Teaching & Learning
The tabs below detail what and how you will study in each year of your course. The balance of assessments and overall workload will be informed by your core modules and the option modules you choose to study; the information provided is an indication of what you can expect and may be subject to change. The option modules listed are also an indication of what will be available to you. Their availability is subject to demand and you will be advised which option modules you can choose at the beginning of each year of study.
What you'll learn
Study the tools and techniques available to marketers within the `P' (promotional) section of the marketing mix. You will focus on marketing communications and how different organisations use communications tools in an increasingly complex and dynamic marketing environment. You will study the key theoretical concepts for primary and supporting media communications across a wide variety of tactics.
Gain a detailed insight into the marketing and explore a variety of concepts, models and theories in the context of professional marketing in practice.
Consider the issues and practices associated with the collection, processing and storage of marketing data to produce information based on which effective decisions can be made.
Gain a detailed insight into the world of marketing. Explore a variety of marketing concepts, models and theories and relate them to the profession.
Explore the crucial area of digital marketing. You will study how digital media has historically been used in marketing and understand a variety of concepts, models and theories including web and app paradigms, search engine marketing and digital advertising.
Put your learning into practice by exploring the key stages of a marketing project. You will identify the target audience, gather research, look at how to deliver customer expectations, explore alternative approaches and reflect on your success.
What you'll learn
Study the psychological and sociological foundations on which consumer behaviour is based. You'll identify and analyse key influences such as that of the brand and social media platforms and networks. This module will enable you to explore the customer journey – both online and offline. You'll understand how to use the tools required to construct the online and offline journeys.
Gain an understanding of the marketing research process and further develop knowledge and skills in planning and implementing marketing research projects.
Gain an in-depth appreciation of the integrated marketing communications planning framework and its relevance in developing and delivering contemporary marketing communications campaigns across a range of industry sectors.
Understand the complexities of the contemporary marketplace and learn how to make effective marketing decisions and provide value for customers and organisations. You will explore the underlying theoretical perspectives of marketing management across a range of business contexts, and use various tools for the development and management of marketing activities.
Develop a broad understanding of the major concepts and principles of advertising within integrated marketing communications and the development of an advertising campaign.
Option modules may include
Examine and evaluate the role of marketing within an entrepreneurial setting. You'll explore the contribution marketing makes to the achievement of entrepreneurial goals, and the development and implementation of entrepreneurial marketing actions.
Retailers need to stand out from the competition in a very crowded marketplace. One way of achieving this is through effective visual merchandising. You'll examine the techniques and strategies retailers employ to merchandise their products to attract customers. These include; window display techniques, space management, store design and layout, point of sale and product arrangement. As well as studying the theory behind visual merchandising, you'll be given the opportunity to practice visual merchandising in a retail store environment and to investigate the career opportunities available in this sector. This module will enable you to understand how an effective visual merchandising strategy is crucial for creating market differentiation.
What you'll learn
Study a variety of topics in order to understand the concepts, theories, methods, tools and techniques used to develop creative and innovative approaches to organisations, people, processes, products and environments.
Understand how advertising decisions are made at a strategic level and the importance of strategic advertising planning in marketing communications.
Develop a critical understanding of the key aspects of media planning and the marketing environment to be able to identify and successfully respond to a range of challenges and opportunities.
This module will cover areas such as the role marketing strategy plays within corporate strategy, how to develop sustainable marketing plans and the marketing planning framework.
Option modules may include
Understand branding, consumer relationships with brands and the brand management process in a dynamic, highly competitive and global operating environment.
Develop your understanding of and ability to appraise the impact that the digital environment has on organisations. This will include the impact it has on their operations and the knowledge and skills required to optimise digital marketing performance. You'll consider the requirements and behaviour of key stakeholder groups in the context of digital marketing strategy and tactics to support customer-centric optimisation.
Apply for a placement and undertake a period of paid employment to gain experience of the working environment, make professional contacts and build your understanding of the jobs and career market.
This module will enable you to study a variety of topics within digital strategy such as digital disruption, situation analysis, strategic decision-making and implementation planning.
Reconsider the broader context of digital and reinforce the link between strategy and tactics. You'll develop insight and understanding into the current and potential future actions of organisations as they respond to marketplace disruption or disruption by design.
Learn to understand, explain and critically evaluate the role of marketing and communications in the arts and cultural industries.
This double module is the culmination of your degree studies and will involve a major piece of independent research. You'll have the option of undertaking academic research in the form of a dissertation or applied research in the form of a practical research project.
This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.
Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.