BA (Hons)
Marketing
Degree Programme

Core courses

• LANG 3100 Fundamentals of English for Academic Writing and Oracy

  This course is designed to enable students to communicate effectively at university level. Students will be provided with input from a range of texts and audio from cross-cultural materials and practise fundamental research, writing and oracy skills. Students will become more familiar with the academic environment and its conventions through spoken and written production. With exposure to a range of academic texts, talks and digital skills, students will appreciate the role of academic integrity. The course gives students the opportunity to think, listen, talk and write with confidence and clarity, which will help them succeed in other courses.

• LIBA 3101 Tools for Change

  In this course, students will be introduced to a range of foundational skills to aid in their progression and success at the University and allow them to begin the process of becoming collaborative and independent learners. These skills will be introduced through investigations of social and/or environmental issues in the local area, using group work and report writing. Students will be introduced to, and use, a range of digital platforms as aids to effective communication through professional academic oral presentations and written reports using secondary sources. In addition, students will be presented with reflective writing tools through a personal development portfolio that can aid in self-improvement, particularly in an academic setting.

• LIBA 3102 Fundamentals of Research and Writing

  This course concentrates on developing the students’ ability to read and think critically, and to read, understand and analyse texts from a range of genres. How do you successfully negotiate a path through a sea of information and then write it up? Using essential information literacy skills to help with guided research, this course develops the ability to produce effective and appropriate academic writing across the curriculum.

• BUSM 3101 Fundamentals of Business

  This module introduces students to the exciting world of business. It explores what businesses are, why they exist, and how they work. Students learn about different types of businesses, from small local shops to huge global companies. The course also looks at the people involved in businesses, what they do, and the challenges they face. This module gives students a solid foundation for further study in business and management.

• MATH 3102 Fundamentals of Mathematics and Statistics

  This course is designed to be a foundation in mathematics and statistics that will provide students with the necessary knowledge for courses in probability and statistics, mathematics, and data analysis. The course will cover content from solving linear, quadratic, exponential and logarithmic equations, co-ordinate geometry analysis, function analysis, sequences and series to applied topics such as measures of central tendencies and measures of spread of data calculations with outliers, representations of data, probability calculations and discrete random variables.

Plus one of the following:

• HIST 3101 London Cultures

  This survey of London’s history from the 17th century to the present foregrounds social and cultural history to help students engage with the metropolis as a catalyst for creativity, highlighting its evolving communities and global interconnectedness. Focusing on the lived experience of Londoners, students will examine how they shaped their city and forged new forms of expression related to identities of gender, race, social class and sexuality. Key areas of focus may include popular entertainment, from street theatre and public executions to the West End; Londoners’ responses to plague, fire and war; the formation of cultural institutions and social movements, as well as popular protests and changing social attitudes. Through personal testimonies and cultural products, such as literature, film, fashion, art, architecture, music and material culture, students will explore how we can understand both contemporary and historical London cultures.

• ARTS 3101 Fundamentals of Visual Thinking

  This course provides a grounding in the practice and theory of visual thinking. Through theoretical frameworks such as semiotics, the course explores the changing role of images in society from a range of cultures and contexts: the arts, politics, science, sport, design and technology. Students will consider digital forms of observation and image making through visual analysis and will build on this understanding through photographic practice. The course examines questions concerning curating, circulating and making public the images we all produce. It asks: What are the values and truths hidden in images? How can the practice of image production advance our thinking around images? How, in the context of a range of disciplines, can we learn to read and communicate ideas visually?

Core courses

• BUSM 4101 Introduction to Business Management and Marketing

  This module provides a foundational understanding of how businesses operate and effectively reach their target markets. Students will explore core management principles and marketing strategies, gaining insights into how organizations create value and build profitable customer relationships.

• ADPR 4101 Introduction to Advertising, PR and Media

  This course explores fundamental concepts, principles and tools in advertising and public relations, specifically in relation to the broader media industries and the professional contexts of both disciplines. It traces the history and evolution of advertising and public relations and how they interconnect, as well as investigating the political, economic, social and cultural contexts that they operate within. In examining advertising and PR in practice, it identifies key persuasive and creative aspects and techniques used in these fields, along with the planning and skills used to produce them. It also addresses advertising and PR practices in relation to contemporary issues and developments, including criticisms of the industries’ role and a range of ethical debates.

• ENTR 4101 Introduction to Entrepeneurship

  This module is designed to provide students with a foundational understanding of the entrepreneur as an ‘agent of change’ within business and society. Students will develop knowledge around the role of entrepreneurs, the history of entrepreneurship, and the personal dynamics that lead people to embark upon an entrepreneurial journey. Students will be introduced to key entrepreneurial processes such as idea generation, idea evaluation, and idea execution. They will then explore different types of entrepreneurships, such as: apprenticeship, innovative entrepreneurship, corporate entrepreneurship, franchisee entrepreneurship, and social entrepreneurship. The course will conclude by looking at the role of entrepreneurial ecosystems. This module will emphasise active learning involving case studies, simulations, and practical exercises. At the end of the course, students will be better placed to decipher whether they themselves wish to embark on an entrepreneurial path.

