Overview
Top reasons to study with us
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5
5th for Student satisfaction for Marketing
The Complete University Guide (2023)
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10
10th for Marketing
The Complete University Guide (2023)
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11
11th for Business, Management and Marketing
The Times and Sunday Times Good University Guide (2022)
BSc Marketing Management brings a strategic focus and emphasis to marketing. This degree helps shape and build you as a future marketing leader, with a year in industry central to your learning experience, while its flexibility means that the programme adapts to you and your evolving strengths and interests.
Programme overviewContinuous changes in global markets and technology mean that marketing managers need the skills to adapt to a marketing landscape in constant flux. Today’s Chief Marketing Officers need to develop not just short-term marketing plans but longer-term future strategies.
We provide an all-round understanding of marketing, studying key areas including Consumer Behaviour, Marketing Communications and Global Markets. You will study all aspects of Market Research, and gain a practical understanding of how marketing and advertising work in an organisational context. In addition, you will have the option of studying various modules from other departments in the Management School to develop your wider management knowledge and acumen. You are supported throughout by an academic tutor – offering pastoral support on academic work, time management, personal matters and everything in between.
You will experience a broad range of learning opportunities, with a strong emphasis on collaborative working, that support your personal development as well as your academic skills. You will take two modules designed to help prepare for and later reflect on your industry placement.
Your placement in your third year is designed to improve your understanding of marketing and management in practice. Previous students have worked with multinational companies such as The Walt Disney Company, Boots and Nike; others have secured roles with marketing agencies, charities and local organisations.
Your final year allows you to reflect on your real-world experience and develop a portfolio of work to impress at any job interview.
Key FactsOur careers team includes a dedicated departmental careers coach who works with you from day one, challenging you to think about where you want to work after graduation, and helping you build and develop your CV with the experience it needs to secure a successful graduate position in a sector and company of your choosing. Past graduates have gone on to positions as Marketing Executives, Assistant Brand Managers and Management and Marketing Officers.
The University will use all reasonable effort to support you to find a suitable placement for your studies. While a placement role may not be available in a field or organisation that is directly related to your academic studies or career aspirations, all placement roles offer valuable experience of working at a graduate level and gaining a range of professional skills.
If you are unsuccessful in securing a suitable placement for your third year, you will be able to transfer to the equivalent non-placement degree scheme and would continue with your studies at Lancaster, finishing your degree after your third year. The University offers a range of shorter placement and internship opportunities for which you would be welcome to apply.
Programme outcomes
This is a career-focussed programme that equips you with the marketing and management skills required to lead in a marketing-led business environment. The broad range of modules available throughout this programme allows you to build a degree that makes the most of your strengths and interests, setting you apart from the competition and giving you a real point of difference at interview.
Your department
Course accreditation

As part of our accreditation, students who study on this course will also gain exemptions from professional CIM qualifications. You would only need to pass one module to complete the CIM Certificate in Professional Marketing or Professional Digital Marketing or two modules to complete the CIM Diploma in Professional Marketing or Professional Digital Marketing. This gives you the chance to further stand out in the job market with a professional qualification alongside your degree.
Learn more about the CIM accredited degree accreditationCareers
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 Careers 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.
Entry Requirements
Grade Requirements
A Level AAB
GCSE English Language grade B or 5
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.
Other Qualifications
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 ugadmissions@lancaster.ac.uk
Course Structure
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 to complement your main specialism. 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 please visit our Teaching and Learning section.
The following courses do not offer modules outside of the subject area due to the structured nature of the programmes: Architecture, Law, Physics, Engineering, Medicine, Sports and Exercise Science, Biochemistry, Biology, Biomedicine and Biomedical Science.
Information contained on the website with respect to modules is correct at the time of publication, and the University will make every reasonable effort to offer modules as advertised. In some cases changes may be necessary and may result in some combinations being unavailable, for example as a result of student feedback, timetabling, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes and new research.
Core
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Introduction to Marketing
This module is designed to give students a broad and critical introduction to the subject of marketing through a series of lectures and seminars. A comprehensive range of topics are taught at foundational level which you will then explore further in your second and final years. Subject areas that you will study include Understanding Markets, which examines how markets are created and sustained, Consumer Behaviour, Marketing Communications, Marketing Research and Innovation.
Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as current stories from the press and marketing media. Assessment consists of coursework including an individual essay and a group-based business report, and a Summer exam which is largely essay-based. As part of your studies on this module, we will help you to develop all of the necessary academic skills to succeed in your first year at University and throughout your degree.
