Module
descriptions

for BA (Hons) Global Business (Marketing)

Year 1

Academic Environment

This module is designed to equip the student with the key skills and knowledge necessary to perform effectively in the academic environment.  The module will aim to enable students to be resourceful in data collection, by using a variety of source types to compare and synthesise information, including databases and social media. 

Students will learn how to acknowledge the origin of their data responsibly and present information in a clear and succinct way.

Accounting and Finance

This module provides you with a fundamental understanding of accounting information systems, with particular reference to external and internal reporting, the nature and implications of costs in business decision-making; and an understanding of the principles of financial management that will enable you to make standard investment and financial decisions both in the long- and short-term.

Analytical Tools and Techniques for Business

This module consists of two parts: business mathematics and statistics. The first will provide you with an understanding of linear and non-linear functions, solutions to systems of linear equations, of linear programming and the introductory concepts of mathematics of finance. In the second part, you will learn basic statistical methods from descriptive statistics to introductory concepts of statistical inference. Leaners also use mathematical and statistical functions in Excel.

Business Economics

This module will introduce you to the key concepts and theoretical models of market behaviour. This module is expected to equip you with the necessary tools to develop a good understanding of both the microeconomic and macroeconomic environment in which a business operates.

Global Perspectives

This is a University-wide common module, which facilitates interpersonal, intercultural and cross-disciplinary learning for all level 4 students enrolled on Regent’s validated degree programmes. The module introduces a range of ideas and ways of thinking based around the University’s values, reflected in its learning outcomes. It encourages students to interact with the broader University community, both socially and academically, asking them to cross the physical and intellectual borders of their degree programmes. Global Perspectives aims to increase self-awareness and prepares students for their subsequent studies by familiarising them with the resources available to meet their lifelong learning needs.

People and Organisations

This module aims to provide a base knowledge of the key issues associated with people in organisations. The rationale of this module is to not only provide you with the key concepts and theoretical knowledge programmes but also to provide exposure to wider academic skills and analytical tools.

The module also aims to help you to identify the challenges which confront management and introduces management models used for the effective analysis and evaluation of those challenges. This module will provide the basis for evaluating the competing perspectives on what determines and influences the behaviour of people and how to manage people effectively and efficiently in contemporary organisations. You will be provided with the analytical tools to creatively understand and solve organisational and people issues.

Principles of Marketing

This module is designed to introduce you to the core principles of marketing and give you a good understanding of the role of the marketing function within organisations. Marketing is about recognising, understanding and meeting the needs of your customers, who are becoming more and more demanding. This module will help you to understand how successful organisations have a marketing focus. It will consider the ways in which marketers can work effectively together with other departments to ensure that customer-centricity permeates throughout the organisation.

Technology and, in particular, the internet is transforming marketing at an incredible rate and hence this module will pay particular attention to the different ways in which marketers can make use of technology such as social media to improve their relationships with customers. Such technology also enables marketers to cross international boundaries with relative ease and the implications of this from the perspective of running international campaigns will be considered.

 

Year 2

Introduction to Business Law

The module aims to enable the student to understand the fundamental principles of law relating to business transactions and commercial entities, as well as being aware of consumer rights.

The module will introduce you to the law relating to business and management transactions and the legal implications of conducting different types of business activity. You will examine the principal legal concepts which engage in contract, tort and consumer protection. Further consideration will be given as to how business law engages with entrepreneurship and stewardship, as well as its role in ethics, sustainability and responsibility.

You will gain an understanding of the sources and characteristics of English law, you will also examine international law, human rights and the law of the European Union. Comparative jurisdictional differences will be explored within the context of entrepreneurship.

Strategic Management

This module aims to allow you to explore and enhance their understanding of how organisations can create and implement strategy. This will predominantly (but not exclusively) be focussed on larger organisations. The intention is to help you understand the simple structure or journey of where an organisation currently is, where it might want to get to, and how it might get there in terms of its strategy.

You will be enabled to understand what is going on outside the organisation (in terms of the environment and its industry/market etc.) as well as internally (culture, structure etc.).  The module will also introduce you to the demands of the process of managing change.  By the end of the module you will be able to combine insights from a range of techniques to give a more considered view of the organisation, its situation, what it might intend to do next and why.

