Marketing BA (Hons) Add to your prospectus

  • Offers study abroad opportunities Offers study abroad opportunities
  • Opportunity to study for a year in China Offers a Year in China

Key information


  • Course length: 3 years
  • UCAS code: N500
  • Year of entry: 2018
  • Typical offer: A-level : ABB / IB : 33 with no score less than 4 / BTEC : D*D*D
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Module details

Programme Year One

In the first year, students are introduced to both the fundamentals of management studies and the basic concepts and skills necessary for a broad understanding of the marketing environment.

Year One Compulsory Modules

  • Introduction to Accounting and Finance (non-specialist) (ACFI107)
    Level1
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting100:0
    Aims
  • A framework to allow understanding of the structure and contents of the key financial statements of business organisations;
    1. ​An understanding of the basic principles of financial accounting;

    2. ​An understanding of the basic techniques of preparation of such statements;

    3. ​The ability to analyse firm performance and position using financial ratios;

    4. ​An understanding of basic costing techniques in order to facilitate managerial decision-making;

    5. ​Comprehension of the role and structure of budgets in an organisation;

    6. ​The ability to apply various investment appraisal techniques in order to make capital investment decisions.

  • Learning Outcomes

    Students will be able to explain the nature and roles of accounting and finance;

    ​Students will be able to identify the main users of accounting and discuss their needs;

    Students will be able to ​distinguish between financial and management accounting;

    ​Students will be able to explain the nature and purpose of the three major financial statements;

    ​Students will be able to prepare simple balance sheets, cashflow statements and profit and loss accounts from relevant financial information;

    ​Students will be able to use ratios to analyse the financial performance and position of a business;

    ​Students will be able to explain the relationship between costs, volume and profit and conduct break-even analysis;

    ​Students will be able to deduce the full cost of a unit of output in a single-product environment;

  • Students will be able to define a budget and show how budgets, corporate objectives and long-term plans are related;

  • ​Students will be able to construct simple budget from relevant information


    ​Students will be able to identify and apply the four main investment appraisal methods used in practice.

  • Economic Principles for Business and Markets (ECON127)
    Level1
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting80:20
    Aims
    1. To enable students to demonstrate an understanding of the core principles of microeconomics including:

      • The dynamic nature of supply and demand
      • The efficient opperation of markets and when they fail
      • How firms reach output decisions, interact and attain levels of profit under different market conditions
    2. ​To enable students to demonstrate an understanding of the core principles of macroeconomics including:

      • The aggregation of demand and supply in the economy to measure an economy''s output;
      • The business cycle and behaviour and interaction of the big macroeconomic indicators: Growth; Unemployment; Inflation; Balance of payments & Exchange rates;
    3. To enable students to demonstrate an understanding of the global economic environment

    4. ​To enable students to understand the impact of modern economics on day-to-day business operations

    Learning OutcomesAn understanding of the central economic problem (scarcity) and the nature of economics;

    ​An understanding of how the market price of goods and services is determined by supply and demand and how markets respond to changes in circumstances, measures of responsiveness and price control;

    ​An understanding of how firms’ costs of production and revenue are considered to find points of profit maximisation;

     

    ​An understanding of different Market environments – Specified by degree of competition in industries (perfect competition, monopoly, monopolistic competition, oligopoly); as well as strategic interactions arising such as game theory and price discrimination;

    ​An understanding of why markets fail to achieve social efficiency;

    ​An understanding of the theory of the whole economy 1 (macroeconomic objectives; the national income);

    An understanding of the theory of the whole economy 2 (aggregate supply and demand, short-term fluctuations, economic growth); ​An understanding of the global economy, the gains from international trade as well as the arguments for restricting trade.
  • Business Statistics (ECON154)
    Level1
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting100:0
    AimsThe purpose of themodule is to provide an introduction to business statistics for thenon-specialist.  The course aims toprovide a broad understanding of the nature of variability and why it is anissue for managers.  It will also providestudents with the ability to derive and understand a variety of graphs andstatistics which can be produced in Excel and which provide a means formanagers to make intelligent use of statistics in the process of management anddecision-making.

    Learning OutcomesExplainthe nature of variability and why it is important for managers

    ​Describeand analyze data using graphs and summary statistics

    Explain basic principles of sampling and apply them to management contexts

    ​Model data using standard probability distributions

    Describe and analyze attribute data

    Explain the nature of random sampling error and the need to place a margin of error around estimates

    Calculate a margin of error to place confidence limits on estimates

    ​Explain and interpret control charts and propose appropriate improvement strategies

    Analyze the relationship between quantitative variables using simple regression and correlation techniques

  • International Business Environment (MKIB152)
    Level1
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting100:0
    AimsStudents will be both introduced to relevant theoretical and conceptual frameworks and given a firm empirical understanding of the international business environment. The module will enable students to understand the challenges of international business and develop their knowledge and skills in the strategic issues multinational firms face. 

    The module will also help students become aware of key political, socio-economic, and cultural dynamics and trends that characterize the globalized business environment. Finally, the module will cover the ethical and social responsibility consideration when doing business in a global scale.

    These aims will be achieved via a combination of lectures and seminars.

    Learning Outcomes

    ​Students will be able to develop an understanding of the principles underlying the internationalization of businesses

    ​Students will be able to develop an awareness of the current trends in international business environment

    ​Students will be able to developn understanding of the social, economic, political and cultural factors that influence international business.

    ​Students will be able to develop the ability to critically evaluate the internationalization strategies of firms and apply them in a practical context.

    ​Students will be able to develop an understanding of how diversity of moral and ethical norms in foreign locations affects key issues in corporate governance and corporate social responsibility.