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Marketing Learning Community - First Year
This module is all about personal development and is taken by all students in the Marketing department. It is designed to help you develop academic skills to support your studies at University, and employability skills to help you achieve your future career goals.
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Preparation for Placement
During this Preparation for Placement module, you will learn about the skills and expertise employers expect you to evidence; how to produce excellent CVs and cover letters; how to make an impact on application forms, what to expect at interviews and assessment centres. You will get to hear from final year students about their placement experience and a chance for you to learn about the placement opportunities on offer meeting graduate employers.
Core
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Consumer Behaviour
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.
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Marketing Learning Community - Second Year
This module runs alongside your academic studies to help you with academic and employability skills.
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Marketing Research
This module introduces the key concepts and techniques in marketing research and the analysis of marketing problems. The 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.
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Marketing Simulation
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.
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Routes to Market
This module provides students with knowledge and understanding about the various decisions, actors and actions involved in transforming the product from its raw state through to one desired by consumers, and to the mechanisms whereby brand owners work with retailers to ensure shoppers’ access to the product. 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 how brand owners coordinate with retail (possibly also wholesale) actors to ensure optimal product placement and communication at the point of purchase. 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.
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Work Based Learning
This module, is scheduled for one week in the Lent Term of Year 2 and is the first in a series of compulsory modules designed for students undertaking a placement in Year 3.
This first module takes the form of a number of lectures, workshops and seminars and combines academic work with work-based learning and careers knowledge of placement opportunities in preparation for the placement year.
Optional
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Advertising
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.
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Digital Marketing
The module gives students a unique opportunity to engage with leading-edge industry-driven and academic questions driving digital marketing. The module aims to stimulate students’ thinking and understanding around such questions as: How can we create data-driven, effective digital marketing campaigns? How does the consumer decision-making journey change in a digital space? How does digital technology transform marketing strategy in a business-to-consumer and business-to-business context? Why do so many companies fail in managing cyber-risk despite having cybersecurity measures in place? Apart from engaging with academic perspectives, students will practice real-life integrated digital campaign planning using industry-leading global data from ComScore.
An industry speaker will provide input to ensure that this remains an industry relevant module.
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Social Media Marketing
This module will offer students the chance to explore various forms of social media in the context of digital marketing and online consumer culture. Students will develop awareness and gain insights into a diverse range of topics such as social media tools, mobile marketing, online consumption environments, virtual identities and online consumer behaviour, online consumption experiences, and the rise of virtual economies amongst others. Module will also explore current and potential trends in the digital environment.
Core
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Work Based Learning
This module aims to bridge the gap between the workplace and study and to provide a closer link between activities undertaken on the placement and the academic programme. While on placement students submit a negotiated learning agreement followed by monthly reflective learning logs.
Core
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Marketing Learning Community - Final year
In the final year this module focusses primarily on perfecting your employability skills to get the graduate job you want.
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Marketing Management in Practice II
In year 4, students will be expected to utilize knowledge attained through The Management of Marketing module besides utilizing the digital learning materials of the Marketing Management in Practice module. In this year, students will also have the opportunity to choose from a range of related optional modules which will contribute to their understanding of domestic and/or international marketing matters. Students will be required to attend a module support sessions, group report progress meetings with the module leader, with opportunities to discuss and receive formative (i.e. non-assessed) feedback on the progress of their group report. The learning materials in year 4 will cover the following themes:
Marketing management in mature enterprises
Success and failure in mature enterprises
Sustainability and competitiveness of mature enterprises
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The Management of Marketing
In this module, we explore how marketing activities are managed in businesses, organisations and markets. Our focus is on three levels- namely, individuals, organisations and market place. Our understandings of marketing management are to a large extent shaped by theories and evidence on consumer behaviour in various markets. With this module, we turn our attention to managers and how they should make sense of and take action towards creating values for consumers and clients, their own businesses and organisations, and society at large. We approach this management question from multiple theoretical perspectives- namely, organisational and institutional theory, behavioural sciences, and marketing. We critically review these perspectives to understand how they construct and study the tasks of judgement and decision-making for marketing managers. We then employ these perspectives to identify and evaluate the opportunities and challenges contemporary marketing managers face within businesses, organisations, markets and society. These relate to technological advances and innovation, globalisation and its discontents, the inclusivity and exclusivity of consumption, marketing ethics, sustainability and climate change.
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Work Based Learning
On return from placement for the final year of the degree, students engage in group presentations. They present their work-based learning experience in small groups and critically reflect on, and draw out, relationships between theory and practice. Students also complete a portfolio of professional practice, to show the links between theory and practice, and an extended essay which takes the form of a critical reflection on work-based learning experiences.
