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The first intake for this course is Sept 2021/22.

From clothes and technology, to food and entertainment, the products and services we buy help define our lives. And as a marketing professional, you’ll help to shape the decisions behind those all-important purchases – backed by the specialist knowledge gained from our BA (Hons) Marketing degree. 

Your studies will comprise two-thirds specialist studies in marketing and one-third broad-based business modules, spanning key topics including marketing planning and research, buyer behaviour, integrated marketing communications and data-driven marketing. 

You’ll also be in full control of your learning journey, with opportunities in your second and final year to select from a range of optional modules such as digital marketing, business-to-business marketing and retail marketing, as well sport, fashion or music marketing. This allows you to hone your skills and knowledge in a specific area within the wider world of marketing, giving you a further edge when pursuing graduate roles.  

You will be encouraged to undertake a work placement, study abroad or combine both.  In your final year, you’ll have the option to carry out a management enquiry project or a dissertation depending on whether you completed a placement. The management enquiry project will allow for working individually to investigate a real business issue, and gaining critical practical experience. 

The course content has been developed in partnership with industry bodies the Data and Marketing Association (DMA) and the Chartered Institute of Marketing (CIM), providing professional-level knowledge that gives you exemptions from taking some of their official qualifications. You can also enhance your industry knowledge further by gaining additional CIM and DMA qualifications alongside your studies. Our BA (Hons) Marketing degree is also covered by the prestigious Association to Advance Collegiate Schools of Business (AACSB) accreditation for Newcastle Business School. 

Beyond this recognition, our students’ experience speaks for itself – in the National Student Survey 2018, 91% of students on the course said that they were able to access course-specific resources such as equipment, facilities and software whenever they needed it, while 95% said they’d had the right opportunities to work with other students as part of the course. 

The University are actively seeking Professional, Statutory and Regulatory Body (PSRB) accreditations from the Chartered Institute of Marketing (CIM) and the Institute of Data and Marketing (IDM) for this programme, however these are subject to approval by the relevant accrediting body.

           

The first intake for this course is Sept 2021/22.

From clothes and technology, to food and entertainment, the products and services we buy help define our lives. And as a marketing professional, you’ll help to shape the decisions behind those all-important purchases – backed by the specialist knowledge gained from our BA (Hons) Marketing degree. 

Your studies will comprise two-thirds specialist studies in marketing and one-third broad-based business modules, spanning key topics including marketing planning and research, buyer behaviour, integrated marketing communications and data-driven marketing. 

You’ll also be in full control of your learning journey, with opportunities in your second and final year to select from a range of optional modules such as digital marketing, business-to-business marketing and retail marketing, as well sport, fashion or music marketing. This allows you to hone your skills and knowledge in a specific area within the wider world of marketing, giving you a further edge when pursuing graduate roles.  

You will be encouraged to undertake a work placement, study abroad or combine both.  In your final year, you’ll have the option to carry out a management enquiry project or a dissertation depending on whether you completed a placement. The management enquiry project will allow for working individually to investigate a real business issue, and gaining critical practical experience. 

The course content has been developed in partnership with industry bodies the Data and Marketing Association (DMA) and the Chartered Institute of Marketing (CIM), providing professional-level knowledge that gives you exemptions from taking some of their official qualifications. You can also enhance your industry knowledge further by gaining additional CIM and DMA qualifications alongside your studies. Our BA (Hons) Marketing degree is also covered by the prestigious Association to Advance Collegiate Schools of Business (AACSB) accreditation for Newcastle Business School. 

Beyond this recognition, our students’ experience speaks for itself – in the National Student Survey 2018, 91% of students on the course said that they were able to access course-specific resources such as equipment, facilities and software whenever they needed it, while 95% said they’d had the right opportunities to work with other students as part of the course. 

The University are actively seeking Professional, Statutory and Regulatory Body (PSRB) accreditations from the Chartered Institute of Marketing (CIM) and the Institute of Data and Marketing (IDM) for this programme, however these are subject to approval by the relevant accrediting body.

           

Course Information

UCAS Code
N555

Level of Study
Undergraduate

Mode of Study
3 years full-time or 4 year sandwich

Department
Newcastle Business School

Location
City Campus, Northumbria University

City
Newcastle

Start
September 2021

Fee Information

Module Information

Department / Newcastle Business School

Newcastle Business School has a global reputation for delivering some of the best business management education in the UK.

Sustainable / Northumbria supports the UN Sustainable Development Goals

Student Life / #IAMNORTHUMBRIA

Discover more about life in Newcastle and studying at Northumbria

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Accounting. Speak to staff and students from the course and get a tour of the facilities.

In your first year, you’ll be introduced to key global marketing principles as well as the core analytical skills required for building effective marketing strategies. Studies in subsequent years include modules covering a wide range of marketing disciplines – from content marketing, consumer experience and market research and planning, to digital and data driven marketing and branding. 

You’ll learn through a variety of teaching methods including lectures, seminars, problem-based workshops, webinars, case discussions, practical activities, group work and tutorials. To help you develop your independent learning skills, you’ll also complete directed tasks – assignments you undertake in your own time.   

We back up all our teaching with well-designed support systems to help you get the most from your opportunities. And we make sure that we build extensive feedback, from both tutors and peers, into the course. Throughout your studies, you’ll be able to discuss any academic or personal issues with your Personal Tutor.   

Assessments involve applying business principles to solve problems and then demonstrating your thinking through business reports, presentations, portfolios and more. In the final year, you’ll complete an assessed dissertation, management enquiry or consultancy project. 

Northumbria University has joined forces with the Chartered Institute of Marketing (CIM) to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. The (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career. 

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Marketing Management. Speak to staff and students from the course and get a tour of the facilities.

Newcastle Business School has a global reputation for delivering some of the UK’s best business management education. We’re part of an elite group of business schools worldwide with double accreditation from the Association to Advance Collegiate Schools of Business (AACSB) in business and accounting. 

Our staff have come to us from a range of backgrounds and now share their passion with students. A number have an international background and have worked on both the client and agency sides of the marketing profession. Our specialisms include search engine optimisation and online content creation, sustainable marketing, consumer psychology and branding strategy. What’s more, the School’s teaching team is always looking to explore new fields of knowledge and generate ground-breaking concepts and insights. Over 40% of our publication outputs and 60% of our impact case studies have been assessed as internationally excellent or world leading (REF 2014). 

Within the Marketing department, you’ll also benefit from the work of our internal Behaviour, Brand and Digital Insights research group. Its aim is to create a collaborative research culture and deliver impactful research, helping to keep your studies at the forefront of academic thinking. 

Staff / Meet the Team

At Northumbria we know how important it is that you are taught by staff who understand the business world. That is why all of our staff have industry experience and connections to help your learning.

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Marketing Management. Speak to staff and students from the course and get a tour of the facilities.

At Newcastle Business School you’ll experience a first-class education in a world-class environment. From our social spaces and hub areas to lecture theatres and exhibition spaces, our facilities are exceptional. For example, the 24/7 university library achieves some of the highest levels of student satisfaction in the UK and has held the Cabinet Office accreditation for Customer Service Excellence since 2010. 

We’re also committed to helping you make the most of Technology Enhanced Learning (TEL) by embedding it throughout the course. Tools such as the ‘Blackboard’ eLearning Portal and electronic reading lists are there to help you efficiently and thoroughly prepare for seminars and independent research. Lecture capture software means you can revise previously lectured material online in your time, as well as at your speed.  

There are plenty of opportunities to put your learning into practice through volunteering, internships and placements. This includes the Business Clinic that enables you to participate in a ‘consultancy firm’ to provide advice for our region’s businesses – an initiative that’s seen our students work with almost 300 client organisations, providing free consultancy worth an estimated £1.2 million. 

Business Facilities

Newcastle Business School delivers first class teaching in a world class environment.

University Library

At the heart of each Northumbria campus, our libraries provide a range of study space and technology to suit every learning style.

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Marketing Management. Speak to staff and students from the course and get a tour of the facilities.

