Marketing and Advertising BSc (Hons)

30 credits

Marketing is all around us and in every part of our daily lives, be it as consumers, professionals, or businesses. This module explores the principles and practices of marketing and communications, from a hands-on ‘bottom-up' perspective as well as a more conceptual ‘top-down' viewpoint.

Questions such as 'what is marketing?' are investigated. You will develop an understanding of how marketing connects businesses, people and society.

The module is delivered via a 'practical-first' approach, with learning through experience as a key principle. This includes in-class activities such as lectures, co-creative workshops and case studies coupled with outside-the-classroom connections to marketers in action.

30 credits

As Web3 advances and further disrupts the commercial, social and cultural environment, this module introduces you to the identification and management of the outputs that marketing activities create in the world around us.

Firstly establishing what the outputs of marketing activities are, from both a creative and technical perspective, you will then focus on making sense of the mass of information generated in the post-digital age. This includes learning how to confidently use common tools and techniques for the purpose of gathering, managing, and manipulating data and other forms of information.

You will build on your work-ready skills, to meet and exceed the expectations of future employers. This includes working with visual, verbal and numeric data, using excel, database management and AI.

30 credits

This module takes you on a journey inside businesses and other enterprises to gain first-hand knowledge of marketing functions and the associated processes used by successful marketers.

Translating consumer insights into business solutions sets up innovation challenges for businesses. You will practically address these challenges. You will put theories, frameworks and processes into practice to systematically create your own product/service solutions in answer to consumer-related issues.

You will also work with careers and skills experts on your personal development plan and an ePortfolio through workshops and guided activities.

30 credits

The core objective of this module is to establish what makes a successful professional marketer and how organisations build the skills and knowledge of employees. This includes developing a critical understanding of concepts relating to the self, teams and leadership across different settings.

Working closely with a range of different business and marketing functions, you will gain first-hand knowledge of the types of jobs and roles available, as well as the associated characteristics required to succeed.

An element of self-assessment and analysis are part of this module, to aid self-reflection and personal development throughout the whole course.

30 credits

Data analysis through data-driven marketing is becoming increasingly important. The demand for analytics-skilled marketers is growing faster than ever before.

This module introduces you to the core concepts and analytical techniques used to evaluate specific challenges and opportunities in marketing.

You will apply concepts of analytics, including the fundamentals of statistical analysis, visual analytics, and AI-based predictive/descriptive analytics to tackle actual marketing issues.

30 credits

This module investigates the practice of advertising and promotion in the business context, connecting you to current operational activities and technologies deployed in the advertising agency world today.

You will explore academic models to determine how advertising works, both from a creative development perspective and measurements of effectiveness (metrics), with application to planned campaigns.

You will have the chance to make key industry connections via insightful practitioner sessions and workshops. Topics include 'how to take a client brief and interrogate it', 'how to turn a brief into a clear project plan' and 'how to ensure advertising is on brand and aligned to client requirements'.

30 credits

The role of the contemporary marketer in all organisations, from start-ups to global corporations, depends on a successful research and insight engine.  

Businesses focus on delivering what customers want, with market research at the core of understanding their needs. This module enables you to understand how research and insight support marketing and business decision-making for impact.

You’ll gain critical knowledge in conducting research into buyer behaviour and its relationship to marketing problems. You’ll collect and analyse qualitative and quantitative data, using results to draw conclusions and make recommendations to marketing managers.  

The module combines lectures, workshops, group exercises, and computer-laboratory sessions, with opportunities to work on current research cases to build practical experience.

30 credits

In today’s interconnected global environment, organisations face increasingly complex challenges and opportunities that require innovative and strategic marketing approaches.  

This module provides you with an understanding of strategic marketing principles, focusing on decision-making in dynamic and competitive markets.

You’ll explore how strategic marketing frameworks help develop competitive advantages and align organisational goals with market opportunities. The module highlights the relationship between marketing strategies and the demands of a connected world, such as digital transformation, data-driven decisions, and customer-centric innovation.  

A key part of the module is a computerised marketing simulation game, offering a hands-on opportunity to test and evaluate marketing decisions in a risk-free environment.

30 credits

This module provides the opportunity to integrate and apply your accumulated knowledge and skills to a final-year project involving an in-depth investigation of a contemporary problem or issue in marketing.

You can personalise your learning by undertaking independent study to extend your knowledge and understanding in an area through tangible and portfolio-ready outputs.

You may pursue; a dissertation-style research project focussed on a marketing question; a practice-oriented challenge that centres on the creation of tangible outputs such as a web campaign, creative executions or positioning territories; work towards developing a technical solution to a marketing problem derived from data and analytics.

30 credits

Marketing raises questions about how consumers buy and use products, and how they react to marketing interventions in the increased competitive global marketplace.

This module explores evidence, theory and technology about the issues of buyers, behaviours and brands. You will evaluate the latest developments in areas of buyer behaviour and brand development. This includes not only ‘how to' build a brand, but also the strategic decision-making processes brand managers develop.

You will carry out an in-depth dive into buyer behaviour is experienced using new technological advances and Kingston Business School's BRAINS (Behavioural Research Analytics In Neurotechnological Systems) lab equipment. You will also learn about the latest methods of investigation and analysis in consumer research and brand management, including what the future holds for brands in a virtual marketplace.

30 credits

This module enables you to examine the theoretical underpinnings of integrated marketing communications (IMC), addressing key marketing communication elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications.

You will discuss and develop IMC plans for brands underpinned by latest research and industry insights. The module links closely with Digital Marketing and PR, providing a sound theoretical framework for the practical planning of marketing communications.

You will enhance your employability by developing critical thinking skills, research and information literacy skills.

15 credits

This module provides you with a dedicated opportunity to develop your Future Skills Graduate Attributes. At the start of the module, you will be supported to self-assess your current skills profile and determine which attributes and skills you need to develop to support your career ambitions. You will be supported in this process by a dedicated career coach, who will help you to explore a range of options including self-employment/freelancing, starting your own business, higher level study, and other professional Graduate level opportunities. Students will also be given opportunities to engage with external mentors throughout the module to support reflection and to develop a professional network.

You will then undertake a tailored series of activities and projects, aligned to your goals from a menu of development options. This could include short courses, enrichment activities and experiential learning options such as micro-placements.  You will also be able to reflect on activities that you undertake outside the university through which you are developing your graduate attributes, such as work or volunteering.

15 credits

This module builds on your marketing knowledge by developing your understanding of professional selling, negotiation, and sales management. Effective selling increases shareholder value and enhances the return on marketing investments.

You’ll learn the psychology behind selling and buying, as well as the interpersonal skills and commercial awareness needed for success. The module explores how selling has evolved in the digital age, where customers have easy access to product and service information.  

You’ll also study the critical role of IT in the sales process; key account management, customer relationship management, and the evolution of sales strategy. Through real briefs, you’ll gain practical skills in creating B2C and B2B sales strategies, writing sales plans, and pitching them effectively.