Bachelor of Arts in Marketing Management Top-up (Online)

University

Overview

This BA top-up course is the equivalent of the final year of a full-time Bachelors degree, delivered straight to your screen via the university’s online learning environment.

During the programme you will gain an excellent understanding of both basic marketing principles and specialist areas such as brand management and international marketing as well as the knowledge of cutting edge developments in the marketing industry including digital media.

Building on your previous experience and skills, you’ll develop your knowledge and understanding of marketing theory and the ability to apply this to practical situations.

You’ll also establish critical, analytical, creative and reflective approaches to marketing.

Benefits

The programme provides you with the opportunity to develop and demonstrate your knowledge and understanding of marketing and related business subjects, and to develop your practical, critical and analytical skills and attributes.

Engaging and participating in the online discussions will enable you to exchange knowledge and network with fellow participants from across the globe.

In addition to the online learning material, you’ll receive full access to the university’s online library, as well as receive support from module leaders, the programme leader, and the university’s administration team.

Career Path

On successful completion of this programme, you will receive a full Bachelor degree and will be equipped with industry relevant skills and knowledge preparing you for work in the following areas:

Marketing management
Brand management
Advertising
Market research
Public relations

Progression

Eligibility

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Entry Requirements

To enter this course you must have either:

an HND in business/marketing related subject, (or equivalent), or
have successfully achieved 240 SCQF credits (or equivalent) of which a minimum of 120 credits are at SCQF level 8 (or equivalent), in an appropriate marketing/business / management subject area (i.e. basic understanding of principles in financial accounting, marketing and operations).

The University will also consider mature applicants on a case-by-case basis taking into account recognition of prior learning (RPL) as mapped and appropriate.

Non-standard entry: For applicants without formal qualifications, the University will consider these on a case-by-case basis. In general, 3 years or more relevant working experience will be required.

If English is not your first language, you may need to undertake an approved English language test. You can discuss the available options with your personal academic consultant.

Modules

Strategic Management in a Global Context

Description of module content:
Stages in the Strategic Management Process. Strategic Analysis – The Organisation and its Environment. Levels of External Environmental Analysis: the wider or macro environment, the Industry or Competitive Environment, the Organisation’s competitive position. Internal Resource Analysis. Resource Audit, Value Chain and the Value System, Threshold and Core Competencies and SWOT Analysis. .
Strategy Formulation and Evaluation – Competitive/Generic Strategies, Directions and Methods of Growth.
Strategic Implementation – Structure & Resource Allocation. Culture and Change.
Approaches to Strategic Decision-making – The Planning & Emergent schools.

Learning Outcomes for module:
LO1: Discuss what is meant by strategic management and the different levels and approaches to strategic decision making
LO2. Analyse the relationship between the organisation’s environment, resource position and strategic choice and evaluate alternative strategies and directions/methods of development open to organisations
LO3. Critically assess the implementation process and the difficulties encountered by organisations during strategy implementation
LO4. Identify, analyse and formulate solutions to problems through application of a range of strategic management frameworks to current situations and published case studies

Brand Management

Develop an understanding of the importance to create powerful brands. Understanding of the branding process. How consumers choose brands and how can brand satisfy social and psychological needs. Study of retailer issues in branding. Service brands. Business to Business branding. Brands on the Internet. Brand planning, evaluation and sustaining. How powerful brands beat competitors.

Learning Outcomes for module:
LO1: Demonstrates clear understanding of the brand and the brand strategy.
LO2: Critically review brand management theory
LO3: Analyse different foundations that are used to value brands
LO4: Formulate, evaluate and justify brand development decisions
LO5: Critically evaluate the role of the marketing mix in supporting successful brands
LO6: Demonstrate creativity and inventiveness

International Marketing

Description of module content:
* Introduction to international marketing (MACRO Environment)
* The Strategic Marketing Process
* The Trading Environment
* The Social and Cultural Environment
* International Market Research and Opportunity Analysis
* International Market Entry Strategies
* International Product and Service Marketing
* International Channels of Communication
* Pricing for International Markets
* The Management of International Distribution and Logistics
* International Niche Strategies for Small and Medium Size (SME) Organisations
* Implementation through Enabling Technologies

Learning Outcomes for module:
LO1: Examine the dimensions of international marketing theory, its application and relevance in an international context
LO2: Demonstrate an understanding of the issues and processes necessary to be able to formulate an international market entry strategy
LO3: Evaluate an organisation’s competitive positioning in the international environment, using both internal and external analysis
LO4: Identify and evaluate international marketing strategy options using accepted international marketing theories, concepts and models
LO5: Present in writing an international marketing plan to a context based case study with scope for evaluation and development

Creativity, Innovation and Enterprise

Description of module content:
This module explores definitions of creativity, innovation and enterprise. It allows you consideration of the range of tools and techniques used in organisations to encourage creativity. The module will also examine characteristics of the innovative organisation, and how to create an appropriate environment for creativity. Consideration is also given to the barriers to creativity and how to overcome them. Finally, the module explores the planning process of New Product / Service Development within enterprising organisations.

Learning Outcomes for module:
LO1: Identify the role of creativity and innovation in enterprising organisations
LO2: Comprehend the tools and techniques of creative and innovation management
LO3: Examine the barriers to creativity and how successful organisations overcome these challenges
LO4: Evaluate the process of planning from creativity to the implementation of innovation in enterprising organisations – in private, public and the voluntary sectors

Direct and Digital Marketing

Description of module content:
Theory, principles and practice of Direct and Digital Marketing (D&DM). Its impact on marketing communications and marketing strategies and on current and evolving business models. D&DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM. Data analysis, segmentation, profiling and targeting, the role of research and the use of marketing databases in D&DM. The digital consumer and increasing customer control. D&DM media, including direct mail, telemarketing, direct response advertising in conventional media, web-based, mobile and broadcast digital media. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative – practices and strategies. Data quality and data protection issues. International issues in D&DM

Learning Outcomes for module:
LO1: Analyse the evolving scope and role of Direct and Digital marketing in modern marketing practice.
LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Direct and Digital marketing.
LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns.
LO4: Identify and analyse communications problems and prepare an appropriate outline strategic Direct and Digital marketing plan for an organisation.

Marketing Research and Communications

Description of module content:
The relationships between marketing management and the functions of marketing research and communications.
Nature role and function of marketing research.
Critical analysis of the scope and limitations of marketing research.
Evaluations of secondary and primary research designs and methodologies.
Data collection, analysis, and interpretation.
Cost versus quality.
Assessment of role, nature and function of the marketing communication mix within the strategic marketing management context.
The marketing communications planning process-objectives, content and context.
Selection and evaluation of communication tools using marketing research.
International issues and developments.
The major influences on consumer behaviour within different environments and contexts.

Learning Outcomes for module:
LO1: Explain the importance and relationship of marketing research and communications within marketing decision making
LO2: Describe the stages involved in conducting a marketing research project
LO3: Show an understanding of how marketing research tools are applied to a variety of marketing contexts
LO4: Apply marketing communication theories and models and principles of the marketing communication process in a practical manner
LO5: Select, justify and apply marketing communication tools in a reasoned manner
LO6: Explain the major influences on consumer behaviour