BA Honours Marketing Degree

Overview & facilities

At Middlesex we have three Marketing programmes. We are convinced that the overall understanding of the marketing field provided in the first two years, together with the more specialist modules in the third year, will prepare you to be focused and successful in your future marketing career. Our courses are for people wanting to make a difference - anyone in either a commercial or non-profit arena needs to understand marketing.

This fully-rounded marketing degree blends professional practice with sound academic study. You will build skills not just for entry-level marketing positions but for those requiring a higher level of independent and team-based decision making. You will learn to think critically about marketing approaches and practice, and to assess the value of information and data in our increasingly knowledge-based society.

You will also learn the role that various technologies can play in delivering, managing and assessing information and data. Upon successful completion of the BA Marketing you will be able to sit professional exams and Chartered Institute of Marketing qualifications. Graduates of this course can command a starting salary of £26,000 and have gone on to work for companies such as Reed, Bardingtons, Prem International School as well as local authorities, the NHS or they have set up their own business.

• Marketing is a creative, exciting and evolving business function, and this degree offers the most rounded way to study it.   
• Understand in-depth the elements having an impact on business and other organisations.
• Learn how to identify, evaluate and communicate marketing and business related information.
• Emphasis on integrating the issues of corporate social responsibility and ethics into businesses.
• Syllabus designed in accordance with the Chartered Institute of Marketing (CIM) examinations.
• Develop a range of important employability skills to work in the areas of branding, customer relationship marketing, international marketing, advertising, public relations, events management and other related industries.

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.

  Marketing Intelligence (30 Credits) - Compulsory

  This module introduces students to the information building blocks of marketing messages, in terms of the kinds of information used, and the way in which persuasive messages are constructed. Students will learn how to interpret and evaluate the information and arguments presented by marketers in several media contexts e.g. print, TV, film, video and online , and they will learn how to construct their own marketing arguments using multiple languages including: words, numbers, images and maps . The module will provided students with a grounding in several knowledgeable skills, including: information interpretation and evaluation; creative construction of persuasive messages; and the ability to think critically. These will be applied and developed elsewhere in the marketing programme, and later on in the students career as marketers.

  Personal and Professional Development (30 Credits) - Compulsory

  The primary aim of this module is to enable students to develop themselves personally and professionally as marketers. The module involves learning how to learn, identifying the student s own personal brand, engaging in career development activities, understanding the world of marketing and the activities of marketers, developing career aspirations and plans, and initiating actions aimed at achieving desired career goals. Students are introduced to a number of broad career options in marketing both employment and self-employment , and to relevant knowledgeable skills e.g. self marketing and personal branding that help them prepare for an intended career. They are also required to engage with the principles, assumptions and ethical implications underlying the career-related activities introduced in this module. This learning process will continue in various other modules in the marketing programme.

  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.

• Year 2

  Branding and Integrated Marketing Communications (30 Credits) - Compulsory

  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.

  Buyer Behaviour (30 Credits) - Compulsory

  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.

  Managing the Marketing Function (30 Credits) - Optional

  This module focuses on the management of the marketing function within the organisation in order to provide students with critical understanding of the managerial issues, resource allocations, and organisational structures necessary to achieving successful marketing outcomes. With respect to managing the marketing function within the organisation, students will gain theoretical and practical insights into the processes, strategies and evaluative measures needed to set up and manage a marketing team; the impact of organisational culture on the market orientation of a firm; how to use project management techniques to set up and increase the efficiency of a marketing project; and how to measure marketing outcomes using financial and other measures. Students will also be exposed to key legal, regulatory and ethical issues in marketing management as they apply to both stakeholder relationships and marketing decisions.

  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

  Business Marketing and Key Account Management (30 Credits) - Optional

  The module is designed to provide a detailed understanding of the role of the business-to-business marketing and key account management functions in contemporary business organisations. The principal aim of the module is to provide students who may wish to pursue a career in business-to-business marketing, selling, sales management or key account management with skills and knowledge that will assist them in their chosen career. Students will be introduced to a wide range of analytical, managerial and theoretical techniques and concepts which experts in the field believe to be relevant and useful to business-to-business marketing and key account managers. They will be encouraged to evaluate these techniques and concepts critically and to assess how they can be adapted suitably to the contingencies of tactical and strategic marketing and account management in business-to-business markets.

  Creative Advertising and Promotion (30 Credits) - Optional

  This module aims to develop the students knowledge of the theory and practice of advertising and promotion. Students learn how to use both broad communication theory and specific promotion-related theory to inform and develop advertising and promotion programmes. They learn how these promotional activities fit within and contribute to overall marketing strategies and objectives while learning to develop, implement and evaluate advertising and promotion campaigns. Students also gain knowledge and understanding of the legal, societal and ethical issues that face the industry.

  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.

  International Marketing (30 Credits) - Compulsory

  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.

  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.

  Public Relations (30 Credits) - Optional

  This module is designed to provide a detailed understanding of public relations theory and practice. Students will do practical work on, and engage critically with, public relations campaign research, planning, implementation and evaluation. The module will also develop students abilities to contextualise, plan, deliver and evaluate public relations materials based on a given brief.

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

Marketing experts are valued in all industries including non-profit sectors. Careers include market research, product development, online marketing development, international marketing.

What can you do with a Marketing degree?
Our BA Honours Marketing course prepares graduates for a wide range of marketing careers or for further study at postgraduate level. A marketing degree opens up a whole range of career opportunities, usually commanding good salaries.

Students who graduate from this specialism move into careers in product and service organisations, in public, private and not-for-profit sectors. Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing.

Where do our graduates go?
Based on data from BA Marketing respondents of the 2009-10 Destination of Leavers in Higher Education survey, six months after graduating:

• 92% of Middlesex graduates were  in employment
• 8% were assumed to be unemployed or doing something else, such as travelling

Middlesex graduates from this group have been successful at gaining employment in the following roles:

Director, Academic Assistant, Account Executive, Intern, Photographic Assistant, Sales Adviser, Business Development Adviser

in the following companies:

Prem International School, Home Delivery Network, Wickes, La Senza, CPW, World Trade Group, Reed

Below are just a few examples of the types of marketing jobs that you could pursue after graduating with us: 

Marketing Executive
Most marketing executives work for in-house marketing departments in all kinds of organisations in the private and public sectors. They are involved in aspects of marketing, including: planning; advertising; promotion; public/media relations; product development; distribution; sponsorship; and research.
Marketing executives may also be known as Marketing Assistants or Coordinators.

Market researcher
A market researcher's role is to gather, record and analyse data about customers, competitors and the market. They collect data from a variety of sources and use it to enable informed decision-making. They help create business plans, launch a new product or service, fine tune existing products and services, expand into new markets etc.

Market Research Interviewer
Market research interviewers ask questions to uncover people's attitudes and experiences on a wide range of subjects for market research agencies and social research organisations. Work is office based for conducting telephone interviews, or outdoors in all weathers for home visits or on-street interviewing e.g. public places such as shopping areas.

Account Executive
An account executive ensures the smooth running of a campaign and co-ordinates the diverse activities that contribute to it. They are involved in devising, developing and implementing ideas for promotional marketing campaigns, acting as the link between an advertising agency and the client. They usually handle three to four non-competing accounts at the same time.

Advertising Copywriter
Advertising copywriters work in partnership with an art director to conceive, develop and produce written words or 'copy' for advertisements, such as original slogans and text for printed ads and leaflets, and scripts and jingles for TV and radio commercials. This involves coming up with original catchphrases, slogans, messages and strap lines as well as writing all the wording in any type of advertising.