BA Joint Hons Economics & Marketing

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Key facts

  • UCAS Code: LN15
  • Start date: Sep 2020
  • Ranked: 6th in the UK for Marketing (Complete University Guide 2020)

  • Marketing Society Awards competition: win 3-month paid internship

  • Applicant visit days: these take place in March each year

Study with us

  • use key economics concepts and models to better understand real-world problems
  • develop excellent analytical and problem-solving skills that are highly valued by employers
  • gain the ability to explain complex data in simple terms to a diverse audience
  • benefit from the opportunity to take part in student competitions to win paid internships
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Why this course?

Following the recent global economic crisis, economics is more important and relevant than ever. Decisions on money, banking, interest rates, taxation and government spending affect us all, with global consequences.

Economics aims to understand the activities of the different agents in the economy – consumers, producers and the government – and how they all fit together.

Our degree will give you the ability to explain complex data in simple terms to different audiences. You’ll also develop excellent mathematical, statistical and problem-solving skills.

The Department of Marketing at Strathclyde is recognised as one of the leading centres of marketing education and research in the UK.

This course will help you develop the skills for a variety of marketing and management careers. You’ll understand customer requirements, added-value products and services and the role of communications in customer satisfaction.

Exterior of Strathclyde Business School with students walking past

Create your own course

Modern business is too complex to be covered by a single subject: modern managers need to have a broad outlook.

You choose basic classes in business and other disciplines, alongside the Business School’s Management Development Programme. You’ll study a wide variety of subjects and create a curriculum to suit your interests and needs.

You also have the opportunity to try new subjects, some of which you won’t have experienced at school or college. At the beginning of Year 2, you choose two subjects to continue studying in Years 2 and 3. You’ll also select a third, ‘minor’ subject and take further Management Development skills classes.

Apply under the general UCAS entry code N100 if you’d prefer to discuss your subject choices once you arrive. To study accounting, apply under N400 or one of the other accounting codes listed on the site.

Economics

You’ll study an Introduction to Economics and take core classes in microeconomics and macroeconomics. You’ll build upon this knowledge in later years.

In your final year, in addition to classes that complement macroeconomics and microeconomics studied in previous years, you’ll also undertake a dissertation.

Strathclyde Business School blog

One of the most important resources available to you is being part of the Strathclyde Business School community. One example of this is the Strathclyde Business School Blog, used extensively by staff and students to showcase our activities.

Student competitions

Prizes for best overall performance are awarded to students in all years of study. We also offer a prize for the best final dissertation in economics in the final Honours year of study. All prize recipients will be invited to attend the Graduation Reception for our final year students.

Marketing

You'll learn about the basic principles of marketing and explore marketing within an organisation.

In your final year of study, you'll learn about the value of brands to firms and consumers. Options include International Business Management, Sports Marketing and Social Marketing.

Work placement

Third-year students have the option to study abroad at one of our partner institutions across a number of countries worldwide. This study period can last for one or two semesters.

Student competitions

CIM The Pitch

Each year, students are offered the opportunity to partake in the annual student marketing competition – CIM The Pitch in which students can apply theory to practice for a live brief for a major company operating within the UK. Students from Strathclyde have been awarded first place in this competition in 2018 and 2019. This competition is open to all second, third and Honours year students.

The Marketing Society Awards

Students write an essay, compete in an ‘Apprentice-style’ day in Edinburgh and shortlisted students attend an awards ceremony in May. The prize is a three-month paid internship.

Target Jobs: Scotland Undergraduate of the Year Award

Students must sit a series of online tests, application forms, interviews and assessment exercises, culminating in an awards ceremony in Canary Wharf, London in April. The prize is the chance of a graduate job with a number of leading companies.

These prizes were won by Strathclyde Marketing students in 2018.

