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If you already have an HND or foundation degree, this course will allow you to top it up to an honours degree with just one year of additional study. You’ll build on your all-round knowledge of business including organisational theory, business models, and factors that underpin a firm’s ability to deliver on the triple bottom line.

The course also includes specialist modules in marketing that cover topics like buyer behaviour, marketing communications, marketing management and marketing strategy. With a marketing specialism as part of your degree award, you’ll have an extra edge in employability.

On graduation you’ll be equipped to embark on a business- or marketing-related career. Past students have been highly commended by employers for their professionalism. Marketeers affect everyone’s lives and so could you.

The relevance, rigour and internationalisation of the course are set to meet some of the highest and most demanding levels of accreditation. The course is covered by the prestigious AACSB accreditation for Newcastle Business School, which was ‘Business School of the Year’ at the Times Higher Education Awards 2015, and is recognised by The Chartered Institute of Marketing (CIM).

This programme is delivered entirely at Kaplan in Singapore and is offered as Part Time and Full Time mode of study.

If you would like to apply or for further information please visit the Kaplan website. For any specific queries relating directly to Northumbria please contact tne@northumbria.ac.uk.

Course Information

Level of Study
Undergraduate

Mode of Study
16 months

Location
Singapore

City
Singapore

Start
September or March

Fee Information

Module Information

Entry Requirements 2024/25

Standard Entry

For information on entry requirements please visit the Kaplan website

If you’d like to receive the latest updates from Northumbria about our courses, events, finance & funding then enter your details below.

* At Northumbria we are strongly committed to protecting the privacy of personal data. To view the University’s Privacy Notice please click here

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

HR9508 -

Employability & Career Planning (Core,20 Credits)

This module gives you the skills and knowledge you need to successfully obtain an undergraduate placement and/or a graduate-level role when you leave university. It is specifically concerned with your employability and therefore includes opportunities each week to practice and develop skills in a safe and supportive environment. You will study a number of important topics such as career planning, writing CVs, cover letters and application forms, psychometric testing, competency-based interviews, assessment centres and current trends in recruitment and selection practice, including use of social media. When you complete this module, you will have the skills, ability, and confidence to make an impactful application to any employer. The module also supports you if you have a compulsory year abroad as part of your programme.

More information

HR9510 -

Human Resource Management (Core,20 Credits)

“Human Resource Management” will take you on a journey through the modern organisation offering you the opportunity to understand how Human Resource Professionals contribute to the strategic direction of the organisation. You will spend the first week developing a framework for personal skill development in Human Resource Management which you will then use each week when focusing on a specific topic.

Incorporating issues of ethical leadership and sustainability you will cover eleven main topics in Human Resource Management:

• Human Resources Service Delivery
• Recruitment and Selection
• Learning and Development
• Talent Management
• Equality and Diversity
• Managing Absence
• Performance Management
• Total Reward
• Employee Engagement
• Conflict in the Workplace
• Supporting Organisational Change

This module will provide you with the key theoretical arguments in Human Resource Management and on completion of the module you will have begun to identify and develop the skills and knowledge required to be a Human Resource Professional in today’s workplace.

More information

MK9512 -

Marketing Research and Planning (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Planning’ and ‘Marketing Research’ in a successful organisation. You will gain an understanding of how marketing planning and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantages. First, the principles of marketing research are presented. This involves exploring areas such as qualitative and quantitative research. From here the fundamentals of marketing planning are discussed, underpinned by the core components of the marketing mix and analysis frameworks. Thus, a highly structured approach will be provided for you to undertake the module successfully.

Upon completion of the module, you will be able to:
• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.
• Describe and explain the key theoretical terms and concepts of marketing planning. In addition, you will have the appropriate skills to develop research-driven marketing plans.

