Marketing BA (Hons)

Full-time undergraduate (3 years, 4 year extended, 4 years with placement)



This course is available as a 3 year degree, 4 year extended degree, or 4 years with a placement.


You want to stand out from unqualified marketers. Our full-time Marketing degree, accredited by the Chartered Institute of Marketing, can help you do that. Making the decision to earn your qualification instead of jumping straight into work is a good one. With up-to-the minute knowledge and skills, the chance to take a placement year, and a course that maps to professional marketing qualifications, you’ll be ready to fast-track your career.

Full description


We work with employers to make sure you graduate with the knowledge, skills and abilities they need. They help us review what we teach and how we teach it – and they offer hands-on, practical opportunities to learn through work-based projects, internships or placements.

There are exciting career opportunities across a range of marketing job disciplines and in private, public and charitable sectors. You might choose to focus on a specialist area, such as advertising and sponsorship, brand and product management, customer relationship management, digital marketing, or research and data analysis. On the other hand, some roles involve the whole marketing mix, particularly if you opt to work for a smaller organisation. Job titles to look for include Marketing Executive, Marketing Officer, Marketing Assistant, Marketing Analyst, Assistant Product/Brand Manager. Following their studies, our graduates can be found in exciting roles in many areas such as beer marketing, advertising agencies, health and fitness vlogging and market research companies.

Alternatively, you could enhance your education and your career prospects further still by taking a postgraduate degree such as our MSc Marketing, MSc Management, or MSc International Business.

Modules & assessment

Year one, core modules

  • Academic Skills
    On this module, you'll learn a range of skills required to function effectively as an independent self-learner. You'll develop both practical and academic skills that are essential for you to be successful in your chosen business undergraduate degree. The module will equip you with skills that can be used in modules throughout your chosen degree. The focus of the module includes: the use of information technology and associated software packages, presentation skills, problem-solving, both individually and in teams, critical analysis, critical writing and referencing.
  • Principles of Marketing
    This module will present you with a foundation in the core theories and models of marketing, from a bottom-up perspective. The module will instil in you an understanding of how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management throughout all business sectors.
  • Economics for Managers
    This module introduces you to the fundamentals of economics and focuses on applying key economic insights to business and management. First, the module focuses on microeconomics - the decisions and behaviour of individuals and firms. The economic principles underlying the determination of price and output, firm costs, industrial structure and market failures are outlined. Next, the module focuses on macroeconomics - the economy at national and international levels - and its impacts on business behaviour. You’ll learn how the key macroeconomic variables (inflation, unemployment, and so on) influence business activity and government macroeconomic policy.
  • Introduction to Organisations and Management
    Management in practice is about supporting people to work effectively in different organisational contexts. Regardless of your technical area, type of organisation or job position, you will need to manage your relationships with colleagues, managers, subordinates and customers. This module will equip you with knowledge and skills to help you understand how people and organisations function at individual, group and organisational levels based on the latest academic evidence.
  • New Product Marketing
    This module is designed to discover the innovation concept and its strategic role as well as the process followed by companies to develop new products and services. From a marketing perspective, it aims to relate to the innovation process (from idea generation to launch) with its practical application in industry and commerce. This module teaches students to think independently and improve their ability to work outside of the comfort of structure and predictability and security. Students learn tools that help them develop their thinking and creativity skills. In teams, students will develop their own new product and will present it in a pitch.
  • Marketing Communications
    This module will introduce you to different types of marketing communication tools and the part that they play in marketing and in business success. The tools and techniques used in marketing communications are identified and analysed. The module explores the role of the internet and e-commerce in developing marketing strategies to complement those found in traditional marketing approaches. Furthermore, the module explores Internet Marketing and E-commerce, Advertising, Sales Promotions, and more, and how and why each method is used and the advantages and disadvantages of each are identified.
  • Accounting for Managers
    The module aims to give students a sound grasp of the basics of financial reporting (context, purposes, regulatory framework). It introduces the principal concepts of financial accounting and the preparation of principal financial statements will also be explored. This module is also designed to introduce students to key management accounting skills necessary to support decision-making. It will emphasise the acquisition and application of skills and knowledge necessary to inform managers responsible for planning, decision-making and control and will provide the underpinning skills and knowledge required for more advanced study. The key issues addressed will be the fundamentals of cost data collection, analysis and allocation of costs, costing of products and services using absorption and marginal costing techniques, short term decision making - Cost Volume profit analysis, budgeting and budgetary control. The key techniques will be demonstrated and applied in active learning workshop sessions and students will be expected to work on practical examples and case studies.

