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Marketing Management

BA (Hons)

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UCAS code: N501

Start dates: January 2024 / September 2024 / January 2025 / September 2025

Full time: 3 years, or 4 if a work placement is chosen

Part time: up to 8 years

Location: Headington

Department(s): Oxford Brookes Business School

Overview
Course details
Careers
Entry requirements
How to apply
Tuition fees

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Overview

Our BA Marketing Management will show you how the world of marketing is more exciting than ever. New technology is unlocking new insights into consumer behaviour, and creating exciting opportunities to engage with audiences in the physical and digital world.

There’s no better place to start learning than in our Marketing and Social Media Lab. You’ll find everything a marketer needs, from the latest industry-standard tools like Brandwatch, to essential software like Adobe Creative Cloud.

When designing this course, we talked to a range of employers to ensure our graduates have the skills needed to accelerate their marketing strategy. We also work with our partners, including JVC, to set live briefs.

Our core modules cover the key areas of marketing, from consumer behaviour to future marketing trends. While optional modules encourage you to think creatively and allow you to explore areas like influencer marketing and big data.

Whether you want to manage brands at a leading agency or shape the social strategy of global businesses, we’ll help you get the knowledge you need to get there.

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Why Oxford Brookes University?

  • Professionally accredited

    We’re accredited by The Institute of Direct and Digital Marketing, as well as the Chartered Institute of Marketing.

  • Marketing and Social Media Lab

    Work on real-world marketing projects to develop the skills that employers are looking for and become confident using industry software.

  • Sustainable mindset

    Our courses aim to create responsible marketing leaders of the future.

  • Study abroad opportunities

    Do a semester overseas in your second year. Many of our students head to Australia. Where will you go?

  • Practical Placements

    You’ll have the opportunity to work in local industries to apply theoretical knowledge and gain invaluable experience and industry contacts.

  • Study abroad

    You may be able to go on a European or international study exchange while you are at Brookes. Most exchanges take place in the second year. Although we will help as much as we can with your plans, ultimately you are responsible for organising and funding this study abroad.

  • Accreditation(s)

    Accredited by the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing

    • Chartered Institute of Marketing
    • Institute of Direct and Digital Marketing

Course details

Course structure

How has digitisation impacted marketing? What are the different styles of leadership? Is the industry taking environmental issues seriously? You’ll think about the answers as we explore the principles of marketing and professional practice.  

Understanding consumers and their experiences will be key too. This involves thinking about their behaviour but also considering diversity, ethics and responsible marketing.

To complement your growing business know-how, we’ll cover the practical aspects of managing a brand. And talk about how this varies between different organisations whether they’re selling to other businesses or directly to consumers.

Our diverse expertise allows us to offer a range of optional modules throughout the course. Pick from topics like creative digital marketing, PR and crisis management, business-to-business marketing and more.

In your final year, you’ll complete a project which involves writing a dissertation. Or you’ll develop a practical solution to a real-life scenario around enterprise or sustainability.

Student sitting at a desk listening to the tutor

Learning and teaching

Your learning experience will be exciting and challenging. You will develop the necessary skills to take on the demands of graduate jobs in leading international businesses.

Teaching methods and activities include:

  • lectures
  • seminars
  • workshops
  • group projects
  • presentations
  • role plays
  • analysis of numerical data
  • discussions of topical material
  • computer-based simulations.

You will be immersed in an employer focused course, working on real-world marketing projects in our new Marketing and Social Media Lab that is equipped with the latest industry-standard tools and software, such as google analytics and Adobe Creative Cloud.

Our teaching staff are leading academics who are renowned experts, researchers and consultants in the field of business and marketing management. You will have close contact with your academic adviser throughout the course.

Assessment

The majority of teaching and assessment activities take place between Mondays and Fridays, 9am to 7pm. There may be occasions when such activities may fall outside of these hours.

Study modules

In your second year please choose one optional module.

In your final year please choose two optional modules.

