also available in 2018
A Level Requirements
see all requirements
see all requirements
Full time 3 Year(s)
In addition to giving you an excellent grounding in Marketing, the course allows you to experience a broad range of learning experiences, such as group projects, enabling you to grow your personal as well as academic skills. You will be able to explore a broad range of modules, both in Marketing and in other subject areas, thereby giving you a breadth of knowledge and experience.
Through your core modules, you will learn about the role and importance of market research and analysis, as well as gaining an understanding of consumer behaviour. You will also learn about Marketing as a management function and socio-cultural phenomenon and develop your knowledge of marketing strategy and industrial marketing.
We make sure all our students have opportunities to gain real world experience, and this course is no exception. On this three-year programme, you will carry out market research projects with ‘live’ clients – including international brands, agencies, charities and local industries – to develop your professional consulting abilities and allow you to apply the theoretical knowledge you have gained to the real world.
Graduates have gone on to positions as Market Research Assistants, Assistant Brand Managers, Account Executives, and Marketing Managers among others.
A Level AAB
GCSE Mathematics grade B or 6, English Language grade B or 6
IELTS 6.5 overall with at least 5.5 in each component. For other English language qualifications we accept, please see our English language requirements webpages.
International Baccalaureate 35 points overall with 16 points from the best 3 Higher Level subjects
BTEC Distinction, Distinction, Distinction
We welcome applications from students with a range of alternative UK and international qualifications, including combinations of qualification. Further guidance on admission to the University, including other qualifications that we accept, frequently asked questions and information on applying, can be found on our general admissions webpages.
Contact Admissions Team + 44 (0) 1524 592028 or via firstname.lastname@example.org
Many of Lancaster's degree programmes are flexible, offering students the opportunity to cover a wide selection of subject areas to complement their main specialism. You will be able to study a range of modules, some examples of which are listed below.
Students must study MKTG101 in Year 1. This year-long module serves as an introduction to the theory, tools and techniques of Marketing, teaching you all the foundational touch-points of Marketing which will be further developed in detail and depth throughout your second and final year. You will explore subject areas such as: Consumer Behaviour, Marketing Communications, Business-to-Business Marketing, Customer Relationship Marketing, Marketing Research and Marketing Management.
Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as contexts obtained from the press and broadcast media. Part of your learning will be based on coursework; much of this will involve working in groups but you will also harness the skills of independent learning through individual course submissions.
Further to this students can choose any two subjects from across the university (subject to availability and timetabling). These subjects need not be Marketing related but some advisable and good subject fits with Marketing are: Accounting & Finance; Design; Law; Economics; Management and Organisation; Media Film and Cultural Studies; Management Sciences; Psychology; Sociology. Such flexibility allows you to choose subjects that excite you, with the ability to then continue with these into your second and final year. This enables the development of not only a strong major in Marketing but a strong minor in other subject areas that you are passionate about.
This module is dedicated to students majoring in Marketing. This module has four interlinked objectives:
Finally, to support the development of a strong community of Marketing students. This module has five non-assessed but fully mandatory requirements to proceed to part 2.
The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. The lectures initially focus on consumers as individuals and then consider more closely the influence of our social experiences on behaviour. The workshops provide a chance to focus on a specialist topic within the field, focusing upon improving academic reading and analysis skills.
This module helps you with employability skills and also gives you training and ideas for how to excel in your academic studies. (MKTG200 is not credit bearing, i.e. it is not formally assessed as part of your final degree.)
This module introduces the key concepts and techniques in marketing research and the analysis of marketing problems. Its main aim is to prepare you for future roles as marketing, product, brand and advertising managers by giving you the skills needed to commission, manage, interpret and use marketing information. It will also prepare you for practical market or advertising research projects conducted in your final year (e.g. MKTG310 & MKTG331). The module covers both qualitative and quantitative research methods, as well as how to run and manage research projects. For the quantitative part of the unit, you will be introduced to SPSS.
The Marketing Simulation gives an integrated overview of the concepts, techniques and skills used in marketing management. This is done via a computer simulation exercise known as “Markstrat”. The objective of the course is to allow participants to develop skills in applying marketing knowledge, running an analysis and planning system, and dealing with the problems arising from working in groups and managing a business under conditions of uncertainty.
This module provides students with knowledge and understanding of routes to market – following the various decisions, actors and actions involved in transforming the product from its raw state through to its presentation in retail and the consumer’s access to it. This understanding is important to all marketers since it allows marketers to communicate with other areas of the organisation (such as manufacturing or logistics) over issues including new product launches, promotional initiatives and so on. A particular emphasis is placed on the retail end of the route to market and the necessary coordination between brand owners and retail (possibly also wholesale) actors. The module therefore provides vital understanding and perspectives to equip you for entry level jobs in areas such as trade marketing, customer marketing, shopper marketing, category management and areas of retail. In many companies a career in brand management can only be accessed through graduate entry level jobs in these areas. The thinking is “if you can’t manage retail partners, you can’t manage brands”.
Throughout the module attention is paid to the international contexts of routes to market, ethical questions in routes to market, modern techniques and shopping behaviour and ICT use in routes to market. Examples are drawn especially from product areas students are familiar with.
