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MARKETING BA (HONS)

UCAS Code: N500|Duration: 3 years|Full Time|Hope Park|UCAS Campus Code: L46
Work placement opportunities|International students can apply
Overview
Curriculum
Entry Requirements
Careers
Finance
Combinations

ABOUT THE COURSE

Marketing is one of the most challenging, fast-moving and exciting disciplines in the world of business. Our Marketing degree has a theoretical focus that is combined with practical examples of how companies apply the theory on a day-to-day basis, meaning that what you learn is not only academically sound but also rooted in the realities of today’s dynamic marketplace.

During your degree, you will be provided with the key skills and knowledge that will enable you to understand marketing context, marketing research and the discipline’s central role to business success, while allowing you to reflect on the moral and ethical implications of marketing behaviour. The ever advancing fields of Social Media and digital marketing run through the marketing curriculum as central themes and allow you to reflect on the many challenges and opportunities that these technological and cultural changes provide.

The degree has been designed so that you learn from research-active staff while at the same time being mentored and given masterclasses by industry leaders. Marketing focuses on a wide range of organisations, from SMEs to global multinational organisations, and we also have close interaction with the Chartered Institute of Marketing (CIM). Studying a comprehensive view of the marketing world prepares you for a career in organisations of any type and size.

COURSE STRUCTURE

Teaching on this degree is structured into lectures, where all students are taught together, seminars of smaller groups of around 15-20 students, and tutorials which typically have no more than 10 students. You also have the opportunity to have a one-to-one meeting with your tutor each week.

If you study Marketing as a Single Honours degree, in your first year of study there are approximately 12 teaching hours each week, which reduces to approximately 10 teaching hours in your second and third years. If you study Marketing as a Combined Honours degree, in your first year of study there are approximately 6 teaching hours each week, which reduces to 5 teaching hours in your second and third years. On top of teaching hours, you are also expected to spend approximately 15 hours studying independently each week, as well as studying in groups to prepare for any group assessments that you may have.

ASSESSMENT AND FEEDBACK

You will have a number of assessments throughout your studies, including multiple choice exams, group presentations and reports, individual academic reports, and written exams. The assessments have been designed to develop your knowledge and skills in multiple ways and provide experience of gaining key skills needed in the competitive world of business. Written feedback will be given to you within four working weeks of the deadline for submission of coursework.

If you would like feedback on your written exams, you can request this from your tutors once exam results have been released. You are also encouraged to make an appointment to personally discuss your feedback with your tutor.

CURRICULUM OVERVIEW

Please note topics marked with a * are studied by Single Honours students only.


YEAR ONE

Introduction to Marketing

In the first year you will study a common core (together with students studying Business Management and Accounting & Finance). This gives a sound introduction to the world of business; how businesses trade, how they function and how they understand and control their finances. Only with this appreciation of the relationship between marketing and the global business context can marketers contextualise marketing theory and practice and understand the dynamics of contemporary marketing management.
 
You will be introduced to a historical context from the industrial revolution to the birth of the British Empire, to the globalised markets of today. You will understand financial statements and how marketers use these to understand business strategy and competitive forces. You will be introduced to economics and trading blocks, before you begin to explore marketing management, the marketing mix and consumer behaviour, in a dynamic world of mass media promotions and advertising. 

What you will study:

  • Marketing and the Global Markets
  • Understanding the Marketing Environment 
  • Marketing DNA: How marketing is central to how a business works and integrates with all other organisational functions, such as strategy, business planning, HRM, operations and finance 
  • The Marketing Mix: (7 Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence)
  • The continued emergence of new social media platforms
  • Understanding types of Buyer Behaviour
  • Building and Maintaining Effective Customer Relationships (CRM)
  • Customer Segmentation

In order for you to gain a clear understanding of the applicability of the theoretical marketing knowledge from the very beginning of the academic year, industry speakers and up-to-date organisational applications of marketing will be part of the curriculum. This allows clear links between theory and practice to be made from the very start of your studies.

YEAR TWO

Explorations in Marketing

Building on your first year, the curriculum in year two explores key issues and marketing concepts in greater depth, advancing your knowledge and understanding to an intermediate level. You will become adept at the use of a number of marketing tools such as the Marketing Plan, Ansoff’s Growth Matrix, The Boston Consultant Group Grid, as well as statistical tools such as SPSS.

On successful completion of this year, you will have developed a critical knowledge and understanding of marketing communications, stakeholder marketing, marketing information and research. In particular, you will have gained a critical understanding of what shapes consumers buying behaviour and how companies harness and exploit these forces to create and capture value from their customers.

Single honours students will develop a deeper understanding of social media and critically examine the increasingly current area of social marketing and how marketing can be used to influence and change behaviour of both individuals and companies. The areas of retail and relationship marketing will also be investigated.

