COURSE CURRICULUM

The BSc (Hons) Marketing program at Aston University provides a structured curriculum designed to develop students’ knowledge of marketing theory and practical business skills. In the first year, students build a strong foundation in core marketing and business concepts through modules such as Marketing Principles, Essential Skills for Marketers, Consumer Behaviour, Marketing Communications, Content Marketing, Law, Economics and Accounting for Marketers, Foundations of Business Analytics, and User Experience Design. These modules introduce key ideas about consumer behaviour, marketing strategies, and the role of data and communication in modern marketing. In the second year, students deepen their understanding by studying modules including Market Research, Services Marketing and Management, Stakeholder Relations Management, Digital Analytics, and Digital and Social Media Marketing. They also choose optional modules such as Influencer Marketing, Doing e-Business, Sports Marketing, Events Management, B2B Marketing and Sales, or Language in the News Media, allowing them to explore specialised marketing areas. The program includes a placement year where students gain valuable professional experience with support from the university’s careers and placements team. In the final year, students study advanced topics such as Marketing Strategy, Strategic Management, Digital Innovation for Marketing, Ethical and Sustainable Marketing, and Strategic Brand Management. Additional optional modules allow students to specialise further in areas like international marketing, retail management, entrepreneurship, and strategic sales management.