masters

Online BA (Hons) in Marketing (Top up)

Programme Overview

This Marketing honours degree programme is aimed at producing graduates who are empowered with essential marketing tools and knowledge sought by employers in today’s dynamic global workplace. The BA (Hons) in Marketing (Top-up) is designed to give you a comprehensive understanding of the key skills and practices used by marketing executives and their organisations to make informed marketing decisions that are vital to the success of any business.

You will learn how to critically evaluate key marketing models and apply them to a real-life business problem at a strategic level by conducting your very own research project.

Module synopsis

By the end of this course, you should be able to:

  • Demonstrate a comprehensive understanding of marketing theory
  • Analyse strategic market behaviour
  • Understand the principles and responsibilities of other management functions, including human resources, accounting and finance
  • Show a real awareness and understanding of contemporary global business issues
On a more practical level, you will be able to:
  • Apply relevant techniques to identify and exploit market opportunities
  • Devise appropriate marketing objectives around customer acquisition and retention
  • Plan and execute research projects
  • Effectively communicate results at whatever level is appropriate to the audience

This course delivers a good balance between academic and vocational content. The emphasis is on delivering a good grounding in marketing and management theory, whilst also preparing you for a successful career.

It also cultivates the intellectual capacity to enable you to continue to develop and keep pace with a changing business environment.

Modules for this course include

International Marketing

This module is designed to provide students with an understanding of marketing from an international perspective. The increased access to new markets across the world means that both opportunities and threats face marketers in the global context.

Overcoming cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. Although the module examines a range of case examples and international markets, special attention is given to the Chinese market.

Rapid economic growth, hosting of the 2008 Olympic Games, government support and WTO accession means China is an attractive market to many potential investors. However, it still remains a largely unknown market. Given the huge number of multinational firms now operating in China, e.g. Siemens, Ikea, McDonalds' and BP, many employers now expect international marketers to have knowledge outside Europe.

The lectures will therefore enable students to analyse marketing issues in an international context by providing a range of theoretical frameworks and practical examples.

By the end of this module, you should be able to:
  • Demonstrate a full understanding of the environmental challenges facing international marketers
  • Show how an international marketing mix can be applied to real case examples
  • Distinguish between the range of market entry methods
  • Construct an international marketing plan
  • Assessment:

    The module will be assessed via a 3,000 word written assignment on a topic related to the module.

Marketing Consultancy

This module will give students the opportunity to undertake an in-depth marketing project for a client organisation or to undertake a case study consultancy project. Students will work in groups and be given a live project for which they will be expected to work towards a solution to some 'need' that the client and students will have identified.

The course lecturer will act as a consultant/facilitator and be available to advise the student group(s) at the times indicated on the timetable and at any other time as necessary, this being agreed with the group leaders. The project will entail the students visiting the organisation and discussing problem areas identified by clients of the organisation. A specific marketing 'need' will be identified, agreed between the student consultants and the client and a solution.

By the end of this module, you should be able to:
  • Recognise and critically evaluate the advantages to be gained by working together in groups on a 'live' time constrained project and be aware of the difficulties and problems this will involve
  • Explore and evaluate the business and marketing information needed when working with outside clients on a live marketing project
  • Demonstrate information collection, classification, prioritisation and analysis skills as well as problem identification skills and be able to relate this to marketing theories and concepts
  • Critically justify and rigorously apply appropriate methodologies, techniques and practical strategies; being sensitive to the context
  • Working as a group, present a commercially credible proposal to an outside client, using an oral as well as a written presentation or to the lecturer consultant for the marketing simulation
Assessment:

The module will be assessed via a 2,000 word group assignment (weighting 60%) and a 30 minute presentation (weighting 40%) on a topic related to the module.

Sustainable Management Features

This module is a core module on all of AIBS Pathways. It is a capstone module that takes a futures perspective on management, organisations and the changing nature of business and enterprise models. It is both a forward looking and integrative module that aims to bring together our students understanding of the evolving context of sustainable management.

This module is a core module on all of AIBS Pathways. It is a capstone module that takes a futures perspective on management, organisations and the changing nature of business and enterprise models. It is both a forward looking and integrative module that aims to bring together our students understanding of the evolving context of sustainable management.

By the end of this module, you should be able to:
  • Develop an understanding of the complexity of the dynamics concerning sustainable management in its three dimensions: planet, people and profit
  • Critically evaluate individual and organisational actions and behaviour against a framework for sustainable management practices
  • Examine the various types of corporate 'failures' and evaluate the policy responses available together with the case for sustainable management
  • Apply sustainability theories and principles to case study examples of business behaviour reflecting on our role as citizens, social actors, managers, leaders and human beings responding to the challenges of sustainability
Assessment:

The module will be assessed via a 3,000 word assignment around a relevant case study.

Undergraduate Major Project

The Major Project module allows students to engage in a substantial piece of individual research and/or product development work on a selected topic within the broad business and management field, as appropriate to their interests and background. The project topic will be assessed for suitability to ensure sufficient academic challenge and satisfactory supervision by an academic member of staff.

The chosen topic will require the student to identify/formulate problems and issues, conduct literature reviews, evaluate information, investigate and adopt suitable development methodologies, determine solutions, develop hardware, software and/or media artefacts as appropriate, process data, critically appraise and present their findings using a variety of media. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills.

By the end of this module, you should be able to:
  • Choose and define the scope of an appropriate area for structured investigation/design/development
  • Collect, organise, understand and interpret information from a variety of appropriate resources, acting autonomously, with minimal supervision
  • Identify, select and justify the use of appropriate techniques, methods and development strategies
  • Critically evaluate evidence to justify and support conclusions/recommendations
  • Communicate effectively in a form appropriate to the topic chosen and audience identified, and produce detailed and coherent work
Assessment:

The module will be assessed via a 10,000 word report.

