Teaching and learning in 2021/22
If government restrictions related to the COVID-19 pandemic are required during the 2021/22 academic year, we are planning to teach through a flexible combination of online and onsite learning, in order to prioritise the safety of students and staff. For more details on changes to this course, see our planned undergraduate course changes page or postgraduate course changes page.
Course Overview
Course summary
Marketing lies at the heart of every successful business. By engaging with and understanding the customer’s needs, marketing managers influence the development of products and services, providing advice on the best point of sale and recommending the most competitive price. They identify and make sure the target market knows what’s on offer – in increasingly more creative and dynamic ways.
You can also boost your employability by gaining additional qualifications with the Institute of Data and Marketing (IDM) and/or the Chartered Institute of Marketing (CIM) – our status as a CIM Graduate Gateway institution entitles you apply for exemptions from modules on its professional qualifications, while you can gain IDM’s Award in Digital Marketing during the Digital Marketing Essentials module.
Since our marketing degrees share a common first year, you get to experience all the main areas in marketing whilst retaining the flexibility to change course at the start of your second year.
Incorporating the latest marketing strategy, tools and techniques, the modules you study will develop your understanding of the theoretical and practical aspects of all areas of marketing. You will gain awareness of the global, cultural, social, economic and ethical professional environment within which marketers now operate. Acknowledging the importance of digital techniques and social media marketing, you’ll have access to our new digital marketing lab, Switch 23, which is set up to mimic a creative agency with a large touch screen that students can connect to using laptops and mobile phones.
Marketers, perhaps more than in any other area of business, need to be able to work effectively in teams, solve problems, think critically and creatively, and present their ideas persuasively. Developing these transferable skills and more, you’ll also discover the connections between marketing teams and other functional business areas.
You’ll gain hands-on experience working on live client briefs from external marketers, analysing performance and customer research, as well as using relevant internet-based technologies for marketing, such as Google Analytics. As part of the Marketing and Planning module, for example, students previously developed marketing solutions for an international brand, presenting their recommendations online to the International Marketing Director, who was based in Milan.
As a professional marketer, you will graduate with the skills and knowledge to work in-house for an organisation or a creative agency or become a freelance consultant.
Top reasons to study with us
- Professionally focused course with chance to gain additional professional qualifications from the Institute of Data and Marketing (IDM) and the Chartered Institute of Marketing (CIM)
- Digital Marketing Essentials module incorporates a professional Award in Digital Marketing from the IDM
- Marketing degrees share a common first year, giving greater flexibility when choosing your specialism
- Option to spend one semester or one year studying abroad at one of our partner institutions, gain valuable work experience, or a combination of both. For example, one previous student worked as a marketing executive for ICG Medical
- Opportunity to study a foreign language as an optional module in each year of study: one of our students chose to learn Japanese and spent a year studying at Waseda University and working as an intern at SMEJapan in Tokyo
- Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain professional experience working for Westminster Business Consultants
- Guest lectures from industry practitioners have previously included speakers on the use of Google Analytics, and speakers from IBM, Tableau, Coca Cola and LinkedIn
- Programmes are delivered by a multicultural and international teaching body, who come from professional practice and/or regularly publish in top international journals
Course structure
Our degrees in marketing have a shared first year which allows you to experience all the main areas in marketing before you finalise your degree to match your career choice, focusing on either international marketing, marketing management or marketing communications.
The following subjects are indicative of what you will study on this course.
You are introduced to key marketing and digital marketing theories, concepts and emerging marketing tools and techniques. We focus on the customer, examining buyer behaviour and the factors which affect perceptions and purchase decisions.
Subjects of study include:
- Buyer Behaviour
- Digital Marketing Essentials
- Professional Development for Marketers
- Fundamentals of Marketing
- The Global Marketing Environment
You will also have the opportunity to take an option module that broadens your skills or helps you to gain more in-depth knowledge of your specialist area. Your option module may be a foreign language.
