Why this course?
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.
Studying Hospitality & Tourism Management opens doors to the largest and fast-growing sector of the economy.
This degree will prepare you for leadership roles in this dynamic industry which generates £5 billion to the Scottish economy and creates one in 10 jobs. You’ll have the skills to manage operations and business across a range of industries including hospitality, tourism and events.
On graduating, you may be able to apply for membership of professional bodies such as the Institute of Hospitality, the Institute of Travel & Tourism, Tourism Society or the Royal Geographical Society.
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
You'll learn about the basic principles of marketing and explore marketing within an organisation.
Students will look at areas including the factors that influence buyers and the challenges that marketers face in the retail and service sectors.
You'll learn the fundamentals of both traditional and digital marketing communication along with gaining an understanding formulating a strategic marketing plan.
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.
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.
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.
Hospitality & Tourism
What you'll study
You’ll be introduced to the basic concepts, issues and features of hospitality, tourism, cultural heritage, festivals and events.
Classes include Service Encounter Management and Destination Positioning & Management.
You’ll have the chance to put theory into practice planning and executing a corporate, entertainment or charitable event. You’ll also undertake an industrial placement.
The core class is Critical Hospitality & Tourism Studies as well as a choice of other classes. If you specialise in this subject, you’ll also undertake dissertation on a hospitality and tourism topic of your choice.
Every year we strive to attract great guest speakers for you to hear from.
In the past we've had the pleasure of hosting academic giant Professor Richard Butler along with the CEO of Citizen M hotels.
In Year 3, you'll have the choice of a work placement class.
It'll usually last six weeks, and in the past our students have completed work placements, both here in the UK and internationally, with organisations like Hilton, Radisson, Glasgow City Council and Visit Scotland.
You're also encouraged to secure work placements over the summer.
Management Development Programme 1
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
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.
Hospitality & Tourism
Introduction to Hospitality & Tourism Management
This class introduces you to key issues and concepts in relation to hospitality and tourism management. Gradually you're immersed into the sector and key issues while you apply theories from different fields to the understanding of Hospitality and Tourism.
Management Development Programme 2
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.
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 1Understanding 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 2Services & 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.
Hospitality & Tourism
Service Encounter Management
Destination Marketing Management
In the hospitality and tourism sector, much of the customer engagement and value delivery takes place within the service encounter. In this class you'll learn how the management of this dynamic environment requires an integrated approach where customers, employees and the service setting itself require to be managed.
Nations, regions and cities: destinations are products for Hospitality and Tourism, inward investment and higher education. You'll explore challenges in managing and marketing destinations across organisational and product boundaries using a range of industry contexts.
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 1Marketing 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 2Strategic 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.
Hospitality & Tourism
You have the opportunity to gain experience working with industry professionals, to develop practical skills and reflective practice and to build networks for possible future employment. You'll reflect upon and evaluate not only your own performance, but also the organisation, its output or key activities, and broader social, cultural and economic role.
Internationalisation of Tourism Products and Services
In this class you'll work in a team to design, organise, run and evaluate your own event for charity. Through this practical exercise, you'll be exposed to the realities and challenges of events management and teamwork. This class adds to the experiential content of the Hospitality & Tourism Management programme whilst retaining rigorous theoretical underpinnings and strong coverage of events management at an advanced level.
The distinctiveness of this class is based on its specific focus on exploring the international dimension of the hospitality and tourism industry. It brings together insights from International Business and Hospitality & Tourism Management literatures to explore how the industry has become increasingly global in its operations, and analyse the new type of players that have entered the industry. The class will enhance the current curriculum and educational structure and show developments in terms of internationalisation and the various ways technology is used in necessitating certain changes in the industry.
Core classBrand 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.
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 classesSocial Marketing
Managing Customer Relationships
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.
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
Managing Integrated Marketing Communications: Theory & Practice
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.
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.
Advances in Consumer Behaviour
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.
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.
Hospitality & Tourism
Hospitality & Tourism Analysis: Case Studies & Case Histories
Being an Ethical Manager
This class uses case studies from Hospitality & Tourism and challenges aspects of learning in previous classes. It'll further your understanding and appreciation of the nature of hospitality and tourism too. It encourages reflection on some realities of hospitality and tourism which do not fit neatly into theoretical boxes.
Management, Enterprise & the Rise of the Global Economy
The nature and application of business ethics in contemporary management are explored in this class. It raises key ethical issues from both cultural and stakeholder perspectives and balances them with philosophical and pragmatic considerations. It'll provide you with a clear understanding of the dichotomy between philosophical idealism and the pragmatic considerations of ethical leadership for practical management.
Strategy & Leadership
Inspired by the Harvard approach to management education this class explores three principles of management:
- business strategies are understood through reflection on the complex realities faced by enterprises in competitive arenas
- firms can only be understood within the context of market dynamics
- the contemporary situation can never be divorced from the past
Family Business: Theory & Practice
This class will develop your knowledge of strategy and provide insights as to how current and aspiring business leaders can manage strategically. You'll have an enhanced understanding of how individuals within an organisation can effectively lead and manage strategy in a complex and challenging world.
Small Business Marketing
The hospitality and tourism industry has a large number of family businesses. Given the prevalence of family businesses – estimates suggest that almost 80% of new ventures are born as family firms and about 60% of the UK’s 4.2 million enterprises are family firms – graduates employed within the SME sector are likely to be employed by family-owned firms. The class examines the distinctive advantages and unique challenges that face family firms.
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.
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.
The majority of classes involve a final unseen exam which is normally at the end of the semester. This is normally supplemented by one of more forms of individual and/or group coursework.
In some cases, you can get exemption from the final exam if you achieve a specific mark for your coursework (and satisfying attendance requirements).
Assessment methods 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, 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.
Required subjects are indicated following typically accepted grades.
Standard entry requirements
1st sitting: AAAB or AABBB (English B, Maths National 5B/Intermediate 2)
2nd sitting: AAABBB (English B, Maths National 5B/Intermediate 2)
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)
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)
36 (no subject below 5 and including English SL5, Maths/Maths Studies SL5)
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
An Advanced Higher and a Higher are given equal credit and the grades for each qualification count towards the total grades required.
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)
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.
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.
Rest of UK
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.
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.
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.
Hospitality & Tourism Management
Course materials & costs
Essential textbooks for the course cost approximately £200 per year. There will also be a minimum of two copies per textbook available in the main library.
Students are responsible for the costs of printing and binding of the undergraduate final project. Costs are approximately £50.
Graduation fee and gown hire are also to be met by students.
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.
We have a wide range of scholarships available. Have a look at our scholarship search to find a scholarship.
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.
Graduates who specialise in Hospitality & Tourism Management have a combination of practical and business skills. They can understand and respond to consumer needs.
Recent graduates have been recruited into the hotel industry and the service sector with job titles such as graduate trainee, manager, restaurant supervisor and trainee accountant.