BA (Hons)

Business
Management
(Marketing)
UNDERGRADUATE BLENDED ONLINE
TABLE OF CONTENTS

Arden University has three

COURSE CONTENT OVERVIEW 4
decades of experience providing
COURSE DETAILS AND ENTRY REQUIREMENTS 5 higher education, and we’ve
helped more than 50,000
ABOUT BLENDED LEARNING 6
students globally gain the
ABOUT ONLINE LEARNING 7 qualifications they need to
succeed. We have a 95% student
COURSE MODULE DETAILS 8
satisfaction rating, and 9 out
MEET OUR HEAD OF SCHOOL 18 of 10 Arden students believe
studying with us has helped
WHY STUDY WITH ARDEN UNIVERSITY? 19
them transform their careers.*
*Arden University 2021 graduate survey
 COURSE CONTENT OVERVIEW PG 4

The BA (Hons) Business Management

Course at a glance
(Marketing) will provide you with the
BA (Hons) skills and digital know-how to become • Understand the most important

Business a successful marketing professional.

The course has been launched with
concepts in marketing and
business management
Management input from leading organisations and
• Apply traditional and digital marketing
(Marketing) researchers, meaning you’ll be introduced
to the most relevant advancements in
knowledge to real-world applications

the contemporary marketing world, all • Develop the requisite skills and
UNDERGRADUATE BLENDED ONLINE while developing the robust knowledge technologies to be successful
sought by today’s employers. in contemporary business and
marketing environments
Arden University’s Faculty of Business
partners with the Business Graduates • Evaluate marketing concepts from
Association. This course is also accredited a range of perspectives and within
the Chartered Institute of Marketing diverse contexts
and the Digital Marketing Institute.

You can visit the Arden

University website page
for this course here.
COURSE DETAILS AND ENTRY REQUIREMENTS PG 5

Key facts Entry requirements Career Progression

Location: Blended, online
Two subjects at GCE A-Level or equivalent, • Brand Manager
Start dates: Every 3 months
plus passes at grade C or above in three
Full time: 3 years • Campaign Manager
subjects at GCSE level or equivalent.
Part time: 3 years+
If you don’t currently hold the above • Communications Manager
qualifications, we also offer this course
Contact us • Sales and Marketing
with an additional foundation year, which
Manager
If you’d like to get in touch to find is designed for students who need extra
out more about studying this support when starting their degree course. • Product Manager
course, please use the following:
IELTS 6.0 (no less than 5.5 in any • Public Relations Manager
UK enquiries: element); or TOEFL iBT 80; or equivalent.
Call 0800 268 7737 Alternatively, evidence you have previously
Email [email protected] studied in English, such as a letter to
show that the Medium of Instruction
International online learning: was in English can be accepted.
Call +44 20 300 56070
Email [email protected] We also offer an internal English test for If you’d like to get your
applicants who are unable to provide the application started,
Berlin blended learning: above evidence of English proficiency. please click here.
Call +49 30 235901000 More information can be found here.
Email [email protected]
.
ABOUT BLENDED LEARNING PG 6

Blended learning Your face-to–face classes will be scheduled Study centre locations
on either two mornings (9.00am to 1.00pm),
Blended learning with Arden University
two afternoons (1.30pm to 5.30pm), or two This course is available as a
brings you the best of both worlds: a flexible
evenings (two nights on campus 5:30- full-time blended learning
mix of face-to-face teaching at our study
9:30pm) during teaching weeks. You’ll be degree at our study centre
centre in Berlin, Germany, combined with
able to opt for your preferred time when you in Berlin, Germany.
independent online learning that you can
apply and, we’ll do our best to accommodate
take part in whenever and wherever works
your preferred schedule subject to student
best with your existing commitments. You can learn more about
intake numbers for your course.
studying with Arden
When you study via blended learning,
University in Berlin here.
each of your course modules is completed You can find out more about blended
over a six week period. Each week of study learning with Arden University here.
will require a minimum of 33.5 hours
of participation, which comprises:

