|Course Length:||3 Years Full-Time|
|Start Dates:||September 2018|
|Location:||Edge Hill University|
- Discover the fundamentals of marketing communications, branding and PR campaigns;
- Gain exemptions from the Chartered Institute of Marketing (CIM), the UK’s leading marketing professional body.
- Develop practical marketing and advertising skills and the ability to think critically and creatively.
Organisations increasingly need to be concerned about more than just their trading relationships with their target markets. They cannot function effectively without the cooperation and support of a wide range of external bodies. Public Relations (PR) is the business function charged with explaining what an organisation stands for and creating a strong, positive corporate image with the aim of gaining understanding and support. The PR professional’s role is to act as a conduit for external communications in response to both positive and negative triggers, including interacting with the media, and planning and organising events. Practical experience is integral to this degree.
Course in Depth
What will I study?
In Year 1 you will study the central philosophies of marketing thinking and practice which will develop your knowledge of essential marketing concepts and strategies. Combining academic and practical learning, you will acquire transferable employability skills, for example, working in a group to create the aesthetic design elements of a company’s website.
In Year 2, compulsory modules immerse you in PR campaigns and retail marketing planning. You will also be able to tailor your degree to your interests by choosing from a range of marketing and public relations options including media and PR in the digital age, experiential marketing, social media monitoring, consumer behaviour, crisis management, the psychology of persuasion, and writing for the media. You will integrate the principles you have learned and examine the overarching role of marketing communications in building successful brands with specific focus on the role of digital media. There is an additional opportunity to complete a module which requires you to form and run a company with your peers.
Year 3 develops your subject specific knowledge in a challenging way. You will focus on PR’s role when marketing is called upon to present the company’s side of the story to its consumers and its wider external audience. A PR message can be spread more widely than an advertising budget allows and with greater credibility. You will also gain an appreciation of international marketing and the global challenges facing marketing and PR professionals, and an understanding of the internal and external factors influencing strategy and decision-making, gaining hands-on experience through the use of a marketing computer simulation package.
How will I study?
Our facilities are excellent with extensive use of information technology to support learning and ensure you graduate with the knowledge and skills to embark on your chosen career. Coursework may comprise individual and group work. Case studies and problem-solving exercises may also be used. External professionals deliver sessions to develop your wider contacts.
Work-based learning involves a period working in an external company allowing you to put your learning into practice. As well as developing your skills and future learning processes, you will have the opportunity to build relationships with potential employers and gain vital experiences for your CV.
Graduate enterprise allows you to develop a business idea and put your training in marketing into practice. You will develop a range of general transferable intellectual and study skills, which are highly appropriate to a career in marketing, advertising and management.
Edge Hill is a member of a European-wide consortium of universities which means our students can participate in marketing activities with students from across Europe. By taking part in these activities you will gain an enriched understanding of the complexities of European culture, a greater awareness of your communication abilities and significantly enhanced marketing skills.
How will I be assessed?
Assessments consider vocational capability, academic critical thinking and intellectual development. Case studies and problem solving exercises may also be used. Examinations may take different forms, using both seen and unseen questions and closed or open book.
Who will be teaching me?
You will be taught by highly qualified and enthusiastic academics who research and regularly engage within the wider business and academic environment. Staff specialisms are actively encouraged and you will benefit from their wide range of knowledge and experience.
A Great Study Environment
The stunning £8m Business and Law building provides state-of-the-art teaching and learning facilities for students in the Business School and Department of Law and Criminology.
The three-storey building offers a 100-seat lecture theatre and modern seminar and meeting rooms. There are also social learning areas which encourage a more informal and interactive style of learning, in addition to an attractive roof garden and atrium.
Edge Hill Business School is home to a thriving research community, hosts a growing international partnership portfolio, and is a member of AACSB International (The Association to Advance Collegiate Schools of Business), the world’s largest management education network.
BUS1020 Principles of Marketing (20 credits)
Principles of Marketing introduces you to the central philosophies of marketing thinking and practice. Topics covered include the marketing concept, the marketing mix and the theories of segmentation, targeting and positioning. This is because attracting customers and successfully meeting their needs are at the heart of any successful business organisation. The module will introduce you to a number of the basic building blocks of marketing.
BUS1021 Understanding Consumer Markets (20 credits)
Understanding Consumer Markets encourages you to develop an awareness of the need for market intelligence and a knowledge of the mechanisms by which market intelligence is gathered. This module focuses on the nature of information required to make informed marketing decisions, the methods used to gather such information, the ways of interpreting and applying the resulting data and the means by which the information is stored and retrieved.
