Marketing with Foundation Year

This module is designed to support students with the transition to university, the development of the academic skills and attributes necessary for successful future study and the foundations of a developing sense of vocation.  Through a carefully structured and scaffolded series of seminars and workshops, students will be supported in building their self-awareness of, and confidence in, themselves as active learners.  Delivered in the context of their subject area and aligned with the development of academic skills and attributes required across all Foundation Year modules, workshops will focus on academic skills such as referencing, selecting and using valid academic resources, reading/researching for academic purposes, using feedback constructively and gaining confidence in contributing to discussions and debates.  Coordinated assessment points across the Foundation Year experience enables this module to provide students with ongoing support and opportunities to practice and develop their skills and confidence with a range of written and oral assessment types relevant to their subject area as they progress through the year.

This module is designed to support students with the transition to university, the development of the academic skills and attributes necessary for successful future study and the foundations of a developing sense of vocation.  Through a carefully structured and scaffolded series of seminars and workshops, students will be supported in building their self-awareness of, and confidence in, themselves as active learners.  Delivered in the context of their subject area and aligned with the development of academic skills and attributes required across all Foundation Year modules, workshops will focus on academic skills such as referencing, selecting and using valid academic resources, reading/researching for academic purposes, using feedback constructively and gaining confidence in contributing to discussions and debates.  Coordinated assessment points across the Foundation Year experience enables this module to provide students with ongoing support and opportunities to practice and develop their skills and confidence with a range of written and oral assessment types relevant to their subject area as they progress through the year.

This module introduces students to business management as an academic discipline through exploring a range of approaches, theories and contemporary themes.  Specifically, students will study a range of topics and begin to understand the ways in which strategy, people, markets, finance, and ethical issues are entwined with, and impact upon, responsible business. 

Whatever a student’s future career, there are certain professional skills that are required in the workplace. This module provides opportunities to acquire and apply essential skills for academic success, while also developing digital skills that are a prerequisite for a successful career.

Students will practice, and build confidence in wide ranging skills, as part of their transition into higher education. By establishing and pursuing a personal development plan, students develop a set of personal qualities such as self-awareness, confidence and resilience; and professional skills such as communication, teamwork, risk management, coaching and feedback. Whilst students learn to construct outstanding CVs and professional LinkedIn profiles, this module also aims to raise students’ digital skills competencies. The module will cover the general Microsoft Office suite and specific digital skills of particular relevance to the discipline that the student is studying. This module is taught as a mix of lectures, practitioner guest lectures, hands-on skills seminars and computer lab sessions.

This module provides students with a comprehensive understanding of digital marketing concepts, digital content creation, and emerging trends in the industry.
 
1.    DIGITAL MARKETING CONCEPTS
Students will be introduced to the fundamental concepts and principles of digital marketing, exploring topics such as the digital marketing environment, consumer behaviour in the digital space, digital marketing tools and channels, digital marketing strategy and planning, and metrics and analytics for measuring digital marketing effectiveness. Students will develop a solid foundation in digital marketing principles and strategies through case studies and practical exercises.

2.    DIGITAL CONTENT
Students will learn the art of creating compelling and engaging digital content, studying key concepts in content strategy, audience analysis, content planning, content creation and development, content optimisation for search engines (SEO), content promotion and amplification, content measurement and analytics, and content management systems (CMS). By applying these concepts, students will gain practical skills in crafting effective digital content across various platforms and formats.

3.    EMERGING TRENDS and TECHNOLOGY
Students will explore the latest emerging trends and technologies shaping the digital marketing landscape, delving into topics such as artificial intelligence (AI) and machine learning, virtual and augmented reality (VR/AR), voice search and voice assistants, Internet of Things (IoT) and connected devices, blockchain technology in marketing, fashion tech and wearable technology, and data privacy and GDPR compliance. Through case studies and interactive discussions, students will analyse the implications of these emerging trends and technologies on marketing strategies and consumer experiences.

This module provides students with a comprehensive understanding of e-commerce, m-commerce, omnichannel marketing, product and service marketing, and customer experience (CX) design. Students will develop theoretical knowledge and practical skills necessary to navigate the dynamic digital landscape and effectively engage customers across multiple channels.

1.    E/M COMMERCE and OMNICHANNEL MARKETING
This component focuses on the fundamentals of e-commerce, including the concept, evolution, and significance of e-commerce in modern business. Students will explore different e-commerce business models, infrastructure requirements, and the technological components essential for successful omnichannel implementation.

2.    PRODUCT AND SERVICE MARKETING
In this component, students will gain a comprehensive understanding of product and service marketing. Students will learn about product and service development, lifecycle, differentiation techniques, pricing concepts, objectives, and strategies. Students will explore market analysis and segmentation, targeting specific market segments that align with organisational objectives and capabilities.

