This BA Marketing (Top-Up) degree is designed for marketing practitioners, digital strategists, and brand managers who hold a Level 5 qualification (HND, Associate Degree, or equivalent). This program focuses on the shift from "Tactical Marketing" to Strategic Growth Leadership, utilizing Action Learning to solve high-stakes commercial challenges in real-time.

Course Overview: BA Marketing

• Duration: 9–12 Months
• EQF Level: Level 6 equivalent
• Total Credits: 120 UK Credits (60 ECTS)
• Assessment: 100% Coursework & Portfolio (No exams)

Module Structure

The curriculum is designed to address the volatility of the current digital landscape, focusing on AI-integration, ethical branding, and data-driven ROI

Module 1: Global Strategic Marketing & AI

• Focus: Competitive positioning in a borderless economy. Using Generative AI for market research, predictive analytics, and hyper-personalized customer journeys.
• Assessment: A 3,000-word Strategic Marketing Audit and 2-year growth roadmap for a real-world brand.

Module 2: Consumer Psychology & Behavioural Economics

• Focus: Understanding the "Why" behind the "Buy." Analysing cognitive biases, neuromarketing ethics, and the impact of social proof in the digital age.
• Assessment: A Behavioural Campaign Analysis, demonstrating how specific psychological triggers were used to influence a target audience.

Module 3: Ethical Branding & Sustainable Growth

• Focus: Moving beyond "Greenwashing." How to build a brand that balances profit with purpose. Managing reputation in an era of radical transparency.
• Assessment: A Brand Equity Report focusing on CSR (Corporate Social Responsibility) and long-term sustainability.

Module 4: The Marketing Action Research Project (Capstone)

• Focus: Identifying a commercial "pain point" (e.g., declining retention, low conversion, or poor brand awareness) and implementing a marketing intervention via IFAL Action Learning.
• Assessment: A 7,000-word portfolio featuring the live campaign data, creative assets, and a reflective summary of the ROI achieved.

The TCU Advantage

1. APL for Industry Certifications The marketing world moves fast. If you hold professional certifications (e.g., Google Ads, HubSpot Academy, CIM, or AMA), our Accreditation of Prior Learning (APL) process can audit these to count as credits toward your degree, recognizing your specialized technical skills.
2. Evidence-Based Marketing Your assignments are your portfolio. Instead of writing about hypothetical companies, you use your current job. Every module results in a "Work Artifact" (a strategy, a campaign, or a report) that you can present to your current or future employer.
3. Verification for the Gig Economy For freelance marketers or agency leads, trust is currency. Your degree is registered with the TCU Global Verification Service, allowing clients and employers to verify your Level 6 status instantly.

Learning Outcomes (LOs)

• LO1 - Evaluate and apply advanced marketing theories to solve complex business problems.
• LO2 - Lead multidisciplinary creative and data teams in a high-pressure environment.
• LO3 - Critically assess the ethical implications of AI and data privacy in modern marketing.
• LO4 - Demonstrate "Questioning Insight" by reflecting on campaign failures and successes to drive future growth.