Advertising and Marketing BA (Hons)
UCAS Code: N590
International Code: FBLU047
Coventry University (Coventry)
3 years full-time
4 years sandwich
Study level: Undergraduate
Develop your knowledge of advertising and marketing from the creative to the analytical and explore new and exciting ways to attract and engage customers at any time, in any place.
Advertising and marketing play a crucial role in supporting organisations to adapt and remain competitive in an ever-changing environment. The rapid growth of social media, influencer marketing and artificial intelligence make it an exciting time to kick-start your career in advertising and marketing, with Coventry University.
- Cover key topics from advertising and branding, consumer behaviour, digital and social media marketing, or new product development and market research.
- Gain a solid foundation in marketing and advertising, with a specific focus on marketing communications across different media and contexts.
- Utilise industry standard marketing and advertising software, to allow you to explore how to put the theories you are being taught into practice.
Global ReadyAn international outlook, with global opportunities
Teaching excellenceTaught by lecturers who are experts in their field
EmployabilityCareer ready graduates, with the skills to succeed
Why you should study this course
Advertising and marketing isn’t just about the creative. As well as developing your awareness and understanding of contemporary marketing and advertising concepts and theories, you can enhance your research, analytical and problem-solving skills.
EPAS - EFMD accreditation
Study on the only EPAS - EFMD accredited course worldwide with Advertising in its title. This accreditation is currently given to less than 130 courses.
CIM Graduate Gateway programme
Gain exemption from certain modules of CIM qualifications upon successful completion of our Advertising and Marketing BA (Hons) course.
Access our DigiComm Lab4, equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.
Prepare for your future
Prepare for a future career in business and marketing with a work placement2. Past students have secured placements at IBM, L’Oreal, Rolls Royce and Warner Brothers. Engage with a variety of field trips2 to further help you understand real-world practices. Previous trips have included Jaguar Land Rover, Cadbury World exhibition tour and the Digital Marketing Show.
Experience presentations and networking opportunities with practitioners, from a both global businesses and small, niche advertising agencies, together with both real and virtual field trips2. Our annual Industry Insight Conference welcomes guest speakers, many of whom are Coventry University alumni who are now leaders in industry2.
EPAS/EFMD Programme Accreditation System
This course is accredited by EPAS - EFMD or the 2022/2023 intake. This award is currently given to less than 130 courses worldwide, with our Advertising and Marketing BA (Hons) course currently being the only EPAS/EFMD accredited course with Advertising in its title. Visit the EPAS - EFMD website to find out more about this accreditation, which recognises that the programme excels in creativity and innovation, as well as students’ personal development.
Chartered Institute of Marketing (CIM) Graduate Gateway Programme
This course is part of the CIM Graduate Gateway programme, with the modules of the course aimed to map to certain CIM professional qualifications. This means that students who successfully complete the Advertising and Marketing BA (Hons) course at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Direct application and additional fees apply to study modules with the CIM.
Chartered Association of Business Schools (CABS)
Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers and supports its members in maintaining world-class standards of teaching and research.
European Foundation for Management Development (EFMD)
Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.
Coventry Business School is recognised by the above memberships for the 2022/23 intake.
BA Advertising and Marketing student Corey talks about his placement and how the university helps students with employability.
This course is ideal for those who want to lead in creating advertising materials, for a variety of mediums, whilst still learning about the broader key elements of marketing. Former students have gone onto set up their own marketing agencies, to more specific roles in creating advertising materials.
What you'll study
The main study themes covered on this course are:
Exploring marketing research, consumer behaviour, digital marketing, brand marketing, contemporary marketing issues and marketing strategy.
Analysing current advertisements and the opportunity to create your own campaigns, as well as exploring the principles that underpin advertising.
Explore how to conduct both primary and secondary research and put your skills into practice.
All our Marketing courses share some first year modules, and so initially, you will study subjects designed to develop your understanding of marketing in general, as well as introductory specialisms like market research and data analysis, which provide the opportunity to gain a solid foundation for your ongoing studies. You will then have the opportunity to develop your expertise in key areas that underpin advertising and marketing, such as advertising concepts, integrated marketing and marketing principles. All year one modules are mandatory.
Marketing Research and Data Analysis - 20 credits
The aim of this module is to introduce you to the wide range of secondary information that is relevant to marketing decision making. The difference between primary and secondary research is explored and applied in various business scenarios. The module also introduces you to basic techniques to analyse secondary sources of information. You will be given an opportunity to base your research presentation on a business case study or your work-embedded experience.
