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This module introduces you to the strategic role of marketing within the wider global business environment. You will explore how organisations operate within dynamic economic, political, technological, cultural, and social contexts, and how these forces shape global markets and corporate decision-making.

You will dive into the concept of market insight, focusing on how organisations gather and interpret data regarding customers, competitors, and industry trends. Through practical exercises, business simulations, and games, you will master key analytical frameworks used to evaluate the external marketing environment, learning how to transform raw market insights into strategic business opportunities.

This module introduces you to the core principles and concepts that underpin modern marketing practice. You will explore how organisations create and deliver value for customers by building effective marketing mixes and executing targeted strategies.

This module examines foundational concepts including segmentation, targeting, and positioning, alongside the traditional marketing mix: product development, pricing, distribution, and promotion. Through real-world case studies and practical exercises, you will learn how marketing activities are coordinated to drive organisational success, gaining the essential analytical skills needed to solve complex marketing problems and propose strategic solutions.

This module introduces you to how and why people buy and use products and services, exploring personal factors like motivation, personality, and decision-making alongside broader psychological, social, and cultural influences. You will examine key theories from psychology, sociology, and behavioural science to understand how individuals and groups perceive brands and make purchasing decisions in both physical and digital marketplaces. Through practical seminar tasks, you will learn to interpret consumer behaviour and apply these valuable behavioural insights to shape effective marketing strategies, brand positioning, and communications. 

Social Responsibility in Action  

This module examines the relationship between organisations, society, and sustainability, exploring how environmental, social, ethical, and regulatory contexts shape modern professional practice. You will engage with key concepts such as sustainable consumption, responsible practice, and the societal impacts of corporate activity while navigating the natural tensions between commercial goals and environmental responsibility.

This module focuses on how sustainability shapes real-world marketing and communications and how organisations can promote positive social impact, ethically influence stakeholder behaviour and navigate complex regulatory landscapes to build responsible strategies in a global business context.

Marketing Communications in a Digital Context 

This module provides an introduction to marketing communications within a dynamic digital environment, driven by advancements in technology and social media. You will explore the evolution of digital channels and analyse their deep impact on brands, consumer behaviour, and organisational accountability.

This module analyses digital communication metrics such as audience engagement, reach, and effectiveness while critically examining the ethical, cultural, and societal implications of a highly connected world. Bridging theory with creative practice, you will learn how digital transformation reshapes communication across both commercial and non-profit sectors. You’ll gain hands-on experience developing responsible, high-impact marketing messages for real-world scenarios.

This module introduces you to the strategic management and evolutionary background of branding, moving beyond names and logos to look at how brand managers act as storytellers creating elaborate "brandscapes." Inspired by Sidney J. Levy’s observation that people buy products for what they mean rather than just what they do, you will explore how brands symbolise images, values, and self-identity.

You will examine contemporary brand theory and practice, discovering why long-term business success depends on fostering and protecting deep consumer-brand relationships. Combining theoretical and practical insights, you will master the creative processes involved in creating, designing, positioning, and managing sustainable brands across multinational corporations, SMEs, digital businesses, and non-profits alike.

This module focuses on how organisations strategically coordinate a diverse range of communication tools such as advertising, digital media, public relations, influencer marketing, and content strategies used to engage audiences and achieve marketing objectives. You will explore the critical importance of brand consistency and seamless integration across multiple channels to deliver coherent messages and unified customer experiences. Applying theory to practice, you will design a comprehensive, integrated marketing communication strategy tailored to solve a real-world business need and learn how to evaluate its effectiveness. 

In Block 3, you will choose a specialist module from one of the below.

Customer Experience and CRM Fundamentals  

This module explores the strategic roles of Customer Experience Management (CXM) and Customer Relationship Management (CRM) in building long-term loyalty and organisational value. You will examine how organisations collect and analyse customer data to deeply understand behaviour, preferences, and engagement across every touchpoint of the customer lifecycle.

Through real-world case studies and applied exercises, you will gain hands-on experience with key CRM tools and strategies used to boost retention and enhance satisfaction. You will learn to map intricate customer journeys and design targeted engagement strategies that turn everyday transactions into lasting brand relationships.

International and Cross-Cultural Marketing  

This module examines the unique challenges and opportunities associated with marketing across international and cross-cultural contexts. You will explore how diverse cultural factors influence consumer behaviour, communication styles, and overall purchasing decisions globally.

Through real-world case studies and comparative analysis, you will analyse international markets and evaluate how global organisations strategically adapt their marketing approaches to fit local contexts while maintaining essential brand consistency. You will learn to leverage deep cultural insights to develop highly appropriate, impactful marketing responses for diverse global audiences.

