BSc (Hons) Marketing Bachelor's degree at Keele University

The 'Marketing Fundamental' module introduces you to the dynamic world of marketing through developing your understanding of the vital role it plays in all forms of organisations in many different sectors. Through this module, you will acquire an understanding of what marketing is, the purpose of marketing and how marketing operates in practice. You will learn the key concepts, tools, and theories of relevance to marketers today including buyer behaviour, market segmentation, marketing research,

The 'Understanding the Contemporary Consumer' module will develop your understanding of consumer behaviour and its central position within the discipline of marketing. Through this module you will use contemporary theories and concepts to delve into the mind of the consumer to gain valuable insight into how and why people choose to consume different products and services. You will be challenged to reflect on your own consumption behaviour to discover how consumer behaviour works in practice and

A sound knowledge of the wider context of business is an essential element for businesses and organisations. In this module, you will explore how evolving political, economic, technological, and societal factors significantly impact business operations and models. You'll gain insights into economic principles, international trade, sustainability, and environmental considerations. Understanding the importance of context on business activity, you will learn about the two-way influence between orga

Our foundational professional development module is designed to help you identify and take advantage of your unique strengths. Using approved psychometric tools, you will learn about your strengths to uncover your inherent talents which will help you to shape your professional identity. This module offers a structured framework for you to reflect on your capabilities and areas for growth, supporting the development of your career plan. Through interactive workshops and guided reflection, you wil

The 'Teams, People, and Performance' module focuses on enhancing practical skills for effective teamwork. It covers key concepts such as team dynamics, communication strategies, conflict resolution, and leadership roles. Students engage in hands-on activities, group projects, and case studies to apply theoretical knowledge in real-world scenarios. By the end of the module, participants will have gained essential experience in collaboration, problem-solving, and performance optimization within di

The 'Creative Marketing Communication in the Digital Age' module encourages you to explore the expanding marketing communication toolbox available to marketing professionals. Marketing Communication plays a pivotal role in connecting organisations with different target audiences and fostering positive relationships. Throughout this module, you will be introduced to core communication theories and concepts to help you experiment with how to optimise the marketing communication toolbox to develop

The 'Marketing Research: Principles, Process and Practice' module equips you with the core processes and practices to collect, interpret and present different forms of data to help inform organisational change and prepare you to face emerging challenges and opportunities within the marketplace. Over the course of the module, you will explore different digital and traditional marketing research tools and techniques to discover the role of marketing research within both day to day and strategic ac

Using your commercial awareness and enterprise skills, you will tackle an actual organisational challenge, collaborating with a team gain first-hand experience of working with an organisation. This hands-on experience not only enhances your practical abilities but also encourages critical reflection on your personal and professional growth, steering you towards effective problem-solving and continued development of your professional identity.

The 'Services Marketing: Design, Delivery, and Developments' module equips you with the essential knowledge and practical skills to deal with today's increasingly dynamic and service-based economy. By studying this module, you will expand your knowledge of the traditional marketing mix to encompass additional dimensions of people, process, and physical evidence. Using different service industry examples, you will explore how customer expectations, service design, failure recovery, and delivery s

The 'Marketing and Society: Issues, Impact, and Implications' module enables you to critically investigate the impact marketing practice can have on different organisations and stakeholders. Throughout the module, you will engage in key debates around ethical and sustainable marketing practices, corporate social responsibility, digital disruptions, and global marketing strategies. By fostering a holistic understanding of the impact of marketing within society, you will emerge as a conscientious

The business world is full of ethical dilemmas. This module is a practical, discussion-based course where you will select and explore current ethical issues in business. With your peers, you will engage in debates, presentations, and discussions, applying ethical theories to real-world scenarios. This hands-on approach develops critical thinking and communication skills, preparing you to navigate and address ethical challenges in today's business environment.

The 'Strategic Marketing: Creating and Gaining Competitive Advantage' module immerses you in the vital aspects of Strategic Marketing to develop your professional marketing skills. You will discover how to help organisational survival, growth, and competitive advantage, whilst mastering resource allocation, customer responsiveness, and adaptability. As you navigate this dynamic landscape, you will engage practically with strategic marketing tools and processes to equip you with the essential ski

In your final year of study, you will undertake a significant project that reflects the subject area of your degree. This is the opportunity to follow your own interests. We offer the flexibility of undertaking a solo project or working with a group to collaborate on a large project. Your solo project might include undertaking a piece of research or a Marketing report. If you prefer to work in a team, you might undertake a consultancy project for an organisation, or put on an event, helping you

As a final-year student, you will compile and present your academic and project achievements in a professional portfolio that highlights your unique strengths. This module not only guides you to articulate your personal and professional attributes but also encourages reflection on your educational journey and career preferences. You will engage in recruitment and selection simulations, exploring both traditional CV and innovative no-CV approaches using various media. This comprehensive portfolio

The 'Digital Marketing in Action' module builds on learning from the second year 'Creative Marketing Communication in the Digital Age' module for those of you interested in delving deeper into the digital side of marketing. Throughout the module, you will investigate how Digital Marketing is utilised across various organisational contexts to create engaging, immersive, and memorable customer experiences. You will actively engage with existing and new digital marketing technology and tools to bui

The 'Creative Branding: Creation, Strategy and Management' module is for those of you who are interested in further developing your creative marketing skills. This module takes you into the intricate world of branding to explore the vital relationship between strategic brand management and creative brand management. You will actively participate in key discussions and activities around the concept of branding, brand equity and the art of brand creation to harness your creative marketing skills f

The 'Digital Showcase' is your opportunity to demonstrate your digital skills through the creation of a comprehensive digital project. Students will select a focus area such as digital marketing, web development, data analytics, or multimedia production. You will develop and present your projects using cutting-edge tools and techniques. Emphasising creativity, technical proficiency, and practical application, this module allows you to showcase your digital talent.