• 8 hours of timetabled face-to-face

teaching each week based in one
of our study centres

• A minimum 25.5 hours of Meet some of our

independent online learning blended learning
students here.
ABOUT ONLINE LEARNING PG 7

Online learning Studying online doesn’t mean studying Online learning key benefits
alone. As well as receiving regular feedback
Studying this course online gives you • Study anywhere worldwide
and guidance from your course tutor, you’ll
a lot of flexibility and convenience. You
be studying with likeminded students • Plan your own schedule
can enrol with us from anywhere in the
and you’ll have access to community
world and study your degree from the • Benefit from reduced costs
message boards to discuss your course
comfort of home, without the requirement
and the topics being raised within it. • Study around work
to attend classes in a physical location.
and family life
We’ve even set up community boards
You’ll study the course through ilearn,
embedded into each of the course
our university campus in the cloud. ilearn
modules so you can have discussions
provides you with an integrated online
with your tutor and classmates on the
learning experience, including your virtual
topics you’re currently learning.
classroom, lecture hall, and online library of
more than half a million books and journals You can find out more about online
– yours for free while you study with us. learning with Arden University here.

Discover why so many

students choose online
learning with Arden here.
COURSE MODULE DETAILS PG 8

Your studies will provide you Using our business simulation

with a thorough understanding of software, you’ll be able to access a
marketing functions, operations, virtual business and run it as your own
and cutting edge technologies. enterprise – managing activities such
Through the use of research, as marketing, sales, finances, people,
data analysis techniques, and product development, operations,
academic and industry-based and supply chain. This will give you
texts, you will develop your the chance to put your knowledge to
expertise in contemporary practice and make critical business
marketing, management, and decisions within a safe environment.
business functions, helping you
Please see the following pages for a
become a skilled and informed
detailed overview of each course module.
marketing professional.
COURSE MODULE DETAILS PG 9

Level 4
Digital Skills & Professional Development (20 credits) Contemporary Business Environment (20 credits)

This core module will explore contemporary business automation This module draws upon a range of business disciplines to
technology and develop your digital literacy skills. The versatility give you a better understanding of organisations and their
and flexibility this brings is particularly relevant now due to the management in today’s dynamic business environment. Here you
challenges posed by the COVID-19 pandemic. You will also be will be encouraged to apply your critical thinking and analytical
given the opportunity to learn fundamental professional “soft” skills to real-world business applications in strategy, ethical
skills to satisfy current and future organisational requirements, behaviour, social responsibility, and sustainability. You will also
including critical thinking, negotiation, communication, and team gain insights into key competencies and technologies necessary
building skills. At the end of the module you should be able to: to be a successful leader and manager in the contemporary
business environment. The module will also help you to:
• Explain the advancement of business automation technology and the
associated range of digital skills required to demonstrate professional • Evaluate different types of organisations, their structures and
competency within an organisation stakeholders

• Identify a range of ‘soft’ skills that are key requirements in • Discuss the role and impact of digitisation on the business structure,
demonstrating progression in terms of personal and professional operations and strategies of contemporary business organisations
development
• Explain the key components of micro and macroeconomics theories and
• Reflect upon your own current levels of digital and soft skills applicable their impacts on organisational behaviour and the national economy
to the workplace
• Examine leading theories of management, leadership and control and
discuss the challenges posed by contemporary business models
COURSE MODULE DETAILS PG 10

Marketing Dynamics (20 credits) Introduction to Business Finance (20 credits)

