BA (Hons) Marketing Bachelor's degree at De Montfort University

This module introduces how organisations operate within local, national and global markets, providing a foundation for your marketing studies. You will explore different types of organisations, key business functions, organisational structures, culture and the macro-economic environment, alongside basic financial management. Strong emphasis is placed on developing academic confidence, employability skills, research skills and professional behaviours to support your transition into higher educati

Assessment: The assessment includes a visually engaging infographic with written commentary.

This module provides a comprehensive introduction to the theory and practice of marketing. You will examine core marketing concepts, frameworks and tools, alongside contemporary challenges such as digital marketing, ethics, sustainability and globalisation. Marketing theory is brought to life through practical examples and collaborative learning. You will also begin to develop professional skills relevant to marketing careers.

Assessment: Assessment includes a group report analysing a business environment and an individual written report with a strong employability and skills-development focus.

This module focuses on how marketers use information, analysis and judgement to make effective decisions. You will work within a computer-based marketing simulation, experimenting with product, price, promotion and distribution decisions in a competitive market. The module develops problem-solving, teamwork and analytical skills while highlighting the uncertainty and limitations of market data.

Assessment: This module is assessed with a group simulation exercise, supported by an individual reflective report evaluating decisions made and team performance.

This module explores how marketing responds to social change, environmental challenges and rapid digital transformation. You will examine sustainability marketing, ethical decision-making and the growing role of digital and social media in shaping consumer behaviour. Learning is applied through a live consultancy-style project, where you develop recommendations for real organisations seeking to improve sustainability, digital engagement or accessibility.

Assessment: The assessment is based on a group pitch presentation and a professionally written proposal.

This module explores how brands are created, positioned and managed in competitive and dynamic markets. You will examine contemporary brand theory, consumer-brand relationships, and the strategic and creative processes behind successful branding. A strong focus is placed on storytelling, identity and building sustainable brands that resonate with consumers. Practical activities help you apply theory to real branding challenges.

Assessment: The assessment includes a blog and a substantial brand workbook combining written analysis with creative and visual elements.

Understanding customers is central to effective marketing strategy. This module focuses on consumer behaviour, customer experience and the role of marketing research in generating actionable insight. You will explore how data from multiple sources is analysed and transformed into marketing intelligence that informs decisions across the customer journey. Practical skills in research design are developed throughout.

Assessment: Assessment is through a portfolio of applied tasks, including data analysis, customer personas, journey mapping and strategic reflection.

This module develops your ability to plan and deliver integrated marketing communications campaigns. Using consumer insight and evidence-based theory, you will design creative and strategic campaigns across multiple channels, including digital, social media and promotional platforms. The module reflects industry practice and may include competition-style briefs.

Assessment: Assessment includes a group presentation focused on the creative idea and an individual written integrated marketing communications plan responding to a real or simulated business challenge.

This module explores the key challenges and debates shaping modern marketing, such as sustainability, digital disruption, artificial intelligence and responsible business. You will gain an understanding of academic research methods and how research informs marketing practice and policy. Guest speakers and contemporary case studies enrich learning.

Assessment: Assessment is innovative and creative, including a digital poster and short video (digital story), supported by a structured peer-review activity that develops critical and reflective skills.

This strategic module brings together knowledge from across your degree to analyse markets, competitors and customers in depth. You will apply analytical frameworks and data-driven insights to develop realistic and commercially focused marketing strategies. The module mirrors professional marketing practice and prepares you for graduate roles.

Assessment: Assessment includes an individual strategic analysis presentation and a professionally written marketing strategy report, demonstrating your ability to make evidence-based recommendations.

This module focuses on digital and data-driven engagement marketing, including content marketing, social media, email marketing and marketing automation. You will explore how organisations build long-term customer relationships using targeted, personalised communications across multiple channels. Ethical issues such as data privacy and transparency are also examined.

Assessment: Assessment includes a written digital marketing proposal responding to a contemporary brief, and the creation of original short-form video content to showcase creative skills.

This module encourages you to examine global consumption through a critical and interdisciplinary lens, drawing on sociology, psychology and cultural studies. You will explore ethical, social and cultural issues affecting consumers and society, including vulnerability and marginalisation. The module develops advanced critical thinking and communication skills.

Assessment: Assessment includes a digital poster using multimedia elements and an individual critical report, allowing you to translate complex ideas for both academic and non-specialist audiences.

This module explores how organisations develop and manage innovative marketing approaches, products and services in response to technological change, sustainability pressures and evolving consumer expectations. You will analyse innovation models and evaluate real-world case studies from diverse sectors. The module encourages creativity and reflection.

Assessment: Assessment includes an individual presentation and a digital journal, which can be submitted as written entries or video content, supported by ongoing formative feedback.

The Brand Portfolio is an applied, employer-focused project that allows you to develop and launch a new brand concept. You will conduct primary and secondary market research, identify gaps in the market and design a compelling brand narrative and launch strategy. This module closely replicates professional brand management practice.

Assessment: Assessment includes an individual presentation and a detailed written brand and integrated marketing communications report.

The dissertation gives you the opportunity to conduct independent academic research on a marketing topic of personal interest. With expert supervision, you will design a research project, review literature, collect and analyse data, and evaluate your findings. This option develops advanced research and analytical skills.

Assessment: Assessment includes a research proposal and a final dissertation, demonstrating academic rigour and originality.