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CU Scarborough is a diverse and exciting place to work and we share the enthusiasm of our staff and students to be the best at whatever they choose to do. We offer some impressive benefits for our staff and are committed to delivering the very best opportunities. We also have a comprehensive training, personal and professional development programme that provides our employees with the skills to enhance their performance in the workplace and grow in their careers. For both students and staff alike, now is an exciting time to join CU Scarborough.

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Marketing & Public Relations BA (Hons) 2017/18 entry

Course code:

N520 - Degree
025N - HND
095N - HNC

Study options:

3 year - Degree
2 year - HND
1 year - HNC

Location:

CU Scarborough

Starting:

September 2017
November 2017
January 2018
February 2018
April 2018
June 2018

Fees:

Get in touch

+44 (0)1723 336700


Overview

This exciting honours degree in Marketing & Public Relations (PR) aims to equip students with the knowledge, competences and skills that are required to be successful in contemporary marketing and public relations industries. Recognised by the Chartered Institute of Public Relations (CIPR) students will become members of this professional association for the duration of their degree.

In recent years Marketing and PR has gained increasing significance as organisations look to face local, national and international challenges. 

Marketing and PR roles range from identifying customer needs, creating ideas and building and managing a positive brand reputation. This function is required across almost every industry, giving graduates a variety of sectors to work in such as fashion, retail, public sector, professional services, manufacturing and more.

Why CU Scarborough

We are committed to delivering a modern university experience to all our students. Our unique timetable and teaching structure gives you flexibility and our small class sizes ensure students receive plenty of contact hours with tutors. We are also dedicated to making higher education accessible and enjoyable to everyone, so we kept our fees low, our timetable structured and made it a policy to cover one module at a time, allowing you to become a specialist in each topic before moving onto the next.

Employability

Dedicated Careers & Employability department who will assist you in finding employment

Top Quality Courses

Taught by industry professionals, awarded by Coventry University

No End of Year Exams

Our modern teaching techniques mean no last-minute cramming and less stress

Professional Recognition

Specific courses contain additional industry recognised qualifications from awarding bodies

Your course in pictures

Accreditation and Professional Recognition

The Chartered Institute of Public Relations

The Chartered Institute of Public Relations (CIPR) is the leading representative body for the PR profession and industry in Europe. Students achieve both academic and vocational awards (including HNC/HND and Coventry University Honours Degree) and professional recognition from the CIPR. As members of the CIPR, students will have access to benefits offered by the professional body such as networking opportunities, extensive learning resources and improved employment opportunities.


Chartered Institute of Marketing

Students who complete the HNC Marketing & Public Relations will be exempt on an Accredited Prior Learning (APL) basis from the CIM Level 4 Certificate in Professional Marketing modules ‘Marketing’ & ‘Integrated Communications’. They will be required to pass one elective module to obtain the CIM Level 4 Certificate in Professional Marketing qualification. On completion of the BA (Hons) Marketing & Public Relations students will also be exempted on an APL basis from the CIM Level 6 Diploma in Professional Marketing module ‘Strategic Marketing’. They will be required to pass two modules, Mastering Metrics (mandatory), plus one elective module to obtain the CIM Level 6 Diploma in Professional Marketing.

What our students say

My course has helped me to become more attuned to marketing practises everywhere. Because of the modern-day focus, I can notice and apply aspects of what I learn in class to current operating businesses – which is great for what I want to do.

Andrei Lordan – 2nd Year CU Student

Course information

This course aims to provide a thorough understanding of the marketing industry and PR best practice.

Alongside extensive knowledge of significant marketing functions within core business strategies, you will be equipped with skills essential for successful entry into the marketing sector. Within this course, you will have the opportunity to embark on study trips, as well as mandatory marketing training with local employers and industry experts.

Furthermore, you’ll learn to develop creativity with an entrepreneurial flair and successfully combine innovative ideas with strategic thinking. 

Course Specification
Download PDF (465kb)

Modules

Overview

This first year is designed to provide you with a broad introduction to the field of marketing, focusing on the macro environment, core principles and the role of PR in marketing practices. Throughout the year, the programme aims to introduce skills in decision making and information management, along with a solid grasp of marketing communications, providing you with a solid foundation for further exploration in years two and three. Students who complete year one are awarded a Higher National Certificate (HNC) in Marketing & Public Relations.

