This unit aims to develop learners’ understanding of the theoretical and practical understanding of processes and factors that influence consumer behaviour. By learning about how consumers make decisions, what motivates them, and how contexts and practices influence consumption, you will be able to strategically apply these insights to the creation of customer value and learn how to critique and challenge current marketing practices and consumer communications.

This unit aims to develop learners’ a practical introduction to digital and social media technologies (such as Twitter, Facebook, connected devices – the internet of things and affiliate networks) and their application within marketing. The unit examines the key characteristics of digital and social media, identifies the theoretical underpinnings such as issues of trust and customer engagement together with trends and usage patterns to provide a framework through which to understand and evaluate them. In addition, the module examines the legal and ethical considerations that marketing in a digital world raises. This module teaches you a range of state-of-the art tools and theories of how to use social media effectively to achieve your branding and communication goals. students will learn the scientific and strategic approach to marketing with hands-on implementation of online marketing and social media strategies.

This unit aims to develop learners’ understanding of the key principles that underpin managing brands and brand equity. The module enables you devise a strategic approach to branding for product/service level consistent with the corporate brand. The learners will develop an understanding of how to do marketing from a branding perspective. The learner will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. the learners will also important issues involved in building strong brands and in maximising the value of existing brands in various industries and sectors.