Effective marketing is essential to every successful organisation – and our BA Marketing is the ultimate stepping-stone to an exciting career across a range of disciplines. You’ll follow in the footsteps of graduates who have pursued careers in all areas of marketing, including marketing research, product development, brand management, integrated marketing communications, and retailing at companies including Bardingtons, Prem International School, IKEA, a number of local authorities, and the NHS.
As part of our Business School, you’ll develop your critical thinking, and gain the tools and knowledge needed to successfully navigate the professional marketing field.
You’ll also have the flexibility to tailor your marketing degree with a range of optional modules – from brand management and consumer behaviour, to market insight and digital marketing – that will complement your personal interests and career goals. You'll work on a consultancy project with a brief set by industry professionals and develop practical solutions in response.
You’ll get plenty of support throughout your studies – and our specialist librarians are also on hand to give you any additional support you need to excel in your marketing degree.
You’ll also have the opportunity to gain invaluable hands-on experience and employability skills with two work experience options. You can integrate a work placement into your studies with a 36-week sandwich placement as part of a 4-year degree, or two 18-week summer placements as part of a 3-year degree.
The structure of the new programme has moved from being solely based on 30 credit modules to now incorporate a combination of both 15 and 30-credit modules. You will now take a total of eighteen modules over the three years of the programme; this compares with twelve under the previous format. This approach has been designed to provide a broader coverage of the subject and also helps graduates form a clearer idea as to the specific direction you wish to explore on your future career path.
Under the new programme, modules can be grouped by themes, thus enabling students to form a pathway and in doing so pursue some specialisation from the course. This ability to create a linked direction offers students the opportunity to build and develop learning across related areas. For example students can select related modules in:
When it comes to support, you’ll be matched with a Personal Tutor to get the backing you need. You’ll also get support from our Student Learning and Graduate Academic Assistants who have personal experience in your subject.
Our BA Marketing is one of the marketing courses recognised by the Chartered Institute of Marketing (CIM), and if you receive a 2:2 (or higher) at graduation, you’ll be able to apply for the CIM Professional Diploma in Marketing (Level 6) without the standard requirement of gaining a CIM Certificate in Marketing.
CIM qualifications are highly sought after by employers, which means you’ll be receiving the best opportunities for a successful marketing career.
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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 get the chance to tailor you degree by choosing either our New Product Development and Innovation module or Advertising and Sales Promotion and either the Customer Engagement Marketing module or Entrepreneurial Marketing.
In Year 3 you will study three compulsory modules in Marketing Strategy and Planning, Services Marketing Management and Global and Cross-cultural Marketing. You will also be able to choose two options from a wider list of specialist marketing modules.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
More information about this course
See the course specification for more information about typical course content outside of the coronavirus outbreak:
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.
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.
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.
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.
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.
We’ll carefully manage any future changes to courses, or the support and other services available to you, if these are necessary because of things like changes to government health and safety advice, or any changes to the law.
Any decisions will be taken in line with both external advice and the University’s Regulations which include information on this.
Our priority will always be to maintain academic standards and quality so that your learning outcomes are not affected by any adjustments that we may have to make.
At all times we’ll aim to keep you well informed of how we may need to respond to changing circumstances, and about support that we’ll provide to you.
Start: September 2023, EU/International induction: September 2023
Duration: 3 years full-time, 4 years full-time with placement, 6 years part-time
Start: October 2023, EU/International induction: September 2023
Duration: 1 year full-time