There’s a strong research ethos at Northumbria and it plays an important role in how you’ll develop as a critical, reflective and independent thinker. We take an enquiry-based, problem-solving approach. This introduces you to key research skills including information literacy, sampling, statistical reporting and surveying through the first year Marketing Consultancy and Study Skills modules, before developing your knowledge more deeply in the second year Business Research and Analysis module. In the final year you’ll undertake a significant investigatory task that can be either a dissertation, management enquiry or consultancy project.  

Throughout the course your learning will be shaped directly by the teaching team’s active research into their specialist subjects, as well as signature research themes that include digital business, strategic innovation and entrepreneurial leadership, and responsible business. Specific research areas include consumer behaviour, digital marketing and brand management. 

Research / Newcastle Business School

Newcastle Business School (NBS) is the 8th most improved Business School in the 2014 Research Excellence Framework (REF) National Assessment.

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Marketing Management. Speak to staff and students from the course and get a tour of the facilities.

Making your career happen is at the heart of all our Business courses – with every module designed to reinforce the transferable skills you’ll need in the workplace. We’ve also introduced two dedicated modules focusing on career-development skills: Marketing Study and Consultancy Skills, and Preparing for Professional Practice. 

Beyond the classroom, you’ll have opportunities to develop your career through practical experience and wider learning. In your second year, you can spend a semester studying abroad, or take an extra year before your final year studying elsewhere in the EU, or further afield such as the USA, Australia or China. 

Once you complete your studies, you’ll be in an excellent position to apply for graduate training schemes and graduate roles across the business world – from large corporations to small and medium-sized enterprises. Previous graduates have gone on to a variety of marketing roles covering everything from digital marketing and customer experience to market research. Should you wish to push your knowledge even further, the course also prepares you for postgraduate study – for example, on our MSc in Digital Marketing. 

Or, if your inner entrepreneur comes calling, you can take inspiration from our previous students’ outstanding track record, with the combined turnover of Northumbria graduate startups higher than any other UK university. 

Whatever you decide to do, you’ll have strong employability as a Northumbria graduate as every module of Northumbria Business School courses reinforces what you need to succeed. This includes the transferable skills that really matter to employers such as critical reflection and self-learning, collaboration and curiosity, and the ability to solve problems in sustainable and ethical ways. 

 

Career Edge / Added Experiences

You can boost your CV and develop your experience whilst studying at Northumbria.

Careers and Employment / Develop

From first year through to final year and beyond graduation, we are here to help.

Newcastle Business School

Book an Open Day / Experience Marketing Management BA (Hons)

Visit an Open Day to get an insight into what it's like to study Marketing Management. Speak to staff and students from the course and get a tour of the facilities.

Entry Requirements 2021/22

Standard Entry

128 UCAS Tariff points

From a combination of acceptable Level 3 qualifications which may include: A-level, BTEC Diplomas/Extended Diplomas, Scottish and Irish Highers, Access to HE Diplomas, or the International Baccalaureate.

Find out how many points your qualifications are worth by using the UCAS Tariff calculator: www.ucas.com/ucas/tariff-calculator

Subject Requirements:

There are no specific subject requirements for this course.

GCSE Requirements:

Applicants will need Maths and English Language at minimum grade 4/C, or equivalents.

Additional Requirements:

There are no additional requirements for this course.

International Qualifications:

We welcome applicants with a range of qualifications which may not match those shown above.

If you have qualifications from outside the UK, find out what you need by visiting www.northumbria.ac.uk/yourcountry

English Language Requirements:

International applicants shoud have a minimum overall IELTS (Academic) score of 6.0 with 5.5 in each component (or an approved equivalent*).

*The university accepts a large number of UK and International Qualifications in place of IELTS. You can find details of acceptable tests and the required grades in our English Language section: www.northumbria.ac.uk/englishqualifications

Fees and Funding 2021/22 Entry

UK Fee in Year 1*: TBC

* The maximum tuition fee that we are permitted to charge for UK students is set by government. Tuition fees may increase in each subsequent academic year of your course, these are subject to government regulations and in line with inflation.



EU Fee in Year 1: **TBC

**EU fees for 2021/22 are yet to announced


International Fee in Year 1: TBC

 

ADDITIONAL COSTS

There are various advised books for purchase throughout the duration of this course, and the cost is approximately £500. This course is accredited by the Institute of Data & Marketing, students are eligible to complete their Certificate in Digital Marketing (CertDM). This is optional but could incur the following costs :- Examination fee of £100 plus VAT. This course is certified by the Chartered Institute of Marketing, students are eligible to complete the Certificate in Professional Marketing. This is optional but could incur the following costs: CIM membership, £65: assessment £140.



Scholarships and Discounts

Scholarships and Discounts have not been announced for 2021/22 entry, please use the links below as in indication of what schemes are available for 2020/21 entry.

Click here for UK and EU undergraduate funding and scholarships information.

Click here for International undergraduate funding and scholarships information.



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Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

AF4038 -

Financial Decision Making (Core,20 Credits)

The ‘Financial Decision Making’ module will provide you with the knowledge and numerical and problem solving skills that will greatly enhance your employability within any business environment. You will be able to assess the performance of businesses with regard to profitability, solvency, financial structure and working capital management by means of analysing and interpreting their financial statements. You will also be able to make decisions in relation to planning and control for a business as a whole, and evaluate individual projects by using investment appraisal techniques, taking into account risk and uncertainty.

More information

BM9403 -

Business Analysis for Decision Making (Core,20 Credits)

In this module, you will develop the knowledge and skills in applying a variety of quantitative data analysis techniques to support business decision making. You will be introduced to business modelling using appropriate analytical tools, and your learning will cover a range of techniques to help business forecasting and data presentation.
In this module you will be exposed to a range of data analysis tools and skills, including:

• Business Analysis and Modelling: management of complex and varied data sets; building spreadsheet models.
• Data Trends and Associations e.g. identifying relationships between business variables.
• Business Forecasting and Predictive Modelling – analysing factors and trends for business planning.
• Business and Dashboard reporting – consolidation, interpretation and presentation of data for professional output.
• Data distribution, data presentation and using summary statistics – handling a range of data for statistical analysis.
• Gaining an understanding of the overlap between business and research data and the selection of appropriate tools for management of both types of data.

Working with these analysis tools, you will learn to develop confidence in dealing with a wide range of data sets. You will become familiar with the role of modelling as an aid to problem solving and will build skills which enable you to interpret data and present your findings to a range of audiences. Very importantly, you will gain a good understanding of the crucial role that analysis of data and interpretation of results plays in the decision-making arena.

More information

GA4001 -

Academic Language Skills for Newcastle Business School (Core – for International and EU students only,0 Credits)

Academic skills when studying away from your home country can differ due to cultural and language differences in teaching and assessment practices. This module is designed to support your transition in the use and practice of technical language and subject specific skills around assessments and teaching provision in your chosen subject. The overall aim of this module is to develop your abilities to read and study effectively for academic purposes; to develop your skills in analysing and using source material in seminars and academic writing and to develop your use and application of language and communications skills to a higher level.

The topics you will cover on the module include:

• Understanding assignment briefs and exam questions.
• Developing academic writing skills, including citation, paraphrasing, and summarising.
• Practising ‘critical reading’ and ‘critical writing’
• Planning and structuring academic assignments (e.g. essays, reports and presentations).
• Avoiding academic misconduct and gaining credit by using academic sources and referencing effectively.
• Listening skills for lectures.
• Speaking in seminar presentations.
• Presenting your ideas
• Giving discipline-related academic presentations, experiencing peer observation, and receiving formative feedback.
• Speed reading techniques.
• Developing self-reflection skills.

More information

HR9409 -

Preparing for Professional Practice (Core,20 Credits)

There is currently no summary for this module.

MK9412 -

Marketing Study and Consultancy Skills (Core,20 Credits)

As part of your marketing education, it is vital you develop competencies such as commercial awareness, analytical skills, interpersonal skills, creative thinking, problem solving, communication and time management. This module will prepare you for your degree and the graduate marketplace by equipping you with the skills required to tackle a wide range of marketing problems.

This hands-on module will provide you with an introduction to experiential learning, where you create knowledge through experience. You will work on live business projects and collaborate in teams to develop solutions to business problems. A core part of this process is reflection: appreciating your own skills, how they complement those of other group members and identifying areas for your own future development.

