Marketing BA (Hons)Study level: Undergraduate
This course focuses on the discipline of marketing and will appeal to those with an interest in brands as commercial products and services, as ideas, and as charities and symbols in a variety of organisational settings.
Year of entry
Coventry University (Coventry)
3 years full-time
4 years sandwich
Marketing plays an enormous part in our everyday lives and it is present in almost every exchange of goods and services. For those with creative flair, analytical minds and a love of communicating, our Marketing BA (Hons) course could lead to a potential future career in this exciting field.
Joint Top Modern University for Career ProspectsGuardian University Guide 2021 and 2022
5 QS Stars for Teaching and FacilitiesQS Stars University Ratings
Top 5 UK Student City (Coventry)QS Best Student Cities Index 2023
Why you should study this course
This course offers you the chance to:
- Explore areas of sales and marketing from the creative to the analytical – whether that is advertising and brands, consumer behaviour and retailing, or new product development and market research.
- Develop your awareness and understanding of contemporary marketing and advertising concepts and theories and utilise appropriate analysis tools to investigate a marketing and/or advertising problem and develop appropriate solutions.
- Gain hands-on experience in - developing marketing plans and strategy, working in teams to create innovative solutions to an advertising brief and then pitching them to a client2.
- Experience presentations and networking opportunities with practitioners, from both global businesses and small, niche advertising agencies, together with both real and virtual field trips2. Prepare for a future career in marketing with a work placement2.
- Past students have secured placements at IBM, L’Oreal, Rolls Royce, Microsoft, Procter and Gamble, Goldman Sachs, Disney and Warner Brothers.
- Learn from experienced staff, many of whom have previously worked in roles such as marketing executives, managers and directors of private and public sector organisations. (Staff may be subject to change.)
Accreditation and professional recognition
The degree is accredited1 and recognised by the following bodies:
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 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.
What you'll study
This course has a common first year.
In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field.
We want your degree to fit around you, so upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).
Common first-year courses
- Advertising and Digital Marketing BA (Hons)
- Business Administration BBA (Hons)
- Business and Human Resources Management BA (Hons)
- Business and Marketing BA (Hons)
- Business Management BA (Hons)
- Enterprise and Entrepreneurship BA (Hons)
- Event Management BA (Hons)
- International Business Management BSc (Hons)
- Sport Management BA (Hons)
In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field.
Foundations of Management - 20 credits
This module introduces you to the essential building blocks of business and organisational management through a range of theories, concepts and approaches.
You can expect to explore the organisational structure, organisational design and business operations before learning about contexts which impact organisations, such as national culture, capitalism, demography and climate change.
Organisation Behaviour - 20 credits
This module explores how people interact with each other in the workplace and the impact that leaders and managers have upon that interaction. It examines the role of people management practices and how these affect individual behaviour in the workplace.
Marketing, Digital and Social Media - 20 credits
This module develops your knowledge and understanding of the fundamental concepts in marketing, including digital and social media.
You should develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions.
Business Decision-Making Using Data Analysis - 20 credits
This module introduces the fundamental concepts and principles of data analytics, and how they can be applied to assess and enhance organisational and functional performance and support decision-making.
This module is designed to help you develop an analytical mindset, deepen your understanding, and prepare you to use innovative data analytic tools, techniques, and methods.
Entrepreneurial Ideation - 20 credits
The aim of this module is to introduce you to the process of entrepreneurial ideation. Entrepreneurial ideation is the creative process of generating, developing, and communicating new ideas.
Through authentic and applied assessment, you will be invited to present your ideas to business and organisational leaders2.
Entrepreneurial Thinking - 20 credits
The aim of this module is to enable you to engage critically and creatively with entrepreneurship in the context of responsible management practice. Following an introduction to the key concepts and debates of general entrepreneurial principles, you will actively explore social, economic, and environmental challenges.
In year two you will start to drill down into core marketing subject areas, such as consumer behaviour and marketing insight. You will also explore areas such as integrated marketing communications and digital marketing. The knowledge gained within the year provides a solid foundation for your ability to understand and analyse the marketing function.
Integrated Marketing Communications - 20 credits
This module will provide an insight into how marketers develop and implement marketing campaigns. With more noise than ever in the external environment, you’ll explore how to make messages stand out and integrate with the plethora of channels companies advertise through.
Consumer Behaviour - 20 credits
Consumers are central to marketing, however they sit outside the organisational boundary and sometime exhibit unpredictable and counterintuitive behaviours. In this module, you will study key theories of consumer behaviour to improve your own marketing practices.
