BA (Hons) Entrepreneurship and Marketing Bachelor's degree at the University of Derby

This introduction to the “fundamentals of marketing” module will provide you with a basic understanding of the current and emerging marketing principles and techniques within the business environment. It seeks to establish that sustainable market success within a highly competitive environment can only be achieved by developing products or services based upon an understanding of the external environment and customers’ needs and wants. During the module you will not only consider how to add value for customers and other stakeholders but also learn to assess the impact that marketing activities have on consumers’ lives. Your assessment is coursework-based, designed to enable you to demonstrate

Assessment: Coursework

Customers are faced with almost unlimited choice of products and services that are likely to satisfy their needs and wants, coupled with an ever growing number of channels through which to purchase. This makes it increasingly difficult for organisations to cut through the clutter of communication and to make themselves visible to prospective buyers. Developing powerful brands is one such way in which to attract the attention of customers. The branding and popular culture landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts. In our consumer society brands have become an obsession. But an often forgotten fact is that the pe

Assessment: Coursework

The module allows students to develop a clear appreciation of the important role of Advertising as a major element of the communications mix and how this needs to be co-ordinated, integrated and managed to deliver effective advertising which satisfies a client’s advertising objectives. The module seeks to expose students to the diversity of advertising approaches and techniques utilised in today’s business environment by allowing them to examine examples in the public and private sectors and there by develop an appreciation of the problems and issues associated with managing and planning advertising output. Students will have the opportunity to visit Advertising Agencies to see at first hand

Assessment: Coursework

Enterprising individuals are necessary within the economy as they create jobs, wealth and value. These individuals do this through applying an enterprising mindset, an individual and unique combination of enterprising behaviours, attributes and skills which can be used in a variety of contexts. For instance, this could be in starting and growing a business (ie in an entrepreneurial context) or applying their skills to existing organisations, whether large companies, SMEs (small and medium-sized enterprises) or not-for-profit organisations (ie in an intrapreneurial context - being entrepreneurial inside a larger organisation). Being able to apply an enterprising mindset is highly desirable in

Assessment: Coursework

This module introduces organisational behaviour (OB) theory and research to help you gain an understanding of the range of individual, group and organisational factors which can influence the way that employees behave in the workplace. You will practice applying the theory to case study organisations to explore how it can be used as an analytical tool to gain a clearer understanding of the complex causes of workplace behaviour in order to develop effective management interventions.

Assessment: Coursework

This module will assume no prior accounting knowledge. You will learn how to prepare accounts for small businesses and then apply that knowledge to larger organisations. This module will assume no prior accounting knowledge. You will learn how to prepare accounts for small businesses and then apply that knowledge to larger organisations. Numbers by themselves can be misleading and you will progress to examining accounting statements to assess just how well a business is performing. Managers cannot improve the performance of a business unless they make correct interpretations of situations and learn how to diagnose problems. Business costs will be identified and analysed to aid decision makin

Assessment: Coursework

For those who aspire to marketing executives this module will enable you to take your first step. Founded and designed with our business partners, students will have the opportunity to work with organisations and experience first-hand how creative campaign planning combine in practice to achieve profitability. The process will consolidate your learning by its application to current marketing problems faced by organisations in ‘real-time’. The learning, experience and confidence you gain as a result will enable you to become an exceptional executive with marketing skills and knowledge and the personal skills to make an impact. You will be able to implement your proposals within a real organis

Assessment: Coursework

Modern day businesses depend upon good marketing research to inform decision making in a number of areas from product design and innovation to understanding customer needs and wants. Increasingly organisations are trying to delve deeper into the mind sets of their customers in order to develop products and services which will give them a competitive edge. In this module you learn how to design and carry out research at this deeper level and this will equip you with relevant skills which employers are seeking. The module has been designed after research and consultation with the Chartered Institute of Marketing and with business representatives to ensure it is relevant for meeting the needs o

Assessment: Coursework

This module will explore the role that social enterprises and social entrepreneurship contribute to the economy and the attainment of the United Nations’ 17 Sustainable Development Goals (SDGs). The global financial crash of 2008, the fallout of the Covid-19 pandemic, the rising cost of living, poor regard for social values and the failure of many policies aimed at social inclusion and cohesion, signal the increasing need for a way of doing business that promotes social justice and equality. Social enterprises offer an alternative to charitable action and government intervention to address injustices in society. Social enterprises can be distinguished from traditional ‘for-profit’ enterprise

Assessment: Coursework

Innovation can be defined as the development and application of new ideas to create new opportunities and to solve problems. In this hands-on module you will discover why the best companies are those which innovate. You will research how successful organisations harness the creativity of their people and steer their way through the unexpected hazards which business life throws at them. You will consider the type of thinking needed to implement these problem-solving ideas and how to manage this implementation to make better organisations and products. To do all this, you will have the opportunity to work with other students on a real business problem, finding out your strengths and abilities,