More information

MK9514 -

Customer Experience and Relationship Marketing (Core,20 Credits)

The overall intention of this module is to encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. Given the increasing use of online business models and consumer savviness of how to move between suppliers, the importance of managing the customer experience has never been higher. With this in mind you will address the following themes:

• Customer Experience (CX): You will be introduced to the concept of CX: (defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle). You will explicitly consider how CX permeates different brands, forms of company contact and even online versus offline business models.
• Customer Journey Mapping: You will also be introduced to the principles of managing the customer decision making journey and all of the company-customer touchpoints that occur prior, during and post-consumption.
• Service Design: Using principles of lean systems, you will appreciate how organisations design systems to add value to the customer experience.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice, and also reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics (satisfaction, retention, and other models such as ‘recency frequency value’).
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Relationship Marketing: Much of the module content stems from the overarching principle of Relationship Marketing, and you will be encouraged to critically explore this area of literature and consider the three core pillars of RM: acquisition, retention and dissolution.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

More information

NX9523 -

Business Professional Practice (Core,20 Credits)

This module aims to prepare you for your future studies at Level 6 and work-based learning. It focuses on developing your skills and abilities to critically assess, analyse and manage business-based problems and projects, with emphasis on a range of business models

The module will focus on specific discipline areas to support demonstration of understanding and application of relevant theory from your professional/academic area as appropriate. There also will be some opportunities to consider broader contemporary challenges for organisations in responding to changing practices of responsible and sustainable management.

On completion of the module you will have enhanced your problem-solving skills and will be able to manage complex projects. By focusing on advanced group and team working skills, research and complex problem solving skills, project management, communication skills and self-directed learning, you will also develop employability and leadership attributes, including set direction, engage, drive, collaborate, learn, innovate and act with integrity.

More information

NX9524 -

Digital Business (Core,20 Credits)

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will in particular focus upon 3 core areas of business:
Digital Business Strategy: You will develop an understanding of the cost structures associated with using digital channels, different business models (including omni and multiple channel business strategies), distance issues around serving global markets and implications in terms of taxation and service delivery.
Marketing: In this part of the module you will consider changing consumer media consumption and behaviour; social media and m-commerce; customer relationship building in an online context, digital brand communities and performance metrics.
Supply Chain Management and Information Systems: You will also develop and appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance (e.g. web design and google analytics).

More information

HR0388 -

Academic and Career Development (Optional,20 Credits)

You will learn advanced academic skills; such as how to use structured approaches to read, note-making, research and writing, transferable skills to ensure academic success in all your other academic modules and enabling you to conduct a critical literature review of employability, graduate marked place informed by career theory (see themes 1,2 and 3 below). Then using advanced research skills, theory and self-assessment tools you will learn how to and choose and apply for a relevant job role and career path, in turn enhancing your employability and transferable academic skills (themes 4 and 5). Finally, you will conclude the module by designing a complete set of graduate application tools for the job role and career chosen and will experience a no of recruitment exercises such as interviews, group exercises and self-branding and presentation to further develop your employability, academic performance and career management skills. The module will be concluded with a theoretical session and a number of practical exercises designed to develop your self-confidence and employability (theme 6).

Theme 1 – Introduction and advanced study skills
1. Introduction to advanced study skills and career development.
2. Searching for and critically evaluating academic and professional sources.
3. Critical analysis of information and data.
Theme 2 – Understanding the graduate labour market and employers
4. Understanding the global graduate labour market.
Theme 3 – What employers want from graduates and how to achieve it?
5. Enhance business awareness, networking, cultural sensitivity and global mind sets.
Theme 4 – Choose career path
6. Understanding and choosing suitable career paths.
Theme 5 – Design career personal development plan
7. Design a career personal development plan using the NU (ELA) framework.
Theme 6 - Recruitment, selection and employability/application tools
8. An introduction to recruitment and selection processes.
9. Development of skills and tools to enable students to demonstrate effective self-presentation.
10. Develop techniques and practice to excel at interviews.
11. Self-confidence and Employability: Conclusions and introduction to the extended critical literature review module that follows.
12. Assignment surgery

More information

HR9610 -

Critical Organizational Analysis (Core,20 Credits)

The aim of this module is to encourage engagement with Organisation Theory through offering a comprehensive account of ideas, perspectives and practices of organisation. You will learn to analyse organisations, people and organising practices through critical employment of Organisation Theory which challenges conventional understanding of organisations. You will learn to explore the impact of recent trends in Organisation Theory and Practice on people and their behaviour in organisations.

