BSc Marketing and Management

BEE1034: Economics for Management

This module focuses on problems that arise with decision making in firms, and how you as a manager can address these problems using economics. The course takes a problems solving approach. You will be presented with problems that have arisen in real world firms and shown how these problems can be addressed using ideas from economics. The course requires the ability to critically analyse readings and is based on problem sets. GCSE level maths or equivalent will be required.

Economics offers powerful insights into the world of business. This introductory economics course aims:

• to provide an essential, simple, useable body of economics- based tools, which will both provide the basis for further study and equip students with a real understanding of the role of economics in business.
• to encourage students to understand how we as managers can make decisions more effectively and why we can sometimes make poor decisions
• to give students an understanding of how businesses use economic theory to make decisions
• to illustrate how economics is relevant to a number of areas of management.

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BEM1015: Marketing and Society

Summary:

The module aims to build on your current knowledge of marketing and consumer behaviour to provide you with a broad perspective on the role of marketing in society. You will learn to analyse and reflect on your own consumer behaviour and marketing-related decision-making. By examining current phenomena in production and consumption such as consumption patterns, sustainability, social responsibility, ethics and personal choices, you will develop your appreciation of marketing, business practice and the role of consumers in the world today. The module also helps you develop essential skills and knowledge by examining social science theory and how to use it and developing your critical analysis skills.

Additional Information:

Internationalisation

This module looks at the influences of marketing on society, and society on marketing, considering these from both positive and negative perspectives. The trends driving production and consumption often are manifest at the global scale.

Sustainability

Sustainability topics such as green consumerism, green marketing and sustainability, food waste and sustainable tourism development are covered. The module themes relate to nine of the 17 United Nations Sustainable Development Goals.

All of the resources for this module are available on the ELE (Exeter Learning Environment).

External Engagement

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BEM1019: Fundamentals of Marketing

Everyone comes into this course with some knowledge concerning marketing because, as consumers, you are continuously exposed to marketing practices such as advertising and personal selling. However, additional knowledge is needed in order to understand how businesses, non-profit organizations, and governmental institutions utilize marketing to achieve their objectives.

This module is designed to introduce you to a marketing process. You will learn about the basic concepts, practices, and analytical methods of marketing and study how successful organizations conduct marketing strategy to build sustainable competitive advantage over their competitors.

The aim of this module is to provide a basic introduction to the marketing environment, the marketing mix, marketing management, and the role of marketing in a global society. This course provides a consumer-oriented perspective that extends beyond traditional economically based marketing knowledge in order to help understand the roles of socio-cultural and psychological forces in the planning of marketing strategies.

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BEM1024: Statistics for Business

This module will familiarise you with the principles and practice of performing statistical analyses within a range of management, marketing and business analytics settings. The module introduces the ways in which statistical analyses and hypothesis testing can contribute to business knowledge. Discipline-relevant examples from the research literature will be used to illustrate practical applications of statistics and you will gain practical experience in how to perform statistical analyses through software-based tutorial sessions using IBM SPSS (Statistical Package for the Social Sciences). Weekly structured learning activities will provide you with ongoing learning through re-engagement with prior module learning and introductory material for subsequent weeks' learning.

The module aims to provide:

A strong foundational knowledge regarding the importance of statistical analyses; how to apply statistical analyses within management, marketing and business analytics settings; and how statistics are used in decision-making processes.

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BEM1071: Discovering Management Theory

This module provides an introduction to organisations and their management. It introduces you to major elements of management theory, both historic and contemporary in nature. Through this module you will be exploring the future of management practice, and you will be engaged with key pieces of research emerging from the Business School.

This module is designed as a foundational element of the degree programme, upon which other content areas will build. As such there are no pre-or co-requisites for this module.