Credit Level 4
You’ll learn how to deliver a marketing research project, designing appropriate research, gathering primary and secondary data, conducting both qualitative and quantitative data analysis, and using the findings to improve marketing decision-making. Optional modules allow you to choose topics that interest you most. For example, retail marketing examines the challenges facing online and store-based retail multiples and the drivers behind industry change, drawing on real-life experiences from the worlds of fashion and food retailing. In B2B marketing, you’ll be introduced to the complex buying and selling relationships between organisations and marketing issues, such as e-commerce, key account management and supply-chain ethics. Other options offer you the opportunity to consider ethics and social responsibility in marketing, the use of social media in marketing or as a Sports enthusiast you can consider the Sports Marketing module.
Subjects of study include:
- Developing your Professional Brand
- Marketing Metrics
- Marketing Research
- Product and Brand Management
Plus two options from: Ethics and Social Responsibility in Marketing, Marketing B2B, Marketing Services, Retail Marketing, Social Media Marketing, Sports Marketing or other areas of business, including languages.
Credit Level 5
Professional experience or Study Abroad year
Between Years 2 and 3 you can undertake a one-year business placement. Past students have completed placements in a variety of SMEs and prestigious organisations including British Airways, Disney UK and Heinz. Alternatively you can study abroad at one of our partner institutions. You can also choose to split your year abroad into a first semester exchange and a second semester work placement, both conducted overseas, or undertake a placement year overseas.
We continue to expand your knowledge of marketing management, learning how to use the metrics you have already studied to analyse the data collected and use this to inform marketing strategy decisions. In addition, you will look in greater depth at how brands promote themselves using the various marketing communication platforms and media. You will also develop a marketing strategy for a live marketing project which in the past has included working with a small business and an international charity.
You have the opportunity to undertake a dissertation where you will research a topic of your choice. For instance, you might analyse how a new product is launched into the market, how influencers are being used to market brands through social media and how brands amend their messages throughout the customer journey. Alternatively, you could look at how a company builds engagement to retain its customers or how a brand can improve its ranking on search engines.
Subjects of study include:
- Analysing Problems and Designing Solutions for Marketing
- Marketing Analytics
- Marketing Communications
- Marketing Management
Plus two options from: Destination, Cultural and Heritage Marketing, Interactive and Digital Marketing, Global Marketing Management, New Product Development, Contemporary Selling and Sales Management, a Dissertation or other business areas, including languages.
Credit Level 6
Programme recognition
As a Graduate Gateway Institution with the Chartered Institute of Marketing (CIM), the content of our degree has been mapped against CIM qualifications to apply exemptions for modules. This provides a unique opportunity to gain a professional qualification or award alongside your marketing degree and means that for most CIM qualifications, you only have to take one assessment instead of the usual three. You can also take the IDM Award in Digital Marketing as part of the Digital Marketing Essentials module in your first year.
Programme Specification
For more details on course structure and modules, and how you will be taught and assessed, see the programme specification.
For general enquiries about the course, please email [email protected]
To request an accessible version of the programme specification, please email [email protected]
Careers
Marketing is a dynamic sector, which offers the chance to pursue careers working abroad or for companies that trade all over the world. Our marketing degrees are designed to develop your analytical and problem-solving, providing you with a breadth of knowledge in business, along with the specialist knowledge required to carry out strategic marketing in challenging new contexts.
Past graduates of this degree have found successful employment in marketing roles such as: management trainee, retail manager, marketing trainee, market research assistant, advertising trainee, PR assistant, sales promotion executive, trainee brand manager, global brand assistant. Increasing numbers of students progress to further study on graduation: either taking professional qualifications or staying on for postgraduate study.
The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.
Develop your innovation & entrepreneurial skills in The Big Idea competition, sponsored by Santander.
Learn how to use social media in your job hunt or LinkedIn to kickstart your career.
Develop your cultural intelligence – or ‘CQ’ – studying alongside students and staff representing more than 100 nationalities.
Industry links
As well as the links the institution and individual staff have with professional bodies, including the CIM and IDM, many of the staff who currently teach on this course have extensive professional experience in a range of business sectors with many staff maintaining links with industry through consultancy and training work.
