Marketing BSc (Hons)

Course Content

• Course Details

  Marketing lies at the heart of any successful business or enterprise. This degree is designed to develop talented marketing professionals for the business challenges of the future. In today’s modern world, successful organisations appreciate the value that marketing brings to their business. Successful students on this marketing degree course will understand the importance of creating and delivering competitive advantage for their organisation.

  Marketing is an exciting, dynamic, and multi-focused discipline. For all organisations, the role of marketing is increasingly important. Whether it’s a business looking for new customers or a brand expanding into new global markets or a charity seeking to raise funds, marketing lies at the heart of these activities. The marketing challenges of the future encompass the rise of technology, the digital metaverse, increasing global competition, fast and ever-changing consumer trends and the challenge of managing the entire customer experience whether that is in-person, online or through social media channels. In this complex world the demand for skilled marketing professionals is critical for all businesses and organisations.

  Digital Northampton

  As a student, you have an opportunity to become involved in activities and events organised by Digital Northampton. which can help enhance their studies and build connections to employers. Digital Northampton is a collaboration between local digital businesses, the University of Northampton and local councils designed to support the digital innovation in the region.

  The Digital Northampton Podcast is created at the University and is produced and hosted by Ken Punter, Lecturer in Digital Marketing. It covers a range of subjects, primarily focusing on digital marketing and communications. Students can learn more about the podcasting and creating digital content when choosing from our wide range of optional modules on offer.

  Listen to The Digital Northampton Podcast now! You can also find the podcast on Spotify by searching for ‘The Digital Northampton Podcast’.

  List of modules

  Please note the modules shown here relate to the academic year 22/23. The modules relating to the academic year 23/24 will be available from June 2023.

  • Stage 1
    • Foundations of Marketing (20 Credits)
      Module code: MKT1001

      Status: Compulsory
      The purpose of this module is to introduce the concept of marketing to students. To explain what marketing is and to show the way in which marketing impacts on organisations, customers and other stakeholders. The idea of ?creating value? is central to a marketing orientation and this module seeks to explain what this means in a rapidly changing external environment..
    • Introduction to Marketing Communications (20 Credits)
      Module code: MKT1002

      Status: Compulsory
      The purpose of this module is to provide students with an opportunity to explore current and emerging practices in marketing communications across a range of industries and sectors.
    • Foundations of Advertising Media (20 Credits)
      Module code: MKT1018

      Status: Compulsory
      The purpose of this module is to provide an opportunity for students to learn about a variety of advertising media such as Television, Radio and Out of Homeand develop an understanding of the key concepts around media selection, audiences and buying.Students will go on to experience the challenge of creating a campaign, with particular focus on the creative thinking and project management, essential for an advertising environment.
    • Digital Marketing Essentials (20 Credits)
      Module code: MKT1029

      Status: Compulsory
      This module provides students with the skills and knowledge necessary to both plan and analyze digital marketing campaigns to achieve specific, strategic commercial objectives within a broad range of contemporary organisations.
    • Understanding Consumers (20 Credits)
      Module code: MKT1030

      Status: Compulsory
      The purpose of this module is to provide an overview of the importance of consumer behaviour and the relationship between understanding consumers and its impact on business. This module will focus on understanding the basis for consumer behaviour, and the importance to marketers in understanding the factors that affect it, including psychological, personal, social and technological factors.
    • Professional Skills for Marketing Practice (20 Credits)
      Module code: MKT1043

      Status: Compulsory
      This module will equip students with the practical skills needed to undertake effective research and analysis. Students will learn to differentiate a range of marketing research strategies and use a selection of marketing research techniques to initiate and undertake critical analysis, applying findings to solve a set marketing problem and to approach the analysis of the business environment when conducting marketing audits applied to specific brands, companies and industry sectors. This is a skills-module and as such its focus is on the learning of the practical real-life skills required by professional marketers when conducting research in business.
  • Stage 2
    • Tactical and Strategic Marketing (20 Credits)
      Module code: MKT2001

      Status: Compulsory
      The purpose of this module is to enable students to develop a deeper understanding of how marketing is applied in a business context. The module will focus on the practical application of marketing concepts and techniques. Students will develop an appreciation of the importance of a planning discipline to ensure that the organisation constructs a customer-focused and competitively robust marketplace strategy to achieve organisational goals.
    • Brand Management (20 Credits)
      Module code: MKT2006

      Status: Designate
      The purpose of this module is to explore the concepts and practice of branding and strategic brand management by providing a framework for comprehensive analysis and reflection.
    • E-Marketing (20 Credits)
      Module code: MKT2009

