Marketing, Advertising and Communications 2012 Entry

Honours Degree

“Business has only two functions — marketing and innovation.”
Peter Drucker

Pathways include:

Marketing, Advertising and Communications
Marketing Management and Branding

Marketing is one of the most contentious intriguing and creative areas within business and commerce. Through high profile activities such as advertising and promotions, marketing has become a fundamental driver of modern consumer society. More than this, marketing can be viewed as an approach to business that places customer satisfaction at the heart of the enterprise. We’ll challenge you to consider the implications of these issues and stretch your imagination as you learn the craft of modern marketing.

Our marketing degrees will equip you with the knowledge and skills to tackle a wide variety of marketing and advertising problems, combining theory with a practical approach. In your first year, as well as getting to grips with marketing and communications fundamentals, you’ll have the opportunity to work on real-world projects such as TV advertisements, music videos and new product launches. You’ll also develop specialist skills in areas such as copywriting and creative thinking. The opportunity to combine your studies with language options will ensure that you’re fully equipped to meet the challenges of today’s global economy.

You will be able to choose one of two programmes:

Marketing, Advertising and Communications
This programme is designed to equip you for a career as a marketing communications specialist in a creative agency or client firm. You’ll gain an indepth understanding of how marketing communications influence society and individuals, developing your talents in areas such as persuasive advertising, e-marketing and public relations.

During your studies, there will be frequent opportunities to work on ’live’ marketing communications briefs and real world cases. In your second year, you’ll work as part of a team to pitch your ideas for an advertising campaign to an external client in a competitive situation. The final year Campaign Planning module is designed to replicate a ‘real world’ agency situation, drawing on the knowledge and skills that you’ve developed throughout your studies. You’ll work as part of an agency team with your own individual client to develop a fully integrated marcomms campaign. You’ll then pitch your ideas the client in a live presentation.

Combining theory with hands-on experience , this programme will put your creativity to the test and ensure that you’re fully equipped to meet the demands of today’s marcomms employers.

Marketing Management and Branding
Designed to place you in the brand manager’s driving seat, this programme will equip you with the knowledge and skills to tackle a wide variety of strategic marketing and brand management problems. You’ll appreciate the contribution of successful brands to the wealth of companies and gain an in-depth understanding of how companies create and maintain brand success. You’ll also learn about the vital importance of brands to us as consumers and the roles that they perform in our daily lives.

In your second year, you will study subjects such as marketing research, international marketing, e-marketing and marketing management, ensuring that you have the breadth of knowledge and skills required of marketing managers in today’s global, interconnected economy. The New Product and Brand Development module will then give you the opportunity to put theory into practice by delivering a business case and launch plan for a new brand.

The final year focuses on the strategic dimensions of marketing and brand management. A marketing simulation is used to provide a realistic environment in which to develop and practice your strategic and tactical decision making skills and apply the knowledge that you’ve gained through earlier elements of the programme.

Placement
You have the opportunity to work for a year on a paid placement that counts as part of your studies. When you graduate, you’ll be more employable and likely to receive a higher starting salary. A dedicated placements team is on hand to assist you throughout the process of finding a suitable placement.

Some of our modules

Marketing Fundamentals
Understanding International Markets
Marketing Simulation
Persuasive Advertising
New Product and Brand Development
E-Marketing
Strategic Marketing
International Marketing
Campaign Planning

Career paths

agency account executive
marketing research analyst
product or brand manager
media planner

Are there any placements for this course?

Optional one year placement

How will the course be assessed?

Methods include; essays, reviews and reports; seen and unseen examinations; independent and self managed research projects; external placement and post-placement project; individual and group portfolios of work, group presentations, projects and practical activities; reflective diaries; in-class tests; role play; case studies; and field trips and projects.

Entry requirements

Points for degree: 240-280 points using the UCAS Tariff system

Location

The Park

Profile: Tom Kirkham

"An end-of-module presentation where I made a pitch proved invaluable in helping me to understand what goes into a detailed Marcomms campaign and contributed to my obtaining summer work experience at various London companies."

The things that struck me when I visited the university on an Open Day, were the environment in which the campus was situated, the area in general and information about the course, which I found extremely engaging. I also had the chance to talk to a couple of lecturers which really helped me make up my mind that this was the right place for me. In fact, I didn’t even attend any other Open Days after coming to this one. Park Campus specifically is a beautiful place to look round and I felt immediately at home.

There is fantastic variety of lecturers delivering the course that are both knowledgeable and enthusiastic and I love the diversity in lecture and seminar techniques. The course has already given me the confidence to believe that I will gain the vital knowledge to one day become a successful marketing manager and eventually set up my own company. An end-of-module presentation where I made a pitch proved invaluable in helping me to understand what goes into a detailed Marcomms campaign and contributed to my obtaining summer work experience at various London companies.

During the summer after my first year of study, I worked in marketing for Eurostar (where I helped to launch the 'Explore' campaign) and for Baker Tilly and Thomson, Snell and Passmore. The latter two companies allowed me to see how different service marketing is from product marketing. With regard to the service sector, as I hadn’t yet tackled this subject in my lectures, it really opened my eyes to the different techniques involved in service campaigns.

During my work experience placements, the knowledge and skills that I’d gained from my course meant that I understood what I was being asked to do and I was also able to come up with some of my own ideas that I thought would be useful in their marketing strategies.

When I complete my course, I hope to get a job as a marketing assistant and work my way up to a management position. From there, I’d like to move abroad and gain more experience, perhaps in sales, with a view to finally ending up in an account management role.

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