Year two, core modules

  • Project Management
    Project management is a key skill for any future professional to acquire, at some stage in your career you will be involved in delivering or working on a project. This module focuses on providing a sound basis for managing or working on projects. In essence, the concept of managing a project hinging on one quite basic principle, managing the triangle of: quality of the project outcomes, cost and time. In practice, this is a complex juggling act. The module covers: the major process groups of the Project Management Body of Knowledge; the importance of stakeholder and risk management; scheduling and costing; monitoring and controlling techniques, including cost control, time management and resource optimisation; improving the success of projects; and the principles of agile project management. Assessment is by two pieces of coursework: a project schedule and discussion of stakeholders and risks, and a limited time case study problem.
  • E-Business Management
    Organisations continually rely on the information they gather to make decisions at local, national and global levels, ranging from the short to long term. So developing appropriate strategies to harness real business intelligence and value from information remains high on the strategic agenda. This module explores the different e-business options and models available for organisations to exploit, taking a whole organisation perspective and, whenever appropriate, taking global engagements into account. E-business is essential for managing interfaces with the customer, it can be used to develop customer relationships and build loyalty. On the supply side e-business can greatly assist in the management of the supply network of the organisation. The module will also consider design and implementation issues to ensure that information and e-business strategies are designed to suit the competitive environment. The overall success of an information and e-business strategy relies on careful project planning and management. There’s exploration of the typical phases of information and e-business projects and the issues involved in developing project planning skills. The ability to project plan and manage an information or e-business system implementation is another key transferable skill gained on this module. Project planning and management must consider both the internal and external environment and hence, risk assessment techniques are explored and applied to a given scenario.
  • Understanding Consumers
    Why do consumers buy certain types of products and services? This module offers an expanded view of consumer behaviour covering not only the study of what and how we buy, but also how marketers influence the behaviours of consumers through the marketing mix design and implementation. The module then explores the development of consumer insight demonstrating how marketers use data and research to get closer to consumers. Understanding Consumers uses a range of case examples to illustrate all aspects of the consumer buying process.
  • Business Research Methods
    This core module introduces you to the various methods of undertaking business research - vital tools for anyone hoping to pursue a career in business. The module covers a range of qualitative and quantitative research methods. It’s a practical module informed by theory and real-life examples, which’ll help you to explore the philosophical debates underlying business and management research and consider how they relate to our understanding of knowledge and business practice. You’ll be encouraged to develop your ability to critically assess both the theory and practice of business and management research and to reflect on your own learning and development. This module will help you think about a final project and give you confidence in using research methods.
  • International Marketing
    On this module you will learn about marketing in an international context. Many firms now do business with international partners, hence the importance attached to international marketing. The module begins by assessing the impact of culture on international marketing, whilst examining a range of case examples and international market entry strategies. Overcoming cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. The ‘international focus’ goes beyond European companies to examine market development among rising brands, particularly those in India and China.
  • Marketing Research
    This module offers an opportunity to develop planning and analytic skills essential for marketers. It provides insights needed for better decision-taking and opens career opportunities for students. On this module you will be introduced to marketing research with the execution of a real research project for a company. You will learn the use of specific software as well as techniques. This module improves students’ ability to work outside of the comfort of structure, predictability and security.
  • Business to Business Marketing
    If your aim is to work in marketing, it’s important to understand the differences between marketing to consumers and marketing between firms. On this module you'll be introduced to the latter. More businesses sell to other businesses than sell to consumers. This module builds a step-by-step framework, so that you can approach any organisational case, and produce an appropriate marketing and sales strategy. Real case examples are used in the tutorials to stimulate discussion and to put the theory into context. Assessment is by an individual assignment focusing on a business-to-business case study. You’ll take on the role of a marketing consultant and be required to produce a marketing report that addresses the strategic issues set out in the case.
  • Career Development and Employability
    This innovative and exciting career-focused module will help you develop the employability skills and capabilities that are needed to compete successfully in the graduate labour market whilst seeking to provide you with knowledge, support and insight into the contemporary world of work and the business market. The module will also develop your skills and is therefore practical and engages you in case study exercise, real-life scenarios, audit and skills testing techniques and invites external guest speakers and employers to provide insight and input. The lectures and seminars will provide key inputs to help introduce you to fundamental employability concepts, insights and techniques, drawn from the world of business and management, but also from other disciplines such as sociology, social psychology and the humanities.