3.    CX DESIGN
The CX Design component focuses on the creation of exceptional customer experiences. Students will understand the concept and significance of customer experience, differentiating it from customer service. Students will learn to map the customer journey and identify pain points and opportunities for improvement. Students will develop customer-centric experiences by adopting a customer-centric mindset, applying UX/UI design principles

This module introduces the concepts, theories, and practices of marketing. It explores the meaning and scope of modern marketing as both a management philosophy and a business function. The module contains three components.

1.    MARKETING PRINCIPLES
Marketing concepts are examined in depth, emphasising the importance of aligning marketing strategies with market demands. Students are encouraged to develop a critical marketing perspective, considering the broader impact of marketing on the economy, society, and the environment.

2.    MARKETING RESEARCH
Students will learn the fundamental methodologies and techniques collecting, analysing, and interpreting data. It equips them with the necessary skills to conduct valuable research and contribute to evidence-based marketing practices in today's fast-paced business environment. Students will gain a deep understanding of how marketing research offers valuable insights into consumer behaviour, market trends, and competition.

3.    CONSUMER BEHAVIOUR
Students will explore contemporary consumer behaviour theory and its relevance in marketing management, decision-making, and societal contexts. Various disciplinary perspectives, including economics, psychology, sociology, and cultural anthropology, are examined to reveal the motivations underlying consumer behaviour.

The Relationship Marketing module provides a comprehensive understanding of relationship marketing and its importance in modern business. Students will learn to effectively manage customer relationships, enhance customer satisfaction, and drive long-term customer loyalty.
 
1.    INSIGHT MANAGEMENT
Insight Management explores the classification of relationships within the modern business and highlights the significance of managing stakeholder insights effectively. Students will understand the importance of comprehending customer behaviour, preferences, and needs in building successful relationships. Topics covered include an introduction to relationship marketing, customer centricity, customer experience management, data analytics and customer insights, market segmentation and targeting, emotional intelligence in relationship marketing, relationship marketing metrics, and ethical considerations. Through this module, students will develop the skills to utilise data analytics, measure relationship marketing effectiveness, and navigate ethical considerations in relationship marketing strategies.

2. LOYALTY AND RETENTION
This component emphasises the importance of customer loyalty in achieving business success and explores various loyalty programs and initiatives employed by organisations. Students will delve into critical aspects of building and maintaining stakeholder loyalty within the context of relationship marketing. They will learn strategies and techniques to foster long-term relationships, enhance satisfaction, and maximise retention of customers and other business stakeholders. Topics include loyalty programs, customer satisfaction, churn management, customer service excellence, personalisation, B2B relationship marketing, emotional branding, co-creation, complaint management, and continuous relationship development.
 
3. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
The CRM module explores the strategic importance of managing customer relationships to drive business success. Students will learn the fundamentals of CRM, including technology, tools, and data analytics, to enhance customer interactions and satisfaction. Topics covered include CRM objectives, technology and tools, customer data management, implementation considerations, performance measurement, multichannel marketing integration, CRM in sales and customer service, cross-selling/up-selling, and CRM analytics and predictive modelling. Through this module, students will develop the skills to effectively implement CRM strategies, leverage customer data, and optimise relationship marketing efforts

This module enables students to develop their understanding and competence in using diverse

research methods for academic and professional purposes. Students will explore a variety of   research approaches and will develop practical qualitative and quantitative research skills including defining and scoping a project; designing an effective and manageable research protocol; collecting data and using appropriate analysis methods. In addition, students will develop an appreciation of ethical implications of the research process to facilitate responsible research practice. Secondly this module aims to introduce students to the key stages required to complete an applied project from concept to delivery. Students will be taught how to manage a project and contribute effectively as a member of a project team, using ideas generation techniques and problem-solving skills to develop innovative solutions to business problems. This module contributes to the students continued professional development as students will gain key insights into how to perform technical process improvement tasks in a range of environments to solve business problems. 

The International Marketing module equips students with the essential knowledge and skills to navigate the dynamic and complex landscape of global markets. With a focus on cultural behaviour analysis, market entry strategies, and marketing planning and strategic development.
 
1.    CULTURAL BEHAVIOUR ANALYSIS
This component focuses on understanding the impact of culture on consumer behaviour and marketing strategies in international markets. It explores cultural dimensions, values, beliefs, and norms that influence consumer decision-making and marketing practices.

2.    MARKET ENTRY STRATEGIES
This component focuses on different strategies and approaches for entering and expanding into international markets. It covers market analysis, entry modes, strategic alliances, and the challenges associated with global expansion. 

3.    GLOBAL MARKETING MIX
This component explores the development and implementation of marketing mix strategies in international markets. It covers product, price, distribution, and promotion decisions, taking into account global factors such as cultural diversity, legal regulations, and competitive dynamics.