      Status: Compulsory
      This module will review the customer journey in a fragmented media and device environment, and will exmaine the new role of the customer in a world where customers can communicate with brands and other customers. We will explore ecommerce and review essential evaluation methods and tools. This module will also provide students with the opportunity to experiment with digital marketing tools to improve their employabiltyDrawing on scholarly research, as well as current business practice, we will examine, analyse and evaluate the most important marketing issues facing companies today who wish to succeed in this dynamic new digital environment.
    • Integrated Marketing Communications (20 Credits)
      Module code: MKT2011

      Status: Designate
      The purpose of this module is to develop an understanding of Integrated Marketing Communications theory, and the scope of the integrated communication process in practice as both a philosophy and as a process model. More specifically, the module outlines an outside-in approach that is important to understand and appreciate the context of communication to consumers and stakeholders. It examines methods for creating an insightful overview of the target audience both internally and externally, and investigates key influences for building effective engagement through integrated marketing communications.
    • Public Relations Management and Practice (20 Credits)
      Module code: MKT2012

      Status: Designate
      The purpose of this module is to explore a range of PR management tools and techniques across the exciting and diverse PR industry. Students will learn about the function of PR as part of integrated marketing communications, as well as examining the role of PR within crisis management, event management, the not-for-profit sector, public affairs, and internal and external communications.
    • International Marketing Tactics (20 Credits)
      Module code: MKT2035

      Status: Designate
      The purpose of this module is to focus on the development of tactical marketing programmes for international markets. With increasing global competition and changes in customer behaviour that defy national boundaries, international marketing is no longer a marketing specialism but instead must be considered as an integral theme within any marketing programme.
    • The Consultant Entrepreneur (20 Credits)
      Module code: MKT2037

      Status: Designate
      The purpose of this module is to give students an insight into SME consultancy. Students will work with real SME clients. They will be engaging in commercial projects, client briefs, market intelligence and client presentations. Students will be given real work experience in the demands and practices of the SME consultancy world.
    • Marketing Research and Insight (20 Credits)
      Module code: MKT2059

      Status: Compulsory
      The purpose of this module is to enable students to develop a detailed understanding of the way in which research informs a range of key marketing decisions. Students will explore the concepts and practice of marketing research, developing both a methodological understanding and the practical skills required to locate, gather, interpret and apply relevant data to marketing problems and to gain marketing insight
    • The Customer Experience (20 Credits)
      Module code: MKT2060

      Status: Compulsory
      The purpose of this module is to provide an overview of both traditional and contemporary marketing techniques used to enhance the customer experience.The distinctive challenges faced by service marketers will be studied and this module will look at both online and offline customer experiences and how to manage these as part of a customer relationship management strategy
  • Stage 3
    • Business Challenge Project
      Module code: BUS4900

      Status: Designate
    • Strategic Marketing Management (20 Credits)
      Module code: MKT3010

      Status: Compulsory
      The purpose of this module is to prepare marketing students for a career in a marketing role. Marketing management seeks to prepare students for employment through enabling a deep understanding of the philosophy and practice of marketing. The module seeks to justify the purpose of marketing through the practical acquisition of key skills based around defining, creating and delivering customer value.
    • Campaign Planning (20 Credits)
      Module code: MKT3014

      Status: Designate
      Students will explore a range of issues that underpin campaign development and will develop skills in analysing the context for campaigns. Students will develop strategies and plan campaigns for a range of different scenarios, using both analytical and creative skills to identify appropriate activities and media.
    • Entrepreneurial Marketing (20 Credits)
      Module code: MKT3025

      Status: Designate
      This module explores marketing practices from an entrepreneurial and small business viewpoint. Marketing theories, planning and practice are generally taught with a concentration on the corporate / large organisation sectors. This module takes an eclectic view of current thinking and research gained from both entrepreneurial and small business practice in marketing. It encourages students to challenge 'accepted' marketing concepts and question their relevance and application in a small business context.
    • Content Creation for Marketing (20 Credits)
      Module code: MKT3046

      Status: Designate
      The purpose of this module is to focus on the development and building of professionally relevant content on a variety of platforms which will enable the student to develop skills in real time, relevant marketing communications and content creation.The creation of content will be linked to relevant academic theory in communication and visual language which will underpin the student?s choices.
    • Digital Entrepreneur (20 Credits)
      Module code: MKT3049

      Status: Designate
      To remain competitive in today's digital world, businesses need to move fast. Digital entrepreneurship module will focus on issues related to creating and doing business in the Digital Era. Main emphasis of the module is on practical aspects of digital entrepreneurship, including digital entrepreneurship skills, tools, practices and processes.
    • Consumerism and Sustainability
      Module code: MKT3051

      Status: Compulsory
    • Global Marketing Consultancy
      Module code: MKT3055

      Status: Compulsory
    • Business-to-Business (B2B) Marketing (20 Credits)
      Module code: MKT3056

