BA Honours Business and Marketing Degree

Overview & facilities

This course focuses on marketing within the wider business context and is especially useful if you wish to pursue a career within a small to medium enterprise where marketing specialists need to work closely with managers from other departments. Your career path may well include periods outside the marketing function, so this course offers modules in finance, human resource management and business management to complement your marketing study. In particular you will look at stakeholders and their behaviour, product design, production and distribution, business resources and marketing issues in services and small businesses.

We encourage you to consider a one year placement in an international firm or business to enhance your understanding and skills. You should also take the opportunity to study at one of our partner universities abroad in Europe or the USA.

• A broad range of study, including functional areas of  business as well as specialist marketing knowledge.
• You have the opportunity to spend the second year of your studies abroad in one of our partner universities.
• One year placements in respected companies are available to all who wish to spend a year gaining valuable work experience.

Content & modules

Modules

• Year 1

  Economic and Financial Aspects of Business (30 Credits) - Compulsory

  In this module, students will gain an understanding of key macroeconomic and microeconomic principles that inform a great deal of marketing thought and practice. They will also gain important insights into how economics factors and the economy affect marketing decisions and outcomes. In addition, students will learn the fundamentals of accounting and finance necessary to make more effective marketing decisions and to assess the cost and financial implications/outcomes of those decisions.

  Organisational Behaviour and Analysis (30 Credits) - Compulsory

  This module explores a variety of factors influencing attitudes and behaviour in organisation. It is based on a theoretical framework which aims to answer the question, What factors enable or prevent people in doing a good job at work The range of factors explored will firstly relate to individuals and their performance within organisations, secondly to those which relate to groups within the organisation, and thirdly to those which relate to organisations as structures within society at large. Through this the module aims to describe, illustrate, analyse and evaluate concepts, strategies and theories to maximise the potential and resolve problems associated with an organisation s most significant and valuable resource: it s people.

  Principles of Marketing (30 Credits) - Compulsory

  This module is designed to provide students with an overview of key marketing concepts and techniques, as they apply in a variety of organisations and in both conventional and online environments. More specifically, the module aims to develop students knowledge and understanding of the core role of marketing in determining the growth potential of an enterprise; the value of the marketing mix in ensuring successful marketing implementation; the significance of external and internal operating environments for marketing practice; and methods of identifying consumer targets and competitors.

  Quantitative Methods for Business Applications (30 Credits) - Compulsory

  This module provides an interesting and enjoyable introduction to basic statistical and ICT ideas for the analysis and presentation of business data. It caters for students with little prior mathematical knowledge, and while students are expected to complete mathematical calculations by hand and using a computer the emphasis is on the interpretation and communication of quantitative results. The module encourages students with little mathematical background or a fear of mathematics to develop confidence and ability in quantitative skills for business and management areas, which can be built upon in further study. The main aim is to enable the student to become a discerning user of statistical methods and ICT in quantitative analysis.

• Year 2

  Branding and Integrated Marketing Communications (30 Credits) - Optional

  This module aims to develop student s understanding of branding, brand management and integrated marketing communications. Students will explore the emerging body of theory on brands and their management both as a basis for developing strategies to create and sustain successful brands and for developing communications programmes. They will also gain an understanding of the processes by which communications programmes are developed from wider business/marketing objectives, strategies and sound market analysis; and the synergistic and return-on-investment benefits of an integrated approach to marketing communications.

  Business Environment (30 Credits) - Compulsory

  The module aims to provide an integrated view of the internal, external and competitive environments of businesses; to analyse business organisations and their environments from multiple perspectives; and to introduce contemporary issues in business and management in preparation for more advanced study at level 3.

  Buyer Behaviour (30 Credits) - Optional

  The aim of this module is to enable students to learn factors that influence buyer behaviour in different contexts, such as buying for self, gift buying, buying on the Internet, buyer behaviour in groups e.g. households or families and buying behaviour in organisations. Relevant theories of consumer and organisational behaviour will be explored and critiqued to gain insight into how and why buyers behave the way they often do. Students will be expected to learn elements of buyer behaviour, including product choice behaviour, habitual buyer behaviour, product retention, product disposal, and brand loyalty. Students will also be expected to relate theories of buyer behaviour to contemporary marketing.

  Entrepreneurship and Small Business Marketing (30 Credits) - Optional

  Entrepreneurship is seen as encouraging two vital ingredients: innovation and creativity - but with that little extra push to achieve. This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial /small business management skills. Highlighting the diversity of entrepreneurship in today s dynamic commercial and social environments it challenges students to think entrepreneurially. It also aims to make them aware of opportunities in the market place and generate a can do mentality - to empower students and convince them they can shape their own destinies.

  Human Resources in Business (30 Credits) - Compulsory

  The aim is to introduce students to the key areas of HRM and to build on relevant knowledge and skills developed in Year 1 modules. By the end of the year students will be familiar with a wide range of generalist HR policies and practices within the four key areas of the discipline: employee resourcing, employee reward, employee relations, employee training and development.