Sustainability

This module is the main introduction to broader concepts around stewardship for the programme. It aims to raise awareness and appreciation of the historic, contemporary and long term drivers and challenges impacting on the economy, society and the environment, and how business and societies respond to the various factors that affect them.  The module will introduce you to a range of Sustainability concepts/ models and frameworks that relate to business practice, and will also provide you with a futures focus. Being able to identify opportunities and risks towards finding sustainable solutions is crucial for enterprises to develop successfully, be it locally, globally and by sector.

Marketing Communications

This module will focus you on already developing branding and marketing skills by focusing on articulating, crafting and planning marketing communications (MARCOMS) messages and media from brand and product/service referral and analysis and of macro, micro markets and competitor analysis.

You will develop skills in communicating brands, non-brands, products and/or services with their relevant existing and/or new audiences, and how this can be achieved You will be introduced to the importance of management of creativity in this specialized area within marketing.

Advances in technology demands consideration of the growing plethora of digital communications platforms, rich data intelligence on disparate audiences, international and national cultural sensitivities between audiences. Marketing communications is almost unrecognisable from that of previous decades.

You will develop skills in identifying new and existing audience opportunities, by developing marketing communications which can be rolled-out across international borders. They will explore audience reach, buyer insights and be able to create evidence-based single-minded propositions.

Marketing Research

The aim of this module is to provide you with an understanding of the importance of information as an aid to operational and strategic decision-making in marketing. You will explore what information is needed to enable informed decisions to be taken, the ways that information is used, the nature and sources of this information, how to gather, analyse and interpret it and how it is applied to marketing decisions.

You will explore the limitations on the uses of such information, and how to decide how much information is needed to enable various types of decision to be taken. This module gives you an understanding of the basic principles, processes and technical/statistical aspects of market research and enables you to apply these principles to practical business situations. You will learn the importance of marketing research to making effective marketing decision-making; will develop knowledge of the various qualitative and quantitative research techniques in common usage; and design a marketing research plan, develop a survey questionnaire and write a complete marketing research proposal.

 

Year 3

Optimising Operations and Change

This module will allow you to study how businesses manage change well and in some cases why this goes wrong?  The module aims to enable you to understand in depth and gain detailed new insights into the systemic nature and impacts of challenging but essential change management processes for business.

The module further aims to enable you to differentiate between simplistic knowledge management ‘solutions’ and the process of knowing how to ‘make a difference’ – the practice of power – which lies at the heart of effective management, leading to sustainably optimised change within a business context.

Consumer and Marketing Psychology

This module provides both the theoretical depth and the practical examples of consumer and marketing psychology ‘in action’ whilst remaining very accessible to you.  The module also aims to incorporate other academic disciplines which have made a significant contribution to the area of consumer and marketing psychology. Thus sociology, anthropology, economics and neuroscience form the scientific base on which consumer behaviour stands as an academic subject.

Contemporary Marketing in Action

The module aims to invite students to recognise alternative approaches to the study of marketing and consider the development of marketing thought and theory, as well as contemporary issues and critical insights. Students will learn how to review and analyse markets and this skill enables them to better manage issues surrounding change management, forecasting, risk perception and trend analysis as shaped by marketing in action.

Students will be given the opportunity to act in the role of marketing practitioner.This module will also serve to augment awareness and ability to apply the principles of ethical research as appropriate to your chosen project or topic.

The objectives of the module are to:

  • enable students to develop their independent learning skills while gaining an experience of marketing practice
  • establish and develop students’ own critical framework of what contemporary marketing practice is at a societal, organisational and personal level combine individual expression of their learning experiences with an academic critique of contemporary marketing in action.

Digital Marketing and Data Analytics

This module seeks to provide you with a clear and demystified treatment of this critical area of Marketing, further focusing on the application and analytics for the purpose of strategic decision-making. In keeping with an evolving and innovative discipline, key themes of the module include Entrepreneurship and Creativity. The many ethical considerations around Marketing Analytics mean that Stewardship is also a core theme.

