Marketing Management BSc(Hons)

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Top reasons to choose this course

• Accredited by the Chartered Institute of Marketing (CIM).

• The University of Brighton is accredited by the Association to Advance Collegiate Schools of Business (AACSB) – an accreditation achieved by fewer than 6% of business schools globally.

• Focus on developing your employability skills.
• Gain practical experience via client-based projects and case studies.
• Strong industry links and insight via guest lectures, panel talks and experienced academics.
• Get involved in our student-led marketing and PR agency, Bright Young Things.
• Graduate with a year of work experience when you choose a placement year.

Year 1

In your first year you will develop your own brand, client management abilities and team leadership skill which you can apply in live projects with local organisations.

Core modules in year 1 of the Marketing Management degree include aspects of economics, digital and social media marketing, marketing principles, understanding markets and finance for marketing.

Modules

• Business Economics

  In this module you will develop your understanding of key economic concepts by applying them to contemporary issues within the world of business and through the application of quantitative techniques. You will also gain an understanding of how political, economic and environmental factors influence the world of business.

• Creative Problem Solving and Tech Confidence

  Explore the challenges and opportunities of using technology across digital and social media platforms. In this module you will develop the tenacity, confidence and problem-solving skills needed when using technology to address the challenging and changing marketing tech environment. Areas covered include an introduction to the digital landscape; digital technology categories; business scheduling and online project management tools; AI and prompt engineering; and analytics platforms.

• Marketing Principles

  You will gain an overview of marketing as a discipline and its core concepts during this module. You will cover areas including the role and function of marketing; the external marketing environment; internal marketing analysis tools; competitor analysis and competitive marketing strategy; segmentation, targeting and positioning; pricing strategies and tactics; and branding, differentiation and key selling points.

• Management Accounting for Marketers

  You will study the underpinning management accounting and measurement concepts required of a modern marketing manager. You’ll learn about key financial and management accounting terminology and activities, the role of finance in marketing planning, and marketing measurement, metrics and analytics. You will also examine brand performance measures and how they are used to support the development of future marketing plans and activities.

• Understanding Markets and Consumers

  Throughout this module you will examine the underpinning principles of consumer behaviour/psychology and explore the relationship between brands, their competitors and customers. You’ll  examine the external marketing environment, encompassing both macro and micro factors, and consider the dynamics of marketing in relation to competitive environments. You will also gain insight  into different market sectors to develop your awareness of market trends and developments.

• The Professional Marketing Practitioner

  On this module you will develop a range of professional, academic and employability skills to help you achieve success both at university and in graduate employment. Specific areas covered include early formative assessment of key academic skills; participation in a team skills development centre; the creation of your personal brands and other recruitment documentation; reflective practice; and career/personal development planning.

Making sure that what you learn with us is relevant, up to date and what employers are looking for is our priority, so courses are reviewed and enhanced on an ongoing basis. If you apply to us, you’ll be told about any new developments through Student View.

Year 2

In your second year, more advanced modules develop your skills in analytics, strategy and content generation ready for your marketing career.

Modules

• Services Marketing

  This module introduces you to services marketing and the fundamental concepts and strategies that differentiate services from tangible products. You will examine issues faced by service-based organisations and how they successfully implement a customer focus. Areas covered include applying the 4Ps of marketing to services; designing service processes; balancing demand and capacity; complaint handling and service recovery; and building a world class service organisation.

• Marketing Research and Insight

  You will explore market research and how to address marketing problems by applying qualitative and quantitative research methods. You will study a range of marketing research methodologies and improve your skills in planning, managing and conducting a market research exercise. Through data analysis, you’ll develop an understanding of the market research role in marketing and management decision-making.

• Marketing Analytics

  You will examine the importance of managing marketing data in effective decision-making during this module. You’ll look at the role of marketing metrics and establish how understanding measurement techniques can enable organisations to achieve marketing insights and strategic decision-making. You will also explore how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities.