  • Fundamentals of Marketing (MKIB153)
    Level1
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting50:50
    Aims

    The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets

    Learning Outcomes

    understand the nature of the marketing environment and its relevance for the organisation and marketing practice


  • ​specifically, to be able to undertake an analysis of customer and competitive environments

    ​understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

    ​identify and be able to apply key marketing concepts to aid marketing and business decisions

    ​be able to demonstrate an understanding of the pratical aspects and processes of marketing

  • Consumer Behaviour (MKIB155)
    Level1
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting0:100
    Aims

    Understanding how customers and consumers really behave has been highlighted as one of the fundamental issues which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. The module aims

    • to provide students with the means to develop a critical appreciation of the theory of consumer behaviour; in particular to evaluate the contribution of this knowledge to our understanding of marketing
    • to enable students to reflect on the relationship of this theory to marketing practice
    Learning Outcomes

    ​ evaluate the contribution of cognitive psychology to the development of our understanding of consumer behaviour

    ​identify the dimensions and limitations of a behaviourist perspective on consumer behaviour

    ​evaluate the role and significance of external influences on consumer behaviour, including culture and reference groups

    ​appreciate how an undertanding of consumer behaviour might be used to develop marketing strategy

    ​ develop critical perspectives on the use and importance of consumer research

  • Organisations and Management (ULMS151)
    Level1
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting60:40
    Aims

    The module aims to provide a comprehensive foundation to the study of management theory and its application in practice. It seeks to consider the conceptual frameworks relevant to the behaviour of individuals and groups in organisations, and the issues which are raised in their management.

    Learning Outcomes Students will be able to identify relevant characteristics of organisations in terms of structure.

    ​Students will be able to considerthe nature of differences between individuals andthe implications this has in organisation

    Students will be able to outline and evaluate theoretical approaches to motivation, job satisfaction and work design

      Students will be able todistinguish between management and leadership functionsin organisations

    ​Students will be able toexamine the role and functions of groups and teams inorganisations

  • Professional and Academic Skills for Business (ULMS115)
    Level1
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting0:100
    Aims

    ​This module aims to provide a solid base of academic and professional skills required for success at university and in the graduate career market.

    Learning Outcomes

    ​Students will be able to develop skills in sourcing and referencing data

    ​Students will be able to understand how to use an appropriate approach to analysing the data, interpreting the findings and developing an argument

    ​Students will be able to understand how to write for an audience

    ​Students will be able to understand their personal academic goals and how these fit with a professional future.

    ​Students will be able to manage time effectively in a stressful environment

Programme Year Two

Students take more theoretical marketing modules alongside business-related modules to further develop their knowledge of the modern business environment.

Year Two Compulsory Modules

  • Retail Marketing (MKIB230)
    Level2
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting50:50
    Aims

    The retail industry - namely, the business activity of selling goods or services to the final consumer - is an important element of most developed economies, and employs significant numbers of people.  Indeed, the power and influence of major retailers now greatly exceeds that of many manufacturers.  The key aim of this module is to provide an appreciation and understanding of the functions and challenges inherent in the management of retail organisations, including the management of a large assortment of products/services, the complexities and risks of selecting new locations and managing a store network, and managing a constant and direct interface with customers.

    Learning Outcomes

    Evaluate and apply consumer behaviour theory to the choice of stores and goods/services by consumers, and to the choice of suppliers and merchandise by retail buyers.​

    ​Evaluate appropriate frameworks for the strategic planning and implementation of retail activities.

    Evaluate and apply the evaluative criteria underpinning decisions relating to the location and management of a store network. ​

    Understand the nature and range of management decisions taken in the management of the retail marketing mix. ​

  • Services Marketing (MKIB255)
    Level2
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting75:25
    Aims

    Western economies are dominated by services. Indeed, more than two-thirds of the workforce in many countries are designated as service employees. Consequently, the broad aim of this module is to introduce students to the sub-discipline of services marketing. Throughout the module, students will be provided with the tools to critically evaluate the theoretical aspects of services marketing. At the same time, students will be expected to reflect on how theory translates into practice, and will be encouraged to select appropriate services marketing frameworks to analyse specific service organisations and sectors.

    The module stresses the distinctiveness of services marketing from tangible goods marketing. Practical application of theoretical services marketing material is examined within a diverse range of sectors including financial services, hotels, restaurants, airlines, universities, theme parks, and charities. Management of customer satisfaction and perceived service quality are themes that are interwoven into all of the components of the module syllabus. The module endeavours to provide a challenging and supportive learning environment for students by enhancing the key skills and subject knowledge appropriate to pursuit of a career in services marketing.

    Learning OutcomesDefine the nature, scope, and key characteristics of services marketing

    Critically evaluate theoretical frameworks and terminology drawn from the services marketing literature​

    Apply services marketing concepts that acknowledge the inherent distinction between (tangible) goods and (intangible) services marketing

    Apply extended marketing mix strategies appropriate to the objectives, resources, and environment of both profit and non-profit service organisations

  • Market Research (MKIB256)
    Level2
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting60:40
    Aims
  • To develop an understanding of the need for, and place of, market research in supporting marketing decisions
    • ​To develop a practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses

    • ​To develop the ability to critically evaluate the methodologies used in market research projects

    • ​Todevelop an understanding of ethics in market research

  • Learning Outcomes Understand the range of contemporary market research techniques

    Demonstrate an understanding of the handling and analysis of

    - questionnaire-derived data

    - qualitative data

    Apply their understanding of market research to

    - designing their own market research project

    - critically evaluate methods of market research that have been used in marketing projects

    ​Demonstrate an awareness of ethical issues, and questions of relevance in market research

  • Business Ethics S2 (PHIL270)
    Level2
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting0:100
    Aims
    1. ​To introduce and explain major contemporary perspectives on corporate behaviours.
    2. ​To introduce moral perspectives as they relate to managerial decision making and corporate structures.
    3. To make students familiar with a range of recurrent ethical problems arising in business.