QS logo 2019 - 5 stars
Complete University Guide 2020 logo - Top 10 in Marketing
Financial Times European Business Schools Rankings logo 2018
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Course content

Management Development Programme 1

Topics

First Year aims to help you make the transition to the university context. Semester 1 is the Thematic Semester: The World of Business Today and covers topics such as:

  • Social-Ethical-Environmental Governance (SEEG)
  • Business Ethics
  • Disruptive Technologies

Semester 2: Functional Semester: Organisations Today covers topics such as:

  • Creativity & Responsibility
  • Marketing & Sustainability across Domains

Class description

The first year of the programme is centred on the construction of knowledge in classroom setting with theoretical constructs developed. For each topic we’ve recorded a video by a Strathclyde academic who is a leading expert in the field.

You’ll watch these lectures in advance of each session and complete a pre-sessional activity. The pre-sessional work then forms the basis of team based activities work in the classroom (groups of 50 and teams of six-seven) where you develop an agreed understanding of the topic and present this to the group.

The feedback gained from this activity then feeds directly into the assessment for the block. You’ll complete 16 assignments in the two semesters of the class.

Economics

Introduction to Economics
The purpose of this class is to provide you with a balanced introduction to economics which will be at once self-contained and lay the foundation for further study in economics and more generally. The work of the class will be based on a programme of systematic directed reading, supplemented by tutorials, using group projects and in-class short answer tests as cumulative assessment.

Marketing

Introduction to Marketing

Marketing is a key part of any successful business, and a good theoretical and practical knowledge of the subject will be of immense benefit to an aspiring manager or entrepreneur. In this class, you'll be exposed to concepts and ideas from economics, sociology, psychology, geography and other social sciences, all in the context of the competitive business environment.

Management Development Programme 2

Topics

Semester 1 topics include:

  • Working in Business Organisations
  • Working Business Research & Consultancy
  • Working Internationally
  • Working in the Third Sector
  • Rhetorics & Oratory

Semester 2 is about developing the proposal of MDP3; with a presentation and a final report.

Class description

The second year concentrates on developing understanding through industry-specific contextualisation. Sessions are weekly and three hours in length.

The sessions are thematically linked to the pathways for individualised experience in third year whilst also drawing on the theoretical knowledge developed in MDP 1. In order to develop understanding, organisations will deliver a half-day session. This consists of a one hour plenary introduction where the company and case study are introduced. This is followed by the group sessions where you undertake activities in relation to the case study set by the company.

Economics

Microeconomics 2
This is the core microeconomics class in second year. It aims to develop your understanding of: the concepts of consumer choice; the motives of the firm and profit maximisation; the market and its role in achieving equilibrium prices and quantities; and the implications of market power. It will introduce you to mathematical techniques commonplace in economics, giving you the ability to apply these in a wider economic context.  
Macroeconomics 2
The class builds upon the macroeconomic foundations established in the first year Economics class and both extends and deepens analysis. In particular this class will develop your ability to use key macroeconomic models and will also provide an introduction to the analysis of economic data.

Marketing

Semester 1

Understanding Consumers & Markets

Many of the fundamental concepts of marketing are based on an ability to understand consumers and the marketing concept can be implemented more effectively when adequate information about the market and potential consumer behaviour is available. Marketing Research and customer information provide a critical input to the planning and development of a company's marketing strategy in relation to marketing communications, strategic marketing and branding.

Semester 2

Services & Retail Marketing

At the heart of this class is the recognition that services present unique challenges, and that building customer relationships through quality service is fundamental to marketing success in every organisation. Over the past decade the retail sector has been one of the most dynamic areas in business. The retail sector also provides a very clear indication of the overall health and robustness of the economy. The rise or fall of the individual’s disposable income is very quickly reflected in terms of expenditure on items. In this respect, the retail sector acts as the weather vane for the economy.

Management Development Programme 3

The third year of centres on individualised experience in an organisational context through one of the following pathways:

  • Internship/Charities - gain practical experience in a private or third sector organisation. You need to negotiate and locate your own organisation and experience – this is one of the key learning points of the pathway.
  • Research and consultancy - a facility for local small businesses to gain from the experience and expertise of those within SBS. You work on two live business consultancy projects (one in each semester) and, as a team of 6, develop solutions and strategic initiatives for the local SME economy.
  • International experience – only available for students who are undertaking an international exchange for either one semester or full year.
  • Vertically Integrated Projects - working on a cross-faculty basis to research longitudinal projects (including the ‘Bill Gates Toilet Challenge, Solar Panels for Gambia and Enterprise in Schools) you work with a team of students from all levels of study (first year undergraduate to final year PhD) to further the work of the project.