Modules

  • Marketing Principles

    In this introductory module, you’ll discover the importance of the marketing function in organisational success. You’ll look at popular tools, techniques and marketing strategies commonly used and identify the key points of value creation for diverse customers.

  • Marketing Communications

    Developing key analysis skills, you’ll acquire comprehension of a quintessential tool–the marketing communications mix. Gaining invaluable insight, you will understand integrated marketing activities and assess the importance of consistency with social and ethical principles, while fulfilling legal and regulatory requirements.

  • Public Relations in Context

    This module focuses on the fundamental context of Public Relations. You’ll be introduced to core topics including definitions, history, ethics, corporate social responsibility and importantly, how PR integrates with other marketing functions. You’ll also discuss the pros and cons working for an agency or working in-house and study good and bad PR practices.

  • Contemporary Skills for PR

    As the world moves further towards instant global communication, the skills needed for successful strategy have evolved. In this module, you’ll learn contemporary PR skills such as copywriting, internal communication and crisis communications for international companies. You will also cover media management, where you’ll identify and discuss successful strategies in digital media.

Thought about a different campus?

CU Scarborough, CU Coventry and CU London come together to form CU, part of the Coventry University Group. Students who study at CU will graduate with a degree awarded and accredited by Coventry University.

All CU students have the opportunity to move between each campus after completing an academic year. This means you can study on the stunning Yorkshire coast, in the vibrant city of Coventry, or in the UK’s capital. Find out more about the CU offering.

Overview

As the course progresses, students build on the knowledge gained in year one to cement a solid foundation of core principles. This year, with a focus on the online arena, students will gain knowledge on the use of technology systems to successfully develop and implement innovative marketing strategies. Relationship management and innovative strategy is introduced, alongside enhanced digital marketing practice and effective market segmentation. Students who complete year two are awarded a Higher National Diploma (HND) in Marketing & Public Relations.

Modules

  • Digital Marketing

    Looking at real-world, professional advertising and marketing communications, you’ll discover essential tools required to operate successfully in the digital environment. You’ll learn how to monitor and measure campaign effectiveness and formulate unique strategies to enhance customer experience. You’ll also advance your knowledge of current trends, threats and opportunities in digital marketing.

  • Entrepreneurial Marketing

    An entrepreneurial mindset is essential for the creation of innovative ideas for products and services. You will be introduced to the concept of entrepreneurial marketing. This is the process of creating new, monetizable ideas by adopting the notion of effectuation. You also get to practice the use of modern techniques such as targeting, segmentation and positioning.

  • Innovation in PR

    Having the ability to integrate innovation into strategic creation is a skill sought-after by many. We provide you with the support to develop skills in idea creation, innovation and enterprise in PR. Working amongst your peers, you’ll develop creative approaches for successful public relations practice, studying famous companies for modern and relatable assessments. 

  • Media Relationship Management

    Focusing on characteristics of key media relationships, you’ll learn how to attract and maintain a mutually beneficial relationship with media sources. You’ll cover the importance of trust and use case studies of famous companies to critically assess positive and negative media coverage. 

Thought about a different campus?

CU Scarborough, CU Coventry and CU London come together to form CU, part of the Coventry University Group. Students who study at CU will graduate with a degree awarded and accredited by Coventry University.

All CU students have the opportunity to move between each campus after completing an academic year. This means you can study on the stunning Yorkshire coast, in the vibrant city of Coventry, the in the UK’s capital. Find out more about the CU offering.

Overview

Sandwich and placement years give you the opportunity to gain further insight into the industry or career you are seeking to follow. This enables you to contextualise the theoretical models and concepts discussed in the classroom in the workplace. Furthermore, if you choose to take advantage of a placement or sandwich year, this version of the degree will help to increase your employment prospects by acquiring skills and gaining an understanding of what employers expect of graduates.

Overview

In your final year of study, you will consolidate your expertise through professional placements and your own, self-defined marketing and PR research project. Focusing on your personal development, you’ll collate knowledge in management, PR and the international arena to deliver an industry-standard project. By the end of the programme, you will have gained the skills and proficiency necessary for successful integration into the marketing industry. Students who complete year three are awarded a Degree BA (Hons) in Marketing & Public Relations.

Modules

  • Strategic Marketing Management

    Your tutors will teach you core subjects of marketing management, including the building of profitable relationships, creating and delivering brand value and global marketing. Most importantly, you’ll develop the skills and techniques required to create successful marketing strategies and learn how to sustain competitive advantage for contemporary organisations.