In Block 4, you will choose two specialist modules from the below.

Experiential Marketing and Events Management  

This module explores how organisations strategically use experiential marketing and live events to captivate audiences and create memorable brand experiences. Diving into core design and experience theories, you will study foundational concepts such as the experience economy, service encounters, co-creation, symbolic interactionism, and the "tourist gaze."

You will examine the role that immersive environments play within broader marketing communication strategies. Beyond theory, the module focuses on the practical planning, logistics, risk management, and evaluation of marketing events. Putting your skills into action, you will learn to align events with brand identity and maximise audience engagement by designing and delivering a live event concept.

Consumers, Society and Sustainability 

This module introduction to the relationships between consumption, society and wellbeing in contemporary consumer cultures. It provides an introductory perspective on how marketing systems shape consumer behaviour, societal norms and environmental outcomes. Drawing on insights from sociology, psychology, cultural studies and public policy, this module encourages you to explore how consumption influences individuals and society.

This module is informed by perspectives from Critical Marketing and the Sociology of Consumption. Through the use of case studies, policy discussions and media analysis, you will examine key social issues such as ethical consumption, sustainability challenges and the role of corporations and policy in shaping consumer environments. 

By engaging in a range of real-world materials, including reports, media content and policy discussions related to contemporary consumer issues, this module aims to help you recognise the wider impacts of consumption and explore ways in which more sustainable and responsible consumption practices can be encouraged.  

Social Marketing and Behaviour Change 

This module explores how social marketing leverages psychology, behavioural economics, and marketing to influence behaviours that benefit individuals and society. You will examine how attitudes, social norms, habits, and environmental cues shape human choices.

Applying these insights to real-world challenges such as public health, sustainability, and social justice, you will learn to design campaign interventions while critically evaluating the ethical implications of behaviour modification. Finally, you will develop the skills to create behavioural change initiatives that are both effective and socially responsible.

This module explores the vital contribution that academic research in marketing makes to business and society, enhancing your understanding of the research process while sharpening your critical reflection skills. You will dive into contemporary global challenges ranging from sustainability to artificial intelligence, and explore the academic conversations currently shaping corporate strategy, policy, and practice.

Through guest lectures and researchers, you will examine real-world case studies. With interactive seminars and workshops, you will build your confidence, equipping you with the practical skills needed to solve complex, modern problems.

This module explores the design, development, and management of compelling content marketing strategies that engage audiences and support organisational objectives. You will develop practical skills in content planning, storytelling, multimedia communication, and the creative use of diverse digital platforms. You will understand the strategic alignment of content marketing with core brand identity, deep consumer insights, and overarching marketing goals.

Putting theory into practice, you will design, justify, and create original marketing content tailored for digital environments. You will learn to use academic theory and real-world industry insights to inform your strategic decisions, while mastering the analytical skills needed to evaluate content effectiveness. Finally, you will reflect on how content marketing actively shapes modern brand narratives, digital engagement, and long-term customer relationships.

In Blocks 3 and 4 of your final year, you will study Behavioural Science for Marketing Professionals alongside completing either a Brand Portfolio OR a dissertation.

Behavioural Science for Marketing Professionals

This advanced module explores how behavioural science is applied to contemporary marketing to understand, predict, and influence consumer decisions. You will critically engage with the psychological, cognitive, emotional, and socio-cultural drivers that shape how people choose and buy.

The curriculum emphasises hands-on application, teaching you how to use behavioural insights to solve real-world marketing challenges through experimentation, testing, and optimisation across branding, digital environments, and customer experiences. You will evaluate the ethical boundaries of these interventions, focusing on transparency, consumer autonomy, and avoiding manipulation.

Brand Portfolio

This practical, industry-focused module offers an alternative to the traditional dissertation, giving you the opportunity to create, develop, and launch a new brand concept from the ground up. You will conduct primary and secondary market research, apply advanced brand-building theory, and transform your insights into tangible, real-world creative strategies. Replicating agency-standard practices, this module gives you the opportunity to apply everything you have learned throughout your degree and deliver a professionally presented, market-ready project that serves as a powerful centrepiece for your future graduate employer portfolio. 

Dissertation

This module gives you the opportunity to conduct independent academic research on a marketing topic that excites you personally. Whether its expanding on a previous module, exploring a placement insight, or investigating a new trend. You will design and execute a primary research project with the guidance of lectures, seminars, and an assigned academic supervisor. Building on your foundational knowledge of consumer behaviour and research methods, you will set your own goals and demonstrate your ability to apply rigorous academic theory to real-world marketing challenges.