BA (Hons) Digital Marketing

YEAR 1

Modules

• MGT 3200 Foundations of Business

  An introductory survey course designed to introduce students to the principles and functions of a business. The various functional areas of business will be discussed, including economic systems, small business, management, human relations, marketing, accounting and finance. The course will also review the role of businesses in society and business ethics.

• MTH 3111 Functions with Applications

  This course is designed to provide students with the necessary mathematical background for calculus courses and its applications to some business and economics courses. It covers the fundamentals of real-valued functions, including polynomial, rational, exponential and logarithmic functions and introduces students to the concepts of derivative and integral calculus with its applications to specific concepts in micro- and macro-economics

• MGT 3210 World of Entrepreneurship

  The course is designed to help students explore the ‘aspirational journey’ of entrepreneurship - its history, present and future. Students will get the opportunity to understand how the discipline of entrepreneurship started, what constitutes its eco-system and why it has become the focus of advanced, emerging and developing countries simultaneously. Students will learn about the Merchant-Capitalists of the eighteenth century up to and beyond the iconic global brands which were founded during the 2008 global recession. Students will explore the reasons behind the successes and failures of businesses like Segway, Amazon, Spotify and Toyota. They will also read the lives of inspiring leaders and legendary entrepreneurs like Jack Ma, Jeff Bezos and Michael Dell who crafted the world of entrepreneurship. At the end of the course, students will be able to decipher themselves whether they wish to take the path of those who made a real difference in the world.

• MGT 3201 Foundations of Computer Applications

  This is a foundations course comprised of a broad overview of information systems and technology, as principally used in support of business processes and decision-making activities. An in-depth discussion of the relationship, between organizations and information systems is a fundamental element of the course. Topics include: computer hardware and software, operating systems, the use of excel in management practice, social issues related to information systems. The use of excel provides a common thread in the topics covered throughout the course.

• GEP 3105 Tools for Change

  In this course, students will discuss and respond to social issues in the local area through group work, reflecting on how they can become both collaborative and independent learners. They will research the context of and plan for service learning in the local area. They will learn to use a range of digital platforms for individual and group project work, focussing strongly on effective communication, including oral presentation and written reports using a range of relevant primary and secondary sources.

• GEP 3180 Research and Writing I

  This core course concentrates on developing the students’ ability to read and think critically, and to read, understand and analyse texts from a range of genres. How do you successfully negotiate a path through a sea of information and then write it up? Using essential information literacy skills to help with guided research, this course develops the ability to produce effective and appropriate academic writing across the curriculum. This is the first course in the Richmond academic research and writing sequence.

Plus one of the following:

• GEP 3150 Visual Thinking

  This course provides an interdisciplinary grounding in the practice and theory of critical visual thinking. Through theoretical frameworks such as semiotics, it explores predominantly photographic images, from across a range of cultures and contexts: the arts, politics, science, sport and technology. Through visual analysis, it considers digital forms of observation and image making, as well as building understanding by visual practice. It examines questions concerning curating, circulating and making public the images we produce. It asks: What are the values and truths hidden in images? How can the practice of image production advance our thinking around images? How, in the context of a range of disciplines, can we learn to communicate ideas visually and verbally?

• GEP 3170 Narratives of Change

  This course considers a landscape of global ideas through the lens of contemporary literature. Students will be introduced to pivotal moments of recent thought surrounding gender, race, environment and technology, exploring how literature both shapes and responds to our changing world. Students will analyse literary, political, and theoretical texts from a variety of cultures, exploring the relationship between written form, content and context particularly the ways in which social change might play out in literature. There will be the opportunity to produce both critical analysis in essay form and creative writing that responds to the texts studied.

YEAR 2

Modules

• ACC 4205 Managerial Accounting

  This course introduces students to the generation of cost data for the preparation of proper, representative financial statements, and for optimal planning and control of routine operations and long range organizational goals. It focuses on the uses of formal cost accounting systems and quantitative techniques to make managerial decisions. Topics include: direct absorption income statements, job and process costing, allocation and proration, pro-forma and capital budgeting.