What you will study:

  • Strategic and Operational Marketing
  • Planning within the Marketing Context
  • Factors influencing Consumer Behaviour
  • Marketing Communications: Advertising; PR; Direct Marketing; Selling
  • Marketing Research – Primary and Secondary Sources
  • Quantitative, Qualitative and mixed Research Methods
  • Evaluation of Marketing Success
  • Preparation for Final Year Dissertation/Research Project
  • Store Design, Layout and the use of colours, music and scent by retailers*
  • Ubiquitous Marketing and the “Fluid Web”*
  • Social Media and Social Marketing*
  • Attack and Defence Strategies of Market Leaders and Challengers*
  • Relationship Marketing *
  • Sales Concepts and Strategies*
  • Marketing Ethics*

YEAR THREE

Advanced Studies in Marketing

Building on previous years, the curriculum in the final year investigates key advances in the academic and professional marketing literature. You will deepen your knowledge and understanding of contemporary issues facing marketers today, as well as increase your knowledge of the leading edge theory and practice being developed for the future.

Examples include the move towards smart living and smart cities, mobile marketing, Big data, developments in conceptualisation of brands, usage and social media influence, and neuro-marketing. Single Honours students also consider how societal and business innovations such as 3D imaging and drone technology will impact on marketing and communications. In order to apply knowledge and skills developed to date on the degree and to allow you to explore an area of marketing that is of particular interest to you, a marketing research project is undertaken. This requires you to become an active researcher, applying the marketing research theory covered in the second year and exploring in detail a specific area of marketing.

What you will study: 

  • Advanced Marketing Research and employing Data-led Decision-Making
  • Delivering Customer Value & Achieving and Exceeding Expectations
  • New Product and Technology Development and Brand Management
  • Managing Sales and Marketing Teams
  • Neuro-Marketing
  • Final Year Dissertation/Research Project
  • Strategic Marketing and Planning*
  • Social Media Analytics and the Mobile Revolution*
  • Experiential and Sensorial Marketing*
  • Contemporary Product and Technology Development and Brand Management*
  • Marketing DNA*

ENTRY REQUIREMENTS


A-LevelsABB-BBC
UCAS Tariff Points136 - 104
BTECDDD-DMM
Access to HE136 - 104 Tariff Points
IB26
Irish Leaving Certificate136 - 104 Tariff Points from Higher Level qualifications only
Welsh BaccalaureateThis qualification can only be accepted in conjunction with other relevant qualifications
Subject RequirementsNo specific subject requirements

INTERNATIONAL ENTRY REQUIREMENTS

Specific Country RequirementsSelect your country
IELTS6.0 overall (with reading and writing at 6.0) and no individual score lower than 5.5

CAREERS

Past graduates of our Marketing degree have gone on to have careers such as Marketing and Communications Coordinator, Marketing Assistant, Marketing Manager, Assistant Commercial Product Manager, and Advice Centre Manager.

The Marketing degree has been designed so progression can be made to Masters or Doctoral studies. Graduates who successfully gain a degree can apply to become full members of the Chartered Institute of Marketing (CIM) or the Marketing Research Society.

A number of other professional bodies will also accept holders of a first degree that includes Marketing on to their qualifications at an advanced level, including the Chartered Management Institute’s Diploma in Management Consultancy and the Institute of Chartered Secretaries and Administrators’ (ICSA) Postgraduate Certificate in Charity Management.

ENHANCEMENT OPPORTUNITIES

Work Placement Opportunities

Marketing at Liverpool Hope University is closely benchmarked against the Chartered Institute of Marketing (CIM) Multi-Award Pathway. The CIM is the professional body for marketers both in the UK and internationally and provides you with regular opportunities to network and gain mentorship and industry experience with marketing practitioners.

The Marketing team works very closely with the University’s Business Gateway to source robust and exciting student placement opportunities, along with a wide range of company visits and other events where you come face-to-face with professional practitioners.


SALA

The Service and Leadership Award is offered as an extra-curricular programme involving service-based experiences, development of leadership potential and equipping you for a career in a rapidly changing world. It enhances your degree, it is something which is complimentary but different and which has a distinct ‘value-added’ component. Find out more on our Service and Leadership Award page.


Study Abroad

As part of your degree, you can choose to spend either a semester or a full year of study at one of our partner universities as part of our Study Abroad programme. Find out more on our Study Abroad page.


TUITION FEES

The tuition fees for 2018/19 are £9,250 for full-time undergraduate courses.

If you are a student from the Isle of Man or the Channel Islands, your tuition fees will also be £9,250.

The University reserves the right to increase Home and EU Undergraduate and PGCE tuition fees in line with any inflationary or other increase authorised by the Secretary of State for future years of study.

ADDITIONAL COSTS

On top of tuition fees, you also need to consider the cost of core textbooks, which we estimate to be around £100.

You will also need to consider the cost of your accommodation each year whilst you study at university. Visit our accommodation webpages for further details about our Halls of Residence.

SCHOLARSHIPS

We have a range of scholarships to help with the cost of your studies. Visit our scholarships page to find out more.

INTERNATIONAL TUITION FEES

The International tuition fees for 2018/19 are £11,400 for full-time undergraduate courses.

Visit our International fees page for more information.

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Liverpool Hope Business School
GOOD TO KNOW:
  • Taught by internationally renowned experts in Marketing from a wide range of business organisations
  • Opportunities to get involved with entrepreneurial marketing activities
  • A wide range of industry guest speakers and visiting professors

Department staff

Got a question?
Email our enquiries team
enquiry@hope.ac.uk