Marketing

BSc (Hons)

2023/24 Full-time Undergraduate course

Award:

Bachelor of Science with Honours

Faculty:

Ulster University Business School

School:

Department of Management, Leadership and Marketing

Campus:

Belfast campus

UCAS code:

N505
The UCAS code for Ulster University is U20

Start date:

September 2023

This course is now closed for International applications for September 2023

With this degree you could become:

  • Digital Marketing Coordinator
  • Events and Marketing
  • Graduate Marketing Assistant
  • Jameson Ambassador
  • MARKETING COMMUNICATION EXECUTIVE
  • MARKETING MANAGER
  • Sales Executive

Graduates from this course are now working for:

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

Overview

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

Summary

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.

We’d love to hear from you!

We know that choosing to study at university is a big decision, and you may not always be able to find the information you need online.

Please contact Ulster University with any queries or questions you might have about:

  • Course specific information
  • Fees and Finance
  • Admissions

For any queries regarding getting help with your application, please select Admissions in the drop down below.

For queries related to course content, including modules and placements, please select Course specific information.

We look forward to hearing from you.

About this course

About

Four years full-time study at the Jordanstown campus (including optional Industrial Placement year).

Modular in design – normally complete 6 modules per academic year.

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

Associate awards

Diploma in Professional Practice DPP

Diploma in Professional Practice International DPPI

Diploma in International Academic Studies DIAS

Attendance

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

Start dates

  • September 2023

Teaching, Learning and Assessment

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

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

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

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

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 (20%) or Lecturers (55%).

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) by Advanced HE - 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.

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 2021-2022.

Belfast campus

Accommodation

High quality apartment living in Belfast city centre adjacent to the university campus.

Find out more - information about accommodation  


Student Wellbeing

At Student Wellbeing we provide many services to help students through their time at Ulster University.

Find out more - information about student wellbeing  


Belfast Campus Location

The Belfast campus is situated in the artistic and cultural centre of the city, the Cathedral Quarter.

Find out more about our Belfast Campus.

Campus Address

Ulster University,
2-24 York Street,
Belfast
BT15 1AP

T: 02870 123 456

Modules

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.

Year one

Financial Awareness for Marketing

Year: 1

The overall aim of this module is to provide students with a knowledge and understanding of the concepts related to the financial aspects of businesses and to the environments in which they operate.

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.

Brands and Branding

Year: 1

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 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.

Academic and Professional Skills

Year: 1

The overall aim of this Skills Module is to help marketing students develop the range of academic, inter-personal, team-based, and professional skills needed to support their academic success and enhance their future employability as a marketeer. The Module provides a strong foundation for the development of a range of core skills that employers require of graduates working in contemporary organisations and the academic skills needed to be a successful graduate.

Year two

Consumer Behaviour

Year: 2

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: 2

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.

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.

Creativity in Communications

Year: 2

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

Sales and Events Marketing

Year: 2

This module immerses students in the practice of sales and events. The nature of events are explored together with competencies and capabilities needed for the successful strategic oversight of planning, selling, implementing and reviewing an event. The module provides a 'hands on experience of events and sales in an increasingly digital approach and supports students understanding of how sales and events meet marketing objectives in particular contexts of application

Digital Analytics Skills

Year: 2

This module introduces students to Digital Business Skills concepts. The module aim is to enable students to study and develop digital literacy skills in order to collect, analyse and report on data from a variety of digital sources. It seeks to develop the student's ability to identify appropriate methods and techniques for analysis from different data sources in order to report on this and to develop and enhance their employability skills.

Year three

Diploma in International Academic Studies

Year: 3

This module is optional

This module provides an opportunity to undertake an extended period of study outside the UK and Republic of Ireland. Students will develop an enhanced understanding of the academic discipline whilst generating educational and cultural networks.

Professional Practice

Year: 3

This module is optional

This module provides undergraduate students with an opportunity to gain structured and professional work experience, in a work-based learning environment, as part of their planned programme of study. This experience allows students to develop, refine and reflect on their key personal and professional skills. The placement should significantly support the development of the student's employability skills, preparation for final year and enhance their employability journey.

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.

Global Marketing

Year: 4

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.

Marketing Consultancy

Year: 4

The module specifically allows the student to apply the knowledge and skills acquired during the programme to undertake a relevant live Marketing consultancy project. The project topic will vary, depending on the requirements of the project organisation.

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.

Agri-Food Marketing

Year: 4

This module is optional

This module examines the particular nature of marketing in the rural, agri-food context and the challenges that must be addressed. It takes a multi-disciplinary approach and adopts multiple theoretical perspectives in examining the industry context, food systems, consumer motivations, and marketing approaches.

Services Marketing

Year: 4

This module is optional

This module provides students with an appreciation of the nature, scope and breadth of the concepts and principles of services marketing. It is based on enquiry based learning in relation to services in our economy and contemporary trends, challenges and opportunities impacting services.

Entrepreneurial Marketing

Year: 4

This module is optional

The module examines key aspects of entrepreneurial marketing management decision making within different contexts, industries and through the application of such theory to specific live cases. The module builds on the knowledge gained in the earlier modules.

Leadership in Marketing

Year: 4

This module is optional

This module equips students with an understanding of how leadership and management is evolving in marketing organisations, the leadership challenges associated with a turbulent and unpredictable marketing environment, and of the strategies and techniques to ensure effective leadership and management within a professional marketing career.

