Marketing and Public Relations BA (Hons)
UCAS Code: N520 - Degree
UCAS Code: 025N - HND
UCAS Code: 095N - HNC
CU Coventry (Coventry)
3 year - Degree
2 year - HND
1 year - HNC
Study level: Undergraduate
This degree in Marketing and Public Relations (PR) aims to equip you with the knowledge, competences and skills that are required to be successful in contemporary marketing and public relations industries. Recognised by and containing content from the Chartered Institute of Public Relations (CIPR) and the Chartered Institute of Marketing (CIM), you will become a member of this professional association for the duration of your course.
In recent years marketing and PR has gained increasing significance as organisations look to face local, national and international challenges.
Marketing and PR roles range from identifying customer needs, creating ideas and building and managing a positive brand reputation. This function is required across almost every industry, giving graduates a variety of sectors to work in such as fashion, retail, public sector, professional services, manufacturing and more.
Why CU Coventry
We offer a style of education which is flexible and designed to fit around your life, allowing you to benefit from a modern, forward-thinking higher education institution, reinforced by the quality and reputation of Coventry University. We aim to provide career-focused courses, wherever possible, coupled with placement opportunities to help prepare you for the world of work. We are dedicated to making higher education accessible and enjoyable to everyone, so we keep our fees low and made it a policy to cover one module at a time, allowing you to become a specialist in each topic before moving onto the next.
Accreditation and Professional Recognition
If the accreditation of this course changes we would seek to notify applicants and students as soon as possible.
The Chartered Institute of Public Relations
The Chartered Institute of Public Relations (CIPR) is the leading representative body for the PR profession and industry in Europe. Students achieve both academic and vocational awards (including HNC/HND and Coventry University Honours Degree) and professional recognition from the CIPR. As members of the CIPR, students will have access to benefits offered by the professional body such as networking opportunities, extensive learning resources and improved employment opportunities.
Chartered Institute of Marketing
Students who complete the Marketing and Public Relations HNC will be exempt on an Accredited Prior Learning (APL) basis from the CIM Level 4 Certificate in Professional Marketing modules ‘Marketing’ and ‘Integrated Communications’. They will be required to pass one elective module to obtain the CIM Level 4 Certificate in Professional Marketing qualification. On completion of the BA (Hons) Marketing & Public Relations students will also be exempted on an APL basis from the CIM Level 6 Diploma in Professional Marketing module ‘Marketing & Digital Strategy’. They will be required to pass two modules, Innovation in Marketing (mandatory), plus one elective module to obtain the CIM Level 6 Diploma in Professional Marketing.
What you'll study
This course aims to provide an understanding of best practices in the marketing and PR industry.
Alongside extensive knowledge of significant marketing functions within core business strategies, you will be given the opportunity to learn skills for the marketing sector. Within this course, you will have the opportunity to embark on study trips, as well as mandatory marketing training with local employers and industry experts.
Furthermore, you’ll learn to develop creativity with an entrepreneurial flair and successfully combine innovative ideas with strategic thinking.
The first year is designed to introduce the field of marketing and public relations, focusing on the macro environment, core principles and the role of PR in marketing practices. Throughout the year, the course aims to introduce skills in decision making and information management, along with the fundamentals of marketing communications, providing you with a solid foundation for further exploration in years. Students who successfully complete year one are eligible for a Higher National Certificate (HNC) in Marketing and Public Relations.
In this introductory module, you’ll discover the importance of the marketing function in organisational success. You’ll look at popular tools, techniques and marketing strategies commonly used and identify the key points of value creation for diverse customers.
Developing key analytical skills, you’ll learn the quintessential tools for marketing communications. Gaining invaluable insight, you will learn to understand integrated marketing activities and assess the importance of consistency with social and ethical principles, while fulfilling legal and regulatory requirements.
