Marketing BA Honours | Middlesex University London
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Marketing BA Honours

Learn about the course below
Code
N500
Start
September 2019
Duration
3 years full-time
4 years full-time with placement
6 years part-time
Attendance
Full-time
Part-time
Fees
£9,250 (UK/EU) *
£13,000 (INT) *
Course leader
Socrates Economou

Effective marketing is essential to every successful organisation. Our specialist degree trains you to become a professional who can confidently lead and innovate marketing campaigns within a business environment.

Why study BA Marketing at Middlesex University?

Our award-winning marketing courses have a reputation for teaching excellence. Based within our flourishing Business School you will benefit from the support of leading academics who will teach you to think critically about marketing practice in a 21st century context. You will graduate as an independent marketing professional, primed with a suite of high-level marketing skills, coupled with the experience and confidence to flourish.

There has never been a more exciting time to be a marketing practitioner, as digital and social media merge with traditional communication methods, changing the way businesses operate. Our degree is a stepping stone to an exciting career across a range of disciplines, including: branding, customer relationship marketing, international marketing, advertising, public relations, sales and events management.

Course highlights

  • Work placements are an invaluable opportunity to gain employability skills so we have introduced two options by which students can integrate this into their time at Middlesex. Students who wish to do a placement can take either a 36 week 3rd year sandwich placement as part of a 4 year degree or two 18 week summer placements allowing students to complete within 3 years
  • There are also opportunities to study abroad with the EU Erasmus programme, linked to a partner university in Europe and the USA
  • Our course is taught by award-winning research academics and our specialist librarian is on hand to offer additional support, ensuring you receive an excellent learning experience.
  • Our course is recognised by the leading industry professional body: the Chartered Institute of Marketing (CIM)

Find out more

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What will you study on the BA Marketing?

The course is designed to expand knowledge in three pivotal areas of marketing: the behaviour of consumers, marketing research and the management of brands. In Year 2 you will also choose one of three specialised options: Managing Marketing, Fashion and Luxury Goods Marketing and Enterprise and Small Business Marketing.

In Year 3 you will study two compulsory modules in Marketing Strategy and E-Marketing and Social Media, designed to advance your skills and knowledge to propel your career. You will also be able to choose two options from a wider list of specialist marketing modules including: Public Relations; Advertising and Promotion; and New Venture Management.

To enhance your learning experience you will be provided with a handbook for each module, as well as the support of dedicated myUniHub websites which are packed with online resources.

Modules

  • Year 1

    • Marketing Theory and Practice (30 credits) - Compulsory

      This module is designed to provide students with an overview of key marketing concepts as they apply in a variety of organisations. Students will develop knowledge and understanding of the core role of marketing in determining the growth potential of an enterprise, including the value of the marketing mix in ensuring successful marketing implementation and the significance of external and internal environment for marketing practice.

    • Consumer Behaviour (30 credits) - Compulsory

      This module aims to give students an insight into the theories and principles of consumer behaviour. Students will be encouraged to reflect and evaluate their own behaviours as consumers in connection to the learnt theories. Students will also learn how the taught theories and principles can be adopted to execute effective marketing strategies.

    • Creativity and Communication (30 credits) - Compulsory

      This module is designed to provide students with an overview of the techniques and tools of marketing communications. Students will explore the various communication channels available, including advertising, Public Relations, sponsorship, relationship marketing and guerrilla communication strategies. The strengths and applications of each channel will be analysed and illustrated with case examples of best and failed practice. The module puts a particular emphasis on the contribution of creativity and the key techniques used to transform creative ideas into integrated communication campaigns.

    • Marketing Finance (15 credits) - Compulsory

      The module aims to develop financial understanding and knowledge within a marketing context and to enable students to understand the financial implications and outcomes of marketing decisions. It aims to provide students with the tools they will need to justify marketing investment decisions.

    • Marketing Tools and Analysis (15 credits) - Compulsory

      The aim of this module is to provide an interesting and enjoyable introduction to the use of computer software to collect, analyse and present business data within a marketing environment. The module encourages students with little mathematical background or a fear of mathematics to develop confidence and ability in quantitative skills for marketing areas, which can be built upon in further study. The module will help students to use statistical methods in order to solve decision making problems.

  • Year 2

    • Marketing Research and Insights (30 credits) - Compulsory

      This module aims to familiarise students with the importance of marketing research and insights to business and, in particular, the marketing management process. Students will learn how to conduct a marketing research project, including establishing business research needs, gaining insights into the consumer market, designing an appropriate research design, creating research instruments, gathering data primary and secondary data, conducting both qualitative and quantitative data analysis, and using the findings to improve marketing decision-making.

