Marketing BA (Hons)London South Bank University Department of Education
- Bachelor's degree
- London (Inglaterra)
¿Qué aprendes en este curso?
All modules on this degree combine theoretical perspectives with current industry practice and a number include guest speakers and/or industry visits. Modules such as Marketing Strategy and Planning involve 'live case studies' with major international firms.
You will be studying a range of modules – such as consumer behaviour, integrated marketing communications, public relations and digital media – which allow you to focus your career in a specific area of marketing, which can then assist you in finding related employment.
The course will also give you a firm foundation for employment in general management, covering business in a wider context through subjects such as ethics, corporate social responsibility and supply chain management and logistics.
Methods of assessment for course overall: 72% courseworkYear 1
- A practical introduction to marketing (double module)
You'll learn the principals of marketing in a practical setting. The module runs over two semesters so you can develop a large-scale new product development project to gain experience of the fundamental techniques involved in the marketing function. Along the way you'll also gain confidence in adopting many of the business skills you'll need later in a management role, including presentation and persuasion, writing powerful management documents and handling numbers.
- The marketing environment
This module examines the micro-economic forces acting on marketing decisions, and how to measure them. It introduces a number of statistical and numerical skills, and provides the foundation for the quantitative study of marketing in later modules. The first weeks of study cover influential economic theory and the second part delivers some important numerical tools in a practical setting.
- Business systems: A marketing perspective
This module considers the evolving relationship between business systems and technology. The emphasis is on the importance of information systems in the marketing environment. Office automation, the increasing use of databases, social networks and data transfer are all vital concerns to marketers. The module will also cover the Data Protection Act and Computer Misuse Act.
- Professional practice and organisational behaviour
You'll consider identity and be introduced to the core principles and theories of management. It develops an understanding of the complex interactions between people, behaviour and functions within the 21st century company, focusing on differences and similarities between individuals and groups within organisations.
- Accounting for marketeers
You'll learn the basics of financial accounting to help you understand principal financial statements used in companies and the mechanics of their preparation. This module acts as a foundation for any future accounting modules you may take in your studies.
- Consumer and buyer behaviour
This module examines behavioural concepts and theories concerning the ways in which individuals and groups select, purchase, use and dispose of products, services or experiences to meet their needs and desires. Theory in this central discipline of marketing is broadly drawn from sociology, psychology and behavioural social sciences. It is rapidly evolving as a field of enquiry as marketers try to understand the new influences on buying behavior which developments such as mobile marketing and social networking are bringing about.
- Managing the offer
You'll build on your existing marketing knowledge and develop the ability to evaluate the issues and apply theory to the central marketing question of value creation. You'll examine the differences and similarities between competing offers at varying points of the product-service continuum, learning about and applying a variety of current product management models to create pragmatic marketing solutions.
- Supply chain management & logistics
You'll gain an understanding of supply chain management and logistics and how it operates in practice to enhance value for the customer. You'll be introduced to the supply chain concept and strategies and learn about some analytical tools to solve supply chain problems. You'll develop an understanding of three key areas and their relationships; that is, i) the strategic role of the supply chain, ii) the key strategic drivers of supply chain performance, iii) the analytics to arrive at better supply chain decisions.
- Marketing research
Marketing research is the method by which successful businesses keep in touch with their consumers' needs and wants and understand the strategic fit between firm and ever-changing marketing environment. Insight is power in marketing, and you'll learn about the many techniques available to researchers who seek to collect and analyse data to inform marketing decisions better. The module offers you the chance to use many of these techniques in a live case setting.
- Integrated marketing communications
This module examines the current theory and practice of marketing communications as an integrated discipline. It covers the broad range of methods employed by companies to communicate with many and varied audiences, including the traditional and less obvious means. By implication you will also consider the new ways in which feedback is being used to create a dialogue between firm and stakeholder groups.
- Marketing ethics and law
You'll investigate the relationship between law and ethics, identifying areas of controversy where ethical issues surface. You will be introduced to fundamental principals of ethics and ethical reasoning to help you debate the ethical and legal issues that face marketers every day. You'll also have the chance to consider the cultural, economic and political forces acting on governments and marketers, which lead to new legislation.
- Digital marketing
The module delivers practical knowledge of digital and internet-based channels in marketing, and their uses as a research tool, an exposure mechanism, and as a vehicle for customer contact and feedback. The increasing use and volume of customer data will be considered as well as the strictures of the data protection acts.
- Retail marketing
Retailing is a core marketing discipline, in which marketer and customer come face to face. Retailing includes a wide range of activities including buying, merchandising, multi-channel operation, category management, store design and display, logistics pricing and trading area analysis and this module focuses on the latest industry practice in these areas.
- Marketing project
You'll study an area of marketing in real depth with the guidance of a specialist supervisor over two semesters. You'll develop your own research question from a thorough reading around your topic and manage your data gathering programme and the analysis to answer your own questions, thereby adding to the body of knowledge in marketing. You can draw on all aspects of your course to add the context to your study, which will be written up as a 12,000 word project.
- Marketing strategy and planning
You'll be introduced to a company with a pressing marketing problem and during the course of the semester you'll discover and apply some important strategic marketing principles in order to create a marketing plan to deliver a credible solution.
- International marketing
Even the smallest firm must have an international outlook these days – if it isn't trading in international markets itself, it is highly likely that its competitors are not domestic businesses. At the other end of the spectrum global brands are offering a consistent value proposition to buyers of many different cultures around the globe.
But what elements of the marketing plan can be consistent and which should be adapted to create competitive advantage in a local setting? You'll discover some answers in this module.
- Marketing for the 21st century
In this module the teaching is largely delivered by industry practitioners who will share their current concerns and their vision of the future of marketing for tomorrow and the day after.
- Brand management
The brand is the core of the firm's differential advantage, and some would say its most valuable asset, so how should marketers think about managing an intangible resource whose power sits largely in the mind of the consumer? This module gives you answers to this vital question, and considers all aspects of brand management from choosing and maintaining the most powerful brand elements to discovering how brands grow through mental and physical availability.
Optional electives (choose two):
- Public relations
PR is a valuable marketing tool since it is relatively cheap and can communicate complex messages with authority. The disadvantage is that unlike advertising it is also relatively uncontrollable. In this module you get the chance to construct and deliver a PR campaign to address a complex marketing problem, and learn about the highs and lows at first hand.
- Direct and digital marketing strategy
This module builds on the digital modules offered at earlier levels in the programme, and considers the strategic uses of digital media in acquiring and retaining customers. The module is accredited by the Institute of Direct and Digital Marketing and on completion students may opt to take the IDM Certificate in Direct and Digital Marketing.
- Social marketing strategy
This module will appeal to you if you have an interest in not-for-profit and social marketing, and may be considering a career in civil society management. It addresses the uses of marketing strategy and planning techniques to deliver organizational sustainability and social benefit. It considers charity marketing, the ways in which social messages are delivered by governments as well as the emerging interest in social enterprise.