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Graduates from this course have gained employment with a wide range of organisations

  • Belfast City Council
  • Diageo
  • HMC Global
  • Irish Distillers Pernod Ricard (Jameson Whiskey)
  • Randox

Graduates from this course are employed in many different roles

  • Digital Marketing Coordinator
  • Events and Marketing
  • Graduate Marketing Assistant
  • Jameson Ambassador
  • Sales Executive


Important notice – campus change Students will complete the next two years on the Jordanstown campus (academic year 2019/20 and 2020/21). Thereafter, from 2021, they may transition campuses. Precise timings will be communicated as we progress through the final stages of the build of the enhanced Belfast campus. Find out more

The BSc Hons Marketing degree produces dynamic graduates who pursue professional careers in the field of Marketing in NI and abroad.


The overarching aim of the BSc (Hons) Marketing course is to provide specialist education in the discipline of marketing which will immerse and engage students in an academically challenging and stimulating educational experience; and, produce dynamic graduates who are intellectually competent and vocationally prepared to build and develop professional marketing careers.

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About this course

In this section


Part-time study at the Jordanstown campus.

Modular in design, each student normally will complete 2 modules per semester.

Each semester lasts 12 weeks and is followed by an examination period.

The University regularly ‘refreshes’ courses to make sure they are as up-to-date as possible. The University calls this process 'academic revalidation’. This course will be ‘refreshed’ during the2017/18academic year, with changes put in place for students entering fromSeptember 2018. For the most up-to-date course/ module information, please contact the*Course Director*

Find out about the inspirational teaching on this course.


Students are expected to attend all classes associated with the course and be punctual and regular in attendance.

Start dates

  • September 2019
How to apply

Teaching, Learning and Assessment


The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.

Each course is approved by the University and meets the expectations of:

- the relevant generic national Qualification Descriptor

- the applicable Subject Benchmark Statement

- the requirements of any professional, regulatory, statutory and accrediting bodies.

Attendance and Independent Study

As part of your course induction, you will be provided with details of the organisation and management of the course, including attendance and assessment requirements - usually in the form of a timetable. For full-time courses, the precise timetable for each semester is not confirmed until close to the start date and may be subject to some change in the early weeks as all courses settle into their planned patterns. For part-time courses which require attendance on particular days and times, an expectation of the days and periods of attendance will be included in the letter of offer. A course handbook is also made available.

Courses comprise modules for which the notional effort involved is indicated by its credit rating. Each credit point represents 10 hours of student effort. Undergraduate courses typically contain 10- or 20-credit modules (more usually 20) and postgraduate course typically 15- or 30-credit modules.

The normal study load expectation for an undergraduate full-time course of study in the standard academic year is 120 credit points. This amounts to around 36-42 hours of expected teaching and learning per week, inclusive of attendance requirements for lectures, seminars, tutorials, practical work, fieldwork or other scheduled classes, private study, and assessment. Part-time study load is the same as full-time pro-rata, with each credit point representing 10 hours of student effort.

Postgraduate Master’s courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.

Class contact times vary by course and type of module. Typically, for a module predominantly delivered through lectures you can expect at least 3 contact hours per week (lectures/seminars/tutorials). Laboratory classes often require a greater intensity of attendance in blocks. Some modules may combine lecture and laboratory. The precise model will depend on the course you apply for and may be subject to change from year to year for quality or enhancement reasons. Prospective students will be consulted about any significant changes.


Assessment methods vary and are defined explicitly in each module. Assessment can be a combination of examination and coursework but may also be only one of these methods. Assessment is designed to assess your achievement of the module’s stated learning outcomes. You can expect to receive timely feedback on all coursework assessment. The precise assessment will depend on the module and may be subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.

Coursework can take many forms, for example: essay, report, seminar paper, test, presentation, dissertation, design, artefacts, portfolio, journal, group work. The precise form and combination of assessment will depend on the course you apply for and the module. Details will be made available in advance through induction, the course handbook, the module specification and the assessment timetable. The details are subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.

Normally, a module will have 4 learning outcomes, and no more than 2 items of assessment. An item of assessment can comprise more than one task. The notional workload and the equivalence across types of assessment is standardised.