The module links topics on Organisation Theory and Practice:
• Introduction to Organisation Theory, and implications for practice: overview of three main perspectives (Modern, Symbolic and Contemporary)
• Organisation Theory:
o Theorizing relationship between Organisation and its environment
o Theorizing different perspectives on Culture and Organisation, and managing across cultures
o Theorizing organisational (physical and social) structure
o Theorizing power, control and conflict (including the feminist perspective)
o Theorizing Identity and organisational behaviour
• Applications in practice:
o Organisational Design, Sustainable Organisational Design
o Organisational learning, tacit knowledge and knowledge management
o Organisational change, change management, and sustainable development
o Aesthetics and organisations, performance, narrative, theatre and organisation
o Managing culture, people and behaviour in organisations, and managing across cultures

Upon completion of the module you will gain an in-depth understanding of:

o The major perspectives on Organisation Theory
o ‘Critical’ organisation theory and management practices
o The recent trends in organising practices
o Theory and practices involved in working in multi-cultural organisations with an awareness of ethical considerations.
o How to form your own construction of knowledge on organisations, managing people and their behaviour

More information

MK9617 -

Buyer Behaviour and Integrated Marketing Communications (Core,20 Credits)

This module brings together two important and closely related areas of study for marketing and business students, namely understanding how buyers behave and make decisions, and how to use this knowledge to effectively communicate with selected target markets.
The study of theoretical frameworks underpins the module, which is then applied to a variety of buyer and business contexts. Lectures are used to impart the theory and the seminars are a mix of practical and case study applications and academic material designed to encourage application of theory and critical thinking. The assessment provides you with the opportunity to utilise the theoretical frameworks in a hypothetical business scenario of your choice.

The module aims to:

• Introduce you to the related concepts of buyer behaviour and marketing communications. The structure of the module will first allow you to appreciate the value of analysing consumer behaviour and then use this information to develop appropriate and informed marketing communications campaigns.

• The teaching, learning and assessment strategies employed (largely focusing on a case study approach) encourage you to think critically and apply the knowledge gained into practical business scenarios.

More information

MK9620 -

B2B Marketing (Core,20 Credits)

This module provides the knowledge and skills necessary for you to understand, and pursue a career in, Business to Business Marketing and/or Sales Management. Learning will be via lectures, seminars and independent study.

Within the module, you will cover these main topics:
• The role, extent and importance of B2B Marketing
• Organisational Buyer Behaviour
• Interorganisational relationships & CRM
• Appointing and managing channel intermediaries
• Business services
• Sales and the Organisation / Sales Strategies / the Sales-Marketing interface;
• Market Data, Customer Insight, Objectives and Metrics
• Time & Territory Management
• Prospecting, Qualification & Sales-related Events
• Objection Handling, Negotiation, Finance & Closing Sales
• Influence Strategies and the Ethics of Sales Management
• New Business Sales vs Key Account Management
• Targets, Forecasting, Metrics & Sales Pipeline Management
• Managing and Leading a Sales Team

During the module you will fine-tune your existing Marketing skills and gain a robust understanding of the Sales function. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on embarking upon your career, you should be a skilled, informed practitioner able to deliver demonstrable value to your business and its stakeholders, and to differentiate yourself positively within a competitive employment market.

More information

NX0328 -

Contemporary Issues in Business (Optional,20 Credits)

On this module, you will learn about critical thinking and reflection, and doing so, you will develop the necessary critical skills to perform both of these effectively as a learner in higher education. You will learn about the necessary academic skills required to undertake a critical review of existing literature on a contemporary issue within the business and management disciplines. On completing this, you will be able to a critical literature review on a subject appropriate to your degree programme.

Here, you will be introduced to the module, before identifying how to select a contemporary issue within business and management. You will learn about the development of critical thinking and what is meant by a literature review as well as the importance of being able to write a literature review.

You will learn how to get started in this development; by searching for sources and developing essential research skills including reviewing literature and critical evaluation, before going onto develop you own critical literature review which represents the module assessment.

More information

NX9625 -

Dissertation (Core,40 Credits)

The dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into an applied business (or the named degree) problem or issue. In addition, the dissertation aims to equip you with key transferable, employability skills, including: time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving, analysis.

