BA Hons in Business Management (Marketing) in Barcelona

This module introduces Organizational Behavior (OB) theory and research to help students gain an understanding of the range of individual, group and organizational factors which can influence the way that employees behave in the workplace. Students will apply the theory to case studies of organizations to explore how it can be used as an analytical tool to gain a clearer understanding of the complex causes of workplace behavior in order to develop effective management interventions.

10 ECTSCORE COURSE

The module provides a framework for understanding the crucial role of operations, supply chain and IT to business success. Students will gain knowledge of the systems and processes whereby people, capital, materials, equipment, knowledge, technology, information, and time are combined to produce goods and services. It provides an overview of the key areas of operations management, supply chain management and information technology, particularly in relation to maintaining and improving the quality of goods and services and making sure that this is also reflected in the organization's performance.

10 ECTSCORE COURSE

Economics are present in almost every aspect of our lives. Knowledge of economics will therefore provide students with essential insight into how markets work, how firms and consumers make decisions in market economies, and how businesses identify opportunities and potential threats in the environment in which they operate. This module develops students' understanding of the core principles of micro- and macroeconomics and uses economic models and theories to explore current economic issues.

10 ECTSCORE COURSE

This module assumes no prior accounting knowledge. Students learn how to prepare accounts for small businesses and then apply that knowledge to larger organizations. They examine accounting statements to assess just how well a business is performing; identify and analyze business costs to aid decision-making relating to the control and viability of projects; and identify and discuss sources of finance. This basic financial knowledge is essential to anyone wishing to pursue a career in business, whether on a self-employed basis or in a larger corporation.

10 ECTSCORE COURSE

Being able to apply an enterprising mindset is highly desirable in today's fast-moving business environment where reacting to gaps in the market or competitor actions, dealing with uncertainty, being able to make decisions and take action will all extend students' commercial awareness, business acumen and professional development within a given business environment. Therefore, this module is all about developing an enterprising mindset and business acumen, scaffolding personal and professional development and then applying these in a real-life situation.

10 ECTSCORE COURSE

The Principles of Marketing module provides a comprehensive overview of the key concepts involved in effective marketing. Students will explore the importance of understanding the role of segmentation, targeting, and positioning in creating a competitive advantage as well as key elements of the marketing mix: product development, pricing, distribution and promotion. By the end of the course, students will be equipped with the knowledge and skills necessary to make informed marketing decisions and contribute to the success of organisations enabling them to apply these techniques in an organisational setting. They will also develop a deeper understanding of the role of sustainable marketing in helping to meet United Nations Sustainable Development Goals.

10 ECTSCORE COURSE

In this module, students will have the opportunity to explore what it means to be a ‘professional’ in contemporary organisations. They will develop the practical skills required to plan and achieve successful entry into a graduate role, and to become impactful global and inclusive citizens as well as reflective independent and collegial lifelong learners. Students will be provided with the opportunity to reflect on their own professional identity, behaviours, strengths, competencies and skills and how these align with the demands of employers. They will engage in a range of practical activities to help develop, identify and articulate these qualities to prospective employers. They will familiarise themselves with a range of current recruitment and selection practices and develop the skills to navigate these successfully.

10 ECTSCORE COURSE

This module provides students with knowledge of responsible management including exploring concepts of ethics, leadership, global social responsibility, and creation of sustainable social, environmental and economic value for organizations and corporations utilizing the UN's 17 Sustainable Development Goals (SDGs). Students are encouraged to consider the importance of these issues from the perspective of both the organization and other stakeholders and reflect on the relevance of responsible management and leadership as a basis for sustainable competitive advantage. They will be equipped with the knowledge and understanding of the complex ethical issues that are encountered by organizations on a frequent basis when trying to achieve these goals.

10 ECTSCORE COURSE

For companies to compete in today's increasingly competitive marketplace, communicating effectively with consumers and stakeholders is essential for survival. Marketing communications plays a central role in this increasingly dynamic environment where all elements of the marketing mix and the communication of brand values combine to establish competitive advantage. Through this module, students will explore why an integrated approach to marketing communications is essential if it is to be both efficient and effective. With the continued rise of digital media, it is essential to consider how media converge and diverge.

