Marketing and Public Relations BA (Hons)

Undergraduate

Gain insight into campaign planning, brand storytelling and audience engagement across marketing, PR and digital media.

Course option

Degree with foundation year

Year of entry

2026-27 2027-28

Location

CU Coventry (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

UCAS codes

N520

Start date

September 2027

How to apply

Book an Open Event

Download a prospectus

Course overview

Marketing and public relations shape how organisations build trust, manage reputation and communicate with audiences in a fast-changing world.

If you are interested in creativity, communication and audience behaviour, this course allows you to explore how organisations plan campaigns, develop brand identity and respond to public expectations across marketing, PR and digital media.

You’ll study the principles and practices largely followed in professional communication, including marketing strategy, public relations planning, digital analytics, media relations, reputation management, ethical practice and international campaigns. This course also considers how social, cultural and technological change, including the use of AI-enabled tools, is influencing how messages are created, targeted and evaluated.

Through applied tasks, case studies and project work, you’ll be encouraged to develop critical thinking, communication, research, planning and creative problem-solving skills. This can help you build knowledge relevant to communications-related roles across agencies, in-house teams, public bodies, charities, start-ups and global organisations.

Why study this course

Develop marketing and PR skills relevant to modern communications practice
Explore how marketing and PR work side by side across campaigns, communication, brand reputation and audience engagement, helping you build a broader skill set for communications-related roles in a fast-changing industry.
Build digital, analytics and AI knowledge
Develop knowledge of digital marketing, media management and strategic communication while exploring how digital analytics, ethics and artificial intelligence are shaping modern marketing and PR practice. The specific tools and examples used may change as industry practice develops and evolves.
Think creatively, entrepreneurially and ethically
Study entrepreneurial and ethical marketing, innovation in PR and sustainable thinking, helping you generate ideas, think creatively and understand the responsibilities involved in influencing audiences and building brands.
Connect learning with industry practice
Apply your learning to current marketing and PR contexts through practical projects, case studies and, where available, guest input, professional networks or employer engagement.
Study one module at a time
Focus on one 30-credit module over a six-week block with no end-of-year exams. This approach uses practical, exam-free assessments to build your knowledge step by step with regular feedback.

Memberships

Chartered Institute of Public Relations (CIPR)

You will receive a free student membership to the Chartered Institute of Public Relations (CIPR) for the duration of the course.¹ This membership can provide you with access to resources, mentoring, groups and networks. For a full list of the latest benefits and information, please visit the CIPR website.

CIPR is the world's only Royal Chartered body for public relations professionals. They are committed to promoting professional standards and lifelong learning, supporting the careers of their members and increasing public understanding of PR. After completing your course, you may choose to apply for full CIPR membership. CIPR sets requirements, which are subject to change. Check the CIPR website for full details and the most up-to-date information.

What you'll study

Modules

Public Relations Principles – 30 credits

This module introduces the role of public relations and how it supports organisations across the public, private and third sectors.

You will explore the historical development of PR and how the industry has changed in response to new technologies, consumer behaviour and increased public scrutiny. This module also looks at sustainability, ethical practice, reputation, in-house and agency PR, and the relationship between PR and marketing communications.

Compulsory

Marketing Communications – 30 credits

This module introduces the importance of effective communication in building relationships and delivering value to customers.

You will explore communications planning, the marketing communications mix and integrated marketing communications. You will also consider how organisations engage different stakeholders, the purpose of interactive communication and the skills needed to manage marketing communications effectively.

Compulsory

Fundamental Marketing Principles – 30 credits

This module introduces the role of marketing in helping organisations create value and meet customer needs.

You will explore how marketing has developed, from production and sales approaches to modern marketing and societal marketing. You will also examine customer behaviour, marketing tools and techniques, the marketing environment and contemporary trends that influence marketing decisions.

Compulsory

Professional Practice for Public Relations – 30 credits

This module explores the knowledge and skills needed to work in contemporary public relations.