Year 1

Compulsory modules

  • Marketing in a Digital World

    This is your introduction to the general principles of marketing. Through practical activities supported by lectures, you will learn to apply the tools and techniques used by professional marketers. You’ll gain understanding and appreciate the inter-relationships between different marketing and business concepts and be able to build upon the knowledge you develop in your subsequent second year modules.

  • Essential Management and Leadership Skills for Marketing

    Gain the key management and leadership skills you’ll need in a marketing environment. You will actively engage with the study of key management and leadership approaches by being exposed to the essential characteristics of organisations operating in a global context and the role of management within this. 

    Also you will explore the functions of business, their interrelatedness and the impact of management and leadership styles on their operations. By examining how theoretical concepts and frameworks are applied in practice you will be exposed to a number of different scenarios so you build your awareness of how management decision making impacts business performance and also look at and learn the skills successful managers and leaders use to meet the challenges of a dynamic marketing environment.
     

  • Academic and Professional Practices for Marketing

    This module supports your transition from your school/college to now studying an honours level undergraduate course. Through the lens of real business problems, you will acquire the necessary research, critical analysis, team working and communication skills that will be the foundation of your academic and future professional success. You’ll have the opportunity to develop your skills in specific areas, based on tutor feedback. This module will prepare you for your other first year modules, helping you to flourish in an academic environment.

  • Customer and Marketing Insights

    To understand customer needs and market trends is intrinsic to the success of any business. On this module, you will look at the concepts and tools required by professional marketers to understand customer and market needs including a brief overview of consumer behaviour. Through traditional and contemporary techniques you’ll explore the process of marketing research and its role in gaining understanding of consumers and markets to meet organisational objectives.

    You’ll learn the academic concepts underlying marketing research and develop practical research and analytical skills. You will gain sufficient grounding in marketing research techniques and data analysis and its interpretation to enable you to carry out projects involving marketing research and data analysis.
     

  • Finance for Marketing

    You’ll look at finance for marketing and focus on its importance in a variety of business contexts. You will learn how to interpret and analyse simple financial statements in order to assess an organisation's performance and its financial strength. You’ll understand the basics of planning and budgeting and short-term decision making. Also you’ll develop your confidence in your ability to deal with the internal and external financial information important to marketing.

  • Sustainable and Ethical Marketing

    You are the marketers of tomorrow, so it is key you understand and are able to respond to the ethical and environmental sustainability challenges that will be faced. As such, your learning is tied to the Business School’s commitment to the United Nations Principles for Responsible Management. 

    You will discuss the meaning of ethical marketing and key environmental issues such as:

    • global warming
    • pollution
    • biodiversity loss 
    • freshwater depletion.

    Including the role of marketing in causing as well as responding to such issues. You’ll look at a variety of stakeholder perspectives and frameworks to aid the analysis of marketing responses.
     

Year 2

Compulsory modules

  • Contemporary Marketing Communications

    The communications environment is rapidly changing and you’ll look at contemporary approaches to integrated marketing communications in a wide range of contexts. You’ll also be introduced to Digital asset management as a concept for curation of digital artefacts and assets in the context of marketing communications, building your understanding of marketing communicative methods.

  • Consumer Behaviour

    On this module, you will be able to identify and evaluate the latest developments in consumer behaviour. Which will include emerging consumer behaviour trends across different consumption contexts through the application and development of appropriate research methods and tools. You will also build a deeper understanding of

    • diversity
    • inclusivity
    • ethics
    • sustainability 

    and skills in responsible marketing within different consumption contexts. 
     

  • Brand Management

    You’ll progress your existing marketing and business knowledge into the sphere of product branding (both physical goods, services and business to business). You’ll look at contemporary brand literature, both academic and professional, building your understanding of the brand knowledge that underpins the core themes you will cover. You will investigate the function of brand management within the various stages of the brand positioning process such as 

    • brand analysis
    • strategy development 
    • and implementation.
       

     

  • Applied Marketing Consultancy

    This is your introduction to marketing consultancy through action (or experiential) based learning methods. In action learning, you’ll be part of a team to solve a real and relevant problem for a client. Through this approach to learning you’ll experience and analyse marketing as it happens in a work based context.

