Professional Doctorate Business Administration

This module aims to provide you with an educational forum in which you can examine your own experience of work and take the necessary action based on reflection. The aims of the module will be met when you examine and reflect on your own experience, derive the appropriate theory and then develop action related to both the demands of work and the programme of study. These will be met more fully when you understand the concept of critical reflective practice in relation to action learning and experiential/action learning. The module requires you to reflect critically on theory and practice from an ethical and professional standpoint, explore the implications for professional practice, and ultimately provides opportunities for applied learning and continuous professional development. This module supports the concept of Continuous Professional Development, and you will be expected to keep a CPD reflective learning journal. The purpose of this will be to provide further evidence of self-managed personal improvement and development specifically resulting, from reflection and learning from your work and professional experience.

Marketing communications is a rapidly changing area, and most organisations now build their strategies around digital technologies. This involves the creation of online content and developing awareness through search engines or social media. By studying this module you will understand how marketing communications concepts and theory can be applied when communicating with an audience in an online environment. It will examine specific principles and techniques that underpin digital marketing campaigns, as well as covering relevant behavioural concepts relating to different forms of content. You will formulate a strategic marketing communications plan for a given organisation and advise on the development of online activities. A range of digital Marcomms tools and techniques will be investigated, together with an in-depth exploration of social media platforms and opportunities. The module will be delivered in a consultancy style and you will explore examples of creativity and innovative marketing communications campaigns across a range of industries.

This module focuses on sustainable strategic management and the role of the leader in the crafting of a sustainable strategic plan, regardless of the industry or sector. It will include a critical review of the responsibilities of the leader in culture formation to support the achievement of the strategic plan. And it will encompass the bringing together of all of the other business functions, finance, people, operations, and marketing in the strategic planning process. It will take an international approach. This module will include an overview of the contemporary issues around strategic planning, together with the influence and issues brought about by internal and external forces and adapting to a continually changing world. It will also critically consider disruptive strategies and the advent and impact of globalisation and big data in strategic decision making.