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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 This course will move to the Belfast campus in September 2019.  Students will change campus part way through this course. Find out more

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


Study Marketing at Ulster University in the United Kingdom.

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


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 International Academic Studies DIAS

Find out more about placement awards


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

Start dates

  • September 2017
How to apply


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

Accounting for Marketing

Year: 1

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.

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

The purpose of this module is to introduce students to the burgeoning world of brands & branding. Many will come to the module with media-induced preconceptions of branding. This module intends to challenge, channel and change these preconceptions.

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


Year: 1

Various kinds of meanings (e.g. brand associations, corporate identities) are constructed and exchanged via the communication process (e.g. interpersonal, advertising) engaged in and experienced by marketplace participants (e.g. companies, consumers, employees). Drawing on a broad range of perspectives (e.g. marketing communications, public relations, organizational behaviour), the Communication module enables students to develp their knowledge and understanding of the nature and influence of marketplace participants' communication practices.

Fundamentals 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

Marketing Me

Year: 2

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: 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

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

Year: 2

Marketing Management is concerned with the company?s interface with its markets and therefore plays a key role in its success. This module provides knowledge and increases understanding of the important concepts, processes and frameworks of marketing management decision making, from both a strategic and operational perspective. It provides opportunities for students to acquire communication skills, problem solving skills, resource management and information technology skills. It provides students with an opportunity to develop an awareness of both the functional and operational role of marketing.

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.

Advertising and Promotion

Year: 2

This module aims to address Advertising and Promotion theories and concepts from a management perspective. The module considers the importance of planning to ensure communication tools are used strategically to meet specified objectives. Assessment will include examination, individual, group and peer assessment.

Year three

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.

Industrial Placement

Year: 3

This module is optional

Placement provides students with 48 weeks of professional work experience. It provides an opportunity for students to gain an understanding of the employment context of their academic discipline and will enable each student to satisfy specific learning objectives based on organisational, course and personal development needs

Year four

Digital Marketing

Year: 4

This module deconstructs and redevelops the marketing concept within the digital world and equips participants with a meaningful and robust evaluation process through which the application of digital tools can be understood.

Innovation and Entrepreneurship

Year: 4

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.

Strategic Management

Year: 4

This module develops students? transferable skills, which will be key to effective marketing and strategic management in creating value for organisations and their customers in the context of a complex and challenging competitive environment.

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.

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

Corporate Branding activities strategically influence how stakeholders (e.g. consumers, employees, public) 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 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.

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

The A Level requirement for this course is BBB - ABB.


Overall BTEC award profile DDM to include Unit profile 9 - 10 distinctions.

Irish Leaving Certificate

Overall Irish Leaving Certificate profile BBBBB - AABBC.

Scottish Highers

The Scottish Highers requirement for this course is AABCC - AAABC.

Scottish Advanced Highers

The Scottish Advanced Highers requirement for this course is BBB - ABB.

International Baccalaureate

Overall International Baccalaureate profile minimum 26 - 27 points (13 at higher level).

Access to Higher Education (HE)

Overall Access profile 70 - 72%.


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.

Teaching and learning 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 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.

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, 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.

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. The Marketing Me module helps students to meet some of the placement learning outcomes and prepares them for graduate employment.

Academic profile

Find out about the inspirational teaching on this course.


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 for full time undergraduate courses are made through UCAS

How to apply

Start dates

  • September 2017

Fees and funding

In this section

Fees (per year)

Important notice - fees information Tuition fees shown are for last years entry. Fees are correct at the time of publishing and may be subject to an annual increase. Additional mandatory costs are highlighted where they are known in advance. There are other costs associated with university study. Read our Tuition Fees Payment Policy

Northern Ireland & EU:
England, Scotland & Wales:

Scholarships, awards and prizes

Marketing Excellence Awards

Year 1 Best Overall Student: Stakeholder 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 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 and normal living are a part of university life. 

Where a course has additional mandatory expenses we make every effort to highlight them in the online prospectus. 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.


Course Director: Dr Mary Boyd

T: +44 (0) 28 9036 8518



“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, graduating class of 2012.

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