Assessment: Coursework

Relationship management and its implementation via public relations activities is an increasingly important aspect of corporate communications. Along with marketing communications it remains an area which stimulates wide differences of opinion as to where it lies in relation to the marketing function of organisations. The module is designed to allow you to recognise which is the most appropriate approach given particular business contexts and the issues affecting it. Public Relations is about managing a corporate image and reputation. Deciding which public a company needs to engage with and which media to utilise in delivering the corporate ‘message’ are key issues that the module will equip

Assessment: Coursework

For companies to compete in today’s increasingly competitive market place, communicating effectively with consumers and stakeholders is essential for survival. Marketing Communications plays a central role in this increasingly dynamic environment where all elements of the marketing mix and the communication of brand values combine to establish competitive advantage. Through this module you will explore why an integrated approach to marketing communications is essential if such communications is to be both efficient and effective. With the continued rise of digital media it is essential to consider how media converge and diverge. The module has been informed by businesses across a wide spectr

Assessment: Coursework

Satisfying customers, consumers and clients is a priority for all organisations if they wish to survive and prosper. This can only be achieved if organisations are able to see the world through their customers’ eyes, understand the often seemingly irrational nature of their purchasing behaviour and respond with appropriate products, services and processes. This module provides you with the opportunity to apply and further develop some of the knowledge and skills you have acquired in previous modules to delve into consumers’ conscious and unconscious motivations for their purchases and consumption behaviour. It provides a foundation for analysing and evaluating customer needs and wants. Worki

Assessment: Coursework

This module will give you the tools, techniques and theory behind how digital marketing works within a business environment. During this module you will learn about best practice and key elements of managing digital marketing in an ‘always on’ 24/7 environment. You will learn how to audit and evaluate competitors’ digital footprints as well as understand how to gain consumer insights using digital techniques. Your assessment is coursework-based, designed to provide practical life and employment skills, developing an outline digital marketing plan. This assessment will contribute towards key skills sought by employers, including: evaluation, understanding of digital tools, presentation and bu

Assessment: Coursework

This module aims to provide you with knowledge of responsible management including exploring concepts of ethics, leadership, global social responsibility, and creation of sustainable social, environmental and economic value for organisations and corporations utilising the UN’s 17 Sustainable Development Goals (SDGs). The module will also encourage you to consider the importance of these issues from both the organisation’s and other stakeholder perspectives. You will also reflect on the relevance of responsible management and leadership as a basis for sustainable competitive advantage. The module aims to equip you with the knowledge and understanding of the complex ethical issues that are enc

Assessment: Coursework

Managing the performance of staff is essential to the smooth running of organisations. This module analyses the range of human resource management (HRM) activities undertaken within organisations to manage the performance of its employees and explores the devolution of many of these roles and responsibilities to line managers. It provides an introduction to the knowledge and skills required to undertake these activities professionally and effectively in the workplace. By the end of the module students will be able to analyse the causes of poor performance within organisations and the principles and practices of effective performance management. They will be able to explain how these practice

Assessment: Coursework

This module forms part of the placement year typically completed between the second and final stage of a degree programme. The module provides a framework for the development of reflective skills appropriate to all areas of professional practice including for example aspects of problem solving such as objective setting, planning, negotiating, demonstrating, and reflecting. The emphasis in this module is on the analysis and evaluation of work completed within the organisation and future employability planning. During the module students will develop a reflective portfolio where they record the skills, knowledge and experience developed during the placement experience and evaluate how this wil

Assessment: Coursework

Developing Marketing Strategies that focus on customers are often stated as priorities for modern day businesses. However in practice this is difficult to achieve and may require business leaders to significantly change their mindsets to deliver effective and sustainable change, which engages both employees and customers. In this module you will be able to examine the marketing strategies of those organisations that are thriving and successful and those that are failing. The module will go beyond the traditional models of market analysis and planning. We will be seeking to look at strategy from a creative point of view (and not just as an analytical approach taken by some). We will look at h

Assessment: Coursework

There are many different ways in which you can decide to become your own boss, especially if you plan to use your own skills, knowledge and interests as the basis. You can: exploit your unique set of characteristics through freelancing, set up and run a social enterprise with a charitable purpose, become self-employed and work for yourself, start your own business, sell other people’s products and take a commission, become an entrepreneur with a new and innovative product or service which you have developed, or some combination of the above. However, in the end, all these opportunities amount to the same thing. You have to offer a product or service for which potential customers are prepared

