COURSE CURRICULUM

Marketing campaigns are designed and managed through a mix of strategic planning, creativity, and analysis, ensuring businesses understand their audiences and communicate value effectively. Business-to-business marketing differs from consumer-focused approaches in that it prioritises long-term relationships, customised solutions, and decision-making by multiple stakeholders, whereas consumer marketing often uses broad, emotionally driven messages to influence individual buyers quickly. In an increasingly integrated and competitive global economy, marketers must be agile, identifying emerging trends and responding rapidly to change. This course provides both theoretical foundations and hands-on experience, combining lectures with group projects, interactive simulations, and real-world problem solving to build creative, analytical, and strategic decision-making skills. Students explore key topics including digital marketing, social media, services marketing, consumer behaviour, marketing communications, and business-to-business strategies, while also gaining a grounding in entrepreneurship, finance, accounting, and management in their first year. In their final year, they complete an independent research project to develop a specialist portfolio. The University of Essex, recognised with Q-Step Affiliate status, further enhances employability by equipping students with advanced quantitative and data analysis skills, supported by work placement bursaries. This ensures graduates are prepared for marketing roles or broader business careers in today’s fast-moving, digitally connected markets.