Marketing BA(Hons)

Start date

16 September 2024

Duration

3 years full-time
4 years inc. placement year

About the course

Reasons to study

Study at an AACSB International-accredited Business School. Globally, fewer than six per cent of institutions offering business degrees achieve this accreditation.
This course is taught by academic experts and industry practitioners and the knowledge you’ll gain can be used to help businesses stand out in a competitive market.
In your third year of the course, you’ll have the opportunity to apply your classroom knowledge to an optional work placement in your area of interest.

We were the first to introduce marketing on an undergraduate level and are at the forefront of the industry today, with our Marketing BA(Hons) course designed to help you step with confidence into an exciting future career.

This course aims to teach you key principles of marketing, branding and consultancy, as well as develop your academic and practical skills to develop creative and compelling content and communications. It is taught by academic experts and industry practitioners and the knowledge you’ll gain can be used to help businesses stand out in a competitive market. This means you’ll be an asset to any organisation in a variety of industries.

Why study Marketing BA(Hons)

An impressive 94 per cent of Huddersfield’s 800 teaching staff hold teaching qualifications, maintaining the proportion from the previous year’s figures. It is, once again, the leading university in the country, having been consistently in the top three previously.

You’ll also be studying at an AACSB International accredited Business School. Globally, fewer than six per cent of institutions offering business degrees achieve this accreditation.

On campus, you’ll study a wide range of subjects including:

strategic marketing planning
creative consultancy
developing creative marketing content.
social media marketing

Throughout the course, you’ll work on real business challenges, preparing you to transition from higher education to the workplace.

Away from campus, you’ll gain relevant real-world experience. After the second year of the course, you’ll put your knowledge and skills to the test in an optional 48-week work placement in your area of interest, in the UK or abroad. This work placement could potentially enhance your employability and foster personal development.

This course will prepare you for a variety of potentially exciting careers in a range of fields in the industry. You could work as a global marketing executive, PR executive, marketing manager or content director. You’ll be able to work for other organisations, or even pursue your passions by setting up your own business.

Course detail

Year 1

Core modules:

Marketing in Practice

The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 1, Marketing in Practice, is on developing the academic skills you need to engage in your course, but also develop a range of skills relevant to the varied demands of the marketing industry through practical application. In addition, the module will address a broader curriculum of personal and professional development within a marketing context through the identification of the core skills of a professional marketer. It will introduce you to theories, models and strategies relevant to skill development and success at university and in the workplace. Throughout the module, you will be encouraged to recognise your capabilities, take responsibility for your learning and work effectively with your peers.

Global Business Management

In this module, you will explore the pressing global issues, such as globalisation, climate change, digital age, and sustainability, that businesses are confronted in their operations. Adopting a cross-disciplinary approach, you will gain knowledge and develop a critical understanding of how these issues represent challenges as well as opportunities to business and related organisations. As you progress through the module, you will develop a habit to follow the developments of global events, give them a meaning and consider the causes and consequences of ongoing developments. This module is designed to raise you awareness of an increasingly dynamic business environment.

Introduction to Digital Marketing Communications

This module critically discusses key theories relevant to digital marketing communications. Strengths and weakness of different marketing communications channels and platforms (offline, online, integrated) will be analysed as well as their effectiveness. The role of digital marketing communication content, format, and source are discussed as well as psychological processes involved in consumers' processing of and response to such communication materials. The module explains how different digital marketing communications platforms can be combined to achieve specific marketing objectives. This module discusses the ethical and legal issues relevant to digital marketing communications.

Marketing and Society

This module is designed to introduce and analyse marketing and consumption in their social context. Marketing emerges differently depending on the type of society in which it develops. Consumption is a complex phenomenon immersed in human social attitudes and behaviours. Thus, marketing and consumption are explored in this module in relation to broader contemporary sociocultural trends and issues. By adopting an interdisciplinary approach to the analysis of marketing and consumption, this module aims to develop your critical awareness of the interrelationships, consequences and tensions that exist between the marketer and the consumer at the individual and collective level, as well as between the marketer, consumer, business, and government.

Organisational Behaviour

This module provides you with an introduction to key concepts, theories and research in the field of organisational behaviour. Starting with the important question what is an organisation, this module presents and evaluates up to date research on current knowledge about human and organisation behaviour from the perspective of three levels: individual level (personality, motivation, knowledge and learning), group level (organisational culture, team-working) and the organisational level (leadership, changing world of work, technology). An examination of these three levels will provide an insight into the world of work both for employees and future managers. Emphasis on the module is placed on introducing and applying management theory with a critical perspective adopted throughout. Overall, focus on the module is directed towards equipping you with sufficient knowledge to be able to understand the role of the manager in a contemporary organisation and to critically explore the role of influence a range of behaviours have on organisational outcomes.