Public Relations in Context
This module focuses on the fundamental context of public relations. You’ll be introduced to core topics including definitions, history, ethics, corporate social responsibility and importantly, how PR integrates with other marketing functions. You’ll also discuss the pros and cons of working for an agency or working in-house, and study good and bad PR practices.
Contemporary Skills for Public Relations
As the world moves further towards instant global communication, the skills needed for successful strategy have evolved. In this module, you’ll learn contemporary PR skills such as copywriting, internal communication and crisis communications for international companies. You will also cover media management, where you’ll identify and discuss successful strategies in digital media.
As the course progresses, you'll build on the knowledge gained in year one to cement a solid foundation of core principles. This year, with a focus on the online sphere, you will learn about technology systems to successfully develop and implement innovative marketing strategies. Relationship management and innovative strategy is introduced, alongside enhanced digital marketing practice and effective market segmentation. Students who successfully complete year two are eligible for a Higher National Diploma (HND) in Marketing and Public Relations.
By using real examples of advertising and marketing you’ll explore the essential tools to operate in the digital environment. You will learn how to monitor the effectiveness of a campaign and formulate unique strategies to enhance customer experience, while developing your knowledge of current trends, threats and opportunities in digital marketing.
An entrepreneurial mindset is essential for the creation of innovative ideas for products and services. In this module you will learn about the concept of entrepreneurial marketing which is the process of creating new, monetisable ideas by adopting the notion of effectuation. You also have the opportunity to practice the use of modern techniques such as targeting, segmentation and positioning.
Innovation in PR
Having the ability to integrate innovation into strategic creation is a skill sought-after by many. We aim to develop your skills in idea creation, innovation and enterprise in PR. Working with your peers, you’ll develop creative approaches for successful public relations practice, studying famous companies for contemporary and relevant assessments.
Media Relationship Management
Focusing on characteristics of key media relationships, you’ll learn how to attract and maintain a mutually beneficial relationship with media sources. You’ll cover the importance of trust and use case studies of famous companies to critically assess positive and negative media coverage.
This course offers you the option to undertake a professional placement or study abroad year*. If you wish to do so, you can opt to take the Professional Placement module or the Study Abroad module which both typically run for a full academic year between years 2 and 3 of your course. You are able to progress onto the relevant module if you have successfully completed the first two years of the course (i.e. having accumulated 240 credits) and provided that you confirm your interest in undertaking this option before the end of your second year, typically in August.
While the Professional placement or study abroad option modules you undertake are non-credit bearing but do not incur any additional tuition fees, if successfully completed, these modules will appear on your final academic transcript. In addition, if you complete this year, you will also gain an enhanced degree award title as the additional suffix of “With Professional Placement” if you’ve gone on a work placement and “With Study abroad” if you’ve gone on a study abroad programme will be added.
The Talent Team can provide you with a wide range of support services in order to help you apply for a placement opportunity. Past students have worked with Jaguar Land Rover, the Bugatti Trust and Imagination. Several students have had internships in London, Birmingham, Amsterdam, Berlin, Stuttgart and Bologna.
In your final year of study, you will consolidate your expertise through professional placements and your own, self-defined marketing and PR research project. By the end of the course, you will have gained the skills and proficiency necessary for successful integration into the marketing industry. Students who successfully complete year three are awarded a BA (Hons) degree in Marketing and Public Relations.
International Marketing and PR
Refining knowledge of successful marketing and PR practices, this module focuses on international trade and the distinctions between multilateral marketing, international marketing and pure exporting. Familiarising yourself with key models and theories, economic and non-economic factors is highly important, therefore you’ll also explore topics such as globalisation.
Advanced PR Planning
Drawing on the knowledge of the previous years, tutor insight and independent research, you’ll explore the advanced practice of PR planning in modern organisations. Our tutors will take you through the disciplines of planning and strategy with key considerations, such as behaviour change, target planning, management and structuring of PR teams.
