In order to succeed, marketers have to respond to the ever-evolving needs of their customers and stakeholders, and the dynamics of the marketplace.
This course has been developed by academic and industry experts to provide you with a thorough understanding of marketing theories, interdisciplinary techniques and strategies relevant for a successful career in marketing, in the UK and worldwide. You’ll develop core skills, experience and knowledge of key marketing areas, including digital literacy and ethical practice.
Our strong links with companies give you access to expert guest speakers and opportunities to take part in real-world consulting projects. Due to the course’s advanced content, the BSc in Marketing is accredited by the Chartered Institute of Marketing, conferring Graduate Gateway status.
This course is available as a four-year degree including a year in industry: Marketing with a Year in Industry (BSc).
This course is accredited by the Chartered Institute of Marketing. Our graduates can claim exemption from the Marketing module of the Certificate in Professional Marketing, meaning you'll only need to complete two further modules to qualify.
We've embedded the L'Oreal Brandstorm competition in Year 2 of this course. In 2016 our team Meraki Marketing won the national competition, and went on to represent the UK at the international final in Paris.
In your first year we'll introduce you to the core concepts underpinning marketing. You'll also study modules covering aspects of management and finance, showing how marketing fits into the wider business context.
As you progress you'll develop the knowledge and skills acquired in your first year, giving both depth and breadth to your learning. From branding to business consultancy, you'll have opportunities to study every aspect of business and marketing and hone your skills as a future manager.
You'll learn to use theories, concepts and contextual knowledge to inform strategic marketing decisions, and help organisations survive, expand and prosper.
Immerse yourself in another culture for a few weeks or the whole summer on a short course, volunteering programme, or career-related summer school.
Year 1 introduces you to some of the key concepts and techniques used in marketing, business and management.
Essentials of Marketing and Communication offers a detailed and comprehensive introduction to marketing philosophy, principles and practice. You'll explore core concepts and investigate a range of 21st-century marketing strategies.
Financial Accounting will enable you to prepare and interpret financial statements and consider how these may be used in practice.
Foundations of Business Ethics explores the theories and practices of business ethics and social responsibility in national and global contexts. You'll also investigate the personal ethical dilemmas which people may face in business.
Quantitative Methods will teach you methods of empirical enquiry into accounting, finance and management. You'll develop your statistical research skills and learn about the advantages and limitations of quantitative techniques.
Behaviour in Organisations I explores how people manage and organise in work contexts. You'll get a critical introduction to leading theorists, theories and studies. You'll engage with concepts such as motivation, rationalisation, power and control.
Management Accounting will introduce you to the key concepts underpinning management accounting. You'll learn about the tools managers use to inform financial decisions, and how they are used in practice.
Management and the Business Environment: Economic Theory and Practice will develop your understanding of economic approaches to management and business. You'll explore economic theories and their impact on the behaviour and development of organisations.
In addition to the above you will also need to complete our online Academic Integrity module.
This module covers some of the essential skills and knowledge which will help you to study independently and produce work of a high academic standard which is vital for success at York.
This module will:
In Year 2 you will take five core modules, plus one optional module.
Consumer Behaviour brings behavioural insight to bear on marketing. You'll learn to analyse consumer behaviour and use your findings to develop effective marketing strategies.
Marketing, Entrepreneurship and Innovation explores the crucial role marketing plays in nurturing new ventures and start-ups. You'll gain knowledge of entrepreneurial practice and develop an aptitude for innovation. You'll apply your new skills by developing a marketing plan.
Research and Analytics in Marketing emphasises the value of information. You'll learn to plan and conduct market research, collect and interpret data, and understand the challenges of cross-border comparison.
Business Planning asks you to apply your learning to develop an idea for a new business venture. Working with colleagues, you'll prepare and present a detailed business plan.
Ethical Marketing applies moral principles to marketing practice. You'll develop an understanding of ethical marketing theories and tools. You'll learn to apply these in a range of situations to change behaviour, enhance sustainability, and build strong, trusting relationships with customers and stakeholders.
One of the following options:
Branding Strategies investigates institutions' use of brand to compete, succeed and achieve strategic goals. You'll analyse brand strategies using a variety of concepts and theories, and design solutions to branding challenges. You'll analyse a case study provided by the L'Oréal Brandstorm competition.
Management of Human Resources asks challenging questions about the practices and systems of workplace people management. You'll engage critically with the ideas and research underpinning HR practice, and consider HR's role in reflecting organisational behaviour and the wider social and political environment.
Project and Operations Management investigates the differing techniques used for managing temporary projects and ongoing operations. You'll come to understand the role of the operations manager and plan and execute a complex project.
Knowledge Information Systems explores the significance of knowledge management in the knowledge economy of the 21st century. You'll develop your understanding of the generation, formulation, dissemination, retention, storage, measurement, application, distribution, archival and disposal of corporate information and knowledge.
Strategic Management explores the theories and practical approaches to strategic management. You'll focus on how organisations develop strategy and manage change in the context of a globalised economy.
You can also choose to add a placement in industry before your final year.
In your final year you'll take three core modules and three optional modules, giving you scope to focus your studies on topics you're interested in.
Cross Cultural Marketing and Negotiation looks into the influence of culture on marketing, management and behaviour in organisations. You'll learn to identify and reconcile cultural differences, and develop negotiation skills essential to international marketing and management.
Business Consultancy Project
This module gives you the opportunity to put the knowledge you've developed over the past three years into practice. Your team will work with a real business to define and investigate a problem, before presenting your recommendations in a final report.
International Marketing Strategy examines institutions and industries where brands, distribution channels and other marketing tools are central to explaining global success. You'll learn to analyse, influence and satisfy customers across different markets to help businesses grow and prosper.