Principles of Marketing

This module will develop your understanding of the principles and practice of contemporary marketing management. You'll be introduced to the key concepts and tools of marketing including analysis, planning, implementation and control.

Year 2

Core modules:

The Marketing Researcher

The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 2, The Marketing Researcher, is on developing your knowledge, skills and experience to develop your professional profile. In this module you will investigate and develop a range of skills relevant to the varied demands of the marketing industry through practical application. To support this you will explore the value of analytical data and how this supports the creation of Business Intelligence for decision making. You will investigate different analytical methods and apply them within the business context, looking at strategy, business goals and organisational competitive advantage. It will also seek to develop generic marketing principles and transferable personal skills using the demands of the many sectors of the marketing industries. We will continue to provide an inclusive environment that emphasises the importance of individual resilience and wellbeing at this mid-point of your studies and prepares you for your placement year or final year.

Social Media Marketing

This module is designed to introduce you to social media marketing. It will help keep you at the forefront of modern practices: bridging the gap between theory and its practical application, it will also focus on several different aspects including B2B, B2C and Service. You’ll have the opportunity to use a variety of social media tools and platforms to design, manage, and optimise campaigns. This module is for individuals who have not used the social channels in a business context extensively but have a good understanding of traditional marketing techniques

Brands and Branding

This module is designed to introduce and develop essential brands and branding knowledge to the students. From the origin of brands to modern branding strategies and techniques, this module will cover the theories and processes that are critical to developing effective brand messages. The functional and symbolic value of brands will be discussed in this module and their societal and environmental impact will be highlighted. By the completion of this module, you will be able to understand the strategic importance of branding in creating and maintaining a differentiation and competitive advantage over competitors and the crucial role it plays in sustainable business growth.

Services Marketing

This module will take a strategic view of service marketing, focusing on a variety of organisational contexts including public and private sectors as well as commercial and social enterprises considering both on-line and off-line platforms. The unique nature of service industries is explored in a contemporary context, while theories and tools required to understand and implement the strategic operations of services marketing are examined. Specifically, the module examines all aspects of the services marketing mix, the services environment and the creation of a service culture in both online and offline contexts.

Developing Creative Marketing Content

This module is designed to further develop your understanding of digital marketing, exploring the use of creative content to capture your audience online and to influence customers. Content creation and implementation will be considered in relation to specific marketing communication objectives, within the wider context of the marketing plan, and working within the setting of the contemporary promotional environment. Throughout the module you’ll have the opportunity to use a variety of tools and platforms to produce professional, creative, competent and coherent content for social media.

Consumers and Consumption

The overall aim of this module is to understand how insights into consumers and their consumption practices can be used to formulate effective marketing strategy. Traditional and contemporary theories of both the psychology and sociology of consumer behaviour provide the necessary analytical tools to guide the development and application of consumer insights.

Year 3 - optional placement year

The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.

Final year

Core modules:

The Marketing Professional

The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 3 'The Marketing Professional' will be on your transition from higher education to the workplace. You will have an opportunity to build on your knowledge, skills and experience that you have developed during your time at university and clearly express your career aspirations. Using recruitment and selection simulations, you will prepare tailored CVs and learn how to perform well within different selection situations. In preparation for your move into the changing world of work, we will explore what it means to be globally and socially aware and you will learn about intercultural effectiveness through case studies and group tasks. There will also be an emphasis on strengthening your leadership capabilities and decision-making within complex and unpredictable contexts. We will continue to reinforce the value of an inclusive environment that sustains you during your final year of study and prepares you for your post-degree choices.

Digital Campaigns and Communications

This module is designed to develop and integrate your knowledge of the concepts, theories and practices associated with digital marketing. It keeps you at the forefront of modern practices bridging the gap between theory and its practical application into developing a strategic campaign and communications plan. You’ll learn how to manage and control a digital marketing campaign, to critically evaluate your own or others’ professional practice as campaign managers, and you’ll be introduced to the concepts project management, resource administration and cost control.

Creative Consultancy Project

This module focuses you on addressing a live marketing problem utilising specialist marketing knowledge to create and develop effective communications for an organisation. You'll develop and demonstrate creative thinking and visualisation including, content creation, branding, and new media in order to develop brand equity and deliver customer value. The content and application of this module are designed to enhance practical skills in the development of creative communication plans, within the context of an integrated marketing strategy. To support this, the module will explore current consumer trends, and contemporary and creative communications strategies and practices.

