Welcome to Search and Metrics
In this module you will learn how marketers are rising to the opportunity of big data and attempting to deliver the promise of truly 1-2-1 marketing. You will explore attribution and its importance in effectively allocating spend as part of omnichannel marketing. You will develop an understanding of web analytics and social media engagement by considering the usefulness of a wide range of digital metrics across the engagement funnel. Students will gain an understanding of how to evaluate a marketing campaign’s effectiveness (e.g. ROI, ROAS…) by carefully considering objectives, outcomes, KPI’s, targets, and metrics selection and how these might be used to create a management dashboard. The module will also consider the current regulatory landscape for data compliance and study a range of current ethical issues. Hence, you will learn how digital has been causing a paradigm shift from outbound to inbound marketing. With greater focus put on content creation and curation, the module will explore how organisations seek to compete for the attention of audiences through organic means (search engine optimisation) and paid or boosted means (e.g. Adwords). The module will consider the dynamic nature of algorithms and wider ethical governance issues. Students will learn how brands can harness electronic word of mouth through affiliate marketing to amplify their messages and reach a wider audience. The module will also encourage you to think creatively and then to apply what they learn to real working scenarios through a digital marketing simulation system and gain the practical skills required to become digital marketers.
Wishing you all the very best with this module!
This module explores the foundations of responsible business. In doing so the globally recognised framework of the United Nation’s Sustainable Development Goals (SDGs) is drawn upon. The SDGs feature 17 goals that aim to achieve economic, social and environmental sustainability. In this module we will explore a number of these goals, including climate action, reduced inequalities, responsible consumption and production and decent work and economic growth. We explore their relevance to business, and how organisations can help achieve, or undermine, these goals. Using case studies, practical examples and new theories on responsible business, this module will help prepare future business leaders for a world where the agenda is no longer ‘business as usual’.
MN1305 Markets and Consumption
Module Summary
The rationale of Markets and Consumption (MN1305) is to integrate the research expertise of the Marketing faculty at Royal Holloway for your benefit as a first year student in the School of Business and Management.
The Department of Marketing at Royal Holloway http://pure.rhul.ac.uk/portal/en/organisations/marketing(e3a07645-4887-4cb3-9d79-608903739adb).html is one of the largest ones within the University of London.
MN1305 Markets and Consumption, as a course, introduces first year students who are reading management as part of their degree – that is you – to marketing, as both an academic discipline and a business practice. How and why marketing has developed, and continues to develop, as an academic discipline underpins our approach. Treating marketing as a management practice includes assessing the application of marketing in various marketplaces. By various marketplaces, we mean that the discourse of marketing has penetrated all sectors of the economy (i.e., private, public, and voluntary or not-for-profit). In addition, as a signatory to the Principles for Responsible Management Education (PRME), which is based on the United Nations’ Global Compact, attention is devoted to the sustainability of marketing practices in an increasingly globalized consumer society.
The use of ‘markets’ and ‘consumption’ is, in the title of a module on marketing, part of our answer to what is taught and why it is taught. The module asks you to consider the various relationships between markets and consumption. The consumer is a key stakeholder for organizational success so marketing is fundamental to understanding how the economy operates. What we purchase as consumers – the food we eat, the clothes we wear, the places we travel to on vacation – define us and our world. Marketing is everywhere. A core concept of marketing is ‘exchange of value’. Such exchanges often take place in markets, which are marked by firms in competition. Firms are competing for consumers. This is to say the consumer is a key stakeholder. Satisfying consumers is crucial to the success of organizations. As such we seek to understand consumers and their consumption behaviours and decisions in making choices amongst competing firms.
Marketing occupies a significant space within the study of management. Marketing is also interdisciplinary: it intersects other disciplines including economics, psychology, sociology, anthropology, public policy, politics, and visual culture.
Course Summary
Google, Twitter, Microsoft, and Facebook are all popular companies on the cutting edge of technology, and their innovations and competitive battles make front page news. But even organisations that don’t seem very high tech—from a family-owned restaurant to the local gym—are going digital. Digital enterprise is fundamental to modern business life and will be a major part of your future career. Digital technologies are the backbone of every business and pervade almost every aspect of our lives. They are one of the major tools available to business managers for achieving operational excellence, developing new products and services, improving decision making, and achieving competitive advantage. A continuing stream of digital technologies and innovations is transforming the traditional business world, enabling entrepreneurs and innovative traditional firms to create new products and services, develop new business models, and transform the day-to-day conduct of business. This continuous change in technology, management and business processes is what makes digital technologies one of the most interesting and rapidly developing fields of management studies.