This module provides essential concepts and skills that students should learn in the Performance Marketing module. It provides a solid foundation in data analysis, data visualisation, and strategic marketing planning, enabling students to apply data-driven decision-making techniques and develop effective marketing strategies.
 
1.    DATA ANALYSIS
This component provides students with a solid foundation in data analysis techniques specifically tailored to the marketing field. It equips them with the skills necessary to extract meaningful insights from data, make data-driven marketing decisions, and contribute effectively to the strategic planning and execution of marketing campaigns.

2.    DATA VISUALISATION AND DATA DRIVEN DECISION MAKING
This component introduces students to various data visualisation techniques and emphasises the importance of data-driven decision-making in marketing strategies. The Data Visualization and Data-Driven Decision Making will equip students with the skills to effectively analyse, visualise, and interpret data to make informed marketing decisions. Students will gain the ability to transform data into actionable insights. 

3.    MARKETING PLANNING AND STRATEGIC DEVELOPMENT
This component will provide the knowledge and skills necessary to develop comprehensive marketing plans and strategies. Students will explore the key elements of strategic marketing, including market analysis, target audience segmentation, positioning, and the formulation of effective marketing strategies. Students will gain a practical understanding of how to align marketing objectives with organisational goals and develop strategic plans that drive business success.

The Brand Innovation and Management module is designed to provide students with a comprehensive understanding of the principles, strategies, and techniques involved in building and managing successful brands in today's dynamic business environment. The module encompasses three major components: brand identity, strategy, and positioning; brand innovation; and experiential marketing.

1.    BRAND IDENTITY, STRATEGY AND POSITIONING
This component focuses on the fundamental concepts and techniques involved in building a strong brand identity, developing effective brand strategies, and positioning brands in the market. Students will explore the elements of brand identity, including brand name, logo, tagline, colours, and visual identity. They will gain an understanding of different brand architecture models and their application in managing brand portfolios. The module will cover brand positioning, teaching students how to create a unique and compelling brand position in consumers' minds. Students will examine brand equity and its impact on brand value, customer loyalty, and market performance. The role of brand personality and values in shaping brand perception and consumer relationships will be explored.

2.    BRAND INNOVATION
Brand Innovation focuses on cultivating an innovation-centric culture within brand management practices, emphasising the strategies needed to drive continuous brand innovation. Students will explore the concept of brand innovation and its significance in maintaining competitiveness in dynamic markets. They will learn to harness consumer insights and engage in co-creation processes to generate innovative brand solutions. The application of design thinking principles will foster creative problem-solving and idea generation for brand innovation. The module will also delve into brand extensions and innovations, exploring different approaches to meet evolving consumer needs. Students will examine the impact of technology and digital disruption on brand innovation, identifying opportunities in the digital space.

3.    EXPERIENTIAL MARKETING
This component focuses on the creation of immersive brand experiences that deeply engage and connect with consumers on multiple sensory levels, driving brand loyalty and advocacy. Students will gain an understanding of the core principles and objectives of experiential marketing, which aims to build meaningful brand experiences. They will learn how to map the customer journey to identify touchpoints and opportunities for creating memorable brand experiences. The module covers event marketing and activation strategies, including planning and executing effective brand events and experiential activations. Students will explore the power of brand storytelling, leveraging narratives that resonate with consumers to enhance brand experiences. The role of sensory elements such as sound, scent, and touch in creating immersive brand experiences will be examined. The module also examines the importance of retail environments and designing impactful in-store experiences to enhance brand engagement. Students will explore innovative ways to create immersive digital brand experiences.

The Communication Management module is designed to provide undergraduate students with a comprehensive understanding of various aspects of marketing communication. It aims to equip students with the necessary skills and knowledge to effectively communicate marketing messages to target audiences in today's dynamic business environment. The module will cover three major components: Advertising, Sales and Negotiation, Public Relations (PR), and Integrated Marketing Communications (IMC).

1.    ADVERTISING, SALES AND NEGOTIATION
This component delves into the fundamental principles and strategies of advertising, sales, and negotiation. Students will acquire the skills to develop persuasive advertising campaigns, enhance sales techniques, and excel in business negotiations. The module emphasises practical abilities like copywriting, media planning, sales presentations, and negotiation tactics. Key topics covered include advertising strategies, creative advertising, media planning and buying, sales techniques, sales management, negotiation skills, and sales promotion.

2.    PUBLIC RELATIONS (PR) 
This component explores the essential principles and practices that shape a company's image and reputation. Students will gain the skills to effectively manage relationships with the public, media, and stakeholders through strategic communication efforts. Key topics covered include PR principles and ethics, media relations, crisis communication, corporate social responsibility (CSR), internal communication, event management, online reputation management, and influencer marketing. This module equips students with the knowledge and techniques to excel in building a positive brand image and managing communication challenges in the dynamic PR landscape.

