14Jun
UndergraduateDurham University has participated in the Teaching Excellence Framework.These ratings were awarded in 2023, for four years.
Open days
Course summary
Drawing from the fields of psychology, sociology, anthropology, philosophy and economics, this varied and dynamic course helps you understand how consumers behave and how businesses use this insight to market their products and services. Combining contemporary marketing with business management you will develop an understanding of different markets, learn how to predict and interpret consumer behaviour, identify trends and communicate brand strategy. The management element of the course includes financial, entrepreneurial and strategic components. Studied together, these subjects unlock more career pathways whether you’re looking for a specialist marketing role or interested in the wider field of business management. This flexible curriculum links academic theory with real-world business experience including expert guest speakers and projects where you will take on business challenges. It offers plenty of opportunities to tailor your studies as your interests evolve. You have the option to complete the course in three years, add a placement year or spend a year abroad. Year 1 provides a foundation of knowledge and skills in marketing and management. In subsequent years you will further develop your knowledge and skills in areas such as digital marketing, consumer behavioural science, branding, market research and communications. The wide range of optional modules give you the opportunity to focus your studies on areas of special interest such as retail marketing and social marketing. The degree culminates in either a dissertation or project based on an area of marketing of your choice.
Modules
Year 1 Core modules: Introduction to Advertising covers theories of persuasion, contemporary issues in advertising such as social, ethical issues, and inclusivity. Live briefs from international organisations will be used as the assessment to give you, the opportunity to apply your knowledge and skills to a professionally relevant task. Marketing Principles covers the key principles of marketing theory and its application in both commercial and non-commercial sectors. You will study how marketing works in practice looking at areas such as consumer behaviour, market segmentation, marketing strategy, distribution, branding, communications theory, pricing and ethics. Managing Behaviour and Organisations focuses on managing people and organisations in contemporary society. You will learn about some of the concepts that can lead individuals and groups to behave in a particular way and apply these concepts to a range of issues including examples from your own experiences. Financial Information for Managers introduces financial management and sources of finance. You will develop an understanding of a range of financial reports looking at areas such as budget, sources of finance, capital investment and performance analysis. Introduction to Digital Marketing draws upon the latest research in the digital marketing arena to prepare you for the future challenges of marketing in the digital world. You will explore the enormous possibilities made possible by the latest digital development such as big data analytics, machine learning, artificial intelligence, Internet of Things, Virtual Reality and Augmented Reality and examine the opportunities this brings to companies or brands. Marketing Strategy in Practice gives you an understanding of how marketing decisions are made in practice and possible responses to the consequences of those decisions. This module will extend your understanding of marketing strategy and develop your critical reflection skills. Year 2 Core modules: Brand Strategies, Identity, Culture and Society examines the key principles of brand management from a range of perspectives. You will learn about the socio-cultural meaning of brands, the process of naming a brand and the links between brand and identity. The module evaluates brands in the wider social context, including domestic or international markets and social forces and consumption trends. Behavioural Science for Marketers looks at how consumers interact with everyday products and services and the ways in which they are marketed. You will examine consumers' responses to marketing stimuli and the ways in which context can affect these responses. You will also explore the latest behavioural science research into consumer behaviour and marketing practice. Marketing Research teaches you about various contemporary research methods on consumer behaviours and markets and how the data can be used to inform marketing management decision making. You will develop ability to design a market research project Integrated Marketing Communications provides a working understanding of the integrated marketing communications (IMC) mix and its relationship with the marketing mix. This module covers areas such as consumer behaviour and consumption, measurement of IMC, image and brand management, and digital marketing analytics. Examples of optional modules: Information Systems Operations Management Applied Brand Strategy Entrepreneurship Digital Marketing: Tools and Techniques Innovation Management. Year 3 (Year 4 if undertaking a placement or year abroad) Core modules: Dissertation Behavioural Science Marketing Project. Examples of optional modules: Retail and Services Marketing Global Marketing Social Marketing Consumer Power Influencer Marketing Strategies Corporate Responsibility and Sustainability Leadership Global Sport Business How to Read Business Work, Organisation and Society.
Assessment method
Modules are assessed via a combination of examinations, written assignments and reports, investigative projects and presentations. The range of assessment methods is designed to assess your knowledge and understanding of the material, test your critical thinking skills, enhance your written and oral communication skills, and assess your ability to relate your learning to real-world issues. The final year marketing project or 12,000-word dissertation makes up one-third of your final-year marks.
How to apply
31Jan
This is the deadline for applications to be completed and sent for this course. If the university or college still has places available you can apply after this date, but your application is not guaranteed to be considered.
Application codes
- Course code:
- N509
- Institution code:
- D86
- Campus name:
- Durham City
- Campus code:
- O
Points of entry
The following entry points are available for this course:
- Year 1
Entry requirements
Qualification requirements
UCAS Tariff - Not accepted
A level - AAA
Pearson BTEC Level 3 National Extended Diploma (first teaching from September 2016) - DDD
Access to HE Diploma - D: 30 credits M: 15 credits
Scottish Higher - AAAAB
Scottish Advanced Higher - AAA
International Baccalaureate Diploma Programme - 37 points
Welsh Baccalaureate - Advanced Skills Challenge Certificate (first teaching September 2015) - Not accepted
Extended Project - Not accepted
Leaving Certificate - Higher Level (Ireland) (first awarded in 2017) - H2, H2, H2, H2, H2
Cambridge International Pre-U Certificate - Principal - D3, D3, D3
OCR Cambridge Technical Extended Diploma - DDD
T Level
Our contextual offer for this programme is A level BBB/ABC (or equivalent). Grade 7 in GCSE Mathematics, or B in Core Maths if Maths not taken as an A level is essential. To find out if you’re eligible, please visit: https://www.durham.ac.uk/study/undergraduate/how-to-apply/what-happens-to-your-application/contextual-offers/
Please click the following link to find out more about qualification requirements for this course
English language requirements
Durham University welcomes applications from all students irrespective of background. We encourage the recruitment of academically well-qualified and highly motivated students, who are non-native speakers of English, whose full potential can be realised with a limited amount of English Language training either prior to entry or through pre-sessional and/or in-sessional courses. It is the normal expectation that candidates for admission should be able to demonstrate satisfactory English proficiency before the start of a programme of study, whether via the submission of an appropriate English language qualification or by attendance on an appropriate pre-sessional course. Acceptable evidence and levels required can be viewed by following the link provided.
English language requirements
https://www.durham.ac.uk/study/international/entry-requirements/english-language-requirements/
Student Outcomes
Operated by the Office for Students
Employment after 15 months (Most common jobs)
Go onto work and study
The number of student respondents and response rates can be important in interpreting the data – it is important to note your experience may be different from theirs. This data will be based on the subject area rather than the specific course. Read more about this data on the Discover Uni website.
Fees and funding
Tuition fees
| Republic of Ireland | £9250 | Year 1 |
| Channel Islands | £9250 | Year 1 |
| EU | £27600 | Year 1 |
| England | £9250 | Year 1 |
| Northern Ireland | £9250 | Year 1 |
| Scotland | £9250 | Year 1 |
| Wales | £9250 | Year 1 |
| International | £27600 | Year 1 |
Additional fee information
There may also be additional course costs for things like books (if you want to purchase them), field trips etc.
Provider information
Durham University
The Palatine Centre
Stockton Road
Durham
DH1 3LE