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BEM1072: Discovering Skills for Management

This module provides a foundation for all Management programmes. Through a combination of tutorials, lectures, group work and independent study, this module will support you as you transition to University-level study of the management discipline. Delivered in combination with your academic tutor and subject-matter experts, activities will focus on laying the foundations for successful study throughout your degree and underpinning your development as an independent researcher and future management professional. It will prepare you to become a reflective, pro-active learner and introduce you to the skills, mindset and tools needed to thrive in an evolving global workplace.

This module is available on Management programmes ONLY and is not open for optional module selection.

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BEM2016: Consumer Behaviour

Summary:

Consumer Behaviour has become a central focus of marketing activity as markets increasingly operate to serve the desires of fragmented and diverse niche segments. This module examines the development of consumer behaviour in the marketplace from a range of disciplinary perspectives across the social sciences. Theoretical insights drawn from these perspectives are used to critically evaluate contemporary aspects of consumer culture, including the role of brands in consumers’ lives, the uses and consequences of advertising campaigns, and the formation of late-modern identities and marketplace communities.

Additional Information:

Internationalisation

The content of this module is globally relevant. Students are encouraged to adopt an international perspective in their work and to consider culturally shaped patterns of consumer behaviour.

Sustainability

This module engages with sustainability by addressing concepts such as 'green consumption', ethics and corporate social responsibility.

All course resources are available through the Exeter Learning Environment (ELE).

External Engagement

Formative projects include a research component, providing opportunities to engage with external organisations and individuals. Students also have the opportunity to engage with current research conducted by Exeter academic staff and other scholars in the field.

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BEM2025: Marketing Communications: Strategies and Applications

This module explores theoretical and practical aspects of marketing communications, and its application in developing integrated marketing communications (IMC) strategies and plans. The syllabus provides an understanding of both above and below-the-line promotion, investigating how they are used to communicate with customers and other stakeholders. Students will critically analyse promotional strategies such as experiential marketing, advertising, public relations, sponsorships, and social media. Students will investigate current industry trends, ethical considerations, and practical skills applicable to future marketing careers, providing a comprehensive understanding of modern marketing communication strategies.

Additional Information:

Internationalisation

This module encourages you to adopt a global perspective, developing marketing communication campaigns that are culturally sensitive and internationally relevant.

Employability

You will be given practical problems to address in your reports, which will equip you with critical and analytical thinking skills. Also, by working in an individual report, you will develop your skills in marketing analysis, problem solving, and writing reports.

Ethics and Corporate Responsibility

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BEM2033: Brands and Branding

This module aims to provide an in-depth understanding of the principles and practices of branding. Students will analyse brand equity measurement frameworks such as Keller's Customer-Based Brand Equity model and Aaker's Brand Equity Five, and positioning matrices using perceptual mapping techniques. The module covers brand audit protocols including internal brand alignment assessments and external market perception evaluations, competitor analysis, points of parity, and points of difference, brand valuation methodologies, brand extension decision matrices, sub-brand relationship mapping, brand nomenclature rationalization, co-branding architectural models, and long-term brand growth sustainability assessment. The module assumes familiarity with marketing theory, which will enable students to engage effectively and critically with the content. Throughout the module, students will apply both quantitative and qualitative research methodologies including conjoint analysis, net promoter score tracking, awareness measurement, and customer lifetime value. These methods will be used to assess brand performance metrics, diagnose strategic issues, and develop evidence-based branding recommendations.

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BEM2047: Organisational Behaviour

This module builds your knowledge of organisations, and your ability to analyse organisational life. It explores organisational behaviour theory in order to develop your ability to appraise the functioning of organisations. It will therefore develop a critical mind-set, built from a strong understanding of organisational theory to enable you to operate as an effective future organisational leader.

The aim of this module is to develop your knowledge of organisational theory, your awareness of the complexity of managerial and organisational problems, and to equip you with the skills needed to analyse how and why organisations behave as they do. You can develop your knowledge and skills through discussion and exploration of real-world organisational issues.

