COURSE CURRICULUM

The Marketing BA(Hons) course is structured to provide a comprehensive understanding of marketing theory and practice across three years. In the first year, students are introduced to the fundamentals of marketing and business, including marketing in practice, global business management, digital marketing communications, marketing and society, organisational behaviour, and principles of marketing. This foundation develops critical thinking, professional skills, and an awareness of marketing’s role within society and business. In the second year, the focus shifts to applying marketing concepts through modules such as the marketing researcher, social media marketing, brands and branding, services marketing, developing creative marketing content, and consumers and consumption. These modules encourage practical engagement, creativity, and an understanding of consumer behaviour, digital platforms, and brand strategy. The final year prepares students for professional marketing practice through modules including the marketing professional, digital campaigns and communications, creative consultancy projects, and strategic marketing planning. Students also have the option to take either an undergraduate dissertation, focusing on independent research, or specialised modules such as international marketing and marketing for small businesses. Across the course, students gain practical experience, analytical skills, and strategic insight, building a professional portfolio that equips them for careers in marketing, brand management, digital marketing, social media strategy, consultancy, and related fields within global and local industries.