• COM 4115 Digital Society

  This course introduces students to critical studies of the digital society, and how it effects institutions, media, and audiences socially, culturally, and politically. It explores the history of ‘the information revolution’, and how contemporary digital technologies, the internet, and social media are changing identities, relationships, and practices at both micro- and macro-levels. Through engaging with key debates within digital society (e.g. selfhood and social media, participatory culture, sharing economy, surveillance, truth of online information and democracy), students will develop critical understanding of the relationship between digital technologies and society, and reflect on their own use of digital media.

• ECN 4105 Introduction to Microeconomics

  An introduction to basic economic methodology. Within a framework of supply and demand analysis, the behavior of producers and consumers is examined in the context of the efficient allocation of scarce resources in society.

• MGT 4100 Introduction to Management

  This course is designed to provide a foundation of knowledge on the subject of management. We discuss the functions, tasks and responsibilities of managers. The assignments, projects, and exercises are designed to, in addition to providing a deeper understanding of what management is, challenge students to hone their teamwork and business communication skills.

• MTH 4120 Probability & Statistics I

  An introductory course in probability primarily designed for business economics and psychology majors. The course coverage will include: descriptive statistics, elementary probability theory, random variables and expectations, discrete probability distributions (Binomial and Poisson distributions), continuous probability distribution (Normal distribution), linear regression analysis and correlations, elementary hypothesis testing and Chi-square tests, non-parametric methods and SPSS lab sessions targeting applications of statistical concepts to business, economics and psychology and interpretations of hardcopies. All practical work will be produced using SPSS statistical software.

• GEP 4180 Research and Writing II

  How do you train your critical research and writing skills to be effective in the academic and professional arenas? How do you design and structure an argument that is convincing? This core course focuses on the principles of good scholarship and academic practice that will be required throughout the students’ studies and in the workplace. These skills are developed throughout the course so that students may, with increasing confidence, produce well-researched writing that demonstrates critical engagement with a self-selected academic topic. This is the second course in the Richmond academic research and writing sequence.

• GEP 4105 Change in Practice

  This course takes an interdisciplinary approach to analyse London-based social and environmental needs. Students will discuss key texts related to service learning and apply a range of planning and research techniques to deliver a community-based project related to a chosen social or environmental issue. Students will use local resources when available including registered not-for-profit and community-based organizations and reflect critically on their ability to create a positive contribution to society. Students will engage in community-based service learning, with guided academic tasks and reflection.

Plus one of the following:

• DGT 4100 Coding, Content and Context I

  This is an introductory course that enables students to develop a practical understanding of the syntax of coding languages. It gives hands-on experience of structuring Code to produce and edit games, using mobile applications such as Hopscotch and Swift, progressing to writing full code on platforms such as Processing. Students are introduced to languages such as Python used in software like Open Sesame. This knowledge is then extended and tested across other digital media and objects through an introduction to software for digital audio, image and video editing. Students will be expected to collect and curate a selection of digital tools relevant to their studies. They will produce outcomes across two digital environments, alongside a critically reflective digital note book / blog of their learning. This class is relevant to students of all majors. It is highly recommended that students have access to the use of a laptop and a smartphone for the duration of the course.

• DGT 4101 Introduction to Programming

  This course provides the fundamentals of object-oriented programming. This will include usage of variables, objects, classes; assignment and control through statements, loops, functions, procedures, interaction between objects and inheritance. This course may introduce any current specialists programming topics, eg. programming for mobile applications.

YEAR 3

Modules

• FNN 5200 Corporate Finance

  This course examines the financial needs of corporations and the range of mechanisms available to meet them. The key concept of the time value of money is studied and applied to several decision models in capital budgeting and investment valuation. Other basic theories of Finance examined include risk versus return, modern portfolio theory, and basic financial statement analysis. Different financial requirements are considered with some emphasis in comparing internal and external sources of funds, their relative availability, and costs. Other topics considered include capital structure and dividend policy.