  • International Marketing and PR

    Refining knowledge of successful sales and marketing practices, this module centres around international trade and the distinctions between multilateral marketing, international marketing and pure exporting. Familiarising yourself with key models and theories, economic and non-economic factors is highly important, therefore you’ll appraise cultural factors as key areas in globalisation.

  • Advanced PR Planning

    Drawing on the knowledge of the previous years, tutor insight and independent research, you’ll explore the advanced practice of PR planning in modern organisations. Our tutors will take you through the disciplines of planning and strategy with key considerations, such as behaviour change, target planning, management and structuring of PR teams.

  • Marketing and PR Research Project

    You will take charge of delivering a relevant and innovative research project to industry standard. You will consolidate the skills and knowledge accumulated throughout the programme to showcase work on a topic chosen by you, incorporating contemporary marketing and PR issues, recommendations and critical reflection on outcomes.

Thought about a different campus?

CU Scarborough, CU Coventry and CU London come together to form CU, part of the Coventry University Group. Students who study at CU will graduate with a degree awarded and accredited by Coventry University.

All CU students have the opportunity to move between each campus after completing an academic year. This means you can study on the stunning Yorkshire coast, in the vibrant city of Coventry, the in the UK’s capital. Find out more about the CU offering.

In more detail...

  • We deliver one module at a time during each block. This means you can dedicate your time to specialise in each subject without the distraction of numerous modules and multiple deadlines.
  • Small tutorial group sessions of up to five people ensure that you receive the mentoring help and support you need.
  • We keep our fees low to make higher education more accessible to everyone. This means you benefit from an amazing modern university experience, at a competitive price.
  • Upon completion of this course, you will receive a qualification awarded by Coventry University, which is ranked 12th best University in the UK in the Guardian University Guide 2018. Coventry University were also awarded Gold rating in the Teaching Excellence Framework (TEF) in 2017.
  • You will have the opportunity for multi-campus learning in Scarborough, London and Coventry.
  • Leadership and Management: Sales and management resources, ethics and governance, managerial principles, management tools and techniques, development, management and exploitation of information and communication systems.
  • International Marketing: Critical appraisal of the theories related to the development of an international marketing and sales strategy, including risk factors, country, cultures and competitors.
  • Industry Adaptation: Environmental factors that influence sales and marketing strategies, policies and processes which includes the competitive marketplace, supply chain, technology, legislation, regulation and social factors.
  • Research Methods: Critical analysis, reflection, information searching and experimental design in the biological sciences. Data collection, analysis and presentation.

Additional study themes include:

  • Innovation and creativity
  • Entrepreneurism
  • Marketing and PR strategy development
  • Marketing and PR practice

This course is available as a full-time three year or optional four-year sandwich course, the latter incorporating a work placement or study year in a related field. Alternatively, part-time study is also available and with our Saturday University programme, this course can be completed in as little as three years. Our teaching methods are varied, offering a number of teaching styles to suit the needs of all our students, so in addition to lectures, we also utilise a blended learning approach, including online aspects, workshops and group work.

We also operate an open-door policy, with additional availability via email and our online learning platform, Moodle.

Progression through the modules develops knowledge and skills, including communication (written and oral), study skills, research methods, project management, presentation and career development. We will also encourage you to consider your employability and/or entrepreneurial development.

Unlike traditional institutions, there are no end of year exams. Instead, learning is assessed through coursework and phase tests, which is more reflective of our learning model.

The learning outcomes of modules, assignments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade.

Breakdown of final grade assessment approximately:

  • Coursework: 65%
  • Interactive assessments: 35%

Coursework

On completion, you will be able to:

  • Demonstrate understanding and knowledge of the theoretical, analytical and practical aspects of marketing and PR.
  • Understand environmental factors that influence sales and marketing strategies, policies and processes which includes the competitive marketplace, supply chain, technology, legislation, regulation and social factors.
  • Sources of market information, analysis and research techniques. You will be introduced to the fundamental tools and techniques to undertake reliable market research activities, including an exploration of the role of an external marketing agency. You will also look at the most readily available sources of market information, as well as a consideration of the theories related to assessing the quality of market research information.
  • Critically appraise theories related to the development of an international marketing strategy and the risk factors that need to be considered in the development of a successful strategy, including country, currency, cultural and competitor risk.
  • Strategic leadership and management. You will examine the resources and operations in respect of sales and marketing operations within an international business context. You will also put together a critical analysis of strategic leadership theory related to the context of a marketing and PR function, including issues related to ethics and governance. You will also explore methods for workforce management and control, including managerial principles as well as tools and techniques.

