Marketing and Advertising BSc (Hons)
Subject and course type
- Business, management and marketing
- Undergraduate
Kingston University’s BSc in Marketing and Advertising brings together the latest theories and practices to give you the edge in today’s job market.
You’ll explore the foundations of contemporary and digital marketing in modern business, gain hands-on experience and have the chance to refine your consultancy skills by working on a live team project.
Please note: from September 2027, this course will be renamed Digital Marketing and Advertising BSc (Hons). This reflects how the course continues to evolve, informed by the changing digital landscape and meeting employer needs
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Get ahead of the game in one of today’s fastest-growing industries
Dreaming about a fast-paced career in the dynamic world of marketing or advertising?
Studying this Marketing and Advertising BSc at Kingston could lead to a broad range of careers in all aspects of marketing and advertising. You could go into communications, market research, copywriting, social media, media planning and much more.
During the course, you’ll have the opportunity to delve into entrepreneurship and create your own start-up with support from the Business School.
You'll experience how marketing and advertising work in today's rapidly-changing environment by working on real-life project briefs from client organisations.
This programme is accredited by the Chartered Institute of Marketing (CIM). You'll graduate with a highly-sought-after CIM qualification – perfect for opening new doors to employment.
Marketing at Kingston University
Marketing students at Kingston University study a range of topics and use research to understand customer needs and wants. Learn how our students apply marketing theory to real-life situations working with global brands.
Having the opportunity to do a placement within my 3-year degree has prepared me for what a real working environment is like. After I graduate I will know more of what to expect and be more familiar with the expectations of a workplace.
Why choose this course
While you study, you’ll benefit from top quality teaching at Kingston University. Not only are we ranked Gold in the Teaching Excellence Framework, we’re also ranked No.3 in London for Marketing and Public Relations (The Guardian University Guide 2025).
Kingston Business School is also in the 6% of business schools in the world to be accredited by the Association to Advance Collegiate Schools of Business (AACSB) International.
As part of Kingston Business School’s Department of Strategy, Marketing and Innovation, you’ll tap into a community of enterprising entrepreneurs from diverse backgrounds. Our blend of research, practitioner insights and teaching expertise provides a powerful foundation for careers in marketing, international business, entrepreneurship, strategy and innovation.
Outside of the University, you’ll have the opportunity to spend time applying your learning in a real-life setting on placement. Work placements are the perfect way to improve your career choices, make more informed choices and stand out from the competition when you graduate. You’ll boost your studies, develop professional skills and increase your employability.
You can apply directly for the professional placement option using the UCAS code on this page. There will also be the option to add this year once you start the course.
Kingston is No.3 in London for Marketing and Public Relations (The Guardian University Guide 2025).
The Complete University Guide 2027 ranks us No.2 in London for graduate outcomes.
Accreditations
This course is accredited by the Chartered Institute of Marketing (CIM). CIM qualifications are highly sought after by employers. Students on this course will have the opportunity to gain a CIM Certificate in Professional Digital Marketing through the CIM Accredited Degree Programme.
Kingston Business School holds the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business) in recognition of the excellence of its business education. This accreditation has been earned by just 6% of the world's business schools and recognises the high quality and standard of our business degree offerings.
Ready for business
At Kingston Business School, we believe that professional success is shaped by honing your personal capacity and skillset, supported by the academic framework of knowledge. Through vocationally rich, employer-engaged and research-informed courses, we work alongside our students to help them meet personal goals and career ambitions.
Course content
Take a look at some of the content and modules that you may have the opportunity to study on this course.
Foundation year: Business
If you would like to study this business degree at Kingston University but are not yet ready to join the first year of a BSc (Hons) course, you may want to consider studying this course with a foundation year.
The foundation year in business is part of a four-year degree and is taught at Kingston College, close to Kingston University's Penrhyn Road campus. You'll be introduced to professional skills, numerical concepts, business IT, marketing, customer care and business law.
Year 1
In Year 1, you’ll be introduced to the core principles of marketing and develop an understanding of marketing’s role in modern business. You will learn how marketing data is gathered, managed, and used to inform decision-making, gaining practical skills in handling and presenting data using digital tools. You’ll also explore creativity in digital marketing and advertising, building creative thinking skills and producing portfolio-ready work, while developing the marketing mindset needed to add value to organisations.
Core modules
30 credits
Marketing is all around us and in every part of our daily lives, be it as consumers, professionals, or businesses. This module explores the principles and practices of marketing and communications, from a hands-on ‘bottom-up' perspective as well as a more conceptual ‘top-down' viewpoint.