Calculation of the Final Award

The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6, (which correspond to the second and third year of full-time attendance).

Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.

All other qualifications have an overall grade determined by results in modules from the final level of study. In Master’s degrees of more than 200 credit points the final 120 points usually determine the overall grading.

The aim and objectives of the course will be achieved in a variety of ways through the application of a range of Learning and Teaching methods across all modules which embrace a wide range of technologies including Blackboard Learn and online assessment.


Lectures are the traditional form of communication between the lecturer and the students. However, it must be noted that the term "lecture" is interpreted in a wider sense with an emphasis on encouraging two way communication. Handouts, worked examples, overhead projector presentations and videos are used, but a range of student/group activities are also incorporated to encourage student participation. Similarly, the lectures are structured in such a way as to stimulate and guide further reading and other student activity and to relate to the seminar situations. As the course progresses, the traditional Learning and Teaching mechanism is incrementally reduced in favour of more participative and student-led systems, to encourage students to take progressively more responsibility for their own learning.

Laboratory/practical classes

The objectives of laboratory/practical classes are to develop subject specific skills, reinforce and validate material exposed in lectures, synthesise knowledge and provide opportunities for innovation. The Department has a strong commitment to providing realistic work experiences and various simulated exercises are included in the skills laboratories and through practical sessions.


Seminars are organised for groups of students, under staff supervision. Here the emphasis is on student participation and initiation, with the overall aim of developing independent learning abilities. Each group of students can therefore, consolidate the knowledge gained through lectures and independent study, develop their problem solving and analytical skills and play a more active role in the teaching/learning effort. As the course develops, seminars become a progressively more important teaching/learning vehicle in order to encourage independent and self-centred learning and to develop abilities, attributes and competencies which students will use in their marketing positions. These include the transferable skills of communication, negotiation, group dynamics and self‑presentation. The seminars also feature case studies.

Case studies

Case studies of varying complexity are used within the course. They develop an understanding of the nature and skills of logical reasoning, a capacity for creative thinking and problem solving and a facility for the enhancement of effective communication and interpersonal relations. Many of those in use have been developed by staff, based on previous industrial and/or research experiences. The main aims underlying this learning/teaching mechanism are to allow students to develop powers of analysis and evaluation in defining problems, formulating and implementing solutions and assessing their impact in relation to either the organisation(s) or to the consumer(s) involved.


Tutorials may be conducted on a small group or more usually, on an individual basis. They are used to assist those who are experiencing learning/personal difficulties.


Workshops are forums for open discussion. Students will research aspects of a given topic or case study and will discuss their findings with their peers in the workshops. They also provide a practical vehicle upon which certain theoretical perspectives can be applied, tested and evaluated.

Guest speakers

Guest speakers will be invited to present on a range of issues within particular modules. This exposes students to a wider set of issues and will give them the opportunity to apply their studies in a broader context. It also increases collaboration between the students, employers and external agencies.

Academic profile

The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.

Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).

We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.

Read more

The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.

Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.

Figures correct for academic year 2019-2020.


Here is a guide to the subjects studied on this course.

Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.

In this section

Year one

Fundamentals of Management

Year: 1

The fundamental management functions of planning, organising, leading and controlling are pervasive activities that are central to the operation of organisations and integral to the marketing curriculum. Given that perceptions of the nature of this process of management have changed and continue to change quite radically, it is beneficial also to have informed insights of these changes and the changing external and internal context within which management takes place. The module therefore introduces a coherent range of concepts and ideas that provide the basis for further more specialised study of management.

Personal Employability Skills

Year: 1

This module develops the academic skills including learning to learn in higher education which are embedded as an integral part of the first year curriculum. This module is designed to enable students to acquire and develop employability skills that allow them to maximise their personal effectiveness

Marketing Communications

Year: 1

Various kinds of value artefacts are constructed and exchanged via the Marketing Communications activities and processes engaged in and experienced by marketplace participants. Drawing on a broad range of perspectives, this interdisciplinary module enables students to develop their knowledge and understanding of the creative nature and influence of the diverse array of Marketing Communications activities and processes which permeate the marketplace.