• LIBA 4301 Academic Research and Writing

  This course is designed to develop students’ critical research and writing skills to be effective in the academic and professional world. It focuses on principles of good scholarship and academic practice that will be required throughout university study and in a future professional work environment. These skills are enhanced throughout the course. Upon completion of this course, successful students will become confident in using available resources to produce well-researched writing that demonstrates critical engagement with a self-selected research topic.

• FASH 4101 Business of Fashion

  This module provides a solid foundation in the basics of the global and fast-paced fashion industry. It provides an overview of the industry and the potential career paths in fashion, retail and associated industries. It introduces the fundamental tools to understanding fashion such as marketing theory, analysis of fashion customers and their needs, branding, the marketing mix and the importance of market research and trend analysis. The module also explores the implications of ethical and sustainable practices in the fashion industry.

Core courses

• MARK 5101 Marketing Psychology and Consumer Behaviour

  This module develops understanding and application of interplay between psychology, marketing, and consumer behaviour. Using a variety of resources, including from the Chartered Institute of Marketing, students will explore the psychological processes that influence how consumers perceive, interpret, and respond to marketing stimuli. By understanding these underlying mechanisms, students will gain valuable insights into how to develop effective marketing strategies that resonate with target audiences and drive desired behaviours. The module will cover key topics such as perception, motivation, learning, attitudes, decision-making, and the influence of social and cultural factors on consumer choices.

• MARK 5102 Selling Success: Sales Theory and Practice

  This course examines the role of modern sales management theory and practice in a global setting. It aims to equip students with both the theo retical knowledge and the practical aspects of selling from managing a salesforce to managing the sales process . Students will explore innovative sales management strategies, key account management , current trends and ‘best-practices’ of leading sales organisations and professionals through lectures, case study analysis, guest lectures and project work. Students will also explore selling as a career, the rewards and the key success factors.

• BUSM 5102 Global Supply Chain and Distribution

  Using case studies from such as fashion, food and FMCG this course provides a comprehensive understanding of global supply chain management and distribution strategies The course has a focus on the integration of operations management principles. Students will explore the complexities and challenges of managing supply chains across international borders, including sourcing, procurement, logistics, and distribution. The course emphasizes the impact of globalization, technology, sustainability, and operational efficiency on supply chain performance.

• BUSM 5105 Legal and Ethical Aspects in Business

• LIBA 5303 Service Learning: Sustainability and Society

  This course helps students make a real difference in the world. Service learning as experiential learning combines community service with academic study. This course will apply service learning to the theoretical, political and sociological conceptions of citizenship and their limitations. Students will work on live projects and challenges to address real-world issues and critically reflect on their role as agents in communities and as legal and social citizens. Skills will be gained from working on a project with charities, NGOs, or non-profit organisations on citizenship concepts which will enable the student to critically reflect through service-learning. This course builds professional, entrepreneurial and personal skills to engage with a variety of stakeholders. This course is underpinned by JEDI approaches to justice, equality, diversity and inclusion across the global community.

• LIBA 5302 Service Learning: Leadership in a Globalised World

  This course helps students make a real difference in the world. Service learning as experiential learning combines community service with academic study. This course will apply service learning to global challenges and how to be a leader that creates positive change. Students will work on live projects and challenges to address real- world issues. Students will learn how to lead and work with diverse teams to make a positive impact. Skills will be gained from working on a project with charities, NGOs, or non- profit organisations on citizenship concepts which will enable the student to critically reflect through service-learning. This course builds professional, entrepreneurial and personal skills to engage with a variety of stakeholders. This course is underpinned by JEDI approaches to justice, equality, diversity and inclusion across the global community.

• LIBA 5301 Service Learning: Global Citizenship and Migration

  This course helps students make a real difference in the world. Service Learning as experiential learning combines community service with academic study. This course will apply service-learning to the theoretical, political and sociological conceptions of citizenship and their limitations. Students will work on live projects and challenges to address real-world issues and critically reflect on their role as agents in communities and as legal and social citizens. Skills will be gained from working on a project with charities, NGOs, or non-profit organisations on citizenship concepts which will enable the student to critically reflect through service-learning. This course builds professional, entrepreneurial and personal skills to engage with a variety of stakeholders. This course is underpinned by JEDI approaches to justice, equality, diversity and inclusion across the global community.

• BUSM 5301 Research Methods and Skills for Business and Entreprises

  This course provides an overview of how research in business , economics, finance and marketing can be conducted. Topics covered include research philosophies, critical literature review, research design and quantitative and qualitative data collection and analysis. This course equips students with research skills and prepares them for their Senior Projects.

