(1) 239 444 4399 BA Marketing Management (Top-up)
Edinburgh Napier University
Course Introduction
This BA top-up course is the equivalent of the final year of a full-time Bachelors degree, delivered by us straight to your screen via our online learning environment.
It provides you with the opportunity to develop and demonstrate your knowledge and understanding of marketing and related business subjects, and to develop your practical, critical and analytical skills and attributes.
Delivered fully online you will have the opportunity to make a real difference in your career with minimum disruption to your work and personal life.
Building on your previous experience and skills, you’ll develop your knowledge and understanding of marketing theory and the ability to apply this to practical situations. You’ll also establish critical, analytical, creative and reflective approaches to marketing.
The online materials have been designed to support you to study at a place and pace which suits your needs. You may complete the course in 12 months minimum, subject to your pace of study and module availability. You’ll study six modules in total, with a maximum of two modules in each trimester. Further information can be found in the indicative module delivery schedule.
Engaging in the online learning materials and participating in the online discussions will enable you to exchange knowledge with fellow participants. While you’ll manage your own learning, you’ll be provided with guidance on how best to work with the online materials and the importance of reflection in order to meet the course objectives.
In addition to the module materials, you’ll receive full support from module leaders, the programme leader, full access to our online library support, as well as being able to contact our dedicated administration team, should you have any queries. For the award of the BA Marketing Management you must successfully pass all six modules, giving a total of 120 credits. All modules are 20 credits.
The Edinburgh Napier University Business School has achieved AACSB accreditation, which places us in the top 5% of Business Schools globally.
Earn a world class BA (Top-up) for under $5,000.
|
BA Marketing Management (Online) |
||
|---|---|---|
| Trimester 1 (15 Weeks) |
Strategic Management in a Global Context (20 Credits) |
Creativity, Innovation and Enterprise (20 Credits) |
| Trimester 2 (15 Weeks) |
Brand Management (20 Credits) |
Direct and Digital Marketing (20 Credits) |
| Trimester 3 (15 Weeks) |
International Marketing (20 Credits) |
Marketing Research and Communications (20 Credits) |
Learn more about our Virtual Learning Environment here
MODULE DETAILS
MARKETING RESEARCH AND COMMUNICATIONS
In this module, you will learn about the relationships between marketing management and the functions of marketing research and communications, in the context of consumer behaviour. You’ll also be introduced to the nature, role, and function of marketing research, including the critical analysis of the scope and limitations of the practice for organisations. You’ll learn about evaluations of secondary and primary research designs and methodologies, data collection, analysis, and interpretation. In addition, you’ll be introduced to the role, nature and function of the marketing communication mix within the strategic marketing management context. You’ll learn about the marketing communications planning process, including objectives, content and context, and the selection and evaluation of elements of the marketing communications mix.
STRATEGIC MANAGEMENT IN A GLOBAL CONTEXT
This module will provide you with concepts , analytical tools, and techniques to help you understand the complexities of strategic decision-making at various levels within the organisation – business, corporate, and international levels. In addition to providing you with the concepts and frameworks to analyse and understand how organisations develop and implement their strategic choices, the module aims to apply your learning to real company situations through the use of case studies.
CREATIVITY, INNOVATION AND ENTERPRISE
Definitions of creativity, innovation and enterprise; consideration of the range of tools and techniques used in organisations to encourage creativity; characteristics of the innovative organisation, and how to create an appropriate environment for creativity; consideration of barriers to creativity and how to overcome them; the planning process of New Product/Service Development within enterprising organisations.
BRAND MANAGEMENT
The aim of the module is to further develop the student’s knowledge and understanding of brand management. Through in-depth analysis and critical evaluation of brand management theory, you will be able to fully appreciate the value of brand to organisations. The following 10 topics are covered in this module: Brands and branding; Beyond the Functionalism of a Brand; Brand Equity; Brand Positioning; Brand Extension and Secondary Associations in Branding; Branding and Consumers; Service and B2B Branding; Advertising and Digital Branding; International Branding Strategy; Brand Crisis.
DIRECT AND DIGITAL MARKETING
This module will cover the following: theory, principles, and practice of direct and digital marketing (D&DM); its impacts on marketing communications and marketing strategies and on current and evolving business models; D&DM strategy and planning, including budgeting; theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM; data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in D&DM, the digital consumer and increasing customer control, D&DM media, including direct mail, telemarketing, direct response and advertising in conventional media, web-based, mobile and broadcast digital media; customer acquisition and retention, including customer relationship management, managing and evaluating campaigns; creative practices and strategies; data quality and data protection
issues; international issues in D&DM.INTERNATIONAL MARKETING
This module allows you to develop a clear understanding of how marketing strategies are applied within the international business environment. You will initially be introduced to the concepts of the international marketing process and the environment that firms operate within. Then the focus will be on how firms develop marking strategies that are appropriate for the different markets they operate in. Finally, you will examine the implementation of activities through the marketing mix that will provide sustainable competitive advantage
DURATION
The programme is studied fully online for a minimum of one year. You will study a maximum of two modules at a time over each trimester. The maximum duration of the programme is 3 years which allows you to study at your own pace.
ASSESSMENTS
All assessments are conducted online and normally comprise multiple choice questions plus a report, essay or similar. Examinations are not used for assessment.
APPLICATIONS
Admission will be open to those who have successfully completed an Associate Degree or equivalent in a relevant area.
Some students may lack prior tertiary level qualifications however, if they can demonstrate that they have acquired 5 or more years of relevant professional experience they will be considered for direct entry to the Top-up. Applicants will need to provide a very detailed CV outlining relevant duties and responsibilities.