Year 1
In Year 1 you'll become familiar with the principles of marketing and marketing's core concepts. You'll gain an in-depth understanding of the role and function of marketing in modern business, so when you graduate you'll understand how you can add value to companies. You will also begin the business readiness programme in preparation for your Business Practice in Year 2.
Core modules
Managing Marketing Information
30 credits
This module is about managing marketing information. This not only requires various mathematical techniques such as statistical measures, but also is highly dependent on information technology (IT) for the gathering, summarising and communicating of this information. The module introduces students to modelling data in spreadsheets, analysing and querying such data and presenting it in a variety of methods including graphically, textually and online. This module is designed to support students' other marketing studies and culminates in a piece of synoptic assessment across this module and Marketing Principles. It is delivered using a problem-centric approach in a computer laboratory, emphasising the application of mathematical techniques with the aid of IT, and the employability skills associated with this.
Marketing Principles
30 credits
This module provides you with an in-depth knowledge and understanding of the principles of marketing and marketing's core concepts. It helps you develop an appreciation of the role and function of marketing in modern business and non-profit organisations and of the relationship between marketing and other business functions. You will be encouraged to think critically about marketing concepts and frameworks and about the impact marketing has on society. This module enhances your employability by helping to develop the practical skills needed for working in the marketing, communications and advertising industry.
The Marketing Environment
30 credits
In this module students will focus on influences that affect organisations' business activity in general and the marketing function in particular. Students will evaluate markets, the economic systems that govern them and the key players that operate in them. Business and economic theories are employed in the identification and analysis of external environmental factors and their impact on organisations and their ability to market their products and services effectively. Students will also examine the elements of the internal environment in terms of their effect on organisations' marketing activities. The role of the marketing environment in shaping marketing activity is analysed. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers, and there is a strong emphasis on participation in the classroom.
Organisations and Entrepreneurship
30 credits
This module introduces you to the range of organisations that exist in modern business, from small to medium-sized enterprises (SMEs) to large scale multinationals. The variety of ways in which organisations are structured and managed is assessed using organisational behaviour theories. The behaviour and management of people at work is assessed by examining concepts relating to individuals and groups. A key focus of the module is the role of entrepreneurship in organisational development, both as a means of creating new organisations and as a mindset within all organisations in order to drive growth and success. The module also provides you with the means to develop the personal, professional and academic skills required to secure and succeed in a placement.
Year 2
In Year 2, you'll develop your knowledge and understanding of current approaches to the development of marketing strategies and how these are implemented through marketing plans. You'll gain practical insights into how consumers buy and use products, and react to marketing activity. You will also learn how the different elements of the communications mix, such as advertising, public relations and digital marketing, work together to produce powerful marketing campaigns.
Core modules
Marketing Insights
30 credits
Marketing raises problems about how consumers buy and use products and how they react to marketing activity. This module is concerned with collecting evidence and understanding the theory about these issues. It provides critical knowledge of how to conduct research into buyer behaviour and understand its relationship to problems in marketing. This module enables you to gain an understanding about the latest developments in areas of buyer behaviour such as loyalty, satisfaction, advertising effectiveness, store atmospherics, and business-to-business decision making. It focuses on the practical application of research evidence and on identifying and employing the most appropriate methods of investigation and analysis. Over the course of this module, you will have the opportunity to gain hands-on experience in both collecting and analysing qualitative and quantitative data, and using the results to draw conclusions about specific aspects of buyer behaviour and make recommendations to marketing managers.
Marketing Metrics
30 credits
In this module you will focus on the ways in which the performance of the marketing function can be assessed by organisations. You will learn how quantitative techniques can be used to analyse markets, competitors and customers and evaluate marketing performance. You will develop an understanding of budgeting and performance management with an understanding of the key accounting statements. A range of metrics will be examined which may be used to evaluate marketing performance and to establish whether marketing objectives are being achieved. The relationship between marketing objectives and performance with organisational objectives and financial performance will be examined. In addition brand valuation and the use of web analytics will be considered.