Principles of Marketing

Year: 1

This module provides students with an appreciation of the nature, scope and breadth of the fundamental concepts and principles of marketing. It represents a key underpinning to subsequent marketing related modules within degree programmes.

Year two

Accounting for Marketing

Year: 2

This module gives non-accounting students a basic understanding of the concepts of both financial and management accounting. It is important that students looking for careers in management have a broader understanding of the role played by accountants, and associated personnel, in both an organisation and wider society.It is also important that they gain an understanding of the importance of financial management to an organisation and crucial aspects of this practice including budgeting and costing.

Brands and Branding

Year: 2

This module introduces the wonderful world of brands and branding. It is a world that students think they know, but often fail to fully appreciate. The latter is inculcated through a combination of self-reflection and formal instruction. Appreciation of the managerial dimensions of brands and branding figures especially prominently, though consumer and cultural perspectives also feature.

Marketing Management in Practice

Year: 2

This module develops the fundamentals of marketing and applies the perspective of managerialism to these core principles. In this respect, the module's focus is on the 4 core marketing management activities marketing planning, marketing implementation, marketing leadership and marketing control. The module also explores how these core managerial activities will operate in various marketing contexts.

Marketing Research

Year: 2

This module introduces students to marketing research strategies and methods, allowing them to adequately address marketing research problems. The module aim is to provide an understanding of the scope and focus of market research, the role of market research in decision-making and the nature of marketing research decisions. It seeks to develop the student's ability to identify appropriate research designs, methods and techniques for different types of problems allowing them to analyse, describe, interpret and communicate research findings.

Year three

Marketing Me

Year: 3

This module seeks to prepare students with the skills needed for achieving success in the world of work and improve their employability. Since there is an increasingly competitive graduate (and placement) marketplace it is essential that students develop the ability to reflect on their own strengths and weaknesses and establish an appropriate development plan, this will allow students to market themselves as effectively as possible, thus ensuring they are in the best possible position to achieve a desirable placement and ultimately graduate job.

Consumer Behaviour

Year: 3

The links between consumer behaviour research and marketing theory and practice are well documented. Drawing on perspectives from a range of disciplines (e.g. anthropology, sociology, psychology) the Consumer Behaviour module will enable students to develop their knowledge and understanding of the nature of consumer behaviour and the various ways in which consumer behaviour research can inform marketing decision-making

Entrepreneurial Business Venturing

Year: 3

This module is designed to provide students with an appreciation of and a limited engagement with enterprise. Students will understand that entrepreneurship is a process, and that it is important in their lives. They will learn about the constituencies of the entrepreneurial process, in particluar the importance of creativity and innovation in entrepreneurship and the challenges facing entrepreneurial people in identifying and accessing critical resources. The module invites students to examine their own entrepreneurial potential.

Creativity in Communications

Year: 3

This module examines the role of creativity in developing an effective strategic and integrated approach to marketing communication planning.

Year four

The Digital and Marketing Nexus

Year: 4

This module deconstructs and redevelops the marketing concept within the digital context and through marketing technology. The module equips participants with a meaningful and robust evaluation process through which the application of digital marketing strategy, harnessed through marketing technology can be understood, applied and practiced.

Strategic Management

Year: 4

This module will equip students with the tools necessary to carry out an effective strategic analysis of any organisation. Students will understand the interconnected role of organisational functions which help achieve the strategic mission and goals of an organisation. Furthermore, they will learn the importance of strategic management in enabling organisations to identify, evaluate and respond to the forces and influences that impact upon their organisation.

Research Paper

Year: 4

This module is optional

This module is designed to give students the opportunity to explore an aspect of marketing which is of particular interest to them and to develop a deep understanding of it. Students will be challenged to develop and demonstrate skill in identifying, carrying out and writing up a discrete piece of secondary research using academic concepts, theoretical insights and practical insights acquired on the programme.

Professional Selling and Sales Management

Year: 4

This module is optional

Selling and sales management play a key role in facilitating the exchange relationship between supplier and buyers. This module examines their role within an organisation's efforts to successfully market its products/services to its customers.

Technology Marketing

Year: 4

This module is optional

This module is designed to provide students with an appreciation of the technology marketing interface. Students will understand the importance of marketing to the successful exploitation of technology. The module provides an opportunity for students to explore the practical aspects of developing a technology marketing strategy.