Full-time students receive 18 hours of teaching each week.
Classes are split into two categories:
Morning - 9am-1pm
Afternoon - 1:30pm-5:30pm

Part-time students receive 8 hours of teaching each week.
Classes are split into two categories, subject to numbers:
Saturday - 9am-6pm
Tuesday and Thursday - 6pm-10pm

We hold tutorials in groups no larger than 5 every week. These sessions are mandatory and ensure you receive detailed feedback about your work, go into depth on specific topics and have any of your burning questions answered.

Teaching groups are kept low. This way, students can take advantage of small numbers to increase contact time with lecturers.

What our students say

My course has helped me to become more attuned to marketing practises everywhere. Because of the modern-day focus, I can notice and apply aspects of what I learn in class to current operating businesses – which is great for what I want to do.

Andrei Lordan – 2nd Year CU Student

Entry Requirements

Marketing & Public Relations Higher National Certificate (HNC)

64 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations Higher National Diploma (HND)

80 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations BA (Hons) Degree

104 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

All HNC/HND/Degree courses require at least two A2 level or a BTEC equivalent qualification.

What if I don’t meet the entry requirements?

If you don’t meet the entry requirements for this course, we offer a number of programmes to help you secure a place. Successful completion of one of the below programmes guarantees you a place on a degree course with us, subject to meeting specified criteria.

Foundation Year

This degree programme has an integral stage 0 attached to it, so if you do not meet the entry requirements you may enter at the foundation level. Successful completion of our Business Foundation course will guarantee you progression onto this degree programme.

Access to HE course

Access to HE courses aim to bring your academic skills and topical knowledge up to optimal standard for higher education study. If you undertake an Access to HE course and then successfully complete a degree programme, the remaining balance of your Advanced Learner Loan will be written off. Successful completion of our Business Studies Access to HE course will guarantee you progression onto this degree programme.

Marketing & Public Relations Higher National Certificate (HNC)

64 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations Higher National Diploma (HND)

80 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations BA (Hons) Degree

104 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

All HNC/HND/Degree courses require at least two A2 level or a BTEC equivalent qualification.

What if I don’t meet the entry requirements?

If you don’t meet the entry requirements for this course, we offer a number of programmes to help you secure a place. Successful completion of one of the below programmes guarantees you a place on a degree course with us, subject to meeting specified criteria.

Foundation Year

This degree programme has an integral stage 0 attached to it, so if you do not meet the entry requirements you may enter at the foundation level. Successful completion of our Business Foundation course will guarantee you progression onto this degree programme.

Access to HE course

Access to HE courses aim to bring your academic skills and topical knowledge up to optimal standard for higher education study. If you undertake an Access to HE course and then successfully complete a degree programme, the remaining balance of your Advanced Learner Loan will be written off. Successful completion of our Business Studies Access to HE course will guarantee you progression onto this degree programme.

Marketing & Public Relations Higher National Certificate (HNC)

64 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations Higher National Diploma (HND)

80 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

Marketing & Public Relations BA (Hons) Degree

104 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

All HNC/HND/Degree courses require at least two A2 level or a BTEC qualification.

CU Scarborough welcomes international students from all around the globe. If you are an international student and are interested in applying for a Foundation Year, HNC, HND or Degree course you can do so by completing our online application form.

Once your application form has been processed you will receive the outcome of your application via your given email address.
Please be aware you will need the following information in order to make your application:

  • All academic transcripts
  • Copies of degree/diploma certificates or work reference if employed
  • One academic reference
  • Be trained to English language proficiency level IELTS 6.0 (HNC - year 1/HND - year 2) or IELTS 6.5 (Degree/Top Up - year 3)
  • Your personal statement
  • Copy of your current passport

Unconditional offers

We want to recruit the best students to CU Scarborough. We assess an applicants' past, current and predicted performance and commitment to the course, and we may feel that it is appropriate to reward consistently high-achieving students with an unconditional offer to CU Scarborough. It is a commitment from us with regard to an applicants’ potential as an excellent undergraduate and we hope that this will encourage such applicants to join CU Scarborough.

