This module is a launchpad into modern marketing where you’ll explore how to decode consumer behaviour and engineer a cohesive marketing mix. You’ll examine how shifting external environments and competitive landscapes shape strategic decisions, while mastering the fundamentals of strategic planning and brand communication. Driven by collaborative, discussion-based sessions, the curriculum emphasises shared learning while sharpening vital professional competencies in critical research, data analysis, and high-impact communication. 

This module introduces you to the core principles and practices of modern advertising, exploring its powerful impact on businesses, consumers, and global culture. You will examine both traditional and digital marketing channels, developing a foundational understanding of promotional tools and how to deploy them strategically. You will engage with the concept of personal branding, learning how to present yourself effectively to accelerate your own career development within the industry. 

This module introduces you to the rapidly evolving landscape of digital communications and modern marketing practices. You will explore fundamental digital channels and examine how to integrate them seamlessly to build persuasive, high-impact marketing campaigns. With a particular emphasis on the critical role of social media, you will learn how to leverage these platforms within a broader digital ecosystem to connect with audiences and drive real engagement. 

In the final block of your first year, you will study both of the following modules.

Social Responsibility in Action

This module examines the relationship between organisations, society, and sustainability exploring how environmental, social, ethical, and regulatory contexts shape modern professional practice. You will engage with key concepts like sustainable consumption and responsible business activity, learning how to balance commercial objectives with social and environmental responsibility. You will discover how sustainability drives marketing and communications in practice, mastering how organisations can promote positive social impact, influence stakeholder behaviour, and confidently navigate complex ethical challenges in a global marketplace. 

Professional Learning

This module is designed to support you in their personal and professional development, with a focus on confidence building and skill development essential for academic and workplace success. While participating in activities that foster community and belonging, you’ll build demonstrable skills highly valued by employers. You’ll be encouraged to explore opportunities to gain experience beyond the classroom and best practice when networking. By utilising industry-recognised development tools used by global employers, this module equips you with the tools and insight to navigate both academia and the early stages of your career journey.  

This module offers a comprehensive overview of digital marketing, tracing its evolution from Web 1.0 to Web 2.0 and exploring how emerging technologies, such as AI, are shaping the future of the sector. You will master the critical role of data, research, and analytics, learning how to practically apply these insights to optimise campaign performance. You will explore major digital channels including websites, email and paid media while developing and applying your own hands-on digital marketing skills in practice. 

This module examines how organisations engage audiences, build lasting relationships, and achieve strategic objectives. In this module, you will explore how to seamlessly coordinate a diverse range of communication tools, including advertising, digital media, public relations, influencer marketing, and content strategies. With emphasis on the importance of consistency across channels, you will learn to create brand messages and customer experiences. Finally, you will apply your skills by designing and evaluating an integrated marketing communication strategy to solve a real-life business need.

In Block 3 of your second year, you will choose a specialist module from one of the below.

Consumer Behaviour & Insight

This module provides a comprehensive exploration of consumer behaviour in both traditional and digital contexts, giving you an understanding of the psychological, social, cultural, environmental, and technological factors that drive choice. You will engage with key behavioural theories and learn how to harness data to generate actionable consumer insights by identifying patterns and trends that directly inform business strategies. You will discover how to predict and influence consumer decision-making while considering the ethical, cultural, and emerging trends shaping today's global marketplace.

Brand Management & Impact

This module provides an exploration of modern brand management, blending creative and strategic processes to teach you how to build, position, and manage powerful brands. You will explore visual identity, design, and iconography, alongside core frameworks for brand equity, architecture, and value creation across consumer, cultural, and digital contexts. This module emphasises analytical and creative thinking, challenging you to navigate contemporary branding complexities such as digital transformation, data analytics, sustainability, and ethical considerations within a dynamic global environment.

In Block 4 of your second year, you will choose two specialist modules from the below.

Public Relations

This module explores roles of Public Relations within the contemporary communications environment, offering both in-house and agency perspectives. You will dive into fundamental PR theories and strategies, including media relations, crisis communications, reputation management, and stakeholder engagement. You will learn to pitch ideas, craft compelling messages, identify news angles, and negotiate with stakeholders across multiple channels, equipping you to confidently navigate and influence the modern media landscape.

Content Marketing & Creation

This module focuses on building meaningful, long-term relationships between organisations and their audiences through strategic communication and storytelling. You will explore how to craft targeted, creative content to engage consumers across digital and direct channels, including email, social media, content platforms, and marketing automation systems. Through real-world cases, you will learn how to capture attention, build authentic brand connections, and strategically guide audiences through every stage of the customer journey.

Professional Identity and Career Direction

This module supports your transition from university into professional and graduate employment by developing your career readiness and professional confidence. You will explore how modern workplaces operate and acquire the knowledge, skills, and behaviours needed succeed in the recruitment processes. Through industry engagement and reflective learning, you will learn to articulate your unique strengths and confidently navigate workplace environments while establishing an ethical, socially responsible professional identity.

This module explores how organisations collect, manage, and analyse data to generate actionable insights that drive strategic and operational marketing decisions. You will develop a solid understanding of data collection, preparation processes, data governance, and ethical considerations. You will critically evaluate analytical approaches to interpret marketing data and learn how to leverage analytics to enhance evidence-based strategies and improve organisational decision-making.

This module explores the strategic role of social media and influencer marketing within modern digital environments, examining how mobile technologies transform consumer behaviour and culture. You will develop an understanding of how brands leverage paid media and influencer partnerships to reach and engage targeted audiences across diverse platforms. You will learn to align creative content with specific platform expectations while mastering how to research, identify, and negotiate with relevant influencers to launch effective, high-impact campaigns.

In Blocks 3 and 4 of your final year, you will choose a specialist module from one of the below alongside completing either a Brand Portfolio OR a dissertation

Advertising & Campaign Planning

This highly applied, practice-focused module puts you in the role of an advertising executive working on real-world briefs from prestigious competitions like the D&AD New Blood Awards. You will analyse recent campaigns from major, recognisable brands and develop strategic ideas that align with their current identity. You will produce and defend a comprehensive campaign plan, refining your skills in strategic decision-making and creative problem solving.

Contemporary Issues in Advertising & Digital Marketing

This module examines how current social, technological, political, economic, and environmental trends shape modern advertising and digital marketing practice. You will explore critical themes such as sustainability, equality and inclusivity, as well as brand purpose, analysing how major brands authentically respond to real-world challenges in a rapidly evolving digital landscape. By evaluating breaking news and cultural shifts, you will develop the ability to apply critical insights to live marketing strategies and engage effectively with today's conscious audiences.

Brand Portfolio

This practical, industry-focused module offers an alternative to the traditional dissertation, giving you the opportunity to create, develop, and launch a new brand concept from the ground up. You will conduct primary and secondary market research, apply advanced brand-building theory, and transform your insights into tangible, real-world creative strategies. Replicating agency-standard practices, this module gives you the opportunity to apply everything you have learned throughout your degree and deliver a professionally presented, market-ready project that serves as a powerful centrepiece for your future graduate employer portfolio. 

Dissertation

This module gives you the opportunity to conduct independent academic research on a marketing topic that excites you personally. Whether its expanding on a previous module, exploring a placement insight, or investigating a new trend. You will design and execute a primary research project with the guidance of lectures, seminars, and an assigned academic supervisor. Building on your foundational knowledge of consumer behaviour and research methods, you will set your own goals and demonstrate your ability to apply rigorous academic theory to real-world marketing challenges.