based research and analysis techniques, strategic thinking and recommendation development, professional communication and presentation skills, and ethical consultancy practice and sustainability integration.

You will engage in real case studies and simulated client scenarios, working individually and in teams to apply learned concepts. The module incorporates guest speakers from industry, practical workshops, and reflective exercises to bridge theory and practice effectively. 

This module prepares you for immediate application of skills in your concurrent Live Project module, where you will work with real clients as part of the ‘Roehampton Business Advice Centre’.

Teaching and learning

The module employs intensive blocked delivery with high contact hours to create an immersive professional development experience. Teaching methods include interactive workshops, case study analysis, simulation exercises, guest speaker sessions, and peer learning activities. 

You will have 22 hours of lectures and 33 hours of workshops over six weeks. Lectures and workshops will be interactive in nature providing an environment for sharing business ideas, problem space mapping and evaluation opportunities and carrying business scoping exercise.

Assessment

This module will be assessed through consultancy toolkit portfolio coursework (50%) and a consultancy bid presentation (50%).

30 credits 

This transformative capstone module is designed to bridge the gap between academic study and professional practice. You will have the opportunity to apply your academic knowledge in a real-world setting, developing strategic solutions to real-world business challenges.

You will work in consultancy teams as part of the Roehampton Business Advice Service, collaborating with a diverse range of external clients, including small and medium enterprises (SMEs), non-profit organisations, social enterprises, and larger companies. Global engagement projects will also be sought with partners outside of the UK, or projects that can have an influence on communities globally.

Each team will engage with a client to diagnose business problems, conduct in-depth research, and formulate evidence-based recommendations. By making an impact through real-world projects, you will enhance your ability to navigate complexity, synthesise information, and communicate your insights effectively to senior stakeholders.

While teamwork is a core aspect of this module, you will also undertake substantial individual work, ensuring that your personal contributions are critically assessed and aligned with your professional aspirations. The module is structured to simulate a professional consultancy environment, equipping you with the practical skills, commercial awareness, and adaptability needed for leadership roles in business and beyond.

You will be encouraged to develop ethical, socially responsible, and sustainable business solutions, ensuring that your recommendations contribute not only to organisational success but also to broader societal and environmental wellbeing.

Through a combination of practical experience, academic rigor, and reflective work-based learning, you will be empowered to become a strategic thinker, problem solver, and an influential professional. The module is designed to be a stepping stone into a range of career paths, with projects aligned with your own career goals. By the end of this module, you will have built a portfolio of high-quality work that demonstrates your analytical, decision-making, and communication skills.

Teaching and learning

Each consultancy team will be assigned an academic supervisor who will provide structured guidance, feedback, and oversight throughout the project. 

You will have scheduled supervision meetings, including meetings with your supervisor at key milestones during the project to discuss progress, challenges, and next steps. Supervisors will support you in managing client relationships and ensure professionalism in communications.

Assessment

This module will be assessed by a consultancy report (50%) and a live presentation (50%).

30 credits

You will develop your core academic and integrated English language skills of speaking, listening, reading and writing. You will become familiar with key academic skills and concepts, such as referencing methods and awareness of academic integrity and tone. You will apply these skills and knowledge to both broad topics and also your chosen subject pathway.

Teaching and learning

You will be required to actively engage in on-campus learning for up to 10 hours a week.

You will be taught through a full range of teaching and learning methods, which include lectures, seminars, workshops, discussion groups, group directed tasks and presentations. This will enable you to learn from your peers and tutors in both structured and information settings.

You will be encouraged to think creatively about your approach to learning and discussions with your peers. You will also have access to recordings, resources, links and signposting through Moodle to enrich your learning.

Assessment

You will be assessed through group and individual presentations, comparative and reflective essays, multiple choice exams, coursework and reports, oral exams, portfolios, case studies and blogs.

30 credits

You will develop your core academic and integrated English language skills of speaking, listening, reading and writing. You will become familiar with key academic skills and concepts, such as referencing methods and awareness of academic integrity and tone. You will apply these skills and knowledge to both broad topics and also your chosen subject pathway.

Teaching and Learning

You will be required to actively engage in on-campus learning for up to 10 hours a week.

You will be taught through a full range of teaching and learning methods, which include lectures, seminars, workshops, discussion groups, group directed tasks and presentations. This will enable you to learn from your peers and tutors in both structured and information settings.

