Marketing with Psychology BSc Hons - 2020 Entry

Course Structure

Many of Lancaster's degree programmes are flexible, offering students the opportunity to cover a wide selection of subject areas to complement their main specialism. You will be able to study a range of modules, some examples of which are listed below.

Year 1

Core

• Future Global Leaders

  Future Global Leaders is a professional development module taken by all first year LUMS students. The module takes place mainly online and aims to introduce you to key ideas about leadership to help you become future leaders, to enhance your online working skills and to help you develop professional and careers skills which will enhance your employability.

• Introduction to Marketing

  Students must study MKTG101 in Year 1. This year-long module serves as an introduction to the theory, tools and techniques of Marketing, teaching you all the foundational touch-points of Marketing which will be further developed in detail and depth throughout your second and final year. You will explore subject areas such as: Consumer Behaviour, Marketing Communications, Business-to-Business Marketing, Customer Relationship Marketing, Marketing Research and Marketing Management.

  Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as contexts obtained from the press and broadcast media. Part of your learning will be based on coursework; much of this will involve working in groups but you will also harness the skills of independent learning through individual course submissions.

  Further to this students can choose any two subjects from across the university (subject to availability and timetabling). These subjects need not be Marketing related but some advisable and good subject fits with Marketing are: Accounting & Finance; Design; Law; Economics; Management and Organisation; Media Film and Cultural Studies; Management Sciences; Psychology; Sociology. Such flexibility allows you to choose subjects that excite you, with the ability to then continue with these into your second and final year. This enables the development of not only a strong major in Marketing but a strong minor in other subject areas that you are passionate about.

• Marketing Learning Community - First Year

  This module is dedicated to students majoring in Marketing. This module has four interlinked objectives:

  • Firstly, to build your firm foundations in some basic skills (i.e. critical thinking and argumentation, numerical skills, basic management accounting and managerial skills) that will underpin your performance in the marketing workplace and on your marketing degree.
  • Secondly, to start you off on the right part to acquire the job you want and the career to which you aspire.
  • Thirdly, to provide you with personal academic advice/guidance in a one-to-one setting.

  Finally, to support the development of a strong community of Marketing students. This module has five non-assessed but fully mandatory requirements to proceed to part 2.

• Understanding Psychology

  The fundamental principles of psychology that underpin this degree will be introduced during this module: Developmental and Social Psychology, Brain and Behaviour, Cognitive Psychology, Individual Differences and Historical and Conceptual Issues.

  Through a mixture of lectures, seminars and practical classes, students will learn about the theories and findings in each of these areas. They will be taught about different research approaches, how to access and evaluate scientific journal articles, and how to construct arguments formally in essays.

  Students will be exposed to cutting-edge research conducted within the Psychology Department at Lancaster, with techniques such as virtual reality, developmental EEG, eye tracking, and behavioural measures.

  The module runs in parallel with Investigating Psychology.

Year 2

Core

• Cognitive Psychology

  Taught by internationally recognised researchers, this module concerns the study of mental processes; how people perceive, think, talk and behave. Students will explore the current issues, debates and approaches in the key areas of cognitive psychology: human memory, attention, language and perception under the guidance of lecturers who are experts and innovators in this field. Up to date theoretical debates and their evaluation in terms of conceptual coherence and empirical support will also be examined.

  By the end of the module, students will show a critical appreciation of research methods, approaches and outcomes in cognitive psychology; and will have written about a topic in cognitive psychology in an informed and reflective way.

• Consumer Behaviour

  The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. The lectures initially focus on consumers as individuals and then consider more closely the influence of our social experiences on behaviour. The workshops provide a chance to focus on a specialist topic within the field, focusing upon improving academic reading and analysis skills.

• Marketing Learning Community - Second Year

  This module helps you with employability skills and also gives you training and ideas for how to excel in your academic studies. (MKTG200 is not credit bearing, i.e. it is not formally assessed as part of your final degree.)