  Marketing Research (30 Credits) - Compulsory

  This module aims to familiarise students with all forms of marketing information, and with the techniques used to gather, process and analyse it. It aims to give an understanding of the nature and scope of marketing research, and to learn when and how to use it. Students will learn how to conduct marketing research projects, from the definition of the initial research problem to the production of final research recommendations in the final report. Effective marketing decisions are based on good supporting data and information. Students will learn the steps in the marketing research process, including establishing an appropriate research design, creating research instruments, gathering and analysing data using both qualitative and quantitative methods, and using the findings to improve marketing decision-making. Ethical aspects of market research and intelligence will also be addressed.

• Year 3

  Consulting in Organisations (30 Credits) - Optional

  This module introduces students to organisation consulting. It builds on learning from prior modules, and provides the student with a theoretical introduction to consulting and the idea of organisation learning. Students undertake a live group consulting project as part of this module.

  Direct and Customer Relationship Management (30 Credits) - Optional

  This module examines strategies, tools and techniques that are used to help organisations acquire, meet the needs of and retain their customers. Students will explore the theory and processes of relationship marketing - a body of research and practice that seeks to enhance organisational profitability and success through better understanding of customers and an improved customer experience. Students will acquire knowledge of and skill in using relationship marketing techniques including direct and database marketing, service quality measurement and technologies that source, classify, interact with, and learn from/about customers.

  Enterprise and Small Business (30 Credits) - Compulsory

  The module aims to develop the awareness, skills and mindset relevant to enterprise, entrepreneurship and small business. This includes abilities required to recognise and act upon opportunities, solve problems, and apply initiative and creativity in achieving development goals; and to explore the nature and impact of enterprise in a wider socio-economic context, by addressing key policy-relevant issues.

  Innovation and Technology Management (30 Credits) - Optional

  This module aims to offer an up-to-date overview of the role of technology and innovation in firms and in the general economy; to present current approaches developed in business studies on the nature of and relationship between technology and innovation, as well as on the relationship between strategic leadership and innovation; to show how firms exploit technological opportunities by using technology and new product development processes to manage change; to discuss and critically evaluate the role of project management in managing technology and innovation.

  International Marketing (30 Credits) - Optional

  This module puts marketing into the global context and shows the importance of international marketing in the era of globalisation. It familiarises students with the theoretical base for international marketing and provides them with a thorough understanding of the nature of the international market place and the complex and challenging forces that shape the current international business environment and highlights future trends. Students will learn how to critically assess the implications of such forces and trends for marketing strategy and decision making when organisations operate across borders. They will also develop international marketing decision-making skills and know-how that will assist them in pursuing a career in international marketing or business.

  Learning and Self-Development in the Context of Part-Time Work (30 Credits) - Optional

  To enable students currently in part-time employment to: Employ theories of learning and personal development in order to review and articulate their learning in the context of their workplace; Explore, analyse and comment critically on their organisation in the light of theoretical perspectives on organisational behaviour and on the organisation s relationship to the external environment; Recognise and articulate the interdependence of theory and practice.

  Managing Product and Service Innovation (30 Credits) - Optional

  The module aims to help students learn how to use state-of-the-art management techniques to identify markets, develop new product or service ideas, measure customer benefits, design successful new products services . It focuses on how companies can analyse and effectively manage their risks while innovating. Students will be encouraged to become a creative force of innovation, and help companies manage risks connected with product and services innovation. Students will also be exposed to ethical issues in innovation, risk management, marketing and societal debates about the value and application of services marketing in different contexts. The module will be relevant to students who expect to work directly or indirectly in product or service management as well as those who are interested in general management and consulting.

  Marketing Strategy and Planning (30 Credits) - Compulsory

  The module will first provide students with a detailed knowledge of the conventional approach to marketing strategy and planning. This conventional approach the rational planning approach considers strategic marketing to involve the planned deployment of marketing resources to meet strategic marketing goals in the context of an external environment which is largely outside the organisation s control. The various steps in this process which can be conveniently summarised as environmental analysis strategy formulation, and implementation and control will be examined in depth. Having provided students with a sound grasp of the conventional model of strategic market planning, the module will then encourage students to engage critically with the notion of rational strategic planning by: Examining alternatives to the rational planning approach, such as emergent strategy and postmodernism; Placing strategic marketing planning in the context of the historical development of marketing thought. Finally, students will critically evaluate conceptual areas of concern to most marketing managers - sustainability issues, corporate social responsibility and ethical decision making.

  Organisational Internship (30 Credits) - Optional

  The primary aim of the internship module is to build on students academic learning by providing them with the opportunity to undertake a period of unpaid work experience to apply and further develop work-related knowledge, skills and capabilities, together with the aptitude to learn from experience.

  Services Management (30 Credits) - Compulsory

  This module aims to: offer in-depth exploration of the management of service operations, emphasising those concepts, practices and techniques that are pertinent to service as opposed to manufacturing; synthesise and apply previous study during the programme of management and marketing concepts and techniques; relate business theory to practice through the use of specialised service-sector case studies; to stimulate students to consider the range of employment opportunities presented by the service sector.

