COURSE CURRICULUM

The BSc Marketing degree at Aberystwyth University offers a comprehensive and structured curriculum across three years, blending theory with practical applications to prepare students for the dynamic world of marketing. In the first year, students build foundational skills through modules such as Data Analytics, which introduces quantitative and statistical methods crucial for informed decision-making in business. Fundamentals of Accounting and Finance covers key aspects of financial and management accounting, while Fundamentals of Management and Business explores organisational behaviour, management theories, and their practical implications. Understanding the Economy introduces basic microeconomic and macroeconomic concepts, and Marketing Principles and Contemporary Practice provides an overview of marketing fundamentals, including branding, consumer behaviour, and digital marketing.In the second year, students delve into more specialised areas with Applied Brand Management, focusing on strategic brand building and maintenance. Marketing Management emphasizes the integration of marketing strategies with overall business direction, while Marketing: Business Relationships and Customer Experience examines how businesses create value through networks and customer interactions. Consumer and Buyer Behaviour explores psychological and behavioural factors influencing purchasing decisions, helping students understand customer motivations.The third year focuses on advanced topics such as Digital Marketing, which explores key digital platforms and tools in both buy-side and sell-side environments. Global Marketing analyses how marketing adapts in a globalised economy, addressing the opportunities and challenges it presents. Marketing and Digital Marketing Communication equips students with knowledge of modern communication strategies and tools used in marketing campaigns. Finally, Strategic Leadership addresses the formulation and implementation of business strategies, exploring how leaders drive organisational change and competitive advantage. Altogether, the program provides a solid academic foundation and practical skill set, ensuring graduates are well-prepared for careers in various marketing fields, especially in digitally driven and globally connected markets.