Marketing Principles and Practice - 20 credits
This module aims to develop your knowledge and understanding of the fundamental theoretical concepts that underpin the marketing function. You will develop an understanding of key marketing theories related to the marketing mix, consumer behaviour, market research, marketing strategy, ethics and digital marketing which will act as a foundation of your future study.
Employment and Academic Skills - 10 credits
This module aims to introduce you to a range of learning and communication skills and enable you to develop into active learners. The module intends to drive skills through your overall course syllabus. You will also be expected to start planning for your future career. Skills gained on this module will enhance your career prospects which you can then apply later in your studies and optimise your possibilities for finding fulfilling employment.
Introduction to Integrated Marketing Communications - 20 credits
This module will introduce you to Integrated Marketing Communications. The module is designed to explore the range of communication tools, such as Advertising, Direct Marketing, Personal Selling, PR and publicity available to practitioners for developing effective communication/promotional material. The module is focused on application and will therefore involve a significant amount of practical work applying different writing skills and innovative marketing communications skills to real life cases and exercises.
Organising for Business - 20 credits
The aim of the module is to provide you with an introduction to the key principles of business organisation and management, which are required to achieve business objectives in competitive markets. The module will give you the opportunity to comprehend and discuss how market-led businesses organise themselves to achieve competitive success.
Advertising Concepts and Practice - 20 credits
This module is designed to introduce you to the topic of advertising and its role in marketing. The aim of the module is to enable you to gain a broad knowledge of advertising, its nature, purpose, and role and to be able to assess the advantages and disadvantages of various different media relative to different product categories and target markets. This module also enables you to gain knowledge and understanding of the relationship between advertising and its target audience.
Add+vantage - 10 credits
The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates.(This module is subject to availability and change)
In your second year, you will have the opportunity to build and apply your knowledge and skill base, developed in year one, to real life situations and case studies. You will also study modules on key areas of marketing such as consumer behaviour, marketing insights, and the management of digital marketing and online presence. All year two modules are mandatory.
Marketing Management - 20 credits
This module will enhance your knowledge of marketing principles and practices by enabling you to apply these concepts to the marketing planning process framework. This involves the analysis of marketing data to make effective marketing decisions and develop medium term marketing plans. The module utilises a marketing simulation game operating on a web-based software platform.
Consumer Behaviour - 20 credits
This module aims to provide you with an insight into how consumers make buying decisions and the various factors, both psychological and social factors that influence the decision-making process. The module provides a sound basis for further study in marketing, advertising and communication psychology.
Marketing Insight - 20 credits
The aims of this module are to develop your expertise in primary marketing research and data analysis techniques and to develop your research skills for your final year project. You will investigate a range of different research methods and will evaluate the advantages and disadvantages of quantitative and qualitative research. You will also apply analysis techniques to both quantitative and qualitative data, to present insights and recommend solutions for current marketing challenges.
Applied Advertising and Campaign Management - 20 credits
This module is intended to give you the knowledge and skills needed to understand the creative process. You will examine the relationship between organisations and advertising agencies and will learn how to develop appropriate creative ideas in response to a creative brief. You will learn how to apply creative ideas across a range of media in integrated marketing campaigns.
Digital Marketing and Online Presence - 20 credits
This module is designed to allow you the opportunity to apply knowledge of web design and principles of digital marketing into a practical project of designing an online presence for a client, according to a brief. You will learn to critically evaluate the client brief and audit their situation and needs and address them in your practical project.
Career Preparation - 10 credits
This module aims to enable you to acquire the confidence and appropriate skills to make an effective transition from education to work. The module has a dual focus: Firstly, you are encouraged to know yourself, to know what kinds of employment you are suited to, and secondly, you are encouraged to develop an awareness of employment markets/potential employers. Skills gained on this module will enhance your career prospects and optimise your possibilities for finding fulfilling employment. You are encouraged to consider, plan and apply for a placement opportunity or work experience.
Add+vantage - 10 credits
The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates (The Add+vantage module is subject to availability and change)
Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year.
The culmination of your studies in your final year will be the completion of an independent research project in a specialist area. You will be supported by an academic supervisor with an interest in your topic area, with past topics ranging from digital marketing, advertising and branding research to ethical and cultural issues in marketing, which can include anything from stereotypical to subliminal advertising. In your final year, you will also have the opportunity to take an optional module, which could focus on either the more creative elements of advertising, or how to build strategies for digital and social media.
