BSc (Hons) Marketing (Year in Business) Bachelor's degree at Royal Holloway, University of London

In this module, you will develop an understanding of the external and internal environments of organisations and their relevance to help you develop self-awareness and knowledge and skills required to succeed at university, at work and in life generally. You will look at a range of academic and professional literatures, examine the skills and abilities relevant to applying for or working as a professional, and consider how to communicate with academic and business audiences in a clear and effect

Marketing is crucial to the success of every organisation operating in a competitive landscape as it addresses the role of the customer as a key stakeholder. The module introduces the main concepts, techniques, and applications within marketing management showing their significance for decision making. The module is supported with best practice examples demonstrating how to improve marketing effectiveness from across B2C, B2B, not-for-profit, and the public sector.

This module introduces students to the core principles of data visualization and their application in marketing. Using an industry-standard tool, students will learn to explore, analyse, and present data effectively, developing the skills to create professional dashboards and visual reports for academic and professional audiences.

This module offers students a comprehensive exploration of these developments and their implications for contemporary marketing practice. The module is designed to build on foundational marketing principles, guiding students through the application and strategic use of cutting-edge technologies in real-world marketing contexts. Students will critically examine how digital tools are enhancing marketing, exploring the role of personalisation, customer relationship management, fostering co-creation

This module enables students to apply marketing theories and concepts to address real organisational challenges. It emphasizes marketing as a core management function and highlights the importance of collaboration with other business areas. Through an assignment based on a real organisation, students will demonstrate their ability to integrate theory with practice in solving marketing-related problems. Business and Marketing in Context has three objectives within the Year 1 curriculum. Engage wi

This module builds on the knowledge and skills developed in your first year Professional Skills module, to prepare you for the graduate workplace. You will evaluate business functions and processes in an interdisciplinary context and develop effective communication skills for business, demonstrate collaborative leadership of self and others and learn to be able to work effectively in a team.

This module will cover a critical perspective on global sustainability challenges and explore how both marketers and consumers are entrenched in complex systems that can be responsible – or irresponsible – to the environment and humankind. It also explores broader issues related to the macro environment, including the United Nations Sustainable Development Goals (SDGs). By examining the connections between social and environmental issues and marketing mix decisions, the module encourages a criti

This module introduces the fundamentals of consumer psychology from both theoretical and practical perspectives, with a particular focus on how a deep understanding of the consumer mind can create value for customers, firms, and society. A central theme of the module is the dynamic interplay between psychology and marketing, emphasising how psychological insights and marketing strategies must inform and constrain each other to support effective decision-making. The module explores the origins and

This module will enhance students' competence in research methodology and build their confidence in conducting independent research, with a balanced focus on both qualitative and quantitative approaches. It provides foundational training in the research process, including various methods of data collection and analysis. Students will also be introduced to software tools commonly used for analysing qualitative and quantitative data. The module encourages students to develop as reflexive researche

This module has two points of reference: it complements the Y1, Term 2 module 'Business and Marketing in Context' for the CIM's Level 4 Certificate in Professional Marketing; it also complements the Y2, Term 1 module 'Communication and Collaboration in Business' (15 credits). The module is designed around the CIM Global Professional Marketing Framework and aims to develop students' skills in four key areas: Direction – analysing the business situation and context; Capability – building knowledge

This module introduces the opportunity for you to gain a significant period of work experience as part of their degree programme, enabling them to experience of a range of practical work-based situations and apply you knowledge and understanding of management theory to them, whilst also improving you employability.

This module develops students academic learning with practical application, guiding them through the process of developing an impactful marketing plan. It introduces students to real-world marketing challenges that require critical thinking, analysis, and strategic solutions. Through guest lectures from industry professionals in sectors such as healthcare, finance and technology, students gain insights into complex issues like digital transformation, market disruption, sustainability and busines

The marketing environment is constantly changing and it is crucial for marketers to keep up-to-date with contemporary trends and debates, in particular to be aware of controversies and their implications for key stakeholders. This module explores current ideas within marketing scholarship and practice. It allows students to discuss some of the major issues, challenges and controversies that are currently impacting on marketing, including but not limited to ethical and environmental challenges, t

This module provides an opportunity for students to analyse the latest market trends, identify usable resources and assess their personal competencies to persistently identify and/or create new opportunities. Through various individual and group activities, students will be engaging with practical cases around the world and discussing how entrepreneurial marketers have adapted their leadership styles in different contexts and implemented their ideas in the market with a socially responsible and

This module gives students an understanding of the strategic implications of both services marketing and retail marketing with an in-depth exploration of the main theoretical and managerial issues of relevance to these key areas of marketing practice. In doing so, it will explore the many challenges and constraints for managers in service and retail economies, especially in response to rapidly changing market and customer needs. The module will underscore the difference between the marketing of

Advertising and Branding are mutually dependent - branding is premised upon integrated communication and advertising depends for its purpose upon branding. This module offers a conceptual introduction to the major practices, principles and theoretical underpinnings of advertising and promotion in the service of brands.