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Course Information

BA (Hons)

3 - 4 years Lincoln Business School Lincoln Campus [L] Validated 280 points N500

100%of Marketing students said they were satisfied with their course overall according to the National Student Survey 2015, as provided by


Marketing defines the relationship between an organisation and its customers, cultivating demand for new and existing products and services. Successful marketing is both a science and an art, combining data-driven analysis with vision, insight and creativity.

The BA (Hons) Marketing degree aims to produce graduates with a thorough grounding in the principles and practice of marketing. Students develop an understanding of marketing techniques and the processes applicable to a wide range of business types and sectors.

A distinctive feature of Lincoln’s Marketing degree is its emphasis on the practical application of your skills, with opportunities to think and work as a consultant on live briefs from real businesses. There is an international focus on contemporary developments in the industry, such as the emergence of new technologies, product and service innovation, and the evolving role of the marketing discipline.

How You Study

Most modules include some lectures. These are designed to inspire and motivate students, introduce them to particular topics and give an overview of current issues and debates within the discipline. Some are given by visiting practitioners who provide 'live' case material and offer students industry contacts and careers advice.

In seminars, which typically involve numbers of fewer than 20, students are able to articulate their own thoughts and clarify ideas through discussion with others. A variety of learning methods used including in-class group exercises, discussions, presentations, evaluation of sample material, and case study analysis.

At Lincoln Business School, every full-time undergraduate student from the UK or EU is eligible to undertake a work placement between their second and final year of study. There are also opportunities for relevant work experience and career development as part of the degree course itself, as well as through various other Lincoln Business School and University schemes. For more information about this please see

Contact Hours and Independent Study

Contact hours may vary for each year of your degree. However, remember that you are engaging in a full-time degree; so, at the very least, you should expect to undertake a minimum of 37 hours of study each week during term time and you may undertake assignments outside of term time. The composition and delivery for the course breaks down differently for each module and may include lectures, seminars, workshops, independent study, practicals, work placements, research and one-to-one learning.

University-level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend two - three hours in independent study.

Please see the Unistats data, using the link at the bottom of this page, for specific information relating to this course in terms of course composition and delivery, contact hours and student satisfaction.

How You Are Assessed

Examinations are included to test students' ability to work under time-constrained conditions, to test knowledge of basic principles, and to guard against potential plagiarism.

Assignments are used to allow students to manage their own time, develop their research and analytical skills, and explore subjects in greater depth. They take a range of forms including essays, reports, and oral presentations prepared individually and in groups.

Assessment Feedback

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to you promptly – no later than 15 working days after the submission date.

Methods of Assessment

The way you will be assessed on this course will vary for each module. It could include coursework, such as a dissertation or essay, written and practical exams, portfolio development, group work or presentations to name some examples.

For a breakdown of assessment methods used on this course and student satisfaction, please visit the Unistats website, using the link at the bottom of this page.

What We Look For In Your Application

Inquisitiveness, energy, interest and commitment. No specific skills are required, although an interest and curiosity about the world of Marketing is valued.


Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

For a comprehensive list of teaching staff, please see our Lincoln Business School Staff Pages.

Entry Requirements

Applicants should have a minimum of 280 UCAS tariff points, to include two full A Levels (preferable three). Applicants will also need at least five GCSEs at grade C or above, including English Language and Maths.

We also accept a wide range of other qualifications including the BTEC Extended Diploma, Diploma and Subsidiary Diploma, the European and International Baccalaureate Diplomas, and Advanced Diplomas. You can find tariff values on the UCAS website

We encourage applications from mature students and we will give special individual consideration to those who are in this category and do not have the standard entry requirements.

Degree preparation courses for international students:

The University of Lincoln offers international students (non EU/UK) who do not meet the direct entry requirements for an undergraduate degree course the option of completing a degree preparation programme at the university’s International Study Centre. To find out more please visit

If you would like further information about entry requirements, or would like to discuss whether the qualifications you are currently studying are acceptable, please contact the Admissions team on 01522 886097, or email

Level 1

Analysis of Business Data

This module introduces some quantitative techniques fundamental to the analysis of business data. It promotes a critical awareness and understanding of some of the processes, techniques and technology by which numerical information can be collected and communicated. Students practice the systematic use of appropriate industry-standard computer technology for the acquisition, analysis and presentation of data (for example, Excel or SPSS).

