BA (Hons) Business (Marketing)

This module is designed to introduce you to digital marketing. This module is applied in its nature and challenges you to develop a digital marketing plan that will aid an organisation to achieve specific digital goals through careful consideration of selected marketing channels such as paid, earned, and owned media.

This module brings you to the forefront of modern practices: bridging the gap between theory and its practical application. You will thus explore a variety of current and emerging online and offline digital marketing tools and platforms in order to make recommendations to a client regarding your digital marketing strategy.

You'll enhance your understanding of Business 4.0 organisations such as Amazon, Google, Netflix and Uber and will encourage you to analyse how these organisations have optimised the digital advantage to create customer value. You will consider how Industry 4.0 has revolutionised marketing and led to marketing innovations including Artificial Intelligence, Conversational marketing in real time using chatbots, personal brand influencers, Search Engine Optimisation (SEO), omnipresence, internet marketing, relationship and mobile marketing.

This module develops your critical awareness of the principles, techniques and methods of business and management research. This module equips you with the ability to analyse and manage data and information and to understand the use of data and information in decision-making. You will evaluate the use of data and information in decision-making, will examine the types of data and information used within this process and will become familiar with a variety of research methods and analytical techniques used in business and related research. You will determine the impact of stakeholder needs on the collection, analysis and interpretation of data and information for decision-making and will be able to justify the tools and techniques employed.

Furthermore, you will become familiar with a variety of techniques that can be used to present data and information. You will also be able to analyse the impact of organisational and legal frameworks on the use of data and information in decision-making and will be able to evaluate the ethical issues impacting research and data management.

This module focuses on developing your knowledge and skills to manage projects successfully. Throughout this module you will be encouraged to reflect on how you have approached previous projects throughout the duration of your degree studies to date and to identify opportunities for further skills development ahead of completing your capstone project at Level 6.

During this module, you will identify, evaluate and utilise methods and tools for planning tasks and activities, as well as extending your knowledge of how to implement and manage project activities, build stakeholder relationships, manage resources and risk, monitor progress and report on outcomes. The ability to manage projects and work as a wider project team member is a vital skill for all managers.

You will work collaboratively in small groups adopting a project-based learning approach to develop the requisite skills to manage projects effectively in order to achieve results. A hands-off approach to formal taught delivery will prevail and you will be challenged to further develop your employability skills through adopting a self-starting and self-managed approach to achieving learning gain.

This module has been designed to assist you to further develop your understanding of the world of work and to bridge the gap between your academic studies and future employment.

You are encouraged to personalise your learning experience from this module and will undertake a minimum of a 30-hour work placement. Regardless of the number of learning experiences that you select, the intent of the work placement experience should focus on identifying and developing a range of personal and employability skills. You are encouraged to complete the Graduate Attributes Excellence Award as part of this module.

The experiential learning from this module culminates in a practical assessment where you showcase your skills development in readiness for employment / self-employment.

This module will enable you to develop an understanding of the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. The module will provide you with the opportunity to explore how innovation and disruption are influencing organisational growth and will equip you with the ‘know how’ to assess the key factors that facilitate innovation in organisations. You will be challenged to apply principles of innovation for a case study organisation of your choice and will develop the skills necessary for developing a business case for marketing related innovation(s). Furthermore, the practical nature of this module will furnish you with the skills required to develop a plan for the communication of the innovation(s).

This module will enable you to develop an understanding of the factors that influence decision-making, behaviour, and consumption, including individual and organisational perspectives. Furthermore, the module aims to further your understanding of the key features of a customer service culture and the customer journey, which, if managed effectively, will impact on an organisations success. You will reflect on your own buyer behaviours and customer experiences to produce the assessed piece for this module and thus this module tasks you to continue to develop a critically reflective and evaluate approach to your studies.

This module equips you with an understanding of CSR and sustainability in global and organisational contexts. This module will empower you to take positive action as informed global citizens in line with The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015.

The Agenda provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries - developed and developing - in a global partnership. They recognise that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests. These SDGs will therefore underpin the teaching and learning ethos of this module.

Through undertaking the module, you will begin to develop the knowledge and skills required to develop practices for managing and leading Corporate Social Responsibility and sustainability in an organisational setting. The approaches taken to manage and lead CSR and sustainability differ according to the genre and purposes of the individual organisations. Hence the critical exploration of case studies will help support you to develop a fuller understanding of CSR / sustainability in a variety of organisational contexts.

You will take positive action within this module by working together as part of BGU's Enactus team to actively tackle global challenges. This experiential approach affords you the opportunity to engage with the world’s largest experiential learning platform. (Enactus is a global network of global business, academic and student leaders unified by one vision—to create a better, more sustainable world.)

This module provides you with an opportunity to explore the meaning of equality, diversity and inclusion. Equality, diversity and inclusion are important drivers of organisational performance, benefiting staff and stakeholders.