Marketing Communications and Advertising
30 credits
This module focuses on the creation of effective integrated marketing communications plans. You will learn about the different elements of the communications mix, such as advertising, public relations and digital marketing, and how they can work together to produce powerful campaigns. While underpinned by marketing communications theory, the module develops practical skills that would be particularly useful for those considering a career in marketing communications or advertising, such as writing communication briefs, presentations and producing communication plans. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers, and there is a strong emphasis on participation in the classroom.
Business Practice Module Options
Internship (work-based)
30 credits
The module consists of a period of placement in commercial, industrial, public sector or third sector organisations. In this module, students will have the opportunity to use the conceptual and theoretical knowledge acquired through their study of the core curriculum. During their period of placement they will develop a portfolio demonstrating the work done and provide a summary of their experience in the form of a short report.
The module seeks to ensure that students reflect on and develop the skills they acquired during the Business Preparation module, in attaining their placements, and in the subsequent placement itself, with a view to using these skills in their final year. Developing an understanding of the theory of business practice and applying this in work situations is particularly emphasised. Students will be in regular contact with the Business & Professional Experience Team during their time on placement, either face to face or via Skype or telephone depending on location.
Consultancy in Practice (campus-based)
30 credits
This module involves a real-life client project highlighting the important role of the consultant in an organisation. Models from management literature are applied within practical settings in order to relate theory to practice. Students are provided with an opportunity to develop their management skills by undertaking a live project for an external client. This activity emphasises the importance of blending business, people and technology issues when analysing problem situations in a business context. The module is assessed by the group consultancy project report for the client, this includes a self-reflection of the experience and presentations, with client and expert feedback.
The Entrepreneurship Experience (campus-based)
30 credits
This module is one of the options available to students during their work placement. Each of these options allows students to develop their skills and knowledge, and learn about the business environment and the world of work, linked to their main interests, in this case, the entrepreneurial environment. This module allows students to work in a start-up environment, either on their own idea or with a firm in an existing incubator or accelerator.
Optional modules
Professional Selling
15 credits
The module builds on your marketing knowledge by developing your understanding of the theory and application of Professional Selling & Sales Management. Effective selling adds to shareholder value and enhances the return on investment of marketing expenditure. You will understand how to recruit, motivate and manage salespeople as the key professional selling resource, including how to balance people with finance and other resources. The module also develops your understanding of the role that IT plays in informing sales strategy development and in the structured sales planning process. The module will be of particular benefit to those aiming to develop a career in this area across the business, professional and consumer contexts. The module will combine a mix of interactive instructor-led lectures and workshops, and student-led learning activities including case study discussions and presentations.
Developing Web Applicants for Business
15 credits
This module introduces the principles of Information Architecture (IA), equipping students with the knowledge, skills and technologies required to design a typical information architecture solution that works using web technologies. Students will gain experience in designing and implementing prototype solution using server-side scripting languages and database servers. The sessions will be interactive and include a mix of teacher-led learning, problem-solving, and student-led learning.
Business Decision Modelling
15 credits
This module is designed to equip students with an advanced set of analytical data modelling tools, including optimisation, prediction and simulation, to effectively manage and support business decision-making. The module extends students' skillsets developed in the first year to include problem analysis, model building, application, and evaluation, to reflect the technical skills required in the workplace. Teaching will be via a mixture of lectures and tutorials based around lab sessions and make use of online software, materials and assessment.
Rapid App Development for Business
15 credits
This module introduces the principles of rapid app development, equipping students with the knowledge, skills and technologies required to quickly develop a typical information architecture solution that works using low or no code technologies. Students will gain experience in designing and implementing prototype solution using one of the most popular no-code environments, Mendix. The sessions will be interactive and include a mix of teacher-led learning, problem-solving, and student-led learning.
CSR in Marketing
15 credits
This module examines topics at the interface between corporate social responsibility (CSR) and ethical marketing, and their relevance and importance in contemporary business and marketing environments. The module also explores the role and importance of CSR and sustainability, and their implementation in key marketing decisions including advertising, branding and ethical consumption. The role of social marketing is considered - the application of marketing principles and techniques to further social good and wellbeing. Students will develop an understanding and sensitivity to ethical considerations that arise in the practice of responsible marketing and an awareness of the ethical challenges that marketers face when operating across international country markets. The module will combine a mix of interactive instructor-led lectures and workshops, and student-led learning activities including case study discussions and presentations.