    4. To improve students'' skills in identifying and analyzing ethical issues that managers and employees face.
    5. To give students practice in formulating, defending, and planning the implementation of action plans managing ethical dilemmas.  
    Learning Outcomes​​Students will be able to discuss the main theories concerning the place of ethics in business.
    ​​Students will be able to state the broad principles of, and discuss the strengths and weaknesses of,basic moral theories, such as consequentialism​​Students will be able to state and discuss the broad ethical principles concerning costs and benefits, the challenge posed by uncertainty, professional roles, profits and the right of shareholder interests, and affirmative action.
    ​​Students will be able to state and discuss the broad ethical principles concerning the obligations of complex organizations with respect to loyalty and whistle-blowing, insider information, customer responsibility, and corporate responsibility.

    ​Students will be able to state and discuss the broad ethical principles concerning social justice and executive compensation.

    Students will be able to consider an ethical approach as a basis for sustainable marketing.
  • Branding (MKIB202)
    Level2
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting0:100
    Aims

    ​The module aims to provide students with the knowledgeand skills required to design, launch and manage a brand.  The distinctive features of this module areto deploy an array of innovative teaching methods to develop an appreciation ofbranding practices and strategies by applying theoretical concepts andmarketing models to practical activities and allow students to design anddeliver a new brand. In addition, the module seeks to develop the ability toapply branding concepts/theories across a range of business sizes (e.g. SMEsand MNEs). The module assessments allow students to integrate theory withpractice and allow students to implement brand management and developmenttechniques in a real-life simulation exercise.

    Learning Outcomes

    ​Students will be able to develop an in depth understanding ofbrand-related theories in relation to local and international brands

    ​​Students will be able to develop a practical understanding of managing a brand

    ​​​Students will be able to appreciate and understand the importance of the strategic brand management process on building and maintaining brands

    ​Students will be able to demonstrate an ability to analyse critically and to undertake independent research

    Students will be able to demonstrate an ability to discuss and present work orally and to communicate ideas effectively​

    Students will be able to demonstrate an ability to work as part of a team​

  • Integrated Marketing Communications (KMGT678)
    LevelM
    Credit level15
    SemesterWhole Session
    Exam:Coursework weighting0:100
    Aims
  • To introduce the basic constructs of marketing communications and the promotional mix.

  • To understand and critically evaluate the advantages and disadvantages of various forms of marketing communications in the context of strategic marketing.

  • To examine the ways in which the various elements of the promotional mix can be integrated, and evaluate the various theories of communication and Integrated Marketing Communications (IMC).

  • To evaluate different perspectives relating to both the production and consumption of marketing communications activities

  • To critically examine the IMC planning ​

  • To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications.​

  • Learning Outcomes

    The nature and scope of marketing communications activities and decisions

    The strategic role of marketing communications.

    The potential range of IMC activities and current trends in IMC.

    New interactive / social media

    Theoretical perspectives around IMC and theories of communication.

    The marketing research processes through which marketing communications activities are evaluated

    The academic debates that surround the production and consumption of advertising and marketing communications.

    The theoretical and conceptual issues in different sub-areas of IMC and marketing communications.​

  • Entrepreneurship (ULMS252)
    Level2
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting0:100
    Aims

    The aims of the module are to:

    • provide experience of the nature of entrepreneurship
    • outline the role of entrepreneurship for the individual, enterprise and community      
    • provide knowledge of emerging issues in the entrepreneurial environment
    • demonstrate why innovation is key to differentiating small business start-ups
    • embed ethics in business as fundamental to a fairer entrepreneurial future
    • encourage an entrepreneurial identity in both self-employment and employee activities 
    Learning Outcomes

    Students will be able to develop the competences associated with entrepreneurship.

    ​Students will be able todevelop an appreciation of thedevelop an appreciation of thenumerous forms of entrepreneurship.

    Students will be able to develop skills in recognising opportunities and maximising their potential.

    Students will be able to demonstrate the link between entrepreneurship, innovation and business creation.

    Students will be able to appreciate the necessity of ethical business operations in entrepreneurship.

    ​Students will be able to understand how social value is an important aspect of entrepreneurship

  • Innovation and Entrepreneurship (ULMS259)
    Level2
    Credit level15
    SemesterFirst Semester
    Exam:Coursework weighting0:100
    Aims 

    Thismodule aims:

    -         to introduce students to the multi-disciplinary nature of innovation andentrepreneurship and their practical applications;

    -         to increase awareness of the importance of identifying innovation in the businessand management process;

    -         to provide students with a solid theoretical understanding of key issues relatingto innovation and entrepreneurship;

    -         to enable students to apply theory within case studies and to considerexamples from a range of global organisations;

    -         to develop a critical awareness of the main themes of innovation and entrepreneurshipin the public and private sectors including both product and service innovations;

    -         to enable students to develop a range of personal skills such as undertakingresearch independently and as part of a group, and communicating ideas effectivelyorally and in writing;


    - to expose students to varieties of enterprising behaviours and management styles influenced by organisational cultures.


    Learning Outcomes

    ​Students will be able to demonstrate an in-depth understanding of the role,value and function of innovation and entrepreneurship (internal and external) ina global business and management context.

    ​Students will be able to demonstrate a critical awareness of the main themes, key current issues and problems associated with innovation in public, private and international business/management environments.

    ​Students will be able to apply and integrate core theory to the business environment (in both local and international contexts) and specifically to the pressure for responding to expectations for innovation and entrepreneurship in all organisations.