Assessment: Coursework

This module seeks to develop your understanding of how enterprises, especially start-ups and SME’s, can operate and prosper in a global landscape, and how you can apply that knowledge in a real life situation. In the last few years, the twin issues of globalisation and culture have been forcing business to look to trade beyond their national boundaries. A greater appreciation of cultural similarities and differences, allied with technological advances, have resulted in both SME’s and start-ups being able to compete on more of a level playing field with large MNE’s. The command of resources of the latter being counteracted by the nimbleness of the former. Indeed, may new businesses are ‘born

Assessment: Coursework

This module gives you the opportunity to make a personal choice regarding the topic and format of your study. You may wish to extend aspects of your final and previous year subjects to more depth along with refining your research skills by means of a traditional research project. Alternatively you may choose to examine a business situation in depth, develop a creative advertising campaign or develop a marketing plan with ideas for creative execution. You could analyse and test the theories, principles and concepts addressed in the classroom environment in the reality of a private, public or community sector organisation by means of a pathway related report. The independent study is an indivi

Assessment: Coursework

As a student of Marketing and a future Marketing professional, you must have a thorough understanding of the added complexities involved in global marketing and how these impact on the formulation of marketing plans and strategies. Organisations in all sectors and industries face increasing international competition; this could be from multi-nationals or competitors establishing themselves in their domestic environment, the need for foreign suppliers or indeed when they seek to establish operations abroad. This module seeks to build on the knowledge and concepts you will have encountered at earlier stages of the programme. It aims to familiarise you with a range of issues and concepts encoun

Assessment: Coursework

This module assesses the importance of designing and delivering marketing which effectively applies an understanding of customer expectations (and beyond). The module will highlight the impacts of service variability, perishability and demand fluctuation on marketing. It will also consider the measurement of customer expectations and perceptions and satisfaction monitoring. The need for and process of resource planning and the management of service encounters will also be encountered. The importance of the service sectors is growing in all national economies and is increasingly provides the basis for national comparative advantage. Tourism, leisure, retail, entertainment, sport and events a

Assessment: Coursework

Copywriting and creativity are key skills in the world of advertising and marketing. Whether you are writing the copy, designing the text or producing the artwork, the art of getting the message across to the target market is crucial. Not all of us are artists and designers; not all of us are creative, but we may have to brief, manage and feedback to those who are and it is therefore necessary to understand what they do. This module examines creativity in advertising and marketing and allows you to experiment with different kinds of copywriting for different media, ranging from traditional print and broadcast to ambient and social media. You will explore the different audio, visual and writt

Assessment: Coursework

This module will enable you to appreciate and become part of a communications industry that is data-driven and works in real-time. We will allow you to focus on the specialist sector of your choice and nurture your skills to become an opinion former through social media infrastructure with a strategic eye on the media landscape to react, shape and manage your messages. Of all the media industries in the communications toolkit – PR has been massively changed by the advent of digital and social media. PR practitioners have had to embrace it from the start quite simply because much of social media is done by the public, consequently opinion forming, influencing, managing reputation and crisis a

Assessment: Coursework

This module aims to provide you with knowledge of ethical issues involving business, in particular it is concerned with the implications for marketing. The module aims to develop your capacity to critically engage with issues such as human rights, environmentalism and sustainable development, consumerism and Corporate Social Responsibility (CSR). Ultimately, the aim of the module is to enable you to recognise and reflect upon complex ethical problems with a view to enhancing your analytical and decision-making skills which are valuable for employability in international businesses. The role of sustainability as an integral component of business strategy is becoming more common. A number of f

Assessment: Coursework

This social marketing module offers an introduction to the field by introducing social marketing principles, differences between social marketing, societal marketing and commercial marketing. Social marketing is well-known for influencing behaviours’ for social good and this module will offer to develop an understanding to analyse social issues and to develop a social marketing campaign by understanding consumer needs. This module will also offer an opportunity to the students to relate the applications of social marketing theory to understand continued issues which need solution though social marketing. There will be consideration of many social marketing models, frameworks and criteria and

Assessment: Coursework

This module is about the concepts of Leadership and Management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organisations. You will analyse the skills and competencies of effective organisational leaders and examine alternative methods of leadership development to enhance these. Module learning outcomes Critically evaluate the definition, roles and responsibilities of leadership and management in modern contexts Assess alternative theoretical approaches to leadership and management and their relevance within

Assessment: Coursework

This module studies the global business using a combined strategic and economic approach. As part of this module, you will explore the recent major global economic shifts and analyse current international business events. You will study the key theoretical underpinnings, trends and challenges of international trade and foreign direct investment. You will analyse the importance of government and institutions in controlling/regulating international business behaviour. This will allow you to consider the long-term sustainability of businesses in the ever-changing, and often hostile, global business environment and help you understand the critical role played by strategic management. You will le

Assessment: Coursework