      Status: Designate
      The purpose of this module is to enable students to understand and evaluate how the Marketing concepts are applied in the Business-to-Business market. The module also introduces the use of analytical models to evaluate the various stages of an effective marketing process. This will allow students to further develop their critical thinking skills by using the models for evaluating the implications ot their variables, benefits and limitations and how to reach advantageous relationships with customers. The module considers key basic marketing analytics concepts and models, and faciliates their application to the B2B context through a mediation between theory and reflections on significant case studies for enabling the learning in practice.
    • Luxury Brand Management (20 Credits)
      Module code: MKT3057

      Status: Designate
      The purpose of this module is to examine luxury brand management by understanding what luxury means and why consumers buy luxury. How to develop a successful luxury brand and the key challenges and opportunities of luxury brand management in today?s global and digital context. Successful brands are those that understand the challenge of finding a balance between being timeless through communicating their brand story and heritage; being current and relevant for the moment through strong brand positioning, visual identity, differentiated customer experience and addressing brand challenges; and being innovative in anticipating future opportunities.
    • Marketing Dissertation (40 Credits)
      Module code: MKT4001

      Status: Designate
      The overall aim of the module is to develop advanced personal scholarship skills and subject knowledge through the design and conduct of an independent piece of academically rigorous research.
    • Research Project (20 Credits)
      Module code: MKT4002

      Status: Designate
      The purpose of this module is to provide students with an opportunity to carry out an investigation of a current industry or market sector topic or issue that is relevant to their degree or professional development. This will typically result in the identification of a problem, trend or research issue that is subsequently examined during the project. Students apply relevant academic or marketing concepts to structure their investigation and to communicate their analysis.

  The wide range of modules offered allows students to specialise and focus on their own areas of interest. Designed to offer the skills and knowledge needed to enhance employability, recent marketing students have worked for organisations such as Amazon, Mercedes-Benz, National Express, Red Bull Racing and ViacomCBS.

  The wide range of Marketing modules available to choose from provides you with a solid foundation in marketing, while also providing you with the opportunity to specialise by choosing topics that meet your ambitions and supports your future employability.

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• Entry Requirements

  Standard entry requirements apply. A typical offer is:

  • BCC at A Level or
  • DMM at BTEC or
  • Pass (C and above) at T Level.

  For more information on how to make an application, please visit our How to Apply page.

  If you are an International student and would like information on making an application, please see our How to Apply page.

  Integrated Foundation Year Entry Requirements

  The standard entry requirements for the Integrated Foundation Year are:

  • DEE at A level or
  • MPP at BTEC or
  • Pass (D or E) at T Level.

  For more information on how to make an application please visit our How to Apply pages for Home and EU, and International students.

  English Language Requirements

  All International and EU students applying for a course with us must meet the following minimum English language requirements:

  • IELTS 6.0 (or equivalent) with a minimum of 5.5 in all bands for study at undergraduate level.

  For information regarding English language requirements at the University, please see our IELTS page.

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• Fees and Funding

  23/24 Tuition Fees
  

  Fees quoted relate to study in the Academic Year 23/24 only and may be subject to inflationary increases in future years.

  • UK Full Time: £9,250
  • UK Part Time: £1,540 per 20 credit module
  • UK Integrated Foundation Year: £9,250 for the foundation year; thereafter standard fees apply
  • International Full Time: £14,750
  • International Integrated Foundation Year: £14,750 for the foundation year; thereafter standard fees apply
  • Optional Work Placement Year: £1,100

  For information on the scholarships available to you, please see our scholarships page.

  Additional costs

  The New York study trip is optional and the cost in previous years has not exceeded £1000 for flights and accommodation. Students normally allow an additional £200 for their expenses.

  22/23 Tuition Fees
  

  Fees quoted relate to study in the Academic Year 22/23 only and may be subject to inflationary increases in future years.

  • UK Full Time: £9,250
  • UK Part Time: £1,500 per 20 credit module
  • UK Integrated Foundation Year: £9,250 for the foundation year; thereafter standard fees apply
  • International Full Time: £14,000
  • International Integrated Foundation Year: £14,000 for the foundation year; thereafter standard fees apply
  • Optional Work Placement Year: £1,100

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• Professional Body

  The University of Northampton BSc Marketing is accredited by the leading professional marketing body, The Chartered Institute of Marketing (CIM). This means that our academic content is mapped against the CIM to ensure we are delivering the skills and knowledge that employers require in the competitive world of work.

  This degree offers exemptions from the CIM allowing you to gain a professional qualification such as the CIM Certificate in Professional Marketing alongside your degree.

  Elements of this course are recognised by The Chartered Institute of Public Relations and The Market Research Society.

