This program prepares you for a professional career in marketing management. It introduces you to key subjects of marketing including economics, accounting, consumer behavior, digital marketing, social media marketing, brand management, and corporate social responsibility.
The program adopts a unique 'practice-based 'perspective on the topic, focusing on the applicability of theory to everyday marketing activities, and prepares you for an industry career with a strong emphasis upon employability. The program is designed for students seeking a career in marketing research, marketing management, new product development, brand management, advertising practice, and any marketing-related role.
The course covers a wide range of topics, rooting fundamental marketing principles in a contemporary business context. You'll learn about the core functions of a business alongside specific marketing themes such as digital marketing, consumer behavior, and brand management.
The first year lays the foundations of your business knowledge by covering fundamental topics such as global economics, business intelligence, and professional development. At the same time, you will be introduced to the foundations of marketing so that, at the end of the first year, you'll have developed an understanding of how marketing is threaded through any organization and connects to wider issues in business management.
The second year builds on this basis by covering specific topics in contemporary marketing, including communications, consumer behavior, and digital marketing. You'll learn about how to connect with customers and consumers through various digital and traditional channels, using data about consumer patterns to effectively convey your message. You'll also cover further topics in business that are useful for marketers, including finance, corporate social responsibility, and business research.
In the final year, you'll underpin all of your previous studies by learning about strategic marketing and undertaking a practical project that allows you to apply your knowledge to a specific topic – you can choose to write a dissertation or work on a marketing consultancy project. You will also have the choice of a number of optional modules that will develop your entrepreneurial skills, teach you about specialist marketing techniques in social media marketing and brand management, or help you to understand the ways in which companies maintain a competitive advantage in the contemporary business landscape.
At the end of your degree, you'll not only have a practical understanding of how marketing works on a day-to-day basis but a deeper awareness of the role that marketing plays across an entire organization and in a wider societal context.
The program will also offer you an optional placement year, enabling you to experience the real world and effectively connect your university experience with it.