Marketing BA (Hons)

The purpose of the module is to introduce business analytics to the non-specialist. The course aims to provide a broad understanding of descriptive, prescriptive, and predictive techniques in business analytics. It will also provide students with the ability to derive and understand a variety of graphs and statistical models which can be produced in Excel, and which provide a means for managers to make intelligent use of analytics for management, operations, and business decision-making.

This module provides students with the opportunity to learn about how and why consumers and organisations select and buy services and the implications for marketing practitioners. The module is taught through lectures and seminars and is assessed through a group project and individual reflection. The group project involves working with marketing students from international universities (including Xi’an Jiaotong-Liverpool University (XJTLU)) to use consumer behaviour theory to identify cultural differences between the UK and China and the individual reflection will give students an opportunity to reflect on this experience of cross-cultural working.

The aim of this module is to introduce the core principles of economics (both micro and macro), to develop models and economic perspectives relevant to business students and demonstrate how modern economics can illuminate the problems that businesses face on a day-to-day basis.

The module is an introduction to the fundamental principles of marketing. The module aims to bring contemporary marketing perspectives to life for students new to the concept of marketing. The content of the module is underpinned by marketing theory, with an emphasis on application.

Whether pursuing a career in marketing or in supply chain management, modern business professionals have to be well versed in the language of accounting and finance. This module aims to equip a non-specialist audience with a solid understanding of the key principles of financial reporting and management accounting. Students will first learn how firms measure and report their financial position and performance, and then engage in analysis and visualisation of real data using financial ratios. The module will also introduce students to a number of fundamental managerial decision-making techniques, such as cost-volume-profit analysis, simple costing models, budgeting, and capital investment appraisal methods.

The module provides students with a grounding in practical and theoretical perspectives on historical and contemporary forms of management. It explores how organisations address their major challenges by drawing from tried and tested methods, as well as more innovative practices. Students are encouraged to question common sense assumptions about management, and to identify creative and sustainable practices in organisations.

​ This module aims to introduce students to the academic and professional skills they will require throughout their university career and beyond. Students will examine the tools and techniques necessary to examine and evaluate both qualitative and quantitative data and gain an understanding of how these are relevant in the modern business environment. The module will also provide an opportunity to develop key professional skills needed in the corporate environment.

This course examines the international business environment through a combination of theoretical instruction and empirical (real-world) case studies. Students will be introduced to the key theories used to explain how and why internationalization occurs. Half the course is also devoted to the examination and discussion of real business cases. Students will gain a solid understanding of the international business environment and be able to apply theory to practice. This module aims to provide students with a foundation in the theory and practice of international business and the global business environment. The module equips students with the knowledge and understanding of the extant international business theories, research and practice, which are needed to appreciate the internationalization strategies of firms and the global business environment within which firms operate.

This module introduces students to the graduate recruitment process by providing them with the skills required to secure a work placement or summer internship. It also provides the opportunity to acquire, develop and apply these skills.   

The module aims to provide students with the knowledge and skills required to design, launch and manage a brand. The distinctive features of this module are to deploy an array of innovative teaching methods to develop an appreciation of branding practices and strategies by applying theoretical concepts and marketing models to practical activities and allow students to design and deliver a new brand. Through this module, you will gain a unique insight into critiquing local and global brands, understand how brands operate in an international context and have the opportunity to develop your own new brand. You will be equipped with theoretical knowledge and an understanding of how brand management strategies are used when managing both new and existing brand portfolios. The module will be delivered across the whole semester via lectures (12x 2hr lectures) and seminars (5x1hr seminars- alternate weeks). The methods of the assessment for this module are a group report (40%), an individual assignment (50%) and Assessment Centre (10%). 2nd year marketing students will also have the opportunity to participate in a marketing programme field trip (in semester 2). Some exciting field trip destinations include, Antwerp and Valencia, Spain.

This module develops awareness of the value of marketing communications in enhancing organisational effectiveness.

This module seeks to highlight the role of, and need for, market research in supporting marketing decision-making. It involves a range of teaching strategies built around online learning activities (e.g., videos) and case studies. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles. It is assessed through two pieces of coursework. The coursework involves a group desk research infographic and the completion of a group project which is designed to put market research techniques into practice.

