Marketing BA (Hons)

You are introduced to the concepts of debate, critical thinking, the processes involved in the study of marketing and International Business and the relationship between modules on their chosen course as well as the linkages that can be made with the broader external environment in terms of employability, career management and progression planning. In this module you will work with students from partnering universities on a collaborative virtual project, providing students the opportunity to expand their virtual collaborative skills, develop their cross-cultural awareness and develop their interpersonal communication skills which are crucial for the future.

A weekly lecture will be supported by a weekly group seminar which is designed to enable you to explore concepts raised in the lectures and to have the opportunity to apply them both individually and in small groups, through a variety of real world scenarios and case studies.

This module will help you to understand and interpret the main financial statements and it will introduce key concepts to help you with organisational planning, decision making and control. Managers are responsible for planning and controlling the activities of the organisation and this needs an understanding of accounting and financial management.

You will learn to conduct and interpret consumer research, understand buying behaviour and ethical issues, and communicate insights clearly to clients, building core skills used throughout the course.

You will apply user-centred design, theory, and digital technologies to create engaging marketing content while understanding platform requirements and legal, ethical, and global considerations.

The module is managerial in perspective, exploring the practical relationship between theory and practice, through the ability to select and apply appropriate theory within an organisational context and, based on this application and analysis, identify key issues and develop appropriate recommendations for action. Throughout the module, you will be encouraged to reflect on your own perspective and experience of working in organisations, being managed, and managing others, exploring these within the context of effective management and the achievement of individual and organisational goals.

Explore key principles and decision‑making frameworks, including process design, capacity and resource management, supply chain performance, inventory control, lean practices, quality management, project management, and approaches to operations improvement.

This module also looks at how organisations integrate systems, manage complexity, and balance efficiency with sustainability. You’ll examine how environmental, social, and technological factors influence operational choices and long‑term business performance.

Through case studies, simulations, process mapping, data‑driven analysis, collaborative project work, and applied problem‑solving, you’ll investigate real operational challenges and practise using management tools in practical contexts.

You’ll work with theories from psychology, sociology, and anthropology to analyse consumption patterns and understand what motivates consumers in different situations. By interpreting these insights, you’ll learn how to make informed marketing recommendations that respond to real wants, needs, and desires.

You’ll take part in interactive activities such as deconstructing adverts, analysing consumption scenarios, and working through case studies. These tasks help you build confidence in applying theory to practice.

You’ll also reflect on your own consumption experiences to understand how marketing influences everyday life and how consumers shape the marketplace.

Interactive workshops will underpin your learning as you apply core marketing principles to real business scenarios and develop campaigns that meet both organisational goals and customer needs.

You’ll also create a digital artefact that demonstrates your strategic thinking, practical skills, and understanding of ethical and professional standards. This becomes a strong portfolio piece to support your employability.

Develop your ability to interpret financial statements, evaluate management reports, and understand how accounting standards, regulatory frameworks, and ethical responsibilities shape business practice.

The finance element of this module introduces key theories, models, and tools used to assess investment opportunities, financing choices, and dividend policy. You’ll explore how organisations make these decisions and how financial strategy adapts to changing business environments.

Across this module, you’ll apply core accounting and financial techniques, interpret and evaluate financial information, analyse major financial models, and integrate financial insights into wider organisational strategy.

You’ll examine how the wider marketing environment shapes decisions in a new market = looking at consumer behaviour, cultural expectations and competitive conditions. This understanding helps you assess whether elements of the marketing mix should be standardised across countries or adapted to suit local needs.

Through interactive workshops, you’ll analyse real examples of global brands and campaigns and evaluate the choices organisations make. You'll then recommend strategies to adopt for successful international expansion.

These hands-on tasks will support your ability to research markets, interpret environmental influences, and apply marketing concepts to global scenarios.

This module will see you examine how marketing concepts and tools can be used beyond commercial aims; focusing on encouraging ethical, responsible, and sustainable behaviours.

You'll be encouraged to think critically about how marketing shapes everyday life and how it can be used to support meaningful social change. To support this, you’ll explore approaches for influencing behaviour, from motivating healthier lifestyle choices to encouraging environmentally responsible consumption.

Real-world scenarios form a key part of the learning experience, helping you understand how marketing techniques can be applied to address social issues in practical and ethical ways.

Through interactive workshops and collaborative tasks, you’ll develop the skills to plan and communicate behaviour‑change strategies that support socially desirable outcomes.

This module gives you the space to demonstrate what you can achieve when you take full ownership of a significant piece of work, from identifying a topic to presenting your final outcomes.

You’ll begin by defining a clear problem or question and examining its feasibility. This involves exploring the wider context, understanding the needs and expectations of relevant stakeholders and clarifying the objectives of your proposed project. You’ll develop a plan that sets out the methods you’ll use, supported by a careful consideration of ethical responsibilities.

Through guided workshops, you’ll explore each stage of the project process, looking at research design, data collection, analysis and project organisation.

You'll also explore how appropriate technologies and research methods can support your investigation. You'll work with a supervisor to provide you with specialist guidance as you refine your approach and move towards producing your final output.

Your project may take the form of a written investigation, practical solution, digital artefact, or another approved format, but all projects must include evidence‑based conclusions or recommendations.

Alongside this hands-on element, you'll present your findings to different audiences and explain their significance or potential impact. These reflections will enhance your communication skills to support your future professional ambitions.

Through practical workshops and collaborative activities, you’ll learn how to communicate clearly, work with others respectfully and make purposeful use of technology in your learning. You’ll explore how to find and evaluate reliable information, use academic sources correctly, and reference your work following university guidelines.