Standard 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.

A level

The A Level requirement for this course is BBC

Applied General Qualifications

QCF Pearson BTEC Level 3 Extended Diploma/OCR Cambridge Technical Level 3 Extended Diploma(2012 Suite)

Award profile of DDD

RQF Pearson BTEC Level 3 National Extended Diploma/OCR Cambridge Technical Level 3 Extended Diploma(2016 Suite)

Award profile of DMM

QCF Pearson BTEC Level 3 Diploma/OCR Cambridge Technical Level 3 Diploma (2012 Suite)

Award profile of DM plus A Level Grade B

RQF Pearson BTEC Level 3 National Diploma/OCR Cambridge Technical Level 3 Diploma(2016 Suite)

Award profile of DM plus A Level Grade C

QCF Pearson BTEC Level 3 Subsidiary Diploma/OCR Cambridge Technical Level 3 Introductory Diploma(2012 Suite)

Award profile of M plus A Level Grades BB

RQF Pearson BTEC Level 3 National Extended Certificate/OCR Cambridge Technical Level 3 Extended Certificate(2016 Suite)

Award profile of M plus A Level Grades BB

Irish Leaving Certificate

112 UCAS Tariff Points to include a minimum of five subjects (four of which must be at Higher Level) to include English and Maths at H6 if studied at Higher Level or O4 if studied at Ordinary Level

Irish Leaving Certificate UCAS Equivalency

Scottish Highers

Grades BBCCC

Scottish Advanced Highers

Grades CCD.

International Baccalaureate

Overall profile is minimum 25 points (including 12 at higher level).

Access to Higher Education (HE)

Overall profile of 63% (120 credit Access Course) (NI Access Course)

Overall profile of 15 credits at distinction and 30 at merit (60 credit Access Course) (GB Access Course)

To include a 20 credit Level 2 Mathematics module, passed at 40% or successful completion of NICATS Mathematics as part of the pre-2021 Access Diploma.

GCSE

For full-time study, you must satisfy the General Entrance Requirements for admission to a first degree course and hold a GCSE pass at Grade C/4 or above in English Language and Maths.

Level 2 Certificate in Essential Skills - Communication will be accepted as equivalent to GCSE English.

Level 2 Certificate in Essential Skills - Application of Number will be accepted as equivalent to GCSE Maths.

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.

Additional Entry Requirements

Pass HND with overall Merit to include 45 Distinctions in Level 5 credits

Pass HNC with overall Distinction to include 75 Distinctions in Level 4 credits

You may also meet the course entry requirements with combinations of different qualifications to the same standard as recognised by the University (provided subject requirements as noted above are met).

Exemptions and transferability

The majority of students enter the full-time degree programme in year 1. 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. For example students can transfer into Year 2 from the P/T or F/T Business Studies degree where a compatible suite of modules has been successfully completed to allow progress to Year 2 BSc (Hons) Marketing.

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 would be equipped to progress to more advanced programmes of study.

Careers & opportunities

Graduate employers

Graduates from this course are now working for:

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

Job roles

With this degree you could become:

  • Digital Marketing Coordinator
  • Events and Marketing
  • Graduate Marketing Assistant
  • Jameson Ambassador
  • MARKETING COMMUNICATION EXECUTIVE
  • MARKETING MANAGER
  • 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.

Work placement / study abroad

The skills and knowledge developed during the first two years of the course will then be applied and enhanced in the workplace environment during the optional 48-week placement. The University has extensive links with private and public sector employers nationally and internationally and the Department has a network of contacts with Marketing professionals through the existing MSc in Marketing and through our Marketing alumni. Such links assist in securing a range of high quality placements. A Diploma in Professional Practice (DPP) will be awarded to students who successfully complete the placement and attain a mark of 40%. Although the industrial placement is optional, students will be encouraged to avail of this opportunity to gain industrial experience and develop their practical skills.

Apply

Start dates

  • September 2023

Fees and funding

Fees (per year)

Northern Ireland, Republic of Ireland and EU Settlement Status Fees

£4,710.00

England, Scotland, Wales and the Islands Fees

£9,250.00

International Fees

£15,840.00

Scholarships, awards and prizes

Marketing Excellence Awards;

Year 1 Deans Award (awarded to students with an overall average of 70% and above)

Year 1 Best Overall Student: Department of Management, Leadership and Marketing Prize for Excellence

Year 2 Best Overall Student: Hastings Hotel Prize for Excellence.

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

Highest Achieving Student in The Digital and Marketing Nexus Module: Belfast Telegraph Prize for Excellence.

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

Additional mandatory costs

N/A

It is important to remember that costs associated with accommodation, travel (including car parking charges) and normal living will need to be covered in addition to tuition fees.

Where a course has additional mandatory expenses (in addition to tuition fees) we make every effort to highlight them above. 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 Wi-Fi are also available on each of the campuses.

There are additional fees for graduation ceremonies, examination resits and library fines.

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

See the tuition fees on our student guide for most up to date costs.

Contact

We’d love to hear from you!

We know that choosing to study at university is a big decision, and you may not always be able to find the information you need online.

Please contact Ulster University with any queries or questions you might have about:

  • Course specific information
  • Fees and Finance
  • Admissions

For any queries regarding getting help with your application, please select Admissions in the drop down below.

For queries related to course content, including modules and placements, please select Course specific information.

We look forward to hearing from you.


For more information visit

Testimonials

“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.

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