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BAMarketing

Why this course?

We're 6th in the UK for Marketing in the Complete University Guide Subject Tables 2020

Studying a marketing degree at the University of Strathclyde Business School, you'll be learning at a pioneering internationally-renowned academic organisation.

We're ranked 6th in the UK for Marketing in the Complete University Guide Subject Tables 2020, while we were also awarded Times Higher Education UK Business School of the Year in 2016.

Our BA in Marketing 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.

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.

What you’ll study

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 and how to communicate a branding strategy. Elective classes include: International Business Management; Managing Customer Relationships; Advances in Consumer Behaviour; Integrated Marketing Communications; Sports Marketing; Social Marketing and Business Relationship Marketing; Small Business Marketing; Tourism 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

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.

Course content

Year 1

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.

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.

Year 2

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.

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.

Year 3

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.

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.

Year 4

Core class
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.

Assessment

The majority of classes involve a final unseen exam which are held in April/May. This is normally supplemented by one or more forms of individual and/or group coursework.

For Introduction to Marketing, you may be exempt from the final exam if you achieve a specific mark for your coursework (and satisfying attendance requirements).

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 at times for various classes.

Many of our classes have guest speakers throughout the year from leading industry experts. Previous companies include: Procter & Gamble, Clydesdale Bank, Accenture, Leith Agency, LIDL, Frame, Edrington and Whyte & Mackay.

Entry requirements

Required subjects are indicated following typically accepted grades.

Highers

Standard entry requirements

1st sitting: AAAB or AABBB (English B, Maths National 5B/Intermediate 2; Higher Maths B for combinations with Finance)
2nd sitting: AAABBB (English B, Maths National 5B/Intermediate 2; Higher Maths B for combinations with Finance)

A Levels

Typical entry requirements: ABB (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 B for combinations with Finance)

Minimum entry requirements: 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 B for combinations with Finance)

International Baccalaureate

36 (no subject below 5 and including English SL5, Maths/Maths Studies SL5; Maths/Maths Studies SL6 for combinations with Finance)

HNC/HND

Successful completion of relevant HNC/HND at first attempt with A passes in all graded Units.  Contact Business School Admissions for advice on entry to Year 2.

Irish Leaving Certificate

AAABBB at Higher level, including English B and Maths B

 

Additional information

Advanced Highers

An Advanced Higher and a Higher are given equal credit and the grades for each qualification count towards the total grades required.

Deferred entry

Deferred entry not accepted.

Admission to Honours

All students will be admitted as potential Honours students. Students may exit with a Bachelor of Arts degree at the end of year three of the Honours programme if they have accumulated at least 360 credits and satisfied the appropriate specialisation requirements. For admission to the final year of the Honours course, a student must have qualified for the award of the Bachelor of Arts degree and achieved an approved standard of performance.

English language requirement

A pass in an English language qualification is normally required from applicants outside the UK whose first language is not English. The following provides information on the main qualifications considered for entry to the Business School undergraduate degree courses.

IELTS: Minimum overall band score of 6.5 (no individual test score below 5.5)

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.

International students

Find out entry requirements for your country.

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.

Fees & funding

How much will my course cost?

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

Scotland/EU

  • 2019/20: £1,820

Rest of UK

  • 2019/20: £9,250

 

Assuming no change in Rest of UK fees policy over the period, the total amount payable by undergraduate students will be capped. For students commencing study in 2017/18, this is capped at £27,750 (with the exception of the MPharm and Integrated Masters courses); 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.

International

  • 2019/20: £14,650

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 fees

Course materials & costs

Undergraduate and Honours materials comprise of textbooks and course handbooks. All of the compulsory handbooks are available free on Virtual Learning Environment (VLE). Recommended texts cost on average £50 per text. Copies are available free from the library.

Honours students will need to cost for the binding of a dissertation and the purchase of a CD or pen drive for copy. Printing costs at the University are four pence per page in black and white and £3 for binding. The cost of a pen drive or CD will vary dependent on the store purchased from.

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?

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.

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.

International Students (Non UK, EEA)

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

Available scholarships

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

Careers

Graduates who specialise in marketing have excellent business awareness, can analyse and present information with good communication skills. They understand how important it is for businesses to strive to be more competitive and profitable.

The Department of Marketing is highly-valued by employers and our graduates find jobs in a wide range of industries including the drinks, finance and service sectors. Recent job titles include:

  • Account Executive
  • Brand Manager
  • Business Analyst
  • Retail Buyer
  • Digital Marketing Assistant
  • Marketing Manager
  • Media Executive
  • Social Media Consultant

with employers such as Apple, IKEA, Unilever and Whyte & Mackay.

Contact us

Apply

How to apply – 10 things you need to know

  1. All undergraduate applications are made through UCAS
    Go to the UCAS website to apply – you can apply for up to five courses.
  2. It costs £12 to apply for a course
    The cost is £23 for two to five courses.
  3. The deadline is 15 January each year
    This is the application deadline for most courses. However, please check the details for your particular course. View a full list of UCAS key dates.

    Applications are still welcome from international students (non-EU) and those living in England, Wales and Northern Ireland.
  4. You might be asked to attend an interview
    Most of our courses make offers based on the UCAS application. However some might ask you to attend an interview or for a portfolio of work. If this is the case, this will be stated in the prospectus entry requirements.
  5. It’s possible to apply directly to Year 2
    Depending on your qualifications, you might be able to apply directly to Year 2 - or even Year 3 - of a course. Speak to the named contact for your course if you want to discuss this.
  6. There’s three types of decision
    • unconditional – you’ve already met our entry requirements
    • conditional – we’ll offer you a place if you meet certain conditions, usually based on your exams
    • unsuccessful – we’ve decided not to offer you a place
  7. You need to contact UCAS to accept your offer
    Once you’ve decided which course you’d like to accept, you must let UCAS know. You don’t need to decide until you’ve received all offers. UCAS will give you a deadline you must respond by.

    You’ll choose one as your firm choice. If the offer is unconditional or if you meet the conditions, this is the course you’ll study.

    You’ll also have an insurance choice. This is a back-up option if you don’t meet the conditions of your first choice.
  8. You don’t need to send us your exam results (Scotland, England & Wales)
    If you’re studying in Scotland, England or Wales, we receive a copy of your Higher/Advanced Higher/A Level results directly from the awarding body. However, if you are studying a different qualification, then please contact us to arrange to send your results directly.
  9. We welcome applications from international students

    Find out further information about our entry and English language requirements.

    International students who don’t meet the entry requirements, can apply for our pre-undergraduate programmes.

    There’s also an online application form.

    For further information:
  10. Here’s a really useful video to help you apply

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