Principles of Marketing introduces you to the central philosophies of marketing thinking and practice. Topics covered include the marketing concept, the marketing mix and the theories of segmentation, targeting and positioning. This is because attracting customers and successfully meeting their needs are at the heart of any successful business organisation. The module will introduce you to a number of the basic building blocks of marketing.

Understanding Consumer Markets encourages you to develop an awareness of the need for market intelligence and a knowledge of the mechanisms by which market intelligence is gathered. This module focuses on the nature of information required to make informed marketing decisions, the methods used to gather such information, the ways of interpreting and applying the resulting data and the means by which the information is stored and retrieved.

Fundamentals of Marketing Communications addresses some of the central themes in marketing. The purpose of marketing communications is to influence and encourage customers to accept or adopt goods, services or ideas. This is achieved through promotional activities in a variety of forms including advertising, selling, sales promotion, public relations and direct marketing. This module introduces these communication tools alongside the range of media options.

E-Commerce and M-Commerce will equip you with an integrative knowledge of the digital economy. The module explains how changes in information communication technology have dramatically changed the way businesses operate and how they develop value creation strategies.

Business Economics covers the basic principles of micro- and macro-economics. The micro element will provide a theoretical base, and thus allow for the study of organisational behaviour in the marketplace. The macro element will equip you with an understanding of the broader national and international environment in which business operates.

Business Start-Up is a review of entrepreneurial skills and small business development through theoretical concepts of enterprise, self-employment and small business management, evaluating differing environments within which enterprise operates. This includes the rise of the digital economy. The module will provide you with an awareness of emergent business types and their markets and the factors behind small business start-ups, entry routes, funding and barriers.

Statistics for Economics provides you with an understanding of, and an ability to apply, a range of mathematical and statistical concepts and techniques suited to a variety of economic situations. Descriptive statistics and techniques used for summarising and analysing data are fundamental to the work of business and economics professionals and will allow you to present information to a wide range of participants. This module primarily introduces statistical concepts and techniques associated with economics and business.

Designing for an Online Presence recognises that an organisation’s website is its virtual shop window and as such must be both appealing to consumers and effective in achieving marketing objectives, including driving sales. Web design is the art of creating websites that are attractive and easy to use whilst achieving the marketing objectives of the organisation. This module will provide you with an appreciation of the multiplicity of roles of a website and the range of audiences for which one must be designed.

Research Methods for Business are crucial to personal, academic and vocational development. Employers are increasingly looking for graduates who have specific skills, including those significantly developed through learning about methods of research. This module introduces these methods and considers how they are required to undertake specific academic projects, enhance knowledge and understanding, and address specific business issues and practical managerial problems.

Retail Marketing Planning recognises that effective marketing planning is essential for all organisations. This module offers you the opportunity to place tactical marketing activities in the context of the marketing planning process. Specifically, this module provides you with the opportunity to examine the complex nature of marketing planning for organisations in the retail sector which constitutes a dynamic and vital element of the British economy.

Branding: Integrated Digital Campaigns is designed to link brand strategy and positioning to the creative aspects of branding, thus preparing you for the marketing, marketing communications and branding industry by building a clear bridge between creative solutions and formulating strategy. The module requires you to examine the elements required to build successful brands and specifically the use of traditional and contemporary media.

Employability encourages you to contextualise and evaluate theoretical perspectives in a practical setting whilst at the same time providing an alternative learning environment which informs your future learning processes and outcomes. Workplace experience is increasingly seen as essential in contributing to graduate employability. It is an opportunity to hone employability skills, relate theory to practice and gain experience in a working environment. The module is designed to enhance your understanding, skill-base, personal development, aptitude for self-promotion and ability to reflect upon your experience in the workplace. It will also help familiarise you with professional business etiquette.

Graduate Enterprise enables you to experience running your own company with a number of your colleagues. You can create your own product or service, launch it into the marketplace and experience at first hand the issues faced by small business owners. You will be supported by your own business consultant who is on secondment from industry and the full resources of the Graduate Enterprise Company.

Social Media Monitoring and Analytics equips you with an appreciation of the need for analytics in the market place. As companies are collecting large amounts of data, marketing decisions made by them have become more data-oriented. More and more companies are now heavily investing in marketing analytics. Therefore, analysing the ‘digital footprints’ in a meaningful manner is essential. Due to the unstructured nature of data, understanding behavioural patterns is complex. This module will provide a background understanding of analytics in relation to marketing strategy and communication.

