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BA (Hons) Marketing Management - 36 months

What are the key modules covered in the BA (Hons) Marketing Management course?

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Overview of Key Modules

The BA (Hons) Marketing Management course is structured to provide students with a comprehensive understanding of marketing principles, strategies, and practices. Over the span of 36 months, students will engage with a variety of modules designed to equip them with the necessary skills for a successful career in marketing. Below is a breakdown of the key modules that are typically included in the programme.

Core Modules

  • Principles of Marketing: This foundational module introduces students to the core concepts of marketing, including the marketing mix, market research, and consumer behaviour. Students will learn how to develop effective marketing strategies that align with business objectives. The module also covers the evolution of marketing and its relevance in today's business environment.
  • Digital Marketing: In today’s digital age, understanding digital marketing is crucial. This module covers various aspects of online marketing, including social media, SEO, content marketing, and email marketing. Students will gain practical skills in creating and managing digital campaigns, learning how to leverage analytics to measure campaign success and optimise strategies accordingly.
  • Consumer Behaviour: Understanding consumer behaviour is key to effective marketing. This module explores the psychological, social, and cultural factors that influence consumer decisions. Students will learn how to analyse consumer data to inform marketing strategies, utilising tools and methodologies to gain insights into consumer preferences and trends.
  • Marketing Research: This module focuses on the techniques and tools used in marketing research. Students will learn how to design research projects, collect data, and analyse results to make informed marketing decisions. They will also explore qualitative and quantitative research methods, ensuring they are well-versed in gathering actionable insights.
  • Brand Management: This module delves into the strategies behind successful brand development and management. Students will learn about brand equity, positioning, and the importance of creating a strong brand identity. They will also study case studies of successful brands to understand the dynamics of brand loyalty and consumer relationships.

Specialist Modules

  • Integrated Marketing Communications: This module emphasises the importance of a cohesive marketing strategy that integrates various communication channels. Students will learn how to create effective communication plans that resonate with target audiences, ensuring that messaging is consistent across all platforms.
  • International Marketing: As businesses increasingly operate on a global scale, understanding international marketing is essential. This module covers the challenges and strategies involved in marketing products and services in different cultural and economic contexts. Students will examine global market trends and develop strategies to enter new markets successfully.
  • Strategic Marketing Management: This advanced module focuses on the strategic aspects of marketing. Students will learn how to develop and implement marketing strategies that align with overall business goals, including market entry strategies and competitive analysis. The module also covers the importance of innovation in marketing strategy.
  • Sales Management: This module covers the principles of sales management, including the sales process, team management, and performance measurement. Students will gain insights into building effective sales strategies and managing sales teams, learning how to motivate and lead teams to achieve sales targets.
  • Ethics and Social Responsibility in Marketing: In an era where corporate social responsibility is paramount, this module addresses the ethical considerations in marketing. Students will explore case studies and best practices for responsible marketing, learning how to balance profit-making with ethical obligations to society and the environment.

Capstone Project

In the final stages of the course, students will undertake a capstone project that synthesises their learning across all modules. This project involves developing a comprehensive marketing plan for a real or hypothetical business. Students will apply theoretical knowledge to practical situations, demonstrating their ability to think critically and strategically. This hands-on experience is invaluable, as it prepares students for real-world challenges in the marketing field.

Assessment Methods

Throughout the course, students will be assessed through a combination of coursework, presentations, and examinations. This varied approach ensures that students can demonstrate their knowledge and skills in different formats and contexts. Assessments are designed to encourage critical thinking and practical application of marketing concepts, providing students with opportunities to showcase their learning.

Conclusion

The BA (Hons) Marketing Management course offers a well-rounded education in marketing, combining theoretical knowledge with practical skills. The carefully curated modules are designed to prepare students for the dynamic and ever-evolving field of marketing. By the end of the course, students will possess a robust understanding of marketing principles and be equipped to tackle real-world marketing challenges. Graduates will emerge as competent marketing professionals ready to make a significant impact in various industries.