Optional
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Advanced Topics in Consumer Behaviour
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.
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Brand Strategy
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, symbolic, and material 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. We will also critically evaluate the role of branding in society and we will trace the history of “the modern brand”. 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 possible future brands and the necessity of branding in a changing world.
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Business-to-Business Marketing
In this module, we bring to the forefront this often less visible but vast area of marketing to help you develop a more holistic understanding of how markets work and how they are created and shaped. We explore marketing concepts familiar to you as a marketer but broaden them by looking at the multiplicity of actors involved in marketing and in market making. Specifically, we unpack the activities in which organisations are involved and deployed to engage in markets. The module considers marketing in a range of contexts and critically discusses contemporary trends in B2B marketing practice and theory.
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Critical & Creative Communications
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.
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Global Marketing Management
As marketing activities become 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 assessment-centred seminars to examine 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.
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Managing Marketing Innovation
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.
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Strategic Marketing
The module "Strategic Marketing" aims to equip students for a career in strategic marketing management in various industries, which may include among others fast moving consumer goods and retailing, automotive, consulting services or the luxury sector. It is essential for students to obtain a solid understanding of various perspectives on strategy and to develop the ability to evaluate, design and implement sustainable and profitable marketing strategy. The module combines a critical academic perspective on strategy research with applied and practicable models and frameworks essential to developing strong marketing plans. The module aims to stimulate the student's thinking around such questions as: Why do some products or services succeed and others fail? How do you design a profitable and sustainable marketing strategy? What are the challenges involved in developing and implementing marketing strategy? Is marketing strategy a planning framework or improvised practice?
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Strategic Negotiation : Making Sustainable Deals
The key theme of this module is to learn how to negotiate and make sustainable business deals. Strategic negotiations are highly relevant in today’s interconnected business landscape. 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 module 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.
Fees and Funding
We set our fees on an annual basis and the 2023/24 entry fees have not yet been set.
As a guide, our fees in 2022/23 were:
UK | International |
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£9,250 | £21,460 |
Scholarships and bursaries
At Lancaster, we believe that funding concerns should not stop any student with the talent to thrive.
We offer a range of scholarships and bursaries to help cover the cost of tuition fees and/or living expenses.
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Additional costs
There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
College fees
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small college membership fee which supports the running of college events and activities.
For students starting in 2022, the fee is £40 for undergraduates and research students and £15 for students on one-year courses. Fees for students starting in 2023 have not yet been set.
Computer equipment and internet access
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
Study abroad courses
In addition to travel and accommodation costs, while you are studying abroad, you will need to have a passport and, depending on the country, there may be other costs such as travel documents (e.g. VISA or work permit) and any tests and vaccines that are required at the time of travel. Some countries may require proof of funds.
Placement and industry year courses
In addition to possible commuting costs during your placement, you may need to buy clothing that is suitable for your workplace and you may have accommodation costs. Depending on the employer and your job, you may have other costs such as copies of personal documents required by your employer for example.
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Fees in subsequent years
Fees are set by the UK Government annually, and subsequent years' fees may be subject to increases. For international applicants starting in 2022, any annual increase will be capped at 4% of the previous year's fee.
Student Insights - Chris Chomsoonthorn
In his blog, recent graduate Chris Chomsoonthorn shares his thoughts on his degree and the first year of his career." To sum up - my university experience has been essential in my development. I’m grateful for the learning experience at Lancaster, have enjoyed the first year of my career, and am excited for what is yet to come!"
Read BlogStudent Insights
In her blog, recent graduate Keyleigh Packer shares her thoughts on her degree and placement year. 'This course has not only delivered the theories, strategies and key skill essential to gaining my degree, but also the priceless opportunity to put learning into practice'.
Read BlogMaking the most of your marketing degree
In her blog, current student Rebecca Pipes shares her top tips on how to make the most of your marketing degree and develop a compelling CV. "University is the most exhilarating and eye opening experience, but it goes too quickly. I believe the key to making the most of your marketing degree is to stand out from the crowd and this starts with saying yes to amazing opportunities."
Read Rebecca's blogAlumni Profiles

Isabelle Holmes
BSc Marketing Management, 2017
These materials could range from the creation of logos & brands, email communications, digital artwork, and flyers to the graphics used on event stands and even the branding inside a glass lift!

Alessandra Ozuzu
BSc Marketing Management, 2021
It's a great student city with people from all over the world and great hidden gems. The more you explore, the more you find out about how great Lancaster is.
Important information
The information on this site relates primarily to 2023/2024 entry to the University and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
Our Students’ Charter
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. View our Charter and other policies.