BUS1022 Fundamentals of Marketing Communications (20 credits)
Fundamentals of Marketing Communications addresses some of the central themes in marketing. The purpose of marketing communications is to influence and encourage customers to accept or adopt goods, services or ideas. This is achieved through promotional activities in a variety of forms including advertising, selling, sales promotion, public relations and direct marketing. This module introduces these communication tools alongside the range of media options.
BUS1025 Designing for an Online Presence (20 credits)
Designing for an Online Presence recognises that an organisation’s website is its virtual shop window and as such must be both appealing to consumers and effective in achieving marketing objectives, including driving sales. Web design is the art of creating websites that are attractive and easy to use whilst achieving the marketing objectives of the organisation. This module will provide you with an appreciation of the multiplicity of roles of a website and the range of audiences for which one must be designed.
MED1055 Media Relations (20 credits)
Media Relations is key to public relations and every PR professional will need to have a clear understanding of the media and how to work with the media. Topics covered include audience selection, selling in stories and working with the differing agendas of different media.
MED1414 Hold the Front Page (20 credits)
Hold the Front Page explores news values and how news decisions are made in relation to the type of media outlet. The module encourages you to acquire a knowledge and appreciation of news in the broader sense. You will start to understand the news agenda and how journalistic decisions are made in order to target a variety of news outlets in an effective way.
Language modules, delivered at the Edge Hill Language Centre, are available to study as an integral part of this degree. A single Language module can be studied instead of either BUS1025 Designing for an Online Presence or MED1414 Hold the Front Page.
BUS2017 Research Methods for Business (20 credits)
Research Methods for Business are crucial to personal, academic and vocational development. Employers are increasingly looking for graduates who have specific skills, including those significantly developed through learning about methods of research. This module introduces these methods and considers how they are required to undertake specific academic projects, enhance knowledge and understanding, and address specific business issues and practical managerial problems.
BUS2031 Retail Marketing Planning (20 credits)
Retail Marketing Planning recognises that effective marketing planning is essential for all organisations. This module offers you the opportunity to place tactical marketing activities in the context of the marketing planning process. Specifically, this module provides you with the opportunity to examine the complex nature of marketing planning for organisations in the retail sector which constitutes a dynamic and vital element of the British economy.
BUS2032 Branding: Integrated Digital Campaigns (20 credits)
Branding: Integrated Digital Campaigns is designed to link brand strategy and positioning to the creative aspects of branding, thus preparing you for the marketing, marketing communications and branding industry by building a clear bridge between creative solutions and formulating strategy. The module requires you to examine the elements required to build successful brands and specifically the use of traditional and contemporary media.
MED2069 PR Campaigns (20 credits)
PR Campaigns gives you a deeper understanding of aspects of campaign planning and implementation. Planned campaigns are central to public relations and you will analyse a number of campaigns in depth. Teaching will also focus on the management aspects of running a successful campaign.
You will select one of the following modules:
BUS2019 Employability (20 credits)
Employability encourages you to contextualise and evaluate theoretical perspectives in a practical setting while at the same time providing an alternative learning environment which informs your future learning processes and outcomes. Workplace experience is increasingly seen as essential in contributing to graduate employability. It is an opportunity to hone employability skills, relate theory to practice and gain experience in a working environment. The module is designed to enhance your understanding, skill-base, personal development, aptitude for self-promotion and ability to reflect upon your experience in the workplace. It will also help familiarise you with professional business etiquette.
BUS2020 Graduate Enterprise (20 credits)
Graduate Enterprise enables you to experience running your own company with a number of your colleagues. You can create your own product or service, launch it into the marketplace and experience at first hand the issues faced by small business owners. You will be supported by your own business consultant who is on secondment from industry and the full resources of the Graduate Enterprise Company.
You will select one of the following modules:
BUS2033 Social Media Monitoring and Analytics (20 credits)
Social Media Monitoring and Analytics equips you with an appreciation of the need for analytics in the market place. As companies are collecting large amounts of data, marketing decisions made by them have become more data-oriented. More and more companies are now heavily investing in marketing analytics. Therefore, analysing the ‘digital footprints’ in a meaningful manner is essential. Due to the unstructured nature of data, understanding behavioural patterns is complex. This module will provide a background understanding of analytics in relation to marketing strategy and communication.
