Marketing BA (Hons)

 

Course Code

UCAS Code: N500
International Code: FBLU050

Location

Coventry University (Coventry)

 

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

Start date

September 2022

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Course overview

Study level: Undergraduate

Build awareness and understanding of contemporary marketing, and develop your creative, analytical, interpersonal and communications skills to kick-start your marketing career.

Marketing plays an enormous part in our everyday lives – in fact, 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. 

  • Explore all 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 of developing marketing plans and strategy and work in teams to create innovative solutions to an advertising brief and then pitch them to a client. 
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Global Ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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Employability

Career ready graduates, with the skills to succeed

Why you should study this course

  • CIM accredited degree - As part of the CIM Accredited Degree programme, upon successful completion of this course, you could be exempt from studying certain modules of CIM professional qualifications, which could help you to develop your potential future career (please see the Accreditation tab for further information).
  • DigiComm Lab - Access our DigiComm Lab*, 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 marketing with a work placement*. Past students have secured placements at IBM, L’Oreal, Rolls Royce, Microsoft, Procter and Gamble, Goldman Sachs, Disney and Warner Brothers.
  • Cesim SIMBrand -Work with others to develop marketing campaigns and hone your analytical skills using simulation games, such as the Cesim SIMBrand marketing management game designed to develop your understanding and command of the marketing planning process.
  • Latest tools and techniques - Learn from experienced staff who have worked as marketing executives, managers and directors of private and public sector organisations (staff are subject to change). They aim to bring knowledge of all the latest marketing tools and techniques – like Google Analytics and the online content creation tools currently proving popular in digital marketing.

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

CIM logo

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 Business 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.


Memberships

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. There is currently no intention for either of these memberships to lapse however if either of these memberships were not to be renewed we would notify applicants and students as soon as possible.  

Kick-starting my career at Coventry University

Aaron Middleton discusses the impact Coventry University has had on his career progression.

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Aaron Middleton

What you'll study

The main study themes covered on the course are:

  • Marketing - Exploring marketing research, consumer behaviour, digital marketing, contemporary marketing issues and marketing strategy. 
  • Advertising - Opportunity to analyse current advertisements and the opportunity to create your own campaigns. 
  • Business - Study core subjects, such as business organisation and accounting. 
  • Research - Explore how to conduct both primary and secondary research and put your skills into practice by undertaking an independent and in-depth study of a marketing topic of your choice. 

All of our Marketing courses share some first year modules, designed to develop your understanding of business in general, as well as introductions to marketing specialisms like market research, planning and communications, which provide a solid foundation for your ongoing studies. All year one modules are mandatory. 

Modules

  • 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.  

    Compulsory

  • 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.

    Compulsory

  • This module aims to introduce you to a range of learning and communication skills and enable you to develop into an active learner. The module intends to drive skills through the 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.

    Compulsory

  • 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.

    Compulsory

  • 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.

    Compulsory

  • 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 Skills*. 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)

    Compulsory

In your second year you have the opportunity to develop your expertise in key areas that underpin marketing, such as consumer psychology, consumer behaviour, campaign management and digital marketing. As the course develops, you will also study modules focused on preparing you for your potential future career options. All year two modules are mandatory.

Modules

  • This module will aim to 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.

    Compulsory

  • 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.

    Compulsory

  • 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. This module will also help you to understand that integrated campaigns are the result of successful management of the campaign across various types of marketing communications agencies.

    Compulsory

  • This module will address today’s business challenges associated with digital analytics. With the revolution of e-commerce and digital economy Digital Analytics has become a key framework for the corporate world and small businesses in twenty-first century. It has become an essential tool for crafting actionable strategy, measuring social media and multichannel effectiveness, and leveraging success through optimal experimentation using correct analytical techniques. Data driven marketing and analytics lies at the heart of twenty-first century business and marketing.

    Compulsory

  • 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.

    Compulsory

  • This module aims to develop your understanding of the contemporary aspects of brand management, including a focus on the emotional and cultural aspects of global and national brands, as well as focusing on the important area of measuring brand equity. You have already studied the basics of branding, but this module is about developing your knowledge further. 

    Compulsory

  • 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 Skills*. 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)

    Compulsory

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 will be the completion of an independent research project in a specialist area. You will be supported on a 1:1 basis by an academic supervisor with expertise 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. 

Modules

  • 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.

