Year 1 focuses on providing you with the necessary underpinning in terms of broad marketing knowledge and skills. It introduces key business and management concepts.
Year 2 lets you explore your own interests and deepening your insights as well as having more responsibility for your own learning.
The final year explores more advanced topics within marketing and you develop your awareness of your own responsibility as a future leader of marketing. Finally, you have the opportunity to put your knowledge into action by undertaking a self-managed independent project through the Dissertation module.
Course structure
Year 1 core modules
Business Enterprise
This module will inspire you to think about entering the workplace once you have completed your studies. The module is delivered as an interactive learning experience which will enable you to develop an enterprising mind-set and help to identify some of the skills and attributes you already possess. The module content will encourage you to begin to think about your personal career aspirations, whilst addressing potential gaps linked to your knowledge, skills and experience. You will be encouraged to think in an enterprising fashion; learn new approaches to adapt and enhance your individual style. You will have the opportunity to work independently and as a member of a group by participating in personal challenges and group projects, and will learn to understand the importance of networking. Furthermore, you will have the opportunity to hear from and to question experienced external practitioners.
Consumer Culture
You focus on one of the main practices of marketing management – understanding consumers needs, wants and desires. You explore how and why consumers think, feel and behave the way they do and what this means for marketing products, services, ideas and experiences in contemporary society.
Fundamentals of Digital Marketing
You explore the fundamental principles of digital marketing, gaining an understanding of digital tools, their uses and applications in a professional marketing environment.
Marketing Insights
You develop an understanding of marketing and its implications for organisations. You consider the main principles of marketing and the impact on a dynamic and competitive environment.
Personal and Professional Development for Business
You become more aware of your own personal and professional development through reflection and interaction with peers. Drawing on related theories, you understand the importance of personal development and develop skills to enhance your future employability.
Understanding Organisations
You study some of the general principles of business management, particularly in the context of structure, culture, leadership, organisational behaviour, the business environment and the impact of these areas operationally. You are also introduced to the concept of strategic management with an emphasis on organisational resource and competency. And you consider the impact of organisational behaviour on overall business effectiveness, examining the role of the individual within the organisation and exploring motivation, perception and personal impact.
Year 2 core modules
Brand Management
You consider and explore key branding concepts within various sectors with a view to investigating the principles for effective brand marketing and brand development.
Digital Marketing in Practice
This module describes and evaluates the ways in which an organisation can deliver the online customer experience, and the importance of the online presence to develop and support branding and customer service objectives. The stages, including analysis of customer needs, design of the website structure and layout and creating the site will be covered. The module examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated on and offline marketing programmes and campaigns. Search Engine Optimisation (SEO), customer acquisition and retention, display advertising, advergaming, mobile marketing, email marketing, viral marketing, online PR, affiliate marketing, social media, video and e-tailing are all explored in detail. The module will also consider ways in which digital channel performance can be monitored, evaluated and improved.
Marketing Communications
You explore marketing communication techniques and applications involved in building and developing successful brands. You work alongside other students and the national brand Greggs to develop a creative marketing communication campaign.
Marketing Enterprise
You work as a marketing consultant in the student-ran marketing clinic, working in collaboration with a local small to medium-sized enterprise.
Principles and Practices of Marketing
This module extends your existing marketing knowledge and comprehension of marketing management and strategy. It is argued that successful marketing managers must have a sound understanding of the strategic choices available to them if they are to meet the demands of a rapidly changing operating environment.
This module examines the degree of organisational change required for an organisation to become market driven in the face of opportunities and threats presented by external forces. Consumer behaviour and the selection of markets are also considered before placing the focus on managing the marketing mix.
You will be introduced to a range of important strategic planning concepts and will consider a range of marketing strategies available to managers; this consideration will include a critical assessment of their suitability across a range of organisations and situations. You also consider the components of the marketing plan. Case studies, videos and hypothetical scenarios will be utilised to allow you to apply academic underpinning to practical situations.
Research Methods
Building on prior learning within various stage 1 modules, this module develops your understanding and awareness of the principles and practicalities underpinning ethical and rigorous research. Through interactive seminar sessions with research-active academic staff, the module develops the practical skills you require for conducting a rigorous and ethical research study. The skills developed and knowledge gained will link to the stage 3 Dissertation module.
Optional work placement year
Work placement
You have the option to spend one year in industry learning and developing your skills. We encourage and support you with applying for a placement, job hunting and networking.
You gain experience favoured by graduate recruiters and develop your technical skillset. You also obtain the transferable skills required in any professional environment, including communication, negotiation, teamwork, leadership, organisation, confidence, self-reliance, problem-solving, being able to work under pressure, and commercial awareness.
Many employers view a placement as a year-long interview, therefore placements are increasingly becoming an essential part of an organisation's pre-selection strategy in their graduate recruitment process. Benefits include:
· improved job prospects
· enhanced employment skills and improved career progression opportunities
· a higher starting salary than your full-time counterparts
· a better degree classification
· a richer CV
· a year's salary before completing your degree
· experience of workplace culture
· the opportunity to design and base your final-year project within a working environment.
If you are unable to secure a work placement with an employer, then you simply continue on a course without the work placement.
Final-year core modules
Leading Trends in Marketing
You explore topical issues and key challenges in marketing, such as diversity and equality, neuromarketing, gender issues in marketing and the dark side of artificial intelligence.
Marketing Planning Application
Building on prior learning you complete a live project where you develop a strategic marketing plan for national brand Greggs. You explore marketing as a managerial activity in a real-time situation, gaining valuable industry experience and skills.
Sales Management
You develop an insight into the new buyer thought process and how sales is an essential skill that carries over into many industries. You explore the sales personalities required for dealing with buyers and how to implement a dynamic sales process.
Strategic Social Media and Content Marketing
You explore digital marketing and develop your understanding of contemporary industry practice, designing strategies in relation to business goals. You research social media, content marketing and creative approaches for print, online and mobile content and strategies.
Teesside Marketing Clinic
You work in groups to develop a live marketing research project based on a company of your choice in collaboration with the clinic supervisor. You draw on knowledge and techniques gained throughout your marketing degree in solving a real-time problem for a small to medium-sized enterprise.