• LIBA 5304 Service Learning: Digital Collaboration

  This course helps students make a real difference in the world. Service-Learning as experiential learning combines community service with academic study. This course will apply service-learning to the production of digital work engaging with organizations and communities outside of the university. It equips students to identify the ranges of opportunities for innovation and employment that digital skills offer. Students will work on live projects and challenges to address real-world issues and critically reflect on their role as agents in communities and as legal and social citizens. Skills will be gained f rom working on a project with charities, NGOs, or non-profit organisations on citizenship concepts which will enable the student to critically reflect through service-learning. This course builds professional, entrepreneurial and personal skills to engage with a variety of stakeholders. This course is underpinned by JEDI approaches to justice, equality, diversity and inclusion across the global community.

Core courses

• MARK 6101 Digital Marketing and Social Media

  The course will provide students with the marketing theory, practical skills, tools and technologies to create effective 360 digital marketing campaigns. The module will explore key definitions and best practice for the tools, channels and platforms including SEO, social media marketing, email marketing and data analytics that engage audiences and drive sales. It will demonstrate how to create plans, set objectives, design campaigns and evaluate their success. It will also explore key current trends such as influencer marketing and the adoption of innovative tools such as AI, AR, and VR in the creation and dissemination of campaigns and will cover issues that digital marketers need to consider such as responsible and sustainable marketing and the use of technology to deliver business goals.

• MARK 6103 Creative Marketing Strategies

  This course provides a practical and in-depth exploration of marketing planning and strategy within a contemporary business context. Students will develop a comprehensive understanding of the key principles and techniques involved in creating, implementing, and evaluating effective marketing plans. The module emphasizes a hands-on approach, enabling students to apply theoretical knowledge to real-world scenarios through case studies, simulations, and a student-led marketing project.

• BUSM 6110 Senior Project

  The senior project forms the culmination of a student’s studies in their major. The project requires a significant level of independent enquiry and research. It can investigate a real world, situation, problem or business opportunity related to the degree major. The project may test a hypothesis, investigate an issue in a narrative inquiry, or develop a real- world case study on a relevant topic. The investigation may use quantitative and/or qualitative research approaches. The project may contain primary research once ethical approval has been gained. Students will be guided by their supervisor and conduct individual research work on an agreed topic. The supervisor will facilitate the process through regularly scheduled meetings. The nine timetabled hours will be used as refreshers of research skills, peer-coaching, and the presentation of the students’ work. In developing a real-word business or economic project the student will gain practical insights and knowledge of relevant industries and employment fields.

• MARK 6102 Integrated Marketing Communications

  In today's dynamic media landscape, effective marketing requires a holistic approach that seamlessly integrates traditional and digital channels. Integrated marketing communications (IMC) encompassing both traditional (advertising, OOH, PR, sponsorship , events etc ) and digital marketing (social media, SEO and SEM, websites, email, experiential, influencers, AR etc) equips students with the knowledge and skills to develop and execute successful marketing strategies across various platforms. Course material will draw from a blend of theory, tools, media campaigns, case studies, and contemporary brand examples.

Major Electives

• BUSM 6401 Internship

  The internship in business is a student work placement that aims to provide students with experience working within the business sector. Students will develop the intellectual, professional, and personal skills that will enable them to function well in a culturally diverse working environment. All internships are supervised by faculty and aim to bridge the transition from an academic into a professional environment. This experience should also assist students to help them determine their career goals. During the internship, the staff of the Internship Office and a faculty supervisor work closely with each student to ensure that the placement is a successful one. There is also an integration of the work supervisor input in co-creating some aspects of this course. This course embeds the UN SDGs 12, 9 and 16 by placing emphasis on responsible production and consumption (SDG 12), ethical behaviour (SDG 16) and entrepreneurial innovation (SDG 9).

• BUSM 6102 Project Management Skills and Methods

  This module provides a comprehensive overview of programme management principles, processes, and techniques. Students will develop the knowledge and skills necessary to effectively manage complex programmes within a variety of organizational contexts. Contemporary project management methods will be explored. The module emphasizes the strategic alignment of programmes with organizational objectives and the importance of stakeholder engagement, risk management, and benefits realization. Furthermore, it explores a range of programme management methodologies, equipping students with the ability to select and apply the most appropriate approach for diverse project scenarios.

• ENTR 6102 Entrepeneurship Skills and Methods

  This module provides a critical examination of key entrepreneurial methodologies and frameworks underpinning successful entrepreneurial ventures in today's dynamic business environment: an intersection between an entrepreneurial mindset, processes and technology. The course will explore methodologies such as Lean Startup, Business Model Canvas, Design Thinking, and Disciplined Entrepreneurship. Students will develop a theoretical and practical understanding of these approaches, analyzing their application in diverse contexts. Through case studies and practical exercises, students will gain the skills to navigate the challenges of launching and scaling new ventures.

