Marketing and Management - BA (Hons)

Durham University

Study marketing alongside management and gain insights into the strategic decision-making in marketing and the effective techniques used to drive impacts on brands and consumer behaviour in the fast-paced business world.,Drawing from the fields of psychology, sociology, anthropology, philosophy and economics, this varied and dynamic course helps you understand how consumers behave and how businesses use this insight to market their products and services. Combining contemporary marketing trends such as behavioural science and digital marketing together with business management you will develop an understanding of different markets, learn how to predict and interpret consumer behaviour, identify trends and communicate brand strategy. The management element of the course includes financial, entrepreneurial and strategic components. Studied together, these subjects unlock more career pathways whether you’re looking for a specialist marketing role or interested in the wider field of business management. This flexible curriculum links academic theory with real-world business experience including expert guest speakers and projects where you will take on business challenges. It offers plenty of opportunities to tailor your studies as your interests evolve. You have the option to complete the course in three years, add a placement year or spend a year abroad. Year 1 provides a foundation of knowledge and skills in marketing and management. In subsequent years you will further develop your knowledge and skills in areas such as digital marketing, consumer behavioural science, branding, market research and communications. The wide range of optional modules give you the opportunity to focus your studies on areas of special interest such as retail marketing and social marketing. The degree culminates in either a dissertation or project based on an area of marketing of your choice.Course structureYear 1 modulesCore modules:Introduction to Advertising covers theories of persuasion, contemporary issues in advertising such as social, ethical issues, and inclusivity. Live briefs from international organisations will be used as the assessment to give you, the opportunity to apply your knowledge and skills to a professionally relevant task.Marketing Principles covers the key principles of marketing theory and its application in both commercial and non-commercial sectors. You will study how marketing works in practice looking at areas such as consumer behaviour, market segmentation, marketing strategy, distribution, branding, communications theory, pricing and ethics.Managing Behaviour and Organisations focuses on managing people and organisations in contemporary society. You will learn about some of the concepts that can lead individuals and groups to behave in a particular way and apply these concepts to a range of issues including examples from your own experiences.Creative Strategy covers theoretical and practical perspective of advertising creativity and contemporary issues in advertising such as social, ethical issues, and inclusivity. Live briefs from international organisations will be used as the assessment to give you, the opportunity to apply your knowledge and skills to a professionally relevant task.Financial Information for Managers introduces financial management and sources of finance. You will develop an understanding of a range of financial reports looking at areas such as budget, sources of finance, capital investment and performance analysis.Introduction to Digital Marketing draws upon the latest research in the digital marketing arena to prepare you for the future challenges of marketing in the digital world. You will explore the enormous possibilities made possible by the latest digital development such as big data analytics, machine learning, artificial intelligence, Internet of Things, Virtual Reality and Augmented Reality and examine the opportunities this brings to companies or brands.