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Fees and Funding

Here's the fees and funding information for each year of this course

Overview

This programme prepares you for a professional career in marketing management. It introduces you to key subjects of marketing including economics, accounting, consumer behaviour, digital marketing, social media marketing, brand management and corporate social responsibility.

The programme adopts a unique 'practice-based 'perspective on the topic, focusing on the applicability of theory to everyday marketing activities, and prepares you for an industry career with a strong emphasis upon employability. The programme is designed for students seeking a career in marketing research, marketing management, new product development, brand management, advertising practice and any marketing-related role.

What makes this course different

Students in a classroom setting

Placement

You can opt to have a placement year to gain hands on experience in the real world and effectively connect what you will have learnt at University to the industry.

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Accredited

The programme is professionally accredited by Chartered Institute of Marketing (CIM).

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Industry-led

Guest speakers and marketing-specific events feature throughout each level of the programme.

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Contemporary, vocational teaching

The programme combines topics in consumer research, communications, digital marketing, social media, international marketing and entrepreneurship which are cutting-edge and rooted in current industry practice.

WHAT YOU'LL LEARN

The course covers a wide range of topics, rooting fundamental marketing principles in a contemporary business context. You'll learn about the core functions of a business alongside specific marketing themes such as digital marketing, consumer behaviour and brand management.

The first year lays the foundations of your business knowledge by covering fundamental topics such as global economics, business intelligence and professional development. At the same time, you will be introduced to the foundations of marketing so that, at the end of the first year, you'll have developed an understanding of how marketing is threaded through any organisation and connects to wider issues in business management.

The second-year builds on this basis by covering specific topics in contemporary marketing, including communications, consumer behaviour and digital marketing. You'll learn about how to connect with customers and consumers through various digital and traditional channels, using data about consumer patterns to effectively convey your message. You'll also cover further topics in business that are useful for marketers, including finance, corporate social responsibility and business research.

In the final year, you'll underpin all of your previous study by learning about strategic marketing and undertaking a practical project that allows you to apply your knowledge to a specific topic – you can choose to write a dissertation or work on a marketing consultancy project. You will also have the choice of a number of optional modules that will develop your entrepreneurial skills, teach you about specialist marketing techniques in social media marketing and brand management or help you to understand the ways in which companies maintain a competitive advantage in the contemporary business landscape.

At the end of your degree, you'll not only have a practical understanding of how marketing works on a day-to-day basis but a deeper awareness of the role that marketing plays across an entire organisation and in a wider societal context.

The programme will also offer you an optional placement year, enabling you to experience the real world and effectively connect your university experience with it.

We consistently review our courses to ensure we are up-to-date with industry changes and requirements from our graduates. As a result, our modules are subject to change.

DOWNLOAD COURSE SPECIFICATIONS

MODULES

  • Core Modules
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    Developing Academic Skills

    The main aim of this module is to equip you and develop the academic skills necessary to study at an HEI. This includes an introduction to the structure of higher education and also the learning and study skills necessary to produce quality pieces of work.

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    Developing Academic Literacy

    The aim of this module is for you to develop confidence and autonomy through ‘learning by doing’ process. It will help you develop your academic literacy, appropriate academic voice and skills and to express argument(s) by using credible academic sources. Additionally, it helps you to apply theoretical concepts/positions in their coursework and also to demonstrate these properly in written form. It is also designed to ensure you understand the concept of academic integrity and associated protocols and the use of Word and referencing tools such as Endnote.

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    Employability in Hospitality, Events and Tourism (Mental Wealth)

    The main aim of this module is to familiarise you with the qualities required to identify, secure and retain graduate employment in the dynamic and customer centric industries of Hospitality, Events and Tourism Management. You will gain an understanding of the skills essential to working in the HET Industries to impact positively on the customer, ways of building relationships with customers and influencing positive experiences for the customer and business. This seeks to identify and meet the “soft-skills” and work readiness skills that most employers demand.
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    Inside Business

    This module is designed to give you a broad introduction to the main functions within a business, and assess how associated decisions are made. The aim is to provide you with an understanding of the relevance of these key topics in preparation for future studies in Business or its associated specialisms.

