This course is an academically robust and business- relevant programme. It gives you a solid foundation in marketing while exploring the complex and exciting world of advertising – covering the development of creative concepts, planning and execution of advertising campaigns, critical analysis and measurement of advertising success. You’ll also gain an understanding of communication, media and marketing methods. During this degree, you’ll have the opportunity to study for a professional qualification with the Chartered Institute of Marketing (CIM), significantly enhancing your career prospects. In the First Year, students are given the opportunity to become Affiliate Members of CIM and study for a first CIM award.
Partnerships and opportunities
As part of our enterprise focus, we give you many options to gain work experience. You can undertake internships during the summer, engage in multiple work shadowing opportunities, and take on a yearlong placement between your second and third year. Our students completed placements with a wide variety of commercial and industrial companies, such as Walt Disney, IBM, Porsche, Toyota, BMW, Body Shop, Rent-a-car Enterprise, House of Commons, Hugo Boss.
The course is taught by a range of staff with relevant expertise and knowledge appropriate to the content of the modules taught. Senior academic staff, qualified professional practitioners and researchers enhance module content with relevant up to date trends.
Many students also choose to broaden their horizons through our study abroad programme in the second year with one of our partner universities in Europe, North America or Australia. Without a doubt, they come back with excellent skills in a second language in addition to fantastic memories, experiences and career skills.
Study for a Chartered Institute of Marketing Qualification
Students taking BA Marketing and Advertising degrees are eligible to study for Chartered Institute of Marketing qualifications whilst at the university. In the first year, students are given the opportunity to become Affiliate Members of the Chartered Institute of Marketing and study for a first CIM award. Opportunities to gain additional CIM qualifications are offered during the second and final years.
5 Reasons to Study BA(Hons) Marketing and Advertising
The course is professionally accredited by the Chartered Institute of Marketing and gives you chances to study professional qualifications.
You will get to work on live industry projects using real data and working with businesses and charities across the UK.
The course gives you the opportunities to do a work placement in SMEs or large corporations, developing key employability skills
All students have the option to study abroad and learn or develop language skills to give you an edge in the job market.
You will develop key marketing and communications skills at a leading international business-facing University.
As this course is accredited by the Chartered Institute of Marketing, you have the opportunity to study for CIM professional qualifications. The course also offers value exemptions from a variety of CIM qualifications through the Graduate Gateway. The Chartered Institute of Marketing has commended Hertfordshire Business School on numerous occasions for the success of the students studying CIM qualifications alongside their course.
What our students say
Studying at Hertfordshire Business School provided me with all the skills, knowledge and experience needed not only to graduate from my course with a first-class degree, but also to secure graduate employment within weeks of finishing my last exam.
BA (Hons) Marketing and Advertising
Graduates have found employment in fields such as marketing, sales, advertising, marketing agencies, market research, merchandising and B2B marketing. Our graduates can leave with key employability, enterprise and strong interpersonal skills. The average salary six months after graduating is £20,000 rising to an average of £26,000 after 40 months. 92% of BA(Hons) Marketing and Advertising graduates are in work or full time study after 6 months.
What job can I get?
Our graduates work for a range of companies and specialist agencies in roles such as account planner, account executive, media planner, foresight executive, online marketing communications assistant, copywriter, social media coordinator, and branding and strategy assistant.
You will be studying 4 modules in each semester and your contact time varies between modules, but usually you will have two sessions per week for each module, a one-hour lecture following by a one-hour seminar/tutorial. Typically, a new topic or theory will be introduced in each lecture and will be followed up with class discussion and feedback in the subsequent seminar. In addition, as part of your study time, you will be collaborating with your peers on tasks and group assignments. Module leaders also offer weekly drop in and feedback sessions, usually 2x1 hours per module as well as revision sessions.
The University’s ‘online learning environment’ means you can access all your course resources, literature and timetables from anywhere in the world.
Usually, assessment is split between coursework and examinations. The style of coursework can vary from presentations to business reports, essays depending on the taught topics.
All students have the option to study abroad in more than 30 countries across 6 continents. The course allows you the opportunity to study abroad, giving a firm grounding an internationally and globally employable marketer.
Study abroad opportunities are available worldwide and in Europe under the Erasmus+ Programme. Find out more about what Study Abroad can do for you.
As with all courses at Hertfordshire Business School, you can undertake a paid work placement in a UK or International business. During this time you will be employed by a business and will be subsequently paid. The Careers, Employment and Enterprise team based on the campus can help you find and tailor applications to maximise the chance of securing a relevant placement.
