Marketing BA/BSc

Marketing is all about understanding consumers, creating value and building connections between brands and their audiences. A Marketing degree equips you with skills in strategy, communication, digital media, market research and branding, preparing you for a career in one of the most dynamic industries.

BA or BSc?

A BA might be a better fit if you prefer a focus on the humanities and social sciences, looking at marketing's role in society and consumer behavior. A BSc is more suitable if you have an analytical or technical inclination, often including a stronger emphasis on business strategy, economics, and data analysis

Course Structure

Most Marketing degrees in the UK last three years full time, with many universities offering a four-year option including a placement year or study abroad. Some courses are accredited by the Chartered Institute of Marketing (CIM), giving graduates an advantage when pursuing professional qualifications.

Teaching combines lectures, seminars, workshops, case studies and live projects with industry clients. Assessment methods often include reports, group work, exams, presentations and creative campaign projects.

Typical Modules Might Include

Year 1 – Foundations

• Principles of Marketing

• Consumer Behaviour

• Business Economics

• Marketing Communications

• Market Research and Data Analysis

• Introduction to Digital and Social Media Marketing

• Business Environment and Management

Year 2 – Core Development

• Brand Management

• Marketing Strategy and Planning

• Digital Marketing and E-Commerce

• Services Marketing

• Advertising and PR

• Customer Relationship Management

• Applied Market Research

  
  

Year 3 – Specialisation and Application

• Global and Cross-Cultural Marketing

• Integrated Marketing Communications

• Sustainability and Ethical Marketing

• Retail and Luxury Brand Marketing (optional)

• Marketing Analytics

• Dissertation, consultancy project or live client campaign

Many universities encourage internships or placements in marketing agencies, retail, or corporate organisations to give students valuable practical experience.

Useful A-Level or BTEC Subjects

Entry requirements vary, but helpful subjects include:

• A levels: Business Studies, Economics, Media Studies, Sociology, Psychology or English.

  
  

• BTECs: Business, Enterprise or Creative Media are widely accepted, especially with strong grades.

  
  

• International Baccalaureate: Business Management, Economics or Social Sciences at Higher Level are often preferred.

  
  

• Creativity combined with analytical thinking provides a strong preparation.

What Makes a Strong Application

• Marketing courses look for students who are creative, commercially aware and good communicators. A strong application includes:

  
  

• Good grades in relevant subjects.

  
  

• Work experience or extracurricular activities, such as running social media accounts, part-time retail jobs, or volunteering on school events.

  
  

• A personal statement that highlights creativity, problem-solving, interest in consumer behaviour and awareness of marketing trends.

  
  

• Examples of initiative, like running a small business, blog or online campaign.

  
  

Transferable Skills You Will Develop

A Marketing degree helps you build highly employable skills, including:

• Creativity and communication – designing and presenting campaigns.

  
  

• Consumer insight and analysis – understanding buyer behaviour.

  
  

• Digital and social media skills – using online tools and platforms effectively.

  
  

• Problem-solving and adaptability – responding to market changes and trends.

  
  

• Teamwork and leadership – working on group projects and managing campaigns.

  
  

• Strategic thinking – planning long-term brand and marketing strategies.

Wider Reading: Recommended Books for Aspiring Marketing Students

To broaden your understanding of marketing before or during your degree, here are four excellent reads:

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

“Influence: The Psychology of Persuasion” by Robert Cialdini – A classic on how people make decisions and how marketers can ethically influence them.

“Building Strong Brands” by David Aaker – A foundational text on brand management and brand equity.

“Purple Cow” by Seth Godin – Encourages creative thinking in marketing, showing how to stand out in crowded markets.

Typical Pay After Graduation

Entry-level marketing roles such as marketing assistant or digital marketing executive typically pay £22,000–£28,000. With experience, marketing managers can earn £35,000–£50,000. Senior professionals such as brand managers, digital strategists and marketing directors can earn £60,000 to over £100,000 depending on industry and organisation size.