This module will complement ‘Introduction to Marketing’, where you will be focused on learning the core principles of the marketing subject. In this module you will apply these to business cases and also learn research and communication skills that will set you up to tackle future marketing modules.

More information

MK9413 -

Global Marketing and Communications (Core,20 Credits)

This module will examine a range of contemporary global marketing communication concepts within the current vibrant world trading environment. Within this module you will analyse the differences within aspects of local and international marketing planning. It will provide you with an understanding of key academic debates and marketing tools and will enable you to appreciate the multifaceted structure of global marketing and communications decisions.

This module will address a range of global marketing areas, more specifically will explore the following themes:

• Introduction to International Macro Environment
• Global trading environment: globalisation, localisation, glocalisation
• International marketing research
• Cross cultural issues
• Adaptation of marketing mix in the global context
• International marketing communication strategies
• International advertising and communication messages
• Traditional and digital media in global environment
• Ethical considerations in global marketing
• Global electronic marketing tools and strategies

More information

MK9414 -

Introduction to Marketing (Core,20 Credits)

This module will introduce you to the business philosophy and practice of marketing. It will examine how organisations can analyse and segment markets to improve performance and profitability by building long-term relationships with their customers. A wide range of marketing decisions is studied together with the influence of the changing marketing environment on these decisions.

Main lectures will introduce the basic theories of marketing:
• The Marketing Environment
• Consumer & Organisational Behaviour
• Target Marketing & Segmentation.
• Marketing Information Systems & Research.
• Dimensions of a Product, Branding and Product Life Cycle.
• Pricing Theory; strategies and tactics.
• The Promotional Mix: Advertising, PR, Direct & e-Marketing.
• Marketing channels

Whilst seminars and topical lectures will apply marketing theory to different case scenarios:
• Service Marketing
• Not for profit Marketing
• Food marketing
• Digital Marketing
• Environmental Marketing
• Sustainable Marketing

More information

BM9501 -

Business Research and Analysis (Core,20 Credits)

In this module you will experience a comprehensive coverage of research methods and analysis that will prepare you both for work placement or study abroad opportunities alongside preparation for your final-year “capstone” research module of either Dissertation, Management Enquiry or Consultancy Project.

You will learn how to develop a research question, and linked to this, be able to choose an appropriate method of research, dovetailing both learning experiences to the development of a critical assessment of the academic literature. You will gain a basic understanding of research philosophy, whilst the coverage and importance given to research ethics will play an important part of your learning within the module and you will appreciate as part of your learning how this underpins research of quality and integrity. The role of Ethics in research will cover study design, participant selection, data collection, data handling and storage and presentation of research findings.

You will learn how to apply quantitative and qualitative methods. In the quantitative applications, you will learn about questionnaire design, sampling, presenting and summarising data, statistical inference and hypothesis testing. You will have the opportunity to use a range of appropriate software tools, such as SPSS (or an equivalent). You learn to as well appreciate the importance of survey and questionnaire piloting. In the qualitative part of the module, techniques covered will include interviewing, focus groups and visual methods to generate data, supported by appropriate analysis methods. You will learn how to execute a critical and effective analysis of your research data for both approaches,

More information

HR9516 -

Human Resource Management Essentials (Core,20 Credits)

There is currently no summary for this module.

MK9525 -

Digital Business: Models, Marketing and Operations (Core,20 Credits)

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will focus upon 3 core areas of business:

• Digital Business Models: You will develop an understanding of the cost structures associated with using digital channels and different business models (including omnichannel business strategies)
• Digital Marketing: In this part of the module you will consider how consumer behaviour has changed in the digital era, and evaluate the ever-increasing range of digital tools available for marketers online. This will include understanding Google search rankings, social media and mobile marketing.
• Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance.

You will be encouraged to think about digital business as a cross-disciplinary issue that requires the buy-in and contribution of various business functions to truly succeed.

More information

MK9526 -

Market Research and Planning (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Planning’ and ‘Marketing Research’ in a successful organisation. Having already developed basic skills in research, this module will provide you with an understanding of how marketing planning and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantage.

First, the basics of marketing research are presented, enabling you to develop skills in applied qualitative and quantitative research. You will then learn the fundamentals of marketing planning, underpinned by the core components of the marketing mix and analysis frameworks and will then learn how to use marketing research in order to underpin marketing planning.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.
• Describe and explain the key theoretical terms and concepts of marketing planning. In addition, you will have the appropriate skills to develop research-driven marketing plans.
• Make use of qualitative and quantitative research findings in the development of evidence-driven marketing strategy and marketing plans.

More information

MK9527 -

Retail and Multichannel Marketing (Optional,20 Credits)

This module provides you with an understanding of the strategic marketing principles and tools used by retailers to satisfy both transactional and relational objectives.

You will consider the principles of retailing and how they translate into the practice of digital alternatives which have evolved in this vibrant sector, enabling retailers to engage and interact with customers across various platforms and touchpoints.

The following three themes will be covered within this module:

• The Principles of Retailing: Its role and importance to the economy and to customers and their decision-making process.
• The Retail Mix: An applied marketing mix (e.g. buying and selling, merchandising, service, store environment and image, digital alternatives).
• The Digital Revolution: How technology has impacted and evolved the retail function into a multichannel approach for ‘media meshing’ customers, requiring different approaches to the standard Retail Mix

On completion of this module you will be able to link theory to practice and analyse the options for different trading platforms for diverse types of product and service offerings and target markets. You will interpret and rationalise solutions to a range of business problems across alternative business retail models.

More information

MK9528 -

Customer Experience Marketing (Optional,20 Credits)

The module will encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. Given the increasing use of online business models and consumer savviness of how to move between suppliers, the importance of managing the customer experience has never been higher. With this in mind you will address the following:

• Customer Journey Mapping: You will also be introduced to the principles of managing the customer decision making journey and the company-customer touchpoints that occur prior, during and post-consumption.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice and reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics such as net promoter scores.
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

More information

MK9530 -

Dynamics of Marketing in Sport, Music and Fashion (Optional,20 Credits)

This module helps you gain an in-depth and up-to-date understanding of current marketing trends and marketing practice in sport/music/fashion industry. This module will develop your marketing and management skills including communication, problem solving, data analysis, critical, logical and reasoned thinking as well as experience with these skills and teamwork etc.

The main contents of the module will cover the following topics:

• An understanding of the characteristics unique to each industry
• Main issues and challenges in sport/music/fashion industry;
• Emerging marketing trends in sport/music/fashion marketing;
• An understanding the unique features of sport/music/fashion consumers and fans;

Marketing practices of sport/music/fashion products;
1. Products and branding
2. Price
3. Place
4. Promotion
Marketing practices through sport/music/fashion events;
1. Event marketing
2. Sponsorship

The module will also address the following themes:
• Best marketing practice and successful campaigns
• Developing an integrated marketing plan (including marketing metrics) in sport/music/fashion.
• Ethical issues in sport/music/fashion marketing (e.g. copyrights, intellectual property rights, ambush marketing, false advertising etc.)
• Career directions and related jobs

More information

MK9531 -

Communications and Content Marketing (Optional,20 Credits)

This module involves you developing a foundational knowledge of key marketing communication methods, content marketing and learning to appreciate the basics of the ‘conversation’ that surrounds brands and campaigns on various platforms (including online).

The taught component of the module will include the following broad topics but will naturally evolve to include the most current developments in this fast-changing field:

Marcomms methods (i.e. - the Marketing Communications Mix).
Different channels to engage customers (offline / online).
The digital platforms and channels as an increasingly important aspect of modern marketing.
The borderkless nature of the modern marketing environment - the audience can be, and often is, global.
Messages, big ideas and stories - developing a basic understanding of what engages audiences (i.e. - the ‘content’ of marketing campaigns).
The ‘word on the street’ - considering the fundamental elements of the ‘buzz’, hype, or conversation around a brand or company’s marketing campaign.
Measurement behind the methods – the basics of tracking and measuring the effectiveness of marketing communications on various platforms.
Ethical limits of marketing communications – appreciating that some messages are inappropriate or unfair for some audiences.

