Wolverhampton Business School – BA (Honours) Business Management – Marketing at Podar World College, Mumbai India

BA (Honours) Business Management – Marketing

About the Course

The course is designed for students who want to embark on an in-depth study of Business and Management with the opportunity to specialise in the final year in Marketing. Entrepreneurship and reflexive thinking skills are at the heart of this general business management programme, and the course is designed to allow you to develop an awareness of modern business and marketing practice through practical activities which will equip you with an holistic understanding of how an organisation functions, and how the functional areas of a business work together with marketing to achieve organisational aims.

A practical and practice-based programme, this course will equip you with the agile, reflexive and critical thinking skills which are vital for success in modern organisations.

The course is based around four core pillars of digital business, sustainable business, innovative business and responsible business and you will explore the functional areas of business through these themes giving you an immersive experience which will result in a thorough understanding of the challenges and opportunities faced by organisations in the 21st century.

In your final year, you will specialise in marketing, exploring the discipline from a creative and strategic perspective and preparing you for a career in marketing.

Educational Aims of the Course

This exciting and innovative general business programme, with a specialism in Marketing, is designed for students who want to embark on an in-depth study of Business, Management and Marketing to develop analysis and evaluation skills that can be applied to real-world situations. Four pillars underpin this programme: innovation and enterprise, sustainability, responsibility and digital. You will explore the functional areas of business, such as management, marketing, human resources, finance and operations, through the lens of these four main themes which run throughout the programme.

Acquiring, delighting and retaining customers is a core function of all organisations and this course will enable you to explore the role of marketing in business in more depth, and allow you to develop your skills as a marketer.

Independent and transferable personal development skills are vital in business and marketing and you will have the opportunity to develop them through interactive learning activities and self-reflection to enable you to develop the professional skills required in the workplace. You will acquire core business skills through case studies, online activities and live projects, through interactions with marketers and business speakers, and through reflecting on your own practice.

The course aims to supply future managers and professionals to various business and management sectors as well as to provide key knowledge, skills and attributes that are vital to modern organisations. Potential graduate careers include advertising, public relations, marketing and market research, business strategy and operations, small business management and start-up, business analytics, digital marketing and information management.

Accrediting Body

CMI

Course Structure

LEVEL 4 (Year 1):

4BU015 The Responsible Business	30		4BU016 The Sustainable Business	30
4BE002 The Innovative Business	30		4BU017 The Digital Business	30

LEVEL 5 (Year 2):

5BU018 Customer Acquisition & Retention	30		5BU017 Operations and Project Planning	30
5MG001 The Professional Manager and Leadership	30		5FC004 Managing Finance and Accounts	30

LEVEL 6 (Year 3):

6MK013 Consumer Behaviour & The Responsible Marketer	30		6BU020 The Professional Project	30
6MK012 Marketing and Digital Strategy	30		6MK014 The Marketing Consultant	30

 

Employability in the Program

Enterprise and employability are at the heart of this practice-focused business management with marketing programme. You will engage in live projects, and problem-based learning, applying business concepts to a wide range of diverse work environments. Case studies drawn from a diverse and international range of businesses will aid understanding of the business context, while live projects will enable you to work first-hand with the challenges of a business. The ability to work on these live projects will also hone your team-working, networking and consultancy skills, while opportunities for virtual placements will enable you to get valuable first-hand experience.
Critical business skills are embedded in the programme from the beginning and you will engage in a number of activities aimed at developing the personal and professional skills required in modern organisations. The course culminates in a Professional Project in which you will bring together all the skills you have acquired throughout your studies to create a business artefact relevant to a modern business environment. This will not only enable you to consolidate your employability skills, but also to demonstrate them to potential employers.
Students will be encouraged to reflect on the abilities and skills acquired and to consider them in the context of a business.

About the Modules/ Units you Study

4BE002: Innovative Business

Credits: 30

Module Description: This module will explore what it takes for a business to be innovative; as
you will be introduced to various theoretical views and opinions in the areas of creativity, innovation and enterprise. Those who study this module will be challenged to consider where, how and why ideas are generated; how ideas are implemented; and who and what type of people/teams develop new ideas.

Module Content: This module explores the links between creativity, innovation and enterprise. The module analyses the nature of the creative thinking process as a means of solving problems and producing creative solutions. It then charts the journey from concept to reality, how organisations develop new products services and processes. It examines how organisations manage and protect their innovations.

4BU015 Responsible Business

Credits: 30

Module Description: This module will introduce students to responsible business practices
with an emphasis on professional, moral and personal responsibility. This module will encourage the development of personal and professional development skills and self-reflection as a personal development tool.

