Marketing BSc

Compulsory

• Introduction to Management Enquiry

  This module introduces students to fundamentals of business and management with the focus on a number of key concepts. This includes subjects such as understanding organisational planning with a focus on the foundations of decision, organisational structure and design and managing human resources, leadership, trust, and managing communication, information and operations.

• Managing Information with Technology

  This module’s primary aim is to broaden students’ knowledge and skills in the use of IT and statistics in managing and analysing data for business to improve the quality of decision-making in a dynamic business environment.

• Organisational Behaviour

  This module introduces students to the study of organisations. It outlines key sociological and psychological perspectives used to analyse organisations and occupational groups. Students encounter core topics including organisational design, bureaucracy and contingency theory. Theory and practice are linked via seminars, case study discussions and reflections on students’ experience of organisations.

• Introduction to Accounting and Financial Management

  The module introduces students to the essential concepts of accounting and financial management. As the foundation of all other accounting modules, you will study how financial information is prepared, communicated and used. You will develop skills in critically evaluating and appreciating the importance of the accounting and finance function within organisations particularly in connection with business decision making. Students will learn how to: prepare a set of essential financial statements for a business, prepare information for business planning - such as budgets, prepare information for decision making using techniques such as cost, volume, profit analysis and investment appraisal techniques.

• international Business Environment

  Developing students’ understanding of the basic economic concepts and principles that apply to the international business environment with emphasis on European business, and developing analytical and conceptual skills in economic and business environment for them to be able to respond to problems associated with modern international business environment.

• Principles and Practice of Marketing

  This module focuses on developing an understanding of concepts of marketing, marketing mix principles and practices. It also aims to develop students’ awareness of skills needed and ethical issues in marketing.

Compulsory

• Digital Marketing

  This module aims to develop an understanding of the major issues facing marketers in the rapidly growing area of marketing using digital technologies, with particular emphasis on the organisational implications of evolving business models.

• Marketing Communications
  This module aims to explore the concepts associated with marketing communications, to help students develop an appreciation of the key characteristics of the main tools of the communications mix, and to introduce elements of communication theory and to set it in the context of marketing communications.
• Services Marketing

  This module aims to develop in students a critical understanding of service management theory and practice and provide knowledge of modern theory associated with the effective design and management of service operations.

• Consumer Behaviour
  This module aims to provide students with a critical understanding of ‘consumer behaviour’ as investigative discipline informing individual and marketing decisions. Attention will be paid to the external, situational and internal factors which include psychological, social, cultural and economic factors that influence consumer behaviour in personal buying situations and the complexity of the Decision-Making Unit and process.
• Marketing Research
  This module will develop knowledge of the entire marketing research process including research design, data collection, and analysis and reporting, allowing students to acquire understanding of the effective management of marketing research projects which will be developed through a comparative analysis of the respective merits of quantitative and qualitative research methods in marketing.
• B2B Marketing

  This module explores the key defining characteristics of Business-to-Business (B2B) Markets and the marketing processes involved. We examine the differences between to Business-to-Consumer (B2C) and Consumer-to-Consumer (C2C) Markets, and focus on how this affects the practice of Marketing Management in the B2B context. Students will hopefully acquire the knowledge to apply relevant frameworks (both theoretical and applied) to critically analyse tactical and strategic marketing decisions.

• Preparation for Placement and a Graduate Career

  This module aims to prepare students commencing a career after graduation and/or a placement. It will give guidance on effective job hunting, and processes used by employers as well preparation for the assessment of the placement learning through self-directed learning and the use of career development tools to support reflection on personal development.

Compulsory

• International Marketing

  This module addresses critical understanding and ability in assessing the effectiveness of international marketing theory and practice. It targets principles and issues that drive markets world-wide. Students will develop insight and investigative ability concerning issues facing a business that needs to research markets and develop and implement market strategies, techniques and methods across a range of international sectors.

• Tech, Robots and AI in Marketing

  This compulsory module aims to develop an understanding of the defining characteristics of new technologies to be harnessed by retailing and consumer services markets such as algorithms, AI-powered robots, AR, and VR. Theory- and application-based module content is strengthened with special emphasis on a vision for the future of new technologies, ethics, sustainability, and social responsibility regarding digital transformation.

• Issues and Controversies in Marketing Project
  This core module helps students to conduct critical appraisals of issues and controversies in marketing involving contemporary organisations and of managerial and marketing responses to these challenges. It also provides focused support in appropriate research methods and in the effective communication of research findings in oral presentations, small group discussions and an extended written report.

Optional

• Entrepreneurship and Small Business Ventures

  This module provides an integrated and critical analysis of entrepreneurship and small business management related theories and frameworks underpinning the practice and policy of entrepreneurship and small business management. It will enable you to draw on evidence and contemporary research to explore entrepreneurial value creation and capture, and the imperatives of innovative new technologies on small business growth, as well as identify and evaluate the opportunities and distinctive challenges faced by entrepreneurs and their firms.

• Business Ethics, Environmental Sustainability and Governance

  The module aims to provide students with the opportunity to gain critical understanding of theories and contemporary approaches to business ethics, corporate social responsibility and governance in the age of globalisation, and the challenges of sustainable development and business responses to it.

• Brand Management
  The aim of this module is to provide students with knowledge and understanding of the process of brand management and the tactics and strategies involved in building successful brands.
• Creativity and Content Marketing

  The module introduces key concepts related to creativity, new media, and content marketing. It addresses both theoretical and practical aspects of creativity and strategic content marketing within the context of the innovation-driven digital economy. Students will acquire knowledge in effectively communicating creative and innovative content marketing solutions relevant to the digital economy.

• Marketing Insights

  This module introduces essential data-driven techniques to generate marketing insights about markets, consumers, and competitors. It considers the increasingly prevalent use of data and the increasingly rich forms of data sources in modern-day marketing decision-making. Primarily quantitative in focus, the module focuses on two aspects. First, it introduces the students to quantitative methodologies commonly used in marketing (such as surveys, experiments); second, it aims to develop an appreciation of the role and value of analysis techniques in marketing and hence encourages critical evaluation and selection of the research methods and their results.