The core aim of this module is to further your understanding This module will introduce you to a range of fundamental finance
of the role marketing plays within organisations, including and accounting techniques that will optimise your managerial
fundamental marketing principles, practices, and decision-making at operational and strategic levels. You will also
strategies. This will be contextualised within the ever- gain financial computational acumen to better assess and analyse
evolving areas of globalisation and digital marketing and business performance. Finally, the module will delve into the
their transformative potential for marketing practice. You emerging area of FinTech and explore how this technology can
will also become familiar with the different stages of the be harnessed to improve organisational policy and performance.
marketing funnel, from awareness to purchase, so that you Other learning outcomes of the module include the ability to:
can better assess and deliver effective marketing decisions.
• Explain different sources of business finance available to organisations
Following completion of the module you will be able to:
• Apply various management techniques including budgeting,
• Audit the marketing environment in which an organisation operates,
investment appraisal and cost volume profit analysis
demonstrating knowledge of a range of marketing tools and techniques
• Interpret financial accounting information using basic ratio analysis
• Describe an existing or potential target market segment for
an organisation that operates within a specific industry • Identify and assess the role of various FinTech applications

• Illustrate the extent to which the marketing mix of an organisation links

to its competitive position within a target market segment
COURSE MODULE DETAILS PG 11

People Management (20 credits) Technology & Innovation (20 credits)

In this module, you will be introduced to the practical The recent speed of technological advancements has
and theoretical groundwork for effective human resource brought upon unprecedented levels of digital innovation and
management across varying organisations, sectors, and countries. transformation in the business environment. This module
The module explores the historical underpinnings of people will provide you with insight into the technological and skills
management and its application towards current and next gaps that organisations may face as a result of this. You will
practices. This knowledge will equip you with skills to utilise be encouraged to apply evaluative skills to assess these gaps
best practices across a wide range of contexts in the employee and implement viable solutions to address them in a way
lifecycle. On completion of the module you should be able to: that enhances organisational value. Your learning outcome
at the end of the module will include the ability to:
• Explore theoretical approaches to the effective management of
the employee lifecycle to inform practice in a range of contexts • Explain the process of technological and skills gap analysis in relation
to emerging digital trends
• Identify links between people management policies and organisational
strategies to inform vertical and horizontal integration • Identify and discuss current trends in digital technology development
and innovation, and their potential impact on the organisation  
• Analyse the roles of people professionals and line managers in the
effective management of people • Assess existing gaps and make appropriate recommendations on
technological and development innovations and opportunities
• Apply the skills needed to be effective as a line manager and/or
people professional • Describe barriers to innovation and successful implementation
of technology, and how these can be addressed
COURSE MODULE DETAILS PG 12

Level 5
Data Analytics & Management (20 credits) Business Start-up (20 credits)

Data plays a critical role in enabling businesses to improve their In this module, you will develop expertise on key business
practices. This module will explore scientific, methodological, functions for building a successful start-up business. The module
and analytical methods to identify data types, generate data- will explore specific case studies using a range of business models,
based insight, and ultimately make informed decisions that from start-ups to high growth organisations. You will acquire
will generate business value. You will be introduced to business practical skills to create your own feasible entrepreneurial ideas,
contextual technologies, platforms, and practices used to derive formulate business plans, and develop sustainable strategies
meaningful work with data sets. The module will also help you to and solutions. Your learning outcome will include the ability to:

• Analyse methods of gathering data and their value related to a • Demonstrate an understanding of the concepts, theories and
specific problem models that underpin new business start-up in different contexts

• Identify a business domain and analyse a specific problem • Explore the critical aspects of starting and operating a business,
including the role of business functions and their interrelationships
• Demonstrate appropriate analytical methods based on the dataset
in the process of new business start-up
and identified problem to be addressed
• Develop a business plan and choice of a business model to realise a
• Make appropriate recommendations based on the findings of analytical
business idea
activities
• Apply financial/accounting tools and techniques in order to ascertain
the viability and sustainability of a new business venture
COURSE MODULE DETAILS PG 13

Sales Management (20 credits) Digital & Social Media Marketing (20 credits)

