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  • Marketing & Advertising with Business Experience BSc (Hons)

Marketing & Advertising with Business Experience BSc (Hons)

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 and external academic experts. This means you'll be taught the content, and gain the skills your future employers value most. 

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.

Attendance UCAS code Year of entry
3 years full time N590 2020
4 years full time including foundation year N591 2020
Location Kingston Hill

Reasons to choose Kingston University

  • You'll work on real life project briefs from client organisations, which ensure you experience the application of marketing in a rapidly changing environment and graduate with hands-on, practical skills.
  • Should you wish to study for the Chartered Institute of Marketing (CIM) Professional Diploma, the structure of this degree will support you.

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.

Chandini Tiwari, Marketing and Advertising with Business Experience BSc (Hons)

I chose this course because I wanted to ensure that I get some real-world experience under my belt before entering the job market. 

Wayde Powys, Marketing and Advertising with Business Experience BSc (Hons)

Wayde Powys, Marketing and Advertising with Business Experience BSc (Hons)

With business experience

This degree comes 'with business experience', which includes the following:

  • The Business Readiness Programme develops your business skills and qualities so that you hit the ground running on the first day of your work internship or graduate job.
  • Business Practice gives you the opportunity to gain valuable, real-life and hands-on experience. In the second year, from May, you will gain a minimum of three months hands-on experience from a choice of:
    • A work internship where you will work within a business in a role linked to your degree or area of interest. This work experience is invaluable on your CV in helping to secure a job after you graduate. 
    • A university based module, which brings a 'real-life' project into the classroom. Through a 'consultancy in practice' or 'entrepreneurship' module you will work alongside your peers, with the support of your lecturers, to develop your own business or find solutions for a 'live' business project.  

This course, 'with business experience', aims to increase your employability and future career success. You'll graduate from this degree with both the knowledge from a three year degree as well as three months direct business or research experience; helping you to stand out from the crowd in the future.

What you will study

Take a look at some of the content and modules that you may have the opportunity to study on this course:

Year 1

Year 2

Optional year

Final year

In Year 1 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 will also begin the business readiness programme in preparation for your Business Practice in Year 2.

Core modules

Managing Marketing Information

30 credits

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.

Marketing Principles

30 credits

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.

The Marketing Environment

30 credits

In this module students will focus on influences that affect organisations' business activity in general and the marketing function in particular. Students will evaluate markets, the economic systems that govern them and the key players that operate in them. Business and economic theories are employed in the identification and analysis of external environmental factors and their impact on organisations and their ability to market their products and services effectively. Students will also examine the elements of the internal environment in terms of their effect on organisations' marketing activities. The role of the marketing environment in shaping marketing activity is analysed. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers, and there is a strong emphasis on participation in the classroom. 

Organisations and Entrepreneurship

30 credits

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.

Business Readiness and Skills (Stage 1)

0 credits

This module consists of management and personal skills training, designed to prepare students for their placement and to improve their employability after graduation. Students will experience a wide range of opportunities to enhance their skills, ensure they make the most of their potential, gain the best possible placement, and give them an edge in the job market after graduation.

During their training, they will build an on-line profile indicating their progress with their skills development.  Where appropriate, the skills work will be integrated with core curriculum activity. Students will work with faculty staff, including their personal tutor and the Business Experience Office, to identify their skills requirements. In addition to the standard skills required by employers, there will be skills development linked to specific subject areas, run during the fourth teaching term just before the placements begin.

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 will also learn how the different elements of the communications mix, such as advertising, public relations and digital marketing, work together to produce powerful marketing campaigns.

In addition you will complete stage 2 of the business readiness programme. You will carry out your Business Practice in Year 2 from May, for a minimum of three months.

Core modules

Marketing Insights

30 credits

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.

Marketing Metrics

30 credits

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.

Marketing Strategy and Planning

30 credits

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. 

Marketing Communications and Advertising

30 credits

This module focuses on the creation of effective integrated marketing communications plans. You will learn about the different elements of the communications mix, such as advertising, public relations and digital marketing, and how they can work together to produce powerful campaigns. While underpinned by marketing communications theory, the module develops practical skills that would be particularly useful for those considering a career in marketing communications or advertising, such as writing communication briefs, presentations and producing communication plans. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers, and there is a strong emphasis on participation in the classroom. 

Business Readiness and Skills (Stage 2)

0 credits

This module consists of management and personal skills training, designed to prepare students for their placement and to improve their employability after graduation. Students will experience a wide range of opportunities to enhance their skills, ensure they make the most of their potential, gain the best possible placement, and give them an edge in the job market after graduation.

During their training, they will build an on-line profile indicating their progress with their skills development.  Where appropriate, the skills work will be integrated with core curriculum activity. Students will work with faculty staff, including their personal tutor and the Business Experience Office, to identify their skills requirements. In addition to the standard skills required by employers, there will be skills development linked to specific subject areas, run during the fourth teaching term just before the placements begin.