In addition, you’re required to undertake a social responsibility element (this accounts for one quarter of the overall workload).

These have been designed to provide support to the Curriculum for Excellence and the Widening Access to Higher Education programme. There are no formal classes for MDP3 although there is pathway support with the pathway leads and tutor support.

Economics

Microeconomics 3
Adam Smith's hidden hand - markets result in efficient outcomes - doesn't always work. We seek to understand why through the study of market power, externalities and public goods, and then go on to apply these ideas to issues of education, healthcare provision and crime and punishment.
Macroeconomics 3
This class builds on the Macroeconomics you studied in second year by covering four topics in detail: (i) models of economic growth; (ii) the effects of macroeconomic policy in an open economy; (iii) the interrelationships between money growth, output, unemployment and inflation; and (iv) the implications of high government debt.

Marketing

Semester 1

Marketing Communications in the Digital Age

This class will outline and discuss the strategic role of marketing in a digital context, and further elaborate on the integration of digital marketing, social media marketing, mobile marketing and traditional and digital marketing communications. You will learn about the enduring strategic power of marketing communications in a digital world and learn how to plan for effective, strategic communications which integrate a wide range of channels including the traditional communications mix and the extended mix including all the assets of the brand and digital opportunities.

Semester 2

Strategic Marketing in an International Context

This core class addresses the strategy formulation and planning aspects associated with strategic marketing management as it is applied in domestic and international contexts. The class offers students an analytic decision oriented approach for the development and implementation of international marketing strategy.

Economics

Dissertation
The dissertation is an important part of the fourth year programme. Single Honours Economics BA students are required to submit a dissertation in Economics while Joint Honours BA students may submit a dissertation in Economics or in their other Honours subject.

Elective classes

Microeconomics 4
Game Theory and Information Economics, the topics of this class, consider market failure resulting from two different sources: individuals pursuing their own self-interest at the expense of others; and information asymmetry which alters the way agents behave. Methods to alleviate these market failures will also be considered.
Macroeconomics 4
This class aims to provide you with the required tools to understand current macroeconomic issues, such as the interactions between the banking sector and monetary policy or the policy responses to the global financial crisis.  Throughout the class, the analytical usefulness of the theoretical models taught is illustrated with real-world examples.
Introduction to Econometrics
This class builds upon the empirical content of Macroeconomics 2 and further develops your ability to analyse economic data. In addition, this class lays the foundations for further study of econometrics at Honours level.
Economics of Firms & Industries
This class introduces you to different industry structures and studies the behaviour of firms within those structures.  The material builds on the study of the theory of the firm presented in Microeconomics 2 and provides a foundation for the study of industrial organisation at Honours level.
Industrial Economics
This course investigates the actions that firms in an industry might take to preserve their profit in that industry, and the implications that this has for competition policy and regulation. We take an analytical approach to the issues which will be supported by examining case studies and current events.
Applied Econometrics

In the third year econometrics class you’ll have learned about regression in both a cross-sectional data and time series data context. This class extends that knowledge in three ways.

First, for cross-sectional data, the class deals with regression techniques where the dependent variable may be restricted or limited in some way. In such cases, the regression model as taught in the third year class is not appropriate; this class develops models which are similar in spirit to the standard regression model, but can handle all of these cases.

A second purpose of Applied Econometrics is to develop regression methods which can be used when you have panel data - consisting of both cross-sectional and time-series dimensions.

Third, the class will build on the introduction to the econometrics of time series data developed in this class by developing two classes of models.

Financial Development & Economic Growth

This class gives a balanced view of the role of finance in promoting long-run economic growth, but also booms and busts. The nature and role of financial intermediaries will be introduced, and, afterwards, formally addressed in a simple aggregate growth model. Empirical evidence will be examined, before turning to the specifics of micro-finance. The importance of financial globalisation will also be investigated. Finally, the rest of the class will be devoted to deciphering the causes and consequences of the current financial crisis.

