BA (Hons) Marketing

Introduction to Critical Business Competencies

The module is designed to develop the essential skills you need to support your university journey and prepare for professional work. It aims to help you manage the transition to undergraduate study, with a particular focus on building skills that underpin both academic success and professional development. 

Management and Organisational Behaviour

In this module, you will look at the three core factors of management and organisational behaviour: external, internal and individual.

You will first explore a range of concepts, tools and models which focus on the external factors that influence and impact organisations, including stakeholder theory.

You will then consider internal perspectives of organisational culture and structure. This will include an examination of the role of teamwork and group dynamics. Finally, you’ll be introduced to concepts of workplace motivation and key ideas around individual diversity.

Marketing Principles and Practice

In this module, you will explore the purpose and societal role of marketing, with topics including buyer behaviour, digital innovations, marketing research methods and ethical considerations.

You’ll develop your practical skills in conducting environmental audits and marketing research, applying segmentation, targeting and positioning strategies, and designing your own marketing plans. You will also learn about customer relationship management and look at practical marketing strategies for new product launches.

Sustainable and Innovative Entrepreneur

This module aims to equip you with an understanding of sustainability in the context of entrepreneurship and innovation. You will learn about integrating sustainability principles into entrepreneurial ventures and the role of sustainable innovations in addressing global challenges, as well as exploring how this is achieved in different industries and organisations.

A key focus will be on the United Nations Sustainable Development Goals (SDGs), corporate social responsibility (CSR), sustainability theory and the role of innovation in fostering a sustainable future. You will apply your learning by exploring real-world challenges and creating innovative solutions through project-based learning.

Technology and AI for Business

This module introduces you to the use of digital technologies in enhancing organisational efficiency, improving oversight and control, and supporting effective decision-making.

It explores how organisations adopt, adapt and integrate technological solutions to gain and sustain competitive advantage within a rapidly evolving business environment. 

A key focus of the module is the role of artificial intelligence (AI) in business. You will examine how AI technologies, including data analytics, machine learning and intelligent automation, are applied across functions such as operations, finance, marketing and strategy.

The module considers how AI supports predictive decision-making, improves performance, and enables innovation, while also addressing key challenges such as ethical considerations, data governance, and the impact on the future of work. 

Through real-world examples and applied learning, students will develop an understanding of how technology and AI are reshaping organisations and industries, and how these tools can be used responsibly and effectively in business contexts. 

Consumer Psychology

In this module, you will gain a comprehensive understanding of consumer behaviour, looking at traditional psychological theories as well as contemporary digital and ethical contexts.

You will evaluate how internal, social and technological factors shape decision making, applying your insights to real-world marketing challenges. A strong emphasis on digital environments, sustainability and global trends ensures relevance to modern marketing practices.

Marketing Communications and Branding

This module aims to introduce you to integrated marketing communications practices across a range of different sectors, including commercial, government, charities, education, not-for-profit and third sector organisations.

We will introduce you to the topic of branding, the role of branding within marketing and advertising strategy and the concepts and principles of brand management. Relevant elements of consumer psychology will also be explored.

You will learn about the creative process and have the opportunity to develop practical skills in the production of marketing collateral.

Leadership and Leading People

This module invites you to explore the challenges of leadership in organisations through a critical examination of theory, practice and possible future directions.

It encourages you to avoid simplified prescriptions for effective leadership and encourages you to expand your thinking on alternative strategies, as you look forward to your future role as a potential leader in an organisation. 

Digital Marketing and Social Media

This module will aim to develop your understanding of contemporary digital marketing techniques. You will examine and appraise key theories, models and practices that underpin digital marketing.

You will also analyse the strategic role of social media platforms in marketing communications and consumer engagement, and develop practical skills in planning, implementing, and evaluating digital marketing and social media campaigns.

Business Finance and Data Analysis

The aim of this module is to provide an introduction to, and the development of, several key financial concepts and tools necessary to the understanding and evaluation of business performance from a primarily financial perspective.

The module assumes minimal prior accounting knowledge and aims to provide a practical understanding and conceptual awareness to those who typically will not intend to follow an Accounting and Finance degree pathway. Emphasis will be placed on applying financial principles in managerial contexts using tools such as Microsoft Excel for financial analysis and decision-making support.

Project Management

This module introduces you to the tools and skills necessary to manage projects efficiently and effectively.

The content is based upon the Association of Project Management (APM) Body of Knowledge (BoK) – a holistic and generic approach provided by the leading association for project management in the UK.

You will be guided through the complete lifecycle of a project and actively encouraged to apply learnings through your assessment.

As a result, you will have competent knowledge of key project management principles from which to explore further industry qualifications and certification.