    • Digital Marketing (30 credits) - Compulsory

      This module aims to provide students with an overview of digital marketing from a theoretical and practical perspective. The practice of digital marketing in today's marketing landscape will be outlined in addition to how digital marketing plays a vital integrative role in an organisation’s marketing strategy. Students will gain hands-on practical digital marketing skills such as the development of digital marketing tools, website design and creation, management of social media platforms and writing effective email campaigns.

    • Brand Management (15 credits) - Compulsory

      The aim of the module is to present a theoretical and applied perspective to brand management strategies. Students will be presented with detailed examination of product and service brands, enabling them to design creative, innovative and audience focused brand messages. The module will allow students to develop a deep understanding of brand identity and how it creates strong brand equity in all its component parts allowing organisations the opportunity for pursuing brand extension strategies.

    • Content Marketing and Media Editing (15 credits) - Compulsory

      The module aims to provide students with an overview of content marketing and media editing from both a theoretical and practical perspective. The practice of content marketing in today's marketing landscape will be outlined in addition to how content marketing plays a vital role in customer attraction and retention. In preparation for internship and employment, students will be required to develop a portfolio containing elements of a content marketing plan for organisations and brands. With a focus on audio-visual and imagery content creation, students will be introduced to image and video editing software during lab sessions.

    • New Product Development and Innovation (15 credits) - Optional

      This module aims to develop students’ understanding of the key principles of product and service development and innovation management, and to enhance their ability to put into practice these concepts. The module provides students with a core understanding of how product and service development contributes to the success of a firm and enables students to evaluate what is required to develop and deliver successful marketing strategies for innovative new products and services in the era of engagement economy.

    • Customer Engagement Marketing (15 credits) - Optional

      This module is concerned with developing effective customer relationship and customer engagement strategies in B2B and B2C contexts. Particularly, how companies can develop their customer engagement strategy that sets clear goals for the engagement process, the methods and techniques for achieving these goals, and – importantly – ways of evaluating the success of achieving these goals, identifying potential opportunities for improving engagement strategies

    • Entrepreneurial Marketing (15 credits) - Optional

      This module provides insights, strategies, and actions on how to apply entrepreneurial marketing concepts that can be used to find, evaluate, and exploit the right market opportunity. It then focuses on the various phases and steps of the entrepreneurial marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits. Entrepreneurial marketing focuses on the challenge of successfully developing customer demand for new market opportunities for all organisations and individuals, sustaining growth in today’s dynamic marketing environments.

    • Advertising and Sales Promotion (15 credits) - Optional

      This module aims to develop students' knowledge of the theory and practice of advertising and promotion. Students learn how to use both advertising theory and specific promotion-related theory to inform and develop advertising and promotion campaigns. 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

  • Year 3

    • Marketing Strategy and Planning (30 credits) - Compulsory

      This module provides students with an overview of the key concepts of strategic marketing from a managerial perspective. As such, students will learn about the key marketing tools that will enable them to develop the knowledge and skills necessary in order to: analyse the marketing environment, customers and the factors influencing the purchasing process; develop marketing strategies and plans to reflect the environment; and implement such plans through the development of appropriate product, price, place and promotional activities. In addition, students will appreciate how leadership and managerial styles influence the strategic marketing process.

    • Services Marketing Management (15 credits) - Compulsory

      This module explores services marketing management from an operations perspective.  It aims to offer an in-depth exploration of services marketing management, emphasising concepts, practices and techniques that are pertinent to the service sector.  Students will synthesise and apply services management marketing theories, concepts and techniques to practice through the use of specialised service-sector case studies.  Many students will eventually work in the service sector, and it is hoped that this module will inspire and shape their career.

    • Global and Cross-cultural Marketing (15 credits) - Compulsory

      This module introduces students to current theory and practice in global marketing and develops their ability to apply cultural concepts to marketing challenges. Students will learn about new cultures in both the developed and emerging world and how to adapt marketing strategies accordingly for business success.

    • Social Media and Viral Marketing (15 credits) - Optional

      This module aims to provide students with an understanding of social media and viral marketing and will incorporate owned, earned and paid tactics. The practice of social media and viral marketing in today's marketing landscape will be outlined in addition to how social media and viral marketing facilitates and changes the behaviours of consumers in the marketplace. In preparation for future employment, the module will allow students to apply taught theories to real-life organisations.