This module will introduce you to the exciting world of retail marketing, opening your eyes to the competitive and continual demands of an industry that is in constant flux! Think you have what it takes to be a retailer in the future? This course will give you the cutting edge knowledge you need to holistically understand and analyse retail practices. There is a lot more to it than pile em’ high sell ’em cheap (although this works well for Walmart, the worlds biggest retailer who took lots of products out of their packaging to make them cheaper and take up less space on the shelves….learn facts like this and many more in this module).

This module focuses upon ways in which services marketing is distinct from tangible goods marketing, highlighting a range of concepts and frameworks to highlight such distinctions.

As organisations are becoming increasingly engaged in addressing the global challenges of creating a more sustainable and just society for present and future generations, this module aims to provide students with the knowledge and skills to understand ethical concerns in relation to marketing, sustainability, and corporate social responsibility. The module will make students familiar with a range of recurrent issues arising at the interface between ethical marketing, CSR and sustainability. The UN2030 sustainable development goals are also embedded throughout the module. To prepare students to become responsible marketers and global citizens, the module seeks to improve students’ skills in identifying and analysing ethical and sustainability-related issues that marketing professionals face. The module contributes to society by enabling students to reflect on how their actions, as well as wider marketing activities, have social, cultural, environmental and economic impacts. Students will develop critical thinking skills which enable them to act in a sustainable, responsible manner, as global citizens and marketing practitioners.

This module aims to develop students’ academic skills, by providing them with an awareness of the main methodological approaches, tools and techniques (both qualitative and quantitative) that are necessary to use to produce a credible piece of research. The module will also offer students an opportunity to gain some valuable problem-solving skills, and some practical experience of conducting interviews and of analysing quantitative data using, for example, Excel, and Nvivo, with a view to further develop their employability skills. Student who intend to undertake a final year independent project (whether in the form of dissertation or consultancy style project) will particularly benefit from the methodological training and academic guidance provided in this module.

The module introduces students to entrepreneurship, introducing and challenging key assumptions. The intellectual curriculum is accompanied by practical exercises aimed at developing entrepreneurial ideas with support from business mentors.

​ This module will introduce students to the many forms of enterprise and entrepreneurship that exist. Entrepreneurship is often presented only in a limited format, with a key ‘heroic’ entrepreneur taking risks and achieving business growth usually measured by monetary gain. While this classical approach tends to glorify entrepreneurship in certain ways, ignoring how difficult it is to build a business for profit, it also marginalises many other forms of enterprise. Better ways of ensuring the enterprise is a success can be founded in sustainable forms of entrepreneurship. In this module students will gain new knowledge about what these others types of enterprise are, how they are formed and why they are pursued. For instance, social enterprise tends to focus on a pursuit of a social mission first and foremost, with social entrepreneurs being diverse in their motivations. Collective forms of enterprise may seek to redistribute profits amongst a community of members, such as through a cooperative organisation while entrepreneurship in low income communities may well be a catalyst to other forms of capital building, such as social and human capital. Students will be able to learn that engagement in enterprise is based on a wider set of motivations than merely individual monetary gain and that successful entrepreneurship can be defined in many ways. The module will act as a good foundation for the third-year model, Social Enterprise.

Innovation and entrepreneurship draw together key themes relating to the development of new products, new processes and new organisations in the business environment. Innovation is strategic when it is consistent with a corporation’s mission, vision and values and is created to enhancing the strategic positioning and/or competitiveness of organisations. This module deals with the principles underpinning innovation and entrepreneurship in the context of a global business environment.
In this module students will gain a deep understanding of the role of strategic innovation activities in various organisational settings as a tool to developing a longer-term entrepreneurial culture. It will focus on comparing methods of best practice for entrepreneurial innovation developments and how these are utilised in practice using case studies and simulated examples.
The module draws on both theory and practice from a range of sub-disciplines and areas of study, including examples of innovation within large public and private sector organisations as well as smaller technology-based organisations both local and international.
Whilst the module provides theoretical insight into innovation and entrepreneurship, students will also be encouraged to identify best practices in the management of innovation and entrepreneurship in organisations.