Contemporary Business Analysis

Students are introduced to a range of economic concepts and basic analytical techniques. Upon successful completion students are able to:

  • Explain the workings of the price mechanism, the labour market and various forms of market failure
  • Explain the relationship between the firm’s costs, revenues, prices and outputs within various market structures
  • Analyse the interaction between entrepreneur, the firm and its external environment
  • Analyse the inter-relationships between government and key macro-economic indicators
  • Understand the links between the internal and external economy and how this impacts on the firm and its external environment.

Financial Communications

Students can develop an understanding of the relevance of finance and accounting and some of the current issues facing business people.

This module is not an introduction to the technical side of accounting, rather; non-specialists can gain the ability to understand and comment upon issues which will arise upon pursuing a business career. Most organisations spend considerable time and money producing 'Financial Communications' and the module examines the underlying reasons behind this behaviour and the extent to which these communications achieve their objectives.

Introduction to Advertising

This module is designed to provide an introduction to the theory and practice of communication and, more specifically, advertising. The more we understand about how people communicate, the better position we shall be in to manage our organisation’s messages. When quality and price are fairly evenly matched within a sector, the advertising campaign might be the very thing that differentiates your product or brand from the competitor’s.

This module encourages students to understand a range of core communication models and theories, in order that they will be able to analyse the likely impact of media messages on target audiences. The module aims to examine the theories of advertising and introduce the student to the various conceptual frameworks which attempt to explain how advertising works. It aims to provide an introduction to the different media.

Emphasis is placed on the advertising agency, its relationship with their clients and the media selection and buying process. Issues such as how the advertising industry manages and regulates good practice are explored. The crucial aspect of this module is the discussion of advertising within the broader marketing environment. For instance, how advertising aids brand objectives and marketing management are discussed. How advertising is perceived within the cultural environment and how the impact of new technology will affect advertising will also be considered. The role of planning within the advertising function stressed.

Organisational Behaviour 1: Evolving Perspectives of Management

(Option) It is suggested that organisational structure affects human behaviour in organisations and that strategy, structure and culture are closely related, although rarely considered together. To set contemporary management behaviour in context, an understanding of the evolution of management theory is necessary, together with a consideration of organisational structure. Accordingly, a number of competing and contrasting perspectives of past and present thinking on management are explored, together with an acknowledgement that some approaches are complementary, whilst others are in conflict and recognition that 'new' management thinking and methods may simply be repackaged familiar, old ideas. The term 'organisational behaviour' relates to the activities and interactions of people in organisations. Organisational behaviour has been defined as the 'inter-disciplinary body of knowledge and field of research, concerned with how formal organisations, behaviour of people within organisations and salient features of their context and environment, evolve and take shape, why all these things happen the way they do and what purposes they serve'. In considering the changing and evolving roles of management and managers, the module acknowledges that the study of organisational behaviour is multi-disciplinary and draws in particular from psychology, social psychology, sociology, economics and political science.

Principles of Marketing

This module is designed to provide an introduction to the theory and practice of marketing.

We aim to familiarise students with the key concepts and issues of marketing, giving them a thorough grasp of the sort of marketing decisions there are to be made and what factors affect them.

To start with, learning will be fairly directive - e.g. compulsory reading, and tutor led seminar discussion. Progressively students will be expected to become more independent in their work by making their own reading selections and actively presenting during seminars. Students may also experience two different assessment types: individual essay writing and a group presentation. In addition to the course contents, this training can help students become better prepared for some of the other modules they take in the future.

The Marketing World

The module provides a broad introduction to the Marketing World from a professional practitioners perspective. This includes marketing forecasting, sales management, corporate public relations (PR), internal and external marketing. It is designed for students with no previous experience or knowledge of working in the marketing function of an organisation.

Level 2

Buyer Behaviour and Market Research

This module prepares students for the use of market research techniques in order to help companies understand the nature of buyer behaviour activity. Students develop a critical perspective of how an understanding of buyer behaviour can be used by marketers to develop competitiveness. The module is also designed to equip students with the knowledge and skills to understand and initiate customer market research activities.

