Marketing and Management, BA (Hons)

This course integrates insights from psychology, sociology, anthropology, philosophy, and economics to explore consumer behavior and its application in marketing and business management. It combines behavioral science, digital marketing, and management principles, enabling students to analyze markets, predict trends, develop brand strategies, and address financial, entrepreneurial, and strategic aspects. The flexible curriculum emphasizes real-world experience through guest speakers, projects, and options for placement or study abroad, with foundational modules in the first year covering advertising, marketing principles, organizational behavior, and digital marketing.In later years, students specialize in areas like consumer behavioral science, branding, and market research, with assessments including written assignments, reports, projects, presentations, and a final dissertation or marketing project.

Year 1 Core modules: Introduction to Advertising covers theories of persuasion, contemporary issues in advertising such as social, ethical issues, and inclusivity. Live briefs from international organisations will be used as the assessment to give you, the opportunity to apply your knowledge and skills to a professionally relevant task. Marketing Principles covers the key principles of marketing theory and its application in both commercial and non-commercial sectors. You will study how marketing works in practice looking at areas such as consumer behaviour, market segmentation, marketing strategy, distribution, branding, communications theory, pricing and ethics. Managing Behaviour and Organisations focuses on managing people and organisations in contemporary society. You will learn about some of the concepts that can lead individuals and groups to behave in a particular way and apply these concepts to a range of issues including examples from your own experiences. Creative Strategy covers theoretical and practical perspective of advertising creativity and contemporary issues in advertising such as social, ethical issues, and inclusivity. Live briefs from international organisations will be used as the assessment to give you, the opportunity to apply your knowledge and skills to a professionally relevant task. Financial Information for Managers introduces financial management and sources of finance. You will develop an understanding of a range of financial reports looking at areas such as budget, sources of finance, capital investment and performance analysis. Introduction to Digital Marketing draws upon the latest research in the digital marketing arena to prepare you for the future challenges of marketing in the digital world. You will explore the enormous possibilities made possible by the latest digital development such as big data analytics, machine learning, artificial intelligence, Internet of Things, Virtual Reality and Augmented Reality and examine the opportunities this brings to companies or brands. Marketing Strategy in Practice gives you an understanding of how marketing decisions are made in practice and possible responses to the consequences of those decisions. This module will extend your understanding of marketing strategy and develop your critical reflection skills.