You will examine how digital technology has changed PR practice and how traditional methods can be combined with modern communication tools. This module covers PR planning, media relations, social media, reputation management, sector differences, target audiences and writing for digital and traditional media.

Compulsory

Modules

Digital Marketing and Analytics – 30 credits

This module is designed to develop your understanding of current trends in the digital marketing environment.

You will explore digital tools, customer experience, digital platforms, campaign performance, and the challenges and opportunities of working in digital environments. You will also examine how data, metrics, analytics and market intelligence can support digital marketing decisions and help organisations optimise campaigns.

Compulsory

Entrepreneurial and Ethical Marketing – 30 credits

This module explores how entrepreneurial thinking can support the development and marketing of new products and services.

You will examine how new ideas are created, how innovation can respond to customer needs and how marketing can support entrepreneurial activity. This module also considers ethical marketing, social responsibility, innovation adoption, diffusion and the challenges of implementing new marketing ideas.

Compulsory

Creativity and Innovation in Public Relations – 30 credits

This module considers the role of creativity, innovation and enterprise in public relations.

You will examine creative approaches to PR, critical thinking, idea generation and innovation processes. You will discuss creativity at individual, team and organisational levels, developing practical skills in creating engaging communications and social media content.

Compulsory

AI and Media Relationship Management – 30 credits

This module explores media relations in a changing media landscape shaped by digital technology, automation and artificial intelligence.

You will examine how PR professionals build relationships with journalists, broadcasters and digital media professionals. You will also explore content creation, audience research, storytelling, media monitoring, reputation management, crisis response and the ethical use of AI-enabled tools in media relations.

Compulsory

To help you explore a potential career path and apply your learning in a professional setting, you may be able to undertake a work placement² between your second and final years of study. Work placements can help you gain practical experience, develop transferable skills and gain insight into the type of work you may want to do in the future.

Placements are optional and are not guaranteed. You will need to apply for opportunities, and each placement must be approved before it can count towards your placement year. Employers or host organisations make the final selection decisions, and you may need to meet academic, conduct, right-to-work, visa or other eligibility requirements.

Key opportunities

Complete an approved work placement: apply for practical experience related to your course and career ambitions, typically lasting at least 26 weeks.
Reflect on professional development: recognise and document the skills, knowledge and experience you gain during your time in industry.
Broaden your global perspective: where available, you may be able to apply for an international work or study opportunity. These opportunities may depend on availability, academic approval, eligibility, visa and travel requirements, and additional costs.

This optional year is non-credit-bearing. If you successfully complete it, your experience will be formally recognised on your final degree certificate.

If you are sponsored by the University and choose to apply for an international work placement, you must comply with UKVI immigration regulations. You can contact us for guidance before making arrangements.

Modules

Strategic Public Relations Planning – 30 credits

This module explores public relations as a strategic management function.

You will examine how PR planning supports organisational strategy, stakeholder engagement and business objectives. This module also considers campaign planning, behaviour change, organisational structures, research, measurement and the delivery of effective public relations activity.

Compulsory

International Marketing and PR – 30 credits

This module explores international marketing and public relations for goods and services.

You will examine how organisations enter overseas markets through exporting, licensing, joint ventures or subsidiaries. You will also consider economic factors, cultural awareness, world trading blocs, global campaigns, supply chains and the public relations challenges faced by international organisations.

Compulsory

Marketing and Public Relations Project – 30 credits

This module allows you to undertake sustained research into a current topic in marketing or public relations.

You will identify a research theme, develop aims and objectives, review academic and practitioner literature, and then present your findings in project report format. This module also supports reflection on research skills and personal development.

Compulsory

Strategic Marketing Management – 30 credits

This module focuses on contemporary marketing management and strategy.

You will examine how managers make strategic marketing decisions in competitive and changing environments. Topics include strategic positioning, marketing planning, customer relationships, brand value, global marketing, resource use and the role of marketing strategy in organisational direction.

