COURSE CURRICULUM

The Consumer Culture and Marketing programme combines marketing knowledge with insights from sociology, culture, politics, and social sciences to help students understand how consumers interact with brands, technologies, and society in a rapidly changing world. In the first year, students study core modules including The Global Business Environment, Academic, Personal and Professional Development, Live Management Enquiry Project, Marketing Principles, Social Media Channels, Consumer Behaviour and Analysis, Creative Skills for Marketers, and Marketing Communications. These modules provide a strong foundation in business environments, stakeholder relationships, consumer psychology, communication strategies, and digital marketing while developing professional and academic skills through presentations and individual assignments. Students explore organisations as open systems and learn how businesses respond to changing consumer needs and market conditions. In the second year, students deepen their understanding of both marketing and social issues through modules such as Luxury Brand Management, Digital Marketing Fundamentals, Market Research and Analysis, Macromarketing, Public Relations, Persuasive Advertising and Insight, Gender, Culture and Society, and Poverty, Inequality and Social Welfare. These subjects encourage students to examine the broader social and cultural forces that shape consumer behaviour, including inequality, identity, gender, ethics, and public policy, while also developing expertise in branding, digital communication, and research methods. The programme places particular emphasis on understanding marketing beyond commercial objectives and exploring its role in addressing societal challenges. In the final year, students undertake advanced modules including Capstone Business Project, Strategic Marketing, Loyalty and Communications, Marketing in Society, AI and Marketing, Third Sector Marketing, and Power, Globalisation and Social Change. The Capstone Business Project serves as the culmination of the degree, allowing students to conduct an independent research project on a topic of their choice and apply both theoretical and practical knowledge gained throughout their studies. Assessed through an 8,000-word dissertation or major project and a professional presentation, the programme prepares graduates for careers in strategic marketing, consumer research, public relations, sustainability, social impact organisations, policy development, and third sector management while equipping them to create meaningful commercial and social change.