The sales management module will explore sales process Digital marketing has revolutionised the manner in which all
techniques, as well as the role of technology and sales businesses operate and market their business activities. This
leadership in effective sales management. It will introduce module will provide you with the underpinnings of this field, and
the psychology and structure of ethical sales and negotiation the skills required to undertake digital marketing planning. You
processes as well as advice on building customer loyalty. will learn key implementation, measurement, and evaluation
You will acquire an understanding of the dynamics of tactics to run successful digital campaigns across a variety of
the entire sales process and how to effectively deploy contemporary multi-channel platforms, with a focus on social
techniques that generate revenue and drive business media. At the end of the module you will also be able to:
growth. At the end of the module you will be able to:
• Apply the fundamental planning concepts when developing digital
• Model prospective and existing customers for a given product or service and social media marketing campaigns

• Appraise and deploy appropriate sales management techniques • Explore the range of digital marketing channels available to
for a given scenario organisations to undertake social media marketing planning  

• Develop a sales management plan • Analyse consumer motivations in terms of user generated content and
the associated impact of this, on a firm’s marketing communications

• Effectively develop a digital marketing campaign with a focus on

social media
COURSE MODULE DETAILS PG 14

Managing Brands (20 credits) Consumer Insights (20 credits)

This module combines comprehensive theory with The core focus of this module is the examination of consumer
practical insights to give an overview of the mechanics insights using a data-driven approach. The module will develop
of brand management. You will acquire knowledge on your ability to identify, measure, and evaluate consumer
proven tools and strategies for effective brand building, data, then transform this data into meaningful marketing
management, and decision-making. The module also conclusions. You will be given the opportunity to apply
highlights the key responsibilities and challenges faced consumer-based marketing metrics and analytical tools to
by brand managers, and the techniques utilised to devise see firsthand how insights shape and aid in effective decision-
and implement successful branding strategies. Your making. On completion of the module you should be able to:
takeaway from the module will include the ability to:
• Differentiate the value of different data sources to develop consumer
• Examine how brands are defined and positioned to add value insights and understanding
to organisations
• Analyse how relevant consumer insights are applied to manage end
• Analyse the factors that drive brand identity and success to end customer journeys

• Develop a brand plan to deliver the brand strategy • Appraise the value of data and insights for marketing decision-making

• Interpret brand metrics and adapt the brand plan for continuous
improvement
COURSE MODULE DETAILS PG 15

Level 6
Business Transformation (20 credits) Entrepreneurship and Innovation (20 credits)

The shift towards digital business transformation requires This module aims to equip you with practical entrepreneurial
a combination of changes within an organisation. This and digital skills required to turn conceptual business ideas into
module will critically explore concepts and theories that can viable business opportunities. Extensive case studies will be
be harnessed to support innovative digitisation. It will equip used to develop your diagnostic, creative, and applied thinking
you with an understanding of the drivers behind the digital skills on a range of topics. You will strengthen your employability
business revolution, the impact of industry 4.0 on business through learning the practical aspects of business start-ups,
practice, and the importance of embracing technology sustainable business strategies, persuasive business plans, and
alongside procedural, methodological, and social changes. creativity and innovation. The module will also help you to:
Once you have completed the module you should be able to:
• Critically evaluate entrepreneurship, success factors, and the
• Critically assess the drivers of digital business transformation characteristics and motivations of entrepreneurs

• Evaluate the potential impact of future digital transformation on • Apply key theories of idea generation, creativity and innovation
an organisation in turning ideas into practical business opportunities  

• Critically analyse the role of existing technology in a modern • Demonstrate ability to use appropriate market and industry analysis
organisation tools to research, analyse, synthesise and evaluate the competitive
business environment
• Assess the need for procedural and social change to support digital
transformation objectives within an organisation • Develop and justify the need for and content of a structured
business plan
COURSE MODULE DETAILS PG 16

Corporate Governance, Law & Ethics (20 credits) Independent Study (20 credits)