Through our Alumni Voices series, you’ll also hear from former postgraduate Marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.
Job roles
The course will prepare you for a wide variety of roles in business. Examples of these from our recent graduates are:
- Advertising executive
- Brand manager
- Management trainee
- Market researcher
- Marketing associate/manager
- Marketing strategist
- Product development officer
- PR officer
- Social media executive/manager
Westminster Employability Award
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
International Opportunities
Many of our courses offer international study and work experiences, and the University provides other global opportunities that all students can apply for - so whatever you're studying, you'll have the chance to go abroad.
Opportunities could include:
- Taking part in semester or year-long exchanges at institutions around the world
- Attending an international summer school or field trip
- Developing your CV through volunteering or work placements abroad
International experience broadens horizons, boosts self-confidence, and improves global understanding, alongside being fantastic for your career.
Find out more about our international opportunities, including funding options and where you can go.
Course Leader
Dr Felicity Hardley
Senior Lecturer
Dr Felicity Hardley is a Senior Lecturer at the University of Westminster in the School of Management and Marketing and specialises in teaching marketing communications, strategy and digital marketing on both the undergraduate and postgraduate programmes including the MBA.
Felicity is a passionate teacher with over ten years of teaching experience who earned her PhD at Monash University in Australia in 2004. Since then, she has gained years of experience working as a marketing strategy and research consultant across a variety of industries including pharmaceuticals, logistics, telecommunications and agriculture.
Combining a natural inquisitiveness with a love of learning and applying new concepts, she is very interested in working with students from all different backgrounds and looking at where individuals can excel.
Without marketing, organisations cannot thrive effectively. Marketing is the bedrock of well-designed products, services, apps, charities and social movements that meet unmet consumer and business needs. It is fascinating to see how this cornerstone element of business has evolved and importantly how social responsibility needs to underpin all that we do.
Course Team
Why study this course?
Link theory to global practice through real-life case studies, guest lectures and live marketing projects.
Build connections with peers, marketing professionals and future employers through our links with the CIM and IDM.
Get the chance to gain additional professional qualifications from the Institute of Data and Marketing (IDM) and the Chartered Institute of Marketing (CIM).
Open days
Join us at an open day either on campus or online or information session and get a feel for student life at the University of Westminster.
You'll get a chance to:
- Speak to our academic staff
- Take an in person virtual reality tour of our student halls
- Ask us any questions you may have about student finance and accommodation
- Find out more about the courses you are interested in
- Meet and talk to current students about their experiences
Entry Requirements
- A Levels – BBC to ABB
- International Baccalaureate – 112 to 128 UCAS Tariff points from the IB
- BTEC Extended Diploma – DMM to DDM
- BTEC Diploma – D*D*
- Access – 112 to 128 UCAS Tariff points from the Access course
In addition to one of the above, you should have:
- GCSE English Language grade 4/C – IB grade 4 Higher Level, GCSE Maths grade 4/C – IB grade 4
If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.
We also welcome applications from students who are taking a combination of qualifications listed above. For further information, please contact Course Enquiries.
View more information about our entry requirements and the application process
- International Baccalaureate – 112 to 128 UCAS Tariff points from the IB
If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.
More information
International Foundation course
We work in partnership with Kaplan International College London to provide Foundation courses for international students who do not meet our Bachelor’s degree entry requirements. For more information visit the Kaplan International College website.
Learn new skills
Develop your creativity to think outside the box.
Learn to critically evaluate the strategies that managers use to help organisations adapt in an uncertain or complex environment.
Improve your problem-solving skills to better understand and tackle people management issues.
Westminster Business School blog
Read our blog and get an insight into life and studies at Westminster Business School.
Fees and Funding
UK tuition fee: £9,250 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
EU Qualifications Welcome Award Scheme
If you are an international student accepted on an undergraduate programme starting in September 2021 on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.
Funding
As well as tuition fee loans, there is a range of funding available to help you fund your studies.