Compulsory

We regularly review our course content to keep it relevant and current for our students. Consequently, we may update modules to reflect the latest industry standards.

How you'll learn

Teaching and learning methods may include:

lectures: gain structured insight into key concepts, current thinking and research
seminars: engage in discussion and debate, deepening understanding and critical thinking
tutorials: receive guidance to explore ideas, address questions and consolidate learning
presentations: develop communication skills and the ability to explain ideas clearly
group projects: build teamwork and collaboration skills while responding to practical challenges
workshops: apply knowledge through practical activities and problem-solving tasks
online learning: access digital resources and activities that support study and reinforce key concepts.

Teaching contact hours

As a full-time undergraduate student, you will study modules totalling 120 credits each academic year. A typical 30-credit module requires 300 hours of study. Study hours are made up of teaching contact hours and guided and independent study.

Teaching hours

Teaching hours may vary, depending on where you are in your studies, but on average, you will have between 10 and 12 teaching and learning hours each week. You will also have the option to attend additional sessions, including time with a progress coach or to meet with staff for advice and feedback. As you progress through your studies, teaching hours may reduce.

Guided and independent study

Throughout your studies, you will be expected to spend time in guided and independent study to make up the required study hours per module. You will be digging deeper into topics, reviewing what you’ve learnt and completing assignments. This can be completed around your personal commitments. As you progress to the end of your studies, you’ll spend more time on independent learning.

Online learning

As an innovative university, we use different teaching methods, including online tools and emerging technologies. So, some of your teaching hours and assessments may be delivered online.

Assessment

Assessment methods vary by module and may include:

coursework
essays
reports
projects
group work
presentations
marketing pitches
vlogs
time-constrained assessments
research assignments.

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.

Entry requirements

Typical entry requirements:

104 UCAS tariff points. GCSE maths and English at grade 4 / C or Functional Skills Level 2, or other equivalent Level 2 awards. Minimum two A2 levels or BTEC equivalent qualification. Overall grade of Merit in the T level qualification in any subject.

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

Contextual/Fair Access Offers

If you meet the criteria for our Fair Access Offer, you could automatically receive a contextual offer which is 16 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Offer.

You can view our full list of country specific entry requirements on our Entry requirements page.

Alternatively, visit our International hub for further advice and guidance on how to apply and travelling to and living in the UK.

English language requirements

IELTS: 6.0 overall, with no component part lower than 5.5.

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

For more information on our approved English language tests visit our English language requirements page.

Not got the required grades? We offer this degree with an integrated foundation year.

Fees and funding

Student	Full-time	Part-time
UK, Ireland*, Channel Islands or Isle of Man	2027/28 fees TBC 2026/27 fees: £9,790 per year	Not available
EU	2027/28 fees TBC 2026/27 fees: £9,790 per year with EU Support Bursary 2027/28 fees TBC 2026/27 fees: £15,500 per year without EU Support Bursary	Not available
International	2027/28 fees TBC 2026/27 fees: £15,500 per year	Not available

If you choose to study this course with a professional placement² or study abroad year, you will need to pay a tuition fee³ to cover your academic support throughout your placement year. Students commencing their professional placement in the academic year 2028/29 will pay £1,575 if they are paying UK fees, or £1,900 if they are paying international fees.

For advice and guidance on tuition fees and student loans visit our Fees and Funding page and see The University’s Tuition Fee and Refund Terms and Conditions.

The University will charge the tuition fees that are stated in the table above for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permits 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 the Retail Price Index (RPI), a UK measure of inflation that tracks changes in the cost of living.

If you choose to study this course with a professional placement or study abroad year, the University will charge the tuition fees stated above for those on a placement during Academic Year 2028/29. The University will review professional placement tuition fees each year. For UK (home) students, the University may increase fees for each subsequent year of study, but such that it will be no more than 5% above RPI.

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) you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

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) which may include costs of travel, accommodation, equipment or uniform required for the placement and any visa-related costs.