You will be encouraged to think creatively about your approach to learning and discussions with your peers. You will also have access to recordings, resources, links and signposting through Moodle to enrich your learning.

Assessment

You will be assessed through group and individual presentations, comparative and reflective essays, multiple choice exams, coursework and reports, oral exams, portfolios, case studies and blogs. 

30 credits

You will develop your research, numeracy and information technology skills. You will investigate the difference between primary and secondary research, conduct your own research project and demonstrate your findings through data analysis. You will also develop your awareness of equality, diversion and inclusion in the UK, through a real-world issue; discrimination in the workplace.

Teaching and learning

You will be required to actively engage in on-campus learning for up to 10 hours a week.

You will be taught through a full range of teaching and learning methods, which include lectures, seminars, workshops, discussion groups, group directed tasks and presentations. This will enable you to learn from your peers and tutors in both structured and information settings.

You will be encouraged to think creatively about your approach to learning and discussions with your peers. You will also have access to recordings, resources, links and signposting through Moodle to enrich your learning.

Assessment

You will be assessed through group and individual presentations, comparative and reflective essays, multiple choice exams, coursework and reports, oral exams, portfolios, case studies and blogs. 

30 credits

This module provides you with a foundational understanding of the principles and practices of business. You will explore the fundamental concepts of business environments, legal structures, and organisational dynamics, focusing on small and large businesses.

With the introduction of key principles of sustainability, social responsibility, and inclusive business practices in a globalised economy, it is expected that you will develop an understanding of contemporary issues affecting businesses at both local and global levels. The transferable skills you will develop in taking this module will enable you to critically evaluate new business ventures, create mission and vision statements, and engage in collaborative activities to develop essential teamwork and communication skills.

The module follows a thoughtful combination of theory, applied learning and reflective practices. By emphasising real-world applications, ethical considerations and global awareness, you will become a responsible, skilled and adaptive business professional.

Teaching and learning

Through interactive workshops, role-play activities, and case studies, it is expected that you will develop practical skills in business planning, stakeholder analysis, and strategic thinking.

The teaching delivery for each module consists of one, one-three-hour lecture and one, two-hour seminar per week. Seminars will consist of individual, group activities and role plays.

You will also have an additional 30 minutes of online support each week, which will consist of individual tasks such as quizzes, posting on discussion forums, watching videos and taking notes and reading.

Assessment

This module will be assessed using a business pitch and an individual written report.

40% - formative assessment where you will identify sources of business ideas (300 words) and summative assessment, where you will be required to present a business pitch to an audience of investors.

60% - individual written report, using a start-up company of your choice to identify and evaluate key challenges faced.

30 credits

This module delves deeper into core business functional areas and includes topics such as: marketing, finance, Human Resource Management (HRM) and leadership. The module is structured to enable you to gain an understanding of analytical frameworks such as SWOT, PESTLE and Porter’s Five Forces that will enable you to evaluate as well as identify opportunities and challenges within different business environments. The transferable skills you will develop in taking this module will enable you to critically evaluate the key functional aspects of business operations and application of theory to practice.

You will also evaluate the principles of product life cycle, and business portfolio management. This exploration will further develop your foundational skills that will enable you to deal with real-world business challenges and engage in critical discussions. Additionally, the module design follows a thoughtful combination of theory, applied learning and reflective practices, emphasising real-world applications, ethical considerations and global awareness, preparing you to become a responsible, skilled and adaptive business professional.

Teaching and learning

This module will be delivered to ensure active interactions through workshops and seminar activities while focusing on practical applications, such as cost behavior, breakeven analysis, market research, recruitment processes, and globalisation.

The teaching delivery for each module consists of one, one-three-hour lecture and one, two-hour seminar per week. Seminars will consist of individual, group activities and role plays.

You will also have an additional 30 minutes of asynchronous digital support each week, which will consist of individual tasks such as quizzes, posting on discussion forums, watching videos and taking notes and reading.

Assessment

This module will be assessed using a group presentation and an individual written report.

40% - group presentation, where you will use relevant tools to evaluate the macro environment of a business organisation of your choice.

60% - individual written report, acting like an independent management consultant, you will write an analytical business report on a company of your choice on how it can gain or increase its competitive advantage.