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Fees and Funding

Here's the fees and funding information for each year of this course

Overview

This course is subject to approval.

This programme prepares you for a professional career in marketing management. It introduces key subjects of marketing including economics, accounting, consumer behaviour, digital marketing, social media marketing, brand management and corporate social responsibility. It adopts a unique “practice” based perspective on the topic, focusing on the applicability of theory to everyday marketing activities, and prepares students for an industry career with a strong emphasis upon employability.

The programme is designed to prepare you for a career in marketing research, marketing management, new product development, brand management, advertising practice and any marketing-related role.

The  extended course is perfect if you want a degree in marketing but you don’t meet the standard entry requirements. 

What makes this course different

Student in classroom

Placement

Optional placement year available

Team meeting

Vocational Teaching

Students are taught with a strong emphasis upon application of theory.

Person explaining something to a group

Links with industry

Guest speakers and marketing-specific events feature throughout each level of the programme.

CIM

Accredited

The programme is professionally accredited by Chartered Institute of Marketing (CIM).

WHAT YOU'LL LEARN

At Level 4 you will learn the foundational business subjects of marketing, economics, human resource management, accounting and statistics.

At Level 5, the programme becomes more specialised in the marketing discipline, and you will study subjects such as integrated marketing communications, consumer behaviour, digital marketing and marketing research.

In your final year, you will study modules specific to data analytics, including marketing analytics, customer relationship management and a marketing data analytics project, as well as mainstream modules in brand management, social media marketing and corporate social responsibility.
All optional modules are subject to availability/timetabling and options listed may change.

DOWNLOAD COURSE SPECIFICATIONS

MODULES

  • Core Modules
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    Developing Academic Skills for Business

    The move from college to university requires the demonstration of skills that many new students find challenging. This module is designed to equip you with the techniques necessary for you to successfully complete your degree.

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    Inside Business

    This module is designed to give you a broad introduction to the main functions within a business, and assess how associated decisions are made. The aim is to provide you with an understanding of the relevance of these key topics in preparation for future studies in Business or its associated specialisms.

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    Developing Academic Literacy

    The aim of this module is for you to develop confidence and autonomy through ‘learning by doing’ process. It will help you develop your academic literacy, appropriate academic voice and skills and to express argument(s) by using credible academic sources. Additionally, it helps you to apply theoretical concepts/positions in their coursework and also to demonstrate these properly in written form. It is also designed to ensure you understand the concept of academic integrity and associated protocols and the use of Word and referencing tools such as Endnote.

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    Connecting to Business and Employment through Volunteering

    This module provides you with the opportunity to engage in an activity as a volunteer in a social enterprise or charity. The experience will enable you to witness business processes practice and enables you to identify and try different styles of work. The activity itself will offer you with valuable networking opportunities, the development of employability skills, and experience that can enhance your CV.

  • Core Modules
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    Mental Wealth 1: Academic and Digital Proficiency

    The module will equip you to succeed in both your studies and subsequent career. This includes the development of individual non-cognitive intelligence; digital proficiency; and cultural intelligence.

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    People and Organisations

    This module will introduce you to the variety of work organizations. You will also understand and explore the psychological, sociological and economic explanations of human behaviour in organisations.

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    Foundations of Marketing

    The main aims of this module are to introduce you to the fundamentals of the Marketing discipline, many of which are developed further in subsequent Level 5 and Level 6 marketing study.

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    Fundamentals of Business Accounting

    This module will develop and prepare you for entry into the professional workplace or further studies in accounting and finance. As part of this module, you will learn and develop a sound basis of theory and principles, accounting techniques and skills necessary as a foundation for further study and practical experience in accounting.

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    Fundamentals of Economics

    The module aims to enable you to develop an understanding of the basic economic concepts, theories, ideas and tools and their real-world application.

  • Core Modules
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    Mental Wealth 2: Graduate Employment Competencies

    This module will provide you with the opportunity to document the development of core employability skills and allow students to acquire tangible evidence to support your employability narrative at interviews.

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    Marketing Research Methods

    The purpose of this module is to introduce you to the process of research in marketing studies. The module will have four specific foci, firstly to outline the research process in terms of strategy, design, literature review and ethics in the context of marketing management studies. Secondly, the module will investigate quantitative forms of research, in terms of sampling, questionnaire design, experimental research, content analysis and data analysis using SPSS®. Thirdly, you will be introduced to the qualitative research paradigm in marketing, exploring topics such as ethnography, interviewing and focus groups as well as data analysis procedures using coding via software such as N-Vivo® and NUDIST®.

    Finally, you will be introduced to mixed-methods research, doing research via online techniques such as netnography and the process of writing up marketing research. The module aims to prepare you for the task of conducting your own research project in marketing and will culminate in the development of a research proposal.

     
     
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    Integrated Marketing Communications

     

    The aim of this module is to introduce you to Integrated Marketing Communications (IMC) theory and to understand the role that digital media plays in delivering IMC to key organisational stakeholders. The module is structured around four key themes of IMC theory – firstly, the core concepts of IMC are developed and the ways in which marketing communications works with its audiences. Secondly, the ways in which IMC is managed is considered, including the structure of the industry and the ways in which marketing communications activity is measured is evaluated. Thirdly, the critical concept of branding is studied, such as how brand communications are leveraged, corporate branding and the more recent development of employee branding. Finally, the key aspects of the IMC mix are examined, including traditional above and below-the-line media, and the ways in which campaigns are planned and delivered. Crucial to contemporary IMC is the use of digital media, and the module will integrate a digital perspective throughout the content. This module will be pivotal in helping you to understand how organisations build and sustain relationships with their customers, employees, regulators, and industry partners and how digital technology supports and enhances traditional marketing communications tools.