More information

NX9527 -

Newcastle Business School Study Abroad Semester (Optional,60 Credits)

The Study Abroad Semester module is a semester long 60 credit module which is available on degree courses which include the option to study abroad in Semester 2 of Year 2. You will undertake a semester of study abroad at a European University under the Erasmus+ exchange scheme, or at an approved partner University elsewhere equivalent to 60 credits (30 ECTS).

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning.

When taken and passed the study abroad semester will be recognised in your transcript as a 60 credit Study Abroad Module. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University.

More information

NX9525 -

Newcastle Business School Work Placement Year (Optional,120 Credits)

The Work Placement Year module is a full year 120 credit module available on degree courses which include a work placement year which is taken as an additional year of study between levels 5 and 6. The placement consists of 48 weeks of full time work experience in a host organisation which is relevant to your studies.

The placement is an important element of your course structure and it will provide you with the opportunity to:

• Experience the environment of a real workplace which will help you decide the type of career you would like to follow after graduation
• Develop your organisational and interpersonal skills required to enable you to work efficiently as a member of a team
• Acquire and develop relevant technical skills associated with the nature of your work
• Identify, analyse and discuss with experienced practitioners how theoretical concepts are adapted and applied to suit practical requirements
• Apply knowledge that will help you to plan and evaluate future study and career development.


This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Placement Year is recognised in your transcript as a 120 credit Work Placement Module and on your degree certificate in the format “Degree title (with Work Placement Year)”. The learning and teaching on your placement will be recorded in the training agreement signed by you, the placement provider, and the University.

More information

NX9526 -

Newcastle Business School Study Abroad Year (Optional,120 Credits)

The Study Abroad Year module is a full year 120 credit module which is available on degree courses which include a study abroad year which is taken as an additional year of study between levels 5 and 6. You will undertake a year of study abroad at a European University under the ERASMUS+ exchange scheme or at an approved partner University elsewhere equivalent to 120 UK credits.

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning. At the end of the module you will have adapted to and appreciated a different cultural and learning environment and developed ability. You will have developed your interpersonal and intercultural communication skills as a result of your learning in an international environment.

This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Study Abroad Year is recognised in your transcript as a 120 credit Study Abroad Module and on your degree certificate in the format “Degree title (with Study Abroad Year)”. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University.

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NX9528 -

Newcastle Business School Blended Placement Year: Work Placement Semester (Optional,60 Credits)

The Work Placement Semester module is a semester long 60 credit module which is available on degree courses which include the option to take a blended placement year of Work and Study Abroad which is taken as an additional year of study between levels 5 and 6.

On this module you will undertake a semester long work placement. The placement consists of a period of full time work experience in a host organisation equivalent to a full semester of study which is relevant to your studies.

The placement is an important element of your course structure and it will provide you with the opportunity to:

• Experience the environment of a real workplace which will help you decide the type of career you would like to follow after graduation
• Develop your organisational and interpersonal skills required to enable you to work efficiently as a member of a team
• Acquire and develop relevant technical skills associated with the nature of your work
• Identify, analyse and discuss with experienced practitioners how theoretical concepts are adapted and applied to suit practical requirements
• Apply knowledge that will help you to plan and evaluate future study and career development.


This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Placement Year is recognised in your transcript as a 60 credit Work Placement Module. The learning and teaching on your placement will be recorded in the training agreement signed by you, the placement provider, and the University. Combining this with the study abroad semester as part of the third year out of the University, this will be recognised on your degree certificate in the format “Degree title (with Study Abroad and Work Placement Year)”.

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NX9529 -

Newcastle Business School Blended Placement Year: Study Abroad Semester (Optional,60 Credits)

The Study Abroad Semester module is a semester long 60 credit module which is available on degree courses which include the option to take a blended placement year of Work and Study Abroad which is taken as an additional year of study between levels 5 and 6.

On this module you will undertake a semester of study abroad at a European University under the Erasmus+ exchange scheme, or at an approved partner University elsewhere equivalent to 60 credits (30 ECTS).

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning. When taken and passed the study abroad semester will be recognised in your transcript as a 60 credit Study Abroad Module. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University. Combining this with the work placement semester as part of the third year out of the University, this will be recognised on your degree certificate in the format “Degree title (with Study Abroad and Work Placement Year)”.

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MK9625 -

Marketing Metrics (Core,20 Credits)

This module will provide you with a comprehensive understanding of how marketers can monitor and analyse the effectiveness of their marketing activity. Whilst marketers have always attempted to assess the effectiveness of their campaigns, the digital explosion now offers an almost limitless range of data through which to measure performance.

This module will consider the most suitable metrics for both online and offline marketing activity. Specifically, the module will address the following core themes:

- Overall Marketing Metrics: You will cover classic marketing metrics including return on investment and market share as a means of assessing overall marketing success. You will also consider how marketers can use external sources of market data to inform strategic marketing decisions.
- Offline Metrics: Here you will consider an array of techniques used to measure the success of traditional offline marketing channels. For example, you will utilise metrics such as brand awareness and opportunities to see (OTS) in the context of advertising and advertising value equivalent (AVE) for public relations.
- Online Metrics: You will interpret a range of online metrics used to assess digital marketing techniques. This will include an appreciation of Google Analytics and other dashboards that assess the effectiveness of email and social media marketing.
- Reporting: You will develop skills in how to interpret and present data in a way that can influence other business stakeholders.

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MK9626 -

Responsible Marketing Strategy (Core,20 Credits)

The module provides students with a comprehensive understanding of concepts, theories and techniques in the context of strategic marketing, responsible marketing and sustainability. The intension is to support the development of knowledge and skills required to undertake strategic analysis of markets and organisations and formulate a competitive, responsible marketing strategy. A contemporary approach to marketing is adopted throughout the module, as you will have the opportunity to learn and discuss the concepts that have changed the way we perceive marketing today. In doing so you will examine, both theoretically and practically, a number of areas associated with responsible marketing strategies, such as:


Theme 1 Contemporary Strategic Marketing
• Marketing Audit and key trends that impact on marketing and the society
• Contemporary Marketing Research and Planning
• New product development and Disruptive Innovation
• Service-Dominant Logic and Value co-creation/Co-destruction
• Developing and implementing appropriate marketing strategies and metrics


Theme 2 Responsible Marketing
• Ethics and Sustainability in a marketing context
• Responsible Marketing strategies and Sustainable Development Goals
• Sustainable Consumer Behaviour and Ethical Consumerism
• Sustainability, Ethics and New Media
• The Future of Sustainability and Responsible Marketing

On completing the module, you will be able to critically evaluate the usefulness of marketing knowledge in the context of responsible business and sustainable consumer behaviour and apply theory to develop appropriate marketing strategies. You will also develop the skills required for effective Integration of learning from marketing and other business areas into a plan for solving business problems.

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MK9627 -

Buyer Behaviour and Integrated Marketing Communications (Optional,20 Credits)

This module will provide you with a greater understanding and appreciation for how marketers research and target prospective customers. This module offers new insights into unearthing consumer preferences and developing insightful consumer personas. Furthermore, it provides knowledge and guidance on how this information can be used and transformed into implementing a successful marketing campaign.

The module is equally divided into two core sections. First, weeks 1-6 explore the theory and practice of ‘Buyer Behaviour’ (or consumer psychology). From here, weeks 7-12 focus on developing an ‘Integrated Marketing Communications’ (IMC) campaign.

In weeks 1-6 you will be introduced to the theory of buyer behaviour and identify the differences between consumer buyer behaviour and organisational buyer behaviour. Next you will learn about the different types of decisions that face consumers as well as learning and applying a consumer decision making framework. You will finish by learning about the various influences that face consumers when making planned decisions.

In weeks 7-12 you will be introduced to integrated marketing communications. You will apply a marketing communication planning framework to the development of a marketing campaign which will be based upon the insights created through buyer behaviour analysis. This will involve the critical marketing activities of campaign goal setting, positioning and specific campaign decisions such as media channels and campaign messaging.

