Marketing BA (Hons)

This unit will provide a comprehensive foundation in marketing theory and practice, covering essential concepts, current industry trends, key theories such as PESTLE, AIDA, and Porter’s Five Forces, and strategic positioning models. Practical, interactive sessions focus on gathering diverse research sources and applying primary and secondary research methods, enabling students to analyse market trends, shape informed marketing strategies and make data-driven decisions. Insights into professional practices are provided through industry guest lectures, while individual tutorials offer personalised feedback on progress. Writing workshops, discussions, and pitching exercises will strengthen your critical analysis, verbal communication, and reflective skills, while goal setting and time-management strategies will prepare you for success in your future marketing career.
(40 credits)

Understanding the importance of research and how evidence can be used to formulate an argument and give weight to your ideas is central to your degree course. This unit introduces essential market analysis techniques, including competitor analysis, brand positioning, SWOT, market trends, forecasting, and target market identification. You will be introduced to the utilisation of data analytics, collecting, analysing, and interpreting data to inform marketing strategies and decision-making. Through lectures, workshops, and seminars, you’ll explore critical industry topics—such as ethics, diversity, and societal impact—while gaining skills in brand identity and awareness within the marketing landscape. Career-focused sessions include industry guest lectures that provide real-world insights and employability workshops to assess personal skills, set goals, and plan career trajectories.
(40 units)

In this unit, you will explore some key contemporary marketing concepts. You will be introduced to key Integrated Marketing Communication (IMC) channels, both digital and physical, including advertising, public relations, direct marketing, social media, content marketing, and events. You’ll learn to target audiences effectively by leveraging consumer behaviour insights, buyer demographics, and cultural trends. Lectures and industry guest speakers provide insights into the latest issues and debates shaping the marketing industry, emphasising how to integrate diverse marketing channels to ensure consistent brand messaging across all touchpoints. You’ll develop skills in data gathering, conducting focus groups, and using questionnaires to understand consumer behaviour, with an emphasis on ethical practices and responsible marketing.
(40 units)

The first week of each academic year is called Wayfinding week. It’s an opportunity get your bearings, establish new connections and, after your first year at Norwich, re-establish old ones. Your course team will talk you through the year ahead and explain the expectations for the year. We’ll help you navigate new encounters and identify areas to focus on as you progress through your course.

An important element of Wayfinding Week is taking part in our annual ‘Make it Manifest(o)’ project. Your course team will introduce the project in which we’ll ask you to consider your hopes and vision of the year ahead at Norwich and work with students in other year groups to bring your ideas to life. The project culminates in a celebratory display of work across the campus.  The project will help you to develop your critical creativity through different approaches, concepts, and mediums. You’ll encounter diverse perspectives and build friendships and networks within our university community.

Interchange weeks are opportunities to step away from your disciplinary studies and engage in projects, workshops, visits and talks that extend your knowledge and understanding of the world. Whether you learn a new skill or take part in a global challenge project with students from other courses, you will come away with new insights to take back to your course. Interchange is part of the schedule for all Norwich students with sessions held across and beyond the campus led by university staff, visiting lecturers and students.

This unit provides a comprehensive exploration of more advanced principles and concepts within Marketing. You will dig deeper into consumers and content and deliver creative communication solutions. You will develop your knowledge in digital marketing, covering essential areas like Search Engine Optimisation (SEO), Content Marketing, Social Media, Email Marketing, and Affiliate & Influencer Marketing. Lectures will introduce core theories and concepts in digital marketing, exploring the current landscape, digital innovation, social media strategies, content creation, and emerging technologies, including AI. Workshops will emphasise strategic planning, idea generation, content development, and project management to build the practical skills that employers are looking for.
(40 credits)

This unit explores strategic marketing for international markets, focusing on key influences such as cultural and economic conditions, legal frameworks, political and social environments, and technological infrastructures. Lectures and seminars emphasise sustainable and ethical practices, enhancing industry awareness and communication methods tailored to diverse global audiences. Through group discussions, students engage in debates on sustainability in marketing, exploring how to apply these approaches to their own projects. Career development sessions introduce industry leaders and explore professional roles, teamwork principles, and effective presentation standards for professional reporting, helping students recognise and harness their strengths in collaborative settings.
40 credits

This unit focuses on the importance and value of collaboration in marketing. You will explore in-depth event planning and management, covering essential areas such as market analysis, audience targeting, budget planning, marketing strategy, and operations logistics. You’ll learn to document event processes, analyse marketing methods, review budgets and logistics, and evaluate event success. Creative workshops focus on idea generation, decision-making, and planning techniques, while lectures and seminars cover key project management responsibilities, including effective time management in collaborative settings. Our Career and Personal Development sessions emphasise building professional networks and preparing for internships or placements. Workshops in presenting and pitching will enhance your ability to create impactful digital presentations, while team dynamics sessions help build collaborative skills for effective teamwork.
40 credits

The first week of each academic year is called Wayfinding week. It’s an opportunity get your bearings, establish new connections and, after your first year at Norwich, re-establish old ones. Your course team will talk you through the year ahead and explain the expectations for the year. We’ll help you navigate new encounters and identify areas to focus on as you progress through your course.

