Modules & Assessment

Course Module Information

First Year Modules / Level 4

The Professional Marketing Practitioner will support your academic and employability skills development.

The module includes the development of your personal brand, online presence, client management abilities and team leadership skills. The module also includes a minimum of 20 hours industry engagement / client work.

View some of our client projects here.

modules and assessment marketing degree at the university of brighton

Digital and Social Media Marketing will introduce you to the challenges and opportunities of marketing across a range of digital and social media platforms.

Whilst the founding principles of marketing remain unchanged, their application has evolved to fit within a digital and networked landscape, and this module will examine the influence, impacts and application of a digital marketing strategy. 

The module is based upon the CIM’s digital marketing programme and underpins activities in the 2nd year across both the Content, Copy and Creative; and the Marketing Analytics modules.

modules and assessment marketing degree at the university of brighton

Principles of Marketing introduces you to the key underpinning principles of marketing including research, planning and the marketing mix.

The module develops your knowledge of marketing theory alongside introducing applied skills in market research and the application of key marketing concepts via a series of applied case studies and marketing scenarios.

Content covered on this module directly supports activities across your other modules in the first year and underpins the development of marketing knowledge in modules taking place in later years.

Management Accounting for Marketers provides an introduction to the underpinning management accounting and measurement concepts required of a modern marketing manager.  

The module aims to develop students understanding of key financial and management accounting terminology and activities, the role of finance in marketing planning and introduces the subjects of marketing measurement, metrics and analytics. 

The module examines brand performance measures and how they are used to support the development of future marketing plans and activities, develop a basic understanding of an organisation’s financial position and performance through the application of appropriate analytical tools and procedures and how they are used to support the development and measurement of marketing plans and activities.

modules and assessment marketing degree at the university of brighton

Understanding Markets and Consumers requires you to offer a detailed examination of the external marketing environment (macro, micro and competitive).

Insight into different market sectors will develop your awareness of a range of market trends and developments and you will examine the underpinning principles of consumer behaviour / psychology whilst exploring the relationship between brands, their competitors and customers.

Skills development in market analysis, qualitative research and the online presentation of trends and insight data (e.g. infographics) will offer an applied feel to the assessment.

The assessment outcomes on this module are the completion of two professionally focused blog pieces that can be published via your social media channels.

Business Economics is a module designed to give you a firm grounding and understanding of key economic concepts by applying them to contemporary issues within the world of business.

You will also gain an understanding of how political, economic and environmental factors influence business and market structures around the world.

modules and assessment marketing degree at the university of brighton

Second Year Modules / Level 5

Marketing and Responsibility examines the ethical behaviour of marketers and a range of morally difficult decisions / dilemmas that they face.

Through discussing, debating and researching a range of perceived good as well as questionable practices, you will be introduced to the principal philosophical theories underpinning ethics in marketing with the main focus on practical applications and solutions.

For the assessment you will have a chance to focus on ethical marketing issues and companies/industries of personal interest and relevance to you.

Law for Marketing is designed to support the development of your knowledge and understanding of the principles of law in relation to marketing, and to develop your awareness of the importance of law within the marketing context.

Content includes data protection, contract law, intellectual property, copyright, consumer protection, product liability and advertising standards.

Marketing Planning and Strategy builds upon the first year principles module and will enable you to apply your knowledge of key marketing principles through the development and creation of a marketing plan.

The module will examine the stages of the planning process and consider a range of operational, tactical and strategic approaches to marketing. 

Marketing Research and Insight is designed to develop your interest in market research and develop your ability to address marketing problems through the application of key qualitative and quantitative research methods.

The module aims to deepen your knowledge of a range of marketing research methodologies whilst enhancing your skills in planning, managing and conducting a market research exercise.

Through data analysis, you will develop a great understanding of the role of market research in marketing and management decision-making with the assessment offering the opportunity to work with a live client organisation.

Marketing Analytics introduces you to the different contexts for employing marketing analytics, and the fundamental principles of analytics design.

You will develop your applied skills and knowledge of a wide range of analytics tools and examine the role that analytics and marketing metrics plays in marketing decision making and campaign development.

This module will be taught in partnership with the Chartered Institute of Marketing and will feature both academic and applied technical skills.

Content, Copy and Creative will develop your applied skills in these 3C’s of modern marketing.

You will develop an applied understanding of what makes an effective content marketing campaign, whilst developing skills in copywriting and creative strategy – both planning and execution.

The module has an applied focus and you will be expected to engage with local organisations in the development and implementation of a client focused content strategy that utilises a range of online channels.