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    Connecting to Business and Employment through Volunteering

    This module provides you with the opportunity to engage in an activity as a volunteer in a social enterprise or charity. The experience will enable you to witness business processes practice and enables you to identify and try different styles of work. The activity itself will offer you with valuable networking opportunities, the development of employability skills, and experience that can enhance your CV.

  • Core Modules
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    Mental Wealth 1: Academic and Digital Proficiency

    The module will equip you to succeed in both your studies and subsequent career. This includes the development of individual non-cognitive intelligence; digital proficiency; and cultural intelligence.

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    People and Organisations

    This module will introduce you to the variety of work organizations. You will also understand and explore the psychological, sociological and economic explanations of human behaviour in organisations.

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    Foundations of Marketing

    The main aims of this module are to introduce you to the fundamentals of the Marketing discipline, many of which are developed further in subsequent Level 5 and Level 6 marketing study.

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    Fundamentals of Business Accounting

    This module will develop and prepare you for entry into the professional workplace or further studies in accounting and finance. As part of this module, you will learn and develop a sound basis of theory and principles, accounting techniques and skills necessary as a foundation for further study and practical experience in accounting.

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    Fundamentals of Economics

    The module aims to enable you to develop an understanding of the basic economic concepts, theories, ideas and tools and their real-world application.

  • Core Modules
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    Mental Wealth 2: Graduate Employment Competencies

    This module will provide you with the opportunity to document the development of core employability skills and allow students to acquire tangible evidence to support your employability narrative at interviews.

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    Marketing Research Methods

    The purpose of this module is to introduce you to the process of research in marketing studies. The module will have four specific foci, firstly to outline the research process in terms of strategy, design, literature review and ethics in the context of marketing management studies. Secondly, the module will investigate quantitative forms of research, in terms of sampling, questionnaire design, experimental research, content analysis and data analysis using SPSS®. Thirdly, you will be introduced to the qualitative research paradigm in marketing, exploring topics such as ethnography, interviewing and focus groups as well as data analysis procedures using coding via software such as N-Vivo® and NUDIST®.

    Finally, you will be introduced to mixed-methods research, doing research via online techniques such as netnography and the process of writing up marketing research. The module aims to prepare you for the task of conducting your own research project in marketing and will culminate in the development of a research proposal.

     
     
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    Integrated Marketing Communications

     

    The aim of this module is to introduce you to Integrated Marketing Communications (IMC) theory and to understand the role that digital media plays in delivering IMC to key organisational stakeholders. The module is structured around four key themes of IMC theory – firstly, the core concepts of IMC are developed and the ways in which marketing communications works with its audiences. Secondly, the ways in which IMC is managed is considered, including the structure of the industry and the ways in which marketing communications activity is measured is evaluated. Thirdly, the critical concept of branding is studied, such as how brand communications are leveraged, corporate branding and the more recent development of employee branding. Finally, the key aspects of the IMC mix are examined, including traditional above and below-the-line media, and the ways in which campaigns are planned and delivered. Crucial to contemporary IMC is the use of digital media, and the module will integrate a digital perspective throughout the content. This module will be pivotal in helping you to understand how organisations build and sustain relationships with their customers, employees, regulators, and industry partners and how digital technology supports and enhances traditional marketing communications tools.

     

     
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    Consumer Behaviour

     

    The main aim of this module is help you to understand the behaviour of people as consumers by analysing the practices and processes involved in the act of consumption. This understanding precedes all marketing actions and is one of the critical components of marketing analysis essential for strategic decision making within a business context.

     
    Optional Modules
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    Digital Marketing

    The aim of this module is to evaluate how marketing principles are applied within the virtual and digital realm and the challenges faced by managers in developing and implementing digital marketing strategies.

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    Managing Sustainable Operations

    The aim of this module is to develop students’ interest, knowledge and understanding of how the processes of designing, producing and delivering products, services are carried out. This module has close relationships with other modules on the programme including those in the areas of competitive advantage, innovation, entrepreneurship and marketing.

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    Marketing Internship

    The module will allow you to obtain an internship at Level 5 (which must be marketing in a role that would be considered as engaged with professional marketing practice in some way) where you will complete the placement and write a report reflecting upon your experiences and examining the relationship between the theory and practice of marketing. The theoretical lens for all internships will consider contemporary marketing theory and you will also be required to consider issues such as the nature of marketing work, the impact of their presence within the workplace, the relevance of contemporary marketing theory to everyday marketing practices (and practitioners) and the implications (academic and personal) of your time spent in the field of professional marketing. The purpose of the module is to enable you to understand the everyday nature of marketing practice and conscientiously reflect upon your position as a marketing practitioner, particularly from a professional as well as societal perspective.