Employability:

This module equips students with the ability to understand and unpick organisational 'problems', providing clear, managerially relevant solutions. Students will develop their abilities to produce management reports, critically discussing and appraising differing views on phenomena.

Internationalisation:

The module draws from the international experience of our faculty, and uses global examples to illustrate concepts, and differing approaches to structuring organisations and their management.

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BEM2061: Research Methods for Marketing

This is a research methods module with an applied focus on marketing research. The knowledge and skills gained from this module will provide you with a grounding in research design and analytical techniques (quantitative and qualitative) that can be used to underpin either industry-based marketing research or further HE studies e.g. the final year BUS3001 Dissertation module and/or masters-level studies.

The quantitative research content of the module builds upon your existing knowledge of descriptive and bi-variate statistics by introducing the multivariate techniques of factor analysis, structural equation modelling and multiple regression analysis. Experimental methods are also covered. The qualitative research module content provides students with a grounding in the principles of more interpretive research orientations - practically, this focus will examine how marketing researchers can utilise a range of qualitative research designs for the collection of data. You will also learn a range of analytical and interpretive techniques.

This module will appeal in particular to students with an interest in marketing, and quantitative and qualitative research methods. The principles of research design and the analysis and interpretation of data are transferable, but this module is specifically focused on research for marketing research applications.

Module aims - intentions of the module

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BUS3002: Business School Industrial Experience

Summary:

This module allows you to undertake and to learn from an extended work placement during the third year of a four-year With Industrial Experience WIE' programme. To progress to this module, you will have completed the employability modules BSD1002 and BSD2002 in your 1st and 2nd year, and will have secured a suitable (33 week minimum) placement which has been approved by the Business School.

Having developed the career management skills necessary for a competitive graduate labour market, this is an invaluable opportunity to put the theory learned into practice in the workplace and to focus on your professional skills development.

Throughout your 'industry' year, you will receive guidance from an academic 'WIE tutor' and the Careers team, who will support and encourage you to fully maximise the developmental opportunities provided by your work experiences. Your personal development will also be supported through the completion of an assessed placement 'WIE PORTFOLIO', submitted in stages as you advance through your placement year.

Additional Information:

Internationalisation

You can undertake a work placement in the UK or elsewhere in the world. Overseas placements will be considered on a case-by-case basis.

External Engagement

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BUS3000A: Year Abroad (Study and Work Placement)

This module is for undergraduate Business School students to study and work abroad in their 3rd of 4 years on the 'With Year Abroad' programme. With this module you can spend one semester studying at a European or non-European partner institution and 6 months' work placement abroad in a country of your choice.

An important element of international business is for you to understand the political, economic, and cultural differences between countries. By studying at another university and undergoing a work placement abroad as part of your degree programme, you will learn to think globally and come to understand how the world is interconnected through business. Adding an international component to your business degree, which may or not include learning of a foreign language, will make you more competitive in today's multicultural, global business environment. You will also have access to a range of modules, potentially in areas not offered at Exeter, taught in a different learning culture and therefore broadening your overall academic experience.

The module introduces you to the experience of academic study outside the UK, and, for some of you, a different language. It aims to challenge preconceptions and assumptions about higher education learning by exposing you to a different approach to academic study.

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BUS3000B: Year Abroad (Study)

This module is for undergraduate Business School students to study abroad in their 3rd of 4 years on the 'With Year Abroad' programme. With this module you can spend an academic year at one of the Business School's European partner institutions, a partner institution outside of Europe, or combine one semester study at a European and one semester at a non-European partner institution

An important element of international business is for you to understand the political, economic, and cultural differences between countries. By studying at another university as part of your degree programme, you will learn to think globally and come to understand how the world is interconnected through business. Adding an international component to your business degree, which may or not include learning of a foreign language, will make you more competitive in today's multicultural, global business environment. You will also have access to a range of modules, potentially in areas not offered at Exeter, taught in a different learning culture and therefore broadening your overall academic experience.