Behavioural Economics

Behavioural Economics offers alternative theories that merge psychological insights with economic theory and are based on experimental and other evidence, that attempt to provide a better explanation of real-world behaviour.

This class is concerned with exploring these new behavioural theories with the aim of providing you with an expanded toolkit with which to approach ‘real-world Economics’ that is based on the burgeoning Behavioural Economics literature that has emerged over the past two or three decades.

After studying this, you should be able to extend much of your previously-learned knowledge in Microeconomics in various directions that take into account more realistic ways of modelling how individuals behave.

Natural Resource, Environmental & Energy Economics

The class provides you with an introduction to natural resource, environmental and energy economics and policy. It focuses on the contributions of economics to understanding environmental, energy and resource problems, their causes, and the design of effective public policies to counteract them.

Marketing

Brand Management

The importance of brands raises significant questions of how to develop brand equity and how to communicate a branding strategy of differentiation, value and identification. The role of the Brand Manager is reviewed along with formulating the necessary communication strategies to build brand equity and secure market share.

More recent approaches in this vein suggest that the traditional Brand Management approach is all too limited, leaving many questions unanswered. Consequently more recent approaches address the co-construction of brand value, through viral branding, using social media, co-branding and brand extensions. In this respect, the principles of branding are now being applied beyond simply new product development, to such strategies as places, communities and countries.

Other key strategies that may be discussed include, luxury branding, nation branding, business-to-business branding and corporate brands.

Dissertation
The dissertation is an important part of the fourth year programme. Single honours students are required to submit a dissertation in Marketing while joint Honours students can submit a dissertation in Marketing or in their other Honours subject.

Elective classes

Social Marketing

This course aims to build foundational knowledge of traditional commercial-oriented Marketing, by examining applications of Marketing in a social context. Each year millions of pounds are spent world-wide to combat health and social problems such as HIV/AIDS, smoking, drug and alcohol abuse and rising obesity levels. At the same time excessive consumptions burdens society with building landfills and increasing pollution. Meanwhile there are still people who consume 'too little' and who suffer from hunger.

The class considers recent research in a variety of Social Marketing contexts and material is continuously updated to ensure that students gain an understanding of the most relevant and critical Social Marketing trends.

Advances in Consumer Behaviour

This class provides students with an understanding of some of the contemporary issues and challenges in understanding consumers. Building on the undergraduate Consumer Behaviour class, this module aims to develop students’ ability to analyse consumer behaviour in a variety of situations and to explore the complexity of 21st century consumption.

The class reviews consumer trends and the significance of consumer culture, and then explores topics that are the focus of recent research attention. Current topics include consumer identity (possessions and body image); consumer vulnerability; postmodern consumers; consumer tribes; consumption spaces; consumers and celebrities and consumers and ethics.

Managing Customer Relationships
The class explores the development of relationship marketing from its transactional roots and introduces concepts such as: CRM, customer loyalty, customer equity and customer perspectives on relationships. A contemporary look at relationships within marketing is introduced through examination of S-D Logic, co-creation and customer engagement, these highlight how firms build and utilise relationships with a customer ‘resource’ to create and offer increasingly more specialised and individualised offerings.
International Business Management

This class examines the theoretical underpinnings which help explain the operations of such enterprises, covering both international business strategy and international business management. This will be achieved by exploring contemporary issues in academic thought and international business practice.

Managing Integrated Marketing Communications: Theory & Practice

The class will create a learning environment in which students can enhance their knowledge of relevant marketing communications theories and develop the necessary analytical, creative and decision-making skills required to effectively manage IMC in a variety of contexts.

Sports Marketing

This class provides you with an opportunity to study and apply marketing principles and concepts to a sector that has gained increasing significance in society world-wide. We’ve witnessed the emergence of a sports culture in many countries. This, in turn, has led to the emergence of sport as a global industry.

Sport is one of the most important sectors in the UK in terms of spectator interest, participation and consumer spending. It is also a varied industry consisting of sports products as well as sports services, spectator sports, sports media and sport-related travel.