Corporate Branding

Year: 4

This module is optional

Creative Corporate Branding activities strategically influence how stakeholders (e.g. consumers, employees, publics) perceive an organisation's image and reputation. Drawing on a broad range of theoretical perspectives (e.g. corporate/marketing communication, public relations, organisational culture), the interdisciplinary Corporate Branding module enables students to critically explore, explain and evaluate the nature and impact of such activities.

Retail Marketing

Year: 4

This module is optional

This module introduces the essential components of retail marketing and the principles on which retail marketing is based. Students will develop a range of skills, techniques and practices in marketing with specific focus on the retail industry and the environment it operates within.

Sports Marketing

Year: 4

This module is optional

This module introduces students to the important role, characteristics and complex nature of the Small Sports Club market in the UK. It provides students with the opportunity to analyse the business and marketing of sport through the lens of a Small Sports Club. It will provide insights and an appreciation of the role and application of marketing within the Small Sports Club in the UK. The module will introduce students to an initial understanding of the unique and complex sports marketing environment within which they exist; as well as the strategies and tactics that they utilise by identifying, discussing and evaluating the marketing principles and concepts relevant to the small club.

It also seeks to develop the necessary skills to analyse a range of relevant information and to develop and communicate the solutions to problems faced when marketing Small Sports Clubs.

Year five

Innovation and Entrepreneurship

Year: 5

This module is designed to provide students with an appreciation of innovation and entrepreneurship through project work. Students will understand how entrepreneurs exploit opportunities through innovation and the challenges this can pose for marketers. The module explores the nature of market changes that create an imperative for innovation. In addition, students will experience the practical aspects of bringing an innovation to the market place.

Global Marketing

Year: 5

In an increasingly global environment this module seeks to develop students' understanding of the socio-cultural, economic, legal and political variables which will impact on the international decision making and planning processes of an organisation and influence international marketing mix strategies.

Entry conditions

We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.

In this section

A level

A level

Offer in the range BBB - BBA.

Alternatively, if you are a mature applicant who lacks formal academic qualifications, you may be admitted to the course if you can satisfy the Course Committee of your ability to complete the course satisfactorily. Exemptions may be granted from parts of the course where you already hold a higher academic or professional qualification providing evidence of relevant previous studies.


To apply for the part time programme you must satisfy the general entry conditions for the University, which requires that you hold a GCSE (or equivalent) at C or above in Maths and English and that you satisfy the Course Committee that you are capable of study at Higher Education Level.

The programme is fully compliant with the University’s Credit accumulation and transfer system (CATS) and students are eligible to transfer to other relevant programmes.

Exemptions- based on previous successfully completed accredited learning (completed within the previous 9 years) students can seek exemption from up to two-thirds of the programme. While an indication of likely exemptions can be given prior to entry, exemptions are confirmed during the Induction process at the time of entry.


GCSE Profile to include Mathematics with a minimum Grade C.

GCSE Profile to include English Language with a minimum Grade C.

English Language Requirements

English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.

Exemptions and transferability

The majority of students enter the part-time degree programme in year 1 (Level 4). Some students may, however, enter at year 2 or year 3 with appropriate recognition of credit accumulation. The Course Committee requires that such students should have covered substantially the subject matter of the modules in the first and second years of the degree up to their point of entry and have reached an acceptable level of attainment.

There are transfer opportunities within the Ulster Business School where similar/common modules are delivered on other related programmes (e.g. honours programmes in Business). Graduates of the BSc (Hons) Marketing course, Associate Bachelor’s and Marketing Minor would be equipped to progress to more advanced programmes of study.