This module delivers an outlook of issues of international finance, such as parity conditions, currency exposures/management and international capital markets; especially focusing on the financial management of multinationals. The groundwork is based on fundamentals of finance which provides an introduction to the core principles of finance, valuation and financial decision-making, within the domestic setting and then expands to the international setting.

Operations management is all about how businesses create and deliver products and services, making it a key function of business. This module aims to introduce a range of operations management tools and techniques to students and considers their application to contemporary business environments. The module focuses on organisational level operations managements, encouraging students to consider the tools and techniques used to direct, design, deliver and develop operations management in both manufacturing and service contexts. Real world business examples are used throughout the module to explore principles in practice. Students on this module will develop an understanding of how the design and delivery of operations can be optimised to help a business to achieve competitive advantage. Students are introduced to topics such as lean, sustainability, supply chain management, process design and layout.

This module gives an overview of some very basic economic principles as it applies to the firm and its environment. It equips the student with the knowledge and skills necessary to understand and evaluate internal and external factors that influence the strategic decisions made by the firms. This includes the analysis of the nature and behaviour of firms in international markets. It is designed for non-economists such as Business Studies students . Explanations are sometimes based on very basic diagrams and students are expected to have GCSE level maths.

Business strategies and behaviour are part and parcel of dynamic interactions between a wide range of actors in the world economy. This module aims at producing the basic knowledge and skills for understanding that interaction, taking into consideration firms but clearly examining also other types of actors such as states, international organisations, labour and social movements. It does so by asking three sets of interrelated questions. Firstly, why do businesses internationalise their operations? What, and in relation to whom, can they gain from doing so? Secondly, how do transnational corporations operate across borders? How do these operations contribute to patterns of international development? Are these patterns smooth and harmonious (simple globalisation) or uneven? Thirdly, what is the current (and future) context in which transnational enterprise takes place? Recently, the 2007-09 global economic and financial crisis, the 4th Industrial Revolution, the climate change crisis and the global health crisis have transformed the dynamics of the world economy in a number of ways, and the module aims at enhancing knowledge of this new context of business. The module will also consider key phenomena ranging from the role of the BRIC economies in the future international economic order to gender. Throughout the module, we will consider political (power) and ethical issues, as they are fundamental to understanding the world economy, past, present and future.

In a globalised world, companies of all kinds are no longer limited to producing and selling their goods and services in domestic markets. They explore global markets and operate across national borders. What challenges do companies face as they operate in multiple nation-states? How are they different from the domestic companies? How can multinational companies (MNCs) be managed effectively in order to stay competitive in the global market? This module aims to produce the knowledge and skills for students to address these questions. The module is structured into three parts. The first part discusses globalisation and MNCs, providing an overview of the changing landscape of the global economy. The second part focuses on the challenges that faced by MNCs with an analysis on the complex and often conflicting external environmental factors that shape the strategy and management of MNCs. The third part discusses how MNCs manage these challenges, exploring different strategies and practices that managers could consider in managing operation, talents and knowledge across borders.

This module provides an overview of what workforce equality, diversity and inclusion (EDI) are and their relevance and usefulness in improving the understanding and management of people at work. Today’s workplace is changing due to a number of factors including an ageing population and increases in the number of women and ethnic minorities. As a result, there is a need to effectively understand and manage EDI in organisations in order to create an inclusive workplace that meets organisational outcomes. A number of issues that managers of a diverse workforce face are explored. In particular, issues such as gender, age, ethnicity, disability, religion, sexual orientation and intersectional identities are discussed. Two key approaches towards EDI are reviewed: the social justice case and the business benefits case. The module also explores a range of EDI related concepts and topics such as social identity, stereotyping and discrimination. It also considers the protected rights of employees covered by UK legislation as well as international legislative drives and policies.
Successful students will develop their understanding of the field of EDI and their own personal position within it. They will also inform their practice as future managers from both research and practitioner perspectives.

The aim of MKIB355 is to further develop the fundamental knowledge of marketing, disseminated in previous modules, and to provoke critical thinking. It provides an opportunity for students to consider how the activities of marketers impact on society. Readings and discussions provide an in-depth and intriguing examination of contemporary issues. Further aims include seeking to develop: students’ intellectual and imaginative powers; students’ understanding and judgement; students’ problem-solving skills; students’ ability to communicate and students’ ability to perceive marketing in a broader perspective. The course is interactive and involves critical discussion of the learning materials and readings during seminars.

