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BSc (Hons) Business with Marketing Management offers an opportunity to develop an understanding of the business and marketing industries. It includes an overview of marketing research and planning as well as options in retail marketing, relationship marketing, content marketing, buyer behaviour and customer experience.
Marketing has become increasingly important for all aspects of contemporary organisations and contributes to the development of corporate strategies. Therefore, it is expected that all business students will possess the necessary knowledge and skills that will allow them to contribute to the development, shaping and implementation of effective marketing strategies. This module will provide you with these skills and knowledge by reviewing marketing theories, literature and case studies to provide a comprehensive understanding of marketing strategies.
The module will also enable you to apply theory that you have learned in your lectures, seminars and guided and independent reading in practical scenarios. The various tasks you will be assigned to complete in this module will lead to the development of a marketing strategy for a new product idea based on the findings of your research and will help you improve your research and strategic and critical thinking skills. These skills are directly transferable to your working life and will improve your employability.
This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, and can be combined into an overall campaign with the ability to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes.
Theme One- Principles of Direct and Digital Marketing: In this part of the module, you will cover the fundamental practices in the direct marketing field which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and marketing metrics.
Theme Two- Digital Media: In this section, you will explore the range of communication media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).
Theme Three- Campaign Planning: You will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign.
This module will provide you with a perspective on core strategy from the vantage of an organisation and the ability to analyse, formulate and critique business strategies. You will be able to understand and reflect on the scope and limitations of tools and techniques deployed to inform business strategies and their sustainability premises. It will, as a bolt on, impart an emphasis for stepping back and looking at strategies from a macro level sustainability perspective at the forefront of policy and business concerns.
The module provides a comprehensive guide to Organisation Theory, and offers practical guidance to application of theoretical perspectives to organising practices. It offers an introduction to main theoretical perspectives dominant in Organisation Theory, i.e. modern, symbolic and contemporary perspectives. It highlights the implications of contrasting theoretical perspectives in practice, and further explores the latest development in organising practices. Through challenging conventional understanding of organisation and management, the module enables you to critically approach Organisation as a field of theory and practice, and to construct your own knowledge and understanding of ‘management’. It helps you to situate yourself within this field as critical thinkers, and as capable and reflective practitioners. As such the module contributes to your enhanced employability, and informed employment decision-making.
The dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into an applied business (or the named degree) problem or issue. In addition, the dissertation aims to equip you with key transferable, employability skills, including: time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving, and analysis.