BBA - Marketing

Educational Aims : Knowledge, Understanding and Skills

The overall education aim of the BBA (Hons)- Marketing is to equip undergraduate students with the knowledge, understanding and skills required to practice marketing as a management function, to conduct further research, and to develop broad appreciation of marketing as a socio-cultural phenomenon. Students are exposed to key strategic and theoretical frameworks that inform practice across sub-disciplines, tools of marketing research and analysis, and insights into consumer behaviour.

The main objectives of the programme are:

1. To develop knowledge in the key areas of Strategic Marketing, Marketing Research, Statistics and Computing, Business and Consumer Markets, Brand Management and Communications, and Consumer Behaviour

2. To foster integrated understanding of the important functional areas of marketing and the interactions between them

3. To develop the knowledge and skills necessary for effective decision making in practice

4. To prepare students for careers in management, consulting, and research

It is intended that students will also develop the following:

• Critical thinking and analytical skills

• Transferable skills including the use of technology, planning and organisational abilities

• Cultural appreciation through working in multi-cultural teams

• Effective communication, both in written and verbal forms

• The ability to undertake independent research into a management issue

Intended Learning Outcomes

An integrative approach On completion of the degree, students will be able to demonstrate the following:

• An integrated understanding of the important functions within marketing and the interactions between them

• The capacity to develop a marketing strategy for a new or existing organisation

• The ability to conduct research in the domain

• Programme specific knowledge and understanding

• That they are effective learners and planners

• That they are critical and reflective thinkers

• That they are effective communicators

• That they are effective team workers (including multi-cultural and diverse groups)

• That they are effective analysts

Learning and Teaching Strategies and Methods

The main teaching methods will be through lectures, tutorials, simulations and group work. There also is an expectation that students will demonstrate the ability to undertake independent study.

Assessment Strategies and Methods

Knowledge and understanding is assessed in a number of ways.

• Group assignments covering applied issues of relevance to business and managers, which enable students to apply theory to practice, involve the collection and analysis of data, and in some cases presentations to class.

• Simulations and case studies also provide the opportunity to explore and apply concepts in a supportive environment and build understanding of the crucial inter-relationship between subject areas.

• Examinations and classroom-based tests assess knowledge, understanding and application of theory and key concepts.

The live research and consultancy project allows students to draw on and demonstrate an integrated understanding of principles and concepts introduced in the modules

Total Number of Credits Required

48×3=144

YEAR 1

Semester-wise module requirements

YEAR 2

Semester-wise module requirements

YEAR 3

Semester-wise module requirements