BSc (Hons) Advertising and Digital Marketing (Study Abroad) Bachelor's degree at Lancaster University

This module lays the foundation for your journey in marketing by introducing you to the core principles that underpin the discipline. You will learn about the fundamental concepts of the augmented product and how organisations build customer value through deep market insights, which ultimately drive business success. As you deepen your understanding, you’ll begin to think critically about how organisations connect with consumers and operate within competitive environments.

You will explore how organisations craft messages and engage audiences across a wide range of traditional and digital platforms. You will learn about communication theories, strategies, branding and media channels, as well as how storytelling builds meaningful connection between brands and their target customers. As you consider the evolving digital landscape, you will also reflect on the responsibilities that come with communicating ethically and persuasively.

This module introduces key concepts from marketing theory, sociology and consumer culture to help you understand why people choose to buy what they buy. You will explore the different factors that influence the consumer decision-making process, gaining insight into how and why people engage with specific products, services and brands. Additionally, you will learn and how marketers interpret consumer needs to stimulate demand.

Markets are at the heart of marketing. In this module, you will explore how markets emerge, evolve and operate within a broader social, political and economic context. You will begin to understand the forces that shape supply and demand, how organisations compete, and how value is exchanged. Additionally, you will be introduced to topics such as market regulation, responsibility and the role of marketing in shaping fair and functioning markets.

Your development as a future marketer starts here. Life in organisations can be complex, and to succeed as a marketer, you will need excellent interpersonal and leadership skills. Through practical activities and reflective tasks, this module supports you to develop your critical thinking and writing abilities, whilst also building communication, collaboration and personal effectiveness skills. You will gain the confidence to work in teams, express your ideas clearly and approach challenges with a professional mindset. This module is part of the LUMS commitment to professional development, providing study skills to equip you to learn effectively from day one, and giving you baseline employab

You will be introduced to economic principles and explore modern economic systems through both microeconomic and macroeconomic lenses. You will learn how individuals and businesses make decisions at the microeconomic level. This includes understanding supply and demand, market structures, and consumer behaviour. On the macroeconomic side, you will investigate key national economic indicators, including national income, unemployment rates, inflation, and the implications of economic policy. This module takes a less mathematical approach, and provides an accessible and engaging exploration of economic theory, emphasising conceptual understanding and real-world economic phenomena.

This module will equip you with a unique set of knowledge and skills essential for becoming a successful manager or entrepreneur. You will explore how to generate innovative business ideas and create or co-create new products, services or even organisations. Employers are increasingly seeking candidates who can make these kinds of innovative and entrepreneurial contributions in the workplace. We will introduce you to the core concepts of entrepreneurship and innovation, providing a global perspective on their history, challenges, and relevance. You will practice identifying opportunities, pitching ideas, and creating returns on both financial and social investments through an entrepreneurial

You will be introduced to the fundamentals of management, organisations, work and technology within a dynamic global context. The module will cover key topics such as globalisation and its implications, how organisations operate, and the meaning of work. You explore the evolving role of management, the dynamics of power and politics in the workplace, and the impact of technology on society. You will develop your critical thinking and analytical skills, enabling you to challenge commonly accepted assumptions about the world of work and the role of management within it.

In this module you'll explore the dynamic relationship between media, society, and culture, examining how media influences and reflects cultural norms, identities, and power structures. You’ll consider the material, social and institutional contexts in which media forms have been produced, and think about the role of the media in creating communities, and both reproducing and tackling social inequalities. This module provides you with the skills to navigate complex debates about media and culture as you progress with your studies

Operations Management is a core managerial discipline for all types of organisations, from private sector manufacturing to public sector services. This module introduces the role of operations managers. You will cover a variety of topics including: operations design, capacity planning and control, supply chain management, inventory, forecasting quality management.

Before any organisation can create products, services, and brands, and the campaigns which bring these to life, they need to have clear understanding of their target customers. In this module you will develop your ability to ask meaningful questions and explore how marketing research supports better decision making. You will learn how to design and evaluate research using both qualitative and quantitative approaches and apply analytical thinking to real-world marketing problems through interpreting insights from data and research.

Explore what shapes how people think, feel and behave as consumers. This module deepens your understanding of consumer behaviour by examining key theories relating to social, cultural and personal influences. You’ll investigate how shifting values are influencing consumer decisions and reshaping markets, including aspects of consumer vulnerability and ethical marketing.

Understand how creativity can be used to drive effectiveness in advertising. You will be introduced to the concept of a creative brief, highlighting the importance of insight in generating creative ideas. You will explore various techniques used in creative advertising, reflect on the importance of distinctive brand assets, and consider how behavioural science can be applied to the creative advertising process. Additionally, you will gain insights into how to test and evaluate creative ideas effectively.

This module examines how brands connect with people through digital channels and social media platforms. You will explore the planning, delivery, and measurement of online campaigns. Alongside gaining technical insights, you will reflect on important themes such as: data ethics platform accountability the impact of digital content on public conversations. Additionally, you will explore the challenges and opportunities presented by fast-moving digital cultures.

