Online BA in Marketing Management Top-up

University

Overview

Online BA in Marketing Management Top-up

This Online BA in Marketing Management Top-up degree is the equivalent of the final year of a full-time UK Bachelors degree, delivered straight to a screen via the university’s online learning environment.

During the Online BA in Marketing Management Top-up students 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 previous experience and skills, develop a deeper knowledge and understanding of marketing theory along with the ability to apply this to practical situations.

Online BA in Marketing Management Top-up teaches critical, analytical, creative and reflective approaches to marketing.

Benefits

Benefits of the Online BA in Marketing Management Top-up

The Online BA in Marketing Management Top-up 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

Academic Progression

Eligibility

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Entry Requirements – Online BA in Marketing Management Top-up

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

Organisational Change Management

This module will critically assess theories of organisational culture and the psychological contract. It will analyse the principles of organisational development, and discuss the concepts of the learning organisation and knowledge management within the context of organisational change. It will examine a range of tools and techniques which can facilitate the change process, based on a number of theoretical models.

Learning Outcomes for module:
LO1: To examine the complex nature of change and the role of change management
LO2: Analyse various theoretical models of organisational change, and apply them in appropriate ways
LO3: Critically assess the importance of addressing the cultural dimension of change
LO4: Examine the notion of the learning organisation and its impact on change
LO5: Examine reactions to change and consider strategies to manage these

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

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.

International Business

Description of module content:
– Introduction to International Business
– Globalisation of the World Economy
– Political and Economic Risk
– Cultural and Ethical Risk
– International Competitive Environment
– International Entrepreneurship
– International Economic Agreement and Regional Integration
– Foreign Direct Investment: Home/Host Country Perspective
– Foreign Market Entry Strategies: Joint Ventures and M&As
– International Business Strategy and Structure
– International Human Resource Management
– International Marketing

Learning Outcomes for module:
LO1: Evaluate the key factors influencing the post-war trends in global trade, investment and competition.
LO2: Identify and analyse the opportunities and risks which exist in the international business environment
LO3: Critically assess the relevance of international trade, investment and competition theories to the analysis of current business and management issues (both from a government and Multinational Company (MNC) perspective)
LO4: Discuss the motivating forces behind different foreign market entry decisions and evaluate the appropriateness of each entry method in a range of circumstances
LO5: Analyse the strategic and functional decisions which companies take in the course of their international operations

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

Leadership in Organisations

Description of module content:
Students will examine contemporary leadership and will develop an understanding of the role of a leader in: developing organisational success through consideration of managerial roles and decisions; the leadership of change; power and influence, ethical leadership; cross-cultural leadership; and leadership development. This will be examined in the context of significant organisational change.

Learning Outcomes for module:
LO1: Understand the different ways of defining and conceptualising leadership at the strategic, operational and tactical levels of analysis.
LO2: Review the different leadership theories (models, philosophies and styles) and understand the impact of leadership on followers, organisations and performance.
LO3: Review how leadership is interpreted and understood in practice.
LO4: Evaluate the interpretation of leadership in a practitioner environment.
LO5: Outline and examine critically the impact of internal and external influences on leadership practice in Industry 4.0.