The module is student-led but you are supported by, initially, weekly lectures and seminar-workshops which provide an introduction to undertaking Business-Management research followed by one-to-one or small-group supervision meetings.
The lectures and seminar-workshops will cover the following topics:
1. Developing a research aim/question (focusing and scoping the research)
2. Developing a literature review
3. Writing a research proposal
4. Researching ethically
5. Quantitative research techniques
6. Qualitative research techniques
7. Quantitative analysis techniques
8. Qualitative analysis techniques

Upon completion of the module you will be able to:
1. Conduct independent and ethical academic research involving the application and critical evaluation of appropriate theories and models,
2. Engage critically with relevant literature to establish a framework in which to analyse and synthesise the results of your primary or secondary research
3. Generate / collect relevant primary or secondary data using an appropriate and justified method
4. Analyse your data using an appropriate and justified method of analysis
5. Recognise the ethical implications of your work
6. Critically evaluate the source of your data and the method you adopted

More information

SM9636 -

Strategic Management for Sustainable Leadership (Core,20 Credits)

1. How strategic recommendations are likely to be evaluated by various stakeholder groups that place a different interpretation on the measurement of business success.
2. Understanding the concepts and frameworks of Endogenous Strategy that apply to a company’s Capabilities, Competences and Resources.
3. How to synthesise key concepts in the Resource-based View of Strategy (RBV) and apply them to companies in competitive markets.
4. How Sustained Competitive Advantage (SCA) can be achieved and maintained in an era of finite resources and increasing demand for sustainability.
5. How Innovation can be managed and applied to Products, Processes, Business Models and Sustainability.
6. How Sustainability can be incorporated into successful Strategy Formulation, Strategic Implementation, and Business Model Innovation.
7. How Leadership impacts upon strategic decision making.
8. Understanding how the concepts of Sustainability and Corporate Social Responsibility can be applied to meet the challenges of Ethical Business Management in the future.
9. How to successfully write compelling and influential strategic briefing documents based around the structure adopted by this module.

More information

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

HR9508 -

Employability & Career Planning (Core,20 Credits)

This module gives you the skills and knowledge you need to successfully obtain an undergraduate placement and/or a graduate-level role when you leave university. It is specifically concerned with your employability and therefore includes opportunities each week to practice and develop skills in a safe and supportive environment. You will study a number of important topics such as career planning, writing CVs, cover letters and application forms, psychometric testing, competency-based interviews, assessment centres and current trends in recruitment and selection practice, including use of social media. When you complete this module, you will have the skills, ability, and confidence to make an impactful application to any employer. The module also supports you if you have a compulsory year abroad as part of your programme.

More information

HR9510 -

Human Resource Management (Core,20 Credits)

“Human Resource Management” will take you on a journey through the modern organisation offering you the opportunity to understand how Human Resource Professionals contribute to the strategic direction of the organisation. You will spend the first week developing a framework for personal skill development in Human Resource Management which you will then use each week when focusing on a specific topic.

Incorporating issues of ethical leadership and sustainability you will cover eleven main topics in Human Resource Management:

• Human Resources Service Delivery
• Recruitment and Selection
• Learning and Development
• Talent Management
• Equality and Diversity
• Managing Absence
• Performance Management
• Total Reward
• Employee Engagement
• Conflict in the Workplace
• Supporting Organisational Change

This module will provide you with the key theoretical arguments in Human Resource Management and on completion of the module you will have begun to identify and develop the skills and knowledge required to be a Human Resource Professional in today’s workplace.

More information

MK9512 -

Marketing Research and Planning (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Planning’ and ‘Marketing Research’ in a successful organisation. You will gain an understanding of how marketing planning and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantages. First, the principles of marketing research are presented. This involves exploring areas such as qualitative and quantitative research. From here the fundamentals of marketing planning are discussed, underpinned by the core components of the marketing mix and analysis frameworks. Thus, a highly structured approach will be provided for you to undertake the module successfully.

Upon completion of the module, you will be able to:
• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.
• Describe and explain the key theoretical terms and concepts of marketing planning. In addition, you will have the appropriate skills to develop research-driven marketing plans.

