• Year 1

• Examine marketing and business basics and develop effective practical approaches to complex situations – putting theory into practice with topics such as marketing, economics, accounting and workplace behaviour. You gain an appreciation of business operations and have the opportunity to take a professionally renowned digital marketing qualification.

  Core modules

  • Business and Management Internal Setting (HRL4002)

    This modules encompasses the internal aspects, functions and processes of organisations, including their diverse nature, purposes, structures, size/scale, governance, operations and management, together with the individual and corporate behaviours and cultures which exist within and between different organisations.

  • Marketing in Action (MKT4001)

    The module will give you a broad overview of marketing topics withinn a real-world context, including marketing concept; global marketing environment; buyer behaviour; marketing research; segmentation, targeting and positioning; marketing mix and the marketing planning process. You will consider the relevance of core marketing concepts for organisations whilst developing core competencies in group working, critical thinking, evaluation of information sources and referencing.

  • Buyer Behaviour (MKT4002)

    This module will give you theoretical and practical insights into the behaviour of buyers in both consumer and business-to-business markets. You will also explore the way in which marketing relationships are developed and maintained.

  • Business and Management External Environment (STO4001)

    This module introduces students to essential understanding and competencies in the dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk and business resilience.

• Year 2

• From analysis of consumer behaviours and market research, to product development and brand management, you explore marketing in more detail. Learn to use theory to create solutions to complex marketing problems with real companies.

  Core modules

  • Advertising Brand Management and Marketing Communication (MKT5001)

    The module will introduce you to the key elements of the marketing communications’ mix (including advertising), examining their role and significance in developing and managing brand identity and equity.

  • Consumer Insight, Innovation and Marketing Planning (MKT5007)

    In this module, you will better develop an understanding of marketing as both a principle and a job function. You will explore the methods and principles of marketing research and in particular the role of research in supporting innovation, marketing planning and strategy.

  • Careers and Professional Development (PBS500CPD)

    This module is aimed at enhancing students employability skills and knowledge especially those who will be undertaking an industrial placement in the third year of their degree. It is designed to build on skills learned in Stage 1 and helps students in their search for a placement, and in their preparation for the placement itself.

  • Challenge Module (HRL5008)

    Through this module you can select from a choice of topics related to the big challenges business and society are facing today. These might be drawn from the UN Sustainable Development Goals or a country's industrial strategy.

  Optional modules

  • Academic Skills for International Direct Entry Second Year Students (DEAS200)

    The short, not for credit module will teach academic skills (including, but not limited to, time management, groupwork, information literacy and some basic critical thinking) to second year IDES. It is based in the middle of the first term.

  • International Marketing (MKT5002)

    The module introduces you to the key concepts of international marketing, providing you with an understanding of the environmental factors, international marketing strategies and the international marketing planning process.

  • Social Media Marketing in Practice (MKT5005)

    In this module you will study the application of social media marketing strategies and techniques, applying theoretical knowledge in practice and examining systems, software and techniques typically used in the marketing environment. You will have the opportunity to gain ‘external’ awards from key industry ‘academies’ including; Google, Hootesuite, Hubspot, etc.

  • Digital Marketing (MKT5006)

    In this module you will examine the impact of new forms of digital technology on all aspects of the modern marketing mix, organisational strategies and consumer facing activities. You will explore modern marketing activity through a digital lens, providing you with a greater understanding and awareness of the relationships between marketing and digital technology.

• Optional placement year

• You are strongly encouraged to undertake a placement year. Placement opportunities are available in a wide variety of companies, from start-ups to blue chips, across the world. Alternatively, you could start or run your own business.

  Core modules

  • Placement Year (PBS600PLC)

    The placement year consists of an extended period of appropriate professional experience in a business or organisation. It allows the student to gain relevant experience to consolidate their studies and prepare for final stage study and employment after graduation. Students on BA International Business may also or alternatively undertake a study placement at an approved partner institution.

• Final year

• Focus on the theoretical and strategic aspects of marketing, investigating the issues. Undertake an independently researched dissertation project in a marketing subject of your choice.

  Core modules

  • Contemporary Issues in Marketing (MKT6001)

    You will examine and critically appraise contemporary principal theoretical marketing approaches and investigate their implications for practical marketing management.

  • Strategic Marketing (MKT6007)

    You will critically assess the value of strategic marketing as part of a broad corporate environment, considering long-term applied corporate management issues and opportunities affecting the marketing function and recommending appropriate strategic, marketing-led solutions. Using case studies, you will gain an insight of key internal factors relating to the successful development and implementation of marketing strategy, through engagement with invited ‘client’ organisations.

  • Continued Careers and Professional Development (PBS600CPD)

    The Continued Career and Professional Development module is a development scheme designed to enhance students’ employability and builds on the stage 2 module. The stage 3 module focuses on providing students with information on graduate options and equips them with the knowledge and skills necessary for articulating and recording achievement and applying for graduate positions. The module also includes a number of workshops and events designed to develop students’ skills and knowledge, with the purpose of filling gaps in their CV’s and enhancing their employability.

  • Final Year Dissertation (PBS6001)

    The module builds upon research and study skills developed in earlier modules. Students are required to undertake supervised independent research into a marketing or economics field of their choice. Use should be made of appropriate research qualitative and / or quantitative methodologies.

  Optional modules

  • Academic Skills for International Direct Entry Final Year Students (DEAS300)

    This module focuses on the study skills required for the study of business in UK HE for international direct entry final year students, it provides generic skills for students who are new to UK HE, such as information literacy, criticality, different types of assessment, assignment briefs, preparation and planning, and marking rubrics.

  • Experiential Practice (HRL6010)

    This module provides you with the opportunity both to reflect upon practical experience as well as develop your capabilities and profile so you are on course for life after graduation.

  • International Marketing (MKT6002)

    The module introduces you to the key concepts of international marketing, providing you with an understanding of the environmental factors, international marketing strategies and the international marketing planning process.

  • Social Media Marketing in Practice (MKT6005)

    In this module you will study the application of social media marketing strategies and techniques, applying theoretical knowledge in practice and examining systems, software and techniques typically used in the marketing environment. You will have the opportunity to gain ‘external’ awards from key industry ‘academies’ including; Google, Hootesuite, Hubspot, etc.

  • Digital Marketing (MKT6006)

    In this module you will examine the impact of new forms of digital technology on all aspects of the modern marketing mix, organisational strategies and consumer facing activities. You will explore modern marketing activity through a digital lens, providing you with a greater understanding and awareness of the relationships between marketing and digital technology.

  • Public Relations in the Digital Era (MKT6008)

    This module seeks to demystify public relations, explain what it is, how it can be used and its relationship with marketing. You will explore both marketing public relations and corporate public relations and examine how marketers can utilise public relations as part of the marketing mix in the digital era.

Every undergraduate taught course has a detailed programme specification document describing the course aims, the course structure, the teaching and learning methods, the learning outcomes and the rules of assessment.

The following programme specification represents the latest course structure and may be subject to chang