Advertising & Marketing BA

Advertising and Marketing is the study of how businesses promote products, services, and ideas to engage audiences and influence behaviour. It combines creativity, communication, and data analysis to build brand awareness and drive customer loyalty through strategic campaigns.

A Bachelor’s degree in Advertising and Marketing blends theory with practice, covering consumer psychology, brand strategy, market research, and creative communication. It prepares students for careers in marketing, advertising, digital media, and business development.

Why Study Advertising and Marketing?

There are many reasons why students choose to study Advertising and Marketing:

• A passion for creativity, branding, and business communication.

  
  

• The opportunity to understand how marketing shapes organisations and consumer choices.

  
  

• Practical experience working on live briefs, campaigns, and case studies.

  
  

• Growing demand for professionals skilled in both creative and analytical marketing.

  
  

• The chance to develop transferable business and communication skills.

  
  

• Clear career routes in advertising, marketing, and digital strategy.

This degree suits students who are imaginative, commercially minded, and interested in how creativity drives business success.

Course Duration and Structure

In the UK, a BA or BSc in Advertising and Marketing typically takes three years of full-time study, or four years with a placement year, foundation year, or study abroad option.

A typical course structure includes:

Year 1: Introduction to marketing principles, consumer behaviour, and advertising strategy. Students explore the foundations of branding and media communication.

Year 2: Intermediate modules in digital marketing, campaign management, and market research. Students work on creative briefs and apply data to real-world marketing scenarios.

Year 3: Advanced study in strategic brand management, global marketing, and creative innovation. The final year includes a dissertation or applied project in advertising or marketing strategy.

Many courses include opportunities for placements, internships, or collaborations with marketing agencies and brands.

Entry Requirements

Entry requirements vary between universities but typically include one of the following:

• A Levels: In Business, Media Studies, or English.

  
  

• BTEC: A relevant Extended Diploma in Business, Marketing, or Creative Media.

  
  

• International Baccalaureate (IB): Including a Business, Humanities, or Arts subject.

  
  

• Other qualifications: Access to Higher Education Diploma in Business, Marketing, or Media.

  
  

• English language proficiency: Required for applicants whose first language is not English.

  
  

• Applicants with relevant work experience or a strong interest in marketing and creativity are encouraged to highlight this in their application.

Teaching and Assessment

Advertising and Marketing degrees combine creative thinking, strategic planning, and business management. Students learn through:

• Lectures and seminars

  
  

• Marketing simulations and live briefs

  
  

• Group projects and presentations

  
  

• Creative workshops and campaign development

  
  

• Independent research and dissertation work

Assessment methods typically include:

• Coursework and written reports

  
  

• Group projects and client pitches

  
  

• Marketing strategy documents

  
  

• Portfolio and campaign evaluations

  
  

• Examinations and reflective assignments

  
  

• A final dissertation or applied marketing project

Many universities provide opportunities to gain professional certifications in digital marketing tools such as Google Analytics, HubSpot, or Hootsuite.

Skills You Will Develop

A degree in Advertising and Marketing develops a combination of creative, analytical, and professional skills, including:

• Marketing strategy and brand management

• Advertising and campaign planning

  
  

• Consumer psychology and behaviour analysis

  
  

• Digital marketing and analytics

  
  

• Communication and storytelling

  
  

• Copywriting and visual design

  
  

• Project management and teamwork

  
  

• Market research and data interpretation

These skills are valuable across marketing, business, and creative industries.

Career Prospects

Graduates of Advertising and Marketing degrees are well-prepared for roles in business, media, and communication sectors.

Typical career paths include:

• Marketing executive or manager

  
  

• Advertising account executive or planner

  
  

• Brand manager or strategist

  
  

• Digital marketing specialist

  
  

• Copywriter or creative director

  
  

• Public relations or communications officer

  
  

• Market researcher or data analyst

  
  

• Further study in marketing, business, or digital media

Employers include marketing and advertising agencies, corporate brands, media companies, and public organisations.

Tips for Prospective Students

• Stay informed about marketing trends, media platforms, and brand campaigns.

  
  

• Develop a portfolio showcasing your creative or strategic projects.

  
  

• Learn digital tools such as Adobe Creative Cloud, Google Analytics, or SEMrush.

  
  

• Gain experience through internships, freelance work, or volunteering.

  
  

• Network with marketing professionals through university events or LinkedIn.

  
  

• Join professional bodies such as the Chartered Institute of Marketing (CIM) or Institute of Practitioners in Advertising (IPA).

Course Variations

Universities offer several related and specialist degrees, including:

Marketing and Communications: Emphasising brand messaging and audience engagement.

Digital Marketing and Advertising: Focusing on online campaigns and analytics.

Creative Advertising: Concentrating on design, copywriting, and creative production.

Brand and Marketing Management: Focusing on business development and brand strategy.

Marketing with Public Relations: Linking reputation management with promotion.

Business and Marketing: Offering a broader focus on management and enterprise.

Recommended Wider Reading for Aspiring Advertising and Marketing Students

For those considering or beginning a degree in Advertising and Marketing, the following books and resources provide valuable insight:

“Marketing Management” by Philip Kotler and Kevin Lane Keller – A foundational text on modern marketing strategy.

“Ogilvy on Advertising” by David Ogilvy – A classic exploration of advertising creativity and effectiveness.

“How Brands Grow” by Byron Sharp – Evidence-based insights into brand growth and marketing performance.

“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger – Understanding why campaigns go viral.

Chartered Institute of Marketing (CIM) – Professional body for marketing qualifications and resources.

Institute of Practitioners in Advertising (IPA) – Training and accreditation for advertising professionals.

HubSpot Academy and Google Digital Garage – Free certifications in digital marketing and analytics.