Marketing is the part of the business that focuses on customers’ needs and then considers how to fill them so that both customer and company benefit. As customers become more demanding of products, services and the companies who provide them, marketing has had to respond by making the role central to organisational culture.
Its tactical role is to identify customer groups, research their needs, and develop a solution to those needs then communication the corporate offer. The wider strategic role is to align the whole business to the needs of the customers whilst achieving corporate goals.
If an organisation is to survive in today’s turbulent market place it needs marketing to help establish and deliver a competitive advantage - a clear reason why customers chose your business instead of your competitors.
The Marketing programme has been designed to produce graduates with an advanced understanding of the role of marketing in modern firms. It will also equip students with the appropriate skills and knowledge to make a specialist contribution in the workplace.
For those already committed to a specialist career in Marketing, it can be studied as a single honours degree. For those with wider business interests, marketing can be combined with other subjects to suit future career intentions. Within the Business School students can take the following programmes: Marketing with Accounting, Marketing with Advertising Management, Marketing with Entrepreneurship, Marketing with Human Resource Management, or Marketing and/with Business Studies. Additionally, Marketing can be combined with a wide range of other subjects in the joint/ combined honours scheme.
Single Honours Marketing students in Year 1 follow modules in Marketing Principles and Practice, Business Environments, Information and Analytical Skills. Single honours students and those combining Marketing with other Business programmes also study: Introduction to Financial Accounting, Introduction to Quantitative Techniques, and Foundations of Management.
Single honours Marketing students in Year 2 study Marketing Planning, Consumer Behaviour and Marketing Research. They may choose then choose from a range of option modules including: Direct and Interactive Marketing, E-business, Entrepreneurship, Integrated Marketing Communications, Research Methods, Retail Marketing, Digital Marketing or Copy Writing.
Single Honours Marketing students in Year 3 follow core modules of Strategic Marketing and Global Marketing and may then choose from a range of option modules including: Individual Study, Marketing Culture and Communications, Public Relations, Retail Strategy, Service Management, Applications of Digital Marketing or Research Project.
Students on the programme are strongly encouraged to become involved in the student chapter (a student led branch) of the Chartered Institute of Marketing (CIM) to enhance their knowledge and practice of marketing and thus their future prospects.
If you are studying on a programme within the Business School, you have the opportunity to undertake a year in industry as an optional part of your degree. Your third year will be spent in a paid work placement with an employer and then you return for your final year. The University’s Employability and Careers Service will support you in finding work placements opportunities and also help you prepare by supporting you with CV writing and interview training. You can register on the programme at the end of your first year.
Our teaching supports students in reaching their potential in the course. We recognise the diversity of learning styles and techniques they will use and offer a variety of means through which they can engage with the subject: lectures, seminars, discussions; presentations, visiting speakers, digital materials; coursework and tutorials. We offer timely feedback from tutors. We also value the learning from students’ experiences with other work and organisations and support their reflections on their academic and personal development. We encourage them to develop skills relevant to life and work as well as for academic study. Typically, teaching takes place in face-to-face mode and in on-line environments and is informed by students’ feedback.
A broad range of assessment is included in students’ studies and may include report and essay writing, reflective and critical assignment and research activities, case study and individual and group studies. Examinations may be used to recognise end of module achievement, particularly where professional body accreditation is offered, and may involve unseen or open-book exercises. included in students’ studies and may include report and essay writing, reflective and critical assignment and research activities, case study and individual and group studies. Examinations may be used to recognise end of module achievement, particularly where professional body accreditation is offered, and may involve unseen or open-book exercises.
Successful graduates are equipped to enter a range of careers in business and marketing, including general marketing and communication roles, advertising, sales, marketing research, fundraising, direct marketing and public relations in the private, public and voluntary sectors or for a marketing agency.
The programme enables students to develop transferable skills (communication, IT, team working) appropriate for career development and postgraduate study within the field of marketing.
The programme is enhanced with guest speakers and projects involving external clients to gain insight into current practice and enhance employability. There are opportunities to take The Institute of Direct Marketing (IDM) Certificate examination as part of your study in Year 2.
A broad range of assessment is included in students’ studies and may include report and essay writing, reflective and critical assignment and research activities, case study and individual and group studies. Examinations may be used to recognise end of module achievement, particularly where professional body accreditation is offered, and may involve unseen or open-book exercises.
Final Year Entry is available for this degree programme, and part-time routes for people in employment are available through the Professional Development by Work Related Learning Programme.
The Erasmus Exchange Programme provides opportunities for students to study in Europe for part of the degree.
BSc single honours or in combination with another subject
3 years full-time
5 or 6 years part-time
N500 (see here for combined codes)
240 UCAS points including CCC at A2 Level, or equivalent (see here)
A wide variety of assessment methods are employed to develop both academic and professional skills. The emphasis within the programme is on coursework although core modules include some end of year exams. Typically assessments might also include the use of reports, presentations, audio recordings, oral assessments, computer based projects, essays and case studies.