Business Practice Options (choose 1)

Work Placement

60 credits

The module consists of a period of placement in commercial, industrial, public sector or third sector organisations. In this module, students will have the opportunity to use the management skills acquired in their business readiness training and the conceptual and theoretical knowledge acquired through their study of the core curriculum. During their period of placement they will develop a portfolio demonstrating the work done and provide a summary of their experience in the form of a short report.

The module seeks to ensure that students reflect on and develop the skills they acquired during the Business Preparation module, in attaining their placements, and in the subsequent placement itself, with a view to using these skills in their final year.  Developing an understanding of the theory of business practice and applying this in work situations is particularly emphasised. Students will be in regular contact with the Business & Professional Experience Team during their time on placement, either face to face or via Skype or telephone depending on location.

Consultancy in Practice

60 credits

This module involves a real life client project highlighting the important role of the consultant in an organisation. Models from management literature are applied within practical settings in order to relate theory to practice. Students are provided with an opportunity to develop their management skills by undertaking a live project for an external client. This activity emphasises the importance of blending business, people and technology issues when analysing problem situations in a business context. The module is assessed by the group consultancy project report for the client, and an individual portfolio to include, an updated CV post experience, a self-reflection of the experience, client and expert feedback. 

The Entrepreneurship Experience

60 credits

"A start-up is an organization formed to search for a repeatable and scalable business model". Steve Blank 

This module is one of the options available to students for their Business Experience. This module allows students to work in a start-up environment, either on their own idea or with a firm in an existing incubator or accelerator.

Ideas are everywhere. Everyone has ideas. What matters in this competitive environment is skilful execution of ideas. But how and where do you start? And most importantly, how do you know if your idea is something that people want and need? 

The most successful entrepreneurs understand that building a great business requires focus on understanding customers, a personal character of true grit, and willingness to learn and improve ideas through trial and error.

Students taking this module will be working on a real business start-up from the first day. Working in a start-up environment, either on campus or via an external incubator, students will develop and validate a business idea, developing concrete skills in marketing, finance, selling and operational skills relevant to their chosen market. Students working in the on-campus start-up will use iterative lean start-up methodology principles, which will gain them their reference customers and help them complete their Minimum Viable Product (MVP) as a culmination of the first stage. The experience can subsequently be extended into growing the start-up business.

  • 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).

In your final year, to ensure you experience the real challenges of marketing in a rapidly changing environment, you'll work on real life project briefs from client organisations. You will develop viable, theoretically grounded marketing and advertising plans and present them to your peers and industry experts. Working for a client and meeting industry professionals in this way provides you with invaluable experience and networking opportunities.

Core modules

Creating and Delivering Value

30 credits

In this module students 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 theoretical underpinnings of customer value creation through elements including branding, user experience and customer management and service. Students will also evaluate the theoretical underpinnings of long-term value creation and delivery through ethical responsible marketing. 

Marketing in Practice

30 credits

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 students 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 and Delivering Value and enables students to apply their knowledge of the latest marketing theory to a real situation. Students will participate in a series of consulting skills and project workshops, during which they will develop a viable, theoretically grounded marketing plan.

Integrated Marketing Communications

30 credits

This module will enable students to examine the theoretical underpinnings of integrated marketing communications, addressing elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications. The module will be delivered as a series of research seminars and workshops, led by subject experts from both academic and professional practice backgrounds. During these sessions, students will discuss and develop their own marketing communications research. The module links closely with Digital Marketing and PR, providing a sound theoretical framework for the practical planning of marketing communications.

Digital Marketing and PR

30 credits

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 students experience and tackle such challenges, the module will be based on a live marketing communications brief from a client. The module will be delivered as a series of consulting skills and project workshops during which students will develop a viable, rigorously researched practical marketing communications plan. The module will culminate in an event at which students' plans and recommendations for their client will be showcased. The module links closely with Integrated Marketing Communications, enabling students to put into practice the theories studied.                    

 

Optional modules

Business Readiness Careers and Employability (Stage 3)

credits

This module consists of a series of events designed to support students through the final stage of employability. It will help students reflect on their placement experiences and to provide careers information to support their employability after graduation. This module will support the activities provided by the Careers and Employability Service.

During the year, they will build an on-line profile indicating their progress with their preparation to employment. Students will work with faculty staff, including their personal tutor and the Business Experience Team and the Careers and Employability team.

 

The information above reflects the currently intended course structure and module details. Updates may be made on an annual basis and revised details will be published through Programme Specifications ahead of each academic year. The regulations governing this course are available on our website. If we have insufficient numbers of students interested in an optional module, this may not be offered.

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.

Life on this course

Guest Alumni from Barclays & GSK

Guest Alumni from Barclays & GSK

Kingston Business School graduates gave their advice and imparted words of wisdom to our first year students.

Entry requirements

Typical Offer

  • 112 UCAS tariff points (to include at least two A-levels or equivalent qualifications)
  • BTEC Lvl3 National: Distinction, Merit, Merit (DMM).
  • Candidates are normally required to hold five GCSE subjects grades A*-C including Mathematics and English Language (or comparable numeric score under the newly reformed GCSE grading).