Questions such as 'what is marketing?' are investigated. You will develop an understanding of how marketing connects businesses, people and society.
The module is delivered via a 'practical-first' approach, with learning through experience as a key principle. This includes in-class activities such as lectures, co-creative workshops and case studies coupled with outside-the-classroom connections to marketers in action.
30 credits
As digital technologies continue to transform marketing practice, this module introduces you to the principles and techniques for managing marketing data effectively. You will learn how to gather, organise, and interpret data generated by marketing activities in a post-digital environment. The emphasis is on developing practical skills for handling marketing data using widely adopted tools and techniques.
The module covers the use of spreadsheets, database management, and introductory AI tools to support data manipulation and analysis. You will explore how marketing and information technology intersect, gaining work-ready skills that meet employer expectations for data literacy. Competency in common software and professional techniques will be a key outcome, enabling you to model, analyse, and present data in multiple formats.
By the end of the module, you will be able to produce a suite of data-driven outputs that form part of your personal portfolio and provide the foundation for data-driven storytelling in marketing. This module prepares you for advanced analytics and decision-making in later stages of the programme.
30 credits
Creativity is a critical driver of marketing effectiveness, especially in a digital-first landscape where brands compete for attention across multiple platforms.
This module introduces you to the principles and practices of creative thinking in marketing, focusing on how creativity shapes digital campaigns and customer engagement.
You will explore the role of creative strategy in marketing communications, learn the fundamentals of ideation and concept development, and learn about digital tools for content creation and design. The module combines theoretical understanding with practical application, enabling you to develop creative confidence and produce portfolio-ready outputs.
30 credits
The core objective of this module is to establish what makes a successful professional marketer and how organisations build the skills and knowledge of employees. This includes developing a critical understanding of concepts relating to the self, teams and leadership across different settings.
Working closely with a range of different business and marketing functions, you will gain first-hand knowledge of the types of jobs and roles available, as well as the associated characteristics required to succeed.
An element of self-assessment and analysis are part of this module, to aid self-reflection and personal development throughout the whole course.
Year 2
In Year 2, 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'll also learn about data-driven marketing and how AI and other technologies can be used to optimise marketing campaigns.
Core modules
30 credits
Data analysis through data-driven marketing is becoming increasingly important. The demand for analytics-skilled marketers is growing faster than ever before.
This module introduces you to the core concepts and analytical techniques used to evaluate specific challenges and opportunities in marketing.
You will apply concepts of analytics, including the fundamentals of statistical analysis, visual analytics, and AI-based predictive/descriptive analytics to tackle actual marketing issues.
30 credits
This module investigates the practice of advertising and promotion in the business context, connecting you to current operational activities and technologies deployed in the advertising agency world today.
You will explore academic models to determine how advertising works, both from a creative development perspective and measurements of effectiveness (metrics), with application to planned campaigns.
You will have the chance to make key industry connections via insightful practitioner sessions and workshops. Topics include 'how to take a client brief and interrogate it', 'how to turn a brief into a clear project plan' and 'how to ensure advertising is on brand and aligned to client requirements'.
30 credits
The role of the contemporary marketer in all organisations, from start-ups to global corporations, depends on a successful research and insight engine.
Businesses focus on delivering what customers want, with market research at the core of understanding their needs. This module enables you to understand how research and insight support marketing and business decision-making for impact.
You’ll gain critical knowledge in conducting research into buyer behaviour and its relationship to marketing problems. You’ll collect and analyse qualitative and quantitative data, using results to draw conclusions and make recommendations to marketing managers.
The module combines lectures, workshops, group exercises, and computer-laboratory sessions, with opportunities to work on current research cases to build practical experience.
30 credits
In today’s interconnected global environment, organisations face increasingly complex challenges and opportunities that demand innovative and strategic marketing approaches. This module provides you with an understanding of strategic marketing principles and practices, focusing on decision-making in dynamic and competitive markets.
You will explore how strategic marketing frameworks are applied to develop competitive advantages and align organisational goals with market opportunities. Emphasis will be placed on the interplay between marketing strategies and the demands of a connected world, such as digital transformation, data-driven decision-making, and customer-centric innovation.
A significant component of this module includes a computerised marketing simulation game, offering you a hands-on opportunity to navigate strategic marketing challenges. This simulation allows you to experiment with and evaluate the implications of your marketing decisions, enhancing your ability to think critically and develop and apply marketing strategies in a risk-free environment.