Professional Graduate

The module aims to address the following:

• Enhance Career Readiness and communication skills by equipping students with the practical skills and confidence needed to navigate the graduate recruitment process, including CV writing, application forms, and interview techniques.
• Understand recruitment processes by providing insight into employer expectations and recruitment methods, including assessment centres and competency-based interviews, both locally and internationally.
• Build self-awareness and reflective practice by encouraging students to identify and reflect on their own skills, values, and career aspirations to make informed decisions about their professional development.
• Engage with industry experts through facilitated opportunities to learn directly from employers and professionals through guest lectures, workshops, and networking events, enhancing understanding of workplace expectations.
• Prepare for real-world scenarios by simulating professional situations such as mock interviews, group tasks, and role plays, carried out by local businesses, to build confidence and adaptability in high-pressure environments.
• Utilise digital career tools to introduce students to platforms like LinkedIn, CareerSet, and online psychometric test resources to support their ongoing career development.
• Ensure all students have the ability and opportunity to search and apply for placement opportunities, either as a part-time 20-week placement or a full one-year internship.

Strategic Marketing Management

This module explores the role of marketing in strategy formulation and how marketing contributes to business success. You will gain a detailed knowledge of theoretical and practical perspectives of marketing strategy and develop an appropriate strategic marketing plan. You will make informed decisions and develop your ability to think critically about marketing scenarios.

Shaping Futures: The World Ahead 

Our organisational lives are continually under the influence of and pressure from a range of external and internal forces, which suggests the old adage of ‘change is constant’ is as relevant now as it ever was.  

The plans, tactics and strategies we are a part of, or own, need to react dynamically to these emergent forces. This requires us to be aware, have the mindset of an explorer, in order to reflect and develop a range of ideas and practices relevant for the short, medium and longer term.  

This module provides you with the opportunity to develop multiple scenarios and experiment with the intellectual and practical skills these emergent futures will require.

Research Project

The module offers you a chance to delve into a specific area of interest within various organisational contexts, fostering both professional and intellectual growth.

Under the guidance of a supervisor, you will undertake independent research, showcasing your ability for critical thinking and analysis. The chosen topic typically revolves around management issues in either public or private sectors, with a focus on generating findings applicable beyond specific cases.

There are optional placement routes – Industry, Consultancy, or Entrepreneurship – each tailored to align with career goals and academic pursuits.

Assessment: At the end of stage 2, you will submit a final version of your research project. This will look like the following, depending on the option chosen:

• Completed dissertation (industry route) or consultancy report (consultancy route) which is structured and presented according to the module guidelines (9,000 words)
• Entrepreneurship 2 year growth strategy and professional discussion around key findings on the viability of the business idea from the experience of starting up the business (6,000-word report and 3,000-word equivalent presentation)

Work Placement and Professional Practice 

This module aims to provide an opportunity for you to gain valuable experience working in an organisation, or for an organisation, for 270 hours. 

This module will lead directly on from level 5 module BUS4XX Professional Graduate, where you work towards securing a placement for this module and developing your Personal Development Planning for future career aspirations and improved employability. 

You will typically be conducting your Research Project (BUS6XX) in parallel with this module, although for a minority of students (typically those who are studying part-time), the module can be undertaken as a stand-alone module. 

The primary aim of the module is to enable you, within the context of your work placement, to focus on areas of personal development to enhance your employability skills for chosen career aspirations and gain both practical and research skills for deeper knowledge of your subject field. 

Entrepreneurship

Ever wondered what it’s like to run your own business and unsure of how you would go about it?  This level 6 module adopts a practical approach to investigating the small business sector and developing business ideas.

The module concentrates on the planning involved when setting-up a new business venture.  The main output of the module is the creation of an early-stage business plan that could be used to either set-up a new or develop an existing business.

Even if you decide that running your own business is not for you, going through the experience of developing and writing a business plan, will provide insight into both strategic and operational small business decision making; and increased employability skills that will prove valuable to a future employer.

Assessment: 3,000-word Business Plan + Financial Appendices

International People Management and Strategic HR 

This module builds upon the Level 4 module Management and Organisational Behaviour and Level 5 Employee Experience & People Management: Creating Work that Works. The module starts from a macro perspective where particular strategic business and the associated People issues are identified.

The focus is then on the operational consequences that follow from these strategic issues and strategic goals. Towards the latter part of the module, the focus is on the ‘micro’ activities of strategic people management.

The module focuses on the integrative nature of strategic people management with business strategy, organisational culture and design, and how it can be put into operation with a range of management tools and techniques.

The importance of the subject area is maintained through the identification of current people management themes, developments and issues in both the national and international context for organisations and the practical application and consequences of such developments.

In addition, the spotlight is placed on the role of HR in creating sustainable value through people and its key stakeholders, especially line managers, and the development of the skills and abilities required for such a role in a wide range of organisational contexts.