Marketing in Practice

(Option) This module considers the key influences on marketing, helping students to understand the issues involved in making marketing mix decisions, the relevance of competition to marketing decisions, the implementation of marketing in the organisation and selected applications of marketing. It is both theoretical and applied in nature, requiring students to use relevant concepts, models and frameworks both in the analysis of case material and when developing their own product concept. The module is broad-based covering many marketing topics and providing for the steady progression of students from certificate level through to the more demanding and strategic subject material of higher level marketing. Organisations rarely exist in a non-competitive vacuum therefore a key theme of the unit is the understanding and relevance of the concept of competitive advantage. This theme is developed throughout the unit by highlighting how marketing decisions at an operational level have a crucial part to play in delivering a unique and sustainable position for a company versus its competition. A second theme is the European flavour of the program which is developed throughout.

Media Planning for Advertising

This provides an in-depth analysis of the media industry. It is concerned with media selection and the decisions to be considered when placing advertisements in the media. This analysis ranges from the future of broadcast television to the effectiveness of 'media' used by retailers. The module provides students with an ability to make media choices that are most effective for advertising campaigns in the context of the product (brand) or service to be advertised.

Relational Strategies and Interactive Media

Relationship marketing is viewed as the process of creating added value for organisations by managing their relationships with internal and external stakeholders. These can include customers, employees, suppliers and distributors. This module broadly defines the task of relationship marketing to exist in a marketing and managerial perspective. It will focus on relationships and the networking process. It will also critically examine some important theoretical contributions in this area. Students will learn how they can conceptualise relationship marketing strategies and how they can subsequently be applied in practice, e.g. in a B2B environment.

Services Marketing

Increasing standards of living and wealth in western society has resulted in more of the population earning their living from providing services. More of our income is spent on services rather than manufactured goods and this will continue to be the case. Traditional marketing teaching tends to be product-based, rather than reflecting the importance of the consumption of services and its implications. This module addresses this gap in current marketing education.

Level 3

Consultancy Project (Business) (Option)

This module has been so designed that participants in the module will be given the opportunity to work as Marketing/PR/Advertising consultants on a 'live' company project.

The overriding goal is for students to experience real company problems first hand and to work in small groups to attempt to find information and ideas that offer meaningful solutions to the client company. This module can be as challenging as it is engaging. It offers an opportunity to apply knowledge gained from the degree programme in a real world environment. This module prepares to bridge the gap between the classroom and industry and aims to directly prepare students for employability.

Dissertation (Business) (Option)

(Option) The dissertation is a major independent piece of work intended to develop a student’s ability to actively engage with core disciplinary issues. Students should demonstrate the ability to identify, organise and select from a large body of material in order to produce a coherent, well defined and internally consistent representation of their findings. Students work with their supervisor to research, develop and present their study for assessment following the agreed formats as prescribed by Lincoln Business School.

Entrepreneurial Marketing

Entrepreneurial marketing has been designed so that participants in the programme will be prepared to quickly assess the nature of business enterprise. Students will be encouraged to learn and understand the challenges, opportunities and skills required by organisations to make effective decisions in a rapidly changing business environment. The development of entrepreneurial marketing skills and knowledge will enhance student’s employability, and assist them in contributing to company activities and profitability. The overriding goal of the module is to aid students in understanding practically ‘how businesses grow’ and ‘how’ they as future employees can make positive contribution to this growth.

Global Marketing Strategy

The modern world is made up of countries that are not separated from each other. For example countries trade different kind of goods from commodities to final products and many countries recognise the benefits of opening up their borders. This development of the international trade is also affecting businesses that must have a consistent strategy and global mind set in order to deal with the ever increasing number of organisations exporting, importing and manufacturing abroad.
This module considers the strategic and tactical marketing implications for companies operating in a rapidly changing and dynamic global business environment. The main aim of the module is to give you a range of skills which will enable you to think strategically in the context of this globalised business world
This module is about how organisations create and maintain a viable position in today’s complex business world. The unit seeks to examine the kind of thinking that can underpin successful marketing strategies and their practice. Successful marketing organisations are the ones which now and in the future will have the skills to manage multiple strategic processes. In the course of this module you will have full opportunity to examine and think about this multifaceted perspective on marketing.

