Marketing Management (Top-Up) BA (Hons)

Course Content

• Course Details

  This course gives you the opportunity to top-up HND or Diploma level qualifications (or equivalent) to a full honours degree.

  Your HND or Diploma will need to be in one of the following business-related subjects such as Business, Commerce, Economics, Accountancy, HRM, Travel and Tourism and International Development.

  You will develop your marketing knowledge, skills and practice to a high level through this Marketing Management Top-up degree course which will enable you to gain employment in a wide range of marketing jobs around the world upon graduation.

  List of modules

  Please note the modules shown here relate to the academic year 24/25. The modules relating to the academic year 25/26 will be available from June 2025.

  • Stage 1
    • Principles of Marketing Management (20 Credits)
      Module code: MKT3017

      Status: Compulsory
      The purpose of this module is to explore the tools, concepts & models that are essential to inform marketing strategy. This module will examine the macro and micro environments and evaluate the strategic fit between company strengths and market opportunities.
    • Advertising (20 Credits)
      Module code: MKT3038

      Status: Compulsory
      The purpose of this module is to provide a creative and contemporary appraisal of the radically evolving world of advertising. Advertising needs to address a changing environment and the challenge is to understand advertising's developing role within business and society. This module explores advertising communications, theories, concepts and frameworks, whilst encouraging students to develop their creativity to overcome contemporary issues within advertising management practice.
    • Digital Marketing (20 Credits)
      Module code: MKT3039

      Status: Compulsory
      The purpose of this module is to provide an overview of digital technologies and social media from a marketing perspective, evaluating the impact they are having on the evolution of business practice.Students will investigate the role of digital tools and techniques in developing markets, communicating with customers and channels, learning from current practice and theory.
    • Global Marketing (20 Credits)
      Module code: MKT3040

      Status: Compulsory
      With ever increasing world trade, and a growing integration of our world's major economies, the advancement of globalization will mean that the global marketing strategy of an organisation will inevitably continue to be a significant issue. This module will give students an appreciation of effective and decisive global marketing strategies. It will review the role of global marketing managers and the complexity of operating in several countries.
    • Luxury Brand Management (20 Credits)
      Module code: MKT3057

      Status: Compulsory
      The purpose of this module is to examine luxury brand management by understanding what luxury means and why consumers buy luxury. How to develop a successful luxury brand and the key challenges and opportunities of luxury brand management in today?s global and digital context. Successful brands are those that understand the challenge of finding a balance between being timeless through communicating their brand story and heritage; being current and relevant for the moment through strong brand positioning, visual identity, differentiated customer experience and addressing brand challenges; and being innovative in anticipating future opportunities.
    • Research Project (20 Credits)
      Module code: MKT4002

      Status: Compulsory
      The purpose of this module is to provide students with an opportunity to carry out an investigation of a current industry or market sector topic or issue that is relevant to their degree or professional development. This will typically result in the identification of a problem, trend or research issue that is subsequently examined during the project. Students apply relevant academic or marketing concepts to structure their investigation and to communicate their analysis.

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• FAQs

  How will I learn?

  For this programme taught study will be a combination of workshops, online activities and class activities and usually 10/11 hours per week. We recommend 36 hours in self-directed study time.

  You will study five modules, which typically means a two hour workshop (in class and online) each week for each module, and the research project has four support workshops over the year. So most weeks you will be involved with workshops for ten hours, and more when there is a week with a research project workshop. You are also provided with a supervision tutor for the research project, where you are provided with four hours of individual supervision time throughout the year.

  How will I be assessed?

  The modules within the course use a range of assessments, including negotiated projects; marketing plans; research reports; client projects; business presentations; investigative essays and multiple choice tests.

  Are there any special features of this course?

  • Study in a dynamic and stimulating environment
  • Good links with local and national businesses
  • Guest lecturers and client projects on many modules
  • You will work on real world projects with real world solutions. The project will provide you with an opportunity to carry out an in-depth investigation of a current industry or sector issue relevant to your degree and professional development. You will use relevant academic concepts to investigate a problem, trend or issue with marketing.

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