An important element of Wayfinding Week is taking part in our annual ‘Make it Manifest(o)’ project. Your course team will introduce the project in which we’ll ask you to consider your hopes and vision of the year ahead at Norwich and work with students in other year groups to bring your ideas to life. The project culminates in a celebratory display of work across the campus.  The project will help you to develop your critical creativity through different approaches, concepts, and mediums. You’ll encounter diverse perspectives and build friendships and networks within our university community.

Interchange weeks are opportunities to step away from your disciplinary studies and engage in projects, workshops, visits and talks that extend your knowledge and understanding of the world. Whether you learn a new skill or take part in a global challenge project with students from other courses, you will come away with new insights to take back to your course. Interchange is part of the schedule for all Norwich students with sessions held across and beyond the campus led by university staff, visiting lecturers and students.

This is the first of three units that make up your final year of undergraduate study. This unit focuses on your career development, guiding students in setting personal career goals, creating action plans, and building resilience and adaptability. Lectures, seminars, and workshops cover crucial career preparation skills, including interview techniques, networking strategies, and self-promotion. Insights into marketing roles, career paths, and professional organisations are provided through guest lectures, networking workshops, and industry case studies, addressing emerging industry trends and challenges. You’ll analyse case studies, explore company cultures, and examine market insights. Careers and Personal Development sessions deepen your understanding of the marketing landscape, exploring job roles, business startups, and post-graduate opportunities. Additional sessions cover branding, personal logo design, self-promotion, website creation, and service pricing, preparing you to navigate the marketing industry with confidence and professionalism.
(40 credits)

This unit examines sustainable and ethical practices in marketing, encouraging students to apply these principles to their projects. Through lectures and group discussions, students will explore marketing theories, contextual analysis, and industry trends via reports, guest lectures, and case studies. Workshops focus on gathering and analysing secondary information, utilising resources like libraries and industry platforms, and addressing project planning and time management. Lectures on research proposals will guide students in structuring professional documents with clear objectives, literature reviews, methodologies, and proper referencing, laying a strong foundation for conducting and communicating impactful marketing research.
(40 credits)

This is the third and final unit which completes your final year of undergraduate study. The unit is a culmination of your study at degree level and builds on everything you’ve learnt so far and provides a comprehensive understanding of effective marketing campaign strategies, covering essential components such as campaign objectives, market research, target audiences, messaging, and positioning. You will undertake a purposeful, individual, in-depth study of a relevant topic, developing your independent learning, critical thinking and knowledge of relevant research techniques. The project will develop your ability to manage a major piece of work for which you will be wholly responsible and will be completed over several months. You will learn to utilise and improve your time management and communication skills and test your initiative and resourcefulness. By the end of the unit, you should feel well equipped to apply what you have learned in a professional context and have a clear trajectory towards launching your professional career as a graduate of Norwich.

(40 credits)

The first week of each academic year is called Wayfinding week. It’s an opportunity get your bearings, establish new connections and, after your first year at Norwich, re-establish old ones. Your course team will talk you through the year ahead and explain the expectations for the year. We’ll help you navigate new encounters and identify areas to focus on as you progress through your course.

An important element of Wayfinding Week is taking part in our annual ‘Make it Manifest(o)’ project. Your course team will introduce the project in which we’ll ask you to consider your hopes and vision of the year ahead at Norwich and work with students in other year groups to bring your ideas to life. The project culminates in a celebratory display of work across the campus.  The project will help you to develop your critical creativity through different approaches, concepts, and mediums. You’ll encounter diverse perspectives and build friendships and networks within our university community.

Interchange weeks are opportunities to step away from your disciplinary studies and engage in projects, workshops, visits and talks that extend your knowledge and understanding of the world. Whether you learn a new skill or take part in a global challenge project with students from other courses, you will come away with new insights to take back to your course. Interchange is part of the schedule for all Norwich students with sessions held across and beyond the campus led by university staff, visiting lecturers and students.