|Course Length:||3 Years Full-Time|
|Start Dates:||September 2016, September 2017|
|Location:||Edge Hill University|
- Marketing at Edge Hill University ranked in the top two in the North West for personal development in the National Student Survey 2015;
- Gain exemptions from the Chartered Institute of Marketing (CIM), the UK’s leading marketing professional body;
- Take advantage of opportunities to establish and run your own company and complete work experience.
Marketing is an exciting and dynamic subject that is central to the activities of an organisation. By studying this discipline, a core function that is integrated into all aspects of any business, you will experience an exciting mixture of creativity, business theory, analysis and planning that will allow you to hone your marketing skills and apply them across a variety of industries. You will gain an understanding of what drives consumer behaviour and enables businesses to develop popular products, compelling offers and effective promotional campaigns. If you are interested in how marketers design products and services and manage their corporate and brand images in today’s global digital age, then this is the programme for you.
I feel sure that the Marketing degree at Edge Hill University will equip me with the relevant skills in order to achieve my goals.
I recently completed a work placement with Mercedes-Benz of Leeds, where being able to put my studies into practice has been invaluable.
Course in Depth
What will I study?
Year 1 will cover the central philosophies of marketing thinking and practice to develop your knowledge of essential marketing concepts and strategies. Through this you will combine academic and practical learning to acquire transferable employability skills, for example, working in a group to create the aesthetic design elements of a company’s website.
Year 2 will address issues of implementation through a range of contexts including service-based organisations and the retail sector. You will also integrate many of the principles you have learned and examine the overarching role of marketing communications in building brands, considering the elements required to build successful brands, with specific focus on the role of digital media. You will have the option to complete either a work placement or a graduate enterprise module where you will form and run a company with your peers.
Year 3 develops your expertise in a progressively challenging way. You will take an increasingly strategic view of marketing and marketing management, as well as considering the marketer’s role in developing marketing strategy in a global digital age. Working in a group you will participate in an online marketing simulation package which will provide you with the opportunity to experience making marketing decisions based on your analysis of market and company data.
How will I study?
You will have access to excellent facilities and resources, with extensive use of information technology to support your learning. Coursework may comprise individual and group work, case studies and problem-solving exercises. External professionals will be invited to deliver sessions in order 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?
The combination of assessments considers vocational capability, academic critical thinking and intellectual development. Examinations may take different forms, using both seen and unseen questions, and be closed or open book in format. Case studies and problem solving exercises may also be used.
Who will be teaching me?
Highly qualified, experienced and enthusiastic academics who research and regularly engage within the wider business and academic environment teach on this degree. You will benefit from their specialist knowledge and expertise.
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.
BUS1023 E-Commerce and M-Commerce (20 credits)
E-Commerce and M-Commerce will equip you with an integrative knowledge of the digital economy. The module explains how changes in information communication technology have dramatically changed the way businesses operate and how they develop value creation strategies.
You will select two of the following modules:
BUS1012 Business Economics (20 credits)
Business Economics covers the basic principles of micro- and macro-economics. The micro element will provide a theoretical base, and thus allow for the study of organisational behaviour in the marketplace. The macro element will equip you with an understanding of the broader national and international environment in which business operates.
BUS1017 Business Start-Up (20 credits)
Business Start-Up is a review of entrepreneurial skills and small business development through theoretical concepts of enterprise, self-employment and small business management, evaluating differing environments within which enterprise operates. This includes the rise of the digital economy. The module will provide you with an awareness of emergent business types and their markets and the factors behind small business start-ups, entry routes, funding and barriers.
BUS1018 Statistics for Economics (20 credits)
Statistics for Economics provides you with an understanding of, and an ability to apply, a range of mathematical and statistical concepts and techniques suited to a variety of economic situations. Descriptive statistics and techniques used for summarising and analysing data are fundamental to the work of business and economics professionals and will allow you to present information to a wide range of participants. This module primarily introduces statistical concepts and techniques associated with economics and business.
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.
Language modules in French, Spanish or Mandarin, 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 one of the optional modules above.
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.
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 whilst 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 two 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.
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 one of the optional modules 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 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.
BUS3041 Advertising in Marketing Communications (20 credits)
Advertising in Marketing Communications enables you to study the role of advertising in online and offline integrated marketing communications strategies. You will drill into the elements that comprise individual adverts and consider how the range of online and offline media vehicles available to deliver them have blurred the boundaries between advertising and other elements of the promotional mix. It is important that you understand the strategic role of advertising and the rationale that underpins the design and development of individual adverts. In addition, you need to understand the place of advertising within the marketing communications techniques available to marketers, whilst understanding the effects advertising has on the consumer and the debates that emanate from those effects.
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.
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.
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.
The UCAS Tariff system, which allocates points to a range of qualifications in university entry requirements, is changing for students joining programmes from September 2017 onwards.
- 2016/17 Entry – 300 UCAS Tariff points. No specific subjects are required;
- 2017/18 Entry – 120 UCAS Tariff points. No specific subjects are required.
Some typical examples of how you can achieve the required number of 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 – successful completion of Diploma to include 45 credits at Level 3, of which 30 credits must be graded Distinction and 15 credits graded Merit.
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 Certificate of Personal Effectiveness (CoPE), 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.
Are there any alternative ways to meet the entry requirements?
If you have the ability to study for a degree but lack the necessary qualifications or confidence, our Fastrack: Preparation for Higher Education course could be for you. This free, seven-week programme provides a great opportunity to gain the study skills and subject knowledge to guarantee the offer of a place on an Edge Hill University degree (subject to meeting any additional requirements stipulated in your Fastrack offer letter). For more information, visit www.edgehill.ac.uk/fastrack.
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 a range of careers within marketing and general business. Opportunities exist both within the marketing industry itself and in industries and sectors as diverse as retail, fashion, manufacturing, services, leisure and tourism and consumer goods. There are opportunities for career progression to Marketing Manager or Executive, Product Manager or International Marketing Manager.
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 Year – you may have the opportunity to apply to complete a sandwich year placement as part of your programme (usually the third year of a four year degree) and gain highly relevant work experience;
- Study Abroad – you may have the opportunity to apply to spend an additional year (usually the third year of a four year degree) studying or working abroad;
- Language Learning – you may be able to select language modules in French, Spanish or Mandarin, 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 select the language modules 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 study abroad opportunities or you may be required to secure a relevant placement yourself.
Tuition fees for full-time study on this undergraduate degree are £9,000 per annum for UK and EU students and £11,350 per annum for international students enrolling on the programme in academic year 2016/17.
Subject to eligibility, UK and EU students can apply for a Tuition Fee Loan from the Government to cover the full cost of tuition fees. UK students may also be eligible to apply for additional funding to help with living costs.
For comprehensive information about the financial support available to eligible UK and EU students joining this programme in academic year 2016/17, together with details of how to apply for funding, please view our Money Matters 2016/17 guide at www.edgehill.ac.uk/undergradfinance2016.
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/bookanopenday.
Alternatively, if you are unable to attend an open day, you can find out more about all of our events for prospective undergraduate students, including monthly campus tours, at www.edgehill.ac.uk/undergradevents.
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: email@example.com
Course ChangesThis 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.
26th May 2016 - Change of Module
BUS3044 Entrepreneurship and Innovation (20 credits) replaces BUS3026 Strategy and Innovation as an optional module in Year 3.
17th September 2015 - Change of Module Title
BUS2034 Experiential Marketing (20 credits) renamed to BUS2034 Services and Experiential Marketing (20 credits) in Year 2.