Marketing

Marketing, BSc Honours

Mode: full-time

Marketing is the management process that identifies, anticipates and supplies customer requirements - and makes sure it's done efficiently and profitably. It's about:

• identifying and anticipating customer needs;
• meeting those needs efficiently and profitably for an organization;
• developing, promoting and distributing products and services.

In fact, marketing probably has a bigger role in your life than you realize! The amount you pay for your new pair of jeans, the advert for breakfast cereal you see on the TV and even how far you have to travel to your nearest shopping centre, are all the result of careful marketing strategies.

This course involves a mix of theoretical and vocational based subjects.

Course Content
In the final year the course allows you to follow either a generic marketing path or to specialize in marketing communications, e-marketing or food marketing.

Stage 1: You follow a range of introductory modules including

• Marketing,
• Economics,
• Management,
• Mathematics, and
• Key Skills.

In addition to this you will study modules in personal, professional and key skills development to help you to develop the skills required to enhance your personal effectiveness as a learner and throughout your subsequent career.

Stage 2: Examines specific areas of marketing, such as:

• environments,
• marketing communications, and
• market research techniques.

You will also study research methods for business and marketing, statistics for business and management, consumer behaviour and retail marketing.

You can undertake a placement year between Stages 2 and 3 with an approved organization if you wish. Alternatively, you can either participate in an approved overseas exchange programme or proceed directly to Stage 3.

Stage 3:
Modules in marketing strategy and contemporary marketing literature are taken by all students. You also take specialist modules and complete either a dissertation or group project relating to your selected degree route.

Specialist modules include

• European food policy,
• supply chain management,
• new product development, and
• electronic business.

In Stage 3 you get an option of four different pathways where you will study the modules listed as well as a choice of optional modules.

• Marketing Communications: advanced marketing communications management, direct marketing;
• Food Marketing: food marketing, European food policy;
• Marketing: direct marketing;
• E-Marketing: electronic business, direct marketing.

The programme contains compulsory quantitative modules in all three Stages to ensure graduates are numerate and competent to use a wide range of statistical techniques when they enter the workplace.

At all Stages, you are able to select from a wide range of optional modules, from areas such as business management, modern languages and psychology.

Teaching and Assessment
Modules are taught in a variety of ways such as lectures, seminars, tutorials and problem solving workshops. Additionally we use videos, computers and other experiential learning techniques such as role playing.

Assessment methods also vary from formal exams which can take the format of multiple choice, short answers, essays; coursework, group work, you may also complete a dissertation, possibly based on your placement experience.

Entrance requirements

• A levels ABB - excluding general studies plus GCSE grade B in Mathematics and English.
• Scottish Highers AABBB plus Standard Grade 2 in English and Mathematics if not taken at Higher level.
• Irish Leaving Certificate - AABBB including Mathematics.
• International Baccalaureate - 34 points plus Mathematics grade 5 at standard level if not taken at higher level
• BTEC National Diploma - two distinctions and one merit.
• BTEC Higher National Diploma - six Merits and six Distinctions.
• Access Qualifications - a module in business studies is desirable (three modules at Distinction/Credit level for HEFC).