Contemporary Marketing Issues - 20 credits
The aim of this module is to enable you to investigate and discuss the latest developments in the academic thinking and practice in marketing and business practice. The module will encourage you to use a range of academic literature to increase your awareness of contemporary marketing issues.
Marketing Communications Strategy - 10 credits
This module aims to develop your critical understanding of marketing communications strategy. The module builds on the marketing planning knowledge developed at level two and provides you with an insight into how strategic theory and practice contributes to the development of differentiated positioning and competitive advantage. The module will also enable you to apply contemporary theory to address marketing communications challenges. You also have the option to participate in the global X-Culture project (subject to X-Culture running)2.
Career Development - 10 credits
This module aims to enable you to develop and refine skills, allowing you to gain the confidence and the competences needed to make an effective transition from education to employment. Learning gained on this module will enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment and your subsequent career development.
Communication Psychology - 20 credits
This module aims to introduce you to theories of persuasion as applied in a variety of communication contexts, with special emphasis on the advertising context. The module adopts a knowledge-based approach based on a series of theories drawn from philosophy (e.g., rhetoric), language (e.g., semiotics) and psychology (e.g., persuasion). Learning will take place through the application of these theories in various communication environments and an analysis of communication decisions.
Project - 20 credits
This module aims to provide you with an opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse in a specialist area of interest. You will choose an academic area related to your programme of study and apply your independent learning skills to research this area in depth. You will receive academic support through a series of group supervisions and will be allocated a project supervisor.
The module includes three routes, and you will be given the opportunity to select your preferred route, although all project titles must be approved by the project supervisor in advance of commencing the project.
The three routes are:
Route 1: An individual research-based dissertation
Route 2: An individual project report
Route 3: A group project report. Where work is completed as part of a group, each group may have no more than five members.
The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (The Add+vantage module is subject to availability and change)
Choose one from the following:
Creative Advertising Development - 20 credits
The aim of this module is to enable you to develop your creative problem-solving skills using realistic communication design briefs. You will be given the opportunity to assess ‘real’ design briefs for a range of media formats. You will engage in continual developmental work that will allow you to develop a range of ideas, responses and alternative creative solutions.
Digital and Social Media Strategy - 20 credits
This module will provide you with an understanding of digital and social media marketing strategy to support achieving overall corporate objectives. It will critically analyse the importance of embedding a digital and social media strategy within corporate strategy and will evaluate tools to utilise the most effective solution to achieve company goals.
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
How you'll learn
Combining theory and practice, this course focuses on practical marketing skills, which should enable you to fully explore the marketing discipline across a wide range of modules. Learning and teaching incorporates lectures, seminars, tutorials, presentations, projects, workshops, simulation games and practical DigiComm Lab sessions4, where you can use web design software and practice web platforms and blogging techniques designed to help to develop your skills in manipulating new media for marketing and advertising applications.
- Explore cutting-edge skills in marketing and communications research, analysis and planning, and working with others to develop advertising campaigns.
- Improve your analytical skills using simulation games, such as the marketing management simulation game designed to develop your understanding and command of the marketing planning process.
- Learn from experienced staff who have spent time in industry as marketing executives, managers and directors of private and public sector organisations.
- Interact with guest speakers from industry who are invited to give talks about their experiences (subject to availability). In previous years these have included speakers from McCann Erickson, ITV Studios, Kantar, Marston’s and the Mixed Reality Studio.
Teaching contact hours
The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 8 contact hours per week in the third and final year as you become a more independent learner. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.
Additionally, you will be expected to undertake significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.
As an innovative and enterprising institution, the University may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the University may deliver certain contact hours and assessments via online technologies and methods.
In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.
This course will be assessed using a variety of methods which will vary depending upon the module.
Assessment methods include:
- Written reports
- Formal examinations
- Individual assignments
- Workplace simulations
- Group projects
The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.
International experience opportunities2
The fundamental nature of this course is international in its outlook, drawing on marketing and advertising best practice from around the world. We run a number of Collaborative Online International Learning projects on the course, which are designed to enable you to work with students across the world on a live project tackling a specific marketing challenge in global virtual and multicultural teams2. In the past, previous students have worked with peers in the USA, South America, India and many European countries, undertaking business challenges as part of the international X-Culture competition.