  Surveys and Research Methods (30 Credits) - Optional

  This module aims to prepare students to solve survey research problems generally encountered in business using both quantitative and qualitative techniques. Emphasis is on applying the techniques rather than proving the theory. Students gain total experience through methods of data collection, analysis and interpretation, including the use of specialist computer packages.

Entry & applying

We normally make offers on a minimum of 240 UCAS tariff points, plus GCSE Maths and English Language at grade C. BTEC National Diploma/International Baccalaureate/Advanced Progression Diplomas at equivalent tariff. Access to HE - Pass. Applications from candidates without formal qualifications are welcomed. Additionally overseas students whose first language is not English will need a qualification that demonstrates competence in English, eg IELTS 6.0 or TOEFL 550 paper-based or 213 computer based.

International entry requirements

We accept the equivalent of the above from a recognised overseas qualification, to find out more about the requirements from your country, see further information under support in your country. For details of other equivalent requirements that Middlesex accepts see entry requirements.

English language requirements

You must have competence in English language and we normally require Grade C GCSE or an equivalent qualification. The most common English Language requirements for international students are IELTS 6.0 (with minimum 5.5 in all four components) or TOEFL internet based 72 (with at least 17 in listening & writing, 20 in speaking and 18 in reading).

Middlesex also offers an Intensive Academic English course (Pre-Sessional) that ranges from 5-17 weeks depending on your level of English. Successful completion of this course would meet English language entry requirements. For more information on applying for the pre-sessional please email english@mdx.ac.uk.

UK/EU applicants with existing higher education qualifications

If you have already been awarded a qualification at the same level as the course you are applying for, you may not be eligible for a tuition fee loan, see fees and funding for more information.

How to Apply

UK/EU students

Apply now

Applications for UK and EU students should be made to UCAS – the Universities and Colleges Admissions Service. The institution code for Middlesex is M80, and the code name is MIDDX. You also need the code for the course you wish to apply for – this is found in the 'at a glance' box above.

International students

International students from outside the EU can make a direct application.  We have a network of regional offices across the world to assist you with your application.  They have experience with helping students from your country and supporting them with their applications to study at Middlesex. Read more on international applications. 

Fees & funding

The tuition fee for the 2012/2013 academic year for UK/EU students is £9,000.
The tuition fee for the 2012/2013 academic year for International students is £10,400.

Click here to find out more about fees, funding and our scholarships in 2012.

Careers & placements

This course will help you develop professional business and marketing abilities essential for jobs in market research, product and brand management, public relations, sales management and advertising. The type of work will vary depending on the area of marketing that you enter.A business or management degree opens the door to a range of careers - usually commanding good salaries.  You will have developed highly sought-after employment skills as well as those specifically associated with planning, organisation and control.

Our careers service offers you a range of support both while you’re studying with us – and after you’ve graduated.

Placements
Work placements are proven to increase your success in the job market – as well as being a fantastic experience. Business is a highly competitive field so we encourage as many students as possible to grasp this opportunity.

We have a dedicated Placement Service which helps you find and plan for a placement.

Graduate Employment prospects

Latest survey figures show that six months after graduating:

• 74% of Middlesex graduates were in employment or further study
• 26% were assumed to be unemployed or doing something else, such as travelling 

(Based on data from BA Business and Marketing respondents of the 2009-10 Destination of Leavers in Higher Education Survey)

The average salary for graduates included in the survey was £23,000 - £30,000 for those in full time employment.

Examples of the types of jobs that graduates from the class of 2009-10 are doing include:

Brand Specialist, Portfolio Manager, Graphic Trainer, Marketing Associate, Project Administrator, Marketing Assistant

in the following companies:

Wallis, Elysian Group, Saatchi & Saatchi, First Media, Dornbiocht, Leosons International, Mulberry. 

Graduate Roles
Below are just a few examples of the types of careers that you could pursue after graduating with us: 

Administrative Manager – An administrative manager applies specialised technical or professional principles, practices and skills or the use of a wide range of administrative methods in the solution of problems. This may include planning, developing, evaluating, advising, and improving various management control systems, programmes and policies, for the purpose of improving the effectiveness and efficiency of programmes and operations.

Advertising Manager – As an advertising manager you will develop, implement, and manage a company's advertising strategy, both from a business, sales and technical perspective. Your job will be to initiate and manage discussion and sales with sponsors and agencies. You will spend your time negotiating agreements with outside sales representatives and managing the development of sales materials, including media kits.

Retail Area Manager – As a retail area manager you will be responsible for the management and overall profitability of a group of stores. You will promote the generation of sales, forming an important link in the management communication chain, by liaising with store managers as well as key departments within head-office.

Branch Manager – As a branch manager you will be responsible for the management of specialty or department stores. Your responsibilities will include the profits of the store, stock, costs, security and administration of the store, as well as the selection, interviewing and training of staff.