Marketing BSc

Compulsory

• MG1601 - Introduction to Management Enquiry

  This module introduces students to fundamentals of business and management with the focus on a number of key concepts. This includes subjects such as understanding organisational planning with a focus on the foundations of decision, organisational structure and design and managing human resources, leadership, trust, and managing communication, information and operations.

• MG1602 - Managing Information with Technology

  This module’s primary aim is to broaden students’ knowledge and skills in the use of IT and statistics in managing and analysing data for business to improve the quality of decision-making in a dynamic business environment.

• MG1603 - Organisational Behaviour

  This module introduces students to the study of organisations. It outlines key sociological and psychological perspectives used to analyse organisations and occupational groups. Students encounter core topics including organisational design, bureaucracy and contingency theory. Theory and practice are linked via seminars, case study discussions and reflections on students’ experience of organisations.

• MG1606 - Introduction to Accounting and Financial Management

  The module introduces students to the essential concepts of accounting and financial management. As the foundation of all other accounting modules, you will study how financial information is prepared, communicated and used. You will develop skills in critically evaluating and appreciating the importance of the accounting and finance function within organisations particularly in connection with business decision-making.

  Students will learn how to: prepare a set of essential financial statements for a business, prepare information for business planning - such as budgets, prepare information for decision-making using techniques such as cost, volume, profit analysis and investment appraisal techniques.

• MG1604 - International Business Environment

  Developing students’ understanding of the basic economic concepts and principles that apply to the international business environment with emphasis on European business, and developing analytical and conceptual skills in economic and business environment for them to be able to respond to problems associated with modern international business environment.

• MG1605 - Principles and Practice of Marketing

  This module introduces students to the fundamental concepts and strategies in marketing. It covers a wide range of topics, including market research, consumer behaviour, branding, product development, pricing, marketing communication and retailing, digital marketing, among others. The module blends theoretical knowledge with practical case examples, preparing students for real-world marketing challenges.

Compulsory

• MG2629 - Digital Marketing

  This module aims to develop an understanding of the defining characteristics of digital marketing and the major issues facing marketers in the rapidly growing area of marketing using digital technologies. Theory and application-based module content is strengthened with special emphasis on new digital products like NFTs, the new digital consumer like Gen-Z, digital platforms, and integrated digital marketing communications. 

• MG2637 - Marketing Communications

  The discipline of marketing communication provides a comprehensive grasp of an organisation’s marketing communication by employing tactics, planning, budgeting and ethical aspects. Developing an insight into the organisation to effectively strategise and oversee an integrated communication campaign. This module will also explore how target audience characteristics and the positioning of products influence integrated communication campaigns and activities.

• MG2638 - Services Marketing

  Developing and providing a critical understanding and knowledge of a modern theory associated with the effective design and management of service process and operations that is relevant to today’s services marketing environment. It will help and enable students to have a robust understanding of the appraisal and evaluation of services marketing initiatives in different contexts.

• MG2639 - Consumer Behaviour

  This module develops an understanding of how and why consumers think, feel, and behave the way they do and what this means for marketing products, services, ideas and experiences. Attention will be paid to examining the cultural, social, economic and environmental factors that influence individual and collective consumption behaviours in distinct industries from different disciplines (i.e., psychology, economics, anthropology, and sociology). 

• MG2640 - Marketing Research

  This module offers immersive learning with hands-on activities and real-life cases to master the art of compelling research proposals. You will explore diverse research designs, critically review literature, compare qualitative and quantitative research methods, evaluate data analysis choices and procedures, and apply these skills to solve marketing problems. This module ensures a comprehensive understanding of contemporary marketing research. 

• B2B Marketing

  This module explores the key defining characteristics of Business-to-Business (B2B) Markets and the marketing processes involved. We examine the differences between to Business-to-Consumer (B2C) and Consumer-to-Consumer (C2C) Markets, and focus on how this affects the practice of Marketing Management in the B2B context. Students will hopefully acquire the knowledge to apply relevant frameworks (both theoretical and applied) to critically analyse tactical and strategic marketing decisions.

• Preparation for Placement and a Graduate Career

  This module aims to prepare students commencing a career after graduation and/or a placement. It will give guidance on effective job hunting, and processes used by employers as well preparation for the assessment of the placement learning through self-directed learning and the use of career development tools to support reflection on personal development.

Compulsory

• MG3630 - International Marketing

  The module addresses critical understanding and ability in assessing the effectiveness of international marketing. It targets principles and issues that drive markets world-wide.  Students develop insight and investigative ability concerning cross-national and cross-cultural business contexts.

• MG3641 - Tech, Robots and AI in Marketing

  This module aims to develop an understanding of the defining characteristics of new technologies to be harnessed by retailing and consumer services markets such as algorithms, AI-powered robots, AR, and VR. Theory- and application-based module content is strengthened with special emphasis on a vision for the future of new technologies, ethics, sustainability, and social responsibility regarding digital transformation. 

• MG3642 - Issues and Controversies in Marketing Project

  Students will conduct a rigorous research project on anything that falls within the parameters of the Marketing discipline. Students will identify a research problem/opportunity and gaps in the academic literature to formulate a research question. They will then design and conduct an original research study to answer the research question, resulting in recommendations for the industry and the formulation of new knowledge.

Optional

• MG3628 - Entrepreneurship and Small Business Ventures

  This module is aimed at exposing students to various approaches to new (small) venture creation. It is intended to help students develop entrepreneurial mindset and thinking and/or create potential business. It highlights various aspects of small venture creation, including generating new ideas and identifying business opportunities and assessing their viability to be pursued, considering resource requirements and competition.

• MG3626 - Business Ethics, Environmental Sustainability and Governance

  Explore the core of business ethics, corporate social responsibility, and sustainable development. Analyse contemporary challenges and case studies, enhancing your understanding of societal and environmental impacts. Develop critical thinking skills to evaluate complex arguments and contested values in business. Join us to shape a responsible and sustainable future in the business world.

• MG3643 - Brand Management

  This module will teach students how brands are constructed, managed, and communicated. It aims to develop an understanding of the role of brands in consumers’ lives, and how they provide important building blocks for the construction of individual / social identity. Students will learn how to assess the role of brands within an organisation, and how to develop a brand strategy.  

• MG3644 - Creativity and Content Marketing

  The module introduces key concepts related to creativity, new media, and content marketing. It addresses both theoretical and practical aspects of creativity and strategic content marketing within the context of the innovation-driven digital economy. Students will acquire knowledge in effectively developing and communicating creative and innovative content marketing solutions relevant to the digital economy.

• MG3645 - Marketing Insights

  Expanding upon Marketing Research fundamentals, it unveils crucial data-driven techniques for extracting insights into markets, consumers, and competitors. Navigate the landscape of data abundance, exploring quantitative methodologies such as surveys and experiments. Cultivate critical thinking skills by evaluating and selecting research methods. Through interactive seminars, gain practical experience in data-intensive research, laying the groundwork for evidence-based, data-driven marketing decision-making.