BSc (Hons) Management with Marketing

What you'll study

Each year on the programme makes up 120 of the total 360 credits for a full degree.

Year 1 (credit level 4)

Core modules include:

Year 1 core modules Module title Credits. Organisations and Organisational Strategy Organisations and Organisational Strategy 15 credits

This module will introduce you to key theories, insights and methods within Organisational Studies. In particular, it will critically examine different organisational forms, processes and contexts.

The module places an important emphasis on the meaning and content of organisational strategies. It will help you develop the tools you need to analyse an organisation’s positioning within the marketplace, and think/plan strategically in order to make it more competitive.

You'll gain an understanding of strategic management and appreciate the interrelated dynamics of both strategic and organisational research and practice.

15 credits. Foundations of Economics Foundations of Economics 30 credits

This module introduces students to microeconomics, macroeconomics and the context of economic analysis. Students will get a good grounding in microeconomic theory and will understand the principles used in mainstream rational choice and perfect competition theory.

The course will cover preference theory, demand and supply, income and substitution effects, cost and revenue curves, perfect competition and partial equilibrium theory. The focus here is the internal consistency of neoclassical microeconomics as exemplified in rational choice theory and competitive markets, and its use of logic. Arguments showing the context and limited nature of neoclassical economic tools in explaining the economic and social reality will be discussed throughout these weeks.

Then students will be taught topics of macroeconomics. In this section, the focus will be on the following specific concepts: national accounting, inflation, unemployment and business cycles. The analysis of these concepts will be through the use of contemporary schools of economic thought (New Classical, New Keynesian, Post Keynesian, and Monetarist) and their analytical frameworks. By viewing these concepts through these different frameworks, the student is introduced into open-ended discussions on these topics as different answers are equally valid as long as students can clearly identify the theoretical frameworks that he/she is using.

Finally, students then will learn about the social, political and business context of economic theory through the discussion of case studies and real-world examples.

30 credits. Understanding Entrepreneurship Understanding Entrepreneurship 15 credits

• Learn about why entrepreneurship is important and how it impacts on individuals, communities and nations
• Examine different forms of entrepreneurship from business start-ups to corporate entrepreneurship, to family businesses and growth-oriented businesses
• Understand entrepreneurial processes from opportunity identification to resource acquisition and innovation and why some people become entrepreneurs while others do not
• Examine different groups of entrepreneurs including female and ethnic minority entrepreneurs and the cultural and contextual factors that shape their development
15 credits. Introduction to Marketing Introduction to Marketing 15 credits

This module is an introduction to marketing. By the end of the module you will have a knowledge of the role of marketing within organisations and within society, and of the principles of marketing management.

Conceptually, the module is divided in two sections. The focus of the first section is to understand what marketing and its role within society. In the first five weeks, you will be introduced to the definition of marketing, the role of marketing within organisations, the value of marketing within organisations and society, the history of marketing, the role of marketing in constructing the consumer society, and the relationship that marketing has with society (i.e. marketing ethics, and sustainability).

We will study both traditional and critical/interpretativist theories of marketing.

In the second half of the module, you will be introduced to foundational topics in marketing management. You will also be introduced to marketing strategy through an brief overview of the 4Ps of marketing - Product, Place, Promotion and Price.

15 credits. Perspectives on Capital: Financial, Physical, Human, and Social Perspectives on Capital: Financial, Physical, Human, and Social 15 credits
• Develop an understanding of the theoretical and historical frameworks of Capital, capitalism, Social Capital
• Understand the value that can be created through social capital
• Develop an understanding of the importance of physical, human and social capital in relation to creative and social enterprise and current trends in 21st century enterprises
• Be introduced to common terms in financial modelling and an understanding of financial capital
15 credits. Finance and Accounting Finance and Accounting 15 credits

In this module you will learn the basics of accounting and financial terminology and techniques. By the end of the module you will understand financial reporting and standardised disclosures, the importance of financial strategies, cash flow, and capital budgeting, and be able to appreciate the strengths and weaknesses of different types of financial data.

15 credits. Marketing Management Marketing Management 15 credits

This module will give you a good understanding of core marketing management principles and how these are applied to consumers, industrial services and organisations, both from a theoretical and a practical standpoint.