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MK9628 -

Brand Management (Optional,20 Credits)

An organisation’s brand is a major factor in how they are perceived by their current customers, potential customers, employees, media groups and the wider public. Brands act as a means of differentiating from competitors and maintaining a positive corporate image. This module will provide you with the opportunity to explore the branding strategies adopted by organisations and appreciate the true value of a strong, successful brand. Lectures and seminars provided both will include:

• Analysing elements of a Brand: attributes, core values, personality/character
• Brand Identity and Image; Key stakeholders to consider in relation to a brand – staff and customers; Employee/Employer branding
• Brand communities and brand co-creation
• Brand and (& in) the Brain: Semiotics & Neuromarketing aspects of branding
• Positioning and PR, and image/impression management, including re-branding and turnaround situations
• Non-commercial and ethical brands.
• Brand metrics, including especially brand equity and value (some financial aspects included here)
• Brand portfolio management (co-brands & sub-brands)

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MK9629 -

Digital and Data Driven Marketing (Optional,20 Credits)

This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, can be combined into an overall campaign to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes:

• Principles of Direct and Digital Marketing: In this part of the module you will cover the fundamental practices in the direct marketing field, which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and campaign testing.
• Digital Media: In this section you will explore the range of communications media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).
• Campaign Planning: Here you will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign and consider campsign budgeting and measurement.

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MK9630 -

B2B Marketing and Sales Management (Optional,20 Credits)

This module provides the knowledge and skills necessary for you to understand, and pursue a career in, Business to Business Marketing and/or Sales Management. Learning will be via lectures, seminars and independent study.

Within the module, you will cover these main topics:

• The role, extent and importance of B2B Marketing
• Organisational Decision Making
• Marketing mix in B2B Marketing; products, value and pricing, comms (including trade shows)
• Interorganisational relationships & CRM
• Appointing and managing channel intermediaries
• Business services
• Sales and the Organisation / Sales Strategies / the Sales-Marketing interface
• Market Data, Customer Insight, Objectives and Metrics
• Prospecting, Negotiation & Sales-related Events
• New Business Sales vs Key Account Management
• Analysis and Planning in B2B Markets
• Strategy and implementation in B2B Markets

During the module you will fine-tune your existing Marketing skills and gain a robust understanding of the Sales function. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on embarking upon your career, you should be a skilled, informed practitioner able to deliver demonstrable value to your business and its stakeholders, and to differentiate yourself positively within a competitive employment market.

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MK9631 -

Marketing Dissertation (Optional,40 Credits)

The Dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into Marketing-related problem or issue. In addition, the Dissertation aims to equip you with key transferable, employability skills, time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving and analysis.
The module is student-led but you are supported by, introductory lectures and seminars which introduce undertaking Marketing research followed by one-to-one or small-group supervision meetings with an academic from the Marketing subject discipline.
The lectures and seminar-IT workshops will provide a refresher of the topics covered on the Level 5 module Business Research and Analysis:
• Refining a research aim/question (focusing and scoping the research) and project proposal
• Developing a literature review
• Researching ethically
• Quantitative research and analysis techniques
• Qualitative research and analysis techniques

Upon completion of the Marketing Dissertation module you will be able to:
• Conduct independent and ethical academic research involving the application and critical evaluation of appropriate theories and models.
• Engage critically with relevant literature to establish a framework in which to analyse and synthesise the results of your primary or secondary research.
• Generate / collect relevant primary or secondary data using an appropriate and justified method.
• Analyse your data using an appropriate and justified method of analysis.
• Recognise the ethical implications of your work.
• Critically evaluate the source of your data and the method you adopted.

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MK9632 -

Marketing Management Enquiry (Optional,40 Credits)

The Management Enquiry module is a student-led individual project that enables you to undertake a significant piece of assessed work commensurate with a capstone module. The module aims to provide you with an opportunity to demonstrate an authentic engagement with managers and/or professionals from the Marketing discipline, and to integrate the knowledge you have developed during your programme to explore the theory in practice. The learning on this module is experiential and problem based, where the focus is upon you discovering, probing and questioning key practice-based issues. Through the module you will be offered the opportunity to develop and enhance key transferable employability skills; time management, project management, communication (written, aural and verbal), negotiation, persuasion and influence, discovery, initiative, problem-solving and analysis.

The module has five thematic areas; explore, review, engage, reflect and connect. These form the key elements of the assessed submission.

Part A (35%, 3,500 Words)
• Explore: Interviewing a manager and/or professional from the Marketing discipline. In this interview you will either explore a key issue which you feel Marketing is facing or, alternatively, explore with the manager or professional the key issues that they feel they are facing in practice. It is expected that you will apply appropriate interview methods and provide evidence of the interview within the submitted enquiry report (e.g. within the appendices).
• Review: Critically examining the appropriate literature to support the exploration, displaying an ability to critically assess and appraise the Marketing knowledge related to a specific key issue arising from your exploration.
Part B (65%, 6,500 Words)
• Engage: Displaying an authentic engagement with the Marketing problem/issue identified in Part A, by collecting/generating and analysing further live data (beyond the initial interview) regarding the Marketing problem/issue. This live data may be primary data (e.g. further interviews with, or questionnaire to, managers and/or professionals in practice) or secondary data (e.g. industry data). Application of appropriate, ethically-considered, research methods and appropriate qualitative or quantitative data analysis.
Reflect and Connect: Demonstrating an ability to critically evaluate and reflect on the issues arising from the Management Enquiry. Demonstrating how you have connected and fed-back to the participants of the Enquiry (usually the manager and/or participants) your key findings to provide clear prioritised, well-justified, practical and actionable recommendations for change/enhancement/improvement to existing Marketing practice to show how the recommendations would potentially affect workplace professional decision making.

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NX9626 -

Undergraduate Consultancy Project (Optional,40 Credits)

The module aims to provide you with an opportunity to integrate the knowledge acquired during the programme and apply this to a consultancy project for a real organisation. This consultancy project provides a vehicle for participants to develop and demonstrate key employability skills, to relate theory to practice, and to undertake a significant piece of assessed work commensurate with a capstone module.

You will work on behalf of an external organisation, which has identified a business problem or question, requiring a solution, working in small group of typically 4 individuals (you will select their own team members), participating in group and individual activities. The host organisation will provide a project briefing, and review; students will be supported by appropriate academic input and guidance from Newcastle Business School in the form of a mentor and via the Business Clinic.

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Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

AF4038 -

Financial Decision Making (Core,20 Credits)

The ‘Financial Decision Making’ module will provide you with the knowledge and numerical and problem solving skills that will greatly enhance your employability within any business environment. You will be able to assess the performance of businesses with regard to profitability, solvency, financial structure and working capital management by means of analysing and interpreting their financial statements. You will also be able to make decisions in relation to planning and control for a business as a whole, and evaluate individual projects by using investment appraisal techniques, taking into account risk and uncertainty.

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BM9403 -

Business Analysis for Decision Making (Core,20 Credits)

In this module, you will develop the knowledge and skills in applying a variety of quantitative data analysis techniques to support business decision making. You will be introduced to business modelling using appropriate analytical tools, and your learning will cover a range of techniques to help business forecasting and data presentation.
In this module you will be exposed to a range of data analysis tools and skills, including:

• Business Analysis and Modelling: management of complex and varied data sets; building spreadsheet models.
• Data Trends and Associations e.g. identifying relationships between business variables.
• Business Forecasting and Predictive Modelling – analysing factors and trends for business planning.
• Business and Dashboard reporting – consolidation, interpretation and presentation of data for professional output.
• Data distribution, data presentation and using summary statistics – handling a range of data for statistical analysis.
• Gaining an understanding of the overlap between business and research data and the selection of appropriate tools for management of both types of data.

Working with these analysis tools, you will learn to develop confidence in dealing with a wide range of data sets. You will become familiar with the role of modelling as an aid to problem solving and will build skills which enable you to interpret data and present your findings to a range of audiences. Very importantly, you will gain a good understanding of the crucial role that analysis of data and interpretation of results plays in the decision-making arena.

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GA4001 -

Academic Language Skills for Newcastle Business School (Core – for International and EU students only,0 Credits)

Academic skills when studying away from your home country can differ due to cultural and language differences in teaching and assessment practices. This module is designed to support your transition in the use and practice of technical language and subject specific skills around assessments and teaching provision in your chosen subject. The overall aim of this module is to develop your abilities to read and study effectively for academic purposes; to develop your skills in analysing and using source material in seminars and academic writing and to develop your use and application of language and communications skills to a higher level.