Step into the role of a marketing decision-maker in a simulated digital business environment. You will experience the challenge of developing and adjusting marketing strategies in response to changing market conditions, while understanding the key role of marketing in interpreting research insights to make the right strategic decisions. This hands-on module allows you to apply your knowledge, build confidence in decision-making, and develop teamwork skills while managing competing priorities; skills that are highly valued in industry settings.

Peter Drucker, one of the core founders of marketing thinking, once said business is about two things: marketing and innovation. This module introduces you to the core principles of innovation as well as the development processes and theories behind bringing new offerings to market. You will consider how businesses can both respond to and shape changing consumer needs and decision-making.

How many advertisements have you already seen today? From moving billboards to advertisements between games on your phone - advertising is everywhere. How many advertisements have you already seen today? From moving billboards to advertisements between games on your phone, advertising is everywhere. In this module, you will learn how advertisers use language, visuals, sound and music to influence behaviour. You will discover how to differentiate advertising from marketing by examining hard and soft selling, influencer advertising and the role of “prosumers” on social media. You will explore consumer research to ask what makes a good advertisement. Rich examples show how advertising has borro

Marketing services rather than physical products presents a distinct set of challenges. You will examine key ideas around customer experience, service quality and relationship building. As service industries increasingly dominate global economies, you will develop an understanding of how to create value in sectors such as hospitality, finance, health and digital services.

Many organisational recruiters have identified several key skills and areas of knowledge that they seek in prospective employees. At the top of the priorities are spreadsheet modelling, problem structuring, statistics, and project management. This module will introduce you to Microsoft Excel 2024 and the fundamentals of dynamic model building. You will learn essential skills such as: data handling filtering and analysis using functions charting Additionally, you will cover advanced techniques such as: optimisation simulation utilising Visual Basic for Applications (VBA) to automate models and construct decision support models. Throughout the module we will make extensive use of case-studies

Our everyday lives are saturated by images of all kinds. This module will introduce you to some key ‘ways of seeing’ our world of images. We will explore questions such as: How are images made, who gets to produce them and, importantly, from whose point of view? How do pictures circulate? How do viewers read and interpret images? Who gets to look and through whose eyes? How do these processes and practices relate to power? We’ll consider these questions in relation to a range of media texts, from photographs and advertisements to television and film.

Boost your CV by gaining international experience and earn credits towards your degree. You study abroad at a summer school at a partner university between your first and second year. You will gain subject-specific business knowledge and experience studying in a different country and culture. You can choose from a wide selection of partner universities based on where you want to study and the subjects offered. Some of your assessment will take place at the partner university. You will also write a reflective essay after you return to help you articulate what you have learnt during your time abroad. This will help you to link your experiences to employability for future interviews. To complet

You will spend one year studying in another country at an exchange partner institution. The courses you take will vary based on the options available at the partner university. Throughout this year, you will deepen your subject knowledge in your field while experiencing life abroad, developing your cultural and personal skills. Before the year begins, a study plan will be created with a study abroad advisor to ensure you make the best choices for your academic journey.

This module provides you with an incredible opportunity to apply your knowledge to the organisational context by undertaking a consultancy-style project for either an advertising/communications agency or a marketing department within a brand organisation (or both). You will further develop your research and analytical skills, enhance your ability to work effectively in a team, and strengthen your creative problem-solving abilities. This module will also prepare you for the next step in your career.

You will explore what makes brands powerful and how they create value in competitive markets. This module introduces you to strategic approaches to brand development, positioning and identity. You will consider how brands connect with audiences emotionally and culturally, and how ethical branding and inclusivity are increasingly central to long-term brand success.

This module highlights the growing significance and importance of influencer marketing for brands. You will learn how to effectively select and work with influencers and how to create successful influencer marketing campaigns. You will also be encouraged to think critically about the implications of influencers and influencer marketing for consumers and society.

Enrich your understanding of the evolving media landscape and the process of connecting brands to consumers using the most effective media channels. Through this module you will understand how to develop an effective media strategy and gain insight into how media channels can be used in innovative and exciting ways. Additionally, you will develop an understanding of reach and frequency, attention, scheduling, and the measurement of media effectiveness.

The human condition is becoming increasingly complex, influenced by a variety of factors that are mediated and amplified through our deep connection with technology. In this contemporary module, you will deepen your understanding of this condition and look at how and why consumers behave the way they do. This module takes a more analytical and critical approach, drawing on advanced theories and emerging perspectives. You will explore how values, identities and social contexts shape behaviour, as well as how marketers can respond to the complex and evolving expectations of consumers.

This module explores some of the most pressing issues that marketers face today. Topics might include digital transformation, sustainability, inclusivity or changing consumer values. You will be encouraged to reflect critically on the role of marketing in society and consider how your own practice can contribute to a more responsible future.

In an increasingly competitive world, marketing plays a crucial role in shaping the direction and strategy of global and national organisations to create sustainable success. This module challenges you to think at a higher level about how marketing supports organisational goals. You will explore how strategic thinking influences decisions around product portfolios, markets and customer relationships. As you examine contemporary challenges such as sustainability and competitive disruption, you will build your ability to evaluate and develop integrated marketing strategies.