Careers & opportunities

In this section

Graduate employers

Graduates from this course have gained employment with a wide range of organisations. Here are some examples:

  • Belfast City Council
  • Diageo
  • HMC Global
  • Irish Distillers Pernod Ricard (Jameson Whiskey)
  • Randox

Job roles

Graduates from this course are employed in many different roles. Here are some examples:

  • Digital Marketing Coordinator
  • Events and Marketing
  • Graduate Marketing Assistant
  • Jameson Ambassador
  • Sales Executive

Career options

BSc (Hons) Marketing graduates have been employed as marketing analysts, brand ambassadors, marketing officers/assistants, market researchers, business development managers, customer service representatives, management consultants, advertising executives, sales representatives and project assistants. Typical employers include, L’Oreal, The Hastings Group, PWC, Randox, Marks and Spencer (Head Office), Tesco (Head Office), Diageo, Mintel, Belfast Telegraph, Northern Ireland Chamber of Commerce and Power NI. Honours graduates are also well positioned to avail of the Ulster Business School’s full and/or part time postgraduate learning opportunities. For example, the Department’s postgraduate portfolio currently includes Masters programmes in Marketing and Business Development and Innovation.


How to apply Request a prospectus

Applicants must satisfy the University’s general entry requirements as set out in the prospectus or demonstrate their ability to undertake the course through the accreditation of prior experiential learning (APEL). The initial offer standard may vary from year to year. All applicants are required to provide evidence of competence in numeracy (GCSE grade C Mathematics or equivalent). See prospectus entry.

Applications to our part-time undergraduate courses are made through the University’s online application system.

Start dates

  • September 2019

Fees and funding

In this section

Fees (total cost)

Important notice - fees information Fees illustrated are based on 19/20 entry and are subject to an annual increase. Correct at the time of publishing. Terms and conditions apply. Additional mandatory costs are highlighted where they are known in advance. There are other costs associated with university study.
Visit our Fees pages for full details of fees

Northern Ireland & EU:

Scholarships, awards and prizes

Marketing Excellence Awards

Final Year Best Overall Student: Marketing Institute of Ireland Prize for Excellence.

Highest Achieving Student in Digital Marketing: Belfast Telegraph Prize for Excellence.

Highest Achieving Student in Global Marketing: Chartered Institute of Marketing Prize for Excellence.

Additional mandatory costs


Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.

Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.

We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.

There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.

Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.

Please contact the course team for more information.


  1. The University endeavours to deliver courses and programmes of study in accordance with the description set out in this prospectus. The University’s prospectus is produced at the earliest possible date in order to provide maximum assistance to individuals considering applying for a course of study offered by the University. The University makes every effort to ensure that the information contained in the prospectus is accurate but it is possible that some changes will occur between the date of printing and the start of the academic year to which it relates. Please note that the University’s website is the most up-to-date source of information regarding courses and facilities and we strongly recommend that you always visit the website before making any commitments.
  2. Although reasonable steps are taken to provide the programmes and services described, the University cannot guarantee the provision of any course or facility and the University may make variations to the contents or methods of delivery of courses, discontinue, merge or combine courses and introduce new courses if such action is reasonably considered to be necessary by the University. Such circumstances include (but are not limited to) industrial action, lack of demand, departure of key staff, changes in legislation or government policy including changes, if any, resulting from the UK departing the European Union, withdrawal or reduction of funding or other circumstances beyond the University’s reasonable control.
  3. If the University discontinues any courses, it will use its best endeavours to provide a suitable alternative course. In addition, courses may change during the course of study and in such circumstances the University will normally undertake a consultation process prior to any such changes being introduced and seek to ensure that no student is unreasonably prejudiced as a consequence of any such change.
  4. The University does not accept responsibility (other than through the negligence of the University, its staff or agents), for the consequences of any modification or cancellation of any course, or part of a course, offered by the University but will take into consideration the effects on individual students and seek to minimise the impact of such effects where reasonably practicable.
  5. The University cannot accept any liability for disruption to its provision of educational or other services caused by circumstances beyond its control, but the University will take all reasonable steps to minimise the resultant disruption to such services.


“The Marketing degree at Ulster has enabled me to build the foundations of a career that I could only have dreamt of. Working in the fast paced, innovative environment of the Belfast Telegraph as part of the digital marketing team I was able to draw upon knowledge gained from modules such as Digital Marketing whilst using analytic and strategic thinking skills acquired throughout the course. My move back into full time academic study was no doubt inspired by the solid academic underpinning and positive experience I received from the degree”. Clare Quinn, recent graduate.

Find out how one of our graduates started their own business and won Young Person in Business.