• Law for Marketing

  You will gain an understanding of the principles of marketing-related law during this module and develop an awareness of how important law is within the business and marketing context. You will cover areas including the English legal system, contract law, digital/ecommerce, advertising regulations, data protection and privacy, employment law and intellectual property rights law.

• Digital Customer Experience

  On this module you will look at how customer behaviour has changed with the digital revolution and gain insights into the impact of digital marketing upon the customer experience. You will also explore ways to adapt to this changing market, including strategy and channel management.

• Marketing Ethics and Responsibility

  This module takes you on a journey through the responsible marketing literature, theory, concepts, current challenges and roles and responsibilities of marketing managers in the UK and across the world. You will apply theory to practice, preparing you to become an ethical, socially responsible marketer of the future. You will examine ethical issues across a variety of markets and consider how to balance ethical performance with profitability.

Placement year

Gain valuable industry experience and earn money on an optional placement year. Return to your final year with confidence, hands-on experience and contacts.

During your placement year you will complete a business project which is an assessed part of your degree and, depending on the topic you choose, could also provide a valuable piece of insight for your placement employer.

Previous placement companies include:

• American Express
• BMW
• Bosch
• Channel 4
• The Walt Disney Company
• Electronic Arts
• Hewlett Packard
• Home Office
• Honda Motor Europe
• IBM
• Stanley Black and Decker
• ITV
• lastminute.com
• Microsoft
• Rolls-Royce.

Our dedicated Placements and Employability team are here to support you in getting a placement and while you’re on placement.

Final year

During your final year, you will complete a research project. You’ll also choose option modules allowing to tailor your course to your interests and career aspirations. Depending on your module choices, you may get exemptions from CIM examinations.

Modules

Core modules

• Marketing Planning and Strategy

  In this module you will use your knowledge of marketing principles to develop a strategic marketing plan. You’ll examine the stages of developing a strategic marketing plan and consider a range of operational, tactical and strategic approaches to marketing. The module follows a similar approach to that taught by the Chartered Institute of Marketing (CIM) and should be taken by any student wishing to gain CIM exemptions after graduating.

• Marketing Management and Leadership

  This module focuses on the personal development of creative, inspirational, dynamic and innovative marketing leadership. You will develop insight into the key management considerations facing marketing managers and leaders in the modern business environment and think about the type of leader or manager you aspire to become during your career. You’ll also examine core management competencies.

Options*

• Digital Optimisation

  On this module, you will consider the strategic implications of developments in the digital environment, as well as their impact on marketing. You’ll gain the skills to integrate and optimise digital marketing as well as develop strategic responses to change.

• Innovation in Marketing

  Innovation in Marketing gives you an opportunity to explore the importance of taking a visionary approach to marketing to help organisations deal with the challenges of fast-moving marketplaces. You’ll focus on building your understanding of the relationship between marketing and entrepreneurship and the key factors needed to build and nurture innovation in the organisation.

• Small Business and Entrepreneurship

  You will develop a business idea and plan using knowledge and skills developed throughout your course during this module. Students from a range of subjects take this module, creating a multidisciplinary approach to identifying and researching a business idea and developing a realistic business plan. Part of the assessment is a Dragons’ Den style presentation of your idea to a panel of local business people.

• Sustainable Supply Chain Management (SSCM)

  Supply chain management (SCM) is the handling of the entire production flow of goods or services – from raw materials to delivering the final product to the consumer. On this module you will develop a strategic understanding of SCM in a wider business context and explore how SCM objectives have expanded to include societal and environmental implications because of, for example, depleted natural resources. You’ll learn how sustainability can be a competitive advantage and explore the role of supply chains in a circular economy.

• Customer Relationship Management and Services Marketing

  This module enables you to acquire a detailed understanding of approaches to services marketing including the integration of customer relationship management (CRM).  You will examine how the core principles of marketing are configured in a services context and how developing CRM as a core strategy enables organisations to focus on long-term customer relationships and loyalty.

• Consumer Psychology

  You will focus on the main concepts used in understanding consumer psychology and consumer behaviour in the marketplace during this module. You’ll look at how these are used in marketing to both understand consumers and create strategies to ethically influence their behaviour.