    ​Students will be able to demonstrate an ability to undertake independent research, acquire and analyse data and information, evaluate their relevance and validity, synthesise a range of information and evaluate decisions and priorities in complex situations.

    ​Students will be able to demonstrate an ability to communicate effectively and concisely, orally and in writing.

    ​Students will be able to operate effectively as part of a team.

Year Two Optional Modules

  • International Business (MKIB225)
    Level2
    Credit level15
    SemesterSecond Semester
    Exam:Coursework weighting50:50
    Aims
    • The aims of the module are the productionof basic knowledge of both mainstream and alternative theories of whybusinesses internationalise and how they operate as transnational corporations. An understanding of transnational production in a holistic sense is key
    • key concepts explaining how international businessoperate

    • the (current) international economic order

    • therelationship between transnational corporations and inter states, labour,social movements, etc​
      Learning OutcomesThe ability to think analytically in the production of knowledge of the core debates relating to questions of why businesses internationalise and how transnational corporations operate.

      The ability to think analytically about the core debates on the current global economic and financial crisis and its impact on the international economic order and international business.

      The ability to read analytically a wide range of texts originating from numerous “disciplines”, assessing the strengths and weaknesses of different arguments. This is to enable the development of an analytical understanding of key approaches, both mainstream and critical, on these issues.

      Theability to undertake independent scholarly work, albeit in an assisted manner.​

      The ability to communicateknowledge, ideas and analysis clearly and concisely in both written and oralform.

      Theability to work autonomously and demonstrateinitiative, self-organisation and time management, to plan and evaluate independentlearning and performance, and to apply learning strategies to improveperformance.

      ​Theability to function effectively and cooperatively in group work

    1. International Management (MKIB253)
      Level2
      Credit level15
      SemesterSecond Semester
      Exam:Coursework weighting60:40
      Aims

      This module aims to introduce students to key issues in international business and management from the perspective of the multinational enterprise.

      Learning OutcomesExplain trends in foreign investment and the growth of the multinational enterprise (MNE) in different home economies
      Analyse key issues in the governance and decision-making processes of MNEs

      Evaluate the major considerations to be taken into account in MNEs in determining investment decisons

      Evaluate the reasons for the success and failure of MNEs including an understanding of the problems that may arise between foreign MNEs and host governments

      Appreciate the importance of and analyse the inter-cultural issues that managers of MNEs face

    Programme Year Three

    The final year of study consolidates knowledge and understanding through providing an opportunity for personal study and research, as well as modules that probe more deeply into critical and international marketing issues.

    Subject to performance in Year Two, final year students also have the opportunity to undertake an Independent Study Module, in which they research and write about a marketing-related issue of their choice.

    Year Three Compulsory Modules

    • Marketing and Society (MKIB355)
      Level3
      Credit level15
      SemesterSecond Semester
      Exam:Coursework weighting0:100
      Aims

      This course aims to develop fundamental knowledge of and about marketing as a field of study and provoke critical thinking about the field. It provides an opportunity for students to consider alternative approaches to the study and practice of marketing. Readings and discussions examine the historical development of marketing thought and theory, as well as contemporary issues, alternative perspectives, and critical insights. The course considers the philosophical foundations of marketing practice and marketing thought and issues of scholarship and science in marketing. The course is interactive and involves critical discussion of the readings during both lectures and student presentations.

      Learning Outcomes

      Support the development of marketing students as autonomous learners and independent thinkers.

      ​Extend the imagination to draw creative interdisciplinary links within a diverse field of study.

      ​Enable future marketing managers to engage with leading-edge theory in a positive and open-minded way.

      ​Envisage the impact of current and future trends on the role and implementation of marketing.

      ​To encourage further research and enquiry into the ''edges'' of the discipline.

    • International Marketing (MKIB356)
      Level3
      Credit level15
      SemesterFirst Semester
      Exam:Coursework weighting70:30
      Aims
    • To introduce students to the international environment for marketing

    • ​To build an appreciation of how they might go about buildinginternational activities

    • To introduce students to the concept of globalmarketing management;

    • ​To develop an understanding of the key types of international transitions

    • Learning OutcomesStudents will be able to identify the major changes in the international trading environment and their impact on the marketing activities of global businesses.

      ​Students will be able to develop marketing strategies appropriate to industrialised, developing and lesser developed economies, and identify and explain the relevant sources of information and analysis necessary to support the appropriate strategy.

      ​Students will be able to critically evaluate the mix decisions that need to be taken to support global marketing activity.

    • Relationship Marketing (MKIB362)
      Level3
      Credit level15
      SemesterFirst Semester
      Exam:Coursework weighting60:40
      Aims
    • To understand and evaluate the theories, arguments and schools of thought that advocate the creation of mutually beneficial longer-term relationships between suppliers and customers.
      • ​To develop an understanding of relationship marketing strategies, customer equity and the ''total customer experience''.

      • ​To understand the concepts of market-based and network-based relationship marketing.

      • ​To develop an awareness of the connections between relationship marketing and related areas such as direct marketing and customer relationship management.

      • To provide a mechanism for integrating marketing, operations management and human resource management literatures.

    • Learning Outcomes

      ​Understand the main theories of relationship marketing.