The overall aim of this course is to develop an appreciation and understanding of the fast-moving and multi-faceted world of advertising from both a theoretical and managerial perspective. This course will focus on advertising within the private sector and will cover a number of contemporary issues in advertising, including social and ethical issues, international advertising and advertising regulation. On completion of this course, students should be able to demonstrate a clear understanding of advertising theory, strategy and execution.
The module gives students an opportunity to investigate both established and emerging forms of digital marketing. Initially the focus is on integrated digital campaign planning. Commercial web analysis tools, provided by comScore, a global leader in this area, will be used to assess consumer web browsing behaviour on corporate and social websites, to inform campaign decisions. Topics discussed will include: integrated campaign planning; search marketing; digital advertising, in particular display advertising; the consumer decision journey and approaches to using commercial software. However, this does not require a statistical approach.
Building on the knowledge of data-driven, integrated digital campaign planning, the module introduces students to strategic aspects of the ongoing digitalization of marketing activities. The aim is to explore how marketing in the digital space is not an isolated or ‘add on’ element to established marketing strategy, but increasingly becomes an integral and ‘blended’ part of key business-to-business and business-to-consumer activities. Value creation will be discussed in the context of, for example: the internet of things (IOT); personal, connected, devices (eg trackers); and innovative digital services.
This module provides an opportunity to investigate both established and emerging forms of digital marketing. The underlying themes and principles of the dynamic world of digital media will be explored alongside discussion of topics such as viral and word of mouth campaigns, search engine optimisation, social media and digital analytics. The module will also examine why digital marketing has become so important to various stakeholders before investigating applied digital display advertising using leading industry tools for commercial web analysis.
This module helps you further develop your employability skills to get the graduate job you want. It also gives you training and ideas for how to get the degree that you are hoping for. (MKTG300 is not credit bearing, i.e. it is not formally assessed as part of your final degree.)
This module allows you to work in a team to negotiate, design, and deliver a market research project. The projects are live cases, usually for local companies or charitable organisations, in which you, working with your supervisors, have responsibility for all aspects of the project, including budget and final presentation. You will develop working practices, produce an agreed research project, undertake appropriate research, and produce a professional client presentation and report. This module has been redesigned to give final year students additional focused help with their quest to obtain good quality graduate employment.
This module aims to provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff. The module adopts a topic-based model; a typical syllabus would include self and identity in consumer behaviour, consumers & communications, theories of consumption, children as consumers, consumers & culture, consumer research applications in the public policy domain and consumers & ethics.
This module will provide students with a managerial and critical understanding of how brand strategy must integrate and balance a variety of perspectives such as the social, cultural, and creative dimensions of contemporary consumer culture with the managerial and economic determinants of organisations. Students will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in the real marketplace contexts. A range of theories, concepts, strategies and practices designed to build, evolve and sustain brands will be addressed across a range of categories, product types and industries. Students will be encouraged to think for themselves about the role brands currently play in cultures of consumption around the globe.
This module looks at the less visible but vast area of marketing to help you understand how ideas familiar to you as marketers apply in business-to-business settings. The module aims to deepen your understanding of business-to-business markets and of the marketing activities that organisations engage in with respect to these markets. The module aims to consider a range of contexts but focuses to a large extent upon contemporary trends in B2B marketing practice and theory.
The module concerns the communications strategies and techniques used by new social movements, brands and people. We will study a spectrum of tools and media of communications, such as lobbying, design, sustainable communications (and greenwashing). Students will use action learning to develop a campaign strategy and creative work for a major UK government campaign. We will examine how protesters and social activists use communications, and students will be encouraged to think critically about how communications shape societies and human values.
As marketing activities become more and more internationally focused, firms are increasingly looking for prospective employees with the knowledge and skills to address the new challenges and opportunities associated with globalisation. This module combines the latest research in the field of international marketing; providing insights, theories, concepts and tools that enable students to navigate the global market. Students will take part in interactive lectures and case study analysis that examine the trends in global marketing management. The module will also pay special attention to emerging markets and the roles they play in invigorating marketing theories and practice.
The aim of the module is to introduce students to theoretical frameworks and empirical evidence of contemporary innovations in markets and an exploration of marketing activities that support them. Students will be given time and opportunity to reflect on their learning and to discuss their emergent understanding. They will have the opportunity to explore challenges faced by managers of innovation, as well as comparing potential outcomes of marketing management decisions in real world scenarios.
The module begins by identifying marketing innovations, followed by exploring the issues of why firms are thought to either typically succeed or fail in business. From here students will be encouraged to explore the changing business environments within which firms must survive. The module will be organised around six themes: (i) Creating Innovations (ii) Developing an Innovation Strategy (iii) Building the Innovative Organization (iv) Managing the Innovation Process (v) Capturing the Value from Innovations (vi) Emerging of the Contemporary Innovations in Markets. We see how Social Innovation, Innovations for Emerging Markets and Sustainability-led Innovation are emerged and contribute to the global markets.