• Marketing Research

  This module introduces the key concepts and techniques in marketing research and the analysis of marketing problems. Its main aim is to prepare you for future roles as marketing, product, brand and advertising managers by giving you the skills needed to commission, manage, interpret and use marketing information. It will also prepare you for practical market or advertising research projects conducted in your final year (e.g. MKTG310 & MKTG331). The module covers both qualitative and quantitative research methods, as well as how to run and manage research projects. For the quantitative part of the unit, you will be introduced to SPSS.

• Personality and Individual Differences

  This module introduces the key topics and debates relating to personality and individual differences. It blends learning the important theoretical questions with discussion of the research implications for practice at work and across society as a whole. Current views will be explored and placed within their historical context. Notions such as trait and type on psychological accounts of human behaviour will be critically evaluated.

  The theoretical and practical insights into psychometric testing and other methods for capturing individual differences in behaviour and performance will also be explored. The module further examines the impact of individual differences in particular areas, including cognition, thinking and development.

• Routes to Market

  This module provides students with knowledge and understanding of routes to market – following the various decisions, actors and actions involved in transforming the product from its raw state through to its presentation in retail and the consumer’s access to it. This understanding is important to all marketers since it allows marketers to communicate with other areas of the organisation (such as manufacturing or logistics) over issues including new product launches, promotional initiatives and so on. A particular emphasis is placed on the retail end of the route to market and the necessary coordination between brand owners and retail (possibly also wholesale) actors. The module therefore provides vital understanding and perspectives to equip you for entry level jobs in areas such as trade marketing, customer marketing, shopper marketing, category management and areas of retail. In many companies a career in brand management can only be accessed through graduate entry level jobs in these areas. The thinking is “if you can’t manage retail partners, you can’t manage brands”.

  Throughout the module attention is paid to the international contexts of routes to market, ethical questions in routes to market, modern techniques and shopping behaviour and ICT use in routes to market. Examples are drawn especially from product areas students are familiar with.

• Social Psychology

  Expanding on the knowledge gained in Part I, students will further develop their knowledge of theory and research in a number of core areas in this field. Starting with the history of social psychology, they will explore topics such as social beliefs and judgements, intergroup relations, and applying social psychology to everyday life.

  Lectures will cover contemporary and empirical developments in the key areas, and the accompanying seminar programme will help develop a range of academic skills in relation to social psychological subject matter including: use of technical language, integrating knowledge, analytic skills, argument construction and presentation.

Optional

• Advertising

  The overall aim of this course is to develop an appreciation and understanding of the fast-moving and multi-faceted world of advertising from both a theoretical and managerial perspective. This course will focus on advertising within the private sector and will cover a number of contemporary issues in advertising, including social and ethical issues, international advertising and advertising regulation. On completion of this course, students should be able to demonstrate a clear understanding of advertising theory, strategy and execution.

• Digital Marketing

  The module gives students an opportunity to investigate both established and emerging forms of digital marketing. Initially the focus is on integrated digital campaign planning. Commercial web analysis tools, provided by comScore, a global leader in this area, will be used to assess consumer web browsing behaviour on corporate and social websites, to inform campaign decisions. Topics discussed will include: integrated campaign planning; search marketing; digital advertising, in particular display advertising; the consumer decision journey and approaches to using commercial software. However, this does not require a statistical approach.

  Building on the knowledge of data-driven, integrated digital campaign planning, the module introduces students to strategic aspects of the ongoing digitalization of marketing activities. The aim is to explore how marketing in the digital space is not an isolated or ‘add on’ element to established marketing strategy, but increasingly becomes an integral and ‘blended’ part of key business-to-business and business-to-consumer activities. Value creation will be discussed in the context of, for example: the internet of things (IOT); personal, connected, devices (eg trackers); and innovative digital services.

• Marketing Simulation

  The Marketing Simulation gives an integrated overview of the concepts, techniques and skills used in marketing management. This is done via a computer simulation exercise known as “Markstrat”. The objective of the course is to allow participants to develop skills in applying marketing knowledge, running an analysis and planning system, and dealing with the problems arising from working in groups and managing a business under conditions of uncertainty.

