Marketing and Advertising BSc (Hons)
Teaching Excellence Framework (TEF) Gold award
Our commitment to high quality teaching has been recognised with a TEF Gold rating. The University has received an overall rating of Gold, as well as securing a Gold award in the framework's two new student experience and student outcomes categories.
Why choose this course?
If you aspire to a career in the fun, dynamic, fast-moving world of marketing or advertising, this is the course for you.
The course is designed in consultation with leading industry experts, bringing together the latest theories and practices in marketing. You'll explore the role and function of contemporary and digital marketing in modern business, so when you graduate, you'll be at the edge of the job market with the knowledge and skills employers seek.
You can gain hands-on marketing experience through an internship, or develop your skills as a consultant by working in a team on a live project. Another option is to delve into entrepreneurship and create your own start-up with support from the Business School.
We are ranked No.3 in London for Marketing and Public Relations (Guardian League Tables 2025).
Most of our courses offer the option of a professional placement year. You can apply directly for this option using the UCAS code on this page that includes professional placement. Alternatively, you can change to this option once you begin the course.
| Attendance | UCAS code | Year of entry |
|---|---|---|
| 3 years full time | N590 | 2025 |
| 4 years full time including foundation year | N591 | 2025 |
| 4 years full time with professional placement | N592 | 2025 |
Please note: Teaching on this course may take place on more than one KU campus.
| Main Location | Kingston Hill |
Reasons to choose Kingston University
- You'll experience how marketing and advertising work in today's rapidly-changing environment by working on real-life project briefs from client organisations.
- We are ranked No.3 in London for Marketing and Public Relations (Guardian League Tables 2025).
- When you graduate, your hands-on experience and career skills will help you stand out from other job seekers.
- You'll gain more than just a degree. The structure of the course enables you to earn a professional qualification from the Chartered Institute of Marketing (CIM).
- 100% of students thought staff were good at explaining things (NSS 2023).
At Kingston Business School we lead
It's a very flexible course – there is a big focus on IT, data and accounting within marketing. The word that best describes this course is ‘entrepreneurial' because a lot of the work you will do allows you to think freely and explore ideas that you're passionate about. The lecturers are always open to helping you with side projects and at Kingston there are plenty of opportunities. You will come across Bright Ideas and The Pitch from CIM – definitely enter these when you hear about them.
Altin Deda, Marketing and Advertising with Business Experience BSc (Hons), Chartered Institute of Marketing (CIM) The Pitch finalist 2021
I chose this course because I wanted to ensure that I get some real-world experience under my belt before entering the job market.
Wayde Powys, Marketing and Advertising with Business Experience BSc (Hons)
When I graduate, I hope to specialise in market research to help develop marketing campaigns to help influence the world in a positive way.
Cherie Bell, Marketing and Advertising with Business Experience BSc (Hons)
About the Department of Strategy, Marketing and Innovation
The Department of Strategy, Marketing and Innovation comprises passionate and enterprising academics from a diverse range of backgrounds. Our undergraduate and postgraduate qualifications bring together research, practitioner insights and teaching expertise in the disciplines of marketing, international business, entrepreneurship, strategy and innovation.
Our courses are truly experiential, providing you with opportunities to undertake company visits, attend networking events and hear best practice from industry guest speakers.
What you will study
Take a look at some of the content and modules that you may have the opportunity to study on this course:
Year 1
Year 2
Optional year
Final year
In Year 1, you'll become familiar with the principles of marketing and marketing's core concepts. You'll gain an in-depth understanding of the role and function of marketing in modern business, so when you graduate you'll understand how you can add value to companies.
Core modules
The Principles of Marketing
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.
The Outputs of Marketing
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.
The Business of Marketing
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.
The Marketing Mindset
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.
In Year 2, you'll develop your knowledge and understanding of current approaches to the development of marketing strategies and how these are implemented through marketing plans. You'll gain practical insights into how consumers buy and use products, and react to marketing activity. You'll also learn about data-driven marketing and how AI and other technologies can be used to optimise marketing campaigns.
Core modules
Customer Insights and Market Research
30 credits
All businesses are highly dependent on knowledge of markets, consumer activity and decision-making to facilitate effective planning and operational activities. The role of the contemporary marketer in all organisations and all business models, from start-ups to global corporations, relies upon a successful research and insight engine.
This module will enable you to understand how research and insight can support marketing and business decision-making for impact. You will work on live scenarios to build your skills in research and insight derivation across a wide range of traditional to emergent techniques.
The module is delivered through a combination of lectures, theory-in-practice workshops, group exercises and computer-laboratory sessions.
Analytics and AI for Marketing
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.
Advertising Tools, Techniques and Technologies
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'.
Optional modules (choose two)
Marketing Across Cultures
15 credits
This module will develop your knowledge of marketing across cultures. It will highlight the challenges and opportunities faced by a firm when marketing its products and services beyond its domestic borders.
Topics explored in this module include culture, sub-cultures, theories of cultural distance (e.g. Hofstede, Schwartz, Hall, and the GLOBE project) and disciplines such as History, Geography, Sociology and Anthropology, which will help you understand culture and its subsequent effect on international marketing strategy.