More information

MK9514 -

Customer Experience and Relationship Marketing (Core,20 Credits)

The overall intention of this module is to encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. Given the increasing use of online business models and consumer savviness of how to move between suppliers, the importance of managing the customer experience has never been higher. With this in mind you will address the following themes:

• Customer Experience (CX): You will be introduced to the concept of CX: (defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle). You will explicitly consider how CX permeates different brands, forms of company contact and even online versus offline business models.
• Customer Journey Mapping: You will also be introduced to the principles of managing the customer decision making journey and all of the company-customer touchpoints that occur prior, during and post-consumption.
• Service Design: Using principles of lean systems, you will appreciate how organisations design systems to add value to the customer experience.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice, and also reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics (satisfaction, retention, and other models such as ‘recency frequency value’).
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Relationship Marketing: Much of the module content stems from the overarching principle of Relationship Marketing, and you will be encouraged to critically explore this area of literature and consider the three core pillars of RM: acquisition, retention and dissolution.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

More information

NX9523 -

Business Professional Practice (Core,20 Credits)

This module aims to prepare you for your future studies at Level 6 and work-based learning. It focuses on developing your skills and abilities to critically assess, analyse and manage business-based problems and projects, with emphasis on a range of business models

The module will focus on specific discipline areas to support demonstration of understanding and application of relevant theory from your professional/academic area as appropriate. There also will be some opportunities to consider broader contemporary challenges for organisations in responding to changing practices of responsible and sustainable management.

On completion of the module you will have enhanced your problem-solving skills and will be able to manage complex projects. By focusing on advanced group and team working skills, research and complex problem solving skills, project management, communication skills and self-directed learning, you will also develop employability and leadership attributes, including set direction, engage, drive, collaborate, learn, innovate and act with integrity.

More information

NX9524 -

Digital Business (Core,20 Credits)

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will in particular focus upon 3 core areas of business:
Digital Business Strategy: You will develop an understanding of the cost structures associated with using digital channels, different business models (including omni and multiple channel business strategies), distance issues around serving global markets and implications in terms of taxation and service delivery.
Marketing: In this part of the module you will consider changing consumer media consumption and behaviour; social media and m-commerce; customer relationship building in an online context, digital brand communities and performance metrics.
Supply Chain Management and Information Systems: You will also develop and appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance (e.g. web design and google analytics).

More information

HR0388 -

Academic and Career Development (Optional,20 Credits)

You will learn advanced academic skills; such as how to use structured approaches to read, note-making, research and writing, transferable skills to ensure academic success in all your other academic modules and enabling you to conduct a critical literature review of employability, graduate marked place informed by career theory (see themes 1,2 and 3 below). Then using advanced research skills, theory and self-assessment tools you will learn how to and choose and apply for a relevant job role and career path, in turn enhancing your employability and transferable academic skills (themes 4 and 5). Finally, you will conclude the module by designing a complete set of graduate application tools for the job role and career chosen and will experience a no of recruitment exercises such as interviews, group exercises and self-branding and presentation to further develop your employability, academic performance and career management skills. The module will be concluded with a theoretical session and a number of practical exercises designed to develop your self-confidence and employability (theme 6).

Theme 1 – Introduction and advanced study skills
1. Introduction to advanced study skills and career development.
2. Searching for and critically evaluating academic and professional sources.
3. Critical analysis of information and data.
Theme 2 – Understanding the graduate labour market and employers
4. Understanding the global graduate labour market.
Theme 3 – What employers want from graduates and how to achieve it?
5. Enhance business awareness, networking, cultural sensitivity and global mind sets.
Theme 4 – Choose career path
6. Understanding and choosing suitable career paths.
Theme 5 – Design career personal development plan
7. Design a career personal development plan using the NU (ELA) framework.
Theme 6 - Recruitment, selection and employability/application tools
8. An introduction to recruitment and selection processes.
9. Development of skills and tools to enable students to demonstrate effective self-presentation.
10. Develop techniques and practice to excel at interviews.
11. Self-confidence and Employability: Conclusions and introduction to the extended critical literature review module that follows.
12. Assignment surgery

More information

HR9610 -

Critical Organizational Analysis (Core,20 Credits)

The aim of this module is to encourage engagement with Organisation Theory through offering a comprehensive account of ideas, perspectives and practices of organisation. You will learn to analyse organisations, people and organising practices through critical employment of Organisation Theory which challenges conventional understanding of organisations. You will learn to explore the impact of recent trends in Organisation Theory and Practice on people and their behaviour in organisations.