Academic Skills - 0 Credits
The aim is to provide the opportunity for students to develop and apply a range of academic skills, which typically include personal organisation and self-management, independent research, analysis, evaluation, writing and presentation. It is flexible learning so it can be taken in any semester. The intended outcome is to enhance students’ skills so that they can improve their university study and related work, to meet organisational and academic needs, now and in the future.
Introduction to Marketing Communications - 15 Credits
The module will introduce students to the various aspects of marketing communications tools from initial analysis of the market through to developing an expanding range of promotional techniques. The module combines an understanding of relevant marketing theories, for instance consumer and organisational buyer behavioural models, buyer behaviour; market segmentation, targeting and positioning; and marketing research, exploring the use of all elements of the promotion mix. This module will cover the main areas of advertising, personal selling, sales promotion, public relations, sponsorship and direct marketing. Attention is also given to new areas of increasing relevance such as product placement and electronic media.
Creativity, Technology and Innovation - 15 Credits
This module covers the main theoretical models of the discipline, and an understanding of the external environmental climate for products and services, and the main business processes and resources affected when businesses react to these new challenges. Appropriate international perspectives will be included.
Creativity, technology and innovation are three important interrelated drivers for internal and external marketing strategy. Marketers are increasingly being challenged to manage these assets, and driver changes in business processes and resource skills. How can marketers utilise these assets to create, develop and deliver customer valued products and services? How will this reconcile with the corporate imperative to make profits? Externally, how does the consumer and customer react to these new technologies? Will patterns of business and markets change as a consequence of these sometimes discontinuous innovations? Creativity in the products and marketplaces produce their own unique challenges, do they represent opportunities or threats to market leadership?
Marketing Data Analysis - 15 Credits
The module will introduce students to a variety of data analysis techniques for marketing. Using these techniques, students will be guided into formulating and solving models of business problems, using marketing data sets where possible. Students will learn to interpret the solutions. Students will be introduced to and encouraged to use spreadsheet and statistical software.
The main topics studied include: investment appraisal; summary statistics; probability distributions for marketing; correlation and linear regression; forecasting techniques for time series; and project management.
Economics for Business - 15 Credits
This module aims to enable students to understand the economic context of modern business by introducing and developing an appreciation of the utility of economic approaches in studying the business environment. The basic tools and approaches which economists use; demand and supply and industry analysis, among others; will be introduced and applied to help understand the economic issues involved and the public policy which can be derived. Economics, of course, provides one of the key pillars of a solid education in business and this module represents some first steps in this direction as well as highlighting some of the major contemporary issues in our society.
Global Perspectives in Business - 15 Credits
Internationalisation of business is creating a substantial increase in intercultural contact, which is reflected in the skills set of managers operating in a globalised world. Managers need to develop sensitivity to and a critical understanding of issues arising out of cultural difference, and be equipped to manage and operate in diversity.
The module explores themes of: a) concepts of culture, b) cultural differences and c) globalisation. It will also explore related ideas such as ethnocentrism and prejudice. It looks at and draws upon the work of leading theorists, such as Hofstede and Trompenaars, in the analysis of cultural difference. It will look at cross-cultural differences in communication and negotiation style. The workshop element of the module will consider the practical consequences of cultural difference for corporations and sojourners.
Types of international corporate culture will be examined. The nature of culture shock will be explored.
Principles of Marketing (CIM) - 15 Credits
The module aims to introduce students to some of the key ideas of marketing and is suitable for both marketing and non-marketing students. It examines the environment within which organisations operate and the role of marketing within the organisation so that students can understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of 'marketing'. Concepts central to an understanding of marketing are considered - segmentation; targeting and positioning; the product life cycle; the 4Ps; buyer behaviour, etc.
The module provides insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and co-operation in order to reduce the potential for conflict.
Digital Marketing Essentials - 15 Credits
This module introduces students to digital marketing tools and techniques widely used by marketers across different kinds of organisations. The module is highly interactive and uses current case study material to expose students to digital marketing campaigns - success and failures -, digital marketing evaluation techniques and integration of digital marketing with organisations’ overall business strategy and marketing communication.
Professional Development in Advertising - 30 Credits
The module provides students with a series of academic skills and study strategies which will underpin their subsequent studies. The module is composed of several themes which will include communication, thinking and methods of enquiry, IT-literacy, commercial awareness, creativity and the nature of knowledge. These will allow students to effectively match problem-solving techniques to different scenarios. In doing so, students will be expected to operate in teams, reflect on their practice and recognise aspects for self-development and improvement. The module selects a series of issues that are pertinent to the field of advertising, and to the broader environment of the marketing profession and marketing practice where advertising sits in.
