Marketing and Public Relations with Foundation Year BA (Hons)Study level: Undergraduate
The Marketing and Public Relations with Foundation Year BA (Hons) course aims to provide you with a solid grounding for building a career in the contemporary marketing and public relations industries.
Year of entry
CU Coventry (Coventry)
4 years full-time
5 years sandwich
The information on this page is for 2022-23 entry and should be used as guidance for 2023-24 entry. Please keep checking back on this course page to see our latest updates.
In recent years marketing and PR has gained increasing significance as organisations look to face local, national and international challenges. The Marketing and Public Relations with Foundation Year BA (Hons) course aims to provide you with a solid grounding for building a career in the contemporary marketing and public relations industries.
The strength of the course lies in preparing students, who are unable to follow the more traditional route onto a degree course in Marketing and Public Relations.
- The Marketing and Public Relations with Foundation Year BA (Hons) begins with an introduction to the world of business with a strong focus on management, business communications and marketing in a global context. The initial foundation year creates opportunities for you to develop vital business skills and to put theory, both traditional and contemporary, into practice with real-world scenarios as well as preparing you for study at undergraduate degree level.
- Students who successfully complete their foundation year will then progress onto the Marketing and Public Relations BA (Hons).
- The Marketing and Public Relations BA (Hons) degree part of the course 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.
- 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. Wherever possible we aim to provide career-focused courses, coupled with placement opportunities2 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, so you have the opportunity to study topics in-depth and give assignments your full attention before moving onto the next.
Accreditation and Professional Recognition
The degree part of this course is currently accredited and recognised by the following bodies for the 2022/2023 intake1:
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 & Public Relations HNC (year two) 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 trips2, 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.
Your foundation year is a common first year for other courses which could mean you will work alongside students doing similar courses to you which would widen your knowledge and exposure to other subject areas and professions. You may also have the potential opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn.
If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).
This course shares a common foundation year with Business Management and Leadership with Foundation Year BA (Hons) and Tourism and Hospitality Management with Foundation Year BA (Hons).
This module explores the application of communication in business through a variety of methods. You are required to undertake a range of practical activities such as role plays, in different organisational and cultural settings, and examine the relationship between management and workforce. You’ll also conduct thorough research of communications, using analytical theories as well as examining key management communication tools. Finally, you’ll identify your own, personal learning style, and have an opportunity to develop these skills within a supportive and culturally sensitive environment.
This module aims to provide an overview of the skills required by managers and leaders in business. You’ll explore why having an effective manager is crucial to the success of an organisation, in addition to identifying successful characteristics of a manager and highlighting how they contribute to the development of a cohesive and productive workforce. We also encourage you to develop and refine your own management characteristics, as you look at relevant theories such as motivation, decision-making and problem-solving. You’ll get to practice a range of management activities and learn the competencies required to manage a business effectively.
Marketing for Business
The role of marketing within an organisation is critical to the success of any business. This module develops your understanding of the key principles of marketing and how these contribute to the achievement of business objectives. Marketing is a vibrant, fast-paced and exciting area of business and by the end of this module, you’ll know the role of marketing research, effective planning and the development of a fundamental tool, the marketing mix. You’ll also exercise your acquired analytical skills and evaluate key, contemporary techniques and their practical applications in a business setting.
In today's highly competitive environment, there is an increasing number of small and medium sized firms that are involved internationally and the trend is expected to continue due to the globalisation of the world economy, markets, and intensified international competition.
Students will explore the growing importance of global business in the 21st century, and consider a range of operational activities and their interdependent roles and impact upon the wider strategy of the organisation wishing to trade internationally. The module will cover the principles of international trade and global business and the challenges faced by organisations, cultural differences, ethics and logistics from the viewpoint of achieving both operational and strategic objectives.
This 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 two are eligible for a Higher National Certificate (HNC) in Marketing and Public Relations.
In this 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 your first two years 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 this year 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.
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 placements usually occur before your final year of study. They’re a great way to help you explore your potential career path and gain valuable work experience, whilst developing transferable skills for the future.
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.
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 the final year 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
Your initial foundation year is focused on applied learning geared to high intensity teaching and study throughout the course. The delivery of course content is a blend of lectures, tutorials and online mediums.
After your foundation year, you will have the option to do another three years full-time or another four-years full-time as a sandwich course, where you undertake a work placement or study year in a related field2.
Our teaching methods are varied, offering a number of teaching styles to suit the needs of all our students, so in addition to lectures, we also utilise a blended learning approach, including online aspects, workshops and group work. We also operate an open-door policy, with additional availability via email and our online learning platform, 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.
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 20 contact hours per week each year (excluding placement year). Additionally, you will be expected to undertake up to 30 hours of self-directed study, depending on the demands of individual modules.
As an innovative and enterprising institution, CU Coventry may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), CU Coventry 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.
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.
During your foundation year, 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.
Assessment methods vary and include, practical class and project performance, written practical reports, project thesis, oral presentations, tutorial tasks and assessments which take place at the end of each six-week block. This course will be assessed using a variety of methods which will vary depending upon the degree selected or the module.
- Interactive assessments
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.
Typical offer for 2023/24 entry.
Fees and funding
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This course with foundation year is not currently available to international students. If you do not meet the entry requirements to directly join year 1 of the degree, please take a look at our International Pathways Programme for additional options.
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.
Tuition fees3 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.
The following are additional costs not included in the tuition fees3:
- 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).
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.
All our facilities are located at Mile Lane. Our building has been designed to enable collaboration, creativity and innovation to flourish, and includes (subject to availability):
- Indoor and outdoor social spaces, including a café
- A library that includes loan laptops, over 115,000 eBooks and a silent study area
- Open access IT suites and 83-inch teaching screens
- Engineering lab, science lab and a moot courtroom
- Student support and careers advice teams
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.
On successful completion of Marketing and Public Relations with Foundation Year BA (Hons), 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.
Where our graduates work
Graduates from our marketing degrees have progressed on to positions including Marketing Coordinator, Account Executive and Graduate Manager.
How to apply
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 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.