BSc (Hons) Marketing Bachelor's degree at the University of Brighton

Throughout this module you will examine the underpinning principles of consumer behaviour/psychology and explore the relationship between brands, their competitors and customers. You'll examine the external marketing environment, encompassing both macro and micro factors, and consider the dynamics of marketing in relation to competitive environments. You will also gain insight into different market sectors to develop your awareness of market trends and developments.

You will gain an overview of marketing as a discipline and its core concepts during this module. You will cover areas including the role and function of marketing; the external marketing environment; internal marketing analysis tools; competitor analysis and competitive marketing strategy; segmentation, targeting and positioning; pricing strategies and tactics; and branding, differentiation and key selling points.

On this module you will develop a range of professional, academic and employability skills to help you achieve success both at university and in graduate employment. Specific areas covered include early formative assessment of key academic skills; participation in a team skills development centre; the creation of your personal brands and other recruitment documentation; reflective practice; and career/personal development planning.

You will study the underpinning management accounting and measurement concepts required of a modern marketing manager. You'll learn about key financial and management accounting terminology and activities, the role of finance in marketing planning, and marketing measurement, metrics and analytics. You will also examine brand performance measures and how they are used to support the development of future marketing plans and activities.

In this module you will develop your understanding of key economic concepts by applying them to contemporary issues within the world of business and through the application of quantitative techniques. You will also gain an understanding of how political, economic and environmental factors influence the world of business.

Explore the challenges and opportunities of using technology across digital and social media platforms. In this module you will develop the tenacity, confidence and problem-solving skills needed when using technology to address the challenging and changing marketing tech environment. Areas covered include an introduction to the digital landscape; digital technology categories; business scheduling and online project management tools; AI and prompt engineering; and analytics platforms.

This module introduces you to services marketing and the fundamental concepts and strategies that differentiate services from tangible products. You will examine issues faced by service-based organisations and how they successfully implement a customer focus. Areas covered include applying the 4Ps of marketing to services; designing service processes; balancing demand and capacity; complaint handling and service recovery; and building a world class service organisation.

You will examine the importance of managing marketing data in effective decision-making during this module. You'll look at the role of marketing metrics and establish how understanding measurement techniques can enable organisations to achieve marketing insights and strategic decision-making. You will also explore how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities.

You will explore market research and how to address marketing problems by applying qualitative and quantitative research methods. You will study a range of marketing research methodologies and improve your skills in planning, managing and conducting a market research exercise. Through data analysis, you'll develop an understanding of the market research role in marketing and management decision-making.

This module takes you on a journey through the responsible marketing literature, theory, concepts, current challenges and roles and responsibilities of marketing managers in the UK and across the world. You will apply theory to practice, preparing you to become an ethical, socially responsible marketer of the future. You will examine ethical issues across a variety of markets and consider how to balance ethical performance with profitability.

On this module you will look at how customer behaviour has changed with the digital revolution and gain insights into the impact of digital marketing upon the customer experience. You will also explore ways to adapt to this changing market, including strategy and channel management.

You will gain an understanding of the principles of marketing-related law during this module and develop an awareness of how important law is within the business and marketing context. You will cover areas including the English legal system, contract law, digital/ecommerce, advertising regulations, data protection and privacy, employment law and intellectual property rights law.

In this module you will use your knowledge of marketing principles to develop a strategic marketing plan. You'll examine the stages of developing a strategic marketing plan and consider a range of operational, tactical and strategic approaches to marketing.