• BUSM 6101 Managing the International Business Environment

  This course provides a managerial perspective into the structure and operations of multinational corporations (MNCs) in the global business environment. It focuses on the economic, sociocultural , technological, political, legal, financial, and ecological environment in which international business takes place within which strategic and functional issues are studied from the MNC’s perspective. Special attention is paid to the MNC as a responsible global business. This course embeds the UN SDGs 13 and 16 by placing emphasis on climate regulations (SDG 13) and developments internationally and dwelling on transparency rankings internationally (SDG 16).

• FASH 6102 Fashion and Luxury Brand Management

  This course provides a comprehensive understanding of the principles and practices involved in creating and managing successful fashion and luxury brands in a dynamic global marketplace. It covers the unique characteristics of the fashion and luxury sectors, including brand positioning, consumer behavio ur, marketing strategies, and the challenges and opportunities presented by a global marketplace . It also explores the environmental and social impact of fashion and brands , the rise of sustainable luxury , the potential of new technological innovations and emerging business models . Students will explore case studies of successful brands and learn how to develop and implement effective brand management strategies gaining skills and knowledge for a career in fashion and luxury.

• FASH 6101 Ethical and Sustainable Fashion

  This course delves into the ethical considerations within the fashion industry, examining changes in practices, communication, consumerism, and the diverse stakeholders in the supply chain towards sustainability. Students will gain an overview of ethics and sustainability in the fashion industry, from textile fibre production to the globalisation of fast fashion. The course addresses the increasing consumer demand for ethically produced fashion items and the needs of stakeholders seeking sustainability in creating shared value. Ethical sourcing is becoming the norm, transforming fashion production and consumerism.

• BUSM 6103 Sustainable Strategic Management

  Building on long established models of strategic management the course focuses on strategic analysis, planning and implementation in the light of current interest in sustainability and ESG values. Early lectures outline the basic strategic analysis models and case study analyses relate to both the firm's internal operations and the environment in which it operates. The course culminates in embedding the principles of ESG and the triple bottom line into future strategic planning.

• BUSM 6104 Leadership and People Management

  This module provides a critical exploration of leadership in the context of managing people and talent within organizations. Students will develop a deep understanding of contemporary leadership theories and their application to the challenges of attracting, developing, motivating, and retaining talent in a rapidly changing world. The module emphasizes the importance of diversity and inclusion, ethical leadership, and social responsibility in creating a high-performing and sustainable workforce. Through real-life examples, case studies, and interactive discussions, students will gain the knowledge and skills necessary to lead effectively in today's complex and dynamic business environment.

• ENTR 6101 Business Creativity

  This course develops the practical and creative skills of envisioning and identify ing business opportunities. The course explores a range of approaches that support business ideation, from behavioural habits like questioning and noticing to cognitive techniques like systematic search, conceptual combination, analogical reasoning, and user perspective taking. Through this course, students will develop an awareness of the importance of innovation and creativity at the fuzzy front end of business processes. They will understand how business opportunities emerge at the confluence of contingency, prior knowledge, a nd individual cognitive processes. They will further understand the background importance of personal emotions and affect, alongside the external enablers (circumstances) of the time, to the wider ideation process. Across its content, this course will emphasize active learning involving case studies, simulations, and practical ideation exercises. At the end of the course, students will be better placed to undertake both product innovation and entrepreneurial idea generation.

• ADPR 6101 Creative Campaigns in Advertising and PR

  This course focuses on the development and execution of creative campaigns in advertising and public relations. Students will learn to apply advanced concepts and techniques to create impactful campaigns that resonate with target audiences. It builds upon earlier study of advertising and PR and requires students to examine and discuss campaigns involving advertising and PR and to present their own ideas for a fully- fledged campaign bringing together both disciplines. This will include the critical examination and evaluation of past campaigns in a variety of contexts and the planning, pitching and discussion of ideas for campaigns of the students’ own devising.

• COMM 6102 Creative Collaborations

  In this practice orientated course students will work together as a group to develop a body of work making use of their individual academic, communicative and technical skills (visual, sonic, journalistic, graphic), while developing and practicing collaborative skills. It will engage students with a broad historical, practical and theoretical appreciation of what it takes to work in the 21st century media and art world. Making use of London as a ‘second classroom’, the course will involve analyses of art and media spaces and trips to a collection of creative organizations; these include not for-profit arts institutions and media centres, as well as commercial galleries, auction houses, art fairs, recording studies, newsrooms. Students will engage with current discourse related to curatorial practices, management skills, the international art market, arts policy, as well as the educative, social, and regenerative potential of working within the arts.