Recommended Study Sequence

This unit is a survey of the marketing process, introducing students to the marketing concept, strategic and marketing planning, marketing research, consumer and customer behaviour, issues of market segmentation, targeting and positioning as well as all the elements of the marketing mix (product/service, pricing, distribution and marketing communication strategies).

The development of business skills in the form of the application of information collection, analysis and evaluation, logical reasoning skills, and communication skills relevant to business and economic issues.

This unit is an introduction to economic concepts and contemporary economic issues. It introduces students to basic concepts such as markets and their operation, the behaviour of firms, the efficiency and potential failings of free markets, the role of government, key macroeconomic variables and problems such as unemployment. It illuminates these concepts via application to contemporary economic issues and debates over different theoretical perspectives. This unit also exposes students to recent developments in economics via presentations by specialist guest lecturers.

This Level 1 unit introduces the basic concepts and techniques of statistics that are particularly relevant to problem solving in business. It also provides a sound base for more advanced study in statistics and forecasting in subsequent sessions. Topics include: presentation of data; descriptive statistics; the role of uncertainty in business decision making; hypothesis testing; and basic forecasting.

Introduction to Economic Methods will cover basic concepts in Mathematics and Statistics to help their understanding of subjects like accounting, management, marketing, finance, and economics. In addition, the analytical techniques, concepts and models that will be discussed in this unit will play a foundation role in a Business degree. Topics include: Differential calculus and its application in business and economics; collection, analysis and interpretation of data using simple descriptive and inferential statistical methods; probability distributions, point and interval estimation, hypothesis testing, and an introduction to regression analysis.

A focus on the consumer is critical in marketing philosophy. Effective marketing strategies are necessarily formulated as a result of the understanding of basic consumer behaviour. This unit covers assumptions and concepts related to understanding the consumer, including but not limited to cultural and ethnic values, social class and status, personal influence, family and household influences, situational influences, consumer resources, involvement, motivation and knowledge, attitudes, individual differences in behaviour, personality, values and lifestyle, information processing, learning, influencing attitudes, diagnosis of decision process and behaviour, consumer decision-making process and need recognition, information search, alternative evaluation, purchase and its outcomes, retailing and consumer trends, market segmentation, diffusion of innovations, global consumer markets, consumerism and social responsibility.

This unit provides exposure to financial and management accounting information from a user of accounting information viewpoint. The unit aims to provide breadth of awareness and knowledge in relevant fields of accounting essential to decision making for managers.

This is an introductory law unit designed to introduce the fundamentals of law in a commercial context. The unit introduces students to the basic principles of law and the legal system as well as examining some of the major areas of law that impact on commercial dealings. This unit examines the structure of the legal system, the way law is made and legal problem solving. The main areas of law covered include contracts, torts, consumer protection and agency

This unit provides an opportunity for students to engage with the dynamics of the management of organisations. Students will be introduced to the connection between the way work and systems are organised and managed and their impact on individuals and societies. This is achieved by using case based opportunities to examine real life contexts. This is an essential unit for business students that can be taken by any student needing a broad initial understanding of management.

Marketing Research provides a comprehensive appreciation of the methods, uses and limitations of contemporary marketing research. The emphasis is on a conceptual understanding of research method rather than applied research application, which is the focus of a later unit. Students gain exposure to concepts such as research design, information collection, data processing and analysis and results communication. Students gain exposure to qualitative and quantitative techniques with an appreciation of the role of computer processing in marketing research.

Developing and managing an effective integrated marketing communications (IMC) program is a vital part of successful marketing. Moreover, IMC is a highly visible and demanding aspect of marketing communication effort at brand level. This unit, grounded in marketing principles, provides students with an understanding of coordinating major elements of the communication mix – advertising, sales promotions, personal selling, sponsorship marketing, public relations, direct marketing, and point of purchase material.

Given the service-based nature of modern economies, business graduates will either work for firms whose central offering is service or be employed by organisations that use service as an integral supporting element in what they do and what they offer. Therefore, increasingly, knowledge and skills in the field of marketing of services are required by personnel operating across various industries and in a range of roles. The unit aims to: expose students to relevant theory and practice in the field of services marketing; develop participants into more complete marketers capable of operating in service marketing environments.

This unit focuses on the role of brand and product management in the context of planning and implementing marketing strategies and is intended to develop a critical appreciation of the inherent challenges contemporary firms encounter in creating and maintaining brand equity.

This unit is about developing and managing innovative competitive marketing strategies. It crosses the traditional boundaries of marketing (as the modern marketer often does), and is therefore influenced by concepts and tools from a range of disciplines, including strategic management, entrepreneurship and marketing. The central focus is on how marketing strategy and its management can create superior and sustainable value for both customers and shareholders

Marketing internationally has become a necessity for many firms that wish to survive and grow in today's dynamic and increasingly linked world economy. Globalisation in its many forms is a powerful driver of change. ‘International Marketing’ is concerned with understanding and successfully managing the different international economic, cultural, political and legal environments as they affect the marketing activities of companies. This unit will examine the role of marketing research, international finance, overseas market entry and expansion strategies and the marketing mix in international markets. This unit provides students with a sound theoretical basis and, particularly, a practical understanding of how companies operate in international markets.

Marketing planning project (MPP) assimilates and builds on the wide range of marketing units that students have previously completed. MPP assimilates students’ specialist knowledge developed in other units through the use of a ‘real-life’ case context in which students demonstrate their mastery of marketing in the development and presentation of a professional marketing plan.

This unit encompasses introduction to B2B Marketing, differences between B2B and consumer marketing, organizational buying behaviour, B2B market segmentation, business marketing strategy, management of the 4P’s in B2B Marketing, relationship and network marketing, Supply Chain Management and CRM strategies, and evaluating the marketing efforts and making the marketing strategy work.