*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 assess your fee status using the information in your application. This status determines your tuition fees and the scholarships or financial support you can get. The Department for Education sets the rules for who pays UK (home) or international (overseas) fees in England.

The regulations list which students can pay the home fee rate. Because these rules are complex, the UK Council for International Student Affairs (UKCISA) provides fee status guidance to help you find the right category. If you meet all the criteria for one category, your institution must charge you the home rate.

Facilities

All our facilities are located at Mile Lane, where the building has been designed to support collaboration, creativity and independent study. You can use the library, open-access IT suites and laptop loan scheme to help you study on campus or around your own schedule.

The library offers a silent study area and access to an extensive collection of eBooks and online learning resources. Teaching spaces feature large screens to support interactive learning. Between classes, you can relax in indoor and outdoor social spaces, grab a coffee in the café, or speak to our student support and careers advice teams.

When available, you can also make the most of the facilities at the main Coventry University campus.

You’ll use facilities through timetabled teaching, practical activities and relevant independent study. Access may vary by module, activity, capacity, supervision or safety requirements. Access may change or be limited where the University needs to follow public authority guidance, decisions or orders.

Careers and opportunities

Marketing, public relations and digital communications skills are used across almost every sector, from agencies and consumer brands to public services, charities, start-ups and international organisations.

This course is designed to support future career paths in areas such as marketing, public relations, communications, digital media, brand management, campaign planning, social media, content creation, market research, media relations and reputation management. You’ll be encouraged to develop transferable skills in communication, teamwork, digital literacy, planning, research and creative problem-solving, which can be valuable in a wide range of graduate roles.

Possible career routes may include:

marketing executive
public relations executive
communications officer
social media executive
digital marketing executive
content marketing assistant
campaign coordinator
media relations assistant
brand assistant
market research assistant
copywriter
account executive
events and communications assistant
internal communications assistant
charity communications officer.

You may also choose to continue to postgraduate study or professional development in areas such as marketing, public relations, digital communications, media, branding or business.

These are examples of possible career paths. Some roles may require further training, professional accreditation or experience.

How to apply

BA (Hons) with foundation year

Apply via UCAS

C85

Institution code

View our courses on UCAS

Visit UCAS

UK students

Full-time UK undergraduate students apply through UCAS. Read our application pages to find out your next steps to apply.

How to apply

Apply via UCAS

If you'd like further support or more information about your course get in touch with us today.

+44 (0)24 7765 6565

cuc@coventry.ac.uk

Complete our contact form

International students

International codes:
CUGU011

International students should apply to CU Coventry directly. Read our application pages to find out your next steps to apply.

How to apply

For further support for international applicants applying for an undergraduate degree view our International pages or Coventry University Group's International hub.

If you'd like further support or more information about your course get in touch with us today.

+44 (0)24 7765 6565

internationalenquiries.io@coventry.ac.uk

Complete our contact form

Disclaimers

Coventry University, Coventry University London, Coventry University Wrocław, 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.

¹Accreditations, partnerships and memberships

Some 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. See the relevant body website for more details). Accreditations, partnerships, exemptions and memberships are subject to successful renewal in accordance with the relevant bodies’ standard review process and subject to the University maintaining the same high standards of course delivery. If the accreditation, recognition or membership of this course changes, we will notify applicants and students as soon as possible.

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 unpaid and/or 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, public authority guidance, decisions or orders and visa requirements. Before seeking an overseas placement, read our visa advice page.

³Tuition fees

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 the 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 annually 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 (for example to repeat a year or resit examinations) you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

⁴Facilities

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised. Availability and access may be reduced or restricted when the University is following public authority guidance, decisions or orders or internal health and safety requirements.

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 current 2026/2027 contract is available for information purposes only. The 2027/28 contract will apply to the 2027/28 intakes and may differ from the current version. 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 applicable Student Contract carefully before you accept an offer of a place and before you enrol at the University.