BUS2034 Services and Experiential Marketing (20 credits)
Services and Experiential Marketing examines the implementation of marketing concepts, theories and practices to organisations operating in today’s increasingly competitive environment. As the number of products and services increases, the marketplace as a whole becomes increasingly competitive and crowded. This, coupled with the shift from manufacturing based economies to largely service-based economies, has resulted in a raft of new challenges for today’s marketers. You will develop an understanding of the nature and role intangible elements play in creating value for consumers, critically analyse the major differences between the marketing of services and physical goods, and apply and evaluate a range of relevant services marketing and experiential marketing theories and tools to organisational situations.
BUS2035 Consumer Behaviour (20 credits)
Consumer Behaviour considers the factors that influence what, where and when consumers buy and what they buy. Understanding the factors that affect buying behaviour enables marketers to predict the response of customers to marketing strategies. This knowledge can then be fed into the design and innovation process for new products and marketing campaigns. In addition, you will examine the issues of increasing consumerism and addictive shopping behaviours.
BUS2038 Loyalty Generation and CRM (20 credits)
Loyalty Generation and CRM centres on how Customer Relationship Management (CRM) is about building relationships with customers in order to develop and build loyalty and so keep customers for longer. This drives higher profits and keeps competitors out. The module introduces CRM, its impact on business strategy, users’ activity, and firm process and functionality. You will also examine CRM commercial packages.
MED2056 Writing for the Media (20 credits)
Writing for the Media provides you with practical experience and understanding of how to identify and promote the ‘newsworthy’ elements of a potential story or feature and present it in the format and structure that journalists use. The module is based around frequent writing exercises and feedback on style and content.
MED2080 Psychology of Persuasion (20 credits)
Psychology of Persuasion has a strong communication component, emphasising the discursive elements of a variety of written and visual texts. The module introduces a range of supporting theories, after which you work with models of audience consumption, reception and visual and discursive techniques aimed at producing impact, changing opinions and behaviours. Analysing a variety of media and case studies, you will apply a number of rhetorical and persuasive techniques to your own practice.
MED2259 Media and PR in the Digital Age (20 credits)
Media and PR in the Digital Age introduces you to current debates on the role of digital media and explores the various uses that digital media has in PR in maintaining personal or organisational reputation and in professional advancements in the creative industries. You will master the practical and theoretical aspects of PR in a multimedia landscape and, if you wish to specialise in digital multimedia, will learn how to avoid the pitfalls of digital communication and how to use blogs and networking platforms effectively. The module will also develop your writing and communication skills tailored for digital platforms.
MED2289 Crisis Management (20 credits)
Crisis Management looks at a number of theoretical models relating to how crises develop, to the analysis of crisis situations and to the management of crisis. It focuses on reputation management and related concepts of organisational image and identity. The module includes analysis of past examples of crisis management and workshops simulating reactions to hypothetical crisis scenarios. A wide range of crises are used including crises from the worlds of politics, business and the charity sector.
If you studied a Language module in Year 1, you may wish to study a further Language module in Year 2. This would form an integral part of your degree in place of the optional module choice above.
BUS3042 Marketing Simulation (20 credits)
Marketing Simulation is designed to provide an understanding of marketing management and planning and to engage you in the marketing decision-making process via the use of a marketing simulation package. Working in a group, you will analyse the marketing environment, undertake competitor analysis, manage the marketing mix, and decide the positioning of your product portfolio.
You will select one of the following modules:
BUS3022 Dissertation (40 credits)
Dissertation enables you to produce a key piece of evidence that shows your development over the degree and how you are now equipped to apply graduate level skills. The module requires the design and implementation of a research project in an area of marketing and/or advertising and should include some element of original research, for example interviews or a questionnaire. Support during the dissertation is given by a specified tutor although you will have overall responsibility for managing the process.
BUS3023 Extended Business Project (40 credits)
Extended Business Project provides an opportunity for you to undertake an in-depth research project for a sponsoring organisation on a topic of common interest. The nature of the project will be negotiated between you, your supervisor and the sponsoring company.
You will select three of the following modules:
BUS3030 Business Strategy and Digital Goods (20 credits)
Business Strategy and Digital Goods examines the implications of the internet and the rise of ubiquitous mobile devices that are changing business and society. Specifically, the module will explain how a new economy of creativity, opportunity, connectivity and content has been created. You will consider this ‘digital economy’, the key concepts underpinning commercial activities and investigate how the application of existing theories of competitive advantage and added value can be applied to, or are changed by, digital goods and services that have no physical form.
BUS3039 Global Marketing Management (20 credits)
Global Marketing Management encourages you to develop an informed appreciation of international marketing in the context of emerging world markets and increasing globalisation. The module provides you with the means to integrate aspects of operational marketing within a strategic and international perspective. In particular, you will study how and why companies choose to operate internationally, the entry strategies available to them, globalisation and the international marketing environment.