      ​Critique the relationship marketing strategies of organisations

      Critically appraise relationship marketing in business-to-consumer (B2C)and business-to-business (B2B) organisations​

    • Marketing Strategy (MKIB363)
      Level3
      Credit level15
      SemesterSecond Semester
      Exam:Coursework weighting70:30
      Aims

      Thismodule examines the strategic dimensions of marketing, the interface betweenmarketing activity, corporate strategies and tactics and the inter-relationshipbetween marketing activity and other functional areas of business. The aims ofthis module are to provide students with the following:

      •    A critical understanding of the theoretical andpractical aspects of the strategic processes around marketing activity
      •         Awareness and understanding of the strategic significanceof marketing
      •         An appreciation of the way that marketingintegrates with other aspects of the business model
      •         The conceptual and practical tools and models toundertake an internal and external marketing audit and analysis
      •         The conceptual underpinnings and awareness todevelop practical marketing plans
      •         An understanding of the impact of ICT and e-commerceon marketing strategy
      •         An understanding of the corporate and tacticalimpact of communications on the marketing process
      •         To develop a sound theoretical and practicalunderstanding of processes of marketing strategy formulation, implementationand control
      •         An understanding of the barriers that exist toeffective implementation of marketing strategy


      Learning Outcomes
      Students will be able to understand and critically appraise a wide variety of strategic marketing concepts and models.

      ​Students will be able to compare, contrast and evaluate the strategic options open to organisations in the contemporary world.

      ​Students will be able to specify a clear rationale when choosing between strategic alternatives, and demonstrate the elements that can be used to create sustainable competitive advantage.

      ​Students will be able to evaluate a range of methods for facilitating innovation in organisations.

      ​Students will be able to conduct and evaluate a marketing audit, and prepare effective and efficient marketing plans.

    • Strategic Management and Business Policy (ULMS353)
      Level3
      Credit level15
      SemesterSecond Semester
      Exam:Coursework weighting0:100
      Aims

      - to examine the basic principles of business strategy and consider alternative perspectives to the subject

      - to focus attention on the way strategic decisions are made and the influencing factors

      ​- to provide students with a critical understanding of the strategy process

      ​- to provide students with an understanding of the planning process through environmental and resource analysis

      ​- to provide students with a critical understanding of the concept of scenario planning, option selection and implementation

        Learning Outcomes

        Familiarity with the alternative approaches to strategic management.

        ​An awareness and understanding of the ''strategic management'' process

        ​To think critically and analyse various sources of information relating to the management of strategy and business policy in organizations

        ​The ability to conduct environmental and internal analyses

        ​An awareness of the strengths and weaknesses of strategic analytical tools

        ​An awareness of the range of forces that influence the formulation and implementation of strategy

        ​To research and provide both academic and personal employment-relevant written communication concerning strategic management theories, policies and practices, in a human resource management context

      Year Three Optional Modules

      • International Political Economy (ECON325)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting50:50
        AimsThis module aims to familiarise students with rational choice and public choice theories and arguments, and with their applications in open economies and international political economy; theoretical concepts such as the Coase theorem, the Arrow impossibility theorem, and economic populism; key concepts of the New Institutional Economics and related applications to the theory of the firm; a modern economics’ view of globalisation; and the application of international political economy concepts to Latin America.

        The module also aims to deepen students'' understanding and awareness of the meaning and importance of national cultures, the relationship between rent seeking and protectionism; corruption; essential aspects of multinational corporations, foreign direct investment, and regulation; specific characteristics of the Argentine and Mexican economic policies and institutions and Chilean ‘exceptionalism’; and the possibility of applying ideas developed in this module to other geographical, national, regional and historical contexts.




        Learning OutcomesStudents will understand the concepts of rational choice and public choice in order to study aspects of a globalised world, which is in key respects different from that of elementary textbook models


        ​Students will gain a deep understanding of international business and the international political economy, in a way compatible with rigorous approaches to economic analysis

        ​Students will become familiar with theoretical concepts from rational choice and public choice theories, with emphasis on theories and models which apply to open economies in a context of globalisation

        ​Students will be able to apply these theoretical concepts in order to study some aspects of the political economy of international business.

        ​Students will be able to apply theoretical concepts to a Latin American case study.

        ​Students will be able to produce and deliver a coherent presentation.

      • International Economic Relations (ECON354)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting70:30
        Aims

        The aim of this module is to provide 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 will be placed upon the role of theory in enhancing understanding of the patterns and nature of trade flows (in the context of both goods and services) in the context of the key issues in international economic relations.

        Learning OutcomesStudents will be able to explain why countries gain from trade and what pattern of trade flows exist using classic trade theories.Students will be able to explain why countries engage in trade protection, as well as predict and analyze the consequences that arise in case such protection is applied

        ​Students will be able to explain how key flows of goods, services, money and physical capital are valued.  They will be able to use real and nominal exchange rates, understand, explain and apply the concept of PPP.

        Students will be able to explain the reasons why trade blocs are formed and analyze and explain their costs and benefits.  They will also be able to distinguish between trade blocs among countries of similar as well as different development levels.  ​

        ​Students will be able to explain why conflicts arise in the areas of labour migration and environmental pollution and suggest policy responses which may be used to correct such problems

        ​Students will be able to explain the causes and consequences of financial crises and how financial contagion can spread from one country to another

        ​Students will be able to explain the links between trade and capital flows and economic development using examples of the Latin American and East Asian countries

      • Independent Study Module (marketing) (MKIB333)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting0:100
        Aims

        1.To give students the opportunity to study a subject of their choosing related to their specialist area of study;

        2.To develop an expertise over that subject area;

        3.To develop techniques which will improve research skills in problem definition, information collection, analysis, synthesis and reasoned argument;

        4.To develop individual initiative and judgement.

        5.To develop writing and other communication skills.

        Learning Outcomes

        At the end of the module students should be able to:

        1. To design and undertake an individual research project with supervision.



        ​2. To defend the research proposal using oral and written communication skills.

        ​3.To present a logical, critical and sustained argument in the final submission.

      • Independent Study Module (marketing) (MKIB334)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting0:100
        Aims

        1.To give students the opportunity to study a subject of their choosing related to their specialist area of study;

        2.To develop an expertise over that subject area;

        3.To develop techniques which will improve research skills in problem definition, information collection, analysis, synthesis and reasoned argument;

        4.To develop individual initiative and judgement.

