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

The aim of this module is to give you a smooth transition to university, providing you with a clear understanding of the expectations of learning in higher education and effective skills to approach assessment. You'll gain a comprehensive set of practical skills for the marketing professional. In particular, the module will equip you with the knowledge and skills necessary to evaluate the capabilities of the latest AI tools and emerging digital technology (e.g., augmented reality and chatbots) t

Build a robust foundation of the general principles of marketing, its key concepts and their application in a range of settings. You'll also develop an understanding of marketing analysis and consequent decision making. Through this module, you'll learn to put theory into practice, applying the principles of marketing with real case studies and decision-making activities.

Gain an insight into consumer and organisational buying behaviour from cognitive, social and cultural theoretical perspectives, learning how these consumption theories and principles can be adopted to achieve marketing success. You'll also explore the latest aspects of AI technologies and emerging digital trends to understand their impact on consumer behaviour.

Develop an in-depth understanding of the key principles, components and application of marketing communications in a modern era. You'll gain an insight into the process of planning, creating, managing and measuring integrated marketing communication campaigns. In exploring the strategic coordination of various communication methods – including the latest AI tools, emerging digital technologies and traditional media – the module highlights the importance of delivering a creative and unified messa

This module introduces key concepts about the use of basic statistical and analytical techniques within the marketing context. You'll learn through a combination of lectures, group work, practical (computer-lab) sessions and self-study so you'll be able to apply these techniques to analyse data in practice.

Build a solid grounding in the fundamental principles of content and influencer marketing in the context of social media. The module adopts a 'learning-by-doing' approach, where you'll get the opportunity to apply the theories and concepts to practice.

Delve into the fundamental concepts of creativity, exploring techniques for generating new ideas. You'll cover various methods such as brainstorming, mind mapping and lateral thinking to stimulate creative thought. These concepts will be contextualised for marketing through practical exercises and case studies, enabling you to apply creative thinking to real-world marketing scenarios.

Explore the relationship between organisations and the broader societal context in which they operate. It introduces key management theories and concepts in organisational studies, examining how organisations are structured, managed and influenced by social, cultural, economic and political factors. Topics include organisational behaviour, decision-making processes and the impact of globalisation and sustainability on business practices.

This module offers a blended theoretical & practical experience in setting-up and running a business. Its interactive sessions allow you to delve into the issues of creativity, idea generation, opportunity recognition and feasibility analysis, enabling you to understand how to set the foundations of an entrepreneurial business model. Through various activities, you'll work towards exploring business opportunities, which allowing you to learn about businesses, make decisions about various aspects

Accounting for Managers is designed to provide an overview and introduction to how accounting information is used to help managers in organisations evaluate financial performance, position and make short-term and long-term decisions. You'll develop an understanding of key concepts and how to apply fundamental techniques in financial and management accounting.

Gain an appreciation of the needs for relevant, accurate and timely marketing information to practice marketing. For this purpose, the module introduces the inherent relationship between marketing information and marketing concept. You'll be introduced to marketing information systems (MIS) and the role marketing research plays in an MIS. You'll also cover the marketing research process and build a deep understanding of the various stages of the research process, giving you the knowledge, unders

This module aims to guide students in the real-world application of the central concepts of branding. You'll take a 'learning-by-doing' approach, giving you the opportunity to apply branding theory and concepts in practice. You'll gain unique insights into critiquing local and global brands, understand how brands operate in an international context – and learn how to develop your own new brand. You'll be equipped with theoretical knowledge and an understanding of how brand management strategies

Build an advanced in-depth knowledge of digital marketing theories and practices. You'll get the chance to explore various forms of digital distribution, digital pricing, digital communication and digital products and services. You'll also study how the underlying academic theories of marketing, business and consumer behaviour relate to the application of digital technologies in the real world. This module will also assess the ethical considerations surrounding AI technologies and how to navigat

The goal of selling and sales management is to provide you with the knowledge and skills that businesses need to win customers and grow your business. You'll gain insights into the consultative selling mode to understand the process of selling, discovery of, and alignment with customer's needs, presentation of solutions, overcoming objections, and gaining agreement. You'll learn key selling steps and processes to acquire and retain customers and consider the ethical challenges of selling while u

Develop your knowledge of services marketing in a variety of service industries, both in the UK and globally. This module focuses on the fundamental concepts of services marketing, the practical challenges of its implementation, and the crucial role of service quality in enhancing customer experience. The module also explores how the latest AI tools (e.g., chatbot, avatars) can be integrated into service marketing strategies to boost service delivery and ultimately drive business growth.

Get insight and develop basic knowledge of issues, concepts, theories and research in corporate communications and public relations management in a wider strategic and organisational context. You'll also build the skills to interpret and critically reflect upon research literature and gain insight into practical applications of theory and concepts in this area.

This module covers every aspect of retailing. It begins with the question of what is retail and the contribution that the retail industry makes to an economy and a society. It then examines the