​The module builds on previous marketing related modules but as the title implies encourages students to think strategically about marketing in practical terms and in a theoretical context.  Students will be assessed by individual assignment where they are required to implement a strategic marketing plan for a real life company. 

This module provides students with an opportunity to explore relationship marketing (RM), a school of thought that emphasises customer retention as a strategy for creating long-term benefits for both suppliers and customers. RM in both business-to-consumer (B2C) and business-to-business (B2B) contexts are included. Students will develop an appreciation of the benefits of RM and how companies might develop such an approach. Assessment for the module comprises an exam and group assignment, the latter comprising a presentation and report on a company of the group’s choice.

We are living in an ever-evolving digital age where data is becoming of paramount importance. Marketers are increasingly required to develop a strong appreciation for how digital marketing analytics manifest in the real world. This data is collected via a variety of formats and impacts us as consumers and our daily life. Companies and indeed brands are seeking more detailed insights about their target market/s more than ever before. Data could stem from firms’ websites, online advertising accounts, and social media accounts. Through this module, students will gain a better understanding of how data is collected, analysed, and interpreted in order to make appropriate marketing decisions. This module takes a B2B and B2C perspective in an attempt to equip students with the theoretical rigour and practical digital marketing skills that will allow them to excel in industry and beyond!
The module involves certain quantitative concepts , techniques and contemporary software (e.g. R Studio), and, therefore, is particularly interesting for students who want to add these components to their strategic and qualitative marketing knowledge and skills set. However, the module does not require advanced quantitative skills. It is meant to be introductory and hence a general interest in the subject area and motivation to engage with the concepts, techniques and software is sufficient.

The purpose of this module is to provide students with an in-depth understanding of the theory and practice of management in a critical context. The module draws on a broad range of critical social science theory that questions received wisdom on management and the view that management is a purely ‘neutral’ technical-rational practice. The module challenges this view by looking at issues of performativity, and the ideology and politics of work organization and management practice from a range of critical perspectives. It traces the history and development of management as power, control and domination in organizations from its origins through industrialization to its current post-industrial/ postmodern setting.

The internet has rapidly become a basic human need and critical social lifeline. People are judged by how many TikTok views and Instagram followers they have, house prices fluctuate based on area WIFI connectivity levels and business is conducted ubiquitously through online systems. But what has happened to the role of marketers in the light of these changes? Is marketing dead to the power of the algorithm? Through the transparency and force of social media, companies are now more accountable for their behaviour than ever before. Businesses also have unparalleled access to their consumers. Artificial intelligence is enacting on us in ways we do not fully understand. Join me in this exciting module which takes a cultural perspective on the digital environment. During this intellectually stimulating course we will learn to listen to consumers online, go behind the scenes of social media, and consider the sustainability of the online marketing environment.

The dissertation module offers the opportunity to conduct an extended study on a theme relevant to Business Studies students. It will develop and enhance your ability to:

Utilise bibliographical software;

Produce systematic literature reviews;

Analyse and synthesise a body of knowledge;

Critically evaluate contrasting perspectives on all aspects of business.

Introductory workshops will offer initial instruction on completing the dissertation and each student will be allocated a supervisor. As with any dissertation, much emphasis is placed on independent study.

The module provides a context for business subjects already studied (eg marketing) and incorporates additional subjects, for example project management, quality management, law and planning. It also provides an analysis of the market in which the sector operates. The emphasis is on practical skills and the module draws on relevant theory. Visiting speakers relate theory to practice. There is an assignment that focuses on event skills and a formal exam.

This module gives students an up-to-date coverage of global strategy and hands-on experience putting theory into practice. It sets new approaches such as institutional analysis alongside more traditional approaches based in economics and management. It also gives considerable attention to competition in and from emerging economies. At the end of the module, students are able to critically analyse the challenges and opportunities that a multinational enterprise (MNE) faces and the context in which these organizations make decisions. Assessment is through an individual report submitted at the end of the module.