You will explore the role of culture in influencing a firm's marketing mix and discuss the impact of internet and new technology trends, such as artificial intelligence, on various facets of international marketing.
Mastering MarTech
15 credits
This module introduces the changing landscape of the data-driven marketing trend in marketing practice.
You will study typical marketing technologies (or MarTech), along with the structure of data marketing and data management platforms with analytics.
Through practical work engaging with marketing technologies, you will explore the important link between customer data management strategy and technology.
The Art of CX and UX
15 credits
As the digital realm becomes even more ever-present, it is essential for marketers to remain consumer-centric and manage all interactions customers have with digital products and services. This can be encompassed by consideration of the two industry-recognised activities of CX (customer experience) and UX (user experience).
You will be introduced to the broader concept of CX and consider how consumer-brand touchpoints manifest in a digital environment. You will also focus on the field of UX and specific product interactions and experiences.
You will gain hands-on knowledge of how to optimise a user experience and maximise overall customer experience. This module is creative and entrepreneurial with an opportunity to develop your critical thinking and problem-solving skills.
Planning and Running an Event
15 credits
In today's business environment, there is a need to understand the role of live events and their value as part of the communications mix. This module provides an understanding of the different types of business events. Key considerations include theming and branding, phases and timings, project management, budgeting and evaluation.
You will develop an awareness of the importance of contingency planning, considering sustainability issues, and the creative decision-making process involved in marketing of events. We will translate academic theories and experiential learning into practice, helping you gain the interpersonal, team-working, and problem-solving skills sought by employees.
A major part of this module involves planning, marketing and running a live event. You will gain experience of working from the event brief through to completion, giving you the experience and confidence to apply your skills to various business contexts and customer experiences.
Marketing for Sales Success
15 credits
In today's business environment, professional selling is a crucial skill for driving growth and maximising the value of marketing investments. This is a cutting-edge module that goes beyond traditional approaches to equip you with modern strategies for success in the digital and data-rich landscape.
You will study the theory and application of professional selling, sales management, and the role of technology in shaping sales strategies. You will master the art of recruiting, motivating, and managing sales teams while optimising resources.
By leveraging the latest insights and techniques, this module empowers you to navigate diverse business, professional and consumer contexts with confidence.
Work Experience
15 credits
Through this module you will gain interpersonal and business problem-solving skills that are key to successful graduate level employment. You will develop and reflect on your skills and knowledge, and learn about the business environment and the world of work, linked to your main interests.
You can gain the skills and knowledge either through your current employment, or through a short work placement in commercial, industrial, public sector or third sector organisations.
- You have the option to take an additional year to study abroad or to undertake a year-long work placement (or even a mix of both).
In your final year, you'll apply your accumulated knowledge and skills in a project involving an in-depth investigation of a contemporary marketing topic. You'll use state-of-the-art equipment to discover the issues of buyers, behaviours and brands, while exploring what the future holds for brand in a virtual marketplace. You'll also learn how the different elements of the communications mix, such as advertising, public relations, sponsorship and digital marketing, work together to produce powerful marketing campaigns.
Core modules
My Marketing Project
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.
Brands, Buyers and Behaviours
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.
Integrated Marketing Communications
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.
Optional modules (choose two)
CRM and Customer Success
15 credits
You will establish an understanding of Customer Relationship Management (CRM) as a comprehensive customer-centric approach to an organisation's strategy of acquiring, enhancing, and retaining its customers, and in some cases, a wider group of stakeholders (e.g. students, charity donors).
This module shows how CRM is based on a particular approach to business/marketing strategy/policy, business processes, customer service, employee training, marketing, sales, system applications and information management. An effective CRM strategy and system can reinforce sustainability and profitability of a business, so this module focuses on the business strategy associated with CRM and reflects upon specific strategic situations in which CRM might be deployed effectively.
This module also provides the opportunity to gain hands-on experience using an available commercial CRM software package to support business intelligence generated from CRM initiatives in support of marketing strategies, customer segmentation, customer retention measures and product offerings. You will also familiarise yourself with the notion of customer success and the roles in much demand in the contemporary marketplace.
Marketing for Services
15 credits
The services sector has become one of the largest and most important sectors in the economy of most countries across the world. This module provides an in-depth understanding of the fast-evolving area of services.
We will explore the dynamics of services marketing to provide you with a critical understanding of the principles of services marketing and customer experience management. You will study the key factors contributing to customer-perceived service quality and customer satisfaction, which are paramount for the success of any service organisation.
You will understand how to analyse and interpret service quality data and how services marketing strategies could be developed to enhance customer satisfaction.
Multimedia Storytelling
15 credits
This module encourages you to engage critically and practically with the ways in which digital technologies and new media are used to curate and develop marketing communication and stories for audience engagement.
You will explore how outlets such as vlogging, podcasting, gaming and emergent modes of engagement are used to transform and reframe the act of telling stories for marketing purposes.
