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Marketing & Advertising BSc(Hons) with business experience

Attendance UCAS code Year of entry
3 years full time N590 2017

Why choose this course?

More than a traditional degree

If you are interested in marketing, marketing communications or advertising, this course is ideal. It combines a path towards professional qualifications, a business readiness programme, and a work placement of up to nine months. Alternatively, you may study overseas, start a new business or take a research work placement. All options are integrated into the three-year degree.

Kingston Business School has joined an elite group of global institutions to be awarded the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business). A hallmark of excellence in business education, the accreditation has been earned by just 5 per cent of the world's business schools.

This course has been developed in consultation with relevant industry forums, past students and external academic experts. Business practitioners and past students are involved in the delivery of the course, helping to ensure the content is lively and up-to-date. You will be taught in an interactive learning environment which will allow you to examine how marketing and advertising theory applies in real world practice today. Our teaching staff have experience of working in business, teaching and research. You will study in Kingston Business School with its state-of-the-art facilities and teaching rooms.

Professional memberships

You will receive membership of the Chartered Management Institute (CMI), funded by Kingston Business School, throughout your studies. Through our dual accreditation you will also receive its professional qualification on graduation.

This course also offers exemptions to the Chartered Institute of Marketing (CIM) professional qualifications.

There is also the opportunity to take the highly regarded PRINCE2 project management qualification, giving you an edge in your future career.

Business Readiness Programme

Kingston Business School's business degrees offer content specifically designed to give you an advantage in the workplace. Today's employers are seeking graduates who are work-ready as well as academically qualified. Our Business Readiness Programme aims to enable you to undertake a placement option with confidence – and prepare you for the real world of work. The four-term programme includes key skills such as:

  • building and maintaining a career-enhancing professional network;
  • self-management – developing a personal plan for success;
  • time management and delivering to deadlines;
  • the professional and business etiquette that gains respect in the workplace; and
  • working as a team – and organising an effective team.

You also explore topics such as understanding personality traits, developing your individual strengths to their full potential, resilience and interpreting and learning from appraisals. You will develop IT, communication and personal branding skills and learn to produce brilliant presentations along the way.

You have a choice of options in areas you might like to discover in more depth, through a variety of specialist sessions, such as a leadership workshop, an entrepreneurship expert panel or "a day in the life ..." and "careers in..." sessions.

During the four terms, you also prepare for your placement which includes:

  • the application process including researching and targeting your placement;
  • writing your CV and cover letters and getting ready for interviews;
  • using your placement to benefit your future career;
  • developing the skills your placement organisation expects; and
  • managing relationships at work and evaluating your progress.

What you will study

Business degree programme schedule

This course develops skills sought by employers, focusing on current ways of working in business. Its practical element means you apply your learning to the real world of work.

There are three levels of academic study – Levels 4, 5 and 6 which normally equate to the three years that are spent at university.

Level 4 is taught in year 1 and provides you with key foundation knowledge of the marketing environment, organisations and entrepreneurship. You will be introduced to marketing principles and management of marketing information. You will be able to describe and structure business and marketing problems. Level 5 starts during the third teaching block of Year 1, after the successful completion of Level 4. At this point in the summer term, you will develop your understanding of consumer behaviour and market research, via the marketing insights module, and marketing metrics.

Your Level 5 studies will then continue at the start of Year 2 and develops your problem-solving and decision-making skills. It examines vital aspects of marketing strategy and planning, as well as communications and advertising before starting your placement option. During Year 2, you will choose between a work placement in an organisation (we will provide support and where possible you will be paid) or a period of study abroad at one of our partner institutions, located all over the world. Alternatively, you may start a new business (with support from us) or take a research work placement – suitable if you are considering an academic career.

After your placement option, you will return for the third year, studying Level 6. Level 6 develops your critical understanding of, and your ability to contribute to, longer-term marketing and advertising strategy. You will consolidate your learning via two capstone projects, undertaken for organisations, relating theory to practice.

This course makes the best use of your time.  In Year 1, the summer term will last until mid-July, not June. In Year 2 the work/research placement, study overseas or business start-up is between January and July (or later if wished). You will graduate at the same time as those choosing traditional degrees, but with greater learning and hands-on business experience. 

Graduates of this Marketing & Advertising BSc(Hons) programme can expect to pursue a career in marketing management, brand management or advertising account management, or continue to postgraduate study. You may take the Chartered Institute of Marketing qualifications at Professional Diploma level.

Module listing

Please note that this is an indicative list of modules and is not intended as a definitive list.

Years 1 and 2

  • This module is about managing marketing information and the use of mathematics and information technology (IT) to solve marketing problems. You will be introduced to a range of statistical techniques and common software packages that are used in marketing. You will also gain an understanding of how these packages are essential in helping to solve marketing problems. This module aims to increase your confidence in using IT and mathematics in your communications.

  • This module provides you with an in-depth knowledge and understanding of the principles of marketing and marketing's core concepts. It helps you develop an appreciation of the role and function of marketing in modern business and non-profit organisations and of the relationship between marketing and other business functions. You will be encouraged to think critically about marketing concepts and frameworks and about the impact marketing has on society. This module enhances your employability by helping to develop the practical skills needed for working in the marketing, communications and advertising industry.