        5.To develop writing and other communication skills.

        Learning Outcomes

        At the end of the module students should be able to:

        1. To design and undertake an individual research project with supervision.


        ​2. To defend the research proposal using oral and written communication skills.

        ​3.To present a logical, critical and sustained argument in the final submission.

      • Tourism (MKIB337)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting70:30
        Aims

        The aim of this module is to provide a coherent framework through which the structure, management and organisation of the Tourism Industry can be understood and the nature of tourism demand explained. The study of tourism depends on and draws from a wide range of disciplines. Consideration of tourism consumer behaviour involves elements of sociology and psychology, whilst concerns for the impacts of tourism cannot be fully understood without reference to economics, geography and planning. Consequently a multi-disciplinary approach will be adopted and the inter-relationships explored.

        Learning Outcomes

        ​Understand factors influencing the tourist experience

        ​Understand the structure, management and organisation of the Tourism Industry

        ​Understand the role of tourism in the economic development of a country

        ​Appraise the practical implications of the wider impacts of tourism including, environmental, social and cultural impacts

        ​Identify a range of issues, current and future, facing the Tourism Industry

      • Business in the Asia-pacific Region (MKIB338)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting60:40
        Aims

        This module aims to familiarise students with the unique and contrasting business environment in the Asia Pacific region and to use concepts and theories from the international business/management literature to evaluate and explain this environment

        Learning OutcomesAppreciate and identify the consequences of national differences in the business and management systems of the Asia Pacific region.

        Analyse and synthesise critical debates in the development of the Asia Pacific economies.​

        ​Evaluate the principal economic, political and social trends in the region and their consequence for the conduct of business.

        Appraise the strategic issues involved in entering Asia Pacific markets.​

        Conduct a comparative analysis of different countries and businesses within the Asia Pacific region. ​

      • Global Strategic Management (MKIB351)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting70:30
        Aims

        The module aims:

        • to provide conceptual frameworks within which to formulate and analyse global strategy;
        • ​to provide practical experience of formulating strategy;
        • ​to analyse theory and evidence regarding the configuration and governance of international operations;
        • to analyse conceptual frameworks within which to frame ethical conduct in international business.
        Learning OutcomesStudents will be able to explain resource-based and institutional approaches to international strategy

        ​Students will be able to explain generic forms of growth and diversification

        ​Students will be able to explain the principal forms of internal organisation and governance of multinational enterprises


      • ​Students will be able to explain the main forms of international entry and growth and when each is likely to be the preferred approach

        Students will be able to explain how the nature of global production, logistics and distribution have changed and why and how firms can evaluate their preferred configuration ​

        ​Students will be able to explain how competition evolves in international business and how multinational enterprises can maintain and upgrade their competitive strengths


      • ​Students will be able to explain the nature and form of strategic alliances and when these will be preferred to international mergers and acquisitions

        ​ Students will be able to explain the key ethical issues facing international businesses and apply appropriate frameworks for framing ethical behaviour.

      • Business in Latin America (MKIB359)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting75:25
        Aims

        This module is designed to enable students to undertake an empirical study of the activities and organisation of domestic and foreign business in a significant area of the developing world. Students are expected to build upon the knowledge and techniques developed in earlier modules to understand and analyse critically the behaviour of companies, investors, regulators, employees and consumers in the Latin American economies.

        Learning OutcomesTo develop students'' knowledge and understanding of contemporary Latin American businesses.

          ​To develop students'' appreciation of the problems and opportunities facing companies in the Latin American environment and their responses.

          ​To develop students'' ability to synthesise quantitative and qualitative information and opinion from a range of sources.

          ​To develop students'' abilities of critical analysis.

          ​To develop report writing skills.

          ​To develop the student''s capacity to join groups and engage in group work.

      • Digital Marketing (MKIB365)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting0:100
        Aims
      • Introduce and evaluate digital marketing methods.
      • ​Develop in-depth understanding of digital marketing planning and e-promotion in achieving and maintaining market competitiveness.

      • ​Understand the fundamentals of Netnography, co-creation, communities and SEO.


      • ​Explore the role of social media and its relation to an e-commerce strategy.

      • ​Develop in-depth knowledge of up to date digital marketing trends and consumer culture.

      • Learning Outcomes

        Knowledge and understanding

        • Critical appreciation and understanding of the main digital marketing tools.
        • Awareness and understanding of the changing role of marketers in the online market.
        • The skills to design a research project.
        • Understanding and creation of a digital marketing strategy.

        Intellectual skills

        • Draw reasoned conclusions relating to digital marketing strategy, issues and concepts.
        • Appreciate the theoretical underpinning of digital marketing and promotion.
        • Research and evaluate appropriate material relating to digital marketing.
        • Demonstrate skills necessary to interpret, analyse and draw conclusions from journal articles being appreciative of the factors which can have an influence on digital marketing.

        Practical skills

        • Use appropriate sources of information to gain relevant information on marketing theory, digital marketing and consumer behaviour.
        • Write a cogent research based report and develop effective project management skills.
        • Ability to ‘pitch’ ideas concerning research and strategic recommendations.

        Interpersonal and transferable skills

        • Apply subject knowledge.
        • Communicate effectively to demonstrate knowledge of digital marketing.
        • Solve problems.
        • Demonstrate strategic analytical skills.
        • Work independently on project based work.
        • Utilise creative and problem solving techniques to generate solutions.
        • Demonstrate a general working knowledge of Windows and associated software such as Word
        • Show a high level of competence across a range of communication skills

      • Events Management (MKIB367)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting50:50
        Aims

        The module provides students with a critical understanding of events management.