This module will further your knowledge of corporate governance, In the independent study module, you will be given the
legal, and ethical principles. Through the use of case studies, opportunity to apply the knowledge gained from your degree
you will be given the opportunity to apply these principles to a programme to a real-world problem in the context of business
range of global organisational contexts. This will provide you with and management. By pursuing an independent study on a topic
skills to critically diagnose ethical and governance challenges of interest, you will be able to showcase your research, project
and develop viable organisational solutions. The module will also management, and transferable skills to potential recruiters.
explore and evaluate corporate social responsibility, social value, The final outcome of the module include the ability to:
and sustainability. At the close of the module you will be able to:
• Identify, plan, design and execute an independent study based on
• Apply a range of corporate governance and legal principles to an issue/problem/challenge appropriate to the business and
a variety of organisational contexts management discipline

• Evaluate the key ethical and governance theories that impact • Apply appropriate research design processes to gather data,
organisations in a range of international jurisdictions critically analyse the generated information to address the problem

• Diagnose legal, governance and ethical challenges in organisations • Develop a project report that critically discusses the research results
in relation to academic and practical consideration appropriately
• Evaluate the importance of corporate social responsibility
and professionally
COURSE MODULE DETAILS PG 17

Global Marketing (20 credits) Marketing & Digital Strategy (20 credits)

The global marketing module seeks to advance your The integration of digital marketing strategies is essential
knowledge on key issues, theories, and concepts in global for success in the contemporary business environment.
marketing. It will explore different socio-cultural, governmental, This module will critically explore relevant concepts,
and economic issues within the global marketing context, theories, and frameworks on formulating sustainable and
developing your understanding of country-specific variations competitive digital marketing strategies. You will acquire
in the marketing mix. You will be encouraged to engage in critical analysis skills by proposing solutions to the challenges
global marketing debates, draw upon current marketing facing organisations in the ever-evolving digital business
thinking, and plan and evaluate marketing strategies in environment. At the close of the module you will be able to:
a global context. The module will also help you to:
• Examine the key components of a digital marketing strategy
• Analyse the global marketing environment
• Discuss the use of digital marketing frameworks and relevant theories
• Identify and analyse various strategies for approaching global markets in developing digital strategies

• Develop and justify a suitable global marketing mix • Evaluate and appraise digital marketing decisions and challenges
concerning business goals
• Critically evaluate the appropriateness of the digital revolution
and the global e-market place • Critically analyse digital marketing concepts and propositions in the
context of the digital media landscape
MEET OUR HEAD OF SCHOOL PG 18

Dr. Alison Watson

Head of School - Leadership and Management

Dr. Alison Watson is the Programme Team

Leader for Arden’s undergraduate Business and
Accounting programmes. Having taught at Arden
for 15 years, she has supported many students
on various management courses at all levels
of study. Prior to this, Alison was an operations
and project manager for a number of large
retailers, and therefore has a wealth of experience
in the field of business and management.

Alison will provide guidance to the School of

Leadership and Management, ensuring that
it delivers high quality academic provision
and student satisfaction across all courses.
ABOUT ARDEN UNIVERSITY PG 19

Why study with Arden University? Our mission is to connect adult learners
like you with higher education study
At Arden University we believe everyone,
opportunities that give you the tools
everywhere has the right to gain the
you need to fulfil your career and life
life and career benefits that higher
goals. We challenge conventional
education can bring. We are dedicated
perceptions of degree study by
to making the university experience
providing flexible, vocational courses
convenient and accessible to ambitious
with timetables and learning options
and motivated individuals worldwide.
that fit around your life commitments.

Arden University is a member of the prestigious As an education provider that is not

Association to Advance Collegiate Schools constrained by bricks and mortar or
of Business (AACSB). Founded in 1916, the traditions, we are able to offer courses
AACSB is the oldest and largest international that are innovative, affordable, and
accreditor of business schools in the world. which help students and employers
reap the benefits of contemporary
training and skills development.

Arden is the university that comes to you,

on your terms, helping you achieve the
life and professional success you want.
 Visit arden.ac.uk

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