• MGT 5415 Governance and Sustainability

  This course examines the financial needs of corporations and the range of mechanisms available to meet them. The key concept of the time value of money is studied and applied to several decision models in capital budgeting and investment valuation. Other basic theories of Finance examined include risk versus return, modern portfolio theory, and basic financial statement analysis. Different financial requirements are considered with some emphasis in comparing internal and external sources of funds, their relative availability, and costs. Other topics considered include capital structure and dividend policy.

• MKT 5200 Principles of Marketing

  Concentrates on the legal framework within which most business takes place. Topics include corporate problems of raising and maintaining capital by shares; relationships of board of directors to shareholders; respective rights and obligations; relationships of companies to third parties; control and the principle of majority rule. Examples are used of the way statute and judge-made case law has dealt with these problems.

• MKT 5205 Consumer Behaviour

  The course will focus on the study of consumers and their behavioural patterns in the consumption and purchase of product/services as well as the impact of information technology (social media, digital media) on consumer behaviour. It examines behavioural and cognitive psychology and their application in order to measure and interpreting consumers’ formation of attitudes and beliefs. The course provides a psychoanalytic perspective in order to inform the development of marketing strategy as well as to what motivates individual to purchase a specific branded products. It provides an in depth understanding of the consumption culture in modern and postmodern life and how marketers develop life style branding strategies to attract different group of consumers market segments.

• MKT 5400 Developing and Managing Sales

  This course examines the role of sales management skills including an analysis of selling practices with emphasis on the selling process and sales management, the development of territories, determining potentials and forecasts, setting quotas, analysis of customers and markets. The course will provide students with skills, such as developing sales management strategies, designed to help companies to organise sales forces, recruiting and selecting the right people, training, and developing the sales force, motivating, and rewarding salespeople. Lectures, projects, and cases analyse all aspects of assessing the performance of the sales force necessary for the effective management of a sales team, whether in consumer goods, business-to-business, or service marketing.

• MGT 5200 Research Methods and Data Analysis

  This course provides an overview of how research in business and economics can be conducted. Topics covered include research philosophies, critical literature review, and quantitative and qualitative data collection and analysis. This course prepares students for their Senior Projects.

Plus one of the following:

• DGT 5106 Data Science

  This course focusses on how data and data sets relate to business contexts and how data can be visualised to provide meaning to complex data. The course explores web applications and programming skills required to programme data and apply existing knowledge in probability, statistics and programming to visualise data for specific business contexts.

• DGT 5100 Coding, Content and Context II

  This course builds on DGT 4100 Coding, Content and Context 1 class. In this course students develop more advanced digital skills using software such as Adobe XD CC, Appery, Appy Pie, AppMkr across the three themes of code, media and objects combined with a critical analysis of their use. At this level, different digital media are combined with haptics to drive user engagement. Coding can be introduced to computer hardware such as MaKey MaKey, Raspberry Pi etc to produce interactive devices. Data sampling is explored through real time visualisation. Outcomes are developed using research through design methodologies where students will design digital outcomes and test them in appropriate digital environments. This course combines transformation design and decolonial theories to critically connect digital practice with its implementation. This class is relevant to students of all majors. It is highly recommended that students have access to the use of a laptop and a smartphone for the duration of the course.

• DGT 5105 Advanced Computer Applications for Business

  This course introduces students to business concepts, revenue models and infrastructures necessary to produce a digital business solution. The course will also introduce marketing and sales models within current digital settings that will equip students with the knowledge necessary to build future proof business solutions.

Plus one of the following:

• GEP 5101 Service Learning: Digital Collaboration

  This Digital Collaboration Service-Learning course is a student community engagement course that aims to provide students from all disciplines and majors with the intellectual, professional, and personal skills that will enable them to build professional links and function well in culturally diverse communities both locally and globally, in a digital capacity. In addition to the hours of field work (typically 30 hours*), the student will also produce a critical reflective progress report of their experience (a learning log), a ‘community action’ portfolio (analytical essay), and a final oral presentation, based on their own creative project. These assessments have been designed to help the student reflect on the application of their specialist knowledge, the skills they are learning, and the benefits gained from the service-learning experience. During this service-learning course, the faculty supervisor work closely with each student to ensure that the community engagement is a successful one.This course enables students engage with organizations and communities outside of the university. Over two semesters, students will devise, plan and construct their own digital project for Charities, NGO’s and non-profit organisations via digital engagement and media networks. This course expands theories from digital global service learning, across different employment sectors, and aspects of society. It equips students to identify the ranges of opportunities for innovation and employment that digital skills offer, using digital resource and community building for physical and mental health. The course examines decolonial theories of global digital community. It is highly recommended that students have access to the use of a laptop and a smartphone for the duration of the course.