Optional year
You have the option to take an additional year to study abroad or to undertake a year-long work placement (or even a mix of both).
Professional placement year
This course has a professional placement year option which takes place between Year 2 and your Final year. During this professional placement year, you will take a placement within a relevant setting, ensuring you gain essential experience to add to your CV and help you secure a graduate job.
Final year
In your final year, you’ll deepen your understanding of digital marketing, exploring how brands create value and manage customer experience in an evolving digital landscape. You’ll study contemporary digital marketing communications, including social media, search, mobile, content marketing, and analytics, and examine how brands, buyers, and behaviours interact in modern markets.
You’ll also complete a marketing project. Here you will apply your accumulated knowledge and skills to an independent research, practice-based, or data-driven project. This will enable you to explore a contemporary marketing topic in depth and integrate theory with real-world application.
Core modules
30 credits
While the main objective of marketing remains the creation and delivery of value to customers and organisations, marketing options constantly change in response to the changing digital landscape. Developments in technology, media and digital communications present challenges and opportunities for practitioners.
Consumers are no longer passive recipients of marketing messages. They are active and engaged, often co-creating their experience and their interactions with brands and other consumers.
This module examines the concept of customer experience through which customer value is created. It assesses the role that digital technologies play in brand management and customer experience management.
The module introduces contemporary digital marketing communications tactics such as search engine marketing, social media, mobile marketing, content marketing and analytics, all of which are tactics available for contemporary marketing communications.
This module evaluates the range of options available to generate brand awareness, customer satisfaction, loyalty and, ultimately, profit for organisations.
30 credits
Marketing raises questions about how consumers buy and use products, and how they react to marketing interventions in the increased competitive global marketplace.
This module explores evidence, theory and technology about the issues of buyers, behaviours and brands. You will evaluate the latest developments in areas of buyer behaviour and brand development. This includes not only ‘how to' build a brand, but also the strategic decision-making processes brand managers develop.
You will carry out an in-depth exploration of buyer behaviour as it is experienced through new technological advances, using Kingston Business School's BRAINS (Behavioural Research Analytics In Neurotechnological Systems) lab equipment. You will also learn about the latest methods of investigation and analysis in consumer research and brand management, including what the future holds for brands in a virtual marketplace.
30 credits
This module enables you to examine the theoretical underpinnings of integrated marketing communications (IMC), addressing key marketing communication elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications.
You will discuss and develop IMC plans for brands underpinned by latest research and industry insights. The module links closely with Digital Marketing and PR, providing a sound theoretical framework for the practical planning of marketing communications.
You will enhance your employability by developing critical thinking skills, research and information literacy skills.
15 credits
This module gives you a dedicated opportunity to develop your Future Skills Graduate Attributes.
At the start of the module, you will be supported to self-assess your current skills profile. You will determine which attributes and skills you need to develop to support your career ambitions. In this process, you will be supported by a dedicated career coach, helping you explore a range of options that includes self-employment/freelancing, starting your own business, higher level study, and other professional graduate-level opportunities. Throughout the module, you will be given opportunities to engage with external mentors, to support reflection and to develop a professional network.
You will undertake a tailored series of activities and projects, aligned to your goals, from a menu of development options. This could include short courses, enrichment activities and experiential learning options such as micro-placements. You will also be able to reflect on activities outside the University that develop your graduate attributes, such as work or volunteering.
15 credits
This capstone module provides you with an opportunity to integrate and apply your accumulated knowledge and skills through an independent project in your final year. The project enables you to personalise your learning by selecting a focus area that reflects your interests and career aspirations. You may choose one of three broad orientations:
- Research-based project – an in-depth investigation of a contemporary marketing issue using appropriate research methods.
- Practice-oriented project – a consultancy-style challenge that involves developing tangible outputs such as a digital campaign concept, creative executions, or strategic recommendations for a real or simulated client.
- Data-driven project – an applied project that uses marketing data and analytics to address a defined problem, such as improving campaign performance or customer engagement.
The emphasis is on independent work supported by structured guidance. You will demonstrate your ability to integrate theory and practice, apply research and analytical skills, and produce evidence-based recommendations or creative solutions. The module also develops key professional competencies including adaptability, critical thinking, problem-solving, and project management.
International students: direct application
Are you an international student? Have you decided Kingston is the place for you? If so, you can apply for this course directly, rather than having to go through UCAS.
What career opportunities does this course offer?
During your studies, you’ll have the opportunity to gain a Certificate in Professional Digital Marketing through the CIM Accredited Degree Programme. CIM qualifications are highly sought after by employers.