Choose three of the following options:
E Marketing covers the emerging theories and concepts of digital marketing. You'll learn to analyse digital strategy, the online marketplace, and the impact of digital developments on traditional marketing techniques. You'll use research and analysis to inform a digital media campaign.
Heritage Marketing and Management focuses on the heritage industry, including museums and historical sites and buildings. It also explores heritage as a marketing strategy, investigating how brands appeal to a sense of nostalgia, tradition and resilience. You'll critically evaluate the impact of heritage across a range of industrial and international contexts.
Relationship Marketing delves into the philosophy and practice of relationship marketing. It questions the short term view of business relationships. You'll examine the benefits and challenges of a longer term focus across goods and service industries in for-profit and non-profit sectors.
Marketing in the Creative Industries provides the theoretical toolkit you'll need for a career in creative industries. You'll explore the tension which is often perceived between business objectives and creative practice. You'll develop contextual knowledge which will help you make informed marketing decisions.
Pricing, Value Chain and Logistics all interact closely with marketing strategy. You'll learn about economic approaches to pricing, the changing nature of value and the impact of logistics. You'll weave together a range of new concepts and theories to inform marketing strategy.
Please note, modules may change to reflect the latest academic thinking and expertise of our staff.
Every course at York has been designed to provide clear and ambitious learning outcomes. These learning outcomes give you an understanding of what you will be able to do at the end of the course. We develop each course by designing modules that grow your abilities towards the learning outcomes and help you to explain what you can offer to employers. Find out more about our approach to teaching and learning.
You may find it useful to buy textbooks, and for some modules this may be required. Textbooks usually cost around £30 - £60 each.
UK/EU or international fees? The level of fee that you will be asked to pay depends on whether you're classed as a UK, EU or international student.
For more information about tuition fees, any reduced fees for study abroad and work placement years, scholarships, tuition fee loans, maintenance loans and living costs see undergraduate fees and funding.
We offer a number of scholarships to help cover tuition fees and living costs.
You can use our living costs guide to help plan your budget. It covers accommodation costs and estimated social costs.
“Students from all backgrounds achieve consistently outstanding outcomes”
The TEF Panel, Office for Students, June 2018
Our Gold Teaching Excellence Framework award demonstrates our commitment to the delivery of consistently outstanding teaching and learning for our students.
You’ll work with world‐leading academics who’ll challenge you to think independently and excel in all that you do. Our approach to teaching will provide you with the knowledge, opportunities, and support you need to grow and succeed in a global workplace. Find out more about our approach to teaching and learning.
Modules are taught by leading academics and industry experts with vast experience in their fields. We host guest lectures delivered by practising marketing managers and other industry and subject specialists.
This course has a strong practical focus, allowing you to apply and develop your skills. Some modules include case study analysis and business consultancy working closely with real-world companies.
We use a wide range of teaching methods to suit different learning styles, including:
As a guide, students on this course typically spend their time as follows:
|Year 1||Year 2||Year 3|
|Lectures and seminars||168 hours||108 hours||108 hours|
The figures above are based on data from 2016/17.
The rest of your time on the course will be spent on independent study. This may include preparation for lectures and seminars, follow-up work, wider reading, practice completion of assessment tasks, or revision.
Everyone learns at a different rate, so the number of hours will vary from person to person. In UK higher education the expectation is that full-time students will spend 1200 hours a year learning.
You will be based in the Management School on Campus East. Most of your teaching will take place in the Law and Management building, with additional contact hours elsewhere on Campus East.
Our beautiful green campus offers a student-friendly setting in which to live and study, within easy reach of the action in the city centre. It's easy to get around campus - everything is within walking or pedalling distance, or you can always use the fast and frequent bus service.
Assessment will be by a mixture of essays, projects and examinations, with an emphasis on individual project reports. Our seminars have a particularly strong practical component.
You will have some scope to choose forms of assessment that you prefer through selection of optional modules in your second and final years. You can pick modules which emphasise presentation skills, essay writing or exams.
|Year 1||Year 2||Year 3|
The figures above are based on data from 2016/17.
Our bespoke employability sessions help you identify and improve your skills. Our dedicated support team will help you to build an employability portfolio and to present yourself at your best for the next step of your career.
You'll have the opportunity to work closely with real-life companies, carrying out consulting reports, developing your relationships and enhancing your CV.
Some modules on this course count towards professional qualifications from the Chartered Institute of Marketing, which are highly sought after by employers.
Our graduates go on to careers in all aspects of marketing, business and management. Many progress to postgraduate degrees at York and other leading universities.
Recent graduates' positions include:
As well as developing specific marketing skills, this course will help you develop:
AAB. We don't ask for specific combinations of A levels. We accept General Studies.
|GCSEs||Mathematics grade 5 (B). We do not accept adult numeracy in lieu of GCSE Maths.|
|Access to Higher Education Diploma||36 credits at Distinction and 9 credits at Merit or higher|
|BTEC||BTEC Extended National Diploma: DDD|
|Cambridge Pre-U||D3, D3, M2|
|International Baccalaureate||35 points|
|Irish leaving Certificate||H2,H2,H2,H2,H3,H3|
|Scottish Highers / Advanced Highers||AAAAB at Higher level and AB at Advanced Higher level|
If you're a non-native English speaking applicant you must provide evidence of your English language ability.
To apply to York, you will need to complete an online application via UCAS (the Universities and Colleges Admissions Service).
If you have faced obstacles to higher education, or you are returning to education after a long absence, you may benefit from the York Access Scheme.
Get in touch if you have any questions
We offer a range of campus accommodation to suit you and your budget, from economy to deluxe.
Explore campus and city life and hear what our current students have to say about living here.
Lively, full of culture and beautiful, York is regularly voted one of the best places to live and visit in the UK.