COURSE CURRICULUM

The BA Marketing program offers a progressive journey through the key areas of marketing, equipping students with both theoretical knowledge and practical experience to prepare them for the demands of the industry.Year 1 lays the foundation for understanding business and marketing in a global context. The first module, Fundamentals of Organisations and Markets in a Global Context, introduces students to core business concepts, including business types, financial management, and how culture and market dynamics affect global organisations. This is followed by Principles of Marketing, where students explore essential marketing theories and current challenges such as ethics, e-marketing, and globalisation. In Decision Making for Marketing, students apply their knowledge through a competitive simulation game, learning how data and strategy influence marketing outcomes. The final module of the year, Marketing in Action: Social, Environmental, and Digital Impact, looks at how marketers respond to societal and technological changes, with a focus on sustainability, ethical practices, and evolving consumer expectations.Year 2 builds on this foundation with more targeted marketing knowledge and research skills. The first module, Brand Management, explores how brands are created, positioned, and maintained, focusing on the emotional connections between brands and consumers. In Customer Insight: Consumer Behaviour and Research, students examine the psychological and cultural factors behind buying decisions, learning how to use market research and data analysis to guide marketing strategies. Integrated Marketing Communications follows, where students learn to design and implement cohesive campaigns across multiple platforms, enhancing both customer experience and brand consistency. The year ends with Contemporary Issues in Marketing, which introduces students to qualitative and quantitative research methods. This prepares them for the independent research they will undertake in their final year.In the final year, the focus shifts to strategic thinking and advanced marketing practice. The first module, Marketing Strategy and Analytics, helps students develop and apply strategic marketing plans using real-world case studies and data analysis techniques. This is followed by Engagement Marketing: Communities, Content, and Creativity, which explores how businesses engage customers across various digital channels, using tools such as CRM systems and creative content. In the next block, students choose between two options: Critical Perspectives in Marketing, which examines the ethical and societal dimensions of marketing, or Marketing Innovation, which focuses on emerging technologies and creative approaches to meet changing consumer expectations. The final module offers students a choice between two capstone projects: Brand Portfolio, where they apply their branding knowledge in a practical, creative format, or Dissertation, an independent research project that allows students to investigate a marketing topic of personal interest with academic support.Throughout the program, students engage with real-world challenges, develop key marketing skills, and build a strong understanding of how marketing contributes to business success in a constantly changing global environment.