Foundations of Economics for Marketers - 15 Credits
The Module introduces basic economic principles and aims to develop economic reasoning, ultimately leading students to appreciate the application of economics to a range of marketing and business problems and its relevance in a variety of contexts. It starts with building the knowledge of how resources are allocated, distributed, and utilised. Consequently, the production of goods and services, and their consumption will be considered. As a result, the microeconomic concepts of decision and choice will be addressed, linking directly to the consumer behaviour issues in marketing. The discussion about pricing and use of inputs, the interdependency of markets, and economic welfare will equip students with the decision-making tools. And, finally, the macroeconomic aspects (for example, economic growth, financial and business cycles, the role of money and finance in the economy) will provide further insights into the business environment.
Public Relations Concepts and Campaigns - 15 Credits
The module will develop student's knowledge and skills in PR and marketing communications. The module combines an understanding of relevant PR theories alongside current issues and campaigns.
The module content/lectures will be as follows:
- Introduction to the module
- PR process
- PR public
- Indirect communications
- Direct communications
- Indirect and direct communications a practitioner's viewpoint
- Crisis management
- Crisis management a practitioner's viewpoint
- PR ethics
- New media and PR
Managing People - 15 Credits
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes:
- The development of HRM, theory and practice, contextual factors, strategic approaches.
- Recruitment and selection - role of R&S, models of R&S and their application.
- Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations.
- Flexibility - managing flexibility.
- Performance and reward management - managing people for performance, motivation and the link with reward management.
- Employee participation and involvement - definition of terms. Factors affecting the success of employee involvement (EI). Effective communication.
- Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes.
Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced.
Advertising Concepts and Campaigns - 15 Credits
The role and function of the advertising agency, the client-agency relationship, account planning, creative briefing, media planning and evaluation of advertising will be covered. Students are required to read the trade press and be aware of advertising campaigns in order to apply theory to current practice. Students will be expected to be able to use electronic searching techniques to find out details of campaigns and associated advertising agencies, as well as study published market reports on products/brands. Independent study into the role and work of advertising agencies will be part of the practical aspect of the module. The main industry standard media research output (eg BARB, JICNAR,RAJAR, new media measurements) will be introduced so the students can apply them in media planning.
Enterprise - 15 Credits
In this module, students study the nature of enterprise and entrepreneurship, its importance to society and the individual personal opportunities that developing enterprise skills provides. Students will also work in a team to identify a new business opportunity and take this idea through the full business planning cycle, ending in a formal presentation of their proposed enterprise.
Topics covered will normally include:
- Concepts of enterprise and entrepreneurship
- The economic impacts of enterprise
- Insights into developing new ideas
- Construction of business plans
- Sources of advice and support schemes
- Net working
Strategic Marketing Planning - 15 Credits
This module will introduce students to the underlying philosophy of marketing planning and the significance of the planning phase in order to give an overall perspective of what planning aims to achieve. It will introduce a range of tools and techniques for use when developing marketing audits and plans and test students’ ability to synthesise and apply these.
Creativity in Advertising - 15 Credits
This module will ensure students understanding of creativity in advertising and help students develop creative and design solutions that are required in an advertising and communications department or agency environment. The module will integrate creative and technology practical solutions with their marketing and advertising knowledge.
Consumer Behaviour - 15 Credits
The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Perception of the self and brands is considered along with the social issues of behaviour, beliefs and personality and its longer-term impact on consumer learning. The module offers an introduction to the psychology of the consumer, and the impact that this has for the Marketer in creating, developing and delivering customer-valued products and services.
Enhancing Employability in Advertising - 15 Credits
The module will enable students to research employment issues and opportunities and in advertising and to develop an action plan to help them secure eventual employment. It will also help students to continue to develop their employability skills.
Module content will include:
- The changing nature of the workplace and employer needs
- Job search and career planning
- Personal development planning
- Recruitment and selection processes including the use of selection centres
- Contemporary issues affecting employability within advertising
Students will identify a potential career area, research relevant employment issues and analyse specific opportunities available in this field, before carrying out appropriate personal analysis leading to the formalisation of a career action plan.
Advertising Strategy - 15 Credits
This module will offer an integrated approach to the study of advertising strategy and management. The work will mainly be based on the IPA (Institute of Practitioners) published case studies covering a wide range of brands and service, both private and public organisations. Students are required to read the trade press and be aware of advertising campaigns in order to apply theory to current practice. Students will be expected to be able to use electronic searching techniques to find out details of campaigns and associated advertising agencies, as well as study-published market reports on products/brands. Independent study into published theoretical journal articles will be encouraged and the skills of critical analysis will be introduced. Controls on advertising will be considered, eg Advertising Standards Authority.
