Marketing and Management

Program Overview

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This comprehensive program combines marketing and management principles, with a focus on consumer behavior, digital marketing, and brand strategy. It equips students with the skills to understand and influence consumer behavior, develop effective marketing campaigns, and make strategic business decisions. The program offers a flexible curriculum, real-world experience, and career support, preparing graduates for success in various management and marketing roles.

Program Outline

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Degree Overview:

The management component delves into financial, entrepreneurial, and strategic aspects, expanding your career options.

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Objective:

• Equip students with a deep understanding of marketing and management principles for strategic decision-making and impactful brand and consumer behavior strategies.
• Develop expertise in behavioral science and digital marketing trends for future challenges in the digital world.
• Cultivate critical thinking, communication, and problem-solving skills for successful real-world application.

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Program Description:

This flexible curriculum integrates academic theory with real-world business experience through guest speaker sessions and project-based learning. It allows you to tailor your studies as your interests evolve, offering completion in three years, with optional placement year or study abroad opportunities.

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Outline:

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Year 1:

• Introduction to Advertising: Covers persuasion theories, contemporary issues in advertising, and live briefs from international organizations.
• Marketing Principles: Explores key principles of marketing theory and its application in various sectors, focusing on consumer behavior, segmentation, strategy, distribution, branding, communications, pricing, and ethics.
• Managing Behaviour and Organisations: Focuses on managing individuals and organizations in contemporary society, exploring concepts influencing individual and group behavior with real-world examples.
• Creative Strategy: Examines theoretical and practical aspects of advertising creativity, contemporary issues in advertising, and live briefs from international organizations.
• Financial Information for Managers: Introduces financial management and sources of finance, including analyzing financial reports, budget, capital investment, and performance analysis.
• Introduction to Digital Marketing: Explores the latest research in digital marketing, preparing students for future challenges in the digital world through deep dives into big data analytics, machine learning, AI, IoT, VR, AR, and their opportunities for companies and brands.
• Marketing Strategy in Practice: Develops understanding of how marketing decisions are made and their consequences, extending students' understanding of marketing strategy and critical reflection skills.

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Year 2:

• Brand Strategies, Identity, Culture and Society: Examines brand management principles from various perspectives, including socio-cultural meaning of brands, brand naming process, and the link between brand and identity.
Evaluates brands in the wider social context, domestic or international markets, social forces, and consumption trends.
• Behavioural Science for Marketers: Investigates how consumers interact with everyday products and services and their marketing strategies.
Examines consumer responses to marketing stimuli, contextual influences, and the latest behavioral science research in consumer behavior and marketing practice.
• Marketing Research: Teaches various contemporary research methods on consumer behaviors and markets, and how the data can inform marketing management decision-making.
Develops the ability to design market research projects.
• Integrated Marketing Communications: Provides a working understanding of the integrated marketing communications (IMC) mix and its relationship with the marketing mix, covering consumer behavior and consumption, IMC measurement, image and brand management, and digital marketing analytics.
• Optional Modules (May vary yearly): Information Systems, Operations Management, Applied Brand Strategy, Entrepreneurship, Digital Marketing: Tools and Techniques, Innovation Management, Marketing in Creative Industries.

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Year 3 (Year 4 if undertaking placement or year abroad):

• Dissertation OR Behavioural Science Marketing Project OR Strategic Marketing Project (Subject to validation)
• Optional Modules (May vary yearly): Retail and Services Marketing, Global Marketing, Social Marketing, Consumer Power, Influencer Marketing Strategies, Corporate Responsibility and Sustainability, Leadership, Global Sport Business, How to Read Business, Work, Organisation and Society.

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Assessment:

• A combination of written assignments, reports, projects, and presentations.
• Designed to assess knowledge, understanding, critical thinking, written and oral communication, and the ability to apply learning to real-world issues.
• Final year students choose from Dissertation, Behavioural Science Project, or Strategic Marketing Project as their graduate projects.

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Teaching:

• Lectures and small group seminars.
• Specialist workshops with hands-on experience of real-world marketing challenges.
• One-on-one support and self-directed learning for critical thinking skill development.
• High-quality small-group teaching for personalized learning experience.
• Increased focus on self-directed learning and independent research in the final year.
• Department-hosted specialist business and management events for knowledge development and industry networking.

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Careers:

• Management and Marketing: Graduates possess a thorough understanding of management theories, marketing strategies, consumer behavior, commercial awareness, IT, and problem-solving skills, opening doors to various career paths in the corporate world and beyond.
• Employability focus: Events like interview advice, employer talks, and business-tailored careers fairs provide an edge in the job market.
• Previous graduate paths: Business managers, marketing specialists, civil servants, management consultants, and business analysts for companies like Virgin Media, NHS England, Amazon, Barclaycard, and PwC.
• Graduate talent schemes: Across various sectors.
• Charitable organizations and finance sector roles.

• Commitment to supporting students irrespective of financial circumstances through various funding opportunities.
• Course details (already covered in Outline)
• Learning (already covered in Teaching)
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• Entry requirements (already covered in Overview)
• Department information (already covered in Other)
• Placement (already covered in Overview)
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The tuition fees for 2025/26 academic year have not yet been finalised, they will be displayed here once approved. The tuition fees shown for home students are for one complete academic year of full time study and are set according to the academic year of entry. Fees for subsequent years of your course may rise in line with an inflationary uplift as determined by the government. The tuition fees shown for overseas and EU students are for one complete academic year of full time study, are set according to the academic year of entry, and remain the same throughout the duration of the programme for that cohort (unless otherwise stated).