Marketing BA (Hons)
Learn the techniques that managers use to propel their business in this course accredited by the Chartered Institute of Marketing (CIM).
This degree will give you the opportunity to develop managerial skills and perspectives and gain valuable experience in management and marketing situations. A key focus of the programme combines academic theory with real world scenarios in a range of marketing contexts through the extensive use of case study material and project work. You will engage with marketing as a discipline and as a practical business process, with academic underpinning.
- UCAS Code – N115 | With placement year N106
- Duration – 3 years full-time | 4 years with placement year
- Start date – September 2020, September 2021
- School – York Business School
Minimum Entry Requirements
96 UCAS Tariff points
3 GCSEs at grade C/4 (or equivalent) including English Language
UK and EU 2020-21 £9,250 per year
International 2020-21 £12,750 per year
York Business School
There are a number of exciting and creative opportunities linked to the discipline of marketing. In the past few years, our graduates have begun working in roles in social media agencies, marketing agencies, and as marketing executives within medium sized and large international brands. Others have ventured into advertising agencies and web development. The degree also provides a good foundation of knowledge for the entrepreneurial person who may be thinking about setting up their own business.
This course considers how consumer behaviour influences marketing, how to collect and interpret data to influence marketing strategy and how the modern era has shaped the industry. We'll give you the tools to meet the industry's new demands. You'll gain detailed knowledge and awareness of marketing theory and operations at an international level. We make extensive use of case study material, guest speakers, workplace visits and project work to help you apply what you’ve learnt.
The programme is accredited by the Chartered Institute of Marketing (CIM), providing professional marketing accreditation.
Year in industry
All of our business students have the option of adding in a year in industry and / or a semester of studying abroad with one of our partners to their course. A year in industry gives students fantastic experience and is attractive to potential employers. This normally takes place after the second year of the course and extends the course duration by one year (15% of the standard tuition fee is chargeable). Study Abroad normally takes place for a semester of the second year of the course and doesn’t extend the course duration as credits achieved abroad count towards your degree.
You don’t need to decide whether you would like to take either of these options until after you have started the course with us.
Practising Responsible Business Behaviours
This module examines the nature of business enterprise and its relationship with wider society, seeking answers to the question: what does it mean for businesses to behave responsibly? There is an ongoing debate regarding this question, with answers ranging from ‘just maximize shareholder value’ to ‘consider everyone who is affected, including unborn future generations’, with many variations in between. In this ongoing debate, we encounter ideas regarding, for example, stakeholder theory, the triple bottom line, corporate social responsibility, business ethics, the role of the state or of supra-national organizations, and so on. This module aligns well with the mission of the PRME (Principles for Responsible Management Education) (PRME) initiative to inspire and champion responsible management education. The challenge in this module of applying ideas from a complex ongoing debate to contemporary business and societal issues will support students in the development of both academic and employability skills.
Principles of Marketing
The aim of this module is to provide students with the knowledge of the theory and operations related to marketing. The ability to recognise and meet customer needs is an important factor in the success of organisations, whether they be in the public, private or voluntary sector. This module provides an understanding of how organisations can identify and address the needs of internal and external stakeholder. It also provides an introduction to specific marketing concepts like the marketing mix. Students will be exposed to the wider understanding of the definition of marketing, the role of marketing, its functions and different concepts which can aid a marketing practitioner with a focus on the application and adaptation of the marketing theory.
Marketing Research covers the management of customer information and research projects as part of the marketing process. It provides participants with both the knowledge and skills to manage marketing information and the more specialist knowledge and skills required to plan, undertake and present results from market research.
Creative approaches to services marketing
The service sector is the largest contributor to UK’s economy, with around 80% of the country’s GDP coming from services. Learning how to market services in a service economy should thus be evidently relevant. Marketing services is different from marketing products, as services are intangible, difficult to store, vary in quality and pose additional challenges for marketers. This module will show how services can be marketed. It will build upon the principles of marketing to explain the components of the marketing mix that are unique to services (people, process and physical evidence) as well as expand students’ knowledge of how the elements of the traditional marketing mix can be applied to services. The module will give students the basics of service marketing and management theory and encourage students to apply these to real-life situations that befall service companies.
Business analytics and the Blockchain
The aim of this module is to give you a practical grounding in the skills and techniques necessary to conduct data analytics and anticipate the effects of the blockchain on both short- and long-term strategy. The module introduces the blockchain and the scope of the blockchain industry. Basic statistical models are introduced in this module. As future business leaders, students will learn to understand blockchain, explore blockchain trends, investigate the market disruptions caused by technology and the impact of blockchain in industries worldwide. The module is designed to get you over the basic hurdles you will face when beginning to learn the data analytics and management techniques, and will cover some of the basic tasks that you face as a data analyst and will put you in a position to extend your knowledge of applying your analytical techniques.