Data Analytics for Business
15 credits
The aim of this module is to give students a foundation in the uses of data analytics for business. It aims at a critical understanding of issues regarding the collection of data and the correct application of statistical techniques in a business context. The module introduces students to analytical tools and including inferential data analysis to support business decision-making. The module builds upon the skills gained during the first year and develops students' abilities for problem articulation, analysis, and evaluation. Students will develop and extend their technical skills to reflect those required in the workplace and will also develop an appreciation of the quality of data, the meaning of findings and the limitations of model building. This will enable students to make decisions on a more informed basis. Teaching will be via a mixture of lectures and tutorials based around lab sessions and make use of online software, materials and assessment.
Financial Investments
15 credits
This module is designed to provide students with a broad understanding of the field of investment. The main topics covered include: the UK stock market, stock valuation, investment strategies for equities, financial derivatives, portfolio diversification, optimal portfolio construction and financial risk management. Students will use the dedicated Bloomberg dealing room and software packages to access real-time financial data. Teaching consists of traditional lectures, and also lab sessions where hands-on practical exercises are provided. The module is assessed via the Bloomberg Market Concept (BMC) certificate and two coursework where students are required to construct and manage financial solutions for a specific period.
Marketing Simulation
15 credits
The module builds on the marketing module delivered at level 4 and / or 5. It is designed to equip students for a career in marketing management by enabling them to develop short, medium and long-term marketing strategies and to evaluate and control marketing performance against these strategies.
This module enables students to participate in a computerised marketing game which simulates a real marketing environment. Working in teams, students will have the opportunity to make and analyse marketing decisions and learn from any mistakes in a risk-free environment. Students will identify and use relevant marketing theories and apply them to information provided by the simulation game, allowing them to make marketing decisions within specified time periods. The game provides the opportunity for students to integrate tactics with longer-term strategic decision making, since their decisions will be made over 8-to-10 periods game, which forces them to manage short-term profitability as well as long-term marketing objectives.
Teams experience the implications of their marketing decisions in a way that is close to real-life. From an employability perspective, the experience of working in teams to achieve common objectives will assist in improving students' leadership skills, as well as making decisions under pressure, resilience, and analytical skills.
Business Law and Ethics
15 credits
This module is designed to provide students with a general understanding of the English legal system and a more advanced understanding of the principal areas of law that may be encountered in business or professional practice and which are of concern to accounting and finance professionals, focussing on civil and criminal consequences for these professionals. The module commences with a focus on sources of law and the court system in England and Wales, before considering the areas of contract, agency and tort law, which underline business transactions. This module will then examine unethical and criminal behaviour relevant to accountants or business in practice, including ethical behaviour, fraud, bribery and anti-money laundering.
Entrepreneurship
30 credits
This module provides you with the opportunity to engage in developing a business plan for starting up a new venture or launching an innovative product/service. You will find out what it takes develop a business plan from idea generation, feasibility analysis, marketing strategy, business model development to making financial analysis for a business plan. Students will thus learn about the different aspects of entrepreneurship and business planning.
Global Operations
15 credits
Global Operations is designed to develop students' ability to analyse different business opportunities and risks when a firm's operation goes beyond the domestic market. Students will also comprehend the practical knowledge and expertise required in a variety of operational circumstances that an international company can be faced with. This module will help students develop an integrative framework of facilitating global operations which deal with organisational structure, location decisions, international procurement and production strategies, international transport, and global supply chain risk management. The module will be delivered through a combination of lectures and tutorials.
Optional year
You have the option to take an additional year to study abroad or to undertake a year-long work placement (or even a mix of both).
In your final year, to ensure you experience the real challenges of marketing in a rapidly changing environment, you'll work on real life project briefs from client organisations. You will develop viable, theoretically grounded marketing and advertising plans and present them to your peers and industry experts. Working for a client and meeting industry professionals in this way provides you with invaluable experience and networking opportunities.
