Modules

• 1. Intercultural Business Communication (Core) — Students use various theories to expand their understanding of the complex ways different business cultures communicate globally, preparing them for key professional roles in commercial environments. They analyse cultural issues influencing business communication, apply cultural awareness in practice, and research intercultural communication in business and professional contexts.
• 2. Marketing Communications (Core) — Explains how modern organisations plan their communications with the people that matter to them. Students develop knowledge of the fundamental concepts, theories and techniques of marketing communications, learn to plan, implement and control marketing communication strategies, and put their learning into practice by creating their own marketing campaign.
• 3. Critical Approaches to Digital Media in the AI Age (Core) — Examines how digital platforms and AI systems are transforming the production, distribution and consumption of digital content, and the social, political and ethical implications of these changes, including privacy, algorithmic bias, misinformation, platform power, the digital divide and ecological impacts.

• 4. Global Intercultural Leadership (Core) — Looks at what characterises successful leadership in a global business setting and how it can be nurtured. Students assess different leadership styles and the intercultural competencies global leaders need, and reflect on how they are developing their own leadership style.
• 5. Digital Storytelling (Core) — Students gain an advanced understanding of 21st-century forms of digital storytelling and narrative practices, including social media, mobile media, data visualisation, podcasting and other digital content. They learn how to plan, pitch, create and edit their own creative content, with no previous technical experience needed.
• 6. Strategic Brand Management (Core) — Takes a pragmatic approach, using case studies to show how organisations launch brands, establish and maintain brand equity, and manage brands over time and across geographic boundaries, including brand identity and positioning, brand extensions, measuring brand equity and global branding.