Find out about undergraduate student funding options.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
International tuition fee: £14,400 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
EU Qualifications Welcome Award Scheme
If you are accepted on an undergraduate programme starting in September 2021 on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction of £4,500 per year, which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.
International student funding
Find out about funding for international students.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
Student work
In September 2019, during the first week of term, first-year marketing students spent the day visiting the Tower of London, exploring over a thousand years of history at this famous attraction. The main objective was to bring together new students across all of the University’s marketing programmes, including Marketing Management BA, Marketing Communications BA, International Marketing BA and Business Management (Marketing) BA.
Students were also given a series of marketing challenges to undertake, all relevant to their areas of study. These involved developing marketing plans and promotional campaigns to build awareness of the Tower of London across the world and attract more visitors. As well as making friends and developing their teamwork skills, students had a taste of what it’s like to work as a marketing manager or for an advertising agency.
Find out more about this field trip on our WBS blog.
Marketing Management Module Leader Jose Ruiz-Alba has been working closely with students to customise teaching sessions to enhance students’ engagement. Meeting with a group of students’ representatives every week to share comments, suggestions and initiatives, the students have actively participated as co-creators of academic materials (short case studies, short videos, reports). One of the projects they initiated – a case study with guest speakers – consisted of working with business leaders who had particular marketing challenges in their companies. Once the main challenges were identified by the companies, students started working in groups to offer marketing solutions. One of the companies, AMC, has an annual turnover of 1.3bn and three of its senior managers came from Spain to have a session with the students to discuss and refine the proposed marketing solutions.
Teaching and assessment
Your learning experience is designed to provide both a practical and theoretical understanding of the theories, frameworks and ideas related to business, focusing on the study of organisations, management and the changing environment in which they operate. Employability and enterprise are strongly embedded in the modules through the use of practical activities, such as the live simulations and case study analysis.
To assist the learning experience, we provide reading lists, lecture and seminar materials in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools so you can refer back to them.
How you’ll be taught
Through a variety of teaching methods – from traditional lectures and seminars to case study analysis, project work, videos, podcasts and workshops – we aim to bring study to life by incorporating real-world experience. For example, in a flipped classroom, you will be asked to investigate business case study in advance, which will cover a variety of important business concepts, or we may learn by having a debate, which helps to develop your skills of persuasion and influence.
Businesses increasingly operate with teams of specialists. They require people who can communicate and interact effectively within a team – recognising and supporting leadership, being proactive in leadership, negotiating, and managing conflict. You will be encouraged to work in groups with other students, developing your teamworking and problem-solving skills, while providing an opportunity to learn to value the views of others, give and receive constructive feedback.
Many of our academic staff either have substantial business experience in previous careers across the range of business disciplines or combine research and enterprise in their teaching, through consultancy or working with business on a variety of projects for knowledge exchange.
In the following graph you'll find examples of how study time has been distributed in the past (data from the academic year 2019/20). Changes to division of study time may be made in response to feedback and in accordance with our terms and conditions. Learning typically falls into three broad categories:
- Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
- Placement: placement hours normally include placement opportunities, but may also include live projects or virtual activity involving employers
- Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment tasks, or revision
How you’ll be assessed
Using a wide range of techniques, you can expect to be assessed on the learning outcomes of your course in core modules through coursework in the form of essays, reports, presentations, case studies as well as time-constrained in-class tests and exams.
We try to make assessments as practical and relevant as possible, incorporating the type of work required by future employers, for example, the need to develop marketing recommendations and present them to clients.
In the following graph you'll find an indication of what you can expect (data from the academic year 2019/20). Changes to assessment weights may be made in response to feedback and in accordance with our terms and conditions. Assessments typically fall into three broad categories:
- Practical: examples include presentations, podcasts, blogs
- Written exams: end of semester exams
- Coursework: examples include essays, in-class tests, portfolios
Supporting you
Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.
- Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
- Personal tutors — support you in fulfilling your academic and personal potential
- Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
- Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more
Facilities
Course Location
Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.
Westminster Business School
Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.
Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).
Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.
More information
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