Placement year (Optional)

  • Work Placement - Marketing, Enterprise and Tourism
    In a competitive job market, understanding how the professional work place functions, along with well-developed employability skills, are key to a graduate securing employment. The work placement gives you the opportunity to put into practice what would have been learned in the first two years and to enter their final year with the insights of their practical experience in the field. During this module you will undertake a work-based learning internship with a company or organisation where they will be supported in developing effective professional practices through guidance in generic and specific employability skills and through developing independent reflective learning practices to enhance your continuing professional development in the context of your own working environment. The module aims to provide you with experience of work in a business environment including familiarisation with a professional work environment. The module will be underpinned by employability skills training, reflective assessment and support from academic tutors. You will expected to be able to reflect on your experience in writing and orally, and demonstrate how you have applied theory, and learnings to date within a work-based environment. The assessment aims to support and develop your ability to demonstrate your professionalism, leadership and managerial skills to a prospective employer whilst also learning key communication and personal skills. - You must secure a placement, or placements (maximum 3) amounting to 9 months duration with minimum term of 3 months per placement. - Placement can start at any point from 1 June and must have started by 1 October.

Year three, core modules

  • Strategic Brand Management
    Successful branding creates consumer value and can provide protection from price competition and pressures towards commoditization. This involves complex processes which transform experience from satisfaction of basic needs to becoming a medium of social exchange. Brands are very important to consumers and firms. In this module you will learn about how to manage these valuable assets and the concept of brand equity whilst developing and exploring the work of leading marketing theorists and practitioners. You will not only examine leading global brands such as Coca Cola and Apple, but also lesser known brands in the context of strategic brand management.
  • Retail and Shopper Marketing
    This module applies core marketing principles in a retail context and develops specialist knowledge of the retail industry from a marketing perspective. You’ll explore retail and shopper marketing and the clear links to other business curriculum areas: marketing management, consumer behaviour, human resources, operations management and economics. The module explores: retail marketing mixes and strategies, customer satisfaction, internet retailing and the emerging use of 'shopper marketing', sustainable and ethical issues and the growth of consumerism. You will examine a wide range of case studies that focus on different types of retailers and their marketing activities.
  • Financial and Professional Services Marketing
    The global financial crisis highlighted the importance of the financial services sector. It demonstrated that the way in which financial products are designed and marketed can have implications for the stability of the global financial system and for social well-being. This module explores the principles and practice of marketing in a financial and professional services context. Key themes covered include: current thinking in services marketing and how this relates to the concept of value from a product provider and intermediary perspective; how financial firms have responded to and should continue to respond to the fallout from the financial crisis; building services brands; understanding the decision-making process for financial and professional services buying decisions; understand the relationship between marketing and the regulatory regime. A range of issues concerning ethics and sustainability are considered including: levels of financial literacy; commission and compensation; mis-selling, financial scandals and the regulatory regime.
  • Current Themes in Marketing
    Marketing is an area subject to continuous changes. Businesses need to evolve and adapt their marketing to new scenarios, new technologies, changes in customers’ needs and demands. This module is designed to allow students to discover the latest approaches of the marketing practice. This module teaches students to apply previous learning whilst embracing new ideas. They will be inspired by the newest marketers activities. On this module students will (1) learn how to use their previous marketing knowledge in new contexts; (2) understand the current issues in marketing management; (3) improve their marketing skills and knowledge, and (4) understand the success factors of companies within the new contexts. During the first 4 weeks students will have guest speakers (2 guest speakers per seminar). They will introduce students in 8 current topics in marketing practice. Then, in groups, students select a topic from a list provided in class. They research during the following four weeks about their topic and present them in the next 3 weeks (Element 010). As for the group research, the approach followed can change depending on the issue. Some of the aspects that the group may need to cover are the following: how is this a challenge, how are companies/customers reacting, identification and evaluation of approaches, effectiveness of strategies, case studies, etc. In the last week students will engage in a debate to clarify ideas and get conclusions.
  • Digital Marketing
    In any management role within an organisation you’ll require an appreciation of the power and influence of Digital Marketing. This module aims to increase your employability by providing individuals with many of the necessary skills, as well as a critical understanding, of Digital Marketing. Covering both profit and not for profit organisations as well as examining evidence of the change in Consumer Behaviour and increase in online activities such as social activism. You’ll also be required to investigate the influence of Tribes, Communities and Virtual Crowds in online behaviour and the effective use of Word of mouth and Viral Marketing as part of campaign tactics. Important consideration of legal and regulatory issues affecting Digital Marketing, together with emerging codes of practice and ethical issues are addressed.
  • Undergraduate Major Project
    Undertaking a Major Project allows you to engage in a substantial piece of individual research, and/or product development work, on a selected topic within the broad business and management field, relating to your particular interests and background, although closely linked to our wide range of staff interests and research. You will have many group sessions to support your project, plus the supervision by an academic member of staff. The project also encourages students to share ideas and approaches. The chosen topic will be in your course subject area and require you to identify/formulate problems and issues based on a range of topics provided by conducting a literature review and evaluating information. You will investigate and adopt a suitable desk based methodology and determine solutions, perhaps developing hardware, software and/or media artefacts as appropriate. You will critically appraise and present your findings, reflecting upon the limitations of your research and the research process.


