BA (Hons) Marketing
Students will gain a sound grasp of the principles of Marketing. These skills will be developed to enable them to understand the business environment within which they will be operating.
Students will be taught to understand market opportunities and challenges and how to develop strategies and operations that enable companies to become competitive in their market place.
Customers and our relationships with them are at the heart of any business. Marketing is the function that manages and builds those relationships. It is one of the most important business functions and is key to the global economy.
This course aims to create specialist Marketing graduates with a thorough grounding in the principles and practice of marketing. Students will gain an understanding in, and be able to use, marketing techniques and processes at a strategic and operational level and appreciate the role of marketing across a wide range of business functions and industry types.
There is an emphasis on contemporary developments such as the use of new technology, product and service innovation, and the evolving role of the marketing discipline.
This course is distinctive in that it provides the opportunity to assimilate key marketing skills and apply them through a variety of 'live' business environments and consultancy projects.
Is This Course Right For Me?
The Marketing course combines intellectual rigour with personal development. It provides an academic grounding in key topics such as Marketing theory and practice, strategic use of communications and the applications of strategy to achieve business development objectives.
Our aim is to enable the personal development of each individual student and this is a key focus of the course.
How You Study
Students are encouraged to develop independence in their thinking and managing their own time within a framework of direction and support offered by teaching staff. Throughout the course, students are sensitised to issues of codes of professional conduct and ethical behaviour.
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 addition to tutor-directed seminars, students are encouraged to form their own learning and support groupings.
Our approach is one of collaboration between staff and students. Emphasis is put on using the student group as a resource for learning. 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.
Student participation is encouraged from the start and set as the norm for the rest of the course. Students are expected to prepare prescribed material for seminars as well as generally keep abreast of current developments in their discipline.
How You Are Assessed
The assessment strategy adopted within this degree is designed to address the intended learning outcomes of individual modules, and reflect progression through the various levels of the course. The different methods used ensure that a student has a variety of opportunities to demonstrate their abilities.
Assessments become increasingly demanding in their content and complexity as the course progresses.
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.
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.
The course is contemporary and practical and involves a good deal of participation and problem-based learning.
Applicants should have a minimum of 280 UCAS Tariff points from a minimum of two A Levels (or the equivalent). In addition to the minimum of two A Levels, other qualifications such as AS Levels, the Extended Project and the ASDAN CoPE for example, will be counted towards the 280 point requirement.
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.
Applicants will also be required to have at least five GCSEs at grade C or above (or the equivalent), including English Language and Maths.
Applications are welcomed from mature students who are studying towards an Access to Higher Education programme. A minimum of 45 level 3 credits at merit or above will be required. We will also consider applicants with extensive relevant work experience.
For international students who do not meet criteria for direct entry to this degree we offer the International Year One in Business and Management. Depending on your English language level, you will study 3 or 4 terms then progress directly to the second year of this degree.
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 firstname.lastname@example.org.
Analysis of Business Data
This 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 practise 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.
Students develop an understanding of the relevance of finance and accounting and some of the current issues facing business people. It 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 examines the theories of advertising and introduces the student to the various conceptual frameworks which attempt to explain how advertising works. It provides 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 required to become more independent in their work by making their own reading selections and actively presenting during seminars. Students will also experience two different assessment types: individual essay writing and a group presentation. In addition to the course contents, this training will 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.
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.
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.
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 directly prepares 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 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 main aim of this module is to assist you in becoming equipped with a range of skills which will enable you to think strategically in the context of this globalised business world. We consider the strategic marketing implications for companies operating in a rapidly changing and dynamic global business environment. For many organisations, the importance of a global perspective and strategy is vital to long-term success. Competitive marketing strategy, examined in a global context, is a market oriented approach that establishes a profitable and sustainable position for the firm against all the forces that determine industry and ultimately international conditions of trading.
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 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 which try every trick in the book to influence our buying behaviour. Likewise, organisations are equally desperate to communicate effectively with their business customers and suppliers.
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.
THE PROFESSIONAL PRACTICE YEAR
All Lincoln Business School students studying a full-time degree are eligible to take the four year study option including a work placement year between the second and final year of study.
Recent studies show that undertaking a placement year is a key contributor to a student’s overall employability. Almost 25% of university student who secured a position before graduating did so through work experience, placement or an Internship (University of Lincoln research, 2011). Also students who have taken a placement year do better in their final year and on average, secure higher grades in their degree.
Our placement year, which we call the Professional Practice Year, has been recognised, by visiting companies offering placements, as significantly more encouraging, interactive and supportive than those offered by other, often much larger universities. The responsibility for applying for and securing a placement remains with the student, however we give you all the personal support you need to enable you to complete your search.
During level two you will be invited to attend a number of workshops and guest lectures around the topic of the Professional Practice Year, introducing the idea to you and assisting with the process of securing a placement that suits you. You can choose to do your placement in Lincoln, somewhere else in the local area, back at home, anywhere in the UK, and in fact anywhere in the world. The University of Lincoln does not charge a tuition fee for your placement year.
Student as Producer
Student as Producer is a development of the University of Lincoln's policy of research-informed teaching to research-engaged teaching. Research-engaged teaching involves more research and research-like activities at the core of the undergraduate curriculum. A significant amount of teaching at the University of Lincoln is already research-engaged.
Student as Producer will make research-engaged teaching an institutional priority, across all colleges and subject areas. In this way students become part of the academic project of the University and collaborators with academics in the production of knowledge and meaning. Research-engaged teaching is grounded in the intellectual history and tradition of the modern university.
Please visit the Student as Producer website for further information. [http://studentasproducer.lincoln.ac.uk/]
Lincoln Business School is based in the David Chiddick building alongside Lincoln Law School.
The building was completely refurbished in 2010 and provides students with teaching and learning space including lecture theatres, workshop rooms, an IT/language lab and a mooting chamber, along with places to meet and eat with friends and staff.
The building provides high quality spaces for teaching and group learning and is the perfect setting for successful Business School students to learn and develop.
Our graduates go on to careers in blue chip companies and in the private and public sectors. They have focal roles in agencies in account management, advertising, communications, market research, consultancy and project management.
Destination surveys show that our students have opportunities in Marketing, Account Management, Advertising, Communications, Market Research, Consultancy Project Management and indeed Management in general.
Many of our graduates choose to work for international organisations while others choose to remain more local. Both public sector and private sector organisations appear strongly.
It is evident that employers of all sorts appreciate the value of our Marketing courses and especially the graduates that successfully complete them.
While you are at the University of Lincoln, you will have different services at your disposal that will help you best prepare for your future career.
The University's Careers & Employability Team offers qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University and once you graduate.
This service includes one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities. Having achieved new knowledge and skills, you will be fully supported to fulfil your career ambitions.
The service works closely with local, national and international employers, acting as a gateway to the business world. It advertises a range of graduate positions around the country.
Visit our Careers Service pages for further information. [http://www.lincoln.ac.uk/home/campuslife/studentsupport/studentcareersservice/]
At the University of Lincoln, we provide access to excellent teaching and learning facilities, library materials, laboratories, laboratory equipment, consumables and IT equipment that you would expect to find included in your tuition fee.
In addition, we cover other necessary costs associated with modules which are a compulsory part of your course. These compulsory items are included in your tuition fee.
||£9,000 Per level
(Full and part-time)
|£11,130 Per level|
|2014 Entry||£9,000 Per level
(Full and part-time)
|£11,798 Per level|
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. [www.lincoln.ac.uk/home/studyatlincoln/undergraduatecourses/feesandfunding/] [www.lincoln.ac.uk/home/international/feesandfunding/internationalscholarships/]