Business Management and Marketing BSc (Hons)

30 credits

Understand the dynamic external environment shaping businesses today. This module equips you as a future manager with essential skills to understand how organisations operate in today's rapidly changing world. You'll explore the economic forces, market structures, and external factors that shape organisational success, from consumer behaviour and pricing strategies to globalisation and industrial policy.

30 credits

Information Technology (IT) is the ultimate change agent impacting industry structures, strategic positioning, customer interactions and every part of a business function. 

This module focuses on how data analytics and digital technologies are utilised by businesses to enable better decisions and alter consumer interactions. Understanding the business value of data and digital technology not only requires knowledge and an appreciation of various analytical techniques, but also on the effective use of IT for the gathering, summarising and communication of this information.

You will use a problem-centric approach to apply analytical techniques with the aid of information technology, while developing your employability skills.

30 credits

Why do some teams and organisations thrive while others struggle? This module explores the critical relationship between people and organisational success, combining organisational behaviour theory with applied practical human resource management. You'll examine how individuals, groups, and organisations interact, covering motivation, leadership, team dynamics, organisational culture, and strategic HR planning. Through live briefs, role play, games, and real-world challenges from external organisations, you'll learn to build effective stakeholder relationships in (technologically advanced) workplaces. 

30 credits

This module introduces you to the core principles of marketing and how they apply in today’s digital world. It covers fundamental marketing concepts, principles, and frameworks before exploring digital marketing, sales management, and professional selling.  

You will learn how to create and deliver value to customers, understand buyer behaviour, and develop effective marketing communications. The module also examines how selling and buying have evolved in the digital era.  

Through real-world examples, case studies, and interactive role-plays, you will gain both theoretical knowledge and practical skills in marketing, digital communications, and sales techniques. 

30 credits

This module looks at value creation across all functions of the corporation for different industries and types of businesses. It begins with an evaluation of key financial ratios used to evaluate financial performance of different types of businesses, focusing on how these metrics vary across industries and how firms can be assessed relative to peers and broader industry benchmarks.

It then moves to evaluating investment decisions, including capital budgeting, calculating project returns and how to choose the best projects that maximise returns for investment objectives and given risk constraints.

You will learn how to unlock value in a choice of capital structure and financing decisions in terms of instruments, markets where you issue and how you determine your optimal capital structure subject to a target cost of funding and other structural constraints. 

It finishes with a review of how to put all this together to be able to value a business. Throughout the module you will also be introduced to how negotiation has an impact on each area.

30 credits

Data analysis through data-driven marketing is becoming increasingly important. The demand for analytics-skilled marketers is growing faster than ever before.

This module introduces you to the core concepts and analytical techniques used to evaluate specific challenges and opportunities in marketing.

You will apply concepts of analytics, including the fundamentals of statistical analysis, visual analytics, and AI-based predictive/descriptive analytics to tackle actual marketing issues.

30 credits

The module covers the concepts and knowledge of sustainable business and supply chain management by looking at the ethical issues that emerge in the interactions between a business and its stakeholders and implementation of socially responsible and sustainable programmes and initiatives. You will study Environmental, Social and Governance (ESG), innovation, the triple bottom line – economic, environmental and social sustainability in the supply chains, uncertainty and risk management, stakeholder value and reputation.

In addition, the module will provide you with the project tools and techniques that focus on how to create a business case for sustainable projects, as well as utilising traditional and contemporary project and product delivery frameworks to support the delivery of sustainable benefits both to businesses, and a wider community of stakeholders. You will consider how investment decisions can incorporate ethics and risk.

30 credits

This module will enable you to successfully understand how research and insight can support marketing and business decision making for impact. It will also enable you to work on live scenarios and problems to build your skills in research and insight derivation across a wide range of techniques from traditional to emergent.

You will develop your knowledge of the principles of and theory behind market research as well as a range of different data collection methods and how these apply in real business scenarios. You will also build understanding of how insight from business activities such as communications, campaigns, purchase/buyer, channels, service, feedback can be proactively used to develop and enhance marketing and communication strategies.

This module give you the opportunity to gain hands-on experience in both collecting and analysing qualitative and quantitative data and using the results to draw conclusions about specific aspects of buyer behaviour and make recommendations to marketing managers. The module is delivered through a combination of lectures, theory-in-practice workshops, group exercises and computer-laboratory sessions. There will be an opportunity to work on current cases/problems relating to research or insight to build knowledge and practical experience.

30 credits

This module covers the concepts, theories and techniques on which strategic management is based and explores their application in a wide range of international business and other settings.

It aims to expand your perspective on wider issues and scenarios, identifying opportunities and growth over medium and long terms. You will develop your ability to communicate and present your commercial awareness across the board.

30 credits

Social media is an essential part of the marketing communications toolkit for any business, from start-ups to global conglomerates. With over 4.5 billion people worldwide using social media (Kingsnorth, 2022), not being part of the conversation with your consumers is unthinkable.

This module will equip you with knowledge of a broad range of strategies and tools, as well as the skills to plan and implement successful communication campaigns using social media. You will build an understanding of the importance of integration of social media strategies with other elements of the marketing mix in order to deliver coherent experiences for customers in order to maximise the business impact of sales, marketing, and branding campaigns.

You will also develop knowledge of, and skills in, analysing social media interactions to inform strategic and tactical decision-making.

30 credits

This module explores the intersection of corporate social responsibility (CSR) and ethical marketing, focusing on their importance in today’s business and marketing environments.  

You will examine the role of CSR and sustainability in key marketing decisions such as advertising, branding, and ethical consumption. The module also looks at social marketing - applying marketing principles to promote social good and wellbeing.  

You will gain an understanding of ethical considerations in responsible marketing and become aware of the challenges marketers face when operating across different international markets. Your learning will be supported by instructor-led lectures, workshops, and student-led activities like case studies and presentations.

15 credits

This module gives you a dedicated opportunity to develop your Future Skills Graduate Attributes. 

At the start of the module, you will be supported to self-assess your current skills profile. You will determine which attributes and skills you need to develop to support your career ambitions. In this process, you will be supported by a dedicated career coach, helping you explore a range of options that includes self-employment/freelancing, starting your own business, higher level study, and other professional graduate-level opportunities. Throughout the module, you will be given opportunities to engage with external mentors, to support reflection and to develop a professional network.

You will undertake a tailored series of activities and projects, aligned to your goals, from a menu of development options. This could include short courses, enrichment activities and experiential learning options such as micro-placements. You will also be able to reflect on activities outside the University that develop your graduate attributes, such as work or volunteering.

15 credits

Harness the transformative power of Artificial Intelligence to drive business success. This module equips you to apply AI effectively for smarter decisions and operational efficiency, making you a valuable asset to any organisation. Gain hands-on experience with AI tools, explore ethical and governance implications, and master real-world applications through case studies.