Small Business Marketing

Given the evolving nature of the job market, evidence suggests that 40% of graduates are now working in 'graduate level' jobs within SMEs. Alongside this, evidence suggests that SME graduate jobs show a concentration towards niche sectors such as marketing. As such, the aim of this class is to provide a theoretical grounding in marketing through the lens of small business organisations.

By focusing on SMEs rather than larger organisations it will provide a contrast with the prevailing focus of marketing and highlight how marketing is different in a small firm and how this translates into SME marketing competencies. Upon completion of this class student will be able to pitch themselves more favourably towards SME employers.

Tourism Marketing

This class explores underlying marketing processes and builds on traditional marketing elements in the context of tourism, considering both supply (destination/ community) and demand (consumer) perspectives. The class will explore a number of theories related to both marketing and tourism, as well of the application of these theories to real world cases, to ensure students gain an enhanced understanding of the tourism industry.

Triple-accredited business school

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EQUIS accreditation logo
AMBA accreditation logo

Assessment

The majority of classes involve a final unseen exam which is normally at the end of the semester. This is usually supplemented by individual and/or group coursework.

In some cases, you can get an exemption from the final exam if you achieve a specific mark for your coursework (and satisfy attendance requirements). You’ll normally have one opportunity to be re-assessed for a failed class. For exams, this usually takes place during the summer.

Assessment methods are varied and also include business reports, case studies, essays, presentations, individual and group projects, learning journals and peer assessments.

Learning & teaching

Teaching is over two semesters in blocks of 12 weeks. Classes are taught through lectures, tutorials and seminars, alongside team-based projects, online materials, practical labs, online wikis, problem-based learning and interactive sessions using personal response systems.

External contributors from partnership corporate organisations are involved in teaching and/or assessment of student presentations.

Throughout the degree programme, there will be guest lectures from industry and our international partners.

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Entry requirements

Required subjects are shown in brackets.

Highers

Standard entry requirements:

  • 1st sitting: AAAB/AABBB
  • 2nd sitting: AAABBB

(Higher English B; Maths National 5 B, or equivalent; Higher Maths A for combinations with Accounting or Maths & Statistics; Higher Maths B for combinations with Finance)

Minimum entry requirements*:

  • 1st sitting: AABB/ABBBB
  • 2nd sitting: AABBBB

(English B; Maths National 5 B; Higher Maths B for Finance combinations)

*Find out if you can benefit from this type of offer.

A Levels

ABB-BBB

(GCSE English Language 6/B or Literature 6/B, or an essay-based A Level B may be considered in lieu of English; GCSE Maths 6/B; A Level Maths A for combinations with Accounting or Maths & Statistics; A Level Maths B for combinations with Finance)

International Baccalaureate

36

(no subject below 5 and including English SL5, Maths/Maths studies SL5; Maths HL6 for combinations with Accounting or Maths & Statistics; Maths/Maths studies SL6 for combinations with Finance)

HNC/HND

 Relevant HNC/HND, A in Graded Units; for advice on entry to Year 2 contact Business School Admissions:

+44 (0)141 548 4114
sbs-adviser@strath.ac.uk

International students

Find out entry requirements for your country by visiting our country pages

Widening access

We want to increase opportunities for people from every background. Strathclyde selects our students based on merit, potential and the ability to benefit from the education we offer. We look for more than just your grades. We consider the circumstances of your education and will make lower offers to certain applicants as a result.

Find out if you can benefit from this type of offer.

Degree preparation course for international students

We offer international students (non-EU/UK) who do not meet the academic entry requirements for an undergraduate degree at Strathclyde the option of completing an Undergraduate Foundation year programme at the University of Strathclyde International Study Centre.

Upon successful completion, you will be able to progress to this degree course at the University of Strathclyde.

International students

We've a thriving international community with students coming here to study from over 100 countries across the world. Find out all you need to know about studying in Glasgow at Strathclyde and hear from students about their experiences.

Visit our international students' section

map of the world

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Fees & funding

2020/21

All fees quoted are for full-time courses and per academic year unless stated otherwise.