    • Public Relations and Corporate Reputation (15 credits) - Optional

      This module will provide a solid grounding in the theory and practice of Public Relations and the content will build upon knowledge and skills gained from previous core and optional modules on the Programme. Students will develop understanding of the ‘diversity’ in publics and the processes of managing and maintaining complex relationships. Through an understanding of the importance of managing corporate reputation, students will explore the effectiveness of public relations as an important communication tool when looking at managing public perceptions during moments of organisational or individual crisis. Additionally, the module will explore the wider cultural and societal landscape in which public relations operate, and will provide critical insight into areas such as celebrity, power and the impact of globalization.

    • New Venture Creation (15 credits) - Optional

      This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial new venture management skills. It also aims to make students aware of opportunities in the market place and how to use Effectual Entrepreneurship to implement and generate sustainable incomes in a world outside the academic environment.

    • Fashion Marketing (15credits) - Optional

      This module introduces students to fashion marketing and encourages them to apply marketing theory that underpins the subject to real world examples.  Students will explore cultural, environmental, social and ethical trends that influence the fashion industry, identify business opportunities and create marketing proposals to improve fashion brands and fashion retail spaces.

    • Digital Campaign Planning and Analytics (15 credits) - Optional

      This module aims to provide students with an overview of digital campaign planning and analytics from a theoretical and practical perspective. Students will be exposed to the whole life cycle of a digital campaign that incorporates the development of a campaign idea, implementation frameworks and measurement strategies. The module will be supported by a range of analytical techniques and tools such as funnel analysis, Google Analytics and Tag Manager.

    • Marketing Consultancy Project (15 credits) - Optional

      The module builds on learning from prior modules and provides students with the experience of working collaboratively on a real, client-driven consultancy project. External clients will provide a project brief and students will work in teams to develop practical solutions.  The module gives students an opportunity to apply theoretical knowledge to real organisations and facilitates the practice of team-working, problem-solving, reflective and presentation skills, as well as an understanding of the complexities relating to client management and project deliverables.

    • Marketing Internship (30 credits) - Optional

      The primary aim of the work marketing module is to provide students with the opportunity to undertake a period of work experience (minimum of 30 days) from which students will learn about, how business run in general, the organisation and the sector within which it operates as well as the key drivers of business success. The marketing internship will provide students with an opportunity to immerse themselves in the world of work and develop effective strategies to deal with work and organisational life. It will therefore facilitate students to develop an understanding of work, reflexivity, resilience, wellbeing and the link between theory and practice. Through reflection on experiential learning students will enhance their awareness of their own abilities, and attributes and undertake a journey of personal and professional development.

Modules

  • September 2018 entry - year 2 entry only

    • Year 2 modules

      Brand Management (30 credits) - Optional

      The aim of this module is to develop your understanding of branding, brand management and brand communications. The module will focus on developing strategies to create and sustain successful brands and on developing efficient brand communication strategies.

      Consumer Behaviour (30 credits) - Optional

      The aim of this module is to enable you to learn factors that influence consumer behaviour, how we buy, what we buy, why we buy. Relevant theories of consumer behaviour will be explored and critiqued to explain these behaviours.

      Marketing Research (30 credits) - Compulsory

      This module aims to familiarise you with the importance of marketing research to business and the marketing research process. You will learn how to conduct a marketing research project, 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.

      Entrepreneurship and Small Business Marketing (30 credits) - Optional

      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 will challenge you to think entrepreneurially. It also aims to make you aware of opportunities in the market place and generate a can-do mentality.

      Fashion and Luxury Goods Marketing (30 credits) - Optional

      This module introduces you to the dynamic and fast-moving fashion and luxury goods industries. You will be able to apply your existing marketing skills learnt in Year 1, whilst also gaining insights to a more specialised area of marketing. Fashion Marketing is seen as being unique from other areas of marketing due to the intrinsic-change which is apparent within industry. You will be able to apply practical skills and creativity to real-life fashion industry scenarios.

      Managing Marketing (30 credits) - Optional

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

    • Year 3 modules

      E-Marketing Strategy and Social Media (30 credits) - Compulsory

      The module explains the concepts and tools required to build and maintain an effective e-marketing and social media strategy. The module will discuss e-marketing and social media from a strategic perspective as well as focus on specific technologies and tactics.

      Marketing Strategy and Planning (30 credits) - Compulsory

      This module aims at giving you a sound understanding of the ideas and models that are at the basis of strategic marketing and planning. The understanding is reinforced and applied in workshops and by analysing case studies, then by tackling a real life extensive project.

      Creative Advertising and Promotion (30 credits) - Optional

      This module aims to develop your knowledge of the theory and practice of advertising and promotion. You will learn how to use both broad communication theory and specific promotion-related theory to inform and develop advertising and promotion programmes. You will 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.

