Operating in a rapidly changing and increasingly complex global environment, businesses are a fundamental part of modern society, supplying the products and services we need. Graduates who not only understand the operations of modern business, but can also spot and capitalise on market opportunities are therefore in high demand.
Our course allows you to study a broad range of business subjects together with more focused marketing-speciﬁc topics. You will explore consumer behaviour and analysis, and have the opportunity to learn how this insight and more can be used to inform the planning and implementation of marketing programmes. We cover the full range of marketing skills – from digital marketing and social media to traditional print – and consider other business skills such as innovation and change.
Alongside exploring marketing theories and strategies, this course aims to combine theory and practice, and benefits from a focus on practical marketing skills. There will be group projects designed to develop advertising campaigns and hone your analytical skills using simulation games, such as marketing management games designed to develop your understanding and command of the marketing planning process.
The business modules aim to expand your skills and knowledge of the development and operation of business markets, entrepreneurship and the management of key resources, including human capital, financial management, strategic management, corporate social responsibility and organisational change.
As part of the Chartered Institute of Marketing’s (CIM) Graduate Gateway scheme, you can gain certain key exemptions for professional qualifications with the CIM upon successful completion of the course, which could help you to complete further qualifications in less time after graduating (subject to additional fees, and direct application to the CIM). Please refer to the Exemptions section for further information.
As experienced practitioners, a number of our staff have spent time in industry prior to joining academia, in roles such as marketing executives, managers and directors of private and public sector organisations. They aim to bring knowledge of all the latest marketing tools and techniques – like Google Analytics and the online content creation tools currently proving popular in digital marketing. Some are recognised both nationally and internationally in their respective fields of specialism, publishing their research in high quality academic journals, including the Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour to name but a few (please note staff are subject to change).
Alongside academic expertise, and to monitor emerging sector trends and challenges, there is a high degree of practitioner input. Guest speakers from industry are invited to give talks about their experiences, which in previous years, have included speakers from McCann Erickson, ITV Studios, Millward Brown, Marstons and the Mixed Reality Studio among others (guest speaker events are subject to availability).