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Marketing BA Honours

Flex your marketing skills and learn about exciting and dynamic areas such as digital and social media marketing to get your marketing career started
September 2024
3 years full-time
4 years full-time with placement
6 years part-time
£9,250 (UK)*
£16,600 (INT)*
Course leader
Socrates Economou

Why choose Marketing BA Honours at Middlesex?

Effective marketing is essential to every successful organisation and our BA in Marketing is the ultimate stepping-stone to an exciting career.

You’ll follow in the footsteps of graduates who have pursued careers in marketing research, product development, and brand management at companies including JYSK, Danske Bank, Lindt and Sprungli, PricewaterhouseCoopers, British Science Association and New Era Cap Company.

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.

What you will gain

Our BA Marketing Honours degree is recognised by the Chartered Institute of Marketing (CIM) and CIM qualifications are highly sought after by employers.

As part of our Business School, you’ll develop a range of skills and knowledge to help you thrive in the marketing industry. You will:

  • Develop confident communication skills through workshops, role-plays, problem-solving exercises and analysing case studies
  • Broaden your digital marketing skills
  • Gain exposure to industry on a marketing consultancy project – where you will be working with real business clients.

What you will learn

You’ll also have the flexibility to tailor your marketing degree with a range of optional modules 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.

3 great reasons to pick this course

  • One of London's best
    We are one of the top five universities in London for Marketing — Complete University Guide, 2023
  • Graduate successOur graduates now work at organisations including JYSK, Danske Bank, Lindt and Sprungli, PricewaterhouseCoopers (PwC), British Science Association and New Era Cap Company
  • Inspiring entrepreneurs
    Our entrepreneurial outlook has led to one in seven of our MDX graduates going on to manage or own a business – Hitachi, 2020

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The course is designed to expand knowledge in three main areas of marketing: Digital Technologies, Communication and Entrepreneurship. After gaining a core understanding of these areas in year 1, you will be able to select modules related to these areas.


  • 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.

To find out more about this course please download the Marketing BA Honours specification (PDF).

We review our courses regularly to improve your experience and graduate prospects so modules may be subject to change.

  1. Teaching and learning
  2. Assessment and feedback
  1. Standard entry requirements
  2. International
  3. How to apply

The fees below are for the 2024/25 academic year:

UK students1

Full-time: £9,250

Part-time: £77 per taught credit

International students2

Full-time students: £16,600

Part-time students: £138 per taught credit

Additional costs

The following study tools are included in your fees:

  • Free access to the resources, learning materials and software you need to succeed on your course
  • Free laptop loans for up to 24 hours
  • Free printing for academic paperwork
  • Free online training with LinkedIn Learning.

Scholarships and bursaries

To help make uni affordable, we do everything we can to support you including our:

  • MDX Excellence Scholarship offers grants of up to £2,000 per year for UK students
  • Regional or International Merit Awards which reward International students with up to £2,000 towards course fees

Student Starter Kit. Get help with up to £1,000 of goods, including a new laptop or iPad. Find out about our MDX Student Starter Kit.

Find out more about undergraduate funding and all of our scholarships and bursaries.

Fees disclaimers

1. UK fees: The university reserves the right to increase undergraduate tuition fees in line with changes to legislation, regulation and any government guidance or decisions. The tuition fees for part-time UK study are subject to annual review and we reserve the right to increase the fees each academic year by no more than the level of inflation.

2. International fees: Tuition fees are subject to annual review and we reserve the right to increase the fees each academic year by no more than the level of inflation.

Any annual increase in tuition fees as provided for above will be notified to students at the earliest opportunity in advance of the academic year to which any applicable inflationary rise may apply.

The Sheppard Library

Our library is open 24 hours a day during the term and includes:

  • Over 1,000 study areas with rooms for group study and over 600 computer spaces
  • 350,000 books and e-books and more than 24,000 online journals
  • Free laptop loans, Wi-Fi and printing.

Student support

We offer lots of support to help you while you're studying including financial advice, wellbeing, mental health, and disability support.

Additional needs

We'll support you if you have additional needs such as sensory impairment or dyslexia. And if you want to find out whether Middlesex is the right place for you before you apply, get in touch with our Disability and Dyslexia team.


Our specialist teams will support your mental health. We have free individual counselling sessions, workshops, support groups and useful guides.

Work while you study

Our Middlesex Unitemps branch will help you find work that fits around uni and your other commitments. We have hundreds of student jobs on campus that pay the London Living Wage and above. Visit the Middlesex Unitemps page.

Financial support

You can apply for scholarships and bursaries and our MDX Student Starter Kit to help with up to £1,000 of goods, including a new laptop or iPad.

We have also reduced the costs of studying with free laptop loans, free learning resources and discounts to save money on everyday things. Check out our guide to student life on a budget.

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.

Graduate job roles

Graduates from this course have successfully gained employment in the following roles: marketing assistant, academic assistant, account executive, junior copywriter, photographic assistant, sales adviser, junior business development adviser, junior advertising account manager.

Graduate employers

Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing. They've gone on to work for companies such as JYSK, Danske Bank, Lindt and Sprungli, PricewaterhouseCoopers, British Science Association and New Era Cap Company.


Our employability service, MDXworks will launch you into the world of work from the beginning of your course, with CV checking, interview training, placements, projects and networking opportunities through our 1000+ links with industry and big-name employers in London and globally.

Our dedicated lifetime career support, like our business start-up support programme and funding for entrepreneurs, has made us a top 10 university for producing CEOs – Novuana, 2023.

MDXcelerator Student Start-Up Support

Want to be your own boss? You'll have the chance to pitch your business to gain mentoring and grants of up to £15,000.

Global network

You’ll study with students from 122 countries who’ll hopefully become part of your global network. And after you graduate, we'll still support you through our alumni network to help you progress in your chosen career.

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.

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.

Other courses

Business Management (Marketing) BA Honours

Start: September 2024

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: September 2024

Duration: 1 year full-time

Code: N505

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