Marketing BA (Hons)

You’ll explore topics ranging from financial principles and reporting standards through to budgeting, costing and analytical problem-solving.

You'll gain an understanding of accounting’s indispensable role in informing strategy and operations for organisations, and finish this module with the theoretical knowledge and practical skills to guide organisations towards financial control.

The aim of this module is to ensure that students understand the fundamentals of market/consumer research and consumer buying behaviour. Moreover, the module will ensure that students can communicate their findings in a meaningful way to a client. As a core module, the knowledge and skills acquired in this module will be continually built upon throughout the Course.

It addresses UoP Hallmarks 2, 3, 4, 5, 8 and 9.

Students delve into the realms of debate and critical thinking in the context of marketing and International Business studies.

In this module, students engage in a collaborative virtual project with peers from partnering international universities. This experience allows students to enhance their virtual collaboration skills, cultivate cross-cultural awareness and hone their interpersonal communication abilities — essential for their future in business.

The module tutors act as personal tutors, supporting students in their progress and welfare requirements. The skills and knowledge gained in this module directly complement other core modules studied in the first year along with fostering important employability and career management expertise.

A weekly lecture will be supported be a weekly group seminar which are designed to enable students to explore concepts raised in the lectures and have opportunity to apply them both individually and in small groups, through a variety of real world scenarios and case studies.

Through a series of practical assessment activities, students will gain hands-on experience in creating and implementing digital marketing strategies tailored to engage audiences online and using various social media platforms.

This module offers a strong practical orientation and enables students to develop essential digital marketing skills while building a portfolio of evidence that showcases their ability to thrive in the workplace.

The final assessment artefact on this module is linked to work undertaken by students on the non-credit bearing module Employability and Professional Development.

The module is delivered using practical workshops which provide students the theory of creativity alongside hands on practical experience of reviewing and critiquing existing creative material. A series of practical assessments requires students to develop their own effective responsible, sustainable and ethical marketing messages, campaigns and brand guidelines, thereby providing them with a portfolio of creative material ready for the workplace.

Students are provided with an overview of academic research methods and then have the opportunity to apply this knowledge by undertaking a practical piece of research for a live client. This module addresses UoP Hallmarks 1-10.

Learn to interpret brand performance metrics and optimise engagement, and uncover how brands become cultural icons when they tap into purpose and values. You'll gain a global perspective on brand strategies across different sectors, and finish this module prepared to make tactical decisions that build brand equity.

By exploring world class research and real entrepreneurial experience, you'll gain an understanding of essential issues in entrepreneurship and small business management.

You'll work with your fellow students in entrepreneurial teams, developing innovative business ideas, and using the experience to build a range of entrepreneurial and employability skills.

Successful organisations rely on a continual stream of new and improved products/services to maintain the relevance and competitiveness of their brands. This module will examine contemporary issues affecting the successful development of new products and services. For example how do firms cope with the threat of counterfeit products? And what should be their response. In the Public Sector developing new products and services is equally critical. The process for so doing however is very different. What should organisations do? In addition there is the need for rigorous business analysis to ensure that new products are financially viable.

Explore event theories and planning models as you develop theoretical knowledge and hands-on skills for successfully planning, marketing and executing events.

Through group projects that mirror the way you'll work in industry, you’ll explore a range of event types and tailor your marketing plans to suit their needs — whether for business, cultural, or sporting events.

You'll explore the major factors, issues and forces that shape trade and operations across borders. Using current affairs coverage, you'll participate in discussions to demonstrate your appreciation for the socioeconomic, cultural and institutional contexts that impact the international marketplace. By the end of this module you'll have a crucial perspective on how global businesses navigate complex realities while sustaining success, so that you're ready to enter today's international firms.

Apply your learning in a diverse team with students from an overseas partner University. You'll build your sensitivity, communication and project management skills so that you finish this module prepared to work in international business.

Gain hands on experience putting theory into practice, and using product management tools and frameworks to develop your own creative new product idea.

With assessments centered on analysing real organisations, you’ll evaluate decisions related to resourcing, positioning and launch - leaving you equipped to prepare watertight business cases for investment.

Upon completion, you'll have the strategic vision and product innovation skills to help brands create a portfolio of profitable new products.

These key skills include:

• Research and critical analysis skills
• A range of communication skills (written & oral)
• Problem solving (quantitative and qualitative) skills

The module addresses UoP Hallmarks 1, 2, 3, 4 and 8.

Explore how brands, communications and incentives can alter behaviours from sustainability to social justice. With a focus on ethical issues, you'll evaluate tactics to encourage conscious consumption and civic action, and learn to develop hard-hitting campaigns that confront to some of society's most pressing challenges. This module empowers you to pursue purpose as well as profit, and prepares you to use your marketing skills as a force for good.

