MSc - Management with Digital Marketing

University of Hertfordshire

The following is indicative content: Operations, Logistics and Supply Chain Management themes: Processes, strategic impact, scope and structure Capacity Management o Resource Planning and Control Quality Management Project Management · Business analytics tools and techniques Big Data/Business intelligence Management Information systems approaches Knowledge Management Change management Digital innovation and eCommerce

The purpose of this module is to provide students with the skills necessary to plan and undertake research projects both within an educational context and at their future work. The module will draw upon a selection of topical and relevant management business issues which will focus on international, multi-national or local issues. By engaging fully with this module students can expect to transform their approach to management as they develop their awareness and knowledge of the complexities of modern business issues. In the process of examining either a big business or SME digital marketing management issue, students will become more independent thinkers able to understand the challenges faced by businesses in a modern, dynamic, and uncertain international business environment.

This module analyses and evaluates different perspectives and approaches, to the management of people. It aims to develop an understanding of how effective people management contributes to organisational success. Students will develop an appreciation of the main principles, practices and process of people management, and the contextual influences and their impact on people and organisations. This will be through evaluating HR practices including human resource planning, recruitment and selection; developing an understanding for the strategic nature of hr planning and the role of strategic leadership as well as exploring the main issues and complexities involved in the management of people including the role of employment relations. The module will explore human resource complexities in managing across borders and concerns of multinational corporations (MNCs) by exploring international HRM themes. Students will examine the challenges of managing staff by examining practices associated with cross cultural management such as diversity of institutional and cultural environments.

Indicative content: Marketing contexts (B2B, B2C, For Profit, Not for Profit, New Ventures) Marketing Landscape - Micro and macro environmental analysis, including ethics, sustainability and global marketing Digital Marketing Landscape, Role of Technology, Social Media, Contemporary Issues Steps in Strategic Marketing Planning - Corporate Vision and Mission, Setting Marketing Objectives, Segmentation and Targeting, Customer Personas Consumer Behaviour and Psychology - Buyer Decision Making Processes. Digital Behaviours, Social Influence Growth Strategies Marketing Tactics - 7Ps-Digital and traditional marketing communications Digital/technological entrepreneurship and value creation Innovation processes, ideation and the evaluation of ideas Prototyping and market testing Business model development (incorporating digital models) Business model canvases Launch plans incorporating marketing tactics and digital marketing communications Development of roadmaps and customer lifecycle planning for sustained growth Operational and legal issues Pitching for Investment incorporating financial literacy Measuring success Exit strategies

This module is designed to enable you to become more confident in the use and limitations of financial information and interact more effectively with both financial and non-financial management. You will learn how to assess and use financial information, both for external stakeholders (financial statements) and internal management reports that assist with management decision making across the organisation. You will: analyse financial information to help solve business problems, including alternative techniques for evaluating major investment projects and explore ways in which they may be financed. explore how financial management and business performance is monitored and managed, how value is created and maintained and its distributed to stakeholders. This may include several contexts including not for profit organisations. consider corporate governance and ethical issues using scenario exercises and case studies to acquire and develop new financial skills and understand how to use them in a practical context.

This 30-credit module incorporates group and individual activities including research, study, and constant evaluation of a changing business situation. In undertaking this work students can demonstrate their ability to understand, investigate and present their findings on a range of key management issues which are often problematic within organisations. The ability to work independently but also as a functioning member of a team and undertake research and discuss and agree on findings to reach an optimum solution is a key part of the modern work environment. This module may focus on any aspect of the MSc Management programme and should be used as a vehicle to demonstrate a creative and balanced approach to problem solving together with an ability to identify and evaluate strategic options.

Success at university requires a full understanding of institutional expectations as well as the development of key academic skills needed to enable students to fulfil their potential. This module will provide a structured step-by-step guide along the student journey to equip students with the necessary knowledge and skills to best achieve their goals. Using engaging and interactive content, this module aims to provide students with all the tools and a strong foundation upon which to build successful academic and professional experiences.