COURSE CURRICULUM

The MA in Marketing and Brand Management at Bath Spa University focuses on equipping students with the knowledge and skills to navigate the complex and evolving marketing landscape. The course addresses four critical challenges facing businesses today: understanding increasingly demanding customers amid rising competition, effectively managing and utilising vast volumes of data, making faster strategic decisions in a hyper-competitive environment, and meeting growing expectations for social accountability. Students develop a comprehensive understanding of consumer behaviour, brand strategy, digital marketing, marketing analytics, and communications, while also exploring sustainability, entrepreneurship, and international business management. Through a combination of lectures, workshops, case studies, and work-based projects, students engage with both theoretical frameworks and practical applications, preparing them for real-world challenges. The program includes modules such as Strategic Brand Management, Digital Marketing, Marketing Analytics, Extended Work-Based Placement or Project, Dissertation, Marketing Communications, Fashion Marketing, Sustainability, and International Business Management, allowing students to tailor their learning to their career goals. By completing the course, graduates gain the professional expertise, analytical skills, and strategic insight required to lead marketing initiatives, manage brands effectively, and respond to dynamic business environments. They leave prepared to contribute meaningfully to organisations while navigating competitive, ethical, and socially responsible business practices.