• GEP 5102 Service Learning: Leadership in a Changing World

  This is a Service Learning course that focuses on emerging forms of leadership. It aims to introduce students from all majors to the professional, intellectual and personal skills to enable them to understand different approaches to leadership and function well in culturally diverse communities globally. In addition to the hours of field work (typically 30 hours* depending on the organisation), the student will also produce a critical reflective progress report of their experience (a project log), and a portfolio of their work (potentially as an analytical essay, or a video or a Report or an oral presentation). These assessments have been designed to help the student reflect on the application of their specialist knowledge, the leadership skills they are learning, and the benefits gained from the critical experiential service-learning. It will also help them determine if their current career goals are the correct fit for them.This course enables students to engage with organizations and communities outside of the university. During the semester, students will consider topics such as negotiation and behavioral influence. They will devise, plan and carry out their own engagement project for Charities, NGO’s and non-profit organisations. This course combines design thinking and behavioural design theories with global service learning theory, across different employment sectors and aspects of society. It equips students to identify opportunities for influence, leadership and employment both in and adjacent to their field. The course is underpinned by JEDI approaches to justice, equality, diversity and inclusion across the global community.

• GEP 5103 Service Learning: Environment and Society

  This Environmental Service Learning course is a student community engagement course that aims to provide students from all disciplines and majors with the intellectual, professional, and personal skills that will enable them to build professional links and function well in culturally diverse communities globally and within an Environmental perspective. In addition to the hours of field work (typically 30 hours* depending on the organisation), the student will also produce a critical reflective progress report of their experience (a learning log), a ‘community action’ portfolio (analytical essay), and a final oral presentation. These assessments have been designed to help the student reflect on the application of their specialist knowledge, the skills they are learning, and the benefits gained from the service-learning experience. It will also to help them determine if their current career goals are the correct fit for them. During this service-learning course, the faculty supervisor will work closely with each student to ensure that the community engagement is a successful one.

• GEP 5104 Service Learning: Global Citizenship and Migration

  This course examines the theoretical, political and sociological conceptions of citizenship and their limitations. It looks at both the theoretical constructs and the concrete policies that have shaped the experience of the citizen and of the migrant. The course therefore considers the development of the nation state and the establishment of legal and social citizenship. It also examines the border as a mechanism of control and security. The course further addresses the intersection of experiences of citizenship across economic, racial and gender differences in the context of international governance as well as the globalization of economies and environmental issues. This is a Service-Learning student community engagement course that aims to provide students with the analytical and inter-personal skills to support key non-governmental and policy-making actors around the broad theme of citizenship and migration as well as to build an understanding of the needs and challenges faced by key stakeholders and local communities globally. Through consultation with key stakeholders, students will produce analytical written assessments on key questions around the theme of global citizenship and migration, they will also produce a range of work introducing them to a range of key employability skills in a range of key sectors related to citizenship, these might include: the local and global charity sector, local and national policy-making, as well as regional or international organisations. Students will be required to maintain a progress report that tracks learning and can act as a reference point for problem solving in the future.

YEAR 4

Modules

• MGT 6102 Sustainable Strategic Management

  Building on long established models of strategic management the course focuses on strategic analysis, planning and implementation in the light of current interest in sustainability and ESG values. Early lectures outline the basic strategic analysis models and case study analyses relate to both the firm's internal operations and the environment in which it operates. The course culminates in embedding the principles of ESG and the triple bottom line into future strategic planning.