10 ECTSSPECIALIZATION

This module develops key skills for the future employment of students in business - the ability to perform descriptive and predictive analytics and the skills to interpret and communicate the results of data analytics. These are key skills required by the Chartered Management Institute. The skill base developed will give students the confidence and experience to prepare an analysis of real data for informed business decisions, understand the use of AI in business and learn to predict the future using machine learning, and underpin appropriate business strategies. These skills also prepare them for evidenced-based analysis required in other modules within the programme including finance, marketing and strategy. During the module students will develop the ability to synthesise and analyse business data, learn how to use Excel to manipulate and present data, observe patterns and interpret data, and make predictions to strategically solve business problems. The emphasis throughout is on practical analysis and developing the ability to interpret results within a business or organisational context.

10 ECTSCORE COURSE

Managing the performance of staff is essential to the smooth running of organisations. The Employee Engagement and Performance module analyses the range of human resource management (HRM) activities undertaken within organisations to engage and manage the performance of its employees. It also explores the devolution of many of these roles and responsibilities to line managers. This module provides an introduction to the knowledge and skills required to undertake these activities professionally and effectively in the workplace. By the end of the module, students will be able to analyse the antecedents and outcomes of employee engagement, the causes of poor performance within organisations and the principles and practices of effective employee engagement and performance management. They will be able to explain how these practices can be integrated into high performance work systems (HPWS) and analyse barriers to high performance working and the development of high-performance cultures.

10 ECTSCORE COURSE

This module equips students with the tools, techniques and theory behind how digital marketing works within a business environment. Students will learn about best practice and key elements of managing digital marketing in an 'always on' 24/7 environment. They will learn how to audit and evaluate competitors' digital footprints as well as understand how to gain consumer insights using digital techniques. Assessment far this module is coursework-based, designed to provide practica! life and employment skills by developing an outline digital marketing plan. This assessment will contribute towards key skills sought by employers, including evaluation, understanding of digital tools, presentation and business report-writing.

10 ECTSSPECIALIZATION

This module studies the global business using a combined strategic and economic approach. As part of this module, you will explore the recent major global economic shifts and analyse current international business events. Students will study the key theoretical underpinnings, trends and challenges of international trade and foreign direct investment. They will analyse the importance of government and institutions in controlling/regulating international business behaviour. This will allow them to consider the long-term sustainability of businesses in the ever-changing, and often hostile, global business environment helping them understand the critical role played by strategic management. They will also learn how to weigh up a range of complex issues like culture, leadership, corporate governance and others when developing a strategy for an international business. Throughout this module, students develop critical practical skills valued by employers and professional accreditation bodies. These include selecting and interpreting data, problem-solving and decision-making, positioning analysis, and developing and evaluating strategic options. Such skills are vital for successful careers in a variety of international and domestic organisations.

10 ECTSCORE COURSE

Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization's constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

10 ECTSCORE COURSE

Businesses today regularly state that they intend to prioritize developing marketing strategies that focus on customers. However, in practice this is difficult to achieve and may require business leaders to significantly change their mindsets to deliver effective and sustainable change, which engages both employees and customers. In this module, students will examine the marketing strategies of those organizations that are thriving and successful and those that are failing. The module will go beyond the traditional models of market analysis and planning. We will look at strategy from a crea ti ve point of view ( and not just as an analytical approach) and examine how organizations develop unique positions and brands by identifying and developing val u e propositions which appeal to customers. We will particularly seek out contemporary issues in marketing and see how strategy can be adapted to accommodate trends. The focus of the module will be to identify winning and losing strategies in the modern market place and assess the underlying reasons for success or failure. Particular attention will be paid to breaking news, including organizations being featured in news and current events.

10 ECTSSPECIALIZATION

This module examines the concepts of leadership and management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organizations. Students will analyze the skills and competencies of effective organizational leaders and examine alternative methods of leadership development to enhance these.

10 ECTSCORE COURSE

Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization's constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

10 ECTSCORE COURSE

Copywriting and creativity are key skills in the world of advertising and marketing. Whether writing copy, designing text or producing creative artwork, the art of getting the message across to the target market is crucial. This module examines creativity in advertising and marketing and allows students to experiment with different kinds of copywriting for different media, ranging from traditional print and broadcast to ambient and social media. We will explore the different audio, visual and written devices used to deliver marketing messages to target audiences and discover the power of creative imagery to achieve lasting impacts on customers.

10 ECTSSPECIALIZATION