Marketing with Business Analytics

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

This module will develop your practical skills in data visualisation and storytelling through intensive hands-on computer labs and authentic business intelligence challenges.

Using industry-standard visualisation platforms, real-world datasets and live organisational scenarios, you will gain the design, communication and presentation skills valued by employers.

A coaching approach builds creative confidence, critical design judgement and the ability to turn complex data into compelling, decision-driving narratives, while preparing you for a globally recognised desktop certification through integrated bootcamp workshops. It establishes core visualisation, dashboarding and storytelling skills built on by later modules, while inclusive lab activities develop teamwork with diverse global datasets.

This module will equip you to create visually powerful, accessible dashboards that influence strategy and prepare you for high-demand business intelligence and analytics communication roles in an insight-driven workplace.

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. 

Lectures will be developed around the key concepts, models and frameworks around employability and the world of work, technology and competency development, talent acquisition, careers development and enterprise development. It uses a range of examples and cases from practice and society to demonstrate the application of concepts.

Seminars will concentrate particularly on the elaboration of specific theoretical approaches with reference to their possible application through the selection of case examples, live business challenges, simulated recruitment and selection activities e.g. assessment centre and interviewing practice; coaching conversations, panel discussions and talks.

Assessment

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

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

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

This module develops your strategic leadership skills in data-driven business transformation through intensive case study analysis, real-world diagnostics and executive-level simulation activities.

Using authentic organisational scenarios, maturity frameworks and live transformation challenges, you will gain the assessment, planning and change leadership capabilities valued by employers.

A coaching approach builds strategic confidence, executive presence and the ability to orchestrate technology, people and process change, supporting transition into senior analytics leadership and transformation roles. It integrates prior technical and analytical learning into enterprise-level application, while inclusive group activities develop collaborative leadership in diverse global contexts.

Teaching and learning

Lectures will be developed around the key concepts, models and frameworks around employability and the world of work, technology and competency development, talent acquisition, careers development and enterprise development. It uses a range of examples and cases from practice and society to demonstrate the application of concepts.

Seminars will concentrate particularly on the elaboration of specific theoretical approaches with reference to their possible application through the selection of case examples, live business challenges, simulated recruitment and selection activities e.g. assessment centre and interviewing practice; coaching conversations, panel discussions and talks.

Assessment

This module will be assessed by an individual report (50%) and a group presentation (50%).

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%).