Marketing

MKT4001
Marketing in Action 20 credits

The module will give you a broad overview of marketing topics withinn a real-world context, including marketing concept; global marketing environment; buyer behaviour; marketing research; segmentation, targeting and positioning; marketing mix and the marketing planning process. You will consider the relevance of core marketing concepts for organisations whilst developing core competencies in group working, critical thinking, evaluation of information sources and referencing.

MKT4002
Buyer Behaviour 20 credits

This module will give you theoretical and practical insights into the behaviour of buyers in both consumer and business-to-business markets. You will also explore the way in which marketing relationships are developed and maintained.

HRL4003
Business Culture and Behaviour 40 credits

This module encompasses the internal aspects, functions and processes of organisations, including their diverse nature, purposes, structures, size/scale, governance, operations and management, together with the individual and corporate behaviours and cultures which exist within and between different organisations.

STO4002
The Business Environment: A Global Perspective 40 credits

This module introduces students to essential understanding and competencies in the dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk and business resilience.

PBS500CPD
Careers and Professional Development 0 credits

This module is aimed at enhancing students employability skills and knowledge especially those who will be undertaking an industrial placement in the third year of their degree. It is designed to build on skills learned in Stage 1 and helps students in their search for a placement, and in their preparation for the placement itself.

MKT5009
Advertising Brand Management and Marketing Communication

The module will introduce you to the key elements of the marketing communications’ mix (including advertising), examining their role and significance in developing and managing brand identity and equity.

MKT5010
Consumer Insights: Data Driven Decisions

This module explores the fundamental methods and principles of marketing research, illustrating how various research techniques are applied to gather meaningful data. It further demonstrates how the resulting insights are leveraged to inform and guide marketing decisions, enabling more targeted and effective strategies that align with consumer behaviour and market trends.

MKT5012
Innovation and Marketing Planning

This module is set in the context of marketing management, with the primary aim being to introduce the concepts of marketing strategy and marketing planning and apply them around the framework of a new product development programme. This will enable students to develop an understanding of marketing as both a principle and a job function.

MKT5013
Service Marketing

This module explores the distinctive characteristics of service products and examines how innovation reshapes consumer behaviour and influences marketing strategies within the service industry. Through a combination of theoretical frameworks, case studies, and practical applications, students will gain insights into the role of innovation in service marketing and develop strategies to address the challenges and opportunities in the UK's service-dominated economy.

MKT5006
Digital Marketing 20 credits

In this module you will examine the impact of new forms of digital technology on all aspects of the modern marketing mix, organisational strategies and consumer facing activities. You will explore modern marketing activity through a digital lens, providing you with a greater understanding and awareness of the relationships between marketing and digital technology.

PBS5001C
The Challenge Module: Sustainable Business 20 credits

Through this module you can select from a choice of topics related to the big challenges business and society are facing today. These might be drawn from the UN Sustainable Development Goals or a country’s industrial strategy.

PBS5002C
The Challenge Module: Sustainable Supply Chains for Global Trade 20 credits

In this module, you will be challenged to evaluate the sustainability of the globalised business world. You will assess conflicting viewpoints and present balanced arguments for the environmental, social and economic sustainability of the supply chains that support global trade.

PBS5003C
The Challenge Module: Responsible Entrepreneurship in Action 20 credits

Through this module you can develop an understanding of the big challenges business and society are facing today, in the context of entrepreneurship. These might be drawn from the UN Sustainable Development Goals or a country’s industrial strategy and will be informed by established business theories. You will develop and reflect on a business idea which has sustainability at its core.

MKT5011
International Marketing with AI Consciousness

The module introduces you to the key concepts of international marketing, providing you with an understanding of the environmental factors, international marketing strategies and the international marketing planning process.

PBS600PLC
Placement Year

The placement year consists of an extended period of appropriate professional experience in a business or organisation. It allows the student to gain relevant experience to consolidate their studies and prepare for final stage study and employment after graduation. Students on BA International Business may also or alternatively undertake a study placement at an approved partner institution.

MKT6001
Contemporary Issues in Marketing 20 credits

You will examine and critically appraise contemporary principal theoretical marketing approaches and investigate their implications for practical marketing management.

MKT6007
Strategic Marketing 20 credits

You will critically assess the value of strategic marketing as part of a broad corporate environment, considering long-term applied corporate management issues and opportunities affecting the marketing function and recommending appropriate strategic, marketing-led solutions. Using case studies, you will gain an insight of key internal factors relating to the successful development and implementation of marketing strategy, through engagement with invited ‘client’ organisations.

MKT6008
Public Relations in the Digital Era 20 credits

This module seeks to demystify public relations, explain what it is, how it can be used and its relationship with marketing. You will explore both marketing public relations and corporate public relations and examine how marketers can utilise public relations as part of the marketing mix in the digital era.

PBS600CPD
Continued Careers and Professional Development 0 credits

The Continued Career and Professional Development module is a development scheme designed to enhance students’ employability and builds on the stage 2 module. The stage 3 module focuses on providing students with information on graduate options and equips them with the knowledge and skills necessary for articulating and recording achievement and applying for graduate positions. The module also includes a number of workshops and events designed to develop students’ skills and knowledge, with the purpose of filling gaps in their CV’s and enhancing their employability.

PBS6001
Final Year Dissertation 40 credits

The module builds upon research and study skills developed in earlier modules. Students are required to undertake supervised independent research into a marketing or economics field of their choice. Use should be made of appropriate research qualitative and / or quantitative methodologies.

MKT6005
Social Media Marketing in Practice 20 credits

In this module you will study the application of social media marketing strategies and techniques, applying theoretical knowledge in practice and examining systems, software and techniques typically used in the marketing environment. You will have the opportunity to gain ‘external’ awards from key industry ‘academies’ including; Google, Hootesuite, Hubspot, etc.

MKT6011
The Psychology of Marketing

The module will give you an understanding of why things happen and the importance of cognitive behaviour to, and on, marketing. You will analyse where a marketing operation wants to influence/change the behaviour of key stakeholders and assess how they might do so. You will reflect on how you make decisions and how you might change the behaviour of others.