BA Joint Hons Human Resource Management & Marketing

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Key facts

  • UCAS Code: NN65
  • Start date: Sep 2019
  • Accreditation: triple-accredited Business School - AACSB, EQUIS, AMBA
  • Study abroad: study in Europe & North America

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

  • Marketing Society Awards: win a three-month paid internship

Study with us

  • learn about recruitment and selection, training and developing, rewards, diversity and managing conflict at work
  • study in an accredited centre for the teaching of Human Resource Management
  • develop skills for a variety of marketing, human resource and management careers
  • join our HRM Society and share knowledge and practice, awareness of careers and build relationships with alumni and employers
  • benefit from the opportunity to take part in student competitions to win paid internships
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Why this course?

We offer some of the best teaching in Human Resource Management (HRM) in both Scotland and the UK

This course covers areas such as recruitment and selection, training and developing and managing conflict at work. These are an important part of the management process in all organisations.

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.

Triple-accredited business school

AACSB accreditation logo
EQUIS accreditation logo
AMBA accreditation logo

What you’ll study

Human Resource Management

Year 1

The introductory class – Managing People – provides an overview of HRM.

Years 2 & 3

Core classes cover more in-depth HRM theories and techniques. Year 2 focuses on workplace behaviour from an organisational psychology point of view. Year 3 focuses on more sociological theories. Options include classes in employee development and equality and diversity.

Year 4

You’ll study a range of specialist classes at single or joint Honours.

Study abroad

In year 3 you'll have the opportunity to study in Europe, North America and elsewhere for one or two semesters.

Student competitions

The Peter Bain Prize is awarded each year to the student with the highest mark for their dissertation.

The HRM Society

The HRM Society is run by our students for our students. It aims to bring together all year groups into one network where they can share knowledge and practice, awareness of careers and build relationships with alumni and employers.

Marketing

Year 1

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

Year 2

Students will look at areas including the factors that influence buyers and the challenges that marketers face in the retail and service sectors.

Year 3

You'll learn the fundamentals of both traditional and digital marketing communication along with gaining an understanding formulating a strategic marketing plan.

Year 4

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 are able to 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

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

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.

Human Resource Management

Managing People
In recent years the task of managing employees has been made more challenging by rapid changes in the business environment. This class focuses on the contemporary and practical issues of how people are organised and managed in the workplace and examines theoretical perspectives which help our understanding of the complex relationship between the employer and employee in facilitating the organisation and production of goods and services.

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.

Human Resource Management

Work Psychology
This class develops understanding of managing people from a psychological perspective through understanding behaviour, attitudes, motivation and wellbeing of people at work. Areas covered include what leads to positive employee work attitudes like job satisfaction, organisational commitment, and their outcomes in terms of work behaviour, such as job performance, withdrawal, absenteeism, turnover, fair treatment and trust.
Work Psychology for Human Resource Management
This class looks at applying psychological theories explaining effectiveness and well-being of people at work to Human Resource Management as an approach to managing people and the employment relationships. Areas covered include organisational and individual decision-making relating to the recruitment and selection process, the impact of performance management on employee perceptions, team working, and the impact of leadership on attitudes and trust.

Marketing

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.

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.

Human Resource Management

Work, Employment & Society
This class critically explores changes in the nature of work, employment and society through investigating the extent to which current developments in the workplace can be seen to represent a fundamental shift in the nature of workplace regulation. It'll provide contrasting and complementary perspectives on workplace behaviour to those provided in year 2.
Employment Relations
You'll be introduced to the British system of employment relations, and the general principles, processes and outcomes. It'll consider different theoretical approaches to the study of employment and industrial relations and then examine the role and objectives of trade unions, employers and the state, and their interactions in collective bargaining, employee participation and industrial conflict.

Marketing

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.

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.

Human Resource Management

Advanced Organisational Behaviour
This class draws on current themes in work and organisational psychology, and HRM understood from the perspective of micro-organisational behaviour theory and research. It's structured around the concepts of Reframing Organisations and, although the emphasis is on ‘micro’, or individual-level, approaches to organisational behaviour, ‘reframing’ takes into consideration more ‘macro’ or sociological and critical management approaches as well.
HRM & Employment Relations in Public Services

The aim of the module is to provide you with a critical understanding of the context and content of ‘New Public Management’ and alternative public management reform strategies. There's particular reference to impacts on HRM and employment relations.

The module will enable you to compare how different countries’ reform trajectories have impacted on changes in HRM and employment relations.

Perspective on Work & Employment
This module builds on the year 3 class, Work, Employment and Society, and explores the contribution of social theory to understandings of the contemporary conditions of work and organisations.
Human Resources in the Global Economy
This class looks at HRM within a broader understanding of globalization and the international political economy. It places current themes in an international and comparative perspective by analysing and comparing different national ‘models of management’, and a range of employee response to them and, amongst other things, asks questions about the ways in which these management practices are disseminated by multinational companies (MNCs).

Marketing

Compulsory classes

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.

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, and interactive sessions using personal response systems.

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

Many of our Marketing classes have guest speakers throughout the year from leading experts e.g. Procter & Gamble, Clydesdale Bank, Accenture, Leith Agency, LIDL.

The innovative and highly acclaimed Management Development Programme (MDP) is at the core of our undergraduate degrees in the Business School and comprises a series of classes which you take throughout Years 1 to 3. 

You develop knowledge and skills in key areas of management, and team-working, communication and decision-making skills, all of which are highly sought-after by employers.

Major employers and alumni from all sectors are involved in the MDP, participating in group sessions, observing student presentations, and providing feedback. Organisations involved include Barclays, Deloitte, Procter & Gamble and Ernst & Young. In first year the best teams are selected to present to senior staff in one of the sponsoring organisations, and there are prizes for the best projects.

The programme builds your confidence and entrepreneurial capabilities and promotes awareness of globalisation and ethical issues in personal and business decision-making. In Year 3, you develop your own pathway from internships, involvement with business projects, engagement in interdisciplinary activities and business clinics. 

Assessment

The majority of classes involve a final unseen exam which is normally at the end of the semester. This is normally 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 satisfying attendance requirements).

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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; 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; 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; 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

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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

Human Resource Management

Course materials

Students are encouraged to purchase the core textbook for each HRM module but copies are also available in the University library (approximate cost £40-50 per textbook).

Other costs

Students are responsible for costs of printing and binding of final project (approximate cost £50).  

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

We have a wide range of scholarships available. Have a look at our scholarship search to find a scholarship.

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-UK Scholarships, EEA)

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

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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Careers

Graduates who specialise in HRM find jobs in insurance, retail, manufacturing, recruitment consultancy and general management.

Graduates who specialise in marketing have excellent business awareness, can analyse and present information with good communication skills. They find jobs in drinks, finance and service sectors with roles including brand manager, media executives and retail buyers.

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Apply

Human Resource Management & 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

Work, Employment & Organisation

Telephone: +44 (0)141 548 3974

Email: weo-ug-hrm@strath.ac.uk