This module focuses upon the strategic decisions made by marketing managers and aims to provide students with a thorough grounding in strategic marketing theory within the context of the global marketing environment. Through a combination of lectures and interactive workshops, students are introduced to key strategic tools and frameworks and through group activities, are given the opportunity to reflect on the outcomes of responsible, sustainable and ethical strategic decision making.

The module explores challenges faced in advertising, and in doing so links to other areas of the curriculum such as branding and ethics. Students will discuss the different objectives of advertising campaigns and the different media that can be used in achieving this. The module addresses the UoP Hallmarks 1, 3, 4, 5, 6, 7, 8, 9 and 10. Assessment for this module requires students to review and reflect on current industry practice which requires application of knowledge and enables development of cognitive and transferable skills.

Examples of past projects are: developing options for a bank for use of their banking halls for community financial education; creating a strategy for a facilities management firm to improve their marketing; helping a social enterprise to find ways to grow their user base with new service offerings. You'll develop skills in teamwork, project management, design thinking and consultancy, and learn to practically apply business concepts from across your degree studies. After an introduction to the organisation, your client will provide ongoing direction and guidance, and you'll be giving them regular progress updates. For most of the time, you'll be part of an independent, diverse team, managing priorities to achieve the project aims. You'll be supported throughout the module by your seminar tutor. Much of your learning will be off-campus, meeting key stakeholders and conducting tasks such as customer surveys and interviews. We encourage an experimental and entrepreneurial approach, and you'll learn key skills in the seminars and online lectures. The coursework is a mix of 60% group work and 40% individual assessment.

Exploring the models and best practices related to ideation, development and launch, you’ll understand the processes that bring ideas to market. 

Analysing factors from sustainability to globalisation, you’ll tackle the contemporary issues impacting development in the modern landscape. This module will equip you with understanding to give you a cutting edge in the jobs market.

With assessments focused on addressing real-world cases, you'll boost your strategic skills to manage initiatives smoothly from vision to rollout, leaving you prepared to champion disruption responsibly across industries ahead.

Build on your prior knowledge by exploring how macro and micro cultural forces shape workplace behaviour, competence needs and communication approaches.

You'll use both creativity and critical thinking to actively apply perspectives from sociology and psychology to real-world case studies. From this, you'll learn to identify nuances across diverse settings and to make effective workplace recommendations.

By the end of this module you’ll have essential skills in cross-cultural analysis that are crucial for thriving in our increasingly interconnected world of business.

You'll explore core concepts and tools as well as the ethical issues and digital dynamics shaping modern B2B strategy. Through guest lecturers and case studies, you'll discover how leading B2B brands engage networked partners and buyers. You'll evaluate marketing tactics across the end-to-end customer journey, and formulate data-driven solutions tailored specifically to B2B marketing. You'll finish this module with specialist knowledge to thrive in B2B marketing careers across tech, manufacturing and professional services.

Within a series of practical workshops, students will learn about key tools and technologies that can be used to engage an audience and how to identify, understand and evaluate key digital marketing metrics. Students then use this knowledge to critically evaluate a case study data set and make practical, responsible and ethical recommendations for the organisation. This module has a strong practical focus and seeks to further develop cognitive, practical and transferrable digital marketing skills. It addresses UoP Hallmarks 1, 4, 5, 6, 7, 8, 9, 10 and 11.

It bridges international business, business ethics and sustainable development, exploring classic and contemporary theory and practice, whilst providing an overall picture of what it means to be a sustainable business in today's global economy. It aims to develop critical appreciation of the interconnected nature of relationships between global economic processes, business activities and sustainability; the role of corporations in the global economy from a sustainable development perspective and the range of strategies and practices that companies can use to contribute to the achievement of UN Sustainable Development Goals. The main Hallmark this module seeks to adress is for students to be informed citizens, with a sense of responsibility allied to a commitment to ethical practice and social justice issues, such as equality, respect and sustainability. Additionally, it will seek to address several other Hallmarks: a) To support students having a critical and reflective knowledge and understanding of global business responsibility, with both the ability and readiness to question its principles, practices and boundaries; b) By bridging international business, ethics and sustainability, it will support students think independently, analytically and creatively, and engage imaginatively with new areas of investigation within and across discipline boundaries; c) By addressing how business strategies can be applied to progress UN Sustainable Development Goals it will contribute to students able to synthesise new and existing knowledge to generate ideas and develop creative solutions of benefit to the economy and society; d) By stimulating critical evaluation of the dynamics of globalization and sustainability, students will be intellectually curious, embrace challenges and seize opportunities for development; e) Through participation, debate and groupwork in the seminars, in addition to writing assignments, students will learn to communicate clearly and effectively, in a range of forms and to different audiences.

After your second or third year, you can do an optional work placement year to get valuable longer-term work experience in the industry.

We’ll help you secure a work placement that fits your aspirations, and you’ll get mentoring and support throughout your year of work.

When you graduate after successfully completing a placement year, your degree transcript and degree certificate will state that your degree is `in the sandwich mode'.