        Learning OutcomesStudents will develop knowledge and critical understanding of the nature, structure, composition and management of the events industry sector

          ​Students will develop their skills in the selection, organisation, analysis and critical evaluation of events.

          ​Students will be able to review and provide a critical analysis of event planning models

          ​Students will enhance their understanding of marketing; management theories, human resources; financial management, planning and law, through the context of events’ management

          ​In addition to subject-specific knowledge, students will develop the practical skills necessary to organise events, drawing on relevant academic theory.

      • Business in Emerging Markets (MKIB369)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting0:100
        Aims

        This is an optional module focusing on the business environment in emerging markets and specifically in the BRIC countries, Brazil, Russia, India and China. In 2001, Jim O''Neill of Goldman-Sachs predicted that globalization would help Brazil, Russia, India and China (the BRICs), large countries endowed with raw materials but with difficult macro-contexts to develop rapidly and overtake the largest Western economies.

        The aims of this module are to evaluate the extent to which the above prediction has come to pass and to explore the business and political uncertainty which has come with this period of rapid economic development.

        The module aims to provide an insight into whether or not the BRICs can sustain their growth, what the implications of this growth are, and which nations might follow. MNEs based in the BRIC countries will also be discussed.

        Learning OutcomesTounderstand the reasons for rapid emergence of BRIC countries

        ​Tobe able to identify criteria which determine for rapid growth of emergingmarkets

        ​Tounderstand who are the key stakeholders in emerging markets and how theyinteract with each others

        ​Toexplore potential tradeoffs between rapid economic growth and social and otherdimensions of the markets

        ​Toexamine other potential emerging markets to identify those which are mostlikely to grow rapidly

        ​Tounderstand in detail the dynamics in specific markets such as China, India,Brazil and Russia

        ​Tounderstand the importance of development of brands by BRIC countries

        ​To understand the BRIC thesis and arrive atconclusions about whether this has been met and will continue in future

      • Corporate Communications (MKIB372)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting0:100
        Aims
      • - to increase awareness of the importance of language and communication in the business and management contexts;

         

      • ​- to develop an in-depth understanding of internal communication systems (interpersonal and cross-cultural communications) and of external communication systems (public relations, marketing, political communication and the media)

         
      • ​- to explore the importance of integrated communications

         
      • ​- to broaden the understanding of communications within the theory of stakeholder management

         
      • ​- to apply core comunication and sociolinguistic theory to the business environment

      • Learning Outcomes

        understand the function of corporate communications

         

        ​demonstrate an appreciation of the key issues and problems associated with corporate communications

        ​explore methods of evaluating corporate communications, including corporate image

        ​apply core communication, marketing and sociolinguistic theory to the business environment

        ​demonstrate an ability to analyse critically and undertake independent research

         

        ​develop an ability to write concise reports and opinions, and to communicate ideas effectively

        ​demonstrate an ability to reflect on the learning process

      • Work Experience Module (ULMS300)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting0:100
        Aims

        To assist students to further develop their understanding of the workplace and bridge the gap between their academic studies and future employment

        To develop materials and/or undertake tasks within a professional or vocational environment, on a topic relating to business or management

        To engage students in a period of fieldwork or placement and self-directed learning in which they will complete an agreed project for the external organisation

        To apply academic theory and/or theoretical knowledge within a placement experience and to analyse and report on the relationship between the two

        To identify and develop a range of personal/employability skills and to reflect and report on this

        To foster experiential learning by requiring students to reflect on their placement experience and learning
        Learning Outcomes

        Students will be able to demonstrate an understanding and knowledge of the host organisation and the roles of individuals and functions of groups within that organisation.

        ​Students will be able to demonstrate an ability to develop materials and/or undertake tasks within a professional or vocational environment, relating to a business or management function or topic.

        ​Students will be able to comment critically on the organisation’s structures and policies.

        Students will be able to demonstrate an awareness of the broader context in which the organisation operates (this might include commercial awareness and issues such as equality, diversity and sustainability).

        ​Students will be able to apply academic theory and/or theoretical knowledge to the workplace and to analyse and report on the relationship between the two.

        ​Students will be able to demonstrate a range of skills and attributes required in the workplace (including concise and effective communication orally and in writing; commercial awareness; numeracy and IT skills; time management; perhaps team work.

        ​Students will be able to reflect on and evaluate learning and employability skills gained from the placement in a concise and informative manner with peers and tutors.

      • Psychological Approaches to Decision-making (ULMS351)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting60:40
        Aims

        This module aims to provide students with the concepts and theories relevant to the cognitive and emotional aspects of decision-making at the individual, group and organizational levels. Particular attention is paid to the problems and potential pitfalls of making decisions amidst uncertainty and conflict including potential pressure to act in an ethically questionable manner. The module also considers negotiated decisions and cognitive techniques for stimulating creativity, innovation and problem-solving.

        Learning OutcomesStudents will be able to demonstrate an awareness of the main terms used within the psychology of decision-making

        Students will be able to demonstrate an understanding of the major cognitive, social and emotional processes that influence the nature of individual, group and organizational decision-making.

        ​Students will be able to demonstrate ability to deal with conflicting evidence and ''data'' within decision-making contexts and to recognise the limitations of ''evidence'' used with the decision.

        Students will be able to demonstrate understanding of the manner in which social and environmental factors can inform and shape the process of decision-making through team-work and group discussion.  

        Students will be able to work with others in problem-solving and negotiating teams and to reflect upon the major psycho-social processes involved in that activity.

      • Managing Knowledge for Innovation (ULMS352)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting0:100
        Aims

        The aims of this module are to:

        • Provide students with the concepts and principles relevant to the process of knowledge management.
        • Introduce to the student current issues concerning knowledge management and its application within contemporary business and organisational environments.
        • Support the development of subject specific and transferable skillls necessary for future employment in careers that ultimately have a managerial component.
        • Support the enhancement of skills in written and spoken communication.
        Learning Outcomes

        Students will be able to demonstrate a good understanding of knowledge and its management in contemporary organisations.

