COURSE CURRICULUM

The Marketing Extended Degree BA (Hons) at Northumbria University provides a comprehensive foundation for students seeking a career in marketing, combining practical skills, theoretical knowledge, and professional development. The foundation year introduces core business and management principles, including professional development, business environment, information management, entrepreneurship, responsible business, and leadership, preparing students for higher-level study. In the first year, students build essential marketing knowledge alongside core business skills through modules such as financial decision making, business analysis, marketing study and consultancy skills, global marketing and communications, and introduction to marketing, supported by academic language skills for international and EU students. The second year focuses on applying marketing theory to practice, with core modules in business research, human resource management, digital business, and market research and planning, complemented by optional modules in retail and multichannel marketing, customer experience, sector-specific marketing for sport, music, and fashion, communications and content marketing, and the opportunity for a study abroad semester. In the final year, students develop strategic and analytical expertise through modules including marketing metrics, responsible marketing strategy, and optional topics such as buyer behaviour, integrated marketing communications, brand management, digital and data-driven marketing, B2B marketing, and practical projects including management enquiry, dissertation, and consultancy projects. This structure ensures graduates are prepared for diverse marketing roles and professional challenges.