|Attendance||UCAS code||Year of entry|
|3 years full time||N590||2016 and 2017|
This integrated programme includes your degree, and business experience, and a path towards professional membership, as well as the opportunity to study abroad – all in three years, and for the same fee as a traditional degree. This combination gives you the knowledge, skills and practical experience that employers look for, enhancing your career prospects.
If you are interested in marketing or in marketing communications and advertising, this course is ideal. It is designed for students who wish to pursue a career in marketing, brand management, or advertising and communications in either marketing departments or marketing communication agencies, with the aspiration to reach senior leadership and decision making positions.
As well as sound emphasis on conceptual and theoretical business and marketing frameworks and models, the course places great emphasis on developing practical management skills and gaining business experience.
The course is delivered in the modern Kingston Business School with state-of-the-art facilities and teaching rooms, attractively situated on the slopes of Kingston Hill. Faculty members are academics with experience in research, teaching and working in business. The course has been developed in consultation with relevant industry forums, past students and external academic experts. The participation of practising business people and past students in the delivery of the course is encouraged to ensure the content is lively and up-to-date.
In Year 1 you will cover the wider business environment with core modules in the marketing environment and organisations and entrepreneurship. This will be alongside an introduction to marketing, with modules on marketing principles and managing marketing information. At this level, you are expected to be able to describe and structure business and marketing problems.
In Year 2 you will develop problem-solving and decision-making skills. The business experience is integrated into Years 1 and 2. Year 3 will enable you to develop a critical understanding and the ability to contribute to longer-term marketing and advertising strategy. Year 3 will also provide an opportunity for you to consolidate your learning via two capstone projects, undertaken for organisations, relating theory to practice.
Throughout the course there is a strong emphasis on developing the skills sought by employers. This includes the ability to undertake in-depth analysis of both quantitative and qualitative business and marketing data, and the confidence to develop marketing and advertising plans with a critical perspective on contemporary marketing issues.
Typically, 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. Graduates from this programme may take the Chartered Institute of Marketing qualifications at Professional Diploma level.
Please note that this is an indicative list of modules and is not intended as a definitive list. Those listed here may also be a mixture of core and optional modules.
This module supports you in your study of marketing by developing your understanding of the role that information plays in marketing decision making and your ability to manage and manipulate marketing information effectively. The syllabus introduces you to the range of types of marketing information, including Big Data, the use of mathematical techniques for the analysis of marketing information, and to the use of information technology applications such as spreadsheets, databases and web pages for its management, interrogation and display.
This module immerses you in the fundamental marketing principles of value, market definition, market segmentation, targeting and positioning, and develops your knowledge of the language of marketing and its core concepts. The module syllabus is narrow and deep, providing the foundation on which specialist subject knowledge is built.
This module provides you with an understanding of the business and wider economic environment within which marketing operates. The syllabus includes the following topics: internal and external environment; macro-economic principles; pricing; responsible marketing and ethics; international culture; and legal aspects of marketing.
A business simulation, such as SimVenture, allows you to explore the interaction of an organisation's marketing activities with the broader environment.
This module develops your understanding of the variety of types of organisation within which marketing takes place. It also provides a means of developing the personal, professional and academic skills required to secure and succeed in a placement.
Organisations' internal structures and cultures are examined in the context of both large and small/medium scale enterprises. Entrepreneurship is a key focus in this module. You will study the importance to economies of small, entrepreneurial enterprises, understanding and appreciating the importance of an entrepreneurial mind set.
Weekly sessions are devoted to personal and professional skills development and work placement preparation.
This module focuses on the creation of effective integrated marketing communications and advertising plans within the wider context of marketing planning.
The module syllabus is underpinned by marketing communications theory, and develops practical skills such as writing communications briefs, managing agency/client relationships and producing communications plans.
This module combines the subjects of Buyer Behaviour and Market Research.
Its syllabus is underpinned by Buyer Behaviour theory, allowing you to build an understanding of how products and services are bought and used, and how buyers respond to marketing interventions.
Market research is examined in the context of Buyer Behaviour theory, enabling you to develop an understanding of how qualitative and quantitative research is used to address marketing questions and solve marketing problems. You will build expertise in research design, data analysis and interpretation.
This module also examines customer information management, building on the understanding you will have gained on the Year 1 Managing Marketing Information module.
This module focuses on the ways in which the performance of the marketing function can be assessed by organisations. You will develop an understanding of financial information and statements and learn how to use these in marketing programmes.
You will also examine the range of metrics which may be used to evaluate marketing performance and to establish whether marketing objectives are being achieved. The interface between marketing and the accounting and finance functions within organisations is evaluated.
In addition to covering marketing metrics the syllabus includes the following topics:
This module builds on the Year 1 Marketing Principles module. It equips you with an understanding of marketing strategy and its relationships with both organisational strategy and with operational marketing management.
On this module you learn how to develop medium and long term marketing strategies and how to evaluate and control marketing performance against these strategies.
An integral feature of this module is a marketing simulation such as PharmaSim, which enables you to develop, implement and assess live marketing strategies.
This module examines, from a theoretical perspective, the creation of value through marketing activities. With a client-side orientation, the syllabus of this module examines the theoretical underpinnings of value creation, including branding, innovation and new product development, user experience, and customer management and service.
The module is delivered as a series of research seminars and workshops, led by subject experts, in which you analyse and discuss marketing theory.
The module culminates in a conference where you present papers and posters based on your own research activity.
This module links to ‘Creating Value: Marketing Theory' (see above), providing you with opportunities to apply your learning to practical marketing problems.
Oriented around a live brief from a client-side organisation, the module is delivered as a series of consulting skills and project workshops at which you will develop practical marketing recommendations, applied to the live brief.
The module culminates in an event at which you will showcase your recommendations for the client.
This module enables you to examine the theoretical underpinnings of integrated marketing communications, addressing (amongst other elements): advertising; sales promotion; direct and interactive communications; public relations; sponsorship; and internal communications.
The module 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 research into marketing communications.
This module links to ‘Communicating Value: Marcomms Theory' (see above), providing you with opportunities to put into practice the theories studied in order to solve marketing communications problems.
Oriented around a live marketing communications brief, this module is delivered as a series of consulting skills and project workshops at which you will develop practical recommendations, applied to the live brief.
The module will culminate in an event at which you will showcase your marketing communications plans and recommendations for the client.
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.
Most 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.
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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.
Kingston Business School has once again been awarded 'Excellent' business school status, following a vote by 250 deans and directors from the best Business Schools in the world.