Financial planning and control
This module aims to develop students understanding of the financial environment. It will look at key sources of information for decision makers and look at the decision maker’s needs. Students will gain an understanding of the key statements in published financial accounts and how to analyse and interpret the information presented. It will also look at key information for financial decision makers inside organisations. This will include budgetary control, short term and long-term decision making
Strategic Marketing Planning
The aim of this module is to provide students with knowledge of marketing planning in a global context. With markets shifting and changing constantly it is crucial that businesses and other organizations are able to assimilate information and conduct effective marketing planning. This module provides knowledge and understanding of marketing in an applied context. Key marketing theories and principles are applied to the practical aspects of marketing planning. Students learn how to analyse marketing requirements as they affect a particular operation and work towards producing a workable marketing plan that covers all the relevant aspects of marketing. Students will use real life cases or work-based material.
Consumer Behaviour and consumer trends
Marketing is a key business function. Central to this is an in depth understanding of how customer desires and decision processes, (consumer behaviour), affect why and how purchases are made. This module introduces students to the complexities of consumer behaviour by analysing and evaluating the impact of the nature and scope of consumer and business buyer behaviour on marketing decisions. The psychology of the decision making processes are studied and the implications for marketers are analysed giving an insight into how to market goods more effectively. Many argue that this is the most interesting of Marketing modules due to the scrutiny of the student’s own psychological motivations.
Research Methods for marketers
Organisations frequently require both an understanding of how and why data is acquired, and the ability to collect, analyse and interpret it. These skills are also important if students wish to progress to postgraduate study or careers in consultancy services. This module considers the use of quantitative and qualitative research methods in subject contexts and allows students to develop skills in the collection, analysis and reporting of relevant data. In addition, this module will develop students’ project planning and management skills as a tool to manage the research process.
Integrated Marketing Communications
This module aims to provide students with an overview of marketing communications from both theoretical and managerial perspectives. The role of Integrated Marketing Communications will be examined as an influence on buyer behaviour and as a major element in the marketing mix.
Marketing for Digital Activity
The digital revolution changed what marketing looks like. A sizeable portion of marketing is now done online or on mobile and handheld devices. This module provides a broad understanding of digital marketing. It will focus on understanding, evaluating and developing digital marketing strategy and tactics. In particular, the module will help students develop an understanding of how different digital marketing tools and channels can be used to market products and services. The module will cover such subjects as website marketing and usability, search engine optimisation, display and search advertising, online PR and blogging, introduction to social media and content, email marketing and mobile marketing.
The overarching rationale for this module is for students to begin to understand and begin plan towards their own personal transition from university into the workplace. The module will provide the student with a vocational opportunity aimed at enhancing their future work readiness. It is designed to develop skills, knowledge and understanding in a range of career-related personal, professional and key skill areas. The module specifically engages with issues such as career decision making, the recruitment cycle applying for jobs, sourcing and embarking on a placement or a group or individual project, CV writing and action planning. Or
Business, Creativity and Opportunism Skills for the workplace of today
This module explores the fundamentals of entrepreneurship and intrapreneurship and the behaviour and skills required to 'think out of the box' to identify and pursue opportunities. You will establish what the behaviours and skills are of an entrepreneur, define creativity and innovation, as well as ask why they are so important to entrepreneurs. We will explore idea generation and evaluation techniques and learn how to recognise enterprise opportunities.
The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice. You will be able to choose between a traditional dissertation, an organisation-based project, a business research project and a business creation project.
- Dissertation: The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.
- Business Research Project: The aim of this module is to facilitate and express independent enquiry on a small-scale substantial piece of individual self-directed research work. This module provides students with the opportunity to conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.
- Consultancy Project: The aim of the consultancy project is to give students the opportunity to combine an investigation into an authentic challenging business project with an in-depth research-based report. This offers links with potential employers and demonstrates an understanding of the application of business principles in a real-world situation. Students will develop their research skills alongside techniques of reporting back on findings.
- Business Creation Project: The aim of the Business creation Project is to support entrepreneurial students in their professional development as the business founders of the future. The module is intended to allow students to develop a full business proposal and plan which will be supported by primary and secondary research. This module will involve students in a demanding process of personal and professional developed, leading to an integrated and critically aware understanding of business creation from a pioneering industry and academic perspective.