• Social Media Marketing

  This module will offer students the chance to explore various forms of online consumer engagement in the context of digital marketing and online consumer culture. Students will develop awareness and gain insights into a diverse range of topics such as social media marketing, mobile marketing, augmented reality, online consumption environments, virtual identities and online consumer behaviour, online consumption experiences, and the rise of virtual economies among others. Students will also be exposed to the latest online research methods used for understanding the digital consumer such as online observation techniques and web-based interviews. Module will also explore current and potential trends in the digital environment.

Year 3

Core

• Advanced Topics in Consumer Behaviour

  This module aims to provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff. The module adopts a topic-based model; a typical syllabus would include self and identity in consumer behaviour, consumers & communications, theories of consumption, children as consumers, consumers & culture, consumer research applications in the public policy domain and consumers & ethics.

• Marketing Learning Community - Final year

  This module helps you further develop your employability skills to get the graduate job you want. It also gives you training and ideas for how to get the degree that you are hoping for. (MKTG300 is not credit bearing, i.e. it is not formally assessed as part of your final degree.)

Optional

• Brand Strategy

  This module will provide students with a managerial and critical understanding of how brand strategy must integrate and balance a variety of perspectives such as the social, cultural, and creative dimensions of contemporary consumer culture with the managerial and economic determinants of organisations. Students will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in the real marketplace contexts. A range of theories, concepts, strategies and practices designed to build, evolve and sustain brands will be addressed across a range of categories, product types and industries. Students will be encouraged to think for themselves about the role brands currently play in cultures of consumption around the globe.

• Business-to-Business Marketing

  This module looks at the less visible but vast area of marketing to help you understand how ideas familiar to you as marketers apply in business-to-business settings. The module aims to deepen your understanding of business-to-business markets and of the marketing activities that organisations engage in with respect to these markets. The module aims to consider a range of contexts but focuses to a large extent upon contemporary trends in B2B marketing practice and theory.

• Critical & Creative Communications

  The module concerns the communications strategies and techniques used by new social movements, brands and people. We will study a spectrum of tools and media of communications, such as lobbying, design, sustainable communications (and greenwashing). Students will use action learning to develop a campaign strategy and creative work for a major UK government campaign. We will examine how protesters and social activists use communications, and students will be encouraged to think critically about how communications shape societies and human values.

• Current Directions in Social Psychology

  In this module, students are encouraged to engage critically but constructively with social psychological research and theory. The topics covered reflect the lecturers' active research interests, and have recently included: the psychology of animal treatment, nostalgia and propaganda/advertising and social media.

  The module will enable students to be able to summarise the current state of knowledge on a given topic, and also be able to evaluate such knowledge, weighing its strengths and limitations, and tracing its implications. In particular, they will be encouraged to question the standard textbook treatment of social psychological topics.

• Global Marketing Management

  As marketing activities become more and more internationally focused, firms are increasingly looking for prospective employees with the knowledge and skills to address the new challenges and opportunities associated with globalisation. This module combines the latest research in the field of international marketing; providing insights, theories, concepts and tools that enable students to navigate the global market. Students will take part in interactive lectures and case study analysis that examine the trends in global marketing management. The module will also pay special attention to emerging markets and the roles they play in invigorating marketing theories and practice.

• Managing Marketing Innovation

  The aim of the module is to introduce students to theoretical frameworks and empirical evidence of contemporary innovations in markets and an exploration of marketing activities that support them. Students will be given time and opportunity to reflect on their learning and to discuss their emergent understanding. They will have the opportunity to explore challenges faced by managers of innovation, as well as comparing potential outcomes of marketing management decisions in real world scenarios.

  The module begins by identifying marketing innovations, followed by exploring the issues of why firms are thought to either typically succeed or fail in business. From here students will be encouraged to explore the changing business environments within which firms must survive. The module will be organised around six themes: (i) Creating Innovations (ii) Developing an Innovation Strategy (iii) Building the Innovative Organization (iv) Managing the Innovation Process (v) Capturing the Value from Innovations (vi) Emerging of the Contemporary Innovations in Markets. We see how Social Innovation, Innovations for Emerging Markets and Sustainability-led Innovation are emerged and contribute to the global markets.

