BA (Hons) Business and Management (Marketing)

Program Overview

The BA (Hons) Business and Management (Marketing) program at Bath Spa University is a three-year, full-time course providing a stimulating and vocationally focused learning experience. It is structured to progressively build foundational business knowledge in the first year, introduce core marketing concepts and principles in the second, and culminate in specialized marketing studies and an independent project in the final year. Students benefit from interactive lectures, engaging workshops utilizing industry-standard marketing software and tools, opportunities for practical marketing campaign development, and collaborative group work on real-world marketing scenarios. A key element involves understanding the strategic role of marketing in organizational success and the importance of data-driven and customer-centric marketing practices. The program fosters a collaborative and digitally savvy atmosphere, encouraging students to develop their expertise within the specialized field of marketing and its broader business context.

Curriculum: The curriculum for the BA (Hons) Business and Management (Marketing) program is designed to provide a comprehensive understanding of business fundamentals with a strong specialization in contemporary marketing. Core business modules typically cover areas such as strategic management, finance, operations, and organizational behavior. Marketing-specific modules delve into topics such as digital marketing, marketing communications, consumer behavior, market research, branding and brand management, advertising, marketing strategy, and international marketing. The program emphasizes the development of essential marketing skills, including digital marketing campaign management, social media marketing, content creation, market analysis, brand development, and customer relationship management. Students will engage in case study analysis of successful and unsuccessful marketing campaigns, practical projects involving the development of marketing plans and strategies for real-world products or services, and potentially collaborative projects with industry partners. The final year often includes advanced marketing topics and a significant research project or dissertation focused on a specific area within marketing.

Research Focus: The BA (Hons) Business and Management (Marketing) program at Bath Spa University benefits from a research-informed learning environment within the School of Business and Management, with faculty actively engaged in research related to various aspects of marketing, including digital marketing, consumer behavior, branding, and marketing communications. This research informs the curriculum, ensuring that students are exposed to current marketing trends, academic insights into consumer psychology and digital marketing strategies, and innovative approaches to marketing practice. Students are encouraged to develop their own research interests within marketing through assignments and their final year project, fostering critical thinking and analytical skills relevant to understanding the marketing landscape.

Industry Engagement: Bath Spa University's BA (Hons) Business and Management (Marketing) program places a strong emphasis on connecting students with the professional marketing industry. The program may facilitate guest lectures by marketing professionals from various sectors, workshops on specific marketing skills led by practitioners (e.g., SEO, social media marketing), and networking events with potential employers. Students may have opportunities for internships or placements within marketing agencies, in-house marketing departments of organizations across different industries, or digital marketing firms, providing valuable hands-on experience and industry connections. The curriculum often incorporates real-world case studies and projects that involve direct engagement with existing businesses or the development of solutions for identified marketing needs within organizations. The university's career services also provide tailored support for BA (Hons) Business and Management (Marketing) graduates seeking to launch their careers in the marketing profession.

Global Perspective: The BA (Hons) Business and Management (Marketing) program at Bath Spa University incorporates a strong global perspective by examining international marketing strategies, cross-cultural consumer behavior, and the challenges and opportunities of marketing in a globalized world. The curriculum may include case studies of successful international marketing campaigns, discussions on adapting marketing strategies to different cultural contexts, and the exploration of global digital marketing trends. The university's diverse international student body contributes to a global learning environment, fostering discussions and collaborations across different cultural perspectives on marketing. Furthermore, the program may touch upon topics such as international branding, global market entry strategies, and the ethical considerations of international marketing, preparing graduates to operate effectively in the interconnected global marketplace.