BA in Marketing

The module features the fundamentals of management through the functions of planning,
organising, controlling and leading. It highlights the strategic approach towards managerial
decision-making and provides knowledge to students on how to approach problems, challenges and
opportunities linked with human resources, motivation and teamwork. It features the key fundamentals
on communication, change management and leadership and highlights the importance of ethical
behaviour and social responsibility in managerial decision-making. At the end of the module, you
will be able to:

• Exercise management and supervision in the key functions of management, namely, planning,
  organising, controlling and leading people. Facilitate the process of managing stakeholders
  and corporate governance in a competitive environment;
• Study and influence culture and managing organisations through behavioural and situational
  models through motivational techniques;
• Address and apply intelligence in unpredictable change in organisations through teams and
  team work and demonstrate a level of power and reasoning to manage activities effectively
  and efficiently;
• Develop performance management systems of people and set measurement control systems;
• Demonstrate aptitude and capabilities to complete basic finance and budgetary control;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

Students will have knowledge and understanding of key components of accounting and finance including
measuring and reporting financial position, performance and analysing and interpreting financial
statements based on cash-flow statements, profit and loss account and balance sheets. The Module
provides a sound basis of cost-volume profit analysis, costing and budgeting. Furthermore, it will
provide students with knowledge, skills and competencies on how to make basic capital investment
decisions and how to manage working capital. At the end of the module, you will be able to:

• Exercise management and supervision in the key functions of accounting namely, measuring and
  reporting financial performance, making capital investment decisions, and doing budgets whilst reporting cash flows;
• Study and influence accounting and finance managerial decisions focusing on making capital investment decision and financing the business in the long and short-term;
• Be competent in understanding the regulatory requirements as set out by national and international bodies;
• Address and apply intelligence in unpredictable change in organisations through teams and team work and demonstrate a level of power and reasoning to manage the finance of an
  organisation effectively and efficiently;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module provides students with the knowledge and understanding of strategic HRM and also the
skills, abilities and competences to prospective and present managers on how they maximise the
potentials of human resources in an organisation. It provide the tools, knowledge and understanding
on how the management of human resources management contributes towards corporate objectives.
Students will enhance their knowledge and understanding of how HRM theories including performance
management, recruitment and selection, employee welfare, ethics and corporate social responsibility,
reward systems and talent management can be applied in practice. The module is intended to give
students the know-how to resolve HRM issues and highlights the current trends in this important
discipline in management. At the end of the module, you will be able to:

• Be able to critically evaluate and apply theories to practice the main concepts and theories
  of human resources management;
• Be able to identify, assess and practice the key functions of the HR functions from a
  strategic and operational perspective;
• Be able to identify, determine and apply to practice the international human resources
  management perspective to issues, challenges and opportunities within the HR function of
  both public and private sector organisations;
• Apply human resource management within a restructuring context and general organisational
  context;
• Be able to evaluate and apply in practice the basics of human resources planning,
  recruitment and selection;
• Be able to identify, evaluate and apply the basic concept of performance and reward
  management;
• Be able to assess and critically evaluate the challenges, issues and opportunities for
  employee involvement, employee relations and human resources training and development needs
  for both public and private sector organisations;
• Be able to identify, evaluate and apply practice in employee welfare principles;
• Be able to apply HRM models, frameworks and HRM paradigms within organisational culture and
  diversity at the workplace;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module covers the different environments within which companies and public sector organisations
have to operate and gives the students the appropriate knowledge to assess the strategic
capabilities of an organisation. It further provides views and concepts of strategic choices and
strategic purposes of organisations and highlights the key components of organisational culture and
how this influences and impacts the strategy. Various types of business strategies are explained and
tools, models and frameworks on how corporate strategy can be applied through diversification are
part of the module content. The module includes theories and practical models that can be applied
through innovation and mergers, acquisitions and alliances. Leadership and strategic change and how
these are applied within a firm are key elements of this module. At the end of the module, you will
be able to:

• Identify the key components of a strategy and issues associated with organisational
  strategy;
• Appreciate the contributions of different academic disciplines and theoretical lenses to
  practice strategy analysis;
• Analyze macro- and micro-environments on organisational strategy and identify successful
  strategies for business organisations;
• Use various concepts and technique to recognize threats and opportunities in the
  marketplace;
• Identify and analyses how strategic capabilities can provide sustainable competitive
  advantage;
• Understand and undertake stakeholder analysis and corporate responsibilities performance
  models;
• Analyse the influence of organisational culture on strategy;
• Identify and assess generic business strategies and internationalization and their benefits
  in a competitive environment;
• Determine the appropriate choices between mergers and acquisition and alliances;
• Assess the value of strategic change;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

Establishing close and productive relationships with customers is considered to be key to marketing
success, and customer equity has become an important marketing performance indicator.
Based on a solid understanding of traditional customer relationship management and contemporary
customer engagement theories, this module discusses the creation of high quality and engaging
customer experiences designed to secure repeat business. At the end of the module, you will be able
to:

• Critically evaluate consumer behaviour concepts and theories;
• Critically analyse factors affecting consumer behaviour;
• Critically evaluate relevant literature in consumer behaviour;
• Critically apply consumer behaviour theories to inform marketing strategies/recommendations;
• At a level consistent with MQF Level 6 expectations, present research ideas based on an
  evaluation of theory and research;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module introduces students to the key concepts of digital analytics in the marketing discipline
and how analytics can build knowledge of online customer behaviour and campaign effectiveness that
can be used effectively in the business environment within which marketers now have to operate.
At the end of the module, you will be able to:

• Critically demonstrate the usefulness and application of key analytical tools for marketing
  data analysis in order to evaluate the return on investment on marketing programmes;
• Critically interpret advanced Key Performance Indicators in digital analytics;
• Demonstrate a critical understanding of the role of digital analytics for gaining actionable
  insights and in supporting marketing decisions;
• Critically understand the impact of specific digital collection techniques on digital
  marketing activities;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

Marketing increasingly occurs in a digital world and marketing graduates require specific knowledge
and understanding of the impacts that digital technologies have had on marketing practice and
consumer behaviour. The module introduces students to the core principles of how digital marketing
and social media can help organisations to gain a competitive advantage. Information and
communication technology is constantly and rapidly changing the way companies interact with
consumers. The module provides a framework for understanding the contextual, strategic and
operational issues involved in the application of digital transformation to marketing. At the end of
the module, you will be able to:

• Critically evaluate current developments, the opportunities and challenges of marketing
  technologies and discuss their future prospects;
• Critically identify issues in developing marketing strategies for the web and the mobile
  wireless web;
• Demonstrate a critical understanding and ability to analyse the issues involved in
  developing a digital marketing strategy;
• Critically assess and design, implement and measure the success of an online promotional
  marketing campaign;
• With appropriate criticality, effectively analyse digital marketing strategies for the web
  and the mobile wireless web;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module highlights the importance of research mindedness within a business environment and builds
upon elements already introduced in the other modules studied on the programme. The module enables
students to develop research mindedness, critical understanding and skills for business research.
Students will enhance their knowledge and skills on research mindedness and its relevance for
practice. They will frame research questions and plan and develop a literature-based project
proposal and make use of library/electronic resources. The module will further provide students with
knowledge on qualitative and quantitative methodologies and the ethics of business research. The
module will enhance a student’s ability to integrate research and theory for evidence-based
practice. At the end of the module, you will be able to:

• Recognise the importance and be able to explain the nature and purpose of research and
  classify different types of research;
• Study and demonstrate the main stages in a research process and identify the characteristics
  of a good research project;
• Address and apply intelligence in understanding the general standards for research at
  different levels for effective career progression and self-development;
• Demonstrate competences and skills in identifying research constraints such as funding, time
  and resources and determine the knowledge, skills and personal qualities researchers need to
  produce meaningful research outputs;
• Demonstrate competence in using different techniques for generating research topics;
• Address and apply intelligence to negotiate access to data and to consider relevant ethical
  issues as part of the research project;
• Apply intelligence and competences in planning the management of a research process;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module will develop students’ critical thinking and ability to apply and adapt theories to case
studies in international marketing. In exploring the international marketing mix, students will
enhance their managerial confidence in operating in increasingly diverse and less understood
environments, develop their awareness of cultural issues in international marketing and also the
impact of ethical issues and corporate social responsibility in international markets. At the end of
the module, you will be able to:

• Critically understand the key theoretical concepts of international marketing;
• Critically appreciate the difficulties of conducting marketing activities in foreign
  markets;
• Critically understand the management of an organisation’s marketing mix elements in
  international marketing contexts;
• Critically examine the various international marketing strategies employed by businesses in
  global markets;
• Critically study the application of international marketing concepts to real business cases;
• With appropriate self criticality, develop a range of generic skills relevant to the needs
  of existing and future managers, executives and professionals, irrespective of their sector
  of operation. These will include analysis and synthesis, oral and written communication,
  computing/IT literacy, critical reasoning, data analysis, organisation and planning, problem
  solving, independent and group working and research skills;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.

The module initially introduces the principles of services marketing. The services sector, such as
telecommunications, financial services, hospitality, transportation services, healthcare, and
professional services, accounts for over three-quarters of Gross Domestic Product and employment in
most developed countries. In light of the growing importance of services in local and global
economies, it is important to understand the functionality of service offerings. This module will
explore the distinctive characteristics of services and explore how these characteristics affect the
marketing approaches used by organisations. At the end of the module, you will be able to:

• Critically explain how the services sector operates in developed economies;
• Critically define and illustrate the main components of services marketing theory;
• Critically appraise the way in which services marketing theory can be practically applied in the service sector;
• Critically develop and justify alternative marketing approaches that can be used by service managers;
• Be able to present material relating to the topics both verbally and in written form and with a level of criticality consistent with learning at MQF level 6;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional regulatory compliance requirements as set out by national and international bodies.

Each student will be guided on a one-to-one basis by an appointed supervisor on how to identify an
appropriate research topic, an appropriate approach to adopt in seeking to address the agreed
research question and how to apply relevant research philosophies and strategies. Students will be
expected to be able to justify identified research questions and test emerging research hypotheses.
The module necessarily seeks to build on BABM19. At the end of the module, you will be able to:

• Manage and transform a research proposal into a research study that has the potential to add
  value to the area being explored;
• Manage the planning of a research project, taking into account potentially complex and
  unpredictable situations, and including research milestones;
• Undertake an analytical literature review in the chosen discipline area and, from this
  review, prepare an appropriate bibliography;
• Understand and explain the relevance of differing philosophical perspectives and understand
  the main research paradigms which are significant for a business research project;
• Understand the importance of research ethics at each stage of a research project, having
  regard to, for example, the principles of data protection and data management;
• Review and apply knowledge to determine appropriate sampling techniques for a variety of
  differing research scenarios and be able to justify their selection;
• Manage complex techniques to gather secondary and primary data and apply the knowledge,
  skills and understanding gained to an actual research project;
• Make a contribution to professional knowledge and practice through the output of the major
  project;
• Demonstrate an advanced understanding of relevant ethical expectations and any professional
  regulatory compliance requirements as set out by national and international bodies.