    In the lectures, you’ll develop marketing theory, skills and knowledge to support you in the second part of the module (i.e. workshops, lab work and field work) to work on behalf of a client organisation.
     

  • Customer Experience and Relationship Management

    This module introduces the interlinked concepts of Customer Experience (CX)/Customer Relationship Management (CRM) as they are practised now. You will explore the strategic importance of these concepts to the modern marketer and their contribution to customer engagement and loyalty. As well as adding value to the product/service offering in order to create a competitive advantage. You’ll focus on the customer journey and how marketers can control/influence it to improve the customer’s overall experience.

Optional modules

Enterprise and Entrepreneurship

The module has been designed to help develop the knowledge and understanding as well as the related skills and capabilities associated with enterprise in its broadest sense. This module addresses the subject of entrepreneurship in a holistic manner, one in which the range of contexts; from entrepreneurship to intrapreneurship, and from high tech spin out to social and public enterprise is considered. The module focuses on both macro and micro dimensions, to help you understand both the dynamic nature of the entrepreneurial economy and their own employment opportunities within it.

On successful completion of this module, you will understand the theoretical underpinnings of enterprise and entrepreneurship, be able to identify the perspectives required for entrepreneurial success and be able to evaluate the contribution of government policies designed to develop an enterprise culture.
 

Digital Advertising and Creative Content

This is your introduction to the world of digital marketing in a global context. It builds on your earlier module Contemporary Marketing Communications and will help give you insights into a range of contexts including mobile advertising, in-game advertising and user generated advertising.  

This will help to prepare you for your final year modules and also enhances your employability skills with the opportunity to engage you with practical and written assessments linked to creative industry scenarios.
 

Contemporary Omnichannel Retail and Marketing

This is your introduction to the nature, scope and characteristics of the various marketing and sales strategies used in the retail industry and how they are evolving, in line with changing customer buying habits and expectations. 

You will look at the drivers impacting on the sector and the interaction between digital platforms and physical outlets, combined with new technologies, to enhance the customer experience and bring new efficiencies to retail sales and marketing. You’ll build your knowledge of how these various factors can combine to create the ideal Omnichannel retail experience for the customer.
 

Year 3 (optional placement year)

Optional modules

Optional Work Placement Year (includes a Skills for Placement Search module in your second year)

You can spend your third year on a work placement. You will gain commercial and practical experience, and many students are offered graduate positions by their placement employer. Marketing students have enjoyed challenging positions at Aldi, Disney, GlaxoSmithKline, Harley-Davidson, BMW, Nissan, Warner Bros, MMR Research Worldwide, TNT and Xerox, among many others. During your placement there is a fee which is paid to the university. It covers the cost of your placement tutor, and the support we provide whilst looking for a placement position and during your placement role. Whilst on your placement you will still be classed as a student. You will be paid a financially sustainable salary which will vary depending on your role, company and location. For more information about the fees please go to the Fees/Funding section. Learn more about how Oxford Brookes Business School supports students secure a work placement.

Year 4 (or year 3 if no placement)

Compulsory modules

  • Personal Branding

    Harness your knowledge of brands, communication strategies and business types gained through your degree. This module will help you to understand your potential future career paths, based on your strengths, skills and interests. You’ll get the support to be focused, differentiated and successful in planning your future careers through developing your 

    • personal brand purpose
    • brand story
    • brand communication plan 

    in a way that is consistent and authentic. You’ll look at theoretical and professional perspectives relating to management, professional ethics and other areas relevant to careers in business, marketing, events and related areas.
     

  • Future Marketing Trends

    Today’s professionals in the field of marketing management, like many other fields, deal with major changes and challenges which are driven by emerging technologies, economic changes, climate change and other social challenges. This requires marketing management professionals to develop an agile mindset and required skills. 

    This module will help you understand, critically evaluate, and appreciate future marketing trends and how to respond to them using suitable methods and tools. You’ll also progress your appreciation of

    • diversity
    • inclusivity
    • ethics
    • sustainability 

    and responsible marketing within different future marketing contexts. 
     