  You will also become a DMI Power Member for the last two years giving you access to over 1200 pieces of unique content including videos, tools, webinars and templates created and curated by some of the worlds leading subject matter experts. If you plan to study Marketing with us, you have the added benefit of knowing that your course has been approved by an internationally recognised global certification provider. DMI certification is recognised by the worlds leading employers and will help you get the job you want.

  

  

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• Student Perks

  At the University of Northampton, everything we do, from funded trips to paid internships, is to give you everything you need to make a difference when you leave.

  If you join our full-time BSc Marketing degree at Northampton, you will receive a laptop when your course begins*. The laptops are built to a bespoke custom specification ideal for use in the seminar room, collaborative group work or studying at home.

  Whatever your ambitions, we’re here to help you to achieve them. We’ll support you to identify the skills you’re learning during your course, find your strengths and secure practical experience so that when it comes to applying for jobs or further study you’ll feel confident in standing out from the crowd. We’ve created the Northampton Employment Promise because we are so confident that if you focus on your studies and complete one of our awards you’ll be highly employable by the time you graduate. Putting you in a great position to secure employment or continue your studies.

  To check out the full list of perks, visit our Student Perks page or dedicated International Perks page.

  *Home fee payers only (see Terms and Conditions for further details).

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• Integrated Foundation Year

  The Integrated Foundation Year (IFY) offers a new and exciting route into studying for a degree, attracting ambitious and driven students who are willing to learn and advance.

  If you have non-standard qualifications or do not quite meet the admissions requirements for a degree in marketing we can offer you a fantastic opportunity to study a four year Marketing programme which includes an Integrated Foundation Year. The Integrated Foundation Year will help you develop the theoretical/practical and academic skills you need, in order to successfully progress to the full award.

  Featuring a reduced tuition fee in the first year, our four-year courses will enable you to successfully follow the degree pathway of your choice while gaining essential study skills. The foundation year of your chosen degree will be studied on a full-time basis and is aimed at supporting the transition to higher education. Years two, three and four are then studied as a standard degree programme.

  Please see our Integrated Foundation Year page for more details.

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• FAQs

  How will I learn?

  On our BSc Marketing Degree you can expect taught study to be a combination of lectures, seminars and workshops usually for 6 hours per week. We recommend that you spend 12 hours per week in self-directed study time.

  How will I be assessed?

  A variety of individual and group-based assessments are used including reports, presentations, e-portfolios, posters, projects, live-client briefs, multiple-choice tests and presentations.

  Will I have any ‘real-world’ experiences on this course?

  Our final year students have in recent years worked on live client projects with activities including designing international market-entry strategies for new products and designing marketing strategies for various organisations such as a medical dispensing company, a specialist online company and a local salon, to improve customer retention and enhance their customer relationships.

  Students also have the opportunity to join our study trip* in New York. Networking with marketing professionals through visits to marketing business large and small, including an investment bank and various advertising agencies. The New York study trip is optional and the cost in previous years has not exceeded £1000 for flights and accommodation.

  In addition to these experiences there is also the Placement opportunity, a year-long experience available to students gain real-world paid employment with companies to enhance their CV and gain new skills putting classroom theory in practical action in the workplace.

  *Future study trips are dependent on Government and local travel guides relating to Covid-19.

  Are there any special features for this course?

  • This degree is accredited by the Chartered Institute of Marketing (CIM) and offers exemptions from their professional qualifications, including the CIM Certificate in Professional Marketing, allowing you to obtain a professional marketing award alongside your degree.
  • We are building a student community and encouraging cross-year collaboration between our students. To keep up-to-date with the latest activities on the programme and the achievements of our students following @MKTstudentsUoN on Twitter.
  • Networking opportunities with input from industry professionals including guest speakers, live client projects and opportunities to gain real world experience.

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Careers and Employability

Marketing skills are highly prized by employers all over the world and this course will teach students the leading-edge marketing skills, tools and techniques that they will need to build a rewarding and successful marketing career in this digital age. We do all this by providing an engaging learning experience that blends the latest research with the opportunity to apply it to real life business challenges.

A marketing degree can lead to hundreds of different careers, with the most common being in roles such as marketing managers, digital marketing executives, social media assistants, public relations officers, and advertising executives.

Marketing graduates are in strong demand and there are many career opportunities as more and more businesses of all sizes now realise the importance of having a successful marketing function and strategy, so the need for versatile marketers is continuing to grow. Our BSc Marketing Degree will provide you with all of the skills you need to get ahead in this competitive sector.

Postgraduate Opportunities

Our postgraduate courses are a great way to enhance the skills you have already learnt. Benefit from our 20% alumni discount on postgraduate fees to give yourself a CV that will catch the eye of employers.

• International Business Management MSc
• International Marketing Strategy MSc
• Social Innovation MA