Module Content: This module helps in exploring the various topics- Professional responsibility: Responsible marketing, Legal responsibility; regulation and legislation
Fiscal responsibility; Stakeholder responsibility; Responsible supply chain; Moral responsibility: CSR Ethics People management; EDI and wellbeing Environmental responsibility – Personal Responsibility: Recognition of own legal responsibilities Being a good corporate and global citizen Managing your own personal reputation Personal efficacy
Personal development

4BU016 Sustainable Business

Module Description: As awareness of climate change, resource scarcity, environmental
impact and social inequality rises, businesses are being held increasingly to account by consumers, governments and stakeholders. This module will introduce students to concepts of sustainability within a range of Business contexts.

Module Content: To understand Challenges and opportunities Global trends and principles of sustainable business. The external impact on sustainable Business practices -People: Sustainable HRM Sustainable; Supply Chain Management Sustainable marketing & Business practices and systems on the achievement of sustainability -Planet: Global environmental and resource constraints International policy; Social Enterprise Government policy and Sustainable Business; Technology -Profit: Economic sustainability, Sustainable business strategies; Funding streams for sustainability Sustainable enterprise.

4BU017 Digital Business

Credits: 30

Module Description: The module is sectioned into two parts. The first part of the module aims
to provide students with a practical understanding of the digital business, the need for digital transformation to support innovation and to continue to have a competitive advantage in the marketplace. The various digital business models are explored along with the importance of digital capability. The second part of the module introduces students to the information systems that support todays digital business. A range of information systems are examined including those that support the operations of the digital business, through to its sales and marketing functions. The importance big data and business intelligence are introduced before examining how today’s digital business can apply business intelligence to develop new products and services long with improvements in efficiency and its business processes.

Module Content: Examining The Digital Business Innovation and Competitive Advantage ; Digital Transformation; Digital Business Models Digital Capability in the Workforce; Digital
Capability in the Organisation; Information Systems; Enterprise Systems; Information Systems; Management Big Data for the Digital Business; Introduction to Business Intelligence; The Application of Business Intelligence

5BU017 Operations and Project Planning

Credits: 30

Module Description: This module will explore operations and supply chain management, as well as the fundamentals of project management. The module aims at giving students the skills required to analyse contemporary issues facing business operations and supply chain. It also exposes students to the understanding of how businesses mitigate these issues to deliver goods and services of the quality and of the right quantity in order to satisfy customers’ need while adopting lean business approaches. The module also equips students with the skills of team working and communication in a project environment. Students will be able to define, plan and control projects through their life cycle, while balancing competing performance objectives and managing competing stakeholder requirements. Detailed study of management tools such as critical path analysis and PERT will be undertaken.

Module Content: The module aims to provide students with both theoretical and practical understanding of the relevance of operations management to today’s organizational strategy and performance and how they fit synchronously with other managerial functions. Key aspect of operations management involving the scoping, planning, and directing and controlling of processes will be taught and applied to organisations in different sectors. Students will also be exposed to the challenges faces by modern day operations managers and the future prospects for operations management. The module introduces students to project management techniques in contemporary business environment. Students will learn
the basics of project management, which involves how to achieve specified outcomes with limited resources while limited by critical time constraints. Students will be exposed to the problems of selecting, initiating, controlling, and monitoring projects using relevant project management tools and techniques.

5BU018 Customer Acquisition & Retention

Credits: 30

Module Description: This module explores the customer journey from prospect or enquiry to
loyal customer or advocate. In this module, students will learn about the marketing strategies and tactics involved in attracting new customers and keeping them. Research suggests it can cost between 5 and 10 times as much to acquire a new customer as it does to retain an existing customer, with the commonly quoted average being 7 times more expensive to acquire a new customer. So why do so many companies spend more time chasing new customers than keeping existing ones? This is the paradox of customer retention and acquisition. This module will enable students to understand the role of customer acquisition and retention in designing contemporary marketing strategies for organisations. Students will gain practical experience of planning marketing campaigns designed to attract, win and retain customers.