  • In this module you will identify and evaluate the key elements of the external and internal marketing environment. It will explain the market mechanism and consider its relevance for businesses and examine the relationship between government, business and the market in the context of responsible global marketing. It will also enhance your employability by teaching skills relevant to the world of work.

  • This module introduces you to the range of organisations that exist in modern business, from small to medium-sized enterprises (SMEs) to large scale multinationals. The variety of ways in which organisations are structured and managed is assessed using organisational behaviour theories. The behaviour and management of people at work is assessed by examining concepts relating to individuals and groups. A key focus of the module is the role of entrepreneurship in organisational development, both as a means of creating new organisations and as a mindset within all organisations in order to drive growth and success. The module also provides you with the means to develop the personal, professional and academic skills required to  secure and succeed in a placement.

  • This module develops your understanding of the different types of organisation where marketing takes place.  It examines how individuals and groups interact to determine organisational behaviour across a range of organisations, and builds your understanding and appreciation of the importance of an entrepreneurial mind-set.

  • Marketing raises problems about how consumers buy and use products and how they react to marketing activity. This module is concerned with collecting evidence and understanding the theory about these issues. It provides critical knowledge of how to conduct research into buyer behaviour and understand its relationship to problems in marketing. This module enables you to gain an understanding about the latest developments in areas of buyer behaviour such as loyalty, satisfaction, advertising effectiveness, store atmospherics, and business-to-business decision making. It focuses on the practical application of research evidence and on identifying and employing the most appropriate methods of investigation and analysis. Over the course of this module, you will have the opportunity to gain hands-on experience in both collecting and analysing qualitative and quantitative data, and using the results to draw conclusions about specific aspects of buyer behaviour and make recommendations to marketing managers.

  • In this module you will focus on the ways in which the performance of the marketing function can be assessed by organisations. You will learn how quantitative techniques can be used to analyse markets, competitors and customers and evaluate marketing performance. You will develop an understanding of budgeting and performance management with an understanding of the key accounting statements. A range of metrics will be examined which may be used to evaluate marketing performance and to establish whether marketing objectives are being achieved. The relationship between marketing objectives and performance with organisational objectives and financial performance will be examined. In addition brand valuation and the use of web analytics will be considered.

  • This module provides you with an in-depth knowledge and understanding of current approaches to the development of marketing strategies, and an appreciation of the relationship between marketing strategy and organisational strategy. It enables you to understand how marketing strategies are implemented through marketing plans and to understand how marketing performance is evaluated and controlled. It also develops your understanding of the importance of brands in modern marketing strategy. 


Year 3

  • In this module you will examine the creation of value through marketing activities from a theoretical perspective. The module has a client-side orientation and the syllabus examines the theory behind customer value creation through elements including branding, innovation and new product development (NPD), user experience and customer management and service. You will also evaluate the theory of long-term value creation and delivery through responsible marketing. This module is delivered as a series of research seminars and workshops led by subject experts and culminates in a conference where students present papers and posters based on their own research activity to other students, academic staff and guests.

  • The processes of marketing management and operations are subject to ongoing change as technological and other environmental factors act upon organisations and their markets. To ensure you experience the real challenges of marketing in a rapidly changing environment, this module is based around a live project brief from a client organisation. The module links closely with Creating Value: Marketing Theory and enables you to apply your knowledge of the latest marketing theory to a real situation. You will participate in a series of consulting skills and project workshops, during which you will develop a viable, theoretically grounded marketing plan. This module culminates in an event at which your marketing plans and recommendations for the client will be showcased to other students, guests and industry professionals.

  • This module enables you to examine the theory behind integrated marketing communications, addressing elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications. It is delivered as a series of research seminars and workshops, led by subject experts from both academic and professional practice backgrounds. During these sessions, you will discuss and develop your own marketing communications research. The module links closely with Communicating Value: Marcomms Practice, providing a sound theoretical framework for the practical planning of marketing communications.

  • Media and marketing communications options are constantly changing, with technology and digital communications presenting relentless challenges and opportunities for practitioners. No longer passive recipients of marketing messages, consumers are active and engaged, often co-creating messages with brands and other consumers. To ensure you experience and tackle such challenges, this module is based on a live marketing communications brief from a client. It is delivered as a series of consulting skills and project workshops during which you will develop a viable, rigorously researched practical marketing communications plan. It culminates in an event at which your plans and recommendations for your client are showcased. The module links closely with Communicating Value: Marcomms Theory, enabling you to put into practice the theories studied.


You will have the opportunity to study a foreign language, free of charge, during your time at the University on a not-for-credit basis as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.

Study abroad as part if your degreeMost of our undergraduate courses support studying or working abroad through the University's Study Abroad or Erasmus programme.

Find out more about where you can study abroad:

If you are considering studying abroad, read what our students say about their experiences.

Key information set

The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).

We aim to ensure that all courses and modules advertised are delivered. However in some cases courses and modules may not be offered. For more information about why, and when you can expect to be notified, read our Changes to Academic Provision.

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AACSBKingston Business School joins an elite group of the top 5 per cent of institutions worldwide awarded the prestigious AACSB accreditation.

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