The module links topics on Organisation Theory and Practice:
• Introduction to Organisation Theory, and implications for practice: overview of three main perspectives (Modern, Symbolic and Contemporary)
• Organisation Theory:
o Theorizing relationship between Organisation and its environment
o Theorizing different perspectives on Culture and Organisation, and managing across cultures
o Theorizing organisational (physical and social) structure
o Theorizing power, control and conflict (including the feminist perspective)
o Theorizing Identity and organisational behaviour
• Applications in practice:
o Organisational Design, Sustainable Organisational Design
o Organisational learning, tacit knowledge and knowledge management
o Organisational change, change management, and sustainable development
o Aesthetics and organisations, performance, narrative, theatre and organisation
o Managing culture, people and behaviour in organisations, and managing across cultures

Upon completion of the module you will gain an in-depth understanding of:

o The major perspectives on Organisation Theory
o ‘Critical’ organisation theory and management practices
o The recent trends in organising practices
o Theory and practices involved in working in multi-cultural organisations with an awareness of ethical considerations.
o How to form your own construction of knowledge on organisations, managing people and their behaviour

More information

MK9617 -

Buyer Behaviour and Integrated Marketing Communications (Core,20 Credits)

This module brings together two important and closely related areas of study for marketing and business students, namely understanding how buyers behave and make decisions, and how to use this knowledge to effectively communicate with selected target markets.
The study of theoretical frameworks underpins the module, which is then applied to a variety of buyer and business contexts. Lectures are used to impart the theory and the seminars are a mix of practical and case study applications and academic material designed to encourage application of theory and critical thinking. The assessment provides you with the opportunity to utilise the theoretical frameworks in a hypothetical business scenario of your choice.

The module aims to:

• Introduce you to the related concepts of buyer behaviour and marketing communications. The structure of the module will first allow you to appreciate the value of analysing consumer behaviour and then use this information to develop appropriate and informed marketing communications campaigns.

• The teaching, learning and assessment strategies employed (largely focusing on a case study approach) encourage you to think critically and apply the knowledge gained into practical business scenarios.

More information

MK9620 -

B2B Marketing (Core,20 Credits)

This module provides the knowledge and skills necessary for you to understand, and pursue a career in, Business to Business Marketing and/or Sales Management. Learning will be via lectures, seminars and independent study.

Within the module, you will cover these main topics:
• The role, extent and importance of B2B Marketing
• Organisational Buyer Behaviour
• Interorganisational relationships & CRM
• Appointing and managing channel intermediaries
• Business services
• Sales and the Organisation / Sales Strategies / the Sales-Marketing interface;
• Market Data, Customer Insight, Objectives and Metrics
• Time & Territory Management
• Prospecting, Qualification & Sales-related Events
• Objection Handling, Negotiation, Finance & Closing Sales
• Influence Strategies and the Ethics of Sales Management
• New Business Sales vs Key Account Management
• Targets, Forecasting, Metrics & Sales Pipeline Management
• Managing and Leading a Sales Team

During the module you will fine-tune your existing Marketing skills and gain a robust understanding of the Sales function. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on embarking upon your career, you should be a skilled, informed practitioner able to deliver demonstrable value to your business and its stakeholders, and to differentiate yourself positively within a competitive employment market.

More information

NX0328 -

Contemporary Issues in Business (Optional,20 Credits)

On this module, you will learn about critical thinking and reflection, and doing so, you will develop the necessary critical skills to perform both of these effectively as a learner in higher education. You will learn about the necessary academic skills required to undertake a critical review of existing literature on a contemporary issue within the business and management disciplines. On completing this, you will be able to a critical literature review on a subject appropriate to your degree programme.

Here, you will be introduced to the module, before identifying how to select a contemporary issue within business and management. You will learn about the development of critical thinking and what is meant by a literature review as well as the importance of being able to write a literature review.

You will learn how to get started in this development; by searching for sources and developing essential research skills including reviewing literature and critical evaluation, before going onto develop you own critical literature review which represents the module assessment.

More information

NX9625 -

Dissertation (Core,40 Credits)

The dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into an applied business (or the named degree) problem or issue. In addition, the dissertation aims to equip you with key transferable, employability skills, including: time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving, analysis.