You’ll complete this course equipped with plenty of practical skills that meet the needs of evolving careers in marketing and advertising. That includes roles like brand and marketing communications managers, market researchers, media planners and buyers, account executives and copywriters, as well as advertising and social media managers. Many graduates also progress to postgraduate study.
You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback:
- develop your understanding of the jobs market, including current trends and opportunities, different recruitment processes and how to identify relevant roles
- receive personalised feedback reports to help you to improve and progress
- access additional webinars on top tips, employer expectations and best practice
Future Skills
Our Future Skills programme is embedded within all our undergraduate courses and throughout the whole Kingston experience. These skills will help you to become a future-proof graduate by equipping you with the skills most valued by employers, such as problem-solving, digital competency and adaptability.
As you progress through your degree, you'll learn to navigate, explore and apply these graduate skills. You’ll also understand how to demonstrate and articulate to employers how these future skills give you the edge.
Teaching and assessment
Scheduled learning and teaching on this course includes timetabled activities including lectures, seminars and small group tutorials.
Outside the scheduled learning and teaching hours, you will learn independently through self-study which will involve reading articles and books, working on projects, undertaking research, preparing for and completing your work for assessments. Some independent study work may need to be completed on-campus, as you may need to access campus-based facilities such as studios and labs.
Our academic support team here at Kingston University provides help in a range of areas.
When you arrive, we'll introduce you to your personal tutor. This is the member of academic staff who will provide academic guidance, support you throughout your time at Kingston and show you how to make the best use of all the help and resources that we offer at Kingston University.
A course is made up of modules, and each module is worth a number of credits. You must pass a given number of credits in order to achieve the award you registered on, for example 360 credits for a typical undergraduate course or 180 credits for a typical postgraduate course. The number of credits you need for your award is detailed in the programme specification which you can access from the link at the bottom of this page.
One credit equates to 10 hours of study. Therefore 120 credits across a year (typical for an undergraduate course) would equate to 1,200 notional hours. These hours are split into scheduled and guided. On this course, the percentage of that time that will be scheduled learning and teaching activities is shown below for each year of study. The remainder is made up of guided independent study.
- Year 1: 29% scheduled learning and teaching
- Year 2: 19% scheduled learning and teaching
- Year 3: 22% scheduled learning and teaching
The exact balance between scheduled learning and teaching and guided independent study will be informed by the modules you take.
Your course will primarily be delivered in person. It may include delivery of some activities online, either in real time or recorded.
Types of assessment
- Year 1: Coursework 90%; practical 10%
- Year 2: Coursework 80%; practical 20%
- Year 3: Coursework 100%
- Please note: the above breakdowns are a guide calculated on core modules only. If your course includes optional modules, this breakdown may change to reflect the modules chosen.
We aim to provide feedback to you on your assessments within 20 working days.
Your individualised timetable is normally available to students within 48 hours of enrolment. Whilst we make every effort to ensure timetables are as student friendly as possible, scheduled learning and teaching can take place on any day of the week between 9am and 6pm. For undergraduate students, Wednesday afternoons are normally reserved for sports and cultural activities, but there may be occasions when this is not possible. Timetables for part-time students will depend on the modules selected.
Fees and funding
| Fee category | Annual Fee |
|---|---|
| Home (UK students) | |
| £10,050* | |
| Foundation Year | £5,760 |
| International | |
| Year 1 (2027/28): | £To be confirmed |
| Year 2 (2028/29): | £To be confirmed |
| Year 3 (2029/30): | £To be confirmed |
| Year 4 (2030/31): | £To be confirmed |
The tuition fee you pay depends on whether you are assessed as a 'Home' (UK), 'Islands' or 'International' student.
Please visit the Fees and Funding page for more information.
For courses with Professional Placement, the fee for the placement year can be viewed on the undergraduate fees table. The placement fee published is for the relevant academic year stated in the table. This fee is subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body.
*For full-time programmes lasting more than one academic year, a tuition fee is payable for each academic year of the course.
Your annual tuition fee covers your first attempt at all modules required for that academic year. Any re-study or repeat of modules will incur additional charges, calculated according to the number of credits taken.
Home students (UK):
Tuition fees are subject to inflation-linked increases in line with government policy. Updated fees will be confirmed in line with the maximum fee cap set by the Government or the Office for Students (OfS) for each academic year. This means your fee may increase for each academic year of study, but only up to the maximum amount permitted for that year.
Eligible UK students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest-rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.
