Marketing BA (Hons)

There is an ongoing debate regarding what characterises a ‘responsible business’, covering everything from the requirement to maximise shareholder value, to considering everyone who is impacted by the business, and everything in between. In response to this ongoing debate, this module questions and unpicks how businesses balance the need for economic viability with a commitment to behaving responsibly. You will engage with theoretical and practical perspectives on issues such as:

• The provision of environmentally safe, ethical and equal working conditions
• Sustainable procurement
• The role of philanthropy

This module will challenge you to apply your learning to complex debates around contemporary business and societal issues.

This module will provide you with a comprehensive understanding of marketing theory and its practical applications. You will be introduced to fundamental marketing concepts, including an in-depth exploration of the marketing mix, with particular emphasis on the 4Ps: Product, Price, Place, and Promotion. By examining each component, you will learn how to develop cohesive marketing strategies that are tailored to specific target markets. You will also gain an enriched understanding of the definition and role of marketing within an organisation, its essential functions, and various theoretical frameworks. 

On this module you will examine the various roles marketers play within organisations, and learn about the key concepts and influential figures shaping the marketing landscape. Practical training in tools like Microsoft Office, Adobe Professional, and Canva will be a significant part of your learning experience, ensuring you are well-prepared for the digital aspects of marketing. As part of this module you will also work on optimising your LinkedIn account, as well as learning to create and manage professional websites. This module will prepare you for a thriving career in the ever-evolving world of marketing.

This module focuses on understanding financial statements, and how decision-makers use them. You will learn to understand, analyse, and interpret published financial statements, and explore essential information for financial decision-making within organisations. This includes budgetary control and decision-making for both short-term and long-term planning. By the end of the module, you will be able to identify information in published financial statements, understand the role of budgets and performance reports in planning and control, and select appropriate techniques for decision-making. 

Strategic marketing research is a crucial component of modern marketing, enabling organisations to make informed, data-driven decisions that drive business growth and competitive advantage. This module will equip you with the knowledge, skills, and methodologies necessary to design strategic marketing research. You will learn to craft detailed research briefs, use various data collection methods, and perform strategic environmental analyses. You will also gain expertise in spotting market opportunities and developing strategies to leverage them. We will cover the intricacies of customer engagement design, and teach you to implement and monitor marketing strategies effectively. 

This module will equip you with comprehensive understanding of marketing communications, from both theoretical and managerial perspectives. You will learn abut the various tools within the communication mix, and consider their importance a central component of marketing processes. You will explore the intricacies of Integrated Marketing Communications (IMC), examining the rationale behind selecting specific communication methods tailored to target audiences. This examination will include a critical analysis of how these methods influence buyer behaviour and drive marketing success.

The power of a brand plays a pivotal role in strategic marketing, often considered one of the few strategic assets capable of providing a company with a long-lasting competitive advantage. On this module you will explore the core theories and contemporary issues surrounding brand, branding, and brand management. You will learn about:

• What constitutes a brand
• The process of branding
• The principles of effective brand management
• How brands add value to organisations
• Consumer perceptions and brand loyalty

This module will give you the knowledge and skills you need to drive sustainable business growth through integrated marketing approaches. You will learn to combine traditional digital marketing tactics with modern growth frameworks, data-driven testing, and emerging technologies. By the end of the module you will be able to implement growth marketing frameworks and develop integrated strategies across digital and physical touchpoints, leveraging data and testing methodologies to improve marketing performance. You will learn to design customer journey-focused marketing strategies and create sustainable growth approaches that balance acquisition with retention. 

There is a growing demand for professionals who can manage events that cater to international audiences and incorporate intercultural elements. By understanding cultural nuances and global trends, you will be better prepared to create inclusive and engaging events that resonate with diverse participants. This module will prepare you to navigate the complexities of organising events in a globalised and culturally diverse environment. You will build skills in intercultural communication, project management, and strategic planning, as you learn to design and execute events that are culturally sensitive and globally relevant.

On this module we will introduce you to the fundamental concepts and models of application development, helping you to understand the key processes related to building functioning applications, and appreciate the complexity of application development. You will learn about:

• The software development lifecycle
• Programme design
• Data structures
• Problem solving
• Programming logic
• Implementation considerations
• Testing

On this module you will explore the psychological processes underlying consumer behaviour and experience across various market sectors. This will mean examining how psychological principles manifest differently across industries such as travel, retail, technology, financial services, and healthcare. Through this you will develop a nuanced understanding of how sector-specific characteristics influence consumer psychology and experience design. You will also learn to leverage technology in experience design, and think critically about the ethical implications of applying psychological insights across various market contexts.

Understanding research and conducting it is a life skill, as well as being valuable to the functioning of organisations. This module will give you the foundational skills to evaluate, design and conduct research. You will learn to:

• Formulate and scrutinise research questions
• Design and propose research methodology
• Collect qualitative and quantitative data
• Analyse data, reach conclusions using it, and report it

These skills will be transferable in all fields of business, including finance, marketing, economics, tourism and events. You will also learn IT skills for survey design and statistical data analysis. For this module’s assessments you will learn to create video presentations, to work conduct and report research collaboratively, and to propose an original piece of research.

This module will provide you with hands-on, business problem-solving experience, by working on live briefs. In most cases this would include visiting the organisation, communicating your progress with clients, conducting primary or secondary research, and making recommendations in form of report and presentation. This module goes beyond theory, equipping you with authentic workplace skills and a deeper understanding of your own strengths and abilities. All of our projects are designed to develops your skills, while also helping local organisations find solutions to real problems that matters to them. 

On this module you will develop a substantial piece of specialist work, with the support of a designated research investigation tutor. This could be in the form of either:

• A traditional Dissertation
• A Business Creation Feasibility Project

You will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of your choice. You will also need to collect, analyse, interpret, and evaluate the data generated by your research. At the end of the module, you will have the opportunity to showcase your research at the York Business School Undergraduate Research Symposium.

The module will help to prepare you for your future career goals. You will evaluate your current skills and produce a professional curriculum vitae, learning more about how to prepare for interviews and the application process. You will also research the careers market within your chosen field at a national and international level. By the end of the module you will have a strong exit portfolio to offer a potential employer. 

In today's rapidly evolving digital landscape, it is essential for you to acquire social media marketing and digital content creation skills. These abilities are vital for modern brand promotion, audience engagement, and business growth. On this module you will learn about social media, content creation, and influencer marketing, which are pivotal for modern brand promotion, audience engagement, and business expansion within the digital landscape. By understanding the intricacies of each social media platform, content formats, and storytelling techniques, you can use these tools effectively, engage with their target audiences, and drive business success. 

On this module you will gain a detailed knowledge of marketing theory and operations at an international level. An understanding of international marketing is particularly important when considering contemporary management issues, such as cultural diversity and strategic decision making. You will develop your understanding of the international context of marketing and particular issues that affect marketing decision making and planning at this level. We will introduce you to the complexities of international marketing practice by analysing product development, branding and market entry strategies in different international contexts.  

On this module you will critically analyse and respond to a range of social justice topics, with the opportunity to focus on the issues you are especially passionate about. In today's competitive global market, sustainability and social responsibility have become critical for modern businesses and organisations. Companies that embrace sustainable and ethical practices outperform their competitors, while consumers increasingly demand transparency, responsibility, and meaningful social impact from the brands they support. York Business School is committed to integrating Principles for Responsible Management Education (PRME), and the The United Nations’ Sustainable Development Goals (SDGs). The module will embed these SDGs into your learning, empowering you as a future leader to create a more equitable, sustainable, and prosperous world.