Scotland/EU

TBC

Fees for students domiciled in Scotland and the EU are subject to confirmation in early 2020 by the Scottish Funding Council.

(2019/20: £1,820)

Rest of UK

TBC

Assuming no change in RUK fees policy over the period, the total amount payable by undergraduate students will be capped. For students commencing study in 2020/21, this is capped at £27,750 (with the exception of the MPharm and integrated Masters programmes), MPharm students pay £9,250 for each of the four years. Students studying on integrated Masters degree programmes pay an additional £9,250 for the Masters year with the exception of those undertaking a full-year industrial placement where a separate placement fee will apply.

(2019/20: £9,250)

International

£15,300

University preparation programme fees

International students can find out more about the costs and payments of studying a university preparation programme at the University of Strathclyde International Study Centre.

Additional costs

Economics

Course materials

Course materials comprise both textbooks and course handbooks. All of the compulsory handbooks are available to students free on the Virtual Learning Environment (VLE). Some classes may have a recommended core textbook which you may wish to purchase but copies will be available in the University Library.

Other costs

  • dissertation print & binding costs
  • graduation gown hire

Marketing

Course materials & costs

Course materials comprise both textbooks and course handbooks. All of the compulsory handbooks are available to students free on the VLE. Recommended text cost on average £50 per text. Copies are available free from the library.

Honours students - cost of binding 1 copy of dissertation. The printing costs are four pence per page in black and white at the University and £3 for binding.

Placements & field trips

Sector Study is an elective that is not a compulsory part of the course, that is taught on location (this year Venice and Seville). The students who do take the Sector Studies class must pay their own transport to and from Venice or Seville and also their accommodation arranged by the Department. The tuition fee for the course covers tuition for all of the electives including the Sector Studies option. Each student is required to pay a small administration fee to secure their place. Some Overseas students may have an additional Shengen Visa cost as Britain is not included in this travel pass. 

Available scholarships

Take a look at our scholarships search for funding opportunities.

Please note: All fees shown are annual and may be subject to an increase each year. Find out more about fees.

How can I fund my studies?

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Students from Scotland and the EU

If you're a Scottish or EU student, you may be able to apply to the Student Award Agency Scotland (SAAS) to have your tuition fees paid by the Scottish government. Scottish students may also be eligible for a bursary and loan to help cover living costs while at University.

For more information on funding your studies have a look at our University Funding page.

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Students from England, Wales & Northern Ireland

We have a generous package of bursaries on offer for students from England, Northern Ireland and Wales:

You don’t need to make a separate application for these. When your place is confirmed at Strathclyde, we’ll assess your eligibility. Have a look at our scholarship search for any more funding opportunities.

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International Students (Non-UKScholarships, EEA)

We have a number of scholarships available to international students. Take a look at our scholarship search to find out more.

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Careers

Our Economics graduates find work in accountancy and business services, retail and investment banking, insurance, government and industry. Job titles include:

  • Economist
  • Auditor
  • Management Accountant
  • Business Analyst
  • Investment Analyst
  • Risk Consultant
  • Commercial Manager

Graduates who specialise in marketing have excellent business awareness and can analyse and present information with good communication skills. They find jobs in the drinks, finance and service sectors, with roles including:

  • Brand Manager
  • Media Executives
  • Retail Buyers

Glasgow is Scotland's biggest & most cosmopolitan city

Our campus is based in the very heart of Glasgow, Scotland's largest city. National Geographic named Glasgow as one of its 'Best of the World' destinations, while Rough Guide readers have voted Glasgow the world’s friendliest city! And Time Out named Glasgow in the top ten best cities in the world - we couldn't agree more!

We're in the city centre, next to the Merchant City, both of which are great locations for sightseeing, shopping and socialising alongside your studies.

Find out what some of our students think about studying in Glasgow!

Find out all about life in Glasgow
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Economics & Marketing

Qualification: BA

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Contact us

General enquiries

Business School Admissions

Telephone: +44 (0)141 548 4114

Email: sbs-adviser@strath.ac.uk

Course-specific enquiries

Economics

Telephone: +44 (0)141 548 4326

Email: economics@strath.ac.uk