  • Marketing Strategy and Innovation

    On this module, you’ll have the opportunity to develop, evaluate and implement both traditional and contemporary marketing strategy theories in as realistic a situation as possible. In parallel with lectures, you will be involved in workshop format sessions that will further consolidate and deepen your understanding of strategic marketing theory and concepts. In your workshops, a marketing strategy simulation game will run throughout the semester. Within the simulation, you will work in teams running brands that are competing with each other. This will help you to shape and implement strategic marketing plans with an innovative solution-oriented mindset within the context of a competitive environment.

  • Experiential Marketing

    This is your introduction to Experiential Marketing and how it combines digital platforms, new technologies and Artificial Intelligence to engage with its customers in unique, emotional, and immersive ways across both physical and digital (hybrid) settings. 

    You’ll explore how Experiential Marketing has evolved from the product and service focus of the traditional marketing mix to the point where customers and businesses are co-creating new products and immersive experiences. You will examine the effectiveness of Experiential Marketing in real businesses and in doing so, apply theory to practice.
     

Optional modules

Project (academic or sustainability and enterprise)

You’ll receive appropriate supervision and guidance, on a topic you select to study in depth from your course. You will engage in research and employ methodologies which will progress your understanding of the process of research, and you’ll also use material that is at the forefront of the topic you’ve selected.

Entrepreneurial Business Management

This module provides you with an in-depth focus on the skills involved in evaluating business ideas, the practical steps involved in launching a business and the necessary processes of winning the finance. The module also addresses those issues that ventures must consider when planning an exit strategy and so focuses attention on the purpose of business enterprise. In Semester 1 this module explores contemporary theories of entrepreneurship and applies them to real life case studies. In Semester 2 the module focuses upon the preparation of a complete plan for a new business, capable of attracting funding.

On successful completion of this module, you will be able to apply appropriate analytical concepts to provide support for untried venture proposals, understand the range of technical issues faced by those in start-up ventures and reflect on application of entrepreneurship theory, based on experience in a practical setting.
 

Business to Business Marketing

Business to Business (B2B) marketing is increasingly operating on digital platforms and it is predicted to further grow but also to rapidly and continuously evolve. You may go into employment in a B2B context, for example an Advertising agency is in the B2B business and therefore it is very important for you to understand and evaluate how the Marketing concepts, that normally we refer to the consumers, are applied to the Business-to-Business environment. On this module, you’ll gain analytical skills and develop a data analysis mindset to evaluate the various stages of an effective marketing process and mediate between theory and reflections on significant case studies in B2B marketing.

Harnessing Big Data

Big data is generated from various sources, including social media, websites, mobile devices, and customer interactions. In today's competitive market, the application of harnessing big data is highly useful. 

This module is your introduction to harnessing big data and how it can be used in a marketing context. You will look at data collection, storage, and processing, as well as data mining and machine learning techniques for marketing applications. Also you’ll learn how to analyse large datasets to gain insights into consumer behaviour and preferences, and how to use these insights to inform marketing strategies. 
 

PR and Crisis Management

You will explore the main concepts and theoretical models that underpin Public Relations (PR) and crisis management. Also you’ll look at the role of PR campaigns to influence and change consumer’s behaviour and consider what goes into creating a successful PR plan. Examining how organisations manage and respond to crises. You will learn how to conduct a crisis audit, and plan a response strategy across different communication channels.

Global Marketing Management

Build upon your marketing knowledge and apply it within an international context. Brands operating in international markets need to be mindful of the various challenges posed by an ever changing and dynamic global market. You’ll proactively understand these global market dynamics that help brands establish a sustainable competitive advantage. You’ll also look to develop understanding of various ethical and sustainable issues in a global context and respect cultural differences in different markets.

Creative Communication Management

You will practise marketing problem-solving using marketing communications throughout this module. Your taught input and practical exercises will help you develop a holistic view of marketing communications campaigns, their role and how they are developed, managed and evaluated in a variety of organisational and social contexts, cultures and communities. 

You’ll build on your knowledge of marketing communications tools, ability to conduct independent research into a variety of markets and sectors. You will further develop and hone your knowledge and skills, which will be utilised throughout this module in a way that prepares you to be effective within a marketing communications-focused area.
 