Marketing Strategy

This module draws together learning and skills across all other marketing related courses so you gain a holistic picture of how these elements contribute to real-life management decision-making. The focus is on equipping you with the confidence to analyse the competitive and external environments, as well as the internal drivers, in order to assess and produce for themselves, commercially focused marketing plans. Utilising and developing familiarity with a range of theoretical frameworks, there will be a clear emphasis on appreciating the conflicting elements and methods of resolution, in delivering sustained profitability from customer acquisition and retention. Extant and contemporary academic research will be critiqued to encourage intellectual rigour in understanding the nature of scholarly work and its contribution to commercial decision-making. Stewardship and creativity are the two key themes, embedded in this module. Throughout the delivery of the module, you get to appreciate the ethics and sustainability of marketing choices; and are encouraged to be creative in their approaches whether it be discussions, analysis or offering recommendations.

 

Year 2 & 3 optional pathway modules

Brand Strategy

Through an understanding of consumers’ mind sets and multiple branding perspectives students will be able to effectively build, manage and strategically position brands and plan marketing efforts. They will learn to increase and measure the value of brands and link the strategic branding decisions to the company’s market and financial performance.

Initially the focus is on understanding the different perspectives of strategic brand management and combining it with the mental processes that underlie consumers’ brand choices and preferences as a result of both rational and emotional drivers. For branding to be successful it needs to resonate and be communicated at meaningfully and emotionally relevant levels, with consideration for intercultural issues. The focus thereafter is on applying the acquired knowledge of brands and consumers and creatively linking it to the company’s performance. This module introduces theories and empirical studies aiming at a better understanding of the new media technologies and their significance in regards to branding strategy.

This module facilitates progress in a career path towards international brand management due to its strong managerial and strategic approach, including focus on consumer and market insight and economic principles of marketing accountability.

Essential Law for Marketers

This module is designed to allow you to explore essential statutes, case law and regulations protecting and providing a framework for business to market themselves effectively in a global marketplace.

You will be exposed to the issues of privacy law, cross border considerations and gain a full appreciation of the conditions that protect consumers.

Public Relations and Corporate Communications

This module aims to introduce you to the world of Public Relations (PR) and the role it plays in marketing communications. There is a particular focus on how PR has changed over the past decade through the development of social media and digital technology. Moreover, the module aims to challenge your entrepreneurial skills through discussions on what creative PR is in a saturated marketplace. These discussions are crucial in a world where consumers are co-creators of content, and PR managers have the role of facilitating and controlling brand messages. Whilst the online element of PR is inevitably the main focus for PR practitioners, the module also highlights the crucial role of offline channels. As such, some of the above themes are more critically developed from the Principles of Marketing, Marketing Communications, Marketing Strategy and Branding modules.

You will critically analyse the problem with traditional theoretical models for PR, campaign structures and the leadership issues with managing campaigns. You will develop an insight into the management of stakeholder relations and corporate communications, particularly with clients, bloggers, journalists and audiences. The module will develop the intercultural intelligence of students and their ability to communicate through different mediums. You will gain knowledge on the different types of PR (such as health, education, entertainment, etc.), the different types of PR jobs (such as PR companies, PR agencies, freelance, etc.) and examine the futuristic role of PR in augmented and virtual reality.

Services Marketing

The service sector is the fastest growing and most dominant part of the economies of the UK and many developed countries.  The scope of service marketing is wide including, amongst others, financial services, leisure tourism and hospitality to not-for-profit and charity organisations. Marketing services is very different from marketing physical products; the difference arise in the design of the extended marketing mix and its implementation.  Services are not just limited to service industries, but they do represent a huge growing percentage of the world economy according to Zeithamel, Bitner and Gremler (2012), which adds to the growing phenomena of the internationalisation of services, offering intercultural and entrepreneurial solutions to service issues.

This module builds on the general introductory module Principles of Marketing, which introduces Services Marketing but not in the depth of this module. It is extremely appropriate to Business and Management undergraduates, many of whom graduate to service industries (finance, consultancy and marketing etc.). On successful completion of this module you will have experience of using a toolkit of techniques particularly adapted to service businesses, focusing on the experience of the customer and how this can be improved through processes, good stewardship and creativity.