Final Year Core Modules / Level 6

Marketing Management and Leadership focuses on the management, control and development of the marketing function and will enable you to develop a broad base knowledge of the key management considerations facing marketing managers today.

The module brings together a number of core management competencies including leadership, managing and developing team members, business development, budgeting, operations, cross-functional responsibility, resource management, project management, change management and conflict resolution.

Final Year Optional Modules / Level 6 (Pick 5)

Futurism for Marketers will enable you to acquire a detailed understanding of emerging and future directions in marketing thought and strategy.

The module considers the notion that marketing needs reform and moves beyond a ‘trends’ approach to consider a more open, less concrete and futuristic perspective on the marketing subject.

You will be encouraged to consider ‘what comes next’ in the development of the marketing concept and produce an article suitable for a business audience.

Marketing Communications gives you an overview of the key marketing communications tools including advertising, direct marketing, sales promotion and public relations. Particular attention will also be given to branding.

In addition, the module will address the key theories of marketing communications, i.e. how advertising has an affect on consumers.

In the latter half of this module you will develop an understanding of the implementation of integrated marketing communication plans and associated activities through the implementation of ‘live’ pitch for a client organisation.

Public Relations will enable you to understand and acquire the public relations and corporate communications skills required to work effectively across a range of organisational typologies.

The module introduces the theoretical, practical and procedural aspects of public relations including those covering strategic planning, media planning and implementing, internal communications, crisis management, selecting and appointing suppliers, CSR and programme evaluation.

Retail Marketing introduces you to a sector that employs over 10% of the UK workforce offers a valuable introduction for any student considering a career in retailing, as well as those with an academic interest in the subject.

The whole spectrum of retailing is explored in a hands-on, practical format, from industry structure and historical development to current trends and projected developments.

This broad-based module gives you the opportunity to explore and apply the topics in depth, and to apply them in practice.

There is a strong emphasis on real-world retailing and you will apply the concepts you learn in a hands-on project, creating a viable strategy for a real retailer.

Various guest speakers from the retail sector also contribute to this module.

Social Marketing concerns the use of marketing techniques to improve individual or societal wellbeing, for example promoting improved diets, healthier lifestyles, road safety and environmental responsibility.

This module aims to provide you with a greater understanding of the application of marketing concepts and techniques to the promotion of behavioural change for the benefit of individuals and society.

 

Note: This is a research module and counts for 2 options as it is 40 credits.

Marketing Across Cultures examines two key challenges facing businesses today;
a) how to identify and develop international marketing and business opportunities, and
b) understanding the importance of cultural differences across the globe and adapting marketing strategies and tactics accordingly for business success.

You will learn about cultures in both the developed and emerging world and how to develop an international marketing plan, utilising your entrepreneurial, research, creative, presentation and report writing skills.

The module will require you to review and apply theoretical perspectives in your assessment but there will also be a strong emphasis throughout the module on examining practical examples of cultural dilemmas and export success and failure.

CRM and Services Marketing will enable you to acquire a detailed understanding of approaches to services marketing including the integration of customer relationship management (CRM) and business-to-business marketing.

You will be able to examine how the core principles of marketing are configured in both a services and B2B context, and how the development of CRM as a core strategy enables organisations to focus on long-term customer relationships and loyalty.

Consumer Psychology focuses on the main concepts used in understanding consumer psychology and consumer behaviour in the market place. 

The module considers how these are used in marketing as a basis of both understanding consumers and creating strategies to influence their behaviour in desirable ways.

Driving Innovation offers students the chance to complete their CIM L6 Professional Diploma in Marketing.  

The module is assessed to the same schedule as the CIM Driving Innovation programme and considers the importance of taking a visionary approach to marketing, whilst embedding innovation, to help organisations deal with the challenges of fast moving market places.  

The focus is on understanding the relationship between marketing and entrepreneurship, and the key factors required in building and nurturing innovation throughout the organisation and within the marketing function.

Digital Strategy offers students the chance to complete their CIM L6 Professional Diploma in Marketing. 

The module is assessed to the same schedule as the CIM Digital Strategy programme and considers the importance of embedding digital approaches within an organisations marketing strategy as part of the efforts to acquire, engage and retain customers. 

The focus is on understanding the nature of the digital business environment and why it is critical for marketers to monitor and integrate emerging digital approaches into their marketing strategy.

SEO and Content Marketing Management builds upon the growing awareness and application of digital marketing and is designed to develop the skills sought in both the local and national job markets.

The module enables students to analyse and evaluate the factors that are important in SEO and the content management of websites including pay per click, AdWords, link building, page ranking, affiliate and programmatic marketing. 

The module also covers developments in mobile and location based marketing.

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