This course provides a non-technical introduction to the use of digital technologies as tools for the innovative manager who wants to redesign the organisation and business landscape. Digital technologies are treated in this course within the context of the social sciences, offering students a management and organisational perspective on the role of digital technologies in business enterprises and how they are managed. Overall, the aim of the unit is to equip students with sufficient knowledge and conceptual tools to understand and analyse organisational issues related to the usage and management of digital technologies within the business context. Emphasis is given to the innovative potentials of digital technologies and the impacts of these on business enterprises. A particular features of this course is the incorporation of masterclasses with speakers from Google, Salesforce, IBM, GlassWall and Cisco who will discuss and illustrate the importance of a variety of digital technologies in the digital enterprise.
The course guide is attached. Please read this carefully - it contains vital information necessary for the completion of this course.
MN1915 Management First
Year 1 of your undergraduate studies reading Management at Royal Holloway ‘provides a foundation for advanced and independent study through establishing a common platform of essential knowledge and skills’ (current School of Business and Management programme specification). A structured approach to reading Management at Royal Holloway is a key aim of MN1915 in order to support students in making the transition from school to university. This recognizes the diverse backgrounds of Royal Holloway’s largest module reading Business and Management as part of their degree title. MN1915 Management First highlights that enhancing employability prospects is a portfolio of skills each student develops over the duration of an undergraduate degree; likewise, there are key academic skills each student must develop in Year 1 in order to succeed in subsequent years of the degree programme.
By the end of MN1915 students should be able to:
1. Identify and demonstrate academic skills that are both transferable and of value to employers;
2. Explain and discuss how employability skills are developed over the duration of several years of undergraduate study;
3. Demonstrate individual preparation of employability skills at the first stage of undergraduate study (including experiences beyond the classroom);
4. Describe and discuss contemporary issues in management; and
5. Reflect on what it means to be a more effective learner.
2. Explain and discuss how employability skills are developed over the duration of several years of undergraduate study;
3. Demonstrate individual preparation of employability skills at the first stage of undergraduate study (including experiences beyond the classroom);
4. Describe and discuss contemporary issues in management; and
5. Reflect on what it means to be a more effective learner.
MN1915 is organized into four subject areas of content:
• Business and Management with the Financial Times;
• Careers and Employability Skills;
• Learning Resources and the Library; and
• The Enhancement of Academic Skills.
Dr Derrick Chong
Office: McCrea 2-63
Email: d.chong@rhul.ac.uk
Advice and Feedback Hours in McCrea 2-63: Monday 13.30-14.30 and Tuesday 13.30-14.30 (no appointment is required); for other days/times email d.chong@rhul.ac.uk to arrange your appointment
The course consists of 20x one-hour lecture (including external guest speakers) and 9 one-hour workshops.
The lectures are used to illustrate the key points under each topic as well as real business examples.
Workshops will be used for case studies and applications of the material covered in the lectures.
The aim of the module is to introduce the student to the way in which a firm can achieve sustainable competitive advantage through strategy.
This module offers the opportunity of meeting guest speakers from several industries. The guest will deliver a lecture in a specific topic related to strategy. All guest speakers are invited and confirmed. However, change of dates is possible due to the guest’s business external responsibilities.
Module aims:
1. To discuss key concepts and debates in the theory of corporate and business strategy.
2. To examine the changing context in which the corporate strategy is formulated and implemented.
3. To illustrate how theoretical debates can be related to corporate strategies via the analysis of case studies covering a variety of industrial settings and situations.
Through examining and evaluating digital channels as part of integrated marketing programmes and campaigns, this course will critically examine emerging trends in the digital marketing landscape.
We hope workshops will enhance the confidence of students to present and support their analyses using objective and well thought out arguments, based on data and economic concepts. The activities are directly linked to the summer exam. Whilst the module focuses on the micro level, students will explore a limited number of macro topics which shape the choices and actions of actors in a range of organisations.
Information systems and technology play a key role in the functioning of
modern day organisations. The aim of this course is to provide students with a
critical understanding of the importance of information systems and
technologies to the practice of accounting and finance. The course will equip
students with some of the key information systems terms and concepts, as well
as providing business examples, of how information systems and technologies are
being used, and have influenced, the accounting and finance functions.
Accounting information systems, including roles, functionality and tasks, and
how these typically differ between larger and smaller organisations are
examined. Issues surrounding the development implementation and management of
information systems and technology, as well as emerging topics, such as, big
data, analytics and cloud computing, are also explored.
Dr Dhruba Lahiri
Lecturer In international Business
Dhruba.Lahiri@rhul.ac.uk
Room No. MX101