Dissertation - Marketing - 30 Credits
The dissertation offers the opportunity to undertake an individual piece of work that is designed to develop research skills relevant to a specific area of study. Students will be allocated an academic supervisor who will meet with students on a regular basis. On completion of the research, students will be required to produce a dissertation of between 7,000 to 10,000 words. The dissertation will be assessed using the Business School dissertation criteria that covers the management of the dissertation, the methodology used, the intellectual quality and originality, and the structure and coherence of the report.
Public Relations Strategy - 15 Credits
This module will look at the use of PR at a strategic and practical level as an element of the marketing communications of an organisation, and how to improve organisational competitiveness through the application of appropriate PR activity. It will focus on issues such as the external environment, contemporary PR, organisational PR, crisis management and internal stakeholders.
Students will use case studies, current news articles, DVD's and videos to elicit up-to-date thinking about contemporary PR activity and how it relates to the wider marketing programme.
A key feature of this module will be the number of short practical exercises in lectures, which are intended to develop individual thinking and the application of key marketing communications concepts in practice.
Managing Media and Communications - 30 Credits
This module is offered to specialist marketing students. It aims to provide a critical understanding of the theory underpinning marketing communications. The theory reviewed includes communications theory, buyer behaviour theory as well as integrated marketing communications theory. The module considers how marketing communication works, taking into account various contexts including the global context. Organisations are considered in detail in terms of their inter-relationship with various stakeholders.
Market and Social Research - 30 Credits
This module is designed to provide students with a good understanding of research theory and practice, from the perspective of marketing management.
We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow.
The principles and practice of qualitative and quantitative research are analysed in depth. This includes the selection of appropriate methodologies/methods, data collection instruments design, analysis and intepretation of qualitative and quantitative data. We also look at ethics in marketing and social research. Real and hypothetical cases are used to assess differences that exist between industries and types of behaviours.
Research Methods - 0 Credits
This non-credit bearing module of study is designed to provide students with sufficient research skills in order to successfully undertake a dissertation and/or research project.
Key themes covered by the module, include:
Primary and secondary research
Formulating the research objectives/questions
Quantitative and qualitative research methods (inc. sampling)
Writing the methodology chapter
The need for a theoretical underpinning, and writing the literature review
Ethics considerations and the approval process
Presenting research findings.
Contemporary Issues in Marketing - 15 Credits
Selected contemporary issues in marketing will be explored from a critical perspective. Students will look at the research methods are used to explore marketing topics and concepts and investigate how different researchers have presented themes in marketing and the arguments they have made.
Agency Relations - 15 Credits
This module will be focusing two main areas:
- understanding the frameworks of working in an advertising and communications agency
- preparing for employment within an agency environment
HBS Placement - 0 Credits
This activity is self-directed by the student and carries no credits. Students will be supported by the Professional Experience Module Leader, Professional Experience Visit Co-ordinator, an Academic Mentor and the Centre for Academic Skills Enhancement (CASE). Successful completion of the Professional Experience Module leads to the appropriate suffix on students’ degree title stated on the programme specifications.
Industrial Placement Sem B only - 0 Credits
Industrial Placement Year - 0 Credits
Placement Study Abroad (South East Asia) - 0 Credits
The student will complete a period of study abroad at a partner institution following an appropriate programme of study, set out in a learning agreement, agreed by the student, the programme tutor at Hertfordshire and the international office at the partner institution.
The programme of study in a placement year is less prescribed and can both reflect the interests of the student in their discipline area or to broaden their education.
Placement Study Abroad (North America) - 0 Credits
Placement Study Abroad (Australia) - 0 Credits
Placement Study Abroad A (Europe) - 0 Credits
Placement Study Abroad B (Europe) - 0 Credits
Placement Study Abroad (Europe) - 0 Credits
Industrial Placement (Semester A) - 0 Credits
Fees & funding
£9250 for the 2019/2020 academic year
£1155 per 15 credits for the 2019/2020 academic year
£12350 for the 2019/2020 academic year
£1540 per 15 credits for the 2019/2020 academic year
*Tuition fees are charged annually. The fees quoted above are for the specified year(s) only. Fees may be higher in future years, for both new and continuing students. Please see the University’s
Fees and Finance Policy (and in particular the section headed “When tuition fees change”), for further information about when and by how much the University may increase its fees for future years.
The University of Hertfordshire is committed to welcoming students with a wide range of qualifications and levels of experience. The entry requirements listed on the course pages provide a guide to the minimum level of qualifications needed to study each course. However, we have a flexible approach to admissions and each application will be considered on an individual basis.