Course summary

Developed by a team of chartered marketers and psychologists, this course blends theory with modern marketing practices – touching on new disciplines such as digital anthropology, behavioural economics and neuromarketing. You'll gain the skills and confidence to stand out from the crowd as a future brand manager, strategist or market researcher. What to expect The key to being a great marketer is understanding how (and why) people think and act the way they do. Before diving into marketing strategy, you’ll examine how external and internal psychological factors can impact consumers' emotion, experience and action – touching on key theories in anthropology and sociology. Exploring case studies from all around the world, you’ll discover how culture and upbringing can be leading influences on behaviour and decision-making. Using a range of psychological techniques, you’ll learn how to identify these influences and implement tailored strategies to reflect the unique wants and needs of these consumers. You’ll also look at the concept of ‘brand’ and what this means to different audiences –investigating approaches like storytelling, customer relationship management (CRM) and affinity marketing to build mutual relationships and instill aspiration, trust and loyalty. To bring this to life, students have been joined by guest speakers, including: Jessica Coleman – Omnichannel Product Owner, Sweaty Betty Simon Norris – Brand AI Expert, Norris & Partners David Gureen – Author and creator of The Knowledge Cafe Concept Michelle Koller – Marketing Research Consultant With a scientific lab on campus, you’ll work on real neuromarketing experiments with your classmates, studying how people’s brains respond to brand-related messages by monitoring brainwave activity, eye tracking and more. You’ll build research reports, test theories, analyse data and create innovative new marketing solutions – developing your creative and critical thinking. In your final term, you’ll undertake a one-month marketing placement, solving challenges in a professional organisation, followed by a traditional dissertation. Recent topics involve: Building brand trust Emotional marketing and charity appeals AI and immersive experiences Storytelling and User Generated Content Individualism vs. collectivism Dual accreditation This course is accredited by the Chartered Management Institute (CMI) – allowing you to register for an additional professional qualification. Registering with the CMI gives you access to a range of opportunities, detailed below, and means (if successful) you’ll gain a Level 7 Diploma in Strategic Management and Leadership Practice. This can fast-track your professional development – helping you to quickly become a Chartered Manager (CMgr). Mentorship from a member of the CMI Activities accredited for Continuing Professional Development A variety of CMI events with networking opportunities Consultations with specialist advisers to develop your career A vast library of the latest research and thinking Please note, this is an opt-in arrangement and isn't automatic. You’ll be invited to a seminar in your first few weeks, that provides more information and enables you to register, if you wish..