The aim of the first academic year is to provide you with the business acumen required to be an effective marketing specialist within any organisation. You are introduced to the principles underlying marketing, gaining an understanding of the marketing profession and to identify and develop key marketing skills. The second academic year provides you with opportunities to hone your marketing management capabilities, via marketing-research projects and external marketing related competitions. During this level of study, emphasis is placed on developing a critical understanding of consumer behaviour and stakeholder needs in order to create viable marketing opportunities. The final academic year is strategic in nature allowing you to further develop critical thinking skills. You consider the complexities and ethical implications of marketing, exploring the relationship between culture and marketing and marketing and society. There are four options for the final Extended Independent Study, which provide you with the opportunity to demonstrate independent, self‑directed study whilst building confidence and marketing expertise.