The topics you will cover on the module include:

• Understanding assignment briefs and exam questions.
• Developing academic writing skills, including citation, paraphrasing, and summarising.
• Practising ‘critical reading’ and ‘critical writing’
• Planning and structuring academic assignments (e.g. essays, reports and presentations).
• Avoiding academic misconduct and gaining credit by using academic sources and referencing effectively.
• Listening skills for lectures.
• Speaking in seminar presentations.
• Presenting your ideas
• Giving discipline-related academic presentations, experiencing peer observation, and receiving formative feedback.
• Speed reading techniques.
• Developing self-reflection skills.

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HR9409 -

Preparing for Professional Practice (Core,20 Credits)

There is currently no summary for this module.

MK9412 -

Marketing Study and Consultancy Skills (Core,20 Credits)

As part of your marketing education, it is vital you develop competencies such as commercial awareness, analytical skills, interpersonal skills, creative thinking, problem solving, communication and time management. This module will prepare you for your degree and the graduate marketplace by equipping you with the skills required to tackle a wide range of marketing problems.

This hands-on module will provide you with an introduction to experiential learning, where you create knowledge through experience. You will work on live business projects and collaborate in teams to develop solutions to business problems. A core part of this process is reflection: appreciating your own skills, how they complement those of other group members and identifying areas for your own future development.

This module will complement ‘Introduction to Marketing’, where you will be focused on learning the core principles of the marketing subject. In this module you will apply these to business cases and also learn research and communication skills that will set you up to tackle future marketing modules.

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MK9413 -

Global Marketing and Communications (Core,20 Credits)

This module will examine a range of contemporary global marketing communication concepts within the current vibrant world trading environment. Within this module you will analyse the differences within aspects of local and international marketing planning. It will provide you with an understanding of key academic debates and marketing tools and will enable you to appreciate the multifaceted structure of global marketing and communications decisions.

This module will address a range of global marketing areas, more specifically will explore the following themes:

• Introduction to International Macro Environment
• Global trading environment: globalisation, localisation, glocalisation
• International marketing research
• Cross cultural issues
• Adaptation of marketing mix in the global context
• International marketing communication strategies
• International advertising and communication messages
• Traditional and digital media in global environment
• Ethical considerations in global marketing
• Global electronic marketing tools and strategies

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MK9414 -

Introduction to Marketing (Core,20 Credits)

This module will introduce you to the business philosophy and practice of marketing. It will examine how organisations can analyse and segment markets to improve performance and profitability by building long-term relationships with their customers. A wide range of marketing decisions is studied together with the influence of the changing marketing environment on these decisions.

Main lectures will introduce the basic theories of marketing:
• The Marketing Environment
• Consumer & Organisational Behaviour
• Target Marketing & Segmentation.
• Marketing Information Systems & Research.
• Dimensions of a Product, Branding and Product Life Cycle.
• Pricing Theory; strategies and tactics.
• The Promotional Mix: Advertising, PR, Direct & e-Marketing.
• Marketing channels

Whilst seminars and topical lectures will apply marketing theory to different case scenarios:
• Service Marketing
• Not for profit Marketing
• Food marketing
• Digital Marketing
• Environmental Marketing
• Sustainable Marketing

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BM9501 -

Business Research and Analysis (Core,20 Credits)

In this module you will experience a comprehensive coverage of research methods and analysis that will prepare you both for work placement or study abroad opportunities alongside preparation for your final-year “capstone” research module of either Dissertation, Management Enquiry or Consultancy Project.

You will learn how to develop a research question, and linked to this, be able to choose an appropriate method of research, dovetailing both learning experiences to the development of a critical assessment of the academic literature. You will gain a basic understanding of research philosophy, whilst the coverage and importance given to research ethics will play an important part of your learning within the module and you will appreciate as part of your learning how this underpins research of quality and integrity. The role of Ethics in research will cover study design, participant selection, data collection, data handling and storage and presentation of research findings.

You will learn how to apply quantitative and qualitative methods. In the quantitative applications, you will learn about questionnaire design, sampling, presenting and summarising data, statistical inference and hypothesis testing. You will have the opportunity to use a range of appropriate software tools, such as SPSS (or an equivalent). You learn to as well appreciate the importance of survey and questionnaire piloting. In the qualitative part of the module, techniques covered will include interviewing, focus groups and visual methods to generate data, supported by appropriate analysis methods. You will learn how to execute a critical and effective analysis of your research data for both approaches,

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HR9516 -

Human Resource Management Essentials (Core,20 Credits)

There is currently no summary for this module.

MK9525 -

Digital Business: Models, Marketing and Operations (Core,20 Credits)

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will focus upon 3 core areas of business:

• Digital Business Models: You will develop an understanding of the cost structures associated with using digital channels and different business models (including omnichannel business strategies)
• Digital Marketing: In this part of the module you will consider how consumer behaviour has changed in the digital era, and evaluate the ever-increasing range of digital tools available for marketers online. This will include understanding Google search rankings, social media and mobile marketing.
• Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance.

You will be encouraged to think about digital business as a cross-disciplinary issue that requires the buy-in and contribution of various business functions to truly succeed.

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MK9526 -

Market Research and Planning (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Planning’ and ‘Marketing Research’ in a successful organisation. Having already developed basic skills in research, this module will provide you with an understanding of how marketing planning and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantage.

First, the basics of marketing research are presented, enabling you to develop skills in applied qualitative and quantitative research. You will then learn the fundamentals of marketing planning, underpinned by the core components of the marketing mix and analysis frameworks and will then learn how to use marketing research in order to underpin marketing planning.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.
• Describe and explain the key theoretical terms and concepts of marketing planning. In addition, you will have the appropriate skills to develop research-driven marketing plans.
• Make use of qualitative and quantitative research findings in the development of evidence-driven marketing strategy and marketing plans.

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MK9527 -

Retail and Multichannel Marketing (Optional,20 Credits)

This module provides you with an understanding of the strategic marketing principles and tools used by retailers to satisfy both transactional and relational objectives.

You will consider the principles of retailing and how they translate into the practice of digital alternatives which have evolved in this vibrant sector, enabling retailers to engage and interact with customers across various platforms and touchpoints.

The following three themes will be covered within this module:

• The Principles of Retailing: Its role and importance to the economy and to customers and their decision-making process.
• The Retail Mix: An applied marketing mix (e.g. buying and selling, merchandising, service, store environment and image, digital alternatives).
• The Digital Revolution: How technology has impacted and evolved the retail function into a multichannel approach for ‘media meshing’ customers, requiring different approaches to the standard Retail Mix

On completion of this module you will be able to link theory to practice and analyse the options for different trading platforms for diverse types of product and service offerings and target markets. You will interpret and rationalise solutions to a range of business problems across alternative business retail models.

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MK9528 -

Customer Experience Marketing (Optional,20 Credits)

The module will encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. Given the increasing use of online business models and consumer savviness of how to move between suppliers, the importance of managing the customer experience has never been higher. With this in mind you will address the following:

• Customer Journey Mapping: You will also be introduced to the principles of managing the customer decision making journey and the company-customer touchpoints that occur prior, during and post-consumption.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice and reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics such as net promoter scores.
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

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MK9530 -

Dynamics of Marketing in Sport, Music and Fashion (Optional,20 Credits)

This module helps you gain an in-depth and up-to-date understanding of current marketing trends and marketing practice in sport/music/fashion industry. This module will develop your marketing and management skills including communication, problem solving, data analysis, critical, logical and reasoned thinking as well as experience with these skills and teamwork etc.

The main contents of the module will cover the following topics:

• An understanding of the characteristics unique to each industry
• Main issues and challenges in sport/music/fashion industry;
• Emerging marketing trends in sport/music/fashion marketing;
• An understanding the unique features of sport/music/fashion consumers and fans;

Marketing practices of sport/music/fashion products;
1. Products and branding
2. Price
3. Place
4. Promotion
Marketing practices through sport/music/fashion events;
1. Event marketing
2. Sponsorship

The module will also address the following themes:
• Best marketing practice and successful campaigns
• Developing an integrated marketing plan (including marketing metrics) in sport/music/fashion.
• Ethical issues in sport/music/fashion marketing (e.g. copyrights, intellectual property rights, ambush marketing, false advertising etc.)
• Career directions and related jobs

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MK9531 -

Communications and Content Marketing (Optional,20 Credits)

This module involves you developing a foundational knowledge of key marketing communication methods, content marketing and learning to appreciate the basics of the ‘conversation’ that surrounds brands and campaigns on various platforms (including online).