Services and Experiential Marketing examines the implementation of marketing concepts, theories and practices to organisations operating in today’s increasingly competitive environment. As the number of products and services increases, the marketplace as a whole becomes increasingly competitive and crowded. This, coupled with the shift from manufacturing based economies to largely service-based economies, has resulted in a raft of new challenges for today’s marketers. You will develop an understanding of the nature and role intangible elements play in creating value for consumers, critically analyse the major differences between the marketing of services and physical goods, and apply and evaluate a range of relevant services marketing and experiential marketing theories and tools to organisational situations.

Consumer Behaviour considers the factors that influence what, where and when consumers buy and what they buy. Understanding the factors that affect buying behaviour enables marketers to predict the response of customers to marketing strategies. This knowledge can then be fed into the design and innovation process for new products and marketing campaigns. In addition, you will examine the issues of increasing consumerism and addictive shopping behaviours.

Loyalty Generation and CRM centres on how Customer Relationship Management (CRM) is about building relationships with customers in order to develop and build loyalty and so keep customers for longer. This drives higher profits and keeps competitors out. The module introduces CRM, its impact on business strategy, users’ activity, and firm process and functionality. You will also examine CRM commercial packages.

Marketing Simulation is designed to provide an understanding of marketing management and planning and to engage you in the marketing decision-making process via the use of a marketing simulation package. Working in a group, you will analyse the marketing environment, undertake competitor analysis, manage the marketing mix, and decide the positioning of your product portfolio.

Dissertation enables you to produce a key piece of evidence that shows your development over the degree and how you are now equipped to apply graduate level skills. The module requires the design and implementation of a research project in an area of marketing and/or advertising and should include some element of original research, for example interviews or a questionnaire. Support during the dissertation is given by a specified tutor although you will have overall responsibility for managing the process.

Extended Business Project provides an opportunity for you to undertake an in-depth research project for a sponsoring organisation on a topic of common interest. The nature of the project will be negotiated between you, your supervisor and the sponsoring company.

Business Strategy and Digital Goods examines the implications of the internet and the rise of ubiquitous mobile devices changing business and society. Specifically, the module will explain how a new economy of creativity, opportunity, connectivity and content has been created. You will consider this ‘digital economy’, the key concepts underpinning commercial activities and investigate how the application of existing theories of competitive advantage and added value can be applied to, or are changed by, digital goods and services that have no physical form.

Global Marketing Management encourages you to develop an informed appreciation of international marketing in the context of emerging world markets and increasing globalisation. The module provides you with the means to integrate aspects of operational marketing within a strategic and international perspective. In particular, you will study how and why companies choose to operate internationally, the entry strategies available to them, globalisation and the international marketing environment.

Marketing and Society will help you to define and understand how marketing in society is utilised as a tool for public services such as charities, government and the health service. This will involve the study of the business and social environments in terms of their target audiences, resources, planning, education and current changes. The module will familiarise you with key models of behaviour change and the role of stakeholders, values, beliefs, emotions and lifestyles in influencing such change, with emphasis on environmentally sustainable behaviour. You will also be introduced to a practical and reflective campaign process that supports the use of social marketing to achieve behaviour change.

Advertising in Marketing Communications enables you to study the role of advertising in online and offline integrated marketing communications strategies. You will drill into the elements that comprise individual adverts and consider how the range of online and offline media vehicles available to deliver them have blurred the boundaries between advertising and other elements of the promotional mix. It is important that you understand the strategic role of advertising and the rationale that underpins the design and development of individual adverts. In addition, you need to understand the place of advertising within the marketing communications techniques available to marketers, whilst understanding the effects advertising has on the consumer and the debates that emanate from those effects.

Entrepreneurship and Innovation considers how to turn a good idea into a successful market-leading product. Entrepreneurship and innovation go hand in hand and involve the development and release of a new product/service or the repacking of an existing one to provide competitive advantage or even create new markets. This module explores a variety of concepts around strategic entrepreneurship and intrapreneurship. We will examine the difference between an idea, an invention and an innovation and provide you with a case-led understanding of the process in action, from creation to implementation. Moreover it provides you with a number of tools and techniques to critically evaluate success and build on your previous experiences of work-based learning or enterprise education.

BUS3044 Entrepreneurship and Innovation (20 credits) replaces BUS3026 Strategy and Innovation as an optional module in Year 3.

BUS2034 Experiential Marketing (20 credits) renamed to BUS2034 Services and Experiential Marketing (20 credits) in Year 2.