BA (Hons) Marketing Management (Top Up)

A degree programme awarded by the University of Birmingham
Non-local course registration no.252203

The continued global growth of the service sector, coupled with new ways of doing business, suggests that career opportunities in marketing and sales will continue to remain positive.

This programme focuses on the application of marketing techniques to the service industry. Students will understand and appreciate the management of the marketing process in a strategic context and the development of policies and strategies within a changing environment to meet stakeholders interests.

Career opportunities exist in a wide range of fields of marketing, including promotions, sales management, marketing research, public relations and advertising.


Contemporary Business Environment
This module aims to develop students’ understanding and awareness of contemporary developments within the international business environment. In doing so, ongoing issues such as European integration, the growth of world trade, and the continued importance of the Far East, North America and Africa in the development of the global economy are all considered in detail. Ultimately, the module will highlight the main opportunities and threats to organisations evident within the current international business environment, and how such organisations may respond strategically to such challenges.

Digital and Social Media Marketing
This module will provide students with the knowledge underpinning the principles of digital marketing, and skills to undertake digital marketing planning. It examines Search Engine Optimization, different types of online advertising, email marketing, viral marketing, online PR, affiliate marketing, mobile marketing and social media. The module also encapsulates digital metrics, legislation, regulation and online codes of practice. Students will clearly have the opportunity to gain skills and knowledge to understand and evaluate the fundamental planning concepts of digital marketing as well as develop a sound knowledgebase with regards to key online implementation tactics, measurement and evaluation of successful digital campaigns. Furthermore, the module explores online consumer behavior motivations, in terms of user generated content and how consumer interactions on social media platforms can potentially influence marketing communications and brands.

International Marketing
This module integrates and builds on the Marketing modules studied in Level 5 of the course and complements the international strategic perspective characteristic of the final year programme. The module aims to promote understanding of the complexity of International Marketing as organisations increasingly operate in diverse and less understood environments. Particular emphasis will be placed on identifying the challenges presented by emerging markets, diverse consumer markets and other contemporary issues which have led to the creation of global village and a global market place. The module aims to highlight currant practices in marketing products across the globe and equips students with the skills required to develop global marketing strategies.

Leadership and Change Management
This module develops an understanding of the role of leadership in conceptualizing, designing and instituting effective change within organizations. By adopting a strategic approach, the module provides students with conceptual frameworks and skills needed to design, implement, and evaluate effective change within organizations operating in various environments. The practical orientation of the module enables students to experience the stages and activities underpinning the strategic change process. The module also includes exposure to key tools, techniques and approaches generally used by leadership and change management

Research Design
This module is a key mechanism through which the skills of independent learning, problem solving, analysis, assimilation and communication are developed. The module also affords the student the opportunity of demonstrating knowledge in a particular area of the course and of the ability to apply this to industry context. Students will have explored the process of evaluating, designing and constructing industry-focused research during taught sessions.

It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

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