The taught component of the module will include the following broad topics but will naturally evolve to include the most current developments in this fast-changing field:

Marcomms methods (i.e. - the Marketing Communications Mix).
Different channels to engage customers (offline / online).
The digital platforms and channels as an increasingly important aspect of modern marketing.
The borderkless nature of the modern marketing environment - the audience can be, and often is, global.
Messages, big ideas and stories - developing a basic understanding of what engages audiences (i.e. - the ‘content’ of marketing campaigns).
The ‘word on the street’ - considering the fundamental elements of the ‘buzz’, hype, or conversation around a brand or company’s marketing campaign.
Measurement behind the methods – the basics of tracking and measuring the effectiveness of marketing communications on various platforms.
Ethical limits of marketing communications – appreciating that some messages are inappropriate or unfair for some audiences.

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NX9527 -

Newcastle Business School Study Abroad Semester (Optional,60 Credits)

The Study Abroad Semester module is a semester long 60 credit module which is available on degree courses which include the option to study abroad in Semester 2 of Year 2. You will undertake a semester of study abroad at a European University under the Erasmus+ exchange scheme, or at an approved partner University elsewhere equivalent to 60 credits (30 ECTS).

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning.

When taken and passed the study abroad semester will be recognised in your transcript as a 60 credit Study Abroad Module. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University.

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NX9525 -

Newcastle Business School Work Placement Year (Optional,120 Credits)

The Work Placement Year module is a full year 120 credit module available on degree courses which include a work placement year which is taken as an additional year of study between levels 5 and 6. The placement consists of 48 weeks of full time work experience in a host organisation which is relevant to your studies.

The placement is an important element of your course structure and it will provide you with the opportunity to:

• Experience the environment of a real workplace which will help you decide the type of career you would like to follow after graduation
• Develop your organisational and interpersonal skills required to enable you to work efficiently as a member of a team
• Acquire and develop relevant technical skills associated with the nature of your work
• Identify, analyse and discuss with experienced practitioners how theoretical concepts are adapted and applied to suit practical requirements
• Apply knowledge that will help you to plan and evaluate future study and career development.


This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Placement Year is recognised in your transcript as a 120 credit Work Placement Module and on your degree certificate in the format “Degree title (with Work Placement Year)”. The learning and teaching on your placement will be recorded in the training agreement signed by you, the placement provider, and the University.

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NX9526 -

Newcastle Business School Study Abroad Year (Optional,120 Credits)

The Study Abroad Year module is a full year 120 credit module which is available on degree courses which include a study abroad year which is taken as an additional year of study between levels 5 and 6. You will undertake a year of study abroad at a European University under the ERASMUS+ exchange scheme or at an approved partner University elsewhere equivalent to 120 UK credits.

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning. At the end of the module you will have adapted to and appreciated a different cultural and learning environment and developed ability. You will have developed your interpersonal and intercultural communication skills as a result of your learning in an international environment.

This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Study Abroad Year is recognised in your transcript as a 120 credit Study Abroad Module and on your degree certificate in the format “Degree title (with Study Abroad Year)”. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University.

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NX9528 -

Newcastle Business School Blended Placement Year: Work Placement Semester (Optional,60 Credits)

The Work Placement Semester module is a semester long 60 credit module which is available on degree courses which include the option to take a blended placement year of Work and Study Abroad which is taken as an additional year of study between levels 5 and 6.

On this module you will undertake a semester long work placement. The placement consists of a period of full time work experience in a host organisation equivalent to a full semester of study which is relevant to your studies.

The placement is an important element of your course structure and it will provide you with the opportunity to:

• Experience the environment of a real workplace which will help you decide the type of career you would like to follow after graduation
• Develop your organisational and interpersonal skills required to enable you to work efficiently as a member of a team
• Acquire and develop relevant technical skills associated with the nature of your work
• Identify, analyse and discuss with experienced practitioners how theoretical concepts are adapted and applied to suit practical requirements
• Apply knowledge that will help you to plan and evaluate future study and career development.


This is a Pass/Fail module and so does not contribute to your degree classification. When taken and passed, however, the Placement Year is recognised in your transcript as a 60 credit Work Placement Module. The learning and teaching on your placement will be recorded in the training agreement signed by you, the placement provider, and the University. Combining this with the study abroad semester as part of the third year out of the University, this will be recognised on your degree certificate in the format “Degree title (with Study Abroad and Work Placement Year)”.

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NX9529 -

Newcastle Business School Blended Placement Year: Study Abroad Semester (Optional,60 Credits)

The Study Abroad Semester module is a semester long 60 credit module which is available on degree courses which include the option to take a blended placement year of Work and Study Abroad which is taken as an additional year of study between levels 5 and 6.

On this module you will undertake a semester of study abroad at a European University under the Erasmus+ exchange scheme, or at an approved partner University elsewhere equivalent to 60 credits (30 ECTS).

The study abroad placement is an important element of your course structure and gives you access to modules from your discipline taught in a different learning culture and so broadens your overall experience of learning. When taken and passed the study abroad semester will be recognised in your transcript as a 60 credit Study Abroad Module. The learning and teaching on your study abroad placement will be dependent on the partner and will be recorded in the learning agreement signed by you, the host University, and the University. Combining this with the work placement semester as part of the third year out of the University, this will be recognised on your degree certificate in the format “Degree title (with Study Abroad and Work Placement Year)”.

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MK9625 -

Marketing Metrics (Core,20 Credits)

This module will provide you with a comprehensive understanding of how marketers can monitor and analyse the effectiveness of their marketing activity. Whilst marketers have always attempted to assess the effectiveness of their campaigns, the digital explosion now offers an almost limitless range of data through which to measure performance.

This module will consider the most suitable metrics for both online and offline marketing activity. Specifically, the module will address the following core themes:

- Overall Marketing Metrics: You will cover classic marketing metrics including return on investment and market share as a means of assessing overall marketing success. You will also consider how marketers can use external sources of market data to inform strategic marketing decisions.
- Offline Metrics: Here you will consider an array of techniques used to measure the success of traditional offline marketing channels. For example, you will utilise metrics such as brand awareness and opportunities to see (OTS) in the context of advertising and advertising value equivalent (AVE) for public relations.
- Online Metrics: You will interpret a range of online metrics used to assess digital marketing techniques. This will include an appreciation of Google Analytics and other dashboards that assess the effectiveness of email and social media marketing.
- Reporting: You will develop skills in how to interpret and present data in a way that can influence other business stakeholders.

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MK9626 -

Responsible Marketing Strategy (Core,20 Credits)

The module provides students with a comprehensive understanding of concepts, theories and techniques in the context of strategic marketing, responsible marketing and sustainability. The intension is to support the development of knowledge and skills required to undertake strategic analysis of markets and organisations and formulate a competitive, responsible marketing strategy. A contemporary approach to marketing is adopted throughout the module, as you will have the opportunity to learn and discuss the concepts that have changed the way we perceive marketing today. In doing so you will examine, both theoretically and practically, a number of areas associated with responsible marketing strategies, such as:


Theme 1 Contemporary Strategic Marketing
• Marketing Audit and key trends that impact on marketing and the society
• Contemporary Marketing Research and Planning
• New product development and Disruptive Innovation
• Service-Dominant Logic and Value co-creation/Co-destruction
• Developing and implementing appropriate marketing strategies and metrics


Theme 2 Responsible Marketing
• Ethics and Sustainability in a marketing context
• Responsible Marketing strategies and Sustainable Development Goals
• Sustainable Consumer Behaviour and Ethical Consumerism
• Sustainability, Ethics and New Media
• The Future of Sustainability and Responsible Marketing

On completing the module, you will be able to critically evaluate the usefulness of marketing knowledge in the context of responsible business and sustainable consumer behaviour and apply theory to develop appropriate marketing strategies. You will also develop the skills required for effective Integration of learning from marketing and other business areas into a plan for solving business problems.