​The independent study module is a self-directed research project which includes any developing area of marketing .

The independent study module is a self-directed research project which includes any developing area of marketing. ​

This module provides a detailed coverage of the nature and determinants of the pattern of world trade and financial, capital and labour flows. The module also aims to provide students with a critical appreciation of why conflicts arise between nations due to international economic activity and what policy options are most appropriate for countries both individually and cooperatively to adopt. Throughout the module emphasis is placed upon the role of theory in enhancing understanding of the key issues in international economic relations.

The module introduces students to core theories and current issues and developments concerning knowledge management with the aim of fostering innovation. Students will learn how to analyse and critically evaluate the subject matter and apply it to diverse organisational environments.   

All decisions involving uncertainty run the risk of failure. This module examines why people and organizations sometimes make unwise decisions and how to make better decisions.

The module introduces students to social enterprise. Through lectures, field visits to practicing social enterprise and working on a practical project students will learn about the scope of the work undertaken by social enterprise including their legal and financial structure, their need for a social mission and the policy environment in which they exist.

The aim of this module is to develop and enhance students’ critical understanding of the key issues surrounding the contemporary football sector. Students will develop a critical understanding of how economics, finance, marketing and other business and management disciplines can be used to analyse features of the football business sector. Furthermore, various concepts and theories from the aforementioned disciplines will be used to analyse critically decision-making within the sector. Where appropriate alternative outcomes will be considered that might improve efficiency and effectiveness within the sector.

The module provides an analysis of the charity sector in the United Kingdom focusing on fundraising skills including bid writing; event organisation, volunteer management; corporate giving; strategic planning; community fundraising; and donor management. Contexts such as personal giving, social media and taxation are also considered. Visiting speakers from the sector relate the theory to their charities. Assessment is through an assignment and also a time constrained exam.

The module gives an overview of the subject from the perspective of principles and practice. The first part of the module provides an overview of perspectives and explains the centrality of strategic purpose. The second part is about strategic analysis and covers strategic objectives, and the analysis of the external and internal environments. The third part covers business, corporate, and global levels of strategy. Finally, the module explains implementation: covering strategic actions and performance management.

This module will provide an advanced, albeit non-technical, critical understanding for students with a variety of academic backgrounds of a number of current issues faced by both academics and practitioners in the area of finance for development. These will include, for example, trying to answer the question of whether foreign aid works, the impact of multinational firms upon the economy of host countries, the evolving roles of the IMF and World Bank and whether microcredit really provides a “silver bullet” solution to poverty. The module will also cover the main principles of Islamic Finance. This a very strongly research-led module. Finally, the module will have a developmental form of assessment in the form of a research-based proposal for a new textbook that will allow students to revisit the knowledge they have acquired in the module from a perspective of their choice like, for instance, de-colonisation of the curriculum, sustainability, environment, fintech, financial inclusion, gender.

The Corporate Communications module seeks to raise awareness of the importance of language and communication in business and management contexts. Students will develop a deep understanding of internal and external communications and how integrated communications serve to benefit organisations. Within the module students need to be prepared to develop a number of transferable skills. Importantly, students will need to undertake both independent research and apply communication, marketing and sociolinguistic theory to the business environment. Assessment is via an individual written report and the production of a group presentation.

This module provides students with the necessary tools, techniques and analytical skills required to strategically manage new and existing projects, within the current uncertain business environment. The module seeks to provide participants with a broad understanding of the key project management elements such as: project scheduling, resource budgeting, quality assurance and risk management / mitigation, all of which provide measurement of institutional project performance. It addresses the principal techniques used to identify, assess, measure, control and manage projects and their associated risks.

An understanding of international marketing is crucial in today’s increasingly international marketplace. International marketing activities must be planned, coordinated and integrated whilst recognising the need to understand the complexity of international environment when devising a strategy for market selection, market entry, and marketing mix. Graduates will often interact with international clients and therefore, this module aims to address the importance of having an international marketing understanding. It examines how a firm internationalises the marketing function, looking in detail at how to design and implement an international marketing plan including identifying the need for internationalisation, conducting global market research, selecting the international market, choosing effective entry modes, planning marketing mix in the target market, and coordinating global marketing program.