     
  • Optional Modules
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    Optional placement

    This course offers the opportunity of year-long placement between years two and three. If you choose to take this option, you’ll spend your third year on a placement with a relevant company or organisation, adding valuable practical experience to your growing academic knowledge. 

    The extra placement year means it will take four years to complete your studies, instead of three.

  • Core Modules
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    Mental Wealth 3: Global Enterprise and Consultancy Practice

    This module will develop core employability skills and allow you to develop and demonstrate skills in (i) the analysis of a problem (ii) planning and organising a task, including time management (iii) exercising judgement in the light of observed and published data (iv) compiling a report, (v) teamwork and collaboration and (vi) use of appropriate technologies.

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    Corporate Social Responsibility and Ethics

    The aims of the module are to develop a critical appreciation of the key principles of business ethics, corporate responsibility/citizenship and sustainability, and the relation of these to the workplace and encourage you to critique theories of management and leadership from the perspective of ethics.

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    Marketing Applied Project

     

    The purpose of this module is to offer you two potential final year project options – a

    traditional marketing research dissertation or a marketing consultancy report. For the

    dissertation option, you will conduct an independent academic research project. For the

    marketing consultancy report you will be given a company scenario, which can either be a live

    local company or charity, an assigned company based upon the CIM competition “The Pitch”

    or a simulation based on software such as Mymarketingexperince or Markstrat and develop a

    coherent marketing plan for the company. There is also flexibility within the module for you to

    work on an alternative assigned marketing project, such as developing a digital marketing

    campaign, depending upon the range of projects offered to students at Level 6, this will be left

    to the discretion of the module leader. You will be assigned an academic supervisor to help

    you to develop your marketing plan for the client or your independent academic dissertation.

    You will be encouraged to work in teams if assigned the same company/live project scenario,

    and teams who work well together will be advised to submit their work to the CIM student

    competition entitled “The Pitch” which takes place annually (if the student opts for this final

    year project). You will also be advised to conduct some form of primary customer marketing

    research within this process, to develop a useful insight into customer behaviour and attitudes

    within the assigned sector. It is envisaged that this module will provide you with both an

    academic and managerial final year project that will develop your skills in the areas of

    academic research, marketing planning, project management and consultancy depending

    upon your choice of project.
     

     
     
     
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    Contemporary Issues in Marketing

     

    In this module you will locate the development of both marketing ideas and applications within

    the wider global, social and economic contexts. It is less driven by textbook and more driven by

    journals, special reports and sundry publications such as professional Marketing periodicals. Its

    aim is to get you to actively participate in your own learning, take responsibility for your

    learning, enhance currency and balance of knowledge, relate leaning to everydayness of

    marketing practices/ challenges and develop the capacity to trailing/analyse/synthesise

    latest marketing issues.

     
     
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    Brand Management

     

    The aim of this module is to introduce you to the practice of brand management from both a strategic and socio-cultural perspective drawing from the latest research in the field. We seek to develop your knowledge in a holistic way and incorporate the most relevant scholarship in the area of branding.

     
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    Social Media Marketing

    The aim of this module is to introduce students to social media marketing, a relatively nascent yet vibrant field of contemporary marketing research and practice. The module seeks to evaluate how social media can be harnessed for marketing purposes and consider the role that social media can have in the co-creation of brand meaning. While social media has unquestionably changed the ways in which people communicate and interact, the processes through which it can be integrated into marketing strategy and practices are as yet not fully understood, and a range of recently published texts within the marketing literature have sought to address this problem. The module will explore key concepts of online communities and the co-creation of value, as well as seeking to understand how social media can be used as part of an integrated brand management strategy. Social media platforms such as gaming and mobile will be examined, as well as the role of electronic word of mouth in creating meaning and identity for brands. The module will consider how consumer social media engagement is measured and evaluated, as well as its potential role as a marketing research tool. Issues surrounding consumer digital rights and privacy within a social media context will also be embedded strongly. This module, the first of its kind within the school, will help to develop  and enhance the social media marketing skills of the millennial generation of undergraduates, who are widely recognised as digital natives, and enable them to understand how to unlock the potential of social media for both marketing and brand management purposes.