• MKT 6101 Digital Marketing and Social Media

  The course will provide insights into new marketing concepts, tools, technologies and business models to enhance the consumer value creation process. New technologies have created some radical changes in the way companies reach their markets and in particular the emerging phenomenon of social media.This course integrates ideas from the process of gaining traffic or attention the rapidly emerging and influential social networks including Facebook, Twitter, LinkedIn and Google+. It will provide an understanding of techniques and tools to understand and harness the opportunities provided by best practice social media marketingStudents will have the opportunity to learn about electronic commerce in action; the interplay between the technology and marketing applications; the changing scope and uses of the Internet, along with current management issues facing businesses attempting to use the World Wide Web.

• MKT 6105 Marketing Planning and Strategy

  This Course provides the final experience for students concentrating in marketing. Using the case study approach, students integrate their knowledge from previous marketing courses and develop analytical and interpretive skills necessary for strategic and tactical decision-making. Marketing decisions are considered and students undertake a project as a major component of the course.

• COM 6102 Advertising and PR Campaigns

  This course builds upon earlier study of advertising and PR and requires students to examine and discuss campaigns involving advertising and PR and to present their own ideas for a fully- fledged campaign bringing together both disciplines. This will include the critical examination and evaluation of past campaigns in a variety of contexts and the planning, pitching and discussion of ideas for campaigns of the students’ own devising.

• MKT 6297 Senior Project in Marketing

  The senior project in Marketing forms the culmination of a student's studies in the area of marketing . The project requires a significant level of enquiry and research. It will typically investigate a hypothesis, an issue or case on a relevant topic. The investigation ought to make use of quantitative and/or qualitative research methods. Students will be guided by their supervisor and conduct individual research work on an agreed topic. The supervisor will facilitate the process through regularly-scheduled meetings.This course is only open to seniors, ideally final semester students should take this course.

Plus one of the following:

• MKT 6104 Luxury Brand Management

  Students will gain an insight into the structure of the luxury goods market, and the impact that market change may have upon future prospects and opportunities. This course considers the nature of the luxury product and the competitive advantage that it provides to the delivery of quality, design, image and distinctiveness. The luxury brand concept and definitions are critically examined in full and the various conceptual frameworks that link the luxury brand market to the market for normal goods is explored.

• ADM 6102 Web Design

  The course provides students with the core foundations and practical skills required to design a fully functional and interactive website. It offers a snapshot of the brief history and current status of the medium, and practitioners working within it. Web Design focuses on two main areas: preparation and design of a website, followed by the design build ready for online publication. It is ideal for students who want to showcase a portfolio of work on the web.

• ENT 6103 Lean Startup and Design Thinking

  This course covers learnings from three leading entrepreneurial methodologies namely, Lean Startup Design Thinking and Disciplined Entrepreneurship. Students will be introduced to new concepts and principles which have been widely applied by nascent entrepreneurs across different sectors. They will also be able to critically analyse these three overarching strategies and make their own informed decisions. Students will be introduced to a range of case studies from Western and non-Western countries to expand their knowledge and develop analytical skills.

• JRN 6101 Media Ethics and the Law

Integrated Internship

• MKT 6901 World Internship in Marketing

  The Internship in Business Management is a student work placement that aims to provide students with the experience of working internationally within the area of Marketing.Students will develop the intellectual, professional, and personal skills that will enable them to function well in a culturally diverse working environment. All internships are supervised by faculty, and all last a minimum of 6 weeks in length and are carried out full time Monday to Thursday/ Friday. Each student will also complete a series of assessments throughout the internship, such as keeping a written journal of their experience, preparing an internship portfolio, and delivering a final presentation. These assessments have been designed to help the student reflect on the skills they are learning and the benefits gained from the internship experience, and also to help them determine if their current career goals are the correct fit for them. During the internship, the staff of the Internship Office and a faculty supervisor work closely with each student to ensure that the placement is a successful one. Students’ final grades are based on several factors including, written assignments, presentation, and a report from their workplace supervisor which is taken into consideration.

• MKT 6902 Internship in Marketing