Strategic Marketing Planning

This module will consolidate and build on previous studies in marketing within a strategic marketing planning framework. The module gives you the opportunity to develop your analytical and practical skills in relation to creating, presenting and defending strategic marketing plans, which you will then implement in a case-study based individual and group assignment computer-based simulation of a dynamic, and highly competitive, marketing environment.

Option modules:

Choose either:

Undergraduate Dissertation

This module is an opportunity for you to conduct a research project in an area of business and management that relates to your personal and professional interests. You'll work one-to-one with an experienced supervisor who will help you develop and implement your research ideas. This module will not only deepen your knowledge of a particular business and management topic, but also help you build your practical research and report-writing skills.

Or,

International Marketing

The aim of this module is to help develop your understanding of the marketing theory and principles within the international or global business arena. It involves the consideration of the international marketing environment and the application of marketing principles for companies operating in foreign and world markets.

AND

Marketing for Small Business

Marketing is important, entrepreneurship is vital, and 95% of businesses anywhere in the world are small. When large organisations seek to improve performance – they often turn to the young dynamic small businesses as their role model. We weave these themes together into what can be called entrepreneurial marketing

Teaching and Assessment

On average 17%* of the study time on this course is spent with your tutors (either face to face or online) in lectures, seminars, workshops etc. Study and assessments will be based on your choice of modules. Your module specification/course handbook will provide full details of the assessment criteria applying to your course.

Feedback (either written and/or verbal) is normally provided on all coursework submissions within three term time weeks – unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results. Feedback on final coursework is available on request after the publication of results.

*based on 21/22 programme specifications

Further information

The teaching year normally starts in September with breaks at Christmas and Easter, finishing with a main examination/assessment period around May/June. Timetables are normally available one month before registration.

Your course is made up of modules and each module is worth a number of credits. Each year you study modules to the value of 120 credits, adding up to 360 credits in total for a bachelor’s qualification. These credits can come from a combination of core, compulsory and optional modules but please note that optional modules may not run if we do not have enough students interested.

If you achieve 120 credits for the current stage you are at, you may progress to the next stage of your course, subject to any professional, statutory or regulatory body guidelines.

Teaching excellence

The University of Huddersfield has been rated Gold in all three aspects of the Teaching Excellence Framework (TEF) 2023. We were the only university in Yorkshire and the Humber and the North West to achieve Gold ratings in all three aspects of the TEF among those announced in September 2023. In fact only 13 Universities, out of the 96 that were announced in September 2023, were Gold in all three ratings.
Further proof of teaching excellence: our staff rank in the top three in England for the proportion who hold doctorates, who have higher degrees, and hold teaching qualifications (HESA 2024). So, you’ll learn from some of the best, helping you to be the best.
We are first in the country for National Teaching Fellowships, which mark the UK’s best lecturers in Higher Education, winning a total of 22 since 2008 (2023 data).
We won the first Global Teaching Excellence Award, recognising the University’s commitment to world-class teaching and its success in developing students as independent learners and critical thinkers (Higher Education Academy, 2017).

ASPIRE

As part of your degree, you’ll study the ASPIRE modules. ASPIRE is a series of modules that are designed to equip you with the valuable qualities that we know employers are looking for. Embedded within your degree programme, ASPIRE will enable you to develop and demonstrate subject specific skills and knowledge, which can help to set you apart from other graduates. These modules will contribute towards your course level 5 CMI accreditation.

Entry requirements

To find out if you’re eligible to start this course in September 2024 and get more information on how to apply, please see our Clearing pages or call our Clearing Helpline on 0333 987 9000 01484 472777.

If you’re interested in studying this course in September 2025, please view the 2025-26 course information.

What our students have to say

The University of Huddersfield offers a diverse and vibrant student environment, located on one central town centre campus site. Huddersfield Business School provides you with a modern, professional environment in which to learn and develop, located right next to the Huddersfield Narrow Canal it's in a leafy and picturesque location at the heart of the campus.

Watch our profile video to hear Gergana describe why she chose the University of Huddersfield.

Placements

The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.

Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to you on placement courses as well as giving advice in areas such as interview skills and preparing CVs and covering letters.

Previous placement providers have included Boxer Gifts, Buy it Direct, Compliance 365, Cummins Turbo Technologies, Digital Velocity, Enterprise rent a car, EPY, Hewlett Packard Enterprise, Malaysian Development Industrial Finance Berhad (MIDF), Mamas and Papas, Microsoft, National Physical Laboratory, PPG Architectural Coatings EMEA, PZ Cussons, Smiler Service Ltd, The Baby Room, The Sharp Agency, Thornton and Ross, Vizulate, Walt Disney, Weidmann and Xtra Mile Marketing.