For you to be effective as future fit employees and aspiring managers and leaders it is key that your everyday sense of ‘normal’ and the lenses that impact on how you see and interpret the world around you are explored. These individual lenses through which a person sees, frame the attitude and response to a changing world brought ever closer by globalisation. Through undertaking this module, you will come to understand that promoting and supporting diversity in the workplace is an important aspect of good people management and that it is about valuing everyone in the organisation as an individual.

Furthermore, you will come to understand that in order to reap the benefits of a diverse workforce it is vital to have an inclusive environment where everyone is encouraged and enabled to participate and achieve their potential. You will develop an understanding of UK legislation – covering age, disability, race, religion, gender and sexual orientation among others. You will come to appreciate that this sets the minimum standards, and that an effective diversity and inclusion strategy goes beyond legal compliance seeking to add value to an organisation, contributing to employee well-being and engagement.

Through undertaking this module, you will be empowered to champion equality, diversity and inclusion and to challenge others to do the same if / where needed.

This module introduces you to the principles of managing and leading individuals, teams and organisations and provides an opportunity for you to evaluate and understand approaches for supporting, motivating and inspiring others to meet and exceed expectations. You will use case study examples to extend your knowledge and understanding and to review best practice in the workplace.

An in-depth understanding of the theoretical and practical approaches to leading and managing effectively will thus prevail. Furthermore, you will analyse and evaluate the merits of various methods that can be used to monitor organisational, individual and team performance. Managing and leading in both physical and remote environments as well as in hybrid settings whereby individuals typically have more freedom to work when and where they choose will also be explored.

This module provides you with the opportunity to continue to develop and demonstrate the critical knowledge and understanding gained on your degree programme so far. The module will introduce you to the many ways in which researchers might choose to collect and analyse data and produce scientific and rigorous research.

You will therefore gain an insight into research methods and the ethical considerations involved in conducting research. It will give you an appropriate base of knowledge by which you can start to make your own research decisions and complete a research project of your own design. The module affords you an opportunity to develop knowledge on how to create appropriate research aims, questions, and objectives, appropriate methods of data collection and analysis, and the ethics of research.

This module is supported with a number of classroom-based activities (i.e. lectures, seminars, and workshops) introducing you to the types of research methods and issues identified above. A research and ethics proposal template will also be provided, the submission of which will form the culmination of this module.

This module provides you with the opportunity to undertake a research-based project, drawing on academic advice as well as your own interests and intellectual skills, to produce a substantial written dissertation.

You conduct your research by addressing self-formulated questions, supported by the critical selection, evaluation and analysis of primary and secondary source material. By these means you will devise and sustain a core argument, and /or solve relevant business problems. The dissertation module affords you an opportunity to extend your knowledge in a topic area of your choice related to the programme and to produce an extended project that will provide a strong talking point for future interviews, or for applications to further study.

This module offers the potential for enhanced employability through demonstrating a deep understanding of the application of business theory and skills to analyse and evaluate real world situations. This module is supported with whole class workshops at various intervals during the semester; these seek to guide the management research process and the successful presentation of a business dissertation.

You also benefit from individual tutors (one-to-one supervision during the semester with your supervisor who closely monitor and advise on the development of appropriate, distinctive, and critical arguments in respect of the chosen subject of study.

This module will enable you to develop an understanding of the strategic approaches to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. You will have the opportunity to personalise your learning from this module by centring your learning around brands that are of personal interest to you. You will develop insight into establishing and positioning brand strategy, and how to manage a brand so it continues to deliver the brand promise. You will also be introduced to some of the tools and techniques that marketeers use in order to monitor and maintain the brand in the long term. In real terms, this module will help you to develop your understanding of brand strategy, brand management and brand metrics.

This module will enhance your understanding of marketing in a global context and will provide you with an understanding of the principles and tools relating to strategic marketing in a global context and the opportunity to explore strategic marketing issues within a global context (digital and offline). In real terms, this module will help you make sense of the decisions, processes and frameworks involved in strategic marketing and to provide you with an awareness of the factors, issues and challenges which impact on an organisation's global marketing activities. You will take an action-centred approach to your studies within this module and will have the opportunity to explore how global marketing strategy implementation is realised within an array of case study organisations.

This module equips you with the knowledge and skills to business plan for start-up. This module is practical in nature and provides you with the opportunity to create a business plan for a commercially viable product or service through a workshop approach.

You will create a plan that will guide you in defining your unique selling proposition (USP) and give you clarity of the marketplace in which you choose to operate. You will be supported to seek out relevant enterprise guidance and support from outside agencies such as the local chamber of commerce and The FSB and will be encouraged to test start-up ideas in a safe environment using the facilities and expertise of the on-site business incubation centre BG Futures.

This module provides you with the opportunity to explore social innovation and entrepreneurship. You will review and analyse; the characteristics of social entrepreneurship, innovative, up-to-date research on the ecosystems of social entrepreneurship, the behaviour of social entrepreneurs, their ability to produce social innovation, social capital and social inclusion, and the role of stakeholders in fostering socially oriented businesses.

You will be encouraged and supported to network with social entrepreneurs in order to explore first-hand the diversity of the social enterprise sector. In networking with social entrepreneurs you will consider the motivations and role of social entrepreneurs and social enterprises in the modern world.