June is the peak of professional activity as the everyday rush to sort everything out kicks in before the distant sandy shores of the sea start calling and the holiday season arrives - for us however, we bring the holiday season early and efficiently mix it with a refreshing topic for our students - Marketing in a Digital World. This topic will unravel and cover key contemporary marketing and digital marketing concepts within the context of strategic marketing management, including hands-on experience of using contemporary digital marketing strategies and tools.
On top of it all, Buckingham University welcomes our students in their own campus for the duration of this module in its majestic, mediaeval surroundings.
The main purpose of this module is to help students develop a critical perspective on how marketing and digital marketing activities can substantially impact organisations' strategic and sustainable values in specific competitive markets. The unique feature of the module is that it will challenge the students to apply the previously acquired knowledge from the Economics module so that they can be able to develop market strategies. So, over these few days, the EMBA class will tap into these topics and discussions within the Marketing in a Digital World module.
New Executive MBA class opens its gates!
We open the admission and registration processes for our new 2024 cohort! Are you curious to see how world-class teaching and learning is? We have twelve modules constructed to radically transform your entrepreneurial perspective on the business world and introduce you to our community of high-value professors, skilled professionals and alumni who will be there to guide you through the most intense and rewarding 2 years of your life.
The world of business is ever-changing at a very fast pace, and with us you will gain just the right knowledge of understanding why, when and how such change is happening.
Check out our website for details regarding the admissions process, teaching staff and come to meet us during the next free session to chat about your expectations from the TEE Executive MBA programme, validated by Buckingham University!
Who will deliver this module?
Dr. David Harness, Professor in Services Management at Sheffield Hallam University, will deliver this module in the UK. David has expertise of working in the university sector specialising in services marketing, with research done in corporate social responsibility, services and financial services marketing, end stage product management. He has an extensive experience as a principal investigator for both funded research projects and contract research.
With a PhD from Huddersfield University in the field of service-product elimination, David’s recent research focuses on Bio-plastic, youth obesity, global lobster marketing, development of local tourism initiatives, urban regeneration and levelling up. He has published in Journal of Business Ethics, The Service Industries Journal, Journal of Business Research International Journal of Bank Marketing, Journal of Financial Services Marketing, Australian Marketing Journal, Journal of Product and Brand Management, Journal of General Management, and Journal of Marketing Management.
“ I am pleased to be able to join the TEE Executive MBA students on their journey of learning about marketing and how it can be used to shape business activity.
The module is designed to build a tool kit level of understanding of critical marketing principles and functional activities set within an increasingly digitised world.
My aim, through the lecture material, videos, case studies, problem solving tasks, and in class discussions is to show how marketing can be used to ensure an organisation gains their business and customer related objectives. This should provide a complementary perspective to the viewpoints presented in other modules to allow you to recognize the range of marketing activities and how these can be important for building value by which an organisation survives and grows.
The module should enable you to identify and critically evaluate possible distinctive strategic recourses, and to consider strategic options for supporting marketplace positions of sustainable competitive advantage. By the end of the module, I hope that students will be able to understand marketing within the context of your own organisation and be able to talk confidently to professional marketers.” - declares David Harness
Why is this module so important?
The world is continuously switching to digitising every aspect, and for the business and entrepreneurial fields it is essential to be able to both critically evaluate the role of the new technologies, such as social media in marketing communications strategies, but also to understand the variety of consumer-based models in specific markets. It is safe to say that at this point no marketing campaign exists without the digital aspect tied to it. This module seeks to deliver advanced methods and strategies for the rapidly evolving digital sphere tied to businesses. Understanding such benefits shapes an entrepreneur’s perspective for short, medium and long term on how businesses could evolve, what digital aspect could threaten one’s business and what could prove beneficial.
Special guest speakers at this module
During one of the studying days with Buckingham University, students will be present at the Milton Keynes Stadium where Andy Gibb, Group Sales & Marketing Director of the stadium will deliver a speech to our students.
Andy has worked in the events industry for nearly thirty years, as organiser, supplier and more recently in venues. He is passionate about all events, and says he still enjoys the opening morning of a trade-show or a sell-out stadium concert nearly as much as he enjoys a tricky red run!
His motto comes from all those years of experience both of events (and skiing)
"It’s not whether you get knocked down, it’s whether you get up”
Opened on 29th November 2007 by Her Majesty Queen Elizabeth II, Stadium MK is a 30,530 seat stadium in Milton Keynes, and home to MK Dons Football club. Stadium MK is also home to the DoubleTree by Hilton Milton Keynes; a 3,420m2 indoor arena, Marshall Arena; Marco Pierre White Steakhouse Bar & Grill Milton Keynes; and MK Dons Sport & Education Trust. So imagine how challenging it is for Andy to promote this place and how many lessons will he share with our students.
How the module in UK will look like
The Marketing module this year brings students to Buckingham University in the United Kingdom for a unique experience that puts together executive MBA learning with a team building experience. Our students will primarily be studying at Buckingham Campus for the duration of the module and a day at the Milton Keynes Stadium. We tailored this module in the United Kingdom to offer our students a rich cultural experience paired together with our world-class level academic teaching which targets just how culturally diverse the world level of business is. On top of it all, on their last day in the United Kingdom, students will be visiting both Oxford City’s academic and historical ambiance and the Bletchley Park mansion, where the World War 2 German Enigma code was deciphered by Alan Turing.
Recommended publications by our teaching staff
Dunn, Katie & Harness, David. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of Marketing Management. 35. 1-30. 10.1080/0267257X.2019.1605401.
Dunn, Katie & Harness, David. (2018). Communicating corporate social responsibility in a social world: the effects of company-generated and user-generated social media content on CSR attributions and scepticism. Journal of Marketing Management. 34. 1-27. 10.1080/0267257X.2018.1536675.
Harness, David & Ranaweera, Chatura & Karjaluoto, Heikki & Jayawardhena, Chanaka. (2018). The role of negative and positive forms of power in supporting CSR alignment and commitment between large firms and SMEs. Industrial Marketing Management. 75. 10.1016/j.indmarman.2018.03.006.