BUS3040 Marketing and Society (20 credits)
Marketing and Society will help you to define and understand how marketing in society is utilised as a tool for public services such as charities, government and the health service. This will involve the study of the business and social environments in terms of their target audiences, resources, planning, education and current changes. The module will familiarise you with key models of behaviour change and the role of stakeholders, values, beliefs, emotions and lifestyles in influencing such change, with emphasis on environmentally sustainable behaviour. You will also be introduced to a practical and reflective campaign process that supports the use of social marketing to achieve behaviour change.
BUS3044 Entrepreneurship and Innovation (20 credits)
Entrepreneurship and Innovation considers how to turn a good idea into a successful market-leading product. Entrepreneurship and innovation go hand in hand and involve the development and release of a new product/service or the repacking of an existing one to provide competitive advantage or even create new markets. This module explores a variety of concepts around strategic entrepreneurship and intrapreneurship. We will examine the difference between an idea, an invention and an innovation and provide you with a case-led understanding of the process in action, from creation to implementation. Moreover, it provides you with a number of tools and techniques to critically evaluate success and build on your previous experiences of work-based learning or enterprise education.
MED3057 Event Management (20 credits)
Event Management looks at the organisational reasons for holding events and the techniques needed to manage these successfully. It will also look at how appropriate events are chosen and how venues are selected. This is a specialism which requires a high level of attention to detail and you will be expected to research relevant regulations, such as disability and health and safety rules. Events can be key tools in the marketing communications mix. They range from small highly targeted evenings for key stakeholders to major national conferences. All have key messages and defined audiences.
MED3058 Media Policy and Political Communication (20 credits)
Media Policy and Political Communication provides a critical excursion into the role of media within modern democratic politics, providing you with a good grounding of political theory and also covering the role of power and counter-power at national, European and global levels, the communication strategies deployed by political actors, and the outcomes of the consultation and decision-making processes in the creative industries. The module critically assesses the shift from national to transnational level in media policy making, in direct relationship with the development of media and communication technologies, and investigates the delicate balance between consumer autonomy and corporate interests.
MED3059 PR for Charities and Non-Governmental Organisations (20 credits)
PR for Charities and Non-Governmental Organisations is centred on the voluntary sector often being a destination of choice for PR professionals. Its characteristics, however, mean to be successful in the sector you need to understand a range of legal and ethical factors unique to charitable status. Lack of resource means that communication is nearly always driven by PR rather than by other marketing communications disciplines which means a PR professional in the voluntary sector is likely to be highly influential.
If you studied Language modules in Years 1 and 2, you may wish to study a further Language module in Year 3. This would form an integral part of your degree in place of one of the optional modules above.
Optional modules provide an element of choice within the programme curriculum. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by timetabling requirements.
Timetables for your first week are normally available at the end of August prior to enrolment in September. You can expect to receive your timetable for the rest of the academic year during your first week. Please note that while we make every effort to ensure that timetables are as student-friendly as possible, scheduled teaching can take place on any day of the week. Wednesday afternoons are normally reserved for sports and cultural activities.
Every effort has been made to ensure the accuracy of our published course information, however our programmes are subject to ongoing review and development. Changing circumstances may necessitate alteration to, or the cancellation of, courses.
Changes may be necessary to comply with the requirements of accrediting bodies, revisions to subject benchmarks statements, to keep courses updated and contemporary, or as a result of student feedback. We reserve the right to make variations if we consider such action to be necessary or in the best interests of students.
120 UCAS Tariff points, for which no specific subjects are required, plus evidence of numeracy.
Some typical examples of how you can achieve 120 UCAS Tariff points are detailed below.
- A Levels – BBB;
- BTEC Extended Diploma (or combination of BTEC QCF qualifications) – Distinction, Distinction, Merit (DDM);
- Access to Higher Education Diploma – 45 credits at Level 3, for example 24 credits at Distinction and 21 credits at Merit. The required total can be attained from various credit combinations.
Please note, the above examples may differ from actual offers made. A combination of A Level and BTEC awards may also be accepted.
As long as you have a minimum of two A Levels (or equivalent), there is no maximum number of qualifications that we will accept UCAS points from. This includes additional qualifications such as the Welsh Baccalaureate and Extended Project Qualification (EPQ), AS Levels that haven’t been continued to A Level, and General Studies AS or A Level awards.
For further information on how you can meet the entry requirements, including details of alternative qualifications, please visit www.edgehill.ac.uk/offers.