    Compulsory

  • This module aims to develop your critical understanding of marketing strategy. The module builds on the previous marketing planning knowledge and aims to provide a critical insight into the marketing frameworks studied to date. The module intends to use contemporary strategic marketing theory and practice to provide you with an insight into how this contributes to the development of competitive advantage. The module will also enable you to apply contemporary marketing theory to address organisational challenges. You also have the option to participate in the global X-Culture project (subject to X-culture running).

    Compulsory

  • 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.

    Compulsory

  • 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.

    Compulsory

  • 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 their 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.

    Compulsory

  • 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 Skills*. 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)

    Compulsory

  • Choose one from the following: 

    Sustainability Marketing - 20 credits

    This module aims to demonstrate that sustainability marketing is not another off-shoot or an alternative branch of thought or practice running alongside what is often referred to as conventional marketing. This module will show that sustainability marketing is not a mere cosmetic exercise but that it is rapidly becoming the new mainstream, standard and conventional way of marketing as there are no longer any more alternatives.

    Brand and Corporate Communications - 20 credits

    This module is intended for those who wish to understand the role of all aspects of corporate communications in building and sustaining the corporate brand and organisation reputation. In a 24/7 media environment, the importance of reputation management has never been higher. This module explores the wider context in which brands operate and the myriad of stakeholders who influence and can impact on corporate reputation.

    Optional

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 benefits from a focus on practical marketing skills and enables you the opportunity to fully explore the marketing discipline, with a range of modules covering a variety of topics. 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 campaigns and honing your analytical skills using simulation games, such as the Cesim SIMBrand marketing management game designed to develop your understanding and command of the marketing planning process. 

  • Learning and teaching incorporates lectures, seminars, tutorials, presentations, projects, workshops, simulation games and practical DigiComm Lab sessions, where you can use web design software, practice web platforms and blogging techniques, designed to develop your skills in manipulating new media for marketing and advertising applications.  
  • Get involved in live and simulated cases 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 industry, who are frequently invited to give talks about their experiences. In previous years this has included speakers from McCann Erickson, ITV Studios, Kantar, Marstons and the Mixed Reality Studio among others.
  • Participate in industry field trips, with past examples taking place at Jaguar Land Rover and Cadbury’s factory and exhibition tour, as well as visiting professional exhibitions, such as the Digital Marketing Show.

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.


Assessment

This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods include:

  • Formal examinations
  • Coursework
  • Presentations
  • Portfolio assessment

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 marketing best practice 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 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 teams. 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 may have opportunities to visit relevant companies to gain a real-life experience of 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.  

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.

Dan Zhang, BA (Hons) Marketing Course Director, quoted in 2021
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Entry requirements

Clearing places available on this course

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Additional requirements may apply

Haven't met the entry requirements or don’t have the right qualifications? You may still be able to progress onto a degree you’d love by studying a foundation or access course.

View our full list of country specific entry requirements on our Entry requirements page. You can also explore our International foundation year courses.


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.


Facilities

We have a range of facilities* available to support our Marketing students in putting the theories you are taught into practice.

Students sat in a booth in the Digicomm Lab

DigiComm Lab

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.

Students sat with a tutor in the Business Simulation Suite

Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give you the opportunity to improve your business skills.

Students sat with a member of the talent team talking

Talent Team

Need employability support? Our dedicated Talent Team are on hand to help. They can assist you in applying for work placements, graduate level jobs and offer skills development workshops. 


Careers and opportunities

On successful completion of the course, you will be able to:

  • Demonstrate a comprehensive knowledge and understanding of: the essential principles and practice of marketing and advertising; 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 corporate social responsibility in marketing and digital marketing.
  • Effectively use specialist tools in digital and social media marketing using appropriate software.
  • 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.

Designed to prepare you for work, this course offers opportunities to gain industry experience, such as field trips, live cases with clients, work experience and paid internships*. We currently have placement collaborations with employers, including Bromwich Hardy and BioCote. 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 aims to enhance your potential future career options. In your first year, the module ‘Employment and Academic Skills’ allows you to explore the skills needed to be successful during your studies, and then on into your potential future career, 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.

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 possibilities. 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 employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors.

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, Duracell and Blum UK.

Further study

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

  • Student Contract

    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.

    Tuition fees

    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.

    Accreditations

    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

    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.

    Additional costs

    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).

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