      Direct and Customer Relationship Marketing (30 credits) - Optional

      This module aims to present a view of the importance to firms of profitably managing customer relationships in order to succeed in a competitive environment. The module will focus on the development and implementation of relationship marketing strategies that enhance organisational profitability and success.

      International Marketing (30 credits) - Optional

      This module provides you 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. You will learn how to critically assess the implications of such forces and trends for marketing strategy and decision making when organisations operate across borders. You will also develop international marketing decision-making skills and know-how that will assist you in pursuing a career in international marketing or business.

      New Venture Management (30 credits) - Optional

      This module is underpinned by the ethos that entrepreneurship is now a career choice for many in these challenging, dynamic and uncertain times. This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial new venture management skills. It also aims to make you aware of opportunities in the market place and how to use effectual entrepreneurship to implement and generate sustainable incomes in a world outside the academic environment.

      Public Relations and Corporate Reputation Management (30 credits) - Optional

      This module aims to develop detailed understanding of public relations theory and practice and its role in influencing corporate reputation. The module uses practical tasks and professional simulations to enable you to engage critically with public relations planning, implementation and evaluation.

      Research Project (30 credits) - Optional

      This module provides an excellent opportunity for you to demonstrate high quality employability skills such as the ability to design and deliver a small research project, learn independently and through supervision, and undertake an extended, methodical piece of work. A well-executed research project will give you something to distinguish yourself from your peers as well as the opportunity to show why you might be a superior candidate for graduate employment.

      Services Marketing Management (30 credits) - Optional

      This module aims to offer in-depth exploration of services marketing management, emphasising those concepts, practices and techniques that are pertinent to service. You will synthesise and apply previous study of management, and marketing concepts and techniques, and relate business theory to practice using specialised service-sector case studies.

      Work Internship (30 credits) - Optional

      The primary aim of the internship module is to provide you with the opportunity to undertake a period of work experience for a minimum of 30 days. This will facilitate you in gaining an insight into the world of work and appropriate conduct at work, as well as the process of becoming and staying employable through assertiveness, continuing development and reflection on both your development and the link between theory and practice. You will also develop an understanding of the organisation, sector and the environment in which it operates.

Modules

  • September 2018 entry - Year 3 entry only

    • Year 3 modules

      E-Marketing Strategy and Social Media (30 credits) - Compulsory

      The module explains the concepts and tools required to build and maintain an effective e-marketing and social media strategy. The module will discuss e-marketing and social media from a strategic perspective as well as focus on specific technologies and tactics.

      Marketing Strategy and Planning (30 credits) - Compulsory

      This module aims at giving you a sound understanding of the ideas and models that are at the basis of strategic marketing and planning. The understanding is reinforced and applied in workshops and by analysing case studies, then by tackling a real life extensive project.

      Creative Advertising and Promotion (30 credits) - Optional

      This module aims to develop your knowledge of the theory and practice of advertising and promotion. You will learn how to use both broad communication theory and specific promotion-related theory to inform and develop advertising and promotion programmes. You will 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.

      Direct and Customer Relationship Marketing (30 credits) - Optional

      This module aims to present a view of the importance to firms of profitably managing customer relationships in order to succeed in a competitive environment. The module will focus on the development and implementation of relationship marketing strategies that enhance organisational profitability and success.

      International Marketing (30 credits) - Optional

      This module provides you 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. You will learn how to critically assess the implications of such forces and trends for marketing strategy and decision making when organisations operate across borders. You will also develop international marketing decision-making skills and know-how that will assist you in pursuing a career in international marketing or business.

      New Venture Management (30 credits) - Optional

      This module is underpinned by the ethos that entrepreneurship is now a career choice for many in these challenging, dynamic and uncertain times. This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial new venture management skills. It also aims to make you aware of opportunities in the market place and how to use effectual entrepreneurship to implement and generate sustainable incomes in a world outside the academic environment.

      Public Relations and Corporate Reputation Management (30 credits) - Optional

      This module aims to develop detailed understanding of public relations theory and practice and its role in influencing corporate reputation. The module uses practical tasks and professional simulations to enable you to engage critically with public relations planning, implementation and evaluation.

      Research Project (30 credits) - Optional

      This module provides an excellent opportunity for you to demonstrate high quality employability skills such as the ability to design and deliver a small research project, learn independently and through supervision, and undertake an extended, methodical piece of work. A well-executed research project will give you something to distinguish yourself from your peers as well as the opportunity to show why you might be a superior candidate for graduate employment.

