Marketing with Advertising and Public Relations - BA (Hons)

The Consumer Behaviour module builds on foundational marketing concepts, deepening your understanding of consumer behaviour in both domestic and international contexts. It unpacks the complex factors that drive decision-making, offering an insightful exploration of individual, social, and cultural influences.

The aim of this module is to explore principles involved in the professional practice of advertising and public relations (PR). It introduces you to the range of techniques and tools used in advertising and PR.

The Brand Management and Visual Communications module delves into the art and science of building successful brands. It equips you with the knowledge to develop and manage impactful brands by exploring both the strategic and creative aspects of branding. You will learn how to craft compelling brand identities and understand the vital role of visual communications in amplifying a brand’s message and influence.

In today’s fast-paced and interconnected world, effective marketing communications are the cornerstone of successful marketing strategy as they give visibility to, and understanding of, an organisation’s products and / or services in order to drive a response from a target audience. The Integrated Marketing Communications module will explore the principles, tools and techniques of marketing communications and look at how these can be used to develop campaigns that resonate meaningfully with the desired audience.

The Marketing Research and Consultancy module offers a comprehensive understanding of market research principles and their application in solving real-world business problems. In this module, you will explore the methodologies and tools used to gather and interpret data, enabling you to provide actionable insights to client organisations. You will also develop the professional skills needed to manage client relationships and learn how to communicate research findings effectively.

This module progresses on from the Level 4 module Introduction to Data Analytics and AI. Artificial intelligence (AI) has transformed the business world and personal lives, and ‘Big Data’ is everywhere. This module will demonstrate how organisations apply analytical tools and techniques by harvesting and leveraging data to gain a competitive edge.

The aim of this module is to provide you with the practical industry skills in creating and developing a live event. In this module you will devise, plan, implement and evaluate the running of a live event to meet the business objectives of a live client. Whilst completing this task, you will also develop knowledge and skills in wider project management, administration, problem solving and creative thinking.

In this module, you will develop a deep understanding of the entrepreneurial process, focusing on the evaluation of the feasibility of new business ventures. You will explore how businesses are formed, structured, and strategically developed to achieve long-term sustainability.

This module is designed to provide you with the opportunity to undertake a credit bearing, 40- week Professional Placement as an integral part of your Undergraduate Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market.  Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace. 

Marketing is usually involved in providing information used in strategic decision-making and is often in the forefront of executing such decisions. It is very important for marketers to have an understanding of strategy and planning as it enables marketing activities to be directed to the specific needs of that organisation. You must appreciate the complexities of preparing and implementing longer-term, customer-focused plans and the significant role of marketing and management in contributing to the core vision of the organisation and the achievement of its plans.

Whilst marketing has contributed to many of the issues faced by today’s society, the Sustainable Marketing module offers an alternative perspective of marketing and the critical role that it has to play in facilitating a sustainable future. During this module, you will explore some of the key drivers of the sustainability agenda, as reflected in the UN Sustainable Development Goals (SDGs), and develop an understanding of how marketing can develop strategies to support this agenda whilst still meeting the commercial needs of the business.

Contemporary Advertising, will explore best practice advertising techniques, In this field creative, marketing communication tools and techniques are continuously evolving. Current examples pulled from real-world experiences, will be analysed from the view of a practitioner’s perspective. Taking a comprehensive view of the industry, advertising will be analysed from the creative standpoint and continuing to address the importance of integrated marketing communications in the field of advertising and how it impacts advertising strategy through featured campaigns.

Public relations is a strategic asset of any firm or organisation and the ability to appraise and analyse the characteristics of a successful PR strategy is fundamental to a successful practitioner. PR utilises a variety of techniques and skills to create the compelling content and word of mount media coverage that makes this PR, after personal recommendation, the most effective marketing channel.

The Digital Marketing Performance and Analytics module equips you with the skills and knowledge to thrive in the data-driven digital marketing landscape. It explores how digital transformation has reshaped industry practices, emphasising the shift from traditional methods to analytics-powered strategies. The module offers a comprehensive understanding of how data and analytics optimise marketing performance and inform strategic decision-making.

To successfully market products and services, it’s never been more important to apply the science of how people make decisions. However, marketing goes beyond the purchase decision, the ultimate destination for any organisation is the creation of loyal customers that repeat purchase and advocate the brand/organisation.

This module builds on the previous modules (Introduction to Data Analytics and AI and Data Analytics and AI in Practice). The module offers hands-on experience of Artificial Intelligence (AI) based solution development for addressing a particular business challenge.

The Creative Digital Marketing Professional is an experiential and entrepreneurial module designed to help you grow as a confident professional in the dynamic digital marketing sector. It explores how creativity and innovation can shape the work you undertake, whether for clients or within your own digital marketing start-up.

The Sales and Channel Management module brings together two critical commercial areas: crafting an effective channel strategy, and mastering the sales, promotion, and negotiation techniques essential for delivering products or services to customers.

Following from the discovery (L4) and practice (L5) phases of your journey into developing enterprise skills, this module focuses of the application phase (L6), where you are encouraged to learn and apply different techniques to launch a technology start-up.

The module will allow you to demonstrate your ability to evaluate a business issue relevant to your discipline of study and utilize the theory from your study to date to generate recommendations at either a theoretical or practical level. It will allow you to demonstrate your analytic and time management skills in a practical way.