Marketing Insight - 20 credits
In this module you will learn how marketers can take complex data and develop valuable marketing insight to enhance marketing activity.
Brand Management - 20 credits
Brands are important symbols within marketing, helping organisations build strong and lasting bonds with consumers. In this module, you will study how to successfully manage brands. You will look at world-leading organisations and contemporary academic theory to gain a deep insight into the brand management process.
Digital Marketing - 20 credits
In this module, you will investigate the role marketing has in the digital age. You will study the constantly evolving nature of digital marketing, whilst learning how this fits into the overall marketing function.
Designing a Research Proposal - 20 credits
This module is designed to help equip students with the necessary skills and knowledge to undertake their final year project
There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement2 can often be beneficial. Work placement or study abroad years usually occur between your second and final year of study. They’re a great way to help you explore your potential career path, whilst developing transferable skills for the future.
If you choose to do a work placement or study abroad year, you will pay a reduced tuition fee of £1,2503. During this time you will receive guidance from your employer or partner institution, along with your assigned academic mentor who will ensure you have the support you need to complete your placement.
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 depends 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.
UK Work Placement– 0 credits
This module2 provides you with an opportunity to reflect upon and gain experience for an approved placement undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.
International Study/Work Placement – 0 credits
This module2 provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.
Year three aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from years one and two. You could also work on a large final project in an area of your interest, with the support of a mentor and your Academic Personal Tutor. The final year also allows you to personalise your learning experience depending on your interests or future career aspirations, there is a choice of five specialist modules, from which you select two.
Customer Experience – 20 credits
Consumers now not only expect outstanding products, they also expect excellent experiences. In this module, you will explore the importance of customer experience and how organisations can plan customer service journeys to enhance customer experience.
Marketing Strategy – 20 credits
All organisations need a clear and coherent marketing strategy to help achieve organisational objectives. In this module, you will gain an insight into the strategic planning process, and understand the latest trends in this area.
Project – 40 credits
This module will provide you with the opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse a topic in a specialist area of interest. You will choose a research topic related to your programme of study and apply critical analysis skills acquired through this and other modules to research the topic in depth.
Choose two options:
Big Data - 20 credits
Big data is changing the way companies operate and interact with their customers. This module will cover the key theories and concepts in this area and provide an insight into the role big data plays within organisations.
Sustainable Marketing - 20 credits
Climate change is currently one of the biggest threats to humanity. Marketing has traditionally been seen as a means of accelerating consumption, in this module you develop a critical insight into this phenomenon and learn how marketing can help develop sustainably.
Global Marketing - 20 credits
Despite the gradual growth of global consumer segments, understanding marketing across different global contexts is still imperative when seeking to develop a global organisation. In this module, you will study global marketing and investigate issues such as culture, product adaption versus standardisation and market entry methods.
Social Media and Influencer Marketing - 20 credits
Social media and influencers are reshaping how organisations interact with their consumers. In this module, you will study this phenomenon and analyse how organisations can successfully utilise social media and influencers.
PR and Event Management - 20 credits
Within marketing there has been a shift from the consumption of products to the consumption of experiences. Events are consumed through experience and therefore require specific marketing strategies and tactics to be developed. In addition, PR is an important marketing tool, but with the proliferation of digital we ask if PR is still relevant, in this module you will investigate this issue further.
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
This course benefits from a focus on practical marketing skills and enables you to fully explore the marketing discipline. You will have the opportunity to develop cutting-edge skills in marketing and communications research, analysis and planning, and the chance to work with others to develop advertising campaigns2.
The course aims to offer opportunities to:
- Get involved in live and simulated cases2 which aim to bring the subject alive, for example, you could find yourself simulating marketing planning in the international smartphone market.
- Hear from guest speakers from the industry2 who are invited to give talks about their experiences. In previous years this has included speakers from McCann Erickson, ITV Studios, Kantar, Marston’s and the Mixed Reality Studio amongst others.
- Participate in industry field trips2, with past examples taking place at Jaguar Land Rover and Cadbury’s , as well as visiting professional exhibitions, such as the Digital Marketing Show.
Teaching contact hours
We understand that everyone learns differently, so each of our courses will consist of structured teaching sessions, which can include:
- On campus lectures, seminars and workshops
- Group work
- Self-directed learning
- Work placement opportunities2.
If you would like more information, you can request information about teaching 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.
Additionally, you will be expected to undertake a significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.
Part of university life is undertaking self-directed learning. During a typical week, you will have time that allows you to work independently to apply the skills and knowledge you have learnt in taught or facilitated sessions to your projects or assignment briefs. This self-directed learning allows you to use your research skills, consolidate your knowledge or undertake collaborative group work.
