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MARKETING BA (HONS)

UCAS Code: N500|Duration: 3 years|Full Time|Hope Park|UCAS Campus Code: L46
Work placement opportunities|International students can apply|Study Abroad opportunities
Overview
Curriculum
Entry Requirements
Careers
Finance
Combinations

ABOUT THE COURSE

Marketing is one of the most challenging, fast-moving and exciting disciplines in the world of business. Our Marketing degree has a theoretical focus that is combined with practical examples of how companies apply the theory on a day-to-day basis, meaning that what you learn is not only academically sound but also rooted in the realities of today’s dynamic marketplace.

During your degree, you will be provided with the key skills and knowledge that will enable you to understand marketing context, marketing research and the discipline’s central role to business success, while allowing you to reflect on the moral and ethical implications of marketing behaviour. The ever advancing fields of Social Media and digital marketing run through the marketing curriculum as central themes and allow you to reflect on the many challenges and opportunities that these technological and cultural changes provide.

The degree has been designed so that you learn from research-active staff while at the same time being mentored and given masterclasses by industry leaders. Marketing focuses on a wide range of organisations, from SMEs to global multinational organisations, and we are working towards closer interaction with the Chartered Institute of Marketing (CIM). Studying a comprehensive view of the marketing world prepares you for a career in organisations of any type and size.

COURSE STRUCTURE

Teaching on this degree is structured into lectures, where all students are taught together, and smaller groups of seminars and tutorials. The lectures will provide you with a general framework in Marketing, whilst the seminar activities and discussions, help your understanding and application of the subject. In tutorial sessions you will not only develop your understanding of Marketing further, but at times, work together in student led activities. Seminars and tutorials are also designed to enhance your employability skills.

If you study Marketing as a Single Honours degree, in your first year of study there are approximately 12 teaching hours each week, which reduces to approximately 10 teaching hours in your second and third years. If you study Marketing as a Combined Honours degree, in your first year of study there are approximately 6 teaching hours each week, which reduces to 5 teaching hours in your second and third years. On top of teaching hours, you are also expected to spend approximately 15 hours studying independently each week. This could include additional research and reading, attendance at guest lectures and industry related events, preparation or completion of set tasks for taught sessions, revision for exams, work for your assessments and participation in group work.

ASSESSMENT AND FEEDBACK

You will have a number of assessments throughout your studies, including multiple choice exams, group presentations and reports, individual academic reports, and written exams. The assessments have been designed to develop your knowledge and skills in multiple ways and provide experience of gaining key skills needed in the competitive world of business. Written feedback will be given to you within four working weeks of the deadline for submission of coursework.

If you would like feedback on your written exams, you can request this from your tutors once exam results have been released. You are also encouraged to make an appointment to personally discuss your feedback with your tutor.

CURRICULUM OVERVIEW

Please note topics marked with a * are studied by Single Honours students only.


YEAR ONE

Introduction to Marketing

You will be introduced to the underlying principles of Marketing and the relationship between Marketing and the global business context. Study of this relationship can help to contextualise marketing theory and practice and further help you understand the dynamics of contemporary marketing management, as you explore concepts such as the marketing mix, segmentation, targeting and positioning, and consumer behaviour.

You will also be introduced to the broader underlying principles of Business Management. You will study four component parts (4Cs) to understanding what a business is (the Company), how it interacts with its environment (the Context), how it serves its customers (the Customers) and how it manages its competition (the Competition). Additionally, in your first year, you will gain an appreciation of fundamental business structures and functions and the management challenges posed by the contemporary and ever complex business environment.

Topics typically studied in this year are:

  • The Marketing Mix: (7 Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence)
  • Customer segmentation
  • Introduction to Business Management Theory & Practice (Major and Single hons)
  • Economics
  • Analysing Business and Marketing environments
  • Introduction to Organisational Behaviour
  • Understanding Buyer Behaviour*
  • Introduction to Quantitative Research Methods*

In order for you to gain a clear understanding of the applicability of the theoretical marketing knowledge from the very beginning of the academic year, industry speakers and up-to-date organisational applications of marketing will be part of the curriculum. This allows clear links between theory and practice to be made from the very start of your studies.

YEAR TWO

Explorations in Marketing

Building on your first year, the curriculum in year two explores key issues and marketing concepts in greater depth, advancing your knowledge and understanding to an intermediate level. You will become adept at the use of a number of marketing tools such as the Marketing Plan, Ansoff’s Growth Matrix, The Boston Consultant Group Grid, as well as statistical tools such as SPSS.

On successful completion of this year, you will have developed a critical knowledge and understanding of marketing communications, stakeholder marketing, marketing information and research. In particular, you will have gained a critical understanding of what shapes consumers buying behaviour and how companies harness and exploit these forces to create and capture value from their customers.

Single honours students will develop a deeper understanding of social media and critically examine the increasingly current area of social marketing and how marketing can be used to influence and change behaviour of both individuals and companies. The areas of retail and relationship marketing will also be investigated.