     

     
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    Consumer Behaviour

     

    The main aim of this module is help you to understand the behaviour of people as consumers by analysing the practices and processes involved in the act of consumption. This understanding precedes all marketing actions and is one of the critical components of marketing analysis essential for strategic decision making within a business context.

     
    Optional Modules
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    Digital Marketing

    The aim of this module is to evaluate how marketing principles are applied within the virtual and digital realm and the challenges faced by managers in developing and implementing digital marketing strategies.

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    Managing Sustainable Operations

    The aim of this module is to develop students’ interest, knowledge and understanding of how the processes of designing, producing and delivering products, services are carried out. This module has close relationships with other modules on the programme including those in the areas of competitive advantage, innovation, entrepreneurship and marketing.

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    Marketing Internship

    The module will allow you to obtain an internship at Level 5 (which must be marketing in a role that would be considered as engaged with professional marketing practice in some way) where you will complete the placement and write a report reflecting upon your experiences and examining the relationship between the theory and practice of marketing. The theoretical lens for all internships will consider contemporary marketing theory and you will also be required to consider issues such as the nature of marketing work, the impact of their presence within the workplace, the relevance of contemporary marketing theory to everyday marketing practices (and practitioners) and the implications (academic and personal) of your time spent in the field of professional marketing. The purpose of the module is to enable you to understand the everyday nature of marketing practice and conscientiously reflect upon your position as a marketing practitioner, particularly from a professional as well as societal perspective.

     
  • Optional Modules
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    Optional placement

    This course offers the opportunity of year-long placement between years two and three. If you choose to take this option, you’ll spend your third year on a placement with a relevant company or organisation, adding valuable practical experience to your growing academic knowledge. 

    The extra placement year means it will take four years to complete your studies, instead of three.

  • Core Modules
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    Mental Wealth 3: Global Enterprise and Consultancy Practice

    This module will develop core employability skills and allow you to develop and demonstrate skills in (i) the analysis of a problem (ii) planning and organising a task, including time management (iii) exercising judgement in the light of observed and published data (iv) compiling a report, (v) teamwork and collaboration and (vi) use of appropriate technologies.

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    Corporate Social Responsibility and Ethics

    The aims of the module are to develop a critical appreciation of the key principles of business ethics, corporate responsibility/citizenship and sustainability, and the relation of these to the workplace and encourage you to critique theories of management and leadership from the perspective of ethics.

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    Social Media Marketing

    The aim of this module is to introduce students to social media marketing, a relatively nascent yet vibrant field of contemporary marketing research and practice. The module seeks to evaluate how social media can be harnessed for marketing purposes and consider the role that social media can have in the co-creation of brand meaning. While social media has unquestionably changed the ways in which people communicate and interact, the processes through which it can be integrated into marketing strategy and practices are as yet not fully understood, and a range of recently published texts within the marketing literature have sought to address this problem. The module will explore key concepts of online communities and the co-creation of value, as well as seeking to understand how social media can be used as part of an integrated brand management strategy. Social media platforms such as gaming and mobile will be examined, as well as the role of electronic word of mouth in creating meaning and identity for brands. The module will consider how consumer social media engagement is measured and evaluated, as well as its potential role as a marketing research tool. Issues surrounding consumer digital rights and privacy within a social media context will also be embedded strongly. This module, the first of its kind within the school, will help to develop  and enhance the social media marketing skills of the millennial generation of undergraduates, who are widely recognised as digital natives, and enable them to understand how to unlock the potential of social media for both marketing and brand management purposes.

     

HOW YOU'LL LEARN

You will be taught by delivering theoretical lectures in an interactive and engaging classroom and providing assessments which focus upon the application of concepts to “real life” professional marketing scenarios.

Examples of theoretical concepts are provided throughout each module on the programme and you are encouraged to critically analyse and engage with new developments within marketing theory. Case studies of successful marketing approaches are incorporated throughout the programme and academic journal articles relevant to key theoretical ideas are recommended in each lecture and module.

HOW YOU'LL BE ASSESSED

You will be assessed using a variety of assessment methods. We use traditional examinations, essays and reports to assess academic knowledge.

We also develop presentation skills and use assessed presentations on many of the marketing modules, as these best simulate the professional working environment for marketing. Many modules also incorporate portfolio assessment, which involves the students submitting multiple artefacts as part of a module assessment strategy.

CAMPUS and FACILITIES

University Square Stratford

University Square Stratford, University Square Stratford

WHO TEACHES THIS COURSE

The teaching team includes qualified academics, practitioners and industry experts as guest speakers. Full details of the academics will be provided in the student handbook and module guides.

Aidan J Kelly

Aidan is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law.

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YOUR FUTURE CAREER

This programme will prepare you for professional careers in marketing management, advertising, public relations, brand management and any marketing-related career.

Explore the different career options you can pursue with this degree and see the median salaries of the sector on our Career Coach portal.