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MK9627 -

Buyer Behaviour and Integrated Marketing Communications (Optional,20 Credits)

This module will provide you with a greater understanding and appreciation for how marketers research and target prospective customers. This module offers new insights into unearthing consumer preferences and developing insightful consumer personas. Furthermore, it provides knowledge and guidance on how this information can be used and transformed into implementing a successful marketing campaign.

The module is equally divided into two core sections. First, weeks 1-6 explore the theory and practice of ‘Buyer Behaviour’ (or consumer psychology). From here, weeks 7-12 focus on developing an ‘Integrated Marketing Communications’ (IMC) campaign.

In weeks 1-6 you will be introduced to the theory of buyer behaviour and identify the differences between consumer buyer behaviour and organisational buyer behaviour. Next you will learn about the different types of decisions that face consumers as well as learning and applying a consumer decision making framework. You will finish by learning about the various influences that face consumers when making planned decisions.

In weeks 7-12 you will be introduced to integrated marketing communications. You will apply a marketing communication planning framework to the development of a marketing campaign which will be based upon the insights created through buyer behaviour analysis. This will involve the critical marketing activities of campaign goal setting, positioning and specific campaign decisions such as media channels and campaign messaging.

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MK9628 -

Brand Management (Optional,20 Credits)

An organisation’s brand is a major factor in how they are perceived by their current customers, potential customers, employees, media groups and the wider public. Brands act as a means of differentiating from competitors and maintaining a positive corporate image. This module will provide you with the opportunity to explore the branding strategies adopted by organisations and appreciate the true value of a strong, successful brand. Lectures and seminars provided both will include:

• Analysing elements of a Brand: attributes, core values, personality/character
• Brand Identity and Image; Key stakeholders to consider in relation to a brand – staff and customers; Employee/Employer branding
• Brand communities and brand co-creation
• Brand and (& in) the Brain: Semiotics & Neuromarketing aspects of branding
• Positioning and PR, and image/impression management, including re-branding and turnaround situations
• Non-commercial and ethical brands.
• Brand metrics, including especially brand equity and value (some financial aspects included here)
• Brand portfolio management (co-brands & sub-brands)

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MK9629 -

Digital and Data Driven Marketing (Optional,20 Credits)

This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, can be combined into an overall campaign to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes:

• Principles of Direct and Digital Marketing: In this part of the module you will cover the fundamental practices in the direct marketing field, which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and campaign testing.
• Digital Media: In this section you will explore the range of communications media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).
• Campaign Planning: Here you will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign and consider campsign budgeting and measurement.

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MK9630 -

B2B Marketing and Sales Management (Optional,20 Credits)

This module provides the knowledge and skills necessary for you to understand, and pursue a career in, Business to Business Marketing and/or Sales Management. Learning will be via lectures, seminars and independent study.

Within the module, you will cover these main topics:

• The role, extent and importance of B2B Marketing
• Organisational Decision Making
• Marketing mix in B2B Marketing; products, value and pricing, comms (including trade shows)
• Interorganisational relationships & CRM
• Appointing and managing channel intermediaries
• Business services
• Sales and the Organisation / Sales Strategies / the Sales-Marketing interface
• Market Data, Customer Insight, Objectives and Metrics
• Prospecting, Negotiation & Sales-related Events
• New Business Sales vs Key Account Management
• Analysis and Planning in B2B Markets
• Strategy and implementation in B2B Markets

During the module you will fine-tune your existing Marketing skills and gain a robust understanding of the Sales function. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on embarking upon your career, you should be a skilled, informed practitioner able to deliver demonstrable value to your business and its stakeholders, and to differentiate yourself positively within a competitive employment market.

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MK9631 -

Marketing Dissertation (Optional,40 Credits)

The Dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into Marketing-related problem or issue. In addition, the Dissertation aims to equip you with key transferable, employability skills, time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving and analysis.
The module is student-led but you are supported by, introductory lectures and seminars which introduce undertaking Marketing research followed by one-to-one or small-group supervision meetings with an academic from the Marketing subject discipline.
The lectures and seminar-IT workshops will provide a refresher of the topics covered on the Level 5 module Business Research and Analysis:
• Refining a research aim/question (focusing and scoping the research) and project proposal
• Developing a literature review
• Researching ethically
• Quantitative research and analysis techniques
• Qualitative research and analysis techniques

Upon completion of the Marketing Dissertation module you will be able to:
• Conduct independent and ethical academic research involving the application and critical evaluation of appropriate theories and models.
• Engage critically with relevant literature to establish a framework in which to analyse and synthesise the results of your primary or secondary research.
• Generate / collect relevant primary or secondary data using an appropriate and justified method.
• Analyse your data using an appropriate and justified method of analysis.
• Recognise the ethical implications of your work.
• Critically evaluate the source of your data and the method you adopted.

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MK9632 -

Marketing Management Enquiry (Optional,40 Credits)

The Management Enquiry module is a student-led individual project that enables you to undertake a significant piece of assessed work commensurate with a capstone module. The module aims to provide you with an opportunity to demonstrate an authentic engagement with managers and/or professionals from the Marketing discipline, and to integrate the knowledge you have developed during your programme to explore the theory in practice. The learning on this module is experiential and problem based, where the focus is upon you discovering, probing and questioning key practice-based issues. Through the module you will be offered the opportunity to develop and enhance key transferable employability skills; time management, project management, communication (written, aural and verbal), negotiation, persuasion and influence, discovery, initiative, problem-solving and analysis.

The module has five thematic areas; explore, review, engage, reflect and connect. These form the key elements of the assessed submission.

Part A (35%, 3,500 Words)
• Explore: Interviewing a manager and/or professional from the Marketing discipline. In this interview you will either explore a key issue which you feel Marketing is facing or, alternatively, explore with the manager or professional the key issues that they feel they are facing in practice. It is expected that you will apply appropriate interview methods and provide evidence of the interview within the submitted enquiry report (e.g. within the appendices).
• Review: Critically examining the appropriate literature to support the exploration, displaying an ability to critically assess and appraise the Marketing knowledge related to a specific key issue arising from your exploration.
Part B (65%, 6,500 Words)
• Engage: Displaying an authentic engagement with the Marketing problem/issue identified in Part A, by collecting/generating and analysing further live data (beyond the initial interview) regarding the Marketing problem/issue. This live data may be primary data (e.g. further interviews with, or questionnaire to, managers and/or professionals in practice) or secondary data (e.g. industry data). Application of appropriate, ethically-considered, research methods and appropriate qualitative or quantitative data analysis.
Reflect and Connect: Demonstrating an ability to critically evaluate and reflect on the issues arising from the Management Enquiry. Demonstrating how you have connected and fed-back to the participants of the Enquiry (usually the manager and/or participants) your key findings to provide clear prioritised, well-justified, practical and actionable recommendations for change/enhancement/improvement to existing Marketing practice to show how the recommendations would potentially affect workplace professional decision making.

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NX9626 -

Undergraduate Consultancy Project (Optional,40 Credits)

The module aims to provide you with an opportunity to integrate the knowledge acquired during the programme and apply this to a consultancy project for a real organisation. This consultancy project provides a vehicle for participants to develop and demonstrate key employability skills, to relate theory to practice, and to undertake a significant piece of assessed work commensurate with a capstone module.

You will work on behalf of an external organisation, which has identified a business problem or question, requiring a solution, working in small group of typically 4 individuals (you will select their own team members), participating in group and individual activities. The host organisation will provide a project briefing, and review; students will be supported by appropriate academic input and guidance from Newcastle Business School in the form of a mentor and via the Business Clinic.

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To start your application, simply select the month you would like to start your course.

Marketing BA (Hons)

Home or EU applicants please apply through UCAS

International applicants please apply using the links below

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All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of online and face to face teaching due to the ongoing Covid-19 pandemic.

We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Students will be required to attend campus as far as restrictions allow. Contact time will increase as restrictions ease, or decrease, potentially to a full online offer, should restrictions increase.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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