What you will study:

  • Strategic and Operational Marketing
  • Planning within the Marketing Context
  • Factors influencing Consumer Behaviour
  • Marketing Communications: Advertising; PR; Direct Marketing; Selling
  • Marketing Research – Primary and Secondary Sources
  • Quantitative, Qualitative and mixed Research Methods
  • Evaluation of Marketing Success
  • Preparation for Final Year Dissertation/Research Project
  • Store Design, Layout and the use of colours, music and scent by retailers*
  • Ubiquitous Marketing and the “Fluid Web”*
  • Social Media and Social Marketing*
  • Attack and Defence Strategies of Market Leaders and Challengers*
  • Relationship Marketing *
  • Sales Concepts and Strategies*

YEAR THREE

Advanced Studies in Marketing

Building on previous years, the curriculum in the final year investigates key advances in the academic and professional marketing literature. You will deepen your knowledge and understanding of contemporary issues facing marketers today, as well as increase your knowledge of the leading edge theory and practice being developed for the future.

Examples include the move towards smart living and smart cities, mobile marketing, Big data, developments in conceptualisation of brands, usage and social media influence, and neuro-marketing. Single Honours students also consider how societal and business innovations such as 3D imaging and drone technology will impact on marketing and communications. In order to apply knowledge and skills developed to date on the degree and to allow you to explore an area of marketing that is of particular interest to you, a marketing research project is undertaken. This requires you to become an active researcher, applying the marketing research theory covered in the second year and exploring in detail a specific area of marketing.

What you will study:

  • Advanced Marketing Research and employing Data-led Decision-Making
  • Delivering Customer Value & Achieving and Exceeding Expectations
  • New Product and Technology Development and Brand Management
  • Managing Sales and Marketing Teams
  • Neuro-Marketing
  • Final Year Dissertation/Research Project
  • Strategic Marketing and Planning*
  • Social Media Analytics and the Mobile Revolution*
  • Experiential and Sensorial Marketing*
  • Contemporary Product and Technology Development and Brand Management*
  • Marketing DNA*

ENTRY REQUIREMENTS


A-LevelsBBB-BBC
UCAS Tariff Points120-112. UCAS Tariff points must come from a minimum of two A Levels (or equivalent). Additional points can be made up from a range of alternative qualifications
BTECDDM-DMM
Access to HE120 - 112 Tariff Points
IB26
Irish Leaving Certificate120 - 112 Tariff Points from Higher Level qualifications only
Welsh BaccalaureateThis qualification can only be accepted in conjunction with other relevant qualifications
Subject RequirementsNo specific subject requirements

INTERNATIONAL ENTRY REQUIREMENTS

Specific Country RequirementsSelect your country
IELTS6.0 overall (with reading and writing at 6.0) and no individual score lower than 5.5

CAREERS

Past graduates of our Marketing degree have gone on to have careers such as Marketing and Communications Coordinator, Marketing Assistant, Marketing Manager, Assistant Commercial Product Manager, and Advice Centre Manager.

The Marketing degree has been designed so progression can be made to Masters or Doctoral studies. Graduates who successfully gain a degree can apply to become full members of the Chartered Institute of Marketing (CIM) or the Marketing Research Society.

A number of other professional bodies will also accept holders of a first degree that includes Marketing on to their qualifications at an advanced level, including the Chartered Management Institute’s Diploma in Management Consultancy and the Institute of Chartered Secretaries and Administrators’ (ICSA) Postgraduate Certificate in Charity Management.

ENHANCEMENT OPPORTUNITIES

Work Placement Opportunities

The Marketing team works very closely with the University’s Business Gateway to source robust and exciting student placement opportunities, along with a wide range of company visits and other events where you come face-to-face with professional practitioners.


SALA

The Service and Leadership Award (SALA) is offered as an extra-curricular programme involving service-based experiences, development of leadership potential and equipping you for a career in a rapidly changing world. It enhances your degree, it is something which is complimentary but different and which has a distinct ‘value-added’ component. Find out more on our Service and Leadership Award page.


Study Abroad

As part of your degree, you can choose to spend either a semester or a full year of study at one of our partner universities as part of our Study Abroad programme. Find out more on our Study Abroad page.


TUITION FEES

The tuition fees for 2019/20 are £9,250 for full-time undergraduate courses.

If you are a student from the Isle of Man or the Channel Islands, your tuition fees will also be £9,250.

The University reserves the right to increase Home and EU Undergraduate and PGCE tuition fees in line with any inflationary or other increase authorised by the Secretary of State for future years of study.

ADDITIONAL COSTS

On top of tuition fees, you also need to consider the cost of core textbooks, which we estimate to be around £100.

You will also need to consider the cost of your accommodation each year whilst you study at university. Visit our accommodation pages for further details about our Halls of Residence.

SCHOLARSHIPS

We have a range of scholarships to help with the cost of your studies. Visit our scholarships page to find out more.

INTERNATIONAL TUITION FEES

The International tuition fees for 2019/2020 entry will be released in due course.

Visit our International fees page for more information.

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GOOD TO KNOW:

  • Taught by internationally renowned experts in Marketing from a wide range of business organisations
  • Opportunities to get involved with entrepreneurial marketing activities
  • A wide range of industry guest speakers and visiting professors

Department staff

Got a question?
Email our enquiries team
enquiry@hope.ac.uk