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Marketing & Advertising BSc(Hons) with business experience

Attendance UCAS code Year of entry
3 years full time N590 2018
4 years full time including foundation year N591 2018

Why choose this course?

If you're looking to kick-start your career in the world of marketing, this course is for you.

Marketing and advertising are fast moving sectors. That's why we've developed this course in consultation with industry forums, past students and external academic experts. This means you'll be taught the content, and gain the skills your future employers value most.

This course is specifically designed to give you an advantage in the work place. In addition to your degree, you'll undertake a business readiness programme. This will equip you with skills that will enable you to undertake a work placement with confidence and prepare you for a successful career. You can also choose between undertaking a work or research placement of up to 30 weeks, studying overseas, or starting your own business.

The course will unlock a huge range of exciting careers to you including brand management, market research and advertising. You'll develop expertise in all aspects of marketing, but you'll also have a special focus on advertising so you can keep your career options open.

What you will study

In years one and two you'll become familiar with the principles of marketing and marketing's core concepts. You'll gain an in-depth understanding of the role and function of marketing in modern business, so when you graduate you'll understand how you can add value to companies.

You'll develop your knowledge and understanding of current approaches to the development of marketing strategies and how these are implemented through marketing plans. You'll gain practical insights into how consumers buy and use products, and react to marketing activity. You will also learn how the different elements of the communications mix, such as advertising, public relations and digital marketing, work together to produce powerful campaigns.

In year three you'll put what you've learnt into practice. To ensure you experience the real challenges of marketing in a rapidly changing environment, you'll work on live project briefs from client organisations. You will develop viable, theoretically grounded marketing and advertising plans and present them to other students, guests and industry professionals. Working for a client and meeting industry professionals in this way provides you with invaluable experience and networking opportunities.

This course makes the best use of your time. We fit into to just 3 years what would take you 4 at other universities. In year one, the summer term lasts until mid-July, not June. In year two the work/research placement, study overseas or business start-up is normally between January and July.  You will graduate a whole year ahead of those on traditional sandwich degrees, and get your foot on the career ladder ahead of the rest.

Business degree programme schedule

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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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. 

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  • This module is one of the options available to you during your work placement/business experience. Each of these options allows you to develop your skills and knowledge, and learn about the business environment and the world of work, linked to your main interests; in this case, the opportunity to gain experience in research work on one or more business topics under the direction of a Principal Investigator and/or co-invest.

    During your period of placement, you will be introduced to business research and how research is conducted and used in business and in academia. In addition, you will learn about the skills and knowledge required to become a researcher.


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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.

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  • 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.

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  • 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.

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  • 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.

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Business Readiness module

  • This module consists of up to 44 weeks of employability and personal skills training, designed to prepare you for your placement and to improve your employability after graduation. You will experience a wide range of opportunities to enhance your skills, ensure you make the most of your potential, gain the best possible placement, and give you an edge in the job market after graduation.

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Foundation year

If you are thinking of returning to education after a break you could apply for our foundation year course. This course will provide you with the academic and transferable skills you need to study an undergraduate degree in business subjects. At Kingston these include Business Management, International Business, Marketing & Advertising and Accounting & Finance.

Throughout the year-long course, you can study a range of these subjects, allowing you to get a better idea of which ones you prefer. It'll guide you in the direction of a business degree that you're particularly interested in. The foundation year will develop your independent study skills and help you to better understand your academic ability, a potential career path and how to develop the skills that employers look for in graduates.

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.

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.

A copy of the regulations governing this course is available here

Details of term dates for this course can be found here

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This course is taught at Kingston Business School

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This course is taught at Kingston Business School

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