Core modules
Integrated Marketing Communications
30 credits
This module will enable students to examine the theoretical underpinnings of integrated marketing communications, addressing elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications. The module will be delivered as a series of research seminars and workshops, led by subject experts from both academic and professional practice backgrounds. During these sessions, students will discuss and develop their own marketing communications research. The module links closely with Digital Marketing and PR, providing a sound theoretical framework for the practical planning of marketing communications.
Marketing and Advertising in Practice
30 credits
The processes of marketing management and operations are subject to ongoing change as technological and other environmental factors act upon organisations and their markets. To ensure students experience the real challenges of marketing and advertising in a rapidly changing environment, this module is based around a live project brief from a client organisation, enabling students to apply their knowledge of the latest marketing theory and advertising practices to a real situation. Students also gain an awareness of awareness and understanding of current issues of global concern such as sustainability, ethics, and social responsibility and how these relate to contemporary marketing and advertising practice. The module integrates employability into the curriculum and facilitates the development of sought-after graduate attributes vis-à-vis the skills, experience, and knowledge required to navigate employment and professional development opportunities. Students will participate in a series of consulting skills and project workshops, during which they will develop a viable, theoretically grounded marketing plan.
Digital Marketing
30 credits
While the overarching objective of marketing remains the creation and delivery of value to customers and organisations, marketing options are constantly changing in response to the evolution of the digital landscape. Developments in technology, media and digital communications present relentless challenges and opportunities for practitioners. No longer passive recipients of marketing messages, consumers are active and engaged, often co-creating their experience and their interactions with brands and other consumers. This module will examine the concept of customer experience through which customer value is created. The role that digital technologies play in brand management and in customer experience management is assessed. The module will introduce you to some of the contemporary digital marketing communications tactics such as search engine marketing, social media, mobile marketing, content marketing and analytics, all of which are tactics available for contemporary marketing communications. This module will evaluate the range of options available to generate brand awareness, customer satisfaction, loyalty and, ultimately, profit for organisations.
Optional modules
Professional Selling
15 credits
The module builds on your marketing knowledge by developing your understanding of the theory and application of Professional Selling & Sales Management. Effective selling adds to shareholder value and enhances the return on investment of marketing expenditure. You will understand how to recruit, motivate and manage salespeople as the key professional selling resource, including how to balance people with finance and other resources. The module also develops your understanding of the role that IT plays in informing sales strategy development and in the structured sales planning process. The module will be of particular benefit to those aiming to develop a career in this area across the business, professional and consumer contexts. The module will combine a mix of interactive instructor-led lectures and workshops, and student-led learning activities including case study discussions and presentations.
Financial Investments
15 credits
This module is designed to provide students with a broad understanding of the field of investment. The main topics covered include: the UK stock market, stock valuation, investment strategies for equities, financial derivatives, portfolio diversification, optimal portfolio construction and financial risk management. Students will use the dedicated Bloomberg dealing room and software packages to access real-time financial data. Teaching consists of traditional lectures, and also lab sessions where hands-on practical exercises are provided. The module is assessed via the Bloomberg Market Concept (BMC) certificate and two coursework where students are required to construct and manage financial solutions for a specific period.
Developing Web Applicants for Business
15 credits
This module introduces the principles of Information Architecture (IA), equipping students with the knowledge, skills and technologies required to design a typical information architecture solution that works using web technologies. Students will gain experience in designing and implementing prototype solution using server-side scripting languages and database servers. The sessions will be interactive and include a mix of teacher-led learning, problem-solving, and student-led learning.
Data Analytics for Business
15 credits
The aim of this module is to give students a foundation in the uses of data analytics for business. It aims at a critical understanding of issues regarding the collection of data and the correct application of statistical techniques in a business context. The module introduces students to analytical tools and including inferential data analysis to support business decision-making. The module builds upon the skills gained during the first year and develops students' abilities for problem articulation, analysis, and evaluation. Students will develop and extend their technical skills to reflect those required in the workplace and will also develop an appreciation of the quality of data, the meaning of findings and the limitations of model building. This will enable students to make decisions on a more informed basis. Teaching will be via a mixture of lectures and tutorials based around lab sessions and make use of online software, materials and assessment.