• Marketing of Services

  This module aims to introduce students to the theoretical and research issues surrounding the fast expanding field of service marketing. It is designed to develop an understanding of the special context and techniques in the marketing of services. For those who recognise the crucial role that services play in the economy and its future, this module aims to develop an appreciation and understanding of Services Marketing from a theoretical point of view as well as business and management context. This module explores frameworks for understanding the nature and characteristics of services, and how these help in formulating marketing strategies and planning marketing tactics in relation to services. This is achieved through exploring the key theoretical foundations for services marketing, including the models and frameworks associated with the marketing of services and examining how these are employed by managers in service based companies. Other more common topics in services will also be addressed, including service quality; the role of people in service organisations; service encounters and moments of truth; customer satisfaction; customer retention; services branding and strategic issues.

• Marketing Research and Consultancy Project

  This module allows you to work in a team to negotiate, design, and deliver a market research project. The projects are live cases, usually for local companies or charitable organisations, in which you, working with your supervisors, have responsibility for all aspects of the project, including budget and final presentation. You will develop working practices, produce an agreed research project, undertake appropriate research, and produce a professional client presentation and report. This module has been redesigned to give final year students additional focused help with their quest to obtain good quality graduate employment.

• Strategic Marketing

  In this module on Strategic Marketing the key word is "strategic". Hence it is essential for students to obtain a solid understanding of the various perspectives on strategy. This understanding of strategy is of utmost importance as the marketing decisions must be consistent with the company's strategic choices. Often strategic planning is confused with strategy, and this module will highlight the nature of this crucial distinction by reviewing and highlighting the importance of each in Strategic Marketing. This module will focus upon applying relevant concepts and theories to appropriate contemporary developments as well as feature case studies.

• Strategic Negotiation : Making Sustainable Deals

  Students will learn how to negotiate and make sustainable business deals, not short-term persuasive negotiation tactics, instead, long-term business deals that are economically, socially and environmentally sustainable. Strategic negotiations are highly relevant in today’s interconnected business landscape. The resources that are necessary for companies to solve their problems, gain and retain customers, launch and re-launch new products or services, and develop profitable business. The resources that companies need are widely dispersed among many actors within networks of inter-connected business relationships. Companies need to negotiate with multiple stakeholders, such as suppliers, customers, agencies, governments and authorities to be able to access the resources that they need. A strategic deal that companies would need is not a fixed entity but rather the outcome of long and time-consuming negotiations that affect further negotiations. The course will examine 1) the strategic challenges that companies face in their markets today, 2) the analytical tools that are needed to make sustainable business deals, 3) the biases and errors in deal-making 4) the various ways by which business deals are manifested and 5) the managerial implications of strategic negotiations.

• The Management of Marketing

  This module focuses upon those individuals and organizations who are regarded as the most influential or powerful individuals/organizations in their chosen field and beyond. These are the individuals whose leadership or challenge to the status quo transforms their immediate arena and beyond. In so doing this class is broad in coverage affording study of prominent leaders and artists, as well as the context of their operations. The module incorporates important aspects of strategy and leaderships as well as marketing. It is suggested that examination of these individuals provides valuable lessons for corporate marketers.

Lancaster University offers a range of programmes, some of which follow a structured study programme, and others which offer the chance for you to devise a more flexible programme. We divide academic study into two sections - Part 1 (Year 1) and Part 2 (Year 2, 3 and sometimes 4). For most programmes Part 1 requires you to study 120 credits spread over at least three modules which, depending upon your programme, will be drawn from one, two or three different academic subjects. A higher degree of specialisation then develops in subsequent years. For more information about our teaching methods at Lancaster visit our Teaching and Learning section.

Information contained on the website with respect to modules is correct at the time of publication, but changes may be necessary, for example as a result of student feedback, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes, and new research.