The module is student-led but you are supported by, initially, weekly lectures and seminar-workshops which provide an introduction to undertaking Business-Management research followed by one-to-one or small-group supervision meetings.
The lectures and seminar-workshops will cover the following topics:
1. Developing a research aim/question (focusing and scoping the research)
2. Developing a literature review
3. Writing a research proposal
4. Researching ethically
5. Quantitative research techniques
6. Qualitative research techniques
7. Quantitative analysis techniques
8. Qualitative analysis techniques

Upon completion of the module you will be able to:
1. Conduct independent and ethical academic research involving the application and critical evaluation of appropriate theories and models,
2. Engage critically with relevant literature to establish a framework in which to analyse and synthesise the results of your primary or secondary research
3. Generate / collect relevant primary or secondary data using an appropriate and justified method
4. Analyse your data using an appropriate and justified method of analysis
5. Recognise the ethical implications of your work
6. Critically evaluate the source of your data and the method you adopted

More information

SM9636 -

Strategic Management for Sustainable Leadership (Core,20 Credits)

1. How strategic recommendations are likely to be evaluated by various stakeholder groups that place a different interpretation on the measurement of business success.
2. Understanding the concepts and frameworks of Endogenous Strategy that apply to a company’s Capabilities, Competences and Resources.
3. How to synthesise key concepts in the Resource-based View of Strategy (RBV) and apply them to companies in competitive markets.
4. How Sustained Competitive Advantage (SCA) can be achieved and maintained in an era of finite resources and increasing demand for sustainability.
5. How Innovation can be managed and applied to Products, Processes, Business Models and Sustainability.
6. How Sustainability can be incorporated into successful Strategy Formulation, Strategic Implementation, and Business Model Innovation.
7. How Leadership impacts upon strategic decision making.
8. Understanding how the concepts of Sustainability and Corporate Social Responsibility can be applied to meet the challenges of Ethical Business Management in the future.
9. How to successfully write compelling and influential strategic briefing documents based around the structure adopted by this module.

More information

Any Questions?

Our Applicant Services team will be happy to help.  They can be contacted on 0191 406 0901 or by using our Contact Form.



Accessibility and Student Inclusion

Northumbria University is committed to developing an inclusive, diverse and accessible campus and wider University community and are determined to ensure that opportunities we provide are open to all.

We are proud to work in partnership with AccessAble to provide Detailed Access Guides to our buildings and facilities across our City, Coach Lane and London Campuses. A Detailed Access Guide lets you know what access will be like when you visit somewhere. It looks at the route you will use getting in and what is available inside. All guides have Accessibility Symbols that give you a quick overview of what is available, and photographs to show you what to expect. The guides are produced by trained surveyors who visit our campuses annually to ensure you have trusted and accurate information.

You can use Northumbria’s AccessAble Guides anytime to check the accessibility of a building or facility and to plan your routes and journeys. Search by location, building or accessibility feature to find the information you need. 

We are dedicated to helping students who may require additional support during their student journey and offer 1-1 advice and guidance appropriate to individual requirements. If you feel you may need additional support you can find out more about what we offer here where you can also contact us with any questions you may have:

Accessibility support

Student Inclusion support




All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.

 

Your Learning Experience

Find out about our distinctive approach at 
www.northumbria.ac.uk/exp

Admissions Terms and Conditions
northumbria.ac.uk/terms

Fees and Funding
northumbria.ac.uk/fees

Admissions Policy
northumbria.ac.uk/adpolicy

Admissions Complaints Policy
northumbria.ac.uk/complaints


If you’d like to receive the latest updates from Northumbria about our courses, events, finance & funding then enter your details below.

* At Northumbria we are strongly committed to protecting the privacy of personal data. To view the University’s Privacy Notice please click here

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Northumbria Open Days

Open Days are a great way for you to get a feel of the University, the city of Newcastle upon Tyne and the course(s) you are interested in.

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NU World Virtual Tours
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Virtual Tour

Get an insight into life at Northumbria at the click of a button! Come and explore our videos and 360 panoramas to immerse yourself in our campuses and get a feel for what it is like studying here using our interactive virtual tour.

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