CSR in Marketing
15 credits
This module examines topics at the interface between corporate social responsibility (CSR) and ethical marketing, and their relevance and importance in contemporary business and marketing environments. The module also explores the role and importance of CSR and sustainability, and their implementation in key marketing decisions including advertising, branding and ethical consumption. The role of social marketing is considered - the application of marketing principles and techniques to further social good and wellbeing. Students will develop an understanding and sensitivity to ethical considerations that arise in the practice of responsible marketing and an awareness of the ethical challenges that marketers face when operating across international country markets. The module will combine a mix of interactive instructor-led lectures and workshops, and student-led learning activities including case study discussions and presentations.
Money, Banking and Financial Markets
15 credits
This module is for those students who want to develop their knowledge of finance into the areas of banking and financial markets. The module is concerned with the principles of management and strategic management and their applications to the financial services sector, including the banking, insurance, and securities sectors and financial markets and systems, all of which are essential to the functioning of modern economies. Although the module is about financial systems in general, there will be frequent reference to contemporary issues and problems, and to their historical antecedents. The approach will incorporate a blend of published economic and financial data, and as far as possible, international comparisons.
Business Decision Modelling
15 credits
This module is designed to equip students with an advanced set of analytical data modelling tools, including optimisation, prediction and simulation, to effectively manage and support business decision-making. The module extends students' skillsets developed in the first year to include problem analysis, model building, application, and evaluation, to reflect the technical skills required in the workplace. Teaching will be via a mixture of lectures and tutorials based around lab sessions and make use of online software, materials and assessment.
Rapid App Development for Business
15 credits
This module introduces the principles of rapid app development, equipping students with the knowledge, skills and technologies required to quickly develop a typical information architecture solution that works using low or no code technologies. Students will gain experience in designing and implementing prototype solution using one of the most popular no-code environments, Mendix. The sessions will be interactive and include a mix of teacher-led learning, problem-solving, and student-led learning.
Innovation
30 credits
Innovation acts as a key driver for economic growth providing social and economic benefits for local, national and international communities. Without innovation, our social and economic systems do not function! This module encourages you to understand how innovation actually happens by carrying out a practical innovation audit within a large established organisation. You will identify critical issues and skills needed to achieve entrepreneurially driven innovation. Since employers are seeking creative students who are able to initiate and participate in innovation activity, this module will enhance your employability in the wider world of work.
Psychology for Business and Management
30 credits
Psychology is a diverse scientific discipline comprising several major branches of research which study the mind and behaviour from different angles. Among these major branches of research, some produce knowledge which are highly relevant for business and management. The application of psychology to business and management issues occurs in several subareas of applied psychology, such as business psychology and, more recently, behavioural science.
Business Law and Ethics
15 credits
This module is designed to provide students with a general understanding of the English legal system and a more advanced understanding of the principal areas of law that may be encountered in business or professional practice and which are of concern to accounting and finance professionals, focussing on civil and criminal consequences for these professionals. The module commences with a focus on sources of law and the court system in England and Wales, before considering the areas of contract, agency and tort law, which underline business transactions. This module will then examine unethical and criminal behaviour relevant to accountants or business in practice, including ethical behaviour, fraud, bribery and anti-money laundering.
Marketing Simulation
15 credits
This module enables students to participate in a computerised marketing game which simulates a real marketing environment. Working in teams, students will have the opportunity to make and analyse marketing decisions and learn from any mistakes in a risk-free environment. Students will identify and use relevant marketing theories and apply them to information provided by the simulation game, allowing them to make marketing decisions within specified time periods. The game provides the opportunity for students to integrate tactics with longer-term strategic decision making, since their decisions will be made over 8-to-10 periods game, which forces them to manage short-term profitability as well as long-term marketing objectives.
Teams experience the implications of their marketing decisions in a way that is close to real-life. From an employability perspective, the experience of working in teams to achieve common objectives will assist in improving students' leadership skills, as well as making decisions under pressure, resilience, and analytical skills.
