| CODE | CRC2090 | ||||||
| TITLE | Ethics, Sustainability and Law | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 5 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | This study-unit explores the latest contemporary marketing communication techniques, including their impact on consumer engagement and business strategy within a team setting using a seminar format. - Students will examine the latest developments in social media marketing, conversational marketing, neuromarketing, influencer relationship management (IRM), sustainability & ethical marketing, and other emerging techniques. - The study-unit will evaluate how businesses leverage these emerging platforms and tools to enhance their marketing effectiveness. - Ethical considerations, consumer trust, and transparency in modern marketing practices will be analysed. - Case studies of real-world campaigns will be used to demonstrate best practices and successful implementations. Study-Unit Aims: - Provide a comprehensive understanding of contemporary marketing communication strategies, including the latest trends within a team work approach; - Introduce emerging marketing techniques and their application in digital and strategic marketing; - Help students to develop the ability to critically evaluate and apply modern marketing techniques, including social media marketing and neuromarketing; - Provide a framework for analysing and assessing the effectiveness of contemporary marketing tools, including sustainability and ethical considerations. - Provide students an opportunity to enhance their personal communication skills through listening, peer feedback and leadership. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the fundamentals of contemporary marketing techniques; - Evaluate how businesses integrate conversational marketing, neuromarketing, and influencer relationship management (IRM) into their strategies; - Explain the impact of emerging marketing channels on customer engagement and brand positioning; - Assess the effectiveness of various digital marketing tools and automation strategies; - Identify ethical and regulatory considerations in modern marketing communication. 2. Skills: By the end of the study-unit the student will be able to: - Apply contemporary marketing techniques in real-world scenarios; - Analyse case studies of modern marketing campaigns and assess their effectiveness; - Develop strategic recommendations based on insights from emerging marketing trends; - Critically evaluate the role of AR/VR, influencer collaborations, and ethical marketing in communication strategies; - Construct data-driven marketing insights and recommendations based on real business cases. Main Text/s and any supplementary readings: Main Texts: - Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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