International students:
Full-time taught international student fees are subject to an annual increase, which is published in advance for the full duration of your programme.
| Fee category | Annual Fee |
|---|---|
| Home (UK students) | |
| £9,790* | |
| Foundation Year | £5,760 |
| International | |
| Year 1 (2026/27): | £18,500 |
| Year 2 (2027/28): | £19,200 |
| Year 3 (2028/29): | £19,900 |
| Year 4 (2029/30): | £20,700 |
The tuition fee you pay depends on whether you are assessed as a 'Home' (UK), 'Islands' or 'International' student.
Please visit the Fees and Funding page for more information.
For courses with Professional Placement, the fee for the placement year can be viewed on the undergraduate fees table. The placement fee published is for the relevant academic year stated in the table. This fee is subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body.
*For full-time programmes lasting more than one academic year, a tuition fee is payable for each academic year of the course.
Your annual tuition fee covers your first attempt at all modules required for that academic year. Any re-study or repeat of modules will incur additional charges, calculated according to the number of credits taken.
Home students (UK):
Tuition fees are subject to inflation-linked increases in line with government policy. Updated fees will be confirmed in line with the maximum fee cap set by the Government or the Office for Students (OfS) for each academic year. This means your fee may increase for each academic year of study, but only up to the maximum amount permitted for that year.
Eligible UK students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest-rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.
International students:
Full-time taught international student fees are subject to an annual increase, which is published in advance for the full duration of your programme.
| Fee category | Annual Fee |
|---|---|
| Home (UK students) | |
| £9,535* | |
| Foundation Year | £5,760 |
| International | |
| Year 1 (2025/26): | £17,700 |
| Year 2 (2026/27): | £18,500 |
| Year 3 (2027/28): | £19,200 |
| Year 4 (2028/29) | £19,900 |
The tuition fee you pay depends on whether you are assessed as a 'Home' (UK), 'Islands' or 'International' student. In 2025/26 the fees for this course are above.
Please visit the Fees and Funding page for more information.
For courses with Professional Placement, the fee for the placement year can be viewed on the undergraduate fees table. The placement fee published is for the relevant academic year stated in the table. This fee is subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body.
*For full-time programmes lasting more than one academic year, a tuition fee is payable for each academic year of the course. Your annual tuition fees cover your first attempt at all of the modules necessary to complete that academic year. A re-study of any modules will incur additional charges calculated by the number of credits. Home tuition fees may be subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body. Full time taught International fees are subject to an annual increase and are published in advance for the full duration of the programme.
Eligible UK students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest-rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.
Additional course costs
Some courses may require additional costs beyond tuition fees. When planning your studies, you’ll want to consider tuition fees, living costs, and any extra costs that might relate to your area of study.
Your tuition fees include costs for teaching, assessment and university facilities. So your access to libraries, shared IT resources and various student support services are all covered. Accommodation and general living expenses are not covered by these fees.
Where applicable, additional expenses for your course may include:
Our libraries have an extensive collection of books and journals, as well as open-access computers and laptops available to rent. However, you may want to buy your own computer or personal copies of key textbooks. Textbooks may range from £50 to £250 per year. And a personal computer can range from £100 to £3,000 depending on your course requirements.
While most coursework is submitted online, some modules may require printed copies. You may want to allocate up to £100 per year for hard-copies of your coursework. It’s worth noting that 3D printing is never compulsory. So if you choose to use our 3D printers, you’ll need to pay for the material. This ranges from 3p per gram to 40p per gram.
Kingston University will pay for all compulsory field trips. Fees for optional trips can range from £30 to £350 per trip.
Your tuition fees don’t cover travel costs. To save on travel costs, you can use our intersite bus service. This route links the campuses and halls of residence with local train stations - Surbiton, Kingston upon Thames and Norbiton.
Scholarships and bursaries
For students interested in studying this course at Kingston, there are several opportunities to seek funding support.
Course changes and regulations
The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Find out more about course changes
Programme Specifications for the course are published ahead of each academic year.
Regulations governing this course can be found on our website.
What our students and graduates say
The word that best describes this course is ‘entrepreneurial' because a lot of the work you will do allows you to think freely and explore ideas you're passionate about. The lecturers are always open to helping you with side projects and at Kingston there are plenty of opportunities. You will come across Bright Ideas and The Pitch from CIM – definitely enter these when you hear about them.
I chose this course because I wanted to ensure that I get some real-world experience under my belt before entering the job market.
Key information
The scrolling banner below displays some key factual data about this course (including different course combinations or delivery modes of this course where relevant).