Global and cross-cultural marketing
The purpose of this module is to provide students with detailed knowledge and awareness of marketing theory and operations at an international level. An understanding of international marketing is particularly important in bringing together a number of important contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of international operations. This module develops knowledge and understanding of the international context of marketing and particular issues that affect marketing decision-making and planning at this level. Students will be exposed to the complexities and modalities of international marketing practice by analysing product development and market entry strategies in a number of international contexts. Students will also be introduced to the operational issues relating to marketing across national and world-regional boundaries and the challenges of operating across different cultures.
Developing the customer experience
The module provides the student with an understanding of how the customer experience shapes the customers’ perceptions of an organisation and how this now contributes to greater success for companies across many sectors. The module explores the relationship of the customer with the organisation and the methods employed by organisations to develop, maintain or improve a strong customer experience, including business-to-business and business-to-consumer environments. The module has been developed to highlight the growing importance of customer experience in creating value for organisations in line with the consumers’ increasing expectations from an organisation’s offer.
Developing the Brand Identity
The power of a brand plays a significant role in strategic marketing. It is often referred as one of a few strategic assets that can provide a company long-lasting competitive advantage.This module introduces core theories about brand, branding and brand management as well as contemporary issues related to branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process.
Business Ethics and CSR
It is important to integrate questions of business ethics & CSR with broader concerns around corporate citizenship, globalisation and sustainability. Therefore, there is value in bringing together diverse perspectives in order to offer a comprehensive and holistic account of contemporary business ethics & CSR. Furthermore, this module aligns well with the mission of the PRME (Principles for Responsible Management Education) initiative to inspire and champion responsible management education. This module will provide students with a critical understanding of business ethics & CSR and enable them to apply these concepts to the corporations’ major stakeholders. It seeks to encourage students to draw upon concepts and principles so that they can critically explore issues associated with the ethical challenges facing organisations that cross different functions in a fast-changing global business environment.
Leadership, Innovation and Change
This module provides students with a detailed understanding of the key concepts and principles of leadership and how leadership may be used to influence innovation and change within organisations. It considers leadership as a fundamental and pivotal role within organisational development and in particular how the behaviour of a leader influences both individual and organisational performance and creativity. The module also seeks to identify how leaders may interact with individuals to raise their performance. All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.
Teaching & assessment
All modules are delivered utilising a range of teaching, learning and assessment strategies including lectures, seminars, guest speakers, tutorials, workshops and a range of events and learning activities. You are supported initially in the use of guided learning strategies in Level 1 developing towards autonomous, well-judged use of collaborative and independent learning strategies in Levels 2 and 3.
Throughout the programme, you will be introduced to a range of different teaching and learning strategies. For example, in Level 4 you will gain a solid grounding and understanding of the marketing industry today and looking at innovative case study approaches you will develop your awareness of market forces and the decision making process you may require as a manager in the marketing industry. At Level 5 there will be evidence of practice based learning in which you will be expected to engage in practical based activities while also developing skills in managing projects and carrying out marketing research. Finally, at Level 6 you will demonstrate your skills through practice and enquiry-based learning giving you the opportunity to develop creative and innovative solutions to problems in the digital age of marketing.
42 hours contact time per module
As a university student, there is an expectation that you will develop from being a dependent learner to being an independent one. This means you are expected to undertake self-study and group learning. In year one you will be provided with guidance to progress your learning and self-development. By the time you get to year 3, it is hoped you will have developed greater autonomy and independence.
All programmes have the option of doing a year in industry work placement.
The minimum entry requirements for this course are:
96 UCAS Tariff points
3 GCSEs at grade C/4 or above (or equiavalent) including English Language
This course is available with a foundation year. This option is ideal if you do not yet meet the minimum requirements for entry straight onto a degree course, or feel you are not quite ready for the transition to Higher Education. A foundation year prepares you for degree level study, giving you the confidence and skills needed to make the most of your course. Passing it guarantees you a place on this degree course the following academic year.
Considering transferring to join us in year 2 or 3 of our Business Courses?
Please see our Advanced Entry page for information on the courses available and how to apply.
As well as a strong standard of written English, we also look for an interest and enthusiasm for the subject. This can be done in a variety of ways, either from an academic viewpoint, for example studying a business related A Level, or through relevant work experience or placements.
Candidates can demonstrate a real enthusiasm for the subject that goes beyond achieving good grades in exams. Examples of this include:
- Career plans
- Attending workshops or seminars related to the chosen subject area
- Showing leadership and teamwork skills through project work or awards such as the Duke of Edinburgh or sports teams, theatre groups etc.
- Experience of work
- Candidates may also look to undertake professional qualifications such as accounting qualifications or CIPD
Terms and conditions
Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.