Bachelor of Science with Honours
Ulster University Business School
Department of Global Business and Enterprise
The UCAS code for Ulster University is U20
Marketing is critical to business success. Learn how to be creative and strategic.
Marketing is about identifying a need or problem and developing products or services that meet that need. Studying BSc Marketing at Magee in the vibrant city of Derry-Londonderry will provide you with opportunities to learn about how to get the right messages to the right audiences using the right channels – integral to business success.
You will learn:
Our course will give you real world experience:
Choose a placement year to get sought after work experience on your C.V.
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Diploma in Professional Practice DPP
Diploma in Professional Practice International DPPI
Diploma in International Academic Studies DIAS
Three years without placement/four years including placement year. You are expected to attend all classes associated with the course and be punctual and regular in attendance.
If you choose to complete the full time BSc Hons Marketing course you will normally complete three modules per semester, with class contact time approximately three to five hours per week per module. You will be expected to undertake independent study to supplement that contact time.
The course will be taught using a variety of methods and assessments. You will have weekly lectures covering the main topics as well as smaller tutorials where you will get the chance to interact with your fellow students and ask any questions you may have to your tutor. There will also be seminars and talks from guest speakers from business and industry.
Assessment will include a mixture of written exams, presentations, essays and group projects. These will help develop transferable skills that employers want including communication, teamwork, critical thinking, creativity and flexibility.
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:
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 near the start date and may be subject to 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 of attendance will often 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 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 Masters 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 via one method or a combination e.g. examination and coursework . 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 four learning outcomes, and no more than two 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.
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 Masters 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 Masters degrees of more than 200 credit points the final 120 points usually determine the overall grading.
Figures correct for academic year 2019-2020.
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.
Our vision is aligned to the strategic growth plan for the city and region.
Enjoy student life in one of Europe's most vibrant cities.
Our facilities in Magee cater for many sports ranging from archery to volleyball, and are open to students and members of the public all year round.
At Student Wellbeing we provide many services to help students through their time at Ulster University.
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.
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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.
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.
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.
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.
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.
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.
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
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.
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.
This module examines the role of creativity in developing an effective strategic and integrated approach to marketing communication planning.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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QCF Pearson BTEC Level 3 Extended Diploma / OCR Cambridge Technical Level 3 Extended Diploma (2012 Suite) Award profile of DMM
RQF Pearson BTEC Level 3 National Extended Diploma / OCR Cambridge Technical Level 3 Extended Diploma(2016 Suite) Award profile of MMM
QCF Pearson BTEC Level 3 Diploma/ OCR Cambridge Technical Level 3 Diploma (2012 Suite) Award profile of DM plus A Level Grade C
RQF Pearson BTEC Level 3 National Diploma/ OCR Cambridge Technical Level 3 Diploma (2016 Suite) Award profile of MM plus A Level Grade C
QCF Pearson BTEC Level 3 Subsidiary Diploma/ OCR Cambridge Technical Level 3 Introductory Diploma (2012 Suite) Award profile of Merit plus A Level Grades CC
RQF Pearson BTEC Level 3 National Extended Certificate/ OCR Cambridge Technical Level 3 Extended Certificate(2016 Suite) Award profile of Merit plus A Level Grades CC
At least 96 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.
Overall International Baccalaureate profile minimum 24 points with 12 at higher level
Overall Access profile 55%(120 credit Access Course) (NI Access Course)
Overall profile of 45 credits at Merit (60 credit Access Course) (GB Access Course)
You must satisfy the General Entrance Requirements for admission to a first degree course and hold a GCSE pass in English Language and Maths at grade C or above.
Essential Skills Level 2 Communication will be accepted as equivalent to GCSE English.
Essential Skills Level 2 Numeracy will be accepted as equivalent to GCSE Maths.
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
Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.
Acceptable alternative qualifications include:
Pass HND with overall Merit to include 15 distinctions in level 5 credits/units may be specified.
Pass HNC with overall Merit to include 45 distinctions in level 4 credits/units may be specified.
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).
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With this degree you could become:
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 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 University Business School’s full and/or part time postgraduate learning opportunities. For example, Masters programmes in Marketing, International Business or Business Development and Innovation.
You will have the opportunity to take the skills and knowledge developed during your first two years of the course and put them into practice in a real life setting by choosing an optional placement year.
The Department of Global Business and Enterprise at Magee has a fantastic network of contacts with Marketing professionals, The Chartered Institute of Marketing and The Marketing Institute of Ireland as well as links with private and public sector employers nationally and internationally to help you successfully secure a high-quality placement. Upon successful completion of your placement, when graduating, in addition to your degree, you will receive a Diploma in Professional Practice (DPP). Whilst the placement is optional, research shows that those that complete a placement are more likely to achieve a higher final degree classification and are more likely to gain full-time professional employment. It is also a great way for you to develop your skills, confirm your career choice and build a professional network.
The University also has lots of opportunities to study abroad for the year which is also an option for you in third year. If you choose this option, in addition to your degree you will also graduate with a Diploma in International Academic Studies (DIAS).
Fees for entry in 2023/24 have not yet been set. See our tuition fees page for the current fees for 2022/23 entry.
Year 1 Deans Award (awarded to students with an overall average of 70% and above)
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.
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.
T: +44 28 7167 5678/5379
International Admissions Office
Course Director - Dr Lisa Harkness