3.    INTEGRATED MARKETING COMMUNICATIONS
This component delves into the ever-evolving landscape of communications, technology, and emerging trends. Students will explore the seamless integration and coordination of diverse marketing communication tools and channels to create compelling and impactful campaigns. Topics covered include developing IMC strategies in the digital era, branding and positioning in the digital age, leveraging digital marketing channels and strategies, utilising data-driven marketing insights, understanding consumer behaviour in the digital world, navigating cross-cultural communication, measuring success through metrics, and executing integrated campaigns. Students will gain the skills to effectively reach and engage target audiences using innovative technologies and emerging trends.

The Social Media Marketing module is designed to provide students with a comprehensive understanding of social media campaign strategy, design, and management. The module emphasises both theoretical knowledge and practical skills to enable students to develop effective social media campaigns. Upon completion, students will have the opportunity to earn digital badges for mastering the essential platforms in the field.

1.    CAMPAIGN STRATEGY AND PLANNING
In this component, students will delve into the fundamental aspects of planning and strategising effective social media campaigns. They will gain a comprehensive understanding of social media marketing, exploring its concepts, trends, and the wide-ranging benefits it offers. Students will learn to define campaign objectives, focusing on setting measurable goals that align with the overall marketing objectives. They will delve into the art of identifying target audiences within the social media landscape, employing segmentation and persona development techniques. Additionally, students will learn about social media advertising, understanding the nuances of paid campaigns and targeting options available across various platforms as well as budgeting, resource allocation and maximising campaign effectiveness by effectively allocating resources.

2.    CAMPAIGN DESIGN
The creative and visual aspects component of the Social Media module immerses students in the realm of captivating content creation and visually appealing designs for social media campaigns. Students will learn the art of crafting compelling narratives and creating a consistent brand identity through visual branding and storytelling techniques. They will gain hands-on experience with graphic design tools and techniques tailored to social media platforms. Additionally, students will explore the realm of video marketing, mastering the skills of scripting, shooting, and editing engaging videos that resonate with the target audience. The module will also delve into the power of user-generated content, teaching students how to encourage and leverage user-generated content to enhance campaign impact. Students will gain insights into optimising content for different platforms and tailoring their creations to suit the unique requirements of each platform.

Capstone Project: Dissertation 

This module provides an exciting opportunity for students to draw on their learning across their programme and immerse themselves in a small-scale independent academic research project in an area of particular interest to them and relevant to their studies. The purpose of this module is for students to have the opportunity to author a substantial piece of structured academic work exploring a key area of personal interest within the discipline. By successfully completing this module students will gain a deeper understanding of what constitutes credible and ethical management research and have a critical understanding of an area of disciplinary interest.

Capstone Project: Business Consultancy 

This module provides an exciting opportunity for students to draw on their learning across their programme and immerse themselves in a small-scale independent consultancy project in a relevant field. 
The purpose of this module is to enable students to operate as trainee management consultants for an external organisation or internal client. By successfully completing a consultancy project students will gain a deeper understanding of what constitutes a credible and ethical business consultancy project and a have a broader insight into consultancy within the discipline. Note: the expectation is that this module will be applied to a live brief, however it may be that a simulation is used as an alternative.

Capstone Project: Placement for Good

This module provides an exciting opportunity for students to make a real difference to the community in which they live. The purpose of this module is to enable students to work in partnership with host organisations in the private or public sectors, via a work placement opportunity, in an area cognate to the discipline studied. The placement has the specific aim of improving the alignment of the host organisations activities to the UN 17 SDGs. By successfully completing this module students will have gained valuable work experience and carried out a strategic review of relevant CSR issues within the work placement, relevant to the discipline studied. Note: The placement will require students to spend a minimum of 30 working days (225 hours) in the workplace, in a role cognate to their degree subject and must be agreed by the Module Leader. This process requires the student to interview their line manager and/or the business owner as part of their research and share their final report with them. Note: The placement must be agreed by the module leader.

Capstone Project: Start Up for Good

This module provides an exciting opportunity for students to draw on their learning across their programme, and work towards turning their pre commercial idea into a successful, sustainable, business enterprise, supported by a nine-month tenure within the Winchester Hatchery Incubator Programme. The purpose of this module is to enable students to work with our team of enterprise and innovation experts to develop a viable start up business that has sustainability values at its’ core. The aim is to register the company within the period and launch the business. By successfully completing this module students will gain a deeper understanding of what constitutes credible and ethical innovation research and have an invaluable insight into entrepreneurship. Note: Access to this opportunity is via a selection process and is limited, subject to resource availability.