Module Content: Customer Acquisition Customer analysis and evaluation; stakeholder
mapping 4Ps of marketing: Price Place Product Promotion Customer acquisition strategies: – integrated marketing communications employee engagement / communication Cost of customer acquisition (COCA); Customer Retention customer loyalty schemes customer satisfaction; and feedback customer complaints and negative feedback customer endorsement, testimonials and advocacy customer transaction intelligence and information systems; forecasting techniques for customer retention the impact of social media on customer decisions the role of branding in customer loyalty and retention up-selling, crossselling, increasing the average order by value and profit customer lifetime profitability CRM, eCRM and socialCRM analysis and pro-active marketing; XCRM Extended Relationship Management Planning; Campaigns Planning and managing acquisition and retention marketing campaigns; How to write a plan

5FC004 Managing Finance and Accounts

Credits: 30

Module Description: The aim of this module is to provide an introduction of a range of financial and accounting skills to the business students, which will help their understanding and managerial decision making skills. Learners will evaluate the organisation’ financial statements, identify the principles for setting and managing budgets and understand finance within the organisation. This module has been designed to enhance the learner’s confidence and credibility in financial management, which will translate into improved management skills

Module Content: Managing Budget · Setting Budget · Budgetary control Financial
Reporting and Analysis · Company Accounts · Assessing Company’s performance Finance · Debt and Equity: Sources of finance · SME financing and challenges to access finance by small businesses.

5MG001 The Professional Manager and Leadership

Credits: 30

Module Description: The aim of this module is to develop students’ understanding of management and leadership principles, and to explore the influence various leadership and management approaches have on key Human Resource Management functions, including Change Management. Through the study of emerging leadership concepts, such as super leadership, students will develop an appreciation for the development of self as a method to support others in their development. Reflective practice underpins the module to support students in assessing their own approach to learning and development.

Module Content: Management & Leadership outlined Motivation & Reward Conflict Stress management Managing Groups and Teams Power and Influence Recruitment and Talent planning Managing performance through L&D CPD and lifelong learning Apply PDP Equality & Diversity Change Management and culture Understand the value of reflective practice to inform personal and professional development Importance of development of own skills.

6MK012 Marketing and Digital Strategy

Credits: 30

Module Description: Marketing and Digital Strategy explores the complexities of a strategic marketing approach that every organisation needs to employ to develop and sustain competitive advantage. A critical appreciation of the external and internal elements that influence strategic decisions and how organisations create and sustain competitive advantage. The module expands the knowledge and understanding of traditional and digital marketing. A critical understanding of the strategic positioning of products and brands offline vs online. It will also assess the role of marketing from a strategic perspective.

Module Content: This module will explore Marketing and Digital Strategy, giving you the opportunity to apply what you have learned to a real life business case study. Experiential learning will give you the opportunity to test theories and understand how key models and frameworks can be used to inform strategy. You will explore contemporary issues and challenges which exist in the marketing and digital field, as well as current trends in consumer markets which influence modern day marketing practice.

6MK013 Consumer Behaviour and Communications

Credits: 30

Module Description: This Module will address a range of issues and concepts involved in integrated marketing communications; as well as key issues of consumer behaviour. The module offers an insight into how consumers buy and experience products and services and id fundamental in developing effective marketing and communication strategies. Students build a sound theoretical and practical understanding of formulation of brand management, promotional strategy and management of marketing communication processes.

Module Content: Fundamentals of Consumer behaviour models; Consumer behaviour- social group and individual aspects; ethical issues in consumer experiential consumption; profiling and concept of segmentation of individual consumer behaviour; motives and values of customers- consumer responses to marketing action, perception, learning attitudes, post purchase dissonance, consumer demographics and psychographics. Consumer Behaviour- Social and Individual – tribal and group buying influences, Promotional Mix, Digital and Media market planning; Developing Communications Plan.

6MK014: The Marketing Consultant

Credits: 30

Module Description: This module will examine the role of social media, search engine and freelance marketing in targeting and communications. The module will also examine the strategic and practical application of social media and freelance platforms, with particular focus on competitor analysis. Students will gain exposure to digital marketing tools, and develop capabilities in Search Engine Optimisation (SEO), Keyword Research, Search Engine Marketing (SEM) and Content Marketing. Students on this module will benefit from guest speakers who will share their knowledge and experience in the field of social media and freelance marketing.

Module Content: 1- Introduction to Search, Social Media and Freelance Marketing 2- Search Engine Optimisation (SEO) 4- On-page, Off-page SEO and Technical SEO 5- Paid Advertisement 6- Digital Marketing Analytics 7- Buyer persona 8- Competitor research & analysis 9- Keyword research and analysis 10- Content marketing

6BU020 The Professional Project

Credits: 30

Module Description: The Professional Project capstone module is an independent study unit.
Students will be able to draw together learning form their previous subjects, focusing on their key strengths, in the production of a business artefact. Alongside the artefact students will develop a written critical reflection, which is designed elucidate their rational for choice of artefact and reflect on the process of its production and dissemination.

Module Content: Independent Learning – development of a business artefact; Reflective thinking and writing.

*Please Note The University reviews and changes curriculum to provide the best learning experience