You can expect a lively mix of coursework, essays, exams and activity-based assignments. Your coursework could include problem-solving activities, consultancy projects, presentations and group or individual reports. You’ll be able to access support materials through our virtual learning environment (CANVAS).

All assessment is designed to allow you to demonstrate what you’ve learned, and to make sure you’re developing the knowledge and skills you need to complete the course. It will focus on analysing real, live marketing issues and solving marketing problems.

This is a 3 year programme 

Please note that modules are subject to change and availability.

Where you'll study

Your faculty

You have a highly active mind and see opportunity everywhere. Now you need theory and life-changing skills to sharpen your approach to management. At the Faculty of Business & Law, you will immerse yourself in a multicultural environment where technology blends with teaching to create a dynamic and innovative learning environment. An environment to help you gain those skills.

Where can I study?

Lord Ashcroft Building on our Cambridge campus

Our campus is close to the centre of Cambridge, often described as the perfect student city.

Explore our Cambridge campus

Placement year

We want to make sure that you’re fully prepared for an increasingly competitive job market, so we offer a four-year degree option which includes a work placement in the third year. It’s an opportunity to apply and enhance your skills while developing new ones. You’ll also build valuable professional networks.

It could be that you have one placement during Year 3, or you could have two or three, giving you the chance to experience different organisations and working practices. Many of our students find that their placement company hires them when they graduate. We have a specialist team to help you find a placement and support you during this year. You might work in the UK or go abroad: our students have worked at leading organisations such as PricewaterhouseCoopers (PWC), Bosch, BMW, Airbus, BskyB and KPMG. This period of work experience can help set your final-year studies in context and may well help with your dissertation topic. All in all, it’s a fantastic way to stay ahead of the competition.

Studying abroad

You could broaden your horizons by spending time living and studying abroad. This could be a short study visit or a semester spent in Europe, Canada, the USA or Malaysia. It will look great on your CV and help you take advantage of opportunities in the international job market.

Fees & funding

Course fees

UK & EU students starting 2019/20 (per year)


International students starting 2019/20 (per year)


Placement year (UK, EU, international students)


Fee information

For more information about tuition fees, including the UK Government's commitment to EU students, please see our UK/EU funding pages

How do I pay my fees?

Tuition fee loan

You can take out a tuition fee loan, which you won’t need to start repaying until after your graduate. Or alternatively, there's the option to pay your fees upfront.

Loans and fee payments


We offer a fantastic range of ARU scholarships, which provide extra financial support while you’re at university. Some of these cover all or part of your tuition fees.

Explore ARU scholarships

International students

You must pay your fees upfront, in full or in instalments. We will also ask you for a deposit or sponsorship letter. Details will be in your offer letter.

Paying your fees
Funding for international students

We offer a number of scholarships, as well as an early payment discount. Explore your options:

Funding for international students

We offer a number of scholarships, as well as an early payment discount. Explore your options:

Entry requirements

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Important additional notes

Our published entry requirements are a guide only and our decision will be based on your overall suitability for the course as well as whether you meet the minimum entry requirements. Other equivalent qualifications may be accepted for entry to this course, please email for further information.

We don't accept AS level qualifications on their own for entry to our undergraduate degree courses. However for some degree courses a small number of tariff points from AS levels are accepted as long as they're combined with tariff points from A levels or other equivalent level 3 qualifications in other subjects.

International students

We welcome applications from international and EU students, and accept a range of international qualifications.

English language requirements

If English is not your first language, you'll need to make sure you meet our English language requirements for postgraduate courses.

Improving your English language skills

If you don't meet our English language requirements, we offer a range of courses which could help you achieve the level required for entry onto a degree course.

We also provide our own English Language Proficiency Test (ELPT) in the UK and overseas. To find out if we are planning to hold an ELPT in your country, contact our country managers.

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