      Services Marketing Management (30 credits) - Optional

      This module aims to offer in-depth exploration of services marketing management, emphasising those concepts, practices and techniques that are pertinent to service. You will synthesise and apply previous study of management, and marketing concepts and techniques, and relate business theory to practice using specialised service-sector case studies.

      Work Internship (30 credits) - Optional

      The primary aim of the internship module is to provide you with the opportunity to undertake a period of work experience for a minimum of 30 days. This will facilitate you in gaining an insight into the world of work and appropriate conduct at work, as well as the process of becoming and staying employable through assertiveness, continuing development and reflection on both your development and the link between theory and practice. You will also develop an understanding of the organisation, sector and the environment in which it operates.

You can find more information about this course in the programme specification. Optional modules are usually available at levels 5 and 6, although optional modules are not offered on every course. Where optional modules are available, you will be asked to make your choice during the previous academic year. If we have insufficient numbers of students interested in an optional module, or there are staffing changes which affect the teaching, it may not be offered. If an optional module will not run, we will advise you after the module selection period when numbers are confirmed, or at the earliest time that the programme team make the decision not to run the module, and help you choose an alternative module.

  1. Overview
  2. Teaching and learning
  3. Assessment and feedback
  1. UK & EU
  2. International
  3. How to apply
  1. UK & EU
  2. International
  3. Additional costs

How can the BA Marketing support your career?

Our BA Honours Marketing course prepares you 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, with an average starting salary of £26,000.

Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing and have progressed to work for companies such as Bardingtons, Prem International School, IKEA, a number of local authorities, the NHS or they have set up their own business.

Graduates from this course have successfully gaining employment in the following roles:
Marketing Assistant, Academic Assistant, Account Executive, Junior Copy Writer, Photographic Assistant, Sales Adviser, Junior Business Development Adviser, Junior Advertising Account Manager

If you receive a 2:2 (or higher) at graduation you can apply for the CIM Professional Diploma in Marketing (Level 6) without the normal requirement of obtaining the CIM Certificate in Marketing. And if you enrol for the Diploma within two years of graduation, you’ll receive exemptions from two of the four modules.

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Middlesex University has joined forces with CIM to give our students the opportunity to gain CIM professional qualifications through their Graduate Gateway programme. CIM qualifications are highly sought after by employers, and Graduate Gateway alongside our own degrees, ensures we are equipping our students with the best opportunities for a successful marketing career.

  • Nils Wurl

    Marketing BA student

    Middlesex University offered me the right course in the right location. Having talked to the Programme Leader at an Open Day, I was convinced that Middlesex was the right choice for me.

    The best thing about the course is the lecturing staff. They are not only teaching us the relevant theory but also they relate the subject content to real life projects and scenarios. It is my hope that the knowledge and experiences I've gained will help me in my goal of finding employment in the marketing sector. I'm really enjoying my time at Middlesex and I've already recommended it to friends in Germany who are looking at studying a Masters.

  • Ugne Mikucionyte

    Marketing BA graduate

    After three years at Middlesex, I am confident in saying that this is the most amazing degree to study, anywhere in the world! The content of the course is brilliant, from Principles of Marketing to Public Relations and International Marketing. The course flows seamlessly and you learn more and more with each year that passed.

    I've always had high ambitions, but my experiences at Middlesex have raised my ambitions further. My final year at Middlesex really helped me to understand what career path I'd like to follow. I plan to go into PR or creative advertising in an international capacity. Middlesex teaches you not only theory, but the practical elements too and I know I'll be able to apply these in my career.

  • Inayat Patel

    Marketing BA graduate

    The BA Marketing course appealed to me because of the variety of topics, modules and assessment methods offered which really help identify the strengths of an individual. The course's links with industry organisations such as the Chartered Institute of Marketing gave the course great credibility.

    I've really enjoyed the course's attempt to simulate real life scenarios within the classroom. Also, because tutors come from academic and industrial backgrounds, it allows them to offer balanced opinions whilst I'm trying to establish my career path. Since joining Middlesex, I now have the confidence to say that I would like to potentially continue my studies into postgraduate and aim for employment in a senior marketing position within highly established, marketing-orientated, companies such as Audi, Coca-Cola and Apple.

Other courses

Business Management (Marketing) BA Honours

Start: October 2019, EU/International induction: September 2019

Duration: 3 years full-time, 4 years full-time with placement, 6 years part-time

Code: N504

Business Management (Marketing) (Top-up) BA Honours

Start: October 2019, EU/International induction: September 2019

Duration: 1 year full-time

Code: N505

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