BA (Hons) Global Business (Marketing) Top Up

Year 3

Core modules


Consumer and Marketing Psychology - (20 Credits)

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 - (30 Credits)

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 - (20 Credits)

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 - (20 Credits)

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.


Optimising Operations and Change - (10 Credits)

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.


You will also select one of the following pathway optional modules:


Brand Strategy - (10 Credits)

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 - (10 Credits)

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 - (10 Credits)

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 - (10 Credits)

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.




Free Option - (10 Credits)

You will also choose another elective module from any across the BA (Hons) Global Management at Year 3.