EU students can get country-specific information about the University’s entry requirements and equivalent national qualifications at www.edgehill.ac.uk/eu.
International students should visit www.edgehill.ac.uk/international for information on the entry criteria for overseas applicants.
Recognition of Prior Learning
Edge Hill University recognises learning gained elsewhere, whether through academic credit and qualifications acquired from other relevant courses of study or through recognition of an individual’s professional and employment experience (also referred to as ‘experiential learning’).
Previous learning that is recognised in this way may be used towards meeting the entry requirements for a programme and/or for exemption from part of a programme. It is your responsibility to make a claim for recognition of prior learning. For guidance, please consult the University’s Recognition of Prior Learning Policy and contact the faculty in which you are interested in studying.
What are my career prospects?
You could enter careers within marketing and general business. Opportunities exist in-house or in consultancies or agencies, with specialisation in areas such as healthcare, IT or consumer work.
How can I enhance my employability?
It is useful to consider, even before you apply, how you will spend your time while studying and make the most of your university experience.
Optional, additional activities may be available on this degree which could help to prepare you for a stimulating and rewarding career. These include:
- Sandwich Years – you may have the opportunity to apply to complete a sandwich year placement, usually as the third year of a four year degree, and gain highly relevant work experience;
- Erasmus+ and Study Abroad – you may have the opportunity to apply to spend time studying or working abroad, usually as the third year of a four year degree, enabling you to immerse yourself in a different culture;
- Language Learning – you may be able to select language modules, delivered at the Edge Hill Language Centre, as an integral part of your degree (for which you will gain academic credits). Alternatively, it may be possible to participate in Language Steps classes as additional study.
Please note, the availability of these additional activities cannot be guaranteed for all students. Depending on availability and the number of students wanting to participate, there may be a competitive application process for sandwich year placements or studying abroad opportunities or you may be required to secure a relevant placement yourself.
If you are a prospective UK or EU student who will be joining this undergraduate degree in academic year 2018/19, tuition fees are still to be announced by the Government.
Tuition fees for international students enrolling on the programme in academic year 2018/19 are £11,800 per annum.
The University may administer a small inflationary rise in tuition fees, in line with Government policy, in subsequent academic years as you progress through the course.
Financial support arrangements for eligible UK and EU students joining this programme in academic year 2018/19 are still to be announced by the Government.
Financial support information for international students can be found at www.edgehill.ac.uk/international/fees.
Edge Hill University offers a range of scholarships with a competitive application process for prospective full-time undergraduate students. These scholarships aren’t linked to academic success and celebrate determination, talent and achievement beyond your coursework, for instance in creativity, enterprise, ICT, performance, sport or volunteering.
Additional scholarships, which you may qualify to receive, reward outstanding grades and are available to eligible UK and EU students.
To find out more about scholarships, to assess your eligibility, and to meet some of our dedicated scholarship winners, visit www.edgehill.ac.uk/scholarships.
How to Apply
Apply online through UCAS at www.ucas.com.
Visit www.edgehill.ac.uk/applyucas to find out more about the application process.
Should you accept an offer of a place to study with us and formally enrol as a student, you will be subject to the provisions of the regulations, rules, codes, conditions and policies which apply to our students. These are available at www.edgehill.ac.uk/studentterms.
If you are considering applying to study at Edge Hill University, the best way to gain an insight into student life is to discover our stunning campus for yourself by attending an open day. You can view dates and book your place at www.edgehill.ac.uk/opendays.
Alternatively, if you are unable to attend an open day, you can find out more about all of our events for prospective students, including monthly campus tours, at www.edgehill.ac.uk/visitus.
Request a Prospectus
If you would like to explore our full range of degrees before you apply, you can order an undergraduate prospectus at www.edgehill.ac.uk/undergradprospectus.
Get in Touch
If you have any questions about this programme or what it’s like to study at Edge Hill University, please contact:
- Course Enquiries
- Tel: 01695 657000
- Email: firstname.lastname@example.org
Course ChangesExpand All This page outlines any material changes to course content, programme structure, assessment methods, entry criteria, and modes of study or delivery, implemented since 1st September 2015.
25th May 2017 - Change of Module
MED2289 Crisis Management (20 credits) replaces MED2071 Crisis Management (20 credits) as an optional module in Year 2.
18th October 2016 - New Module Added
A Language module is now available as a Year 3 option, providing Language modules were studied in Years 1 and 2.
26th May 2016 - Change of Module
BUS3044 Entrepreneurship and Innovation (20 credits) replaces BUS3026 Strategy and Innovation as an optional module in Year 3.