The placement year is a valuable tool that can enhance your employability and help you to develop as an individual. It is acknowledged that graduates with industry experience are generally much more attractive to employers.

You can find more information on placements here.

Completing a placement year can give you a deeper understanding of your course and helps you put the theories and knowledge you learn into real-world scenarios. A placement is a good inspiration for the final year dissertation and can really help you learn more about the subject you are studying.

Nathan Young, Industrial Sales Placement, placement at Cummins

Your Career

Previous graduates from this subject have gone on to roles such as global marketing executive, account manager, PR executive, digital marketing executive and marketing manager in organisations including the Walt Disney Company, Hewlett Packard (HP), Lloyds Banking Group, the NHS, Asda and Havas Media (global media agency).**

* percentage of our undergraduate students go on to work and/or further study within fifteen months of graduating.*

*HESA Graduate Outcomes 2020/21, UK domiciled, other activities excluded.

**Source: LinkedIn

95% Graduates employed*

Professional links and accreditations

Huddersfield Business School is an accredited member of AACSB International—The Association to Advance Collegiate Schools of Business. Less than 6% of business schools worldwide have obtained this prestigious accreditation.

AACSB-accredited schools have successfully undergone a rigorous review process conducted by their peers in the business education community, ensuring that they have the resources, credentials, and commitment needed to provide students with a first-rate, future-focused business education. As a result, AACSB-accredited schools produce graduates who are highly skilled and more desirable to employers than other non-accredited schools.

These accreditations are reviewed on a regular basis.

Career support

We know you’re coming to university to study on your chosen subject, meet new people and broaden your horizons. However, we also help you to focus on life after you have graduated to ensure that your hard work pays off and you achieve your ambition.

So while you’re here (and even after you graduate) the Careers and Employability Service offer professional help, support and guidance, including industry-supported workshops, careers fairs and one-to-one guidance sessions. Find out more about the service

Further study

Progression to a postgraduate course is dependent on successful completion of your undergraduate studies, there may also be minimum qualification requirements such as a first class or higher second (2.1) degree. Please check the course details to confirm this.

Inspiring Graduate

An undergraduate degree from the University of Huddersfield could be the start of an exciting career in your chosen field. Our graduates go on to succeed in a whole range of exciting careers. Here's just one example.

As a graduate of the University of Huddersfield you'll become a member of our alumni community, allowing you to stay in touch and continue to access university services.

My course has enabled me to study a broad range of topics within the world of marketing which has allowed me to gain a greater understanding of where I'd like to take my career in the future. I'd also enjoyed having the opportunity of meeting and building relationships with people from all walks of life and from all four corners of the world, which without going into higher education I would not have been able to experience.

Rihab Iqram, BA(Hons) Marketing

These accreditations are reviewed on a regular basis.

Career support

As a graduate of the University of Huddersfield you'll become a member of our alumni community, allowing you to stay in touch and continue to access university services.

My course has enabled me to study a broad range of topics within the world of marketing which has allowed me to gain a greater understanding of where I'd like to take my career in the future. I'd also enjoyed having the opportunity of meeting and building relationships with people from all walks of life and from all four corners of the world, which without going into higher education I would not have been able to experience.

Rihab Iqram, BA(Hons) Marketing

Student support

At the University of Huddersfield, you'll find support networks and services to help you get ahead in your studies and social life. Whether you study at undergraduate or postgraduate level, you'll soon discover that you're never far away from our dedicated staff and resources to help you to navigate through your personal student journey. Find out more about all our support services.

Within Huddersfield Business School, there are numerous student support services that you can access to ensure that you make the most of your time with us. In terms of academic support, we have highly qualified Academic Skills Tutors who are able to provide support to those of you who require help in improving your academic skills in areas such as academic writing, presentation techniques, referencing etc. We also offer additional support to our International students by giving free language support sessions to our Final Year/Top-Up and Postgraduate students and co-ordinate the ‘Bud In Hud ‘ programme which provides opportunities for both International and Home students to meet and socialise in an informal setting.

We also have a team of Student Guidance and Support Officers within the School who can provide support and advice to you with any non-academic issues such as health issues, financial problems or personal issues, you may be facing which are having an effect on your ability to study to the best of your abilities. Drop in sessions are always available so you can pop in and have a confidential chat about how we can help and what support is available to you.

Our support services are here to ensure that you are able to achieve your academic, professional and personal potential during your time with Huddersfield Business School.

Fees and Finance

Tuition Fees - full-time

The full-time undergraduate tuition fee for 2024/25 entry will be £9250.