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 2023/2024 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:
- Phase tests
- Group work
- Individual Assignments
- Critical Reflections
- Role play
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 opportunities
The fundamental nature of this course is international in its outlook, drawing on best marketing practices from around the world. We currently have long-running collaborations with KH Leuven in Belgium, School for Higher and Professional Education (SHAPE) in Hong Kong and PSB Academy in Singapore.
We run a number of Collaborative Online International Learning (COIL) projects on the course, which aim 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 opportunities2 to visit relevant companies to gain a real-life experience in marketing, either at home or abroad. 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 international experience opportunities may be subject to additional costs, competitive application, availability and meeting applicable visa and travel requirements and are therefore not guaranteed.
This is an ideal course for those who want to develop a well-rounded understanding of marketing, where flexibility is created to allow different marketing career pathways to be pursued. As the course progresses and the areas of marketing interest are developed, there will be opportunities to develop more market specialisms.
Typical offer for 2023/24 entry.
Not got the required grades? We offer this degree with an integrated foundation year.
Fees and funding
2023/24 tuition fees.
|UK, Ireland*, Channel Islands or Isle of Man||£9,250 per year||Not available|
|EU|| £9,250 per year with EU support bursary**
£16,800 per year without EU support bursary**
|International||£16,800 per year||Not available|
If you choose to do a work placement2, you should consider travel and living costs to cover this. There is also a tuition fee3 of £1,250 that will cover your academic support throughout your placement year.
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.
The following are additional costs not included in the tuition fees:
- Any optional overseas ﬁeld trips or visits: £400+ per trip.
- Any costs associated with securing, attending or completing a placement (whether in the UK or abroad)
*Irish student fees
The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.
**EU support bursary
Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in-line with that of UK students. Students studying a Degree with a Foundation Year with us are not eligible for the bursary.
How do you know if you need to pay UK or international tuition fees?
We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the government's Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.
If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.
We have a range of facilities available4 to support our 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.
Our dedicated Talent Team can assist you in applying for work placements, graduate-level jobs and offer skills development workshops. They also organise networking events to introduce you to potential employers and industry contacts2.
Careers and opportunities
Upon successful completion of the course, you will be able to:
- Demonstrate a comprehensive knowledge and understanding of the essential principles and practices of marketing and advertising, and how an organisation interacts with its external environment customers and stakeholders.
- Identify and analyse relevant sources of marketing information and research techniques across different contexts and cultures.
- Appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
- Effectively use specialist tools in digital and social media marketing using appropriate software4.
- Demonstrate knowledge and understanding of the holistic nature of a business organisation, the financial management of organisations and the strategic management and operational aspects of marketing, within a business context.
This course seeks to equip you with the latest skills in marketing, helping to provide a springboard for a successful career in marketing. The course is aimed at students wishing to pursue a career in marketing, in roles such as Brand Manager, Market Research Manager, Customer Experience Manager and Marketing Manager.
Designed to prepare you for work, this course aims to present you with opportunities to gain industry experience, such as field trips, live cases with clients, work experience and paid internships2. Past students have done work placements such as International TC Marketing Placement at Warner Bros, Marketing Intern at Bosch and Marketing Placement at SAP.
In addition, careers-based modules are embedded into the course designed to help build transferrable skills which aim to enhance your potential future career options. In your first year, you can explore the skills needed to be successful during your studies, while in your second and third years, more tailored modules give you the opportunity to prepare to potentially enter the world of work, with a focus on potential future career options in marketing.
Where our graduates work
Some of 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 with a wide range of large and small organisations such as:
- Haines Watts
- Listers Group Reckitt
- Blum UK
- Rolls Royce
- Warner Brothers
- Purity Brewing
- KIA Motor Cars
- Molson Coors
Upon successful completion of our 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 International Marketing Management MSc. You could continue to build on what you have learnt, further exploring the skills which may be needed to work within an international businesses, using marketing to drive growth and business success.
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 2023 can apply for this course through UCAS from 6 September 2022. Read our application pages to find out your next steps to apply.
Part-time students should apply directly to the university.
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 2023 should apply directly to the university.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.
Coventry University together with Coventry University London Campus, CU Coventry, CU London, CU Scarborough and Coventry University Online come together to form part of the Coventry University Group (the “University”) with all degrees awarded by Coventry University.
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.
2UK and international opportunities
Please note that we are unable to guarantee any UK or International opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel COVID and visa requirements. To ensure that you fully understand the visa requirements, please contact the International Office.
The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permit an increase in tuition fees, the University 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.
For International Students, we may increase fees each year but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.
Due 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.
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 2023/24 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.