• Marketing Across Cultures

  This module examines two key challenges facing businesses today: how to identify and develop international marketing and business opportunities; and understanding the importance of cultural differences across the globe to adapt marketing strategies and tactics for business success. You will learn about new cultures in the developed and emerging world and how to develop an international marketing plan, putting your entrepreneurial, research, creative and report-writing skills in to practice.

• Responsible Enterprise

  This module sees students from subjects across the university have the opportunity to work together on responsible enterprise solutions to live client challenges. Practical projects mean that you will learn from other students and disciplines as you share problem-solving approaches, knowledge and experience.

• International Law and Socio-economic Development

  In this module you will look at the relationship between international law and development. You will get an insight into the relevant legal and socio-economic issues arising from debates on international law and development and an understanding of the role that theory, policy and practice have in international law and socio-economic development.

• Big Data and Business Intelligence

  Big data refers to data sets so complex they are difficult to process using conventional databases. They result from the increasing use of real-time computing in process and organisations such as web analytics, government, social media, security and healthcare. In this module you will explore how the growth of big data impacts on business opportunities and risks, and how business intelligence contributes to improved performance and forecasting

• Destination Marketing

  Destination marketing is vital for destinations to differentiate themselves from competitors, to develop their own distinct identity and to promote themselves as desirable and attractive places to visit. On this module you will examine traditional methods of marketing, and explore issues such as cultural representation, the branding of national and regional identities and the role of media and film in the development of perception and expectation.

• Retail Marketing and Distribution

  In this module you will learn about retail marketing and distribution through practical workshops with emphasis on real-life retail situations. You’ll study topics from historical development, current industry structure, trends and projected developments. You will combine theory and practice to produce a viable strategic report about the marketplace.

• Futurism for Marketers

  This module explores emerging and future directions in marketing thought and strategy. You will examine the idea that marketing needs reform and move beyond a ‘trends’ approach to think about a less concrete, more open and futuristic perspective on the marketing subject. You’ll also consider ‘what comes next’ in the development of the marketing concept and produce an article suitable for a business audience.

• Public Relations: Principles and Practice

  You will get the opportunity to work as a team on a public relations (PR) project during this module. You’ll develop account management and PR skills, focusing on the function of PR and its role in marketing and corporate communications. You’ll analyse and evaluate specialist PR functions and examine how a well-integrated PR strategy ensures that organisations can develop and maintain relationships with their stakeholders and audiences. 

• Researching Contemporary Issues in Marketing

  Choosing a contemporary marketing issue of interest – for example strategic marketing theory, marketing communications, cross-cultural marketing, social media marketing or consumer behaviour – you will undertake a piece of in-depth research. This will develop your analytical and critical skills and you will use the expertise and knowledge gained during your degree to produce a report. The module is based on independent study supported by a tutor.

*Option modules are indicative and may change, depending on timetabling and staff availability.

Course leader 

Liz Hawkins

Liz is the undergraduate course leader for our Marketing Management BSc(Hons) course.

She has been a lecturer at the University of Brighton since 2006.

Liz is a member of the Chartered Institute of Marketing and has an MSc in Branding and Communication, a PGCert in Teaching and Learning in Higher Education from the University of Brighton and a BA in Business Management with Marketing from the University of Derby.

Course fees

The fees listed here are for the first year of full-time study if you start your course in the academic year 2025–26.

You will pay fees for each year of your course. Some fees may increase each year.

UK undergraduate and some postgraduate fees are regulated by the UK government and increases will not be more than the maximum amount allowed. Course fees that are not regulated may increase each year by up to 5% or RPI (whichever is higher).

If you are studying part-time your fee will usually be calculated based on the number of modules that you take.

Find out more

• Brighton Boost – cost of living help for our new undergrad students. Find out about how we can help with your study, accommodation or travel costs and more...
• Fees, bursaries, scholarships and government funding info for UK and international undergraduate students
• Student finance and budgeting while studying
• Read our student contract and tuition fee policy (pdf) for more on University of Brighton tuition fees.

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