By the end of the module you'll understand the value of a marketing focus to both customer and supplier, and analyse what marketing can contribute to both individual and organisational users.

This course will cover all the topics needed for marketing management and planning. You'll start by analysing strategic tools for marketing strategy definition including segmentation, targeting and positioning.

You'll then analyse the marketing process through a review of the marketing mix principles i.e. the 4Ps (Product, Place, Promotion, Price). You'll also explore in detail each one of these tactics.

Theory will be complemented with real life examples and exercises. You'll also be exposed to case studies analysis to apply the theory into practice.

15 credits. Year 2 (credit level 5)

In your second year, you complete 120 credits. Core modules include:

Year 2 core modules Module title Credits. Organisational Behaviour Organisational Behaviour 15 credits

This module will introduce you to the psychological theories and research on how organisational, team-level and individual characteristics affect productivity and mental health. This module will also consider the limitations of our understanding of these issues and how occupational psychology theory and research is trying to overcome them.

15 credits. Research in Management Research in Management 15 credits
• Learn central concepts in work-related research design
• Understand the benefits and shortcomings of research methods, from attitudinal (consumer surveys) to experimental
• Understand how management-related and entrepreneurial research is designed, conducted and analysed
• Learn important ethical concerns in conducting research in workplaces and with consumers
15 credits. Product Innovation and Management Product Innovation and Management 15 credits

This module will investigate product management and product innovation strategies within the marketing process.

You will learn the importance of product management and new products within companies, practical approaches to product and innovation management and the core principles of new product development.

We will look at different theories about innovation and new product development. Theories will be complemented with real life example and case studies to put the knowledge acquired with these theories into practice.

15 credits. Marketing Communications Marketing Communications 15 credits

This course will provide you with the theories, principles and practice of marketing communications. You will be exposed to a variety of theories and real life case studies and will learn to evaluate the strengths and weaknesses of marketing communication campaigns and create your own marketing communications plans.

The course is divided into three sections. The first section will explore the marketing communication process and all the different channels and practices used by companies in order to reach the customer.

You will then explore the integrated marketing communication strategies and the marketing communication mix in order to understand how the communication process happens as in integration of strategies, content and channel. In this first section, the students will also investigate the relationship that exist between marketing communications and branding.

The second section will then explore the different elements of the marketing communications mix. The first element, and the most famous one, is Advertising. The module will differentiate between online and offline adverting, and it will investigate both of them separately and together. This section will explore different types of advertising and their impact in consumer behaviour. Specifically, it will look at different strategies of persuasion within the communication process.

Second, you will be exposed to other forms of marketing communications such as PR, direct marketing, sales promotion, events management, trade fairs and guerrilla marketing. In the last part of this section, you will look into digital marketing and social media marketing.

The third section will look into marketing communications planning and evaluation. In this section, you will look specifically into the media planning process and how it relates to the overall marketing strategy of the company.

Then you will look into the measures that companies should use in order to evaluate the performance of their marketing communications strategy. You will also be exposed to an overview of how the marketing communications industry works, and the major players in the marketing communications chain.

15 credits. Brand Management Brand Management 15 credits

The management of a company's brand is crucial for their success. Brands are strategic assets, and as such a marketing manager should acquire the implicit and explicit skills that can help him/her to maximise the profitability of a brand.

This module will provide a holistic approach to brand management based on both theory and practice.

You will be introduced to brand management, the strategic role of brand within the company, the role of brand within organisational strategy, marketing strategy and communication strategy. You will also explore how to manage multiple brands, adopting a brand portfolio perspective. You will analyse three different brand strategies and analyse mindshare, emotional and cultural branding. You will theen learn how to evaluate these brand strategies.

You will be exposed to the different techniques of brand evaluation and brand audit that will help them to assess the success of brand strategies and how to feedback these results into your strategy. All these concepts will be approached both from a theoretical and practical standpoint. Case studies and examples will be used to show how these theories work in practice.

15 credits. Consumer Behaviour Consumer Behaviour 15 credits

This lecture course will introduce you to the fundamentals of consumer psychology and behavioural economics.