Additional requirements

Entry on to this course does not require an interview, entrance test, audition or portfolio

Alternative Routes

  • Mature applicants (21 years and older) will need to pass a QAA-approved Access to Higher Education Diploma in a relevant subject with 60 credits, minimum 45 credits at Level 3 including 21 at merit + GCSE English Language grade C + GCSE Maths grade C (or comparable numeric score under the newly reformed GCSE grading).
  • Applicants under 21 years will be considered on a case-by-case basis.

International

  • We welcome applications from International Applicants. Please view our standard entry requirements from your country
  • All non-UK applicants must meet our English Language requirements. For this course it is Academic IELTS of 6.0 overall, with no element below 5.5

Teaching and assessment

Guided independent study

When not attending timetabled sessions, you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects, undertaking preparing coursework assignments and presentations, and preparing for exams. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.

Academic support

Our academic support team here at Kingston University provides help in a range of areas.

Dedicated personal tutor

When you arrive, we'll introduce you to your personal tutor. This is the member of academic staff who will provide academic guidance, be a support throughout your time at Kingston and who will show you how to make the best use of all the help and resources that we offer at Kingston University. 

Your workload

Year 1

Year 2

Final year

Year 1
  • Scheduled teaching
  • Guided independent study
Year 2
  • Scheduled teaching
  • Guided independent study
Final year
  • Scheduled teaching
  • Guided independent study

 

  • Year 1 -  27% of your time is spent in timetabled teaching and learning activity
  • Year 2 -  22% of your time is spent in timetabled teaching and learning activity
  • Final year -  22% of your time is spent in timetabled teaching and learning activity

Contact hours may vary depending on your modules

How you will be assessed

Assessment typically comprises exams (eg test or exam), practical (eg presentations, performance) and coursework (eg essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows, though depends to some extent on the optional modules you choose:

Year 1

Year 2

Final year

Year 1
  • Coursework
  • Practical
  • Exam: 0%
Year 2
  • Coursework
  • Practical: 5%
  • Exam: 0%
Final year
  • Coursework
  • Practical
  • Exam: 0%

Feedback summary

We aim to provide feedback on assessments within 20 working days.

Your timetable

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 teaching can take place on any day of the week between 9.00am and 6.00pm. 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.

Class sizes

This can vary by module and academic year.

Who teaches this course?

You will be taught by an experienced teaching team whose expertise and knowledge are closely matched to the content of the modules on this course. The team includes senior academics and professional practitioners with industry experience. Student academic mentors also provide support during certain tutorials / seminars, under the supervision of the module leader.

The following group of staff members are currently involved in the delivery of different elements of this course. This pool is subject to change at any time within the academic year.

Course fees and funding

2020/21 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK or EU), 'Islands' or 'International' student. In 2020/21 the fees for this course are:

 Fee category Amount
Home (UK and EU students)

Foundation year: £9,250
£9,250*

International

Foundation year: £13,100
Year 1 (2020/21): £13,100 
Year 2 (2021/22): £13,500
Year 3 (2022/23): £13,900

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. 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/EU 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 and EU 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.

2019/20 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK or EU), 'Islands' or 'International' student. In 2019/20 the fees for this course are:

 Fee category  Amount
Home (UK and EU students) Foundation: £7,800
£9,250*
International Foundation: £12,700
Year 1 (2019/20): £12,700
Year 2 (2020/21): £13,100
Year 3 (2021/22): £13,500
Islands (Channel Islands and Isle of Man) To be confirmed by the Island Authorities

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. 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/EU 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 and EU 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

Depending on the programme of study, there may be extra costs which are not covered by tuition fees, which students will need to consider when planning their studies.

Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. Accommodation and living costs are not included in our fees. 

Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.

Text books

Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. You may prefer to, or be required to, buy your own copy of key textbooks.

Computer equipment

There are open-access networked computers available across the University, plus laptops available to loan. You may find it useful to have your own PC, laptop or tablet which you can use around campus and in halls of residences.

Free WIFI is available on each of the campuses.

Printing

In the majority of cases coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing and photocopying costs are not included in your tuition fees.

Travel

Travel costs are not included but we do have a free intersite bus service which links the campuses and halls of residence.

Note for EU students: UK withdrawal from the European Union

EU students starting a programme in the 2019/20 academic year will be charged the same fees as those who began in 2018/19 (subject to any annual increase in accordance with the applicable terms and conditions and the Kingston University fees schedule).

They will also be able to access the same financial support for the duration of their course as students who began in 2018/19, even if their degree concludes after the UK's exit from the EU.

No assurances have yet been made regarding 2020/21 and beyond. Updates will be published here as soon as they become available.

Work placements

Our course offers a work placement to help you develop your skills and gain invaluable experience, this option will also help you to:

  • Improve your career choices: Business experience and placements help you to make better-informed career choices and help you stand out from the competition when you look for a job
  • Help with your studies: Statistics indicate that on average students who do placements get better results in their final year
  • Develop your professional skills: Preparing you for your career
  • Increase your employability: Each year many of our students receive graduate job offers from their placement employer.

After you graduate

This course prepares you for roles such as brand and product managers, market researchers, media planners and buyers, account managers, communications managers, social media managers and copywriters. Many graduates progress to postgraduate study.

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).

Undergraduate study
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