        Students will be able to demonstrate an understanding of the theories, concepts and empirical work that underpin the concept of knowledge and innovation management.

        ​Students will be able to display a critical awareness of the multi-disciplinary aspects of knowledge and innovation management and how these aspects have the potential to interact.

        ​Students will be to demonstrate an ability to analyse critically and to undertake independent research 

        Students will be able demonstrate an ability to discuss and present work orally and to communicate ideas effectively

         ​Students will demonstrate an ability to work as part of a team

        ​Students will be able to demonstrate an ability to reflect on the learning experience and their personal development

      • Critical Perspectives in Management (ULMS366)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting40:60
        Aims

        A primary aim of the module is to invite students to consider the consequences of traditional orthodox management theory and practice for people in organizations (including managers) and society at large, and to examine the extent to which critical theory can inform more humanist approaches to management thinking. It aims in particular:
        • To provide students with a sound understanding of a variety of critical
        perspectives on management, and their relation to society
        • Provide students with the theoretical tools necessary for the critical analysis of the process of management from sociological and philosophical perspectives
        • To explore the extent to which critical theory can contribute to the
        development of progressive, alternative and future-oriented management thinking.
        • To support the enhancement of skills in critical analysis, critical reflection, and written and spoken communication.

        Learning OutcomesA critical understanding of the theories, concepts and empirical work that
        constitute the field of critical management studies

        ​A critical awareness of the multi-disciplinary aspects of management and the
        ability to critically analyse the activities of contemporary organizations

        ​The ability to develop critical questions about organizations and the tools to
        carry out appropriate critical inquiry to pursue their resolution.

        The ability to evaluate corporate activities with regard to their potential
        consequences for issues that are important from critical perspectives (such as
        equality, control, exploitation, and resistance)​

        ​The ability to craft and communicate arguments from different critical
        perspectives

        ​The ability to critically reflect on their own learning and envisage their future
        management practice critically

      • The Football Business (ULMS370)
        Level3
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting75:25
        Aims
      • ​​to enhance students’ understanding and knowledge of the key issues surrounding the contemporary football business and associated industries;
      • to encourage students to apply their knowledge of economics, business and management to the football industry.

      • Learning Outcomes

        Students will develop their knowledge and understanding of the key issues surrounding the contemporary football business and associated industries;

        Students will demonstrate an ability to apply business and management concepts to the football industry;

        Students will develop their abilities to analyse critically, synthesise ideas and write reports and opinions.

      • Dissertation (ULMS399)
        Level3
        Credit level30
        SemesterWhole Session
        Exam:Coursework weighting0:100
        Aims
        1. To provide students with the opportunity to produce an extended piece of academic writing on a subject aligned with programme aims and of interest to them.

        2. ​To develop secondary research skills

        3. ​To extend the range of knowledge of theoretical debate in a specific area of business

        Learning Outcomes

        Utilise bibliographical tools to create and maintain a range of sources for the dissertation


        ​Conduct a systematic literature review drawing from existing primary and secondary research

        ​Devise research questions pertinent to the chosen area of investigation

        ​Formulate key research aims and objectives

        Synthesise knowledge gained from in depth examination of the body of literature

        ​Produce critical analytical argument based on detailed understanding of theoretical perspectives relevant to the chosen theme.

      • E-business Models and Strategy (EBUS301)
        Level3
        Credit level15
        SemesterFirst Semester
        Exam:Coursework weighting0:100
        Aims

        To provide an introduction to the appraisal and formulation of e-business strategy and contemporary e-business models.

        Learning Outcomesto understand the basics of business strategy

        ​to understand the capabilities and therefore business capabilities and therefore business strategies enabled by the Internet;

        ​to be able to analyse, understand and constructively criticise an existing e-business strategy;

        ​to be able to formulate an e-business strategy to help in addressing the strengths, weaknesses, opportunities and threats faced by a business;

        ​to have well founded views on the future development of e-business models.

      • Social Enterprise (ULMS527)
        LevelM
        Credit level15
        SemesterSecond Semester
        Exam:Coursework weighting0:100
        Aims

        This module will introduce students to social enterprise.  It will explore the public policy context in which the idea of social enterprises has emerged in recent years and consider different understandings of their purpose.  The module will also consider the different governance challenges they present.  The changing legal and financial contexts within which they operate will be discussed.  Case studies will be used throughout to illustrate the varieties of ways in which these challenges are addressed.

        Learning Outcomes

        Demonstrate an understanding of the different understandings of social enterprise. 

        ​Critically review the policy, legal and financial environment in which social enterprises operate.

        ​Analyse the managerial challenges social enterprises present.

        ​Evaluate the utility of the social enterprise model.

      The programme detail and modules listed are illustrative only and subject to change.


      Teaching and Learning

      The principal forms of teaching are lectures and seminars. Lectures will normally be supported by material such as hand-outs and computer based presentations. Seminars give the opportunity for detailed discussion of a topic under the direction of a tutor.

      You are normally expected to prepare work in advance for seminars and may be expected to present work or give presentations from time to time. On some modules, such as quantitative techniques and IT, seminars may take the form of practical sessions using computers.

      All our degrees depend on you spending a good part of the week in private or group study in preparation for lectures and seminars. This involves making extensive use of the excellent library and IT facilities, just one minute’s walk away from the Management School.


      Assessment

      You will be assessed through a combination of coursework and examinations. The exact weighting will vary from one module to another. As well as individual assignments and exams, you may also be assessed on group reports and presentations.