It will give you an understanding for the fundamental decision making processes and the factors that influence these processes. It covers topics such as prospect theory and classical economics, brain structures and information processing, heuristics and rules of thumb, and framing and influencing techniques.

It also discloses the various strategies used by marketers to differentiate their products, leverage brands, set strategic prices, reduce the effectiveness of consumer search, and it compares the effectiveness of each.

The course covers topics such as the types and effectiveness of pricing strategies, individual differences in uptake of pricing strategies, value perceptions and subconscious influences (priming), and ethical and legal issues around influencing consumer choice.

The lectures in this course will be supplemented by several assignments designed to develop and enhance practical skills, and further develop familiarity with consumer psychological methods and theories.

15 credits.

You will also take optional modules to the value of 30 credits from an approved list from other departments.

Year 3 (credit level 6)

In your third year, you complete 120 credits.

Core modules include:

Year 3 core modules Module title Credits. Leadership and Talent Management Leadership and Talent Management 15 credits
• Learn the extent to which leadership skills and behaviours are universal or different in their relevance across cultures
• Understand individual differences, strategic approaches, and assessment methodologies
• Understand leadership development: approaches and practices
• Learn about technology and talent management
15 credits. International Business International Business 15 credits
• Understand key concepts relating to international business, describe the key players in international business, and discuss the advantages and disadvantages of globalization
• Examine the international business environment and the different dimensions (political, legal, technological and cultural) that affect the operations of international businesses
• Understand the international monetary and financial environment
• Examine different strategies for entering in to foreign markets and analyse organizational design, control and structure in international business contexts
15 credits. Marketing Strategy Marketing Strategy 15 credits

How do managers discover attractive market opportunities? How can they tackle these market opportunities by creating impactful marketing strategies, based on a powerful market positioning?

How is marketing strategising different in established versus new market arenas? This module introduces students to the state-of-the art in marketing strategy formulation.

Students will work with an entrepreneurial, London-based company to develop and implement a real-world marketing plan.

15 credits. Digital Marketing and Social Media Digital Marketing and Social Media 15 credits

Digital Marketing (DM) and Social Media Marketing (SMM) are two areas of marketing that are growing, and where there is big potential for future employment.

While advertising spending on traditional media has started to decline, firms spend increasing amounts on online communication and public relations. This course will provide you with the theories, principles and practice of digital marketing and social media.

You will look into web-psychology and viral content, the role of microblogging for launching and developing new products, and the role of social networks for emotional contagion. These topics will be updated according to the latest research in the field.

We will also discuss how you can combine different social media (i.e. Blogs, Twitter, Facebook, Google+, Youtube, Instagram) to reach your strategic objectives, and explore the topic of social listening, and how this practice is important in terms of positioning and branding.

You will be challenged to use different social media and digital marketing tools throughout the course, in order to combine theory with practice.

15 credits. Dissertation Dissertation 30 credits 30 credits.

You may also take optional modules to the value of 30 credits from an approved list from other departments and the Institute of Management Studies, which may include Project Management, The Psychology of Marketing and Advertising, Assessment and Selection, Training, Coaching and Counselling.

Students will also be able to apply for a Work Placement modules that is worth 15 credits.

Teaching style

This programme is taught through a mixture of lectures, seminars and workshops. You’ll also be expected to undertake a significant amount of independent study. This includes carrying out required and additional reading, preparing topics for discussion, and producing essays or project work.

The following information gives an indication of the typical proportions of learning and teaching for each year of this programme*:

• Year 1 - 17% scheduled learning, 83% independent learning
• Year 2 - 16% scheduled learning, 84% independent learning
• Year 3 - 12% scheduled learning, 88% independent learning
How you’ll be assessed

You’ll be assessed by a variety of methods, depending on your module choices. These include coursework, examinations, group work and projects.

The following information gives an indication of how you can typically expect to be assessed on each year of this programme*:

• Year 1 - 65% coursework, 35% written exam
• Year 2 - 64% coursework, 36% written exam
• Year 3 - 66% coursework, 34% written exam

*Please note that these are averages are based on enrolments for 2016/17. Each student’s time in