Strategic Marketing Management
Your tutors will teach you core subjects of marketing management, including the building of profitable relationships, creating and delivering brand value and global marketing. Most importantly, you’ll develop the skills and techniques required to create successful marketing strategies and learn how to sustain competitive advantage for contemporary organisations.
Marketing and PR Research Project
You will take charge of delivering a relevant and innovative research project to industry standard. This offers the opportunity to consolidate and showcase the skills and knowledge accumulated throughout the course on a topic of your choosing, incorporating contemporary marketing and PR issues, recommendations and critical reflection on outcomes.
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
There are two main taught options for this course. It is available as a full-time three year programme or an optional four-year sandwich course where you undertake a work placement or study year in a related field.
Our teaching methods are varied, offering a number of teaching styles to suit the needs of all our students, so in addition to lectures, we also utilise a blended learning approach, including online aspects, workshops and group work. You can expect up to 20 hours of learning activities per week, made up of face-to-face teaching, individual and group tutorials, online classes and independent learning. We also operate an open-door policy, with additional availability via email and our online learning platform, Aula.
Progression through the modules develops knowledge and skills, including communication (written and oral), study skills, research methods, project management, presentation and career development. We will also encourage you to consider your employability and/or entrepreneurial development.
Unlike traditional institutions, there are no end of year exams. Instead, learning is assessed through coursework and phase tests, which is more reflective of our learning model.
The learning outcomes of modules, assignments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade.
Breakdown of final grade assessment (may be subject to change):
- Interactive Assessments
On successful completion, you will have had the opportunity to:
- Demonstrate understanding and knowledge of the theoretical, analytical and practical aspects of marketing and PR.
- Understand environmental factors that influence sales and marketing strategies, policies and processes which includes the competitive marketplace, supply chain, technology, legislation, regulation and social factors.
- Sources of market information, analysis and research techniques. You will be introduced to the fundamental tools and techniques to undertake reliable market research activities, including an exploration of the role of an external marketing agency. You will also look at the most readily available sources of market information, as well as a consideration of the theories related to assessing the quality of market research information.
- Critically appraise theories related to the development of an international marketing strategy and the risk factors that need to be considered in the development of a successful strategy, including country, currency, cultural and competitor risk.
- Strategic leadership and management. You will examine the resources and operations in respect of sales and marketing operations within an international business context. You will also put together a critical analysis of strategic leadership theory related to the context of a marketing and PR function, including issues related to ethics and governance. You will also explore methods for workforce management and control, including managerial principles as well as tools and techniques.
International experience opportunities
Previous students have had the opportunity to participate in international field trips* to Barcelona, Amsterdam and Geneva, as well as getting involved in collaborative online learning projects with international universities, most recently Aalborg University in Denmark.
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.
We pride ourselves on offering competitive tuition fees which we review on an annual basis. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.
|Student||Full time||Part time|
|UK||£6,800 per year||Not available|
|International||£15,300 per year||Not available|
Located on our Mile Lane campus, you will have access to our Library & Learning Services (LLS), fully equipped seminar rooms and impressive IT suites.
Plus, you can take advantage of reading rights in Coventry University’s Lanchester Library, make use of sport centre facilities and receive full membership to Coventry University Students’ Union (CUSU).
Careers and opportunities
With an ever-growing demand for marketing professionals in all industries, graduates of a marketing course have an expansive list of career pathways to explore.
Possible career routes include digital marketing, events management, account management and more. While many graduates progress directly into careers in marketing, PR and sales, this course could also lead to a master’s degree and professional qualifications.
Where our graduates work
Graduates from our marketing degree have progressed on to positions including Marketing Coordinator, Account Executive and Graduate Manager.
How to apply
Full-time UK undergraduate students apply through UCAS. Otherwise, you will need to apply to CU directly. 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.
International students should apply directly to CU directly. Read our application pages to find out your next steps to apply.How to apply
If you'd like further support or more information about your course get in touch with us today.
By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the CU Group. 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 CU Group will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at CU Coventry.
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.
Many 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 CU Group 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.