Personal statements and references will also be taken into account and, for some degree courses, an interview will form part of the assessment. Requirements for specific courses differ and not all degree courses will be taking part in the scheme. The unconditional offer will be confirmed once a selected applicant has made CU Scarborough their firm choice.

CU Scarborough has assessed that you can achieve the required grades and we have demonstrated this belief by making you an offer. This is our commitment to you so then we ask that you reciprocate this commitment by selecting us as your ‘firm’ choice and activating your offer.

We will consider other qualifications for a pre-result unconditional offer if you have an appropriate proven performance at GCSE (or equivalent) level and predicted grades in line with grades that we expect to see at A-level. Other qualifications that we may consider for a pre-result unconditional offer include: The International Baccalaureate Diploma, BTEC Level 3 qualifications, Cambridge Pre-U and combinations of qualifications (e.g. BTECS plus A-levels).

An unconditional offer is what it says it is. So, if you don’t meet your predictions then your place is still guaranteed. However, we would hope and expect that you continue to work hard to make the most of your potential and be best prepared to study at university level.

No, the unconditional offer is only available to those who will take up their place in the year for which they applied.

If you don’t meet the entry requirements for this course, we have a number of programmes which upon completion, automatically qualifies you onto a place on this degree course, such as Foundation Years or Access to Higher Education Diplomas.

What our students say

My course has helped me to become more attuned to marketing practises everywhere. Because of the modern-day focus, I can notice and apply aspects of what I learn in class to current operating businesses – which is great for what I want to do.

Andrei Lordan – 2nd Year CU Student

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


September 2017

£6,009 (per year)


November 2017

£6,009 (per year)


January 2018

£6,009 (per year)


February 2018

£6,009 (per year)


April 2018

£6,009 (per year)


June 2018

£6,009 (per year)


Starts

Fee


September 2017

£6,009 (per year)


November 2017

£6,009 (per year)


January 2018

£6,009 (per year)


February 2018

£6,009 (per year)


April 2018

£6,009 (per year)


June 2018

£6,009 (per year)


Starts

Fee


September 2017

£8,725 (per year)


November 2017

£8,725 (per year)


January 2018

£8,725 (per year)


February 2018

£8,725 (per year)


April 2018

£8,725 (per year)


June 2018

£8,725 (per year)


Full-time (UK/EU)

For the academic year 2017/18, each six-week block will cost £1,502.25. A full academic year is made up of four of these blocks, so this means that a normal full-time year is £6,009. This covers some of your learning materials, access to the CU Scarborough Library & Learning Services, all your classes and online tutorials. 

Part-time (UK/EU)

The part-time course fee is dependent on how many modules you choose to study in an academic year.
Each stage of the qualification (HNC/HND/Degree) will require you to complete four academic blocks. You can study up to four blocks in one academic year or study at a slower pace (usually three academic blocks per year). Please note if you do study at a slower pace you will need to re-enrol to complete your studies in the next academic year.

For the academic year 2017/18, each block for part-time students will cost £1,502.25. Therefore, the total fee per stage of your qualification if completed in the academic year 2017/18 is: £6,009.

Funding

As a full-time student or part-time student resident in the UK or EU, you can apply for a loan to cover the cost of your tuition fees at CU Scarborough from Student Finance England.

What our students say

My course has helped me to become more attuned to marketing practises everywhere. Because of the modern-day focus, I can notice and apply aspects of what I learn in class to current operating businesses – which is great for what I want to do.

Andrei Lordan – 2nd Year CU Student

Career prospects

With an ever-growing demand for marketing professionals in all industries, graduates of a marketing course have an expansive list of career pathways to explore.

Possible career routes include Digital Marketing, Events Management, Account Management and more. With many students CU progressing directly into careers in marketing, PR and sales, this course can lead also to a master’s degree and professional qualifications.

Where our graduates work

CU Graduates from the Marketing & PR Degree have progressed onto positions including Marketing Co-ordinator, Account Executive and Graduate Manager.

What our students say

My course has helped me to become more attuned to marketing practises everywhere. Because of the modern-day focus, I can notice and apply aspects of what I learn in class to current operating businesses – which is great for what I want to do.

Andrei Lordan – 2nd Year CU Student