Marketing Communications

Marketing Communications is one of the most noticeable and widely discussed instruments of the marketing mix and has an enormous impact on both society and the business world. Every private consumer is exposed to advertising and takes advantage of sales promotions, buys famous brands and visits stores. Organisations make every effort to influence the buying behaviour of consumers and are equally motivated to communicate effectively with their business customers and suppliers. In a business environment where the price and quality of goods and services may be equally matched within a sector, what organisations say, how they say it and to whom can make all the difference. Marketing Communications is of interest to everyone. Theories of information processing and buyer behaviour, both at individual and organisational level, are explored and applied in the development of communication plans.

Marketing executives face the challenge of integrating the strengths of the various promotional tools to build successful brands and to achieve competitive advantage. In a business environment where the price and quality of goods or service may be equally matched within a sector, what we say, how we say it and to whom - can make all the difference. Marketing communications is of interest to everyone…

The module places marketing communications in context, then discusses the implications of buyer behaviour, how we learn, how we communicate and how we process the information we are bombarded with each day! We look at the implications for marketers trying to find a way through to their customers, be it the consumer or a business customer.


All Lincoln Business School students have the option to complete a work placement year, during which you can undertake a paid full-time role in an industry of your choosing in the UK or overseas. A placement year exposes you to a professional business environment, offering valuable workplace experience, networking and knowledge.

Visit to find out more about the Professional Practice Year, and our other employability schemes.

Placement Year

When you are on an optional placement in the UK or overseas or studying abroad, you will be required to cover your own transport and accommodation and meals costs. Placements can range from a few weeks to a full year if students choose to undertake an optional sandwich year in industry.

Students are encouraged to obtain placements in industry independently. Tutors may provide support and advice to students who require it during this process.

Student as Producer

Student as Producer is a model of teaching and learning that encourages academics and undergraduate students to collaborate on research activities. It is a programme committed to learning through doing.

The Student as Producer initiative was commended by the QAA in our 2012 review and is one of the teaching and learning features that makes the Lincoln experience unique.


Lincoln Business School is based in the award-winning David Chiddick Building which provides modern teaching and learning spaces, including lecture theatres, workshops, IT laboratories and social areas.

At Lincoln, we constantly invest in our campus as we aim to provide the best learning environment for our undergraduates. Whatever your area of study, the University strives to ensure students have access to specialist equipment and resources, to develop the skills, which you may need in your future career.

View our campus pages [] to learn more about our teaching and learning facilities.

Career Opportunities

Marketing is a broad discipline, which offers a range of opportunities for talented, ambitious graduates in roles such as account manager, advertising executive, communications officer, market researcher, consultant and project manager. Lincoln graduates have progressed to careers in major blue chip companies and public sector organisations including JCB, Ford, BM Marketing, Interflora, Network Rail and Unilever.

Careers Service

The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities.

The service works closely with local, national and international employers, acting as a gateway to the business world.

Visit our Careers Service pages for further information. []

Additional Costs

For each course you may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required, depending on your course. Some courses provide opportunities for you to undertake field work or field trips. Where these are compulsory, the cost for the travel, accommodation and your meals may be covered by the University and so is included in your fee. Where these are optional you will normally be required to pay your own transportation, accommodation and meal costs.

With regards to text books, the University provides students who enrol with a comprehensive reading list and you will find that our extensive library holds either material or virtual versions of the core texts that you are required to read. However, you may prefer to purchase some of these for yourself and you will be responsible for this cost.

Related Courses

The BA (Hons) Advertising and Marketing degree at Lincoln develops your creativity, knowledge and skills to deliver successful global campaigns that are on target and within budget, preparing you for a successful career in the creative industries.
This BA (Hons) Business and Marketing degree is designed to provide you with a firm grasp of the principles of business and marketing, exploring the theoretical and practical context of business studies while enabling you to develop a marketing specialism.
The UK events industry is estimated to be worth £36 billion and this could increase to £48 billion by 2020, according to a parliamentary report.
The BA (Hons) Public Relations degree at Lincoln provides opportunities for students to learn a strategic approach to PR and benefit from an integrated multimedia approach to communications. The course draws on the disciplines of storytelling, crisis management, events and campaigning.

Tuition Fees

2016/17 Entry UK/EUInternational
Full-time £9,000 per level £12,800 per level
Part-time £75 per credit point  
Placement (optional) Exempt Exempt

For further information and for details about funding your study, please see our UK/EU Fees & Funding pages or our International funding and scholarship pages. [] []

The University intends to provide its courses as outlined in these pages, although the University may make changes in accordance with the Student Admissions Terms and Conditions.