Throughout the course you will have the opportunity to visit relevant companies providing the chance to gain a real-life experience of marketing, both at home and abroad2. Previous cohorts of students have visited Leuven in Belgium, Dubai and Malaysia to experience other cultures and take part in marketing activities in international teams.
Please note that all UK and international experience opportunities may be subject to additional costs, competitive application, availability and meeting applicable visa and travel requirements are therefore not guaranteed.
Coventry University provides a great mixture of dynamic and rewarding teaching, fulfilling opportunities, and a bright and optimistic environment.
Typical offer for 2022 entry.
|Requirement||What we're looking for|
|GCSE||Minimum 5 GCSE's graded 9-4 / A*-C including Maths and English.|
|IB Diploma||30-31 points|
We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.
Select your region to find detailed information about entry requirements:
You can view our full list of country specific entry requirements on our Entry requirements page.
If you do not have the typical entry requirements, you may want to consider studying this course with an international foundation year. Upon successful completion our International Foundation Year - Business will provide you with the knowledge and skills you need to progress onto this undergraduate degree.
Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.
English language requirements
- IELTS: 6.0 overall (with at least 5.5 in each component area)
If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
For more information on our approved English language tests visit our English language requirements page.
Fees and funding
2022/23 Tuition fees
|Student||Full time||Part time|
|UK||£9,250 per year||Not available|
|International||£15,300 per year||Not available|
For advice and guidance on tuition fees and student loans visit our Undergraduate Finance page and see The University’s Tuition Fee and Refund Terms and Conditions.
We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.
Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them. Find out what's included in your tuition costs.
We have a range of facilities4 available to support our Advertising and Marketing students in putting the theories you are taught into practice.
Designed to build creative minds, the DigiComm Lab is equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.
Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give you the opportunity to improve your business skills.
You will have opportunities to practice simulated trading and other finance-related activities using the various types of demo software available on the Trading Floor.
Careers and opportunities
On successful completion of the course you will:
- Have a strong knowledge of the principles and practice of marketing and advertising.
- Understand how an organisation interacts with external stakeholders.
- Have experience of conceiving and creating advertising and communication campaigns.
- Be aware of contemporary issues including sustainability, ethics and CSR.
- Have knowledge of a variety of research techniques to identify and analyse sources.
- Be familiar with specialist tools in digital and social media marketing including appropriate software.
- Act as an independent learner.
- Communicate to an audience effectively in written, verbal or electronic format.
- Demonstrate effective interpersonal skills and intercultural competence to work in a team.
Designed to prepare you for a successful career in marketing and advertising, this course offers opportunities to gain industry experience, such as field trips, live cases with clients, business simulations and work experience2. We currently have placement collaborations with employers, including Bromwich Hardy and BioCote. Past students have done work placements such as Marketing Assistant at Kia Motors, Marketing and Communications Intern at Electronic Arts and Social Media Intern at BioCote.
Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market. You will have the support of the faculty’s dedicated Talent Team which has an extensive network of employers with a wide range of internship possibilities2. The Talent Team will also support you (subject to availability) with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres, as well as putting on frequent employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors2.
Where our graduates work
Our previous graduates have gone on to a range of careers in marketing, advertising, PR, brand management, marketing research, digital marketing, sales and general management, working for organisations such as Next, Dixons Carphone and Adidas.
Upon successful completion of our Advertising and Marketing BA (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Advertising and Marketing MA. You could continue to build on what you have learnt, further developing the theories, strategies and practices needed to prepare you for a career harnessing the power of marketing and advertising to drive business growth, or positively change behaviours.
We also offer alternative postgraduate degrees if you decide to take a slightly different route. You can explore all of your options using our postgraduate course search tool. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study.
How to apply
Full-time students applying to start in September should apply for this course through UCAS. Part-time students should apply directly to the university. Read our application pages to find out your next steps to apply.
If you'd like further support or more information about your course get in touch with us today.
Full-time students applying to start in September should apply directly to the university. Read our application pages to find out your next steps to apply.How to apply
For further support for international applicants applying for an undergraduate degree view our International hub.
You can also download our International guide which contains lots of useful information about our courses, accommodation and tips for travel.
Get in touch with us today for further advice and guidance.
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By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the 2021/22 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.
The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.
For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.
The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.
Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Placements and study abroad opportunities
Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).