BSc Management with Marketing

Appreciate the importance and impact of political, economic, social and cultural factors. Read, analyse, and compare different theoretical perspectives on globalisation, convergence and varieties of capitalism, strategic management, and the role and influence of multinational corporations in both the developed world and in developing countries.

This module will facilitate students in developing an entrepreneurial mindset, attitude and skills through a combination of lectures, case study and creativity exercise sessions. Learn the practical steps needed to establish a new business venture and enable valuable creation.

 

Consider four aspects of Operations Management: design operations, delivering operations, directing operations and the link between operations management and operations strategy. This module looks at the challenges that organisations face in effectively managing their operations.

In Year 2, you will choose at least two of the following optional core marketing modules:

Integrated Marketing Communications

This module will introduce you to integrated marketing communications, focusing on how organisations use communication strategies to achieve marketing objectives across various media. You will cover key concepts such as communication models, media planning, creativity, ethics, and campaign evaluation, focusing on real-world applications.

Consumer Behaviour

This module explores how deep consumer behaviour insights can inform and shape effective marketing strategies. It focuses on understanding consumer needs and motivations, applying psychological tools such as persuasion and choice architecture, and using insights to guide strategic decision-making. You will develop the skills to influence behaviour and adapt strategies in line with evolving consumer dynamics.

Marketing Research

This module provides a rigorous blend of theory and practice in marketing research, equipping you to design, conduct, and critically evaluate both qualitative and quantitative research. It emphasises the role of research in strategic decision-making and develops skills in problem definition, data analysis, and ethical evidence generation. You will also engage with emerging trends and academic debates shaping the future of market research.

Other elective modules

You can then choose up to 3 other electives from a range of subject areas such as marketing, digital innovation, strategy, entrepreneurship, human resources, customer service management, industrial relations, law, as well as accounting and finance. Alternatively, you can choose from modules offered through other University departments, such as Economics or a language.

This module will present you with a range of contemporary business-related issues in the management of modern organisations where you will work in syndicate groups to deliver presentations or critically discuss the presentations of other groups.

In your final year, you will choose at least 3 optional core marketing electives:

Customer Experience

This module explores how customer experience shapes perceptions, loyalty, and business success, especially in competitive markets. You will examine key concepts such as customer journey mapping, service innovation, and digital customer experience, while developing practical skills to design, measure, and improve customer experiences. Emphasis is placed on applying theory to real-world contexts through active participation and discussion.

Advanced Analysis for Marketing Decisions

This module aims to equip you with the knowledge and skills needed to apply marketing analytics effectively. You will learn to use tools, models, and techniques to generate insights and solve real marketing problems using data. By the end, you'll be able to analyse data, interpret results, and make informed marketing decisions across areas like segmentation, customer value, pricing, and product strategy.

Global Issues in Marketing

This module explores the key decisions involved in the internationalisation of firms, with a focus on the strategic challenges of international marketing and adapting the marketing mix for global contexts. You will analyse real-world examples of both successful and unsuccessful international marketing strategies. By the end, you'll be able to critically assess market entry choices, global marketing tactics, and the differences between domestic and international marketing practice.

Marketing Strategy

This module focuses on strategic marketing, exploring how organisations sustain competitive advantage and respond to evolving markets and competition. You will learn to make long-term marketing decisions supported by internal and external analysis, and apply key strategic concepts such as market positioning, brand equity, and sustainable advantage. The module builds on foundational marketing knowledge to develop your critical thinking, analytical, and decision-making skills in complex, real-world contexts.

Digital Marketing and Applied AI

This elective module develops your knowledge and skills to create effective digital marketing strategies, with a strong emphasis on AI’s role throughout. You will explore key digital tools and techniques, engage in practical projects, and analyse real-world case studies to understand how to design, implement, and evaluate AI-driven marketing campaigns. The module also encourages critical reflection on digital ethics, data privacy, and emerging technologies to prepare you for the evolving digital marketing landscape.

Other elective modules

You will then be able to choose up to 3 other electives from a range of subject areas such as marketing, digital innovation, strategy, entrepreneurship, human resources, customer service management, industrial relations, law, as well as accounting and finance. Alternatively, you can choose from modules offered through other University departments, such as Economics or a language.