The module introduces you to the experience of academic study outside the UK, and, for some of you, a different language. It aims to challenge preconceptions and assumptions about higher education learning by exposing you to a different approach to academic study.

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BUS3000C: Year Abroad

This module is for undergraduate Business School students to work abroad in their 3rd of 4 years on the 'with Year Abroad' programme. To progress to this module, you would have completed BSD2005 and would have found a suitable placement abroad (outside of UK) for a minimum of 24 weeks and a maximum of 33 weeks.

An important element of international business is for you to understand the political, economic, and cultural differences between countries. By undergoing a work placement abroad as part of your degree programme, you will learn to think globally and come to understand how the world is interconnected through business. Adding an international component to your business degree, which may or may not include learning a foreign language, will make you more competitive in today's multicultural, global business environment.

The module assessment is designed to give you the opportunity to present and evaluate the knowledge and skills that you have developed and gained while on your year abroad work placement.

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BEM3041: Marketing Management and Strategy

Summary:

This module explores and exposes you to key issues in developing marketing strategies in a competitive environment. Understanding the external environment is addressed in the context of the role of market research in evaluating market opportunities and also in the context of new product development. Case studies and a simulation are used to enhance your knowledge and skills of the real-life application of marketing management and strategy. In the simulation, you will be put in the position of a company developing a new product in a competitive environment. The module acknowledges the reality that the marketers of tomorrow will require an understanding of the basic mathematical and financial concepts required to analyse and implement marketing strategies and plans. The module emphasises active student learning as opposed to a passive teaching approach and this implies a greater responsibility on you to prepare for each session in order to gain maximum benefit from the learning environment.

Additional Information:

Sustainability

The module covers sustainability related issues by addresses concepts such as organisational social and environmental responsibility

Internationalisation

The mixture of case studies from a range of global firms will enhance students' understanding of international issues affecting the design and implementation of marketing strategy.

Employability

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BEM3066: Marketing Issues and Trends

The core modules studied in years 1 and 2 provide a strong foundation in marketing principles. However, marketing is forever evolving, finding new ways to respond to the changing needs of customers and achieve competitive advantage. Professional marketers need to be alert and well-informed, reflective and strategic, critically evaluating theory and practice. Today's marketers also need to make well-supported and ethical judgements, in order to have a positive impact on individuals, organisations and society.

This module will explore a selection of topical marketing issues, inviting you to thoughtfully and critically evaluate how these influence marketing understanding and practice. Guest lecturers will share their perspectives and experiences, providing thought-provoking, business-world insight. The discussions will deepen through interactive seminars and workshops.

Module aims:

To provide you with insights into a range of marketing perspectives, issues and trends which are receiving the attention of current marketing scholars and practitioners.
To relate these insights and perspectives to current phenomena in business and society.
To encourage critical evaluation of the concepts and ideas presented in the module by faculty, visiting scholars and practitioners.

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BEM3069: Strategic Digital Marketing Practice

Digital technologies are an essential part of consumers' daily lives. Marketers now have a vast and evolving array of digital communications channels to help them engage with customers precisely and in real-time. This module takes a strategic approach to choosing and using digital channels to achieve marketing objectives. Responding to a brief set by a real 'case study' client, you will analyse their current marketing practices, create digital campaign ideas, and develop a digital marketing plan to meet their objectives. This module will grow your knowledge of digital analytics, search marketing, social media, and more. You will grow your skills and confidence to respond proactively to the changing and complex digital marketing world, while delivering genuine benefits to an organisation.

This module aims to provide you with an understanding of digital marketing and how both marketing theory and modern practice can be applied to real-world challenges. Students will be given the opportunity to work with a live case study to develop their ideas and identify practical solutions that can add value to an organisation in our wider community.

This fast-paced and applied module will be particularly suited to students who wish to develop skills that will help prepare them for the workplace.

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