Bachelor of Science in Marketing

If you’re an inquisitive learner, this is the programme for you. Built on the underlying principles of accessible learning, simple-to-navigate content, and studying while having fun, this programme has been designed with a range of integrated knowledge and skills development approaches to encourage learning, including pre-recorded videos, readings, formative discussion forums, formative multiple-choice quizzes (MCQs) and online tutorials. Hyperlinks are embedded to relevant book chapters, journal articles and worthy topical news items.

Each 30-credit module comprises weekly topics, corresponding to the key content items detailed in the module descriptors, and equating to approximately 10-12 hours of directed learning per week. In addition, an assessment revision unit is included as a capstone to each module. You will also be encouraged to share and construct knowledge through participation in discussion forums and the live tutorials with 6 per module.

Stage 1 – four compulsory modules:

Foundations of quantitative methods for sustainable organisations In this module, you’ll be familiarised with quantitative studies and how they are and can be employed in management, economics and for sustainable business. Main topics of the module include:

• Data presentation
• Measures of central tendency and variation & index numbers
• Probability and probability distributions
• Political economy
• Natural resource economics theory
• Sustainability and climate change

Interpreting management, market and consumption In this module, you’ll be introduced to marketing in the context of interpreting management, as both an academic discipline and as practice. Main topics of the module include:

• The marketing system under capitalism
• Brands and branding
• Marketing beyond profit
• Critical thinking, reading, analysis and organisation theory
• Organisation theory
• Modernist organisation theory

Information systems and organisation studies This module offers an introduction to information systems and organisation studies. Main topics of the module include:

• Information systems and employability
• The e-business and collaboration
• Databases and information management
• Fundamental issues in organisation studies
• Managing and managers
• Organisational culture

International business and accounting In this module, you’ll be introduced to the subjects of international business and accounting. Main topics of the module include:

• Globalisation
• Foreign direct investment (FDI)
• Trade flows and international trade theory
• Measuring and reporting financial performance
• Analysing and interpreting financial statements
• Making capital investment decisions

Stage 2 – four compulsory modules:

Employability and human resource management

This module introduces career development and human resource management. Main topics of the module include:

• Skills and skill development
• Using social networks in your job and internship hunt
• Networking, postgraduate study and your career service and beyond
• What is HRM?
• Strategy and HRM
• HR planning

Strategic management and accounting This module introduces strategy and the use of accounting information by managers in organisations. Main topics of the module include:

• Strategy and strategising
• Historical threads in strategy development
• Mergers, acquisitions & alliances
• Introduction to management accounting
• Cost-volume-profit analysis
• Strategic approaches to performance management

Operations management and marketing strategy This module examines operations management and marketing strategy. Main topics of the module include:

• Design of the operations network
• Operations strategy
• Inventory planning and control
• Marketing analysis
• The competitive environment
• Using the segmenting, targeting and positioning model (STP)

Marketing research and digital consumer culture This module examines marketing research and digital marketing. Main topics of the module include:

• Planning research: defining problem, brief and proposal
• Secondary data: nature and sources
• Managing data collection
• Fundamentals of digital marketing (DM)
• DM and consumer culture
• DM strategy & implementation

Stage 3 – three compulsory modules:

Integrating management: business, leadership and innovation

This module draws together what you’ve learned over the entire programme. Main topics of the module include:

• Introduction - the business context, reputation and responsible management in the 21st century; Introduction 2 – sustainability, responsibility and ethics
• Implications of and for strategic management
• Innovation as a core business process
• Building the innovative organisation
• Design, innovation and entrepreneurship
• Leadership and innovation failure

Contemporary issues in consumer behaviour and global marketing This module develops a critical understanding of consumer behaviour and global marketing. Main topics of the module include:

• Consumer choice and consumer rationality
• Perception
• Attitude, beliefs and motivations
• Understanding the global marketing environment and some selected dynamics
• Global marketing, globalisation and neo-colonialism
• Global orchestration of ‘consumer behaviour’

Brands, branding and advertising This module develops a critical understanding of branding, and will provide you with a strategic perspective on contemporary marketing communication. Main topics of the module include:

• Introduction to brands and branding
• Evolution of branding
• Characteristics of brands and rationale for branding
• Advertising and promotion under media convergence
• The changing landscape for advertising under digitisation
• Advertising theory—alternative understandings of advertising effect

Optional Stage 3 modules:

International human resource management This module examines practical examples and the latest research in human resource management (HRM). Main topics of the module include:

• International human resource management
• Introduction to international HRM
• International staffing policy in multinational corporations (MNCs)
• Organisational structures of multinational companies
• Culture and IHRM
• Skills, knowledge and organisational learning: national differences
• Cross-border mergers and acquisitions

The individual at work and globalisation Gain an overview of contemporary subjects of interest in the field of organisational behaviour and examine the impact of globalisation on work. Main topics of the module include:

• Identity at work
• Job design and remote work
• Teamwork and virtual teams
• Capitalism, nations and globalisation
• The nature of work, labour process theory and globalisation
• Employment relations – from Fordism to neo-liberalism, waged labour to entrepreneurs

Emerging markets and Asia Pacific business This module examines emerging markets’ commercial realities and national cultures within the context of a global economy. Main topics of the module include:

• Emerging markets and the global economy: History and Development
• Global production chains
• Business groups and networks
• The ‘Miracle’ of the Asia Pacific?
• The Asia Pacific and the Global Economy: History and Development
• Banks and Financial Markets