Tuition fees will cover the cost of your study at the University as well as charges for registration, tuition, supervision and examinations. For more information about funding, fees and finance for UK students, including what your tuition fee covers, please see Fees and finance.

If you are an EU or international student coming to study at the University of Huddersfield, please visit the International Fees and Finance pages for full details of tuition fees and support available.

Please email the Student Finance Office or call 01484 472210 for more information about fees and finance.

Fees and Finance

Tuition Fees - full-time

The full-time undergraduate tuition fee for 2024/25 entry will be £9250.

Please email the Student Finance Office or call 01484 472210 for more information about fees and finance.

Important information

Although we always try and ensure we deliver our courses as described, sometimes we may have to make changes for the following reasons

When you enrol as a student of the University, your study and time with us will be governed by our terms and conditions, Handbook of Regulations and associated policies. It is important that you familiarise yourself with these as you will be asked to agree to them when you join us as a student. You will find a guide to the key terms here, along with the Student Protection Plan.

Although we always try and ensure we deliver our courses as described, sometimes we may have to make changes for the following reasons

Changes to a course you have applied for but are not yet enrolled on

If we propose to make a major change to a course that you are holding an offer for, then we will tell you as soon as possible so that you can decide whether to withdraw your application prior to enrolment. We may occasionally have to withdraw a course you have applied for or combine your programme with another programme if we consider this reasonably necessary to ensure a good student experience, for example if there are not enough applicants. Where this is the case we will notify you as soon as reasonably possible and we will discuss with you other suitable courses we can transfer your application to. If you do not wish to transfer to another course with us, you may cancel your application and we will refund you any deposits or fees you have paid to us.

Changes to your course after you enrol as a student

Changes to option modules:

Where your course allows you to choose modules from a range of options, we will review these each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback or demand for certain modules. We will always ensure that you have an equivalent range of options to that advertised for the course. We will let you know in good time the options available for you to choose for the following year.

Major changes:

We will only make major changes to non-optional modules on a course if it is necessary for us to do so and provided such changes are reasonable. A major change is a change that substantially changes the outcomes, or a significant part of your course, such as the nature of the award or a substantial change to module content, teaching days (part time provision), type of delivery or assessment of the core curriculum. For example, it may be necessary to make a major change to reflect changes in the law or the requirements of the University’s regulators or a commissioning or accrediting body. We may also make changes to improve the course in response to student, examiners’ or other course evaluators’ feedback or to ensure you are being taught current best practice. Major changes may also be necessary because of circumstances outside our reasonable control, such as a key member of staff leaving the University or being unable to teach, where they have a particular specialism that can’t be adequately covered by other members of staff; or due to damage or interruption to buildings, facilities or equipment, or pandemics.

Major changes would usually be made with effect from the next academic year, but may happen sooner in an emergency. We will notify you as soon as possible should we need to make a major change and will carry out suitable consultation. If you reasonably believe that the proposed change will cause you detriment or hardship we will, if appropriate, work with you to try to reduce the adverse effect on you or find an appropriate solution. Where an appropriate solution cannot be found and you contact us in writing before the change takes effect you can cancel your registration and withdraw from the University without liability to the University for future tuition fees. We will provide reasonable support to assist you with transferring to another university if you wish to do so.

In exceptional circumstances, we may, for reasons outside of our control, be forced to discontinue or suspend your course. Where this is the case, a formal exit strategy will be followed in accordance with the student protection plan.

The Office for Students (OfS) is the principal regulator for the University.

Business and Digital Marketing Management BA(Hons)

This course aims to cover the core principles of marketing, as well as brands, consumers and how marketing fits into the business environment.

Find out more How to apply

Full-time

Undergraduate

View more courses

Start date

Duration

About the course

Reasons to study

Why study Marketing BA(Hons)

Course detail

Marketing in Practice

Global Business Management

Introduction to Digital Marketing Communications

Marketing and Society

Organisational Behaviour

Principles of Marketing

The Marketing Researcher

Social Media Marketing

Brands and Branding

Services Marketing

Developing Creative Marketing Content

Consumers and Consumption

The Marketing Professional

Digital Campaigns and Communications

Creative Consultancy Project

Strategic Marketing Planning

Undergraduate Dissertation

International Marketing

Marketing for Small Business

Entry requirements

What our students have to say

Placements

Your Career

Career support

Student support

Fees and Finance

Fees and Finance

Important information

Changes to a course you have applied for but are not yet enrolled on

Changes to your course after you enrol as a student

Changes to option modules:

Major changes:

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Business and Digital Marketing Management BA(Hons)