Organisational Transformation in Practice

This module provides the opportunity for students to engage with the leadership and organisational challenges of major transformational change in organisations, communities and societies. This is presented through case examples to illustrate the nature of the attitude, values and behavioural change issues required for successful employee engagement in an organisation's change agenda.

In the management and leadership field much is written and discussed about behaviour, skills and talents, belief systems, values, identity (both in personal terms and as 'brand' in the context of organisations), vision and purpose. Using various tools, for example IHD's 7 Element Framework, students will be encouraged to make sense of each of these ideas and the inter-relationship between them. This will be set against a real/simulated strategic learning context.

By the end of this module, you should be able to:
  • Understand the values and leadership behaviours that create the modern enterprise and equip individuals to manage/lead in globally transformational contexts
  • Develop a robust understanding of leadership and change management within the context of organisational transformation
  • Utilise the 7 Element framework as a diagnostic tool to evaluate leadership capability in a team or organisation
  • Demonstrate an ability to reflect upon one's own management development journey against the context of employability in global and transformational settings of the future
Assessment:

The module will be assessed via a 3,000 word portfolio.

Retail Marketing

The module applies core marketing principles in a retail context and develops specialist knowledge of the retail industry from a marketing perspective. There are clear links to other business curriculum areas: marketing management, consumer behaviour, human resources, operations management and economics. Retailers are never far from the news and their marketing activities are equally visible to students of retail marketing and to consumers.

This makes for an exciting and rewarding area of study as the module examines the fast moving nature of the retail environment and the increasingly difficult task retail marketers face in connecting with consumers in a crowded and competitive market place. Retail marketing is explored through a combination of lectures and a seminar programme where key issues are addressed through discussion of case study material drawn from the popular and professional press, retailer 'in-house' publications and traditional and contemporary academic literature.

By the end of this module, you should be able to:
  • Critically analyse core marketing principles and how they are applied in retail marketing
  • Develop a robust understanding of leadership and change management within the context of organisational transformation
  • Make an in-depth comparison of marketing mixes and strategies in the context of national and international retail operations
  • Critically evaluate key variables affecting the future of retail marketing
Assessment:

The module will be assessed via a 3,000 word assignment.

Strategic Management Analysis

The module is designed to provide students with a holistic view of an organisation's strategic position and thus the ability to appreciate the importance of strategic decisions at all levels of the business. Its primary aim is to provide a vehicle for considering issues which cut across the functional boundaries of business organisations and which require multi-disciplinary skills in the solution.

The module is concerned with the strategic analysis of organisations with regard to their competitive positioning, their strategic fit with their environment and their management style and culture. This analysis will form the platform for reviewing strategic options in response to the competitive environment and for considering aspects involved in implementing such strategic options.

By the end of this module, you should be able to:
  • Demonstrate an understanding of the importance of strategic resource capabilities of business organisations (including culture and finance), the organisations' strengths and weaknesses and their impact upon organisational dynamics
  • Demonstrate an understanding of the nature and dynamics of the competitive environment in which business organisations operate, with particular focus on environmental threats and opportunities
  • Undertake a detailed analysis and evaluation of the resource capability and competitive environment of business organisations, with particular focus on the strategic fit of such organisations
  • Interpret that detailed analysis correctly and then report and present those findings in an appropriate manner
Assessment:

The module will be assessed via a 3,000 word assignment.

Entry requirements

The BA (Hons) in Marketing (Top up) is designed for applicants holding a Level 5 qualification in Marketing and wishing to obtain a recognised degree in order to enhance their career prospects in marketing.

This degree programme helps to equip you for a career in the marketing industry, providing a range of practical and theoretical skills that are transferrable to the marketing function of any organisation. The global focus of this programme will develop your ability to strategically analyse complex business situations and enhance your awareness of the various factors that are currently shaping the demands of businesses and consumers in a local and global context.

Typical Entry Requirements:
  1. Secondary Education equivalent to three GCSE’s and two A-Levels AND
  2. A good command of English (IELTS Level 6.0 for students requiring a Tier 4 visas, or recognised equivalents) PLUS
  3. One of the below Access Qualifications
    • ABP Extended Advanced Professional Diploma in Business & Marketing Management
    • ABE Advanced Diploma in Business Administration/Marketing
    • ABE Graduate Diploma in Business Administration/Marketing
    • Edexcel Higher National Diploma in Marketing

Resources

The following is included for all study modes:

  • Course materials that include structured lecture notes, practical applications giving real world examples, and case studies that challenge you to apply your knowledge
  • Assessment materials via the (IMSS) Integrated Modular Study System E Learning Platform
  • Online Community to keep in touch and share with fellow students online
  • A comprehensive e-library that contains recommended study texts and reference books available for online reading
  • Mintel market reports, providing industry reports, financial analysis and company information
  • Two complimentary digital publications to support your revision
In addition to the above, you will also receive the following:
  • Welcome webinar upon course commencement
  • Online webinars for assignment/exam workshops
  • A dedicated one-to-one tutor is assigned to provide comprehensive support throughout the course
  • Supervision for all Major Project modules

Timetable

Timetable Summary

Start Date:06/02/2015
End Date:04/01/2016
Module 1:Strategic Management Analysis
Module 2:International Marketing
Module 3:Marketing Consultancy
Module 4:Undergraduate Major Project
Module 5:Sustainable Management Futures
Module 6:Organisational Change Management
Module 7:Retail Marketing