     

HOW YOU'LL LEARN

You will be taught by delivering theoretical lectures in an interactive and engaging classroom and providing assessments which focus upon the application of concepts to “real life” professional marketing scenarios.

Examples of theoretical concepts are provided throughout each module on the programme and students are encouraged to critically analyse and engage with new developments within marketing theory. Case studies of successful marketing approaches are incorporated throughout the programme and academic journal articles relevant to key theoretical ideas are recommended in each lecture and module.

HOW YOU'LL BE ASSESSED

You are assessed using a variety of assessment methods. We  use traditional examinations, essays and reports to assess academic knowledge. We also develop presentation skills and use assessed presentations on many of the marketing modules, as these best simulate the professional working environment for marketing. Many modules also incorporate portfolio assessment, which involves the students submitting multiple artefacts as part of a module assessment strategy.

CAMPUS and FACILITIES

University Square Stratford

University Square Stratford, University Square Stratford

WHO TEACHES THIS COURSE

The teaching team includes qualified academics, practitioners and industry experts as guest speakers. Full details of the academics will be provided in the student handbook and module guides.

Aidan J Kelly

Aidan is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law.

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Dr Rula M. Al-Abdulrazak

Rula is a Senior Lecturer in International Marketing and Branding at the Royal Docks School of Business and Law, University of East London.

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Ayantunji Gbadamosi

I am currently an Associate Professor in Marketing in the Royal Docks School of Business and Law, University of East London.

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Dr Diliara Mingazova

Dr Mingazova is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law. She researches children as consumers, branding and more.

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Dr Alessandro Bigi

Alessandro has worked in higher education as a researcher and a professor at Franklin University Switzerland, University of Verona and University of Brescia.

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What we're researching

At the University of East London we are working on the some of the big issues that will define our future; from sustainable architecture and ethical AI, to health inequality and breaking down barriers in the creative industries.

Our students and academics are more critically engaged and socially conscious than ever before. Discover some of the positive changes our students, alumni and academics are making in the world.

Please visit our Research section to find out more.

My time studying Business Management (Marketing) at UEL allowed me to gain both theoretical and practical knowledge that has been extremely beneficial within the workplace. The network the course enables you to build is invaluable in the current employment market. The marketing industry is growing rapidly and UEL has prepared me to enter this industry confidently and successfully.

Helena Crabtree

BA Business Management (Marketing) (now BSc (Hons) Marketing)

Harry talks about his Business Management degree at University of East London.

Harry talks about his experience growing up in Tilbury, Essex and his journey towards studying a Business Management degree at University of East London

YOUR FUTURE CAREER

Marketing professionals identify, anticipate and help to satisfy the needs of customers, playing a crucial, strategic role in ensuring the long-term health and profitability of the companies and organisations they work for.

The course will equip you with the knowledge, resources and opportunities to thrive in a marketing career. Our strong focus on employment skills will give you a head start, and you'll set up and maintain a professional development e-portfolio to showcase your talents and achievements to potential employers.

As marketing is such a crucial aspect of business, plenty of firms are on the lookout for bright graduates. These include companies in sectors as diverse as retail, manufacturing, the automotive industry, food and drink, pharmaceuticals and healthcare, utilities, chemicals, construction, charities and local and central government.

Your degree could also be a stepping-stone to a marketing, branding, communications, digital media and public relations career in any sector you choose. Marketing is needed in sectors ranging from fashion and retailing to consultancy, banking and even the oil industry.

Whatever direction you go in, our Careers and Student Employability team will provide practical support – and you can use their services even after you've graduated.

We also run a dedicated employability programme for business and law students, called Employ. It includes employability workshops, skills training sessions, guest speaker events, voluntary work, student ambassador roles and work experience opportunities.

This programme is academically underpinned and industry-facing, providing our graduates with a high level of knowledge and skill for the job market, as well as crucial professional qualifications thanks to our close work with the Chartered Institute of Marketing.

Explore the different career options you can pursue with this degree and see the median salaries of the sector on our Career Coach portal.