You’ll also reflect on your own strengths, goals and areas for development. This will help you build self-awareness, support your wellbeing and develop as an independent learner.

Assessment includes a portfolio of tasks that demonstrate your developing academic skills where you will communicate your ideas clearly and appropriately. This may include workshop activities, short pieces of writing, or oral presentations.

You’ll explore how brands create messages, choose the right tools, and communicate with the audiences they want to reach. This includes looking at advertising, public relations, sales promotions, and other elements of the communications mix, and understanding how each one works in different situations.

You’ll also think about the channels marketers use to connect with people and how these choices influence engagement. As part of this, you’ll examine the challenges facing today’s marketers, from changing consumer expectations to the need for integrated and consistent communication.

You’ll learn to recognise key marketing communications concepts, use the communications mix to engage audiences, and discuss the scope and challenges of applying integrated marketing communications in practice.

This module will introduce you to marketing as a discipline and the tools that support effective marketing decisions.

You'll understand how organisations identify customer needs and turn them into practical strategies and reflect on the trends and influences shaping modern marketing practice.

Through interactive activities, you’ll connect marketing principles to the real work carried out by marketing professionals.

Across the module, you’ll learn to explore the elements of the marketing mix, recognise key marketing concepts and challenges, and discuss how the marketing environment affects planning and decision‑making.

You’ll explore how diversity, digitalisation, and new forms of work influence everyday experiences of working and managing. You’ll examine how organisational culture, structure, and reward systems interact with employee attitudes, motivations, and individual characteristics to shape behaviour.

This module also covers key operational HR functions and helps you understand how HR supports organisational competitiveness through effective people practices.

You’ll learn through a range of interactive and applied activities, including workshops, case studies, simulations, industry projects, and community engagement. These experiences help you connect theory to real workplace challenges.

Explore key principles and decision‑making frameworks, including process design, capacity and resource management, supply chain performance, inventory control, lean practices, quality management, project management, and approaches to operations improvement.

This module also looks at how organisations integrate systems, manage complexity, and balance efficiency with sustainability. You’ll examine how environmental, social, and technological factors influence operational choices and long‑term business performance.

Through case studies, simulations, process mapping, data‑driven analysis, collaborative project work, and applied problem‑solving, you’ll investigate real operational challenges and practise using management tools in practical contexts.

You’ll work with theories from psychology, sociology, and anthropology to analyse consumption patterns and understand what motivates consumers in different situations. By interpreting these insights, you’ll learn how to make informed marketing recommendations that respond to real wants, needs, and desires.

You’ll take part in interactive activities such as deconstructing adverts, analysing consumption scenarios, and working through case studies. These tasks help you build confidence in applying theory to practice.

You’ll also reflect on your own consumption experiences to understand how marketing influences everyday life and how consumers shape the marketplace.

Interactive workshops will underpin your learning as you apply core marketing principles to real business scenarios and develop campaigns that meet both organisational goals and customer needs.

You’ll also create a digital artefact that demonstrates your strategic thinking, practical skills, and understanding of ethical and professional standards. This becomes a strong portfolio piece to support your employability.

Develop your ability to interpret financial statements, evaluate management reports, and understand how accounting standards, regulatory frameworks, and ethical responsibilities shape business practice.

The finance element of this module introduces key theories, models, and tools used to assess investment opportunities, financing choices, and dividend policy. You’ll explore how organisations make these decisions and how financial strategy adapts to changing business environments.

Across this module, you’ll apply core accounting and financial techniques, interpret and evaluate financial information, analyse major financial models, and integrate financial insights into wider organisational strategy.

You’ll examine how the wider marketing environment shapes decisions in a new market = looking at consumer behaviour, cultural expectations and competitive conditions. This understanding helps you assess whether elements of the marketing mix should be standardised across countries or adapted to suit local needs.

Through interactive workshops, you’ll analyse real examples of global brands and campaigns and evaluate the choices organisations make. You'll then recommend strategies to adopt for successful international expansion.

These hands-on tasks will support your ability to research markets, interpret environmental influences, and apply marketing concepts to global scenarios.

This module will see you examine how marketing concepts and tools can be used beyond commercial aims; focusing on encouraging ethical, responsible, and sustainable behaviours.

You'll be encouraged to think critically about how marketing shapes everyday life and how it can be used to support meaningful social change. To support this, you’ll explore approaches for influencing behaviour, from motivating healthier lifestyle choices to encouraging environmentally responsible consumption.

Real-world scenarios form a key part of the learning experience, helping you understand how marketing techniques can be applied to address social issues in practical and ethical ways.

Through interactive workshops and collaborative tasks, you’ll develop the skills to plan and communicate behaviour‑change strategies that support socially desirable outcomes.

This module gives you the space to demonstrate what you can achieve when you take full ownership of a significant piece of work, from identifying a topic to presenting your final outcomes.

You’ll begin by defining a clear problem or question and examining its feasibility. This involves exploring the wider context, understanding the needs and expectations of relevant stakeholders and clarifying the objectives of your proposed project. You’ll develop a plan that sets out the methods you’ll use, supported by a careful consideration of ethical responsibilities.

Through guided workshops, you’ll explore each stage of the project process, looking at research design, data collection, analysis and project organisation.

You'll also explore how appropriate technologies and research methods can support your investigation. You'll work with a supervisor to provide you with specialist guidance as you refine your approach and move towards producing your final output.

Your project may take the form of a written investigation, practical solution, digital artefact, or another approved format, but all projects must include evidence‑based conclusions or recommendations.

Alongside this hands-on element, you'll present your findings to different audiences and explain their significance or potential impact. These reflections will enhance your communication skills to support your future professional ambitions.