You will learn the specialist vocabulary, concepts and skills employed in storytelling in a variety of marketing and industries contexts. You will also look at the role of digital storytelling in narrative theory, such as the representation of narrative action, plot and character, and the use of words, images and sound as narrative devices.
Web3 for Marketers
15 credits
As Web3 develops, new frontiers are opening for marketers and brand owners. These include new types of brand extension, virtual activities, and more ways to connect with consumers through tactical brand related activities to build loyalty.
Not entering the metaverse or engaging with Web3 will not be an option for marketers who wish to remain on the cusp of technology and consumer interest. Therefore, this module offers a practical and practitioner -led roadmap for extending brands in a Web3 world. This includes an introduction to Web3/the metaverse and culminates in the ideation, development and design of bespoke Web3 brand activities.
You will enhance your analytical, digital, creative and problem-solving skills, in addition to developing your confidence to discuss Web3 brand activation with potential employers and stakeholders.
Marketing for Social Change
15 credits
Marketing entails understanding consumers' behaviours and attempting to influence choices, usually in a particular brand's favour.
This module explores how marketing activities can be used to promote voluntary behaviour change in a socially desirable direction and the ethical issues that arise in attempting to do so. You will study the concept of social marketing, the application of the marketing concepts and techniques to achieve specific behavioural goals related to social good, such as reducing energy usage or exercising more.
You will explore how marketing methods are and can be applied by different stakeholders including Governments, Charities, NGOs (non-governmental organisations) and Companies to achieve social aims.
Professional Experience
15 credits
You will reflect upon the skills acquired in attaining your internship, alongside the conceptual and theoretical knowledge developed through your study of the core curriculum.
You will prepare a brief for future students on how to make the most out of their internship, through the form of either a blog post, video, vlog (video blog), podcast or poster presentation.
Please note
Optional modules only run if there is enough demand. If we have an insufficient number of students interested in an optional module, that module will not be offered for this course.
Foundation year: Business
If you would like to study this business degree at Kingston University but are not yet ready to join the first year of a BSc(Hons) course, you may want to consider studying this course with a foundation year.
The foundation year in business is part of a four-year degree and is taught at Kingston College, close to Kingston University's Penrhyn Road campus. You'll be introduced to professional skills, numerical concepts, business IT, marketing, customer care and business law.
Future Skills
Knowledge to give you the edge
Embedded within every course curriculum and throughout the whole Kingston experience, Future Skills will play a role in shaping you to become a future-proof graduate, providing you with the skills most valued by employers such as problem-solving, digital competency, and adaptability.
As you progress through your degree, you'll learn to navigate, explore and apply these graduate skills, learning to demonstrate and articulate to employers how future skills give you the edge.
At Kingston University, we're not just keeping up with change, we're creating it.
Kingston Business School Accreditations
Kingston Business School holds the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business) in recognition of the excellence of its business education. This accreditation has been earned by just 5% of the world's business schools and recognises the high quality and standard of our business degree offerings.
Accreditation
Chartered Institute of Marketing
This course is accredited by the Chartered Institute of Marketing (CIM). CIM qualifications are highly sought after by employers. Students on this course will have the opportunity to gain a CIM Certificate in Professional Digital Marketing through the CIM Accredited Degree Programme.
Specialist careers support
You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback to help develop your employability skills for the world of graduate employment.
- Develop your understanding of the jobs market, including current trends and opportunities, different recruitment processes and how to identify relevant roles
- Receive personalised feedback reports to help you to improve and progress
- Access additional webinars on top tips, employer expectations and best practice
Kingston Business School: be who you want to be
Entry requirements
Teaching and assessment
Scheduled learning and teaching on this course includes timetabled activities including lectures, seminars and small group tutorials.
Who teaches this course?
You will be taught by an experienced teaching team whose expertise and knowledge are closely matched to the content of the modules on this course. The team includes senior academics and professional practitioners with industry experience. Student academic mentors also provide support during certain tutorials / seminars, under the supervision of the module leader.
The following group of staff members are currently involved in the delivery of different elements of this course. This pool is subject to change at any time within the academic year.
Course fees and funding
Additional costs
Depending on the programme of study, there may be extra costs that are not covered by tuition fees which students will need to consider when planning their studies. Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, access to shared IT equipment and other support services. Accommodation and living costs are not included in our fees.
Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.
Work placements
Our course offers a work placement to help you develop your skills and gain invaluable experience, this option will also help you to:
- Improve your career choices: Business experience and placements help you to make better-informed career choices and help you stand out from the competition when you look for a job
- Help with your studies: Statistics indicate that on average students who do placements get better results in their final year
- Develop your professional skills: Preparing you for your career
- Increase your employability: Each year many of our students receive graduate job offers from their placement employer.
After you graduate
This course meets the needs of the continuously evolving careers in marketing and advertising, including brand and marketing communications managers, market researchers, media planners and buyers, account executives, copywriters, as well as advertising and social media managers. Many graduates progress to postgraduate study.
Key information set
The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).
Course changes and regulations
The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Course changes explained.
Programme Specifications for the course are published ahead of each academic year.
Regulations governing this course can be found on our website.