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from those shown here. The structure of the course may also mean some modules are not available to you.

Careers

By the time you finish this course, you’ll have a brilliant combination of academic, technical, and soft skills. We’ll make sure you know how to present yourself and have started building your own brand. Something that is so important in the competitive job market.

Some roles you might apply for include:

  • brand management
  • product management
  • market research
  • digital marketing 
  • agency-based account management
  • direct marketing 
  • customer relationship management.

Related courses

Related course
Marketing and Events Management
Related course
Business and Marketing Management
Related course
Events Management BSc (Hons)
Related course
Digital Marketing
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Entry requirements

Wherever possible we make our conditional offers using the UCAS Tariff. The combination of A-level grades listed here would be just one way of achieving the UCAS Tariff points for this course.

Standard offer

UCAS Tariff Points: 120

A Level: BBB

IB Points: 31

BTEC: DDM

Contextual offer

What is a contextual offer?

UCAS Tariff Points: 96

A Level: CCC

IB Points: 28

BTEC: MMM

Further offer details

Applications are also welcomed for consideration from applicants with European qualifications, international qualifications or recognised foundation courses. For advice on eligibility please contact Admissions: admissions@brookes.ac.uk

If you don’t achieve the required tariff points you can apply to join a foundation course, like Foundation in Business or an international foundation course to help to reach the required level for entry onto this degree.

International qualifications and equivalences

How to apply

Application process


Full time Home (UK) applicants
Apply through UCAS


Part time Home (UK) applicants
Apply direct to the University


International applicants
Apply direct to the University

Full time international applicants can also apply through UCAS

Tuition fees

Please see the fees note
Home (UK) full time
£9,250
Home (UK) part time
£1,155 per single module
Home (UK) sandwich (placement)
£1,500
International full time
£15,500
International sandwich (placement)
£1,500
Home (UK) full time
£9,250
Home (UK) part time
£1,155 per single module
Home (UK) sandwich (placement)
£1,600
International full time
£16,300
International sandwich (placement)
£1,600

Questions about fees?

Contact Student Finance on:

financefees@brookes.ac.uk

Tuition fees

2023 / 24
Home (UK) full time
£9,250
Home (UK) part time
£1,155 per single module
Home (UK) sandwich (placement)
£1,500
International full time
£15,500
International sandwich (placement)
£1,500
2024 / 25
Home (UK) full time
£9,250
Home (UK) part time
£1,155 per single module
Home (UK) sandwich (placement)
£1,600
International full time
£16,300
International sandwich (placement)
£1,600

Questions about fees?

Contact Student Finance on:

+44 (0)1865 534400

financefees@brookes.ac.uk

Please note, tuition fees for Home students may increase in subsequent years both for new and continuing students in line with an inflationary amount determined by government. Oxford Brookes University intends to maintain its fees for new and returning Home students at the maximum permitted level.

Tuition fees for International students may increase in subsequent years both for new and continuing students. 

The following factors will be taken into account by the University when it is setting the annual fees: inflationary measures such as the retail price indices, projected increases in University costs, changes in the level of funding received from Government sources, admissions statistics and access considerations including the availability of student support. 

How and when to pay

Tuition fee instalments for the semester are due by the Monday of week 1 of each semester. Students are not liable for full fees for that semester if they leave before week 4. If the leaving date is after week 4, full fees for the semester are payable.

  • For information on payment methods please see our Make a Payment page.
  • For information about refunds please visit our Refund policy page

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course are detailed below.

Funding your studies

Financial support and scholarships

Featured funding opportunities available for this course.

Oxford Brookes Bursary for home students Undergraduate maintenance loans for part-time UK students Undergraduate maintenance loans for full-time UK students Undergraduate tuition fee loans for UK students

All financial support and scholarships

View all funding opportunities for this course

Information from Discover Uni

Full-time study

Part-time study

Programme changes:
On rare occasions we may need to make changes to our course programmes after they have been published on the website. For more information, please visit our changes to programmes page.