This module aims to introduce students to the theoretical and research issues surrounding the fast expanding field of service marketing. It is designed to develop an understanding of the special context and techniques in the marketing of services. For those who recognise the crucial role that services play in the economy and its future, this module aims to develop an appreciation and understanding of Services Marketing from a theoretical point of view as well as business and management context. This module explores frameworks for understanding the nature and characteristics of services, and how these help in formulating marketing strategies and planning marketing tactics in relation to services. This is achieved through exploring the key theoretical foundations for services marketing, including the models and frameworks associated with the marketing of services and examining how these are employed by managers in service based companies. Other more common topics in services will also be addressed, including service quality; the role of people in service organisations; service encounters and moments of truth; customer satisfaction; customer retention; services branding and strategic issues.
In this module on Strategic Marketing the key word is "strategic". Hence it is essential for students to obtain a solid understanding of the various perspectives on strategy. This understanding of strategy is of utmost importance as the marketing decisions must be consistent with the company's strategic choices. Often strategic planning is confused with strategy, and this module will highlight the nature of this crucial distinction by reviewing and highlighting the importance of each in Strategic Marketing. This module will focus upon applying relevant concepts and theories to appropriate contemporary developments as well as feature case studies.
Students will learn how to negotiate and make sustainable business deals, not short-term persuasive negotiation tactics, instead, long-term business deals that are economically, socially and environmentally sustainable. Strategic negotiations are highly relevant in today’s interconnected business landscape. The resources that are necessary for companies to solve their problems, gain and retain customers, launch and re-launch new products or services, and develop profitable business. The resources that companies need are widely dispersed among many actors within networks of inter-connected business relationships. Companies need to negotiate with multiple stakeholders, such as suppliers, customers, agencies, governments and authorities to be able to access the resources that they need. A strategic deal that companies would need is not a fixed entity but rather the outcome of long and time-consuming negotiations that affect further negotiations. The course will examine 1) the strategic challenges that companies face in their markets today, 2) the analytical tools that are needed to make sustainable business deals, 3) the biases and errors in deal-making 4) the various ways by which business deals are manifested and 5) the managerial implications of strategic negotiations.
This module focuses upon those individuals and organizations who are regarded as the most influential or powerful individuals/organizations in their chosen field and beyond. These are the individuals whose leadership or challenge to the status quo transforms their immediate arena and beyond. In so doing this class is broad in coverage affording study of prominent leaders and artists, as well as the context of their operations. The module incorporates important aspects of strategy and leaderships as well as marketing. It is suggested that examination of these individuals provides valuable lessons for corporate marketers.
Lancaster University offers a range of programmes, some of which follow a structured study programme, and others which offer the chance for you to devise a more flexible programme. We divide academic study into two sections - Part 1 (Year 1) and Part 2 (Year 2, 3 and sometimes 4). For most programmes Part 1 requires you to study 120 credits spread over at least three modules which, depending upon your programme, will be drawn from one, two or three different academic subjects. A higher degree of specialisation then develops in subsequent years. For more information about our teaching methods at Lancaster visit our Teaching and Learning section.
Information contained on the website with respect to modules is correct at the time of publication, but changes may be necessary, for example as a result of student feedback, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes, and new research.
Our degree courses produce graduates of the highest calibre who go on to work in marketing functions for the UK’s most prestigious employers. Over 90% of our students typically get graduate marketing jobs with blue chip advertising and marketing services agencies or in marketing functions in corporations such as Cadbury, Mattel, Johnson & Johnson, Marks & Spencer, IBM, Unilever and Sainsbury's.
Recent Marketing graduates have started their careers as market researchers, assistant brand managers, e-marketing executives and marketing consultants while Advertising and Marketing alumni have found work with a variety of businesses and creative agencies in account management, research, media planning and buying, and digital advertising roles.
Other graduates have diversified into sales, recruitment and finance; some are studying for professional marketing qualifications while working and some have decided to continue their studies to MSc level, at Lancaster and other universities.
Lancaster University is dedicated to ensuring you not only gain a highly reputable degree, you also graduate with the relevant life and work based skills. We are unique in that every student is eligible to participate in The Lancaster Award which offers you the opportunity to complete key activities such as work experience, employability awareness, career development, campus community and social development. Visit our Employability section for full details.
Lancaster Management School has an award winning careers team to provide a dedicated careers and placement service offering a range of innovative services for management school students. Our high reputation means we attract a wide range of leading global employers to campus offering you the opportunity to interact with graduate recruiters from day 1 of your degree.
We set our fees on an annual basis and the 2019/20 entry fees have not yet been set.
As a guide, our fees in 2018 were:
Some science and medicine courses have higher fees for students from
the Channel Islands and the Isle of Man. You can find more details here:
For full details of the University's financial support packages including eligibility criteria, please visit our fees and funding page
Students also need to consider further costs which may include books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation it may be necessary to take out subscriptions to professional bodies and to buy business attire for job interviews.
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BSc Marketing, 2010
LUMS provides immense scope for creativity and intellectual growth, and opportunities for networking with corporate leaders.
BSc Marketing, 2014
In today's graduate job market, I believe that having studied abroad will set me apart from other employees.
Typical time in lectures, seminars and similar per week during term time
Average assessment by coursework