Foundation Pathway in Marketing and Advertising

Program Overview

The Marketing and Advertising Pathway Foundation Programme at UNIC is a two-semester program designed to prepare students for entry into a first-year undergraduate degree program in Marketing, Advertising, or a related field. The program focuses on developing the knowledge and skills necessary for success in these competitive industries, including marketing principles, advertising strategies, business management principles, critical thinking, and communication skills. Graduates of the program can progress to first-year undergraduate programs at the University of Northampton or other UK universities, depending on their academic performance and chosen pathway.

Program Outline

Degree Overview:

The Marketing and Advertising Pathway Foundation Programme at UNIC is a two-semester program designed to prepare students for entry into a first-year undergraduate degree program in Marketing, Advertising, or a related field. The program focuses on developing the knowledge and skills necessary for success in these competitive industries, including:

• Marketing principles and concepts: Understanding the fundamentals of marketing, such as market research, segmentation, targeting, and positioning.
• Advertising and communication strategies: Developing strong communication and persuasion skills, including copywriting, creative development, and media planning.
• Business and management principles: Gaining a foundational understanding of business principles, such as accounting, finance, and human resource management.
• Critical thinking and problem-solving: Developing critical thinking and problem-solving skills to analyze and respond to complex marketing and advertising challenges.
• Communication and presentation skills: Enhancing communication and presentation skills for effective communication with clients, stakeholders, and colleagues.
This program provides students with a strong foundation in marketing and advertising, while also developing the academic and critical thinking skills necessary for success at the university level.

Objectives:

• Equip students with the necessary knowledge and skills to succeed in a first-year undergraduate degree program in Marketing, Advertising, or a related field.
• Develop critical thinking, problem-solving, and communication skills vital for success in the marketing and advertising industry.
• Foster a strong understanding of marketing principles, advertising strategies, and business management concepts.
• Prepare students for further academic study and professional careers in the field of marketing and advertising.

Outline:

The Marketing and Advertising Pathway Foundation Programme is divided into two semesters, each covering a range of modules designed to equip students with the necessary knowledge and skills for success.

Semester 1:

• Business Studies: Introduces the basic skills needed to start and manage a business, including business plan development, cash flow management, and marketing plan creation.
• Accounting: Explores key accounting and finance concepts, such as financial statement analysis and cost management, to understand the financial aspects of business.
• Globalization: Examines the concept of globalization, its historical and current contexts, and its economic, political, technological, and social driving forces.
• Business Management: Studies management theory, operations management, organizational behavior, and motivation, building on the concepts covered in Business Studies.
• Marketing: Creates a comprehensive understanding of marketing concepts and their practical application, covering topics like market segmentation, strategic planning, and ethical considerations.
• Business Mathematics: Covers essential mathematical concepts for business, including percentages, interest, ratios, and averages.
• Human Resource Management: Introduces the principles and practices of human resource management, including employee recruitment, selection, and training.
• Interactive Learning Skills and Communication: Develops independent and collaborative working skills through academic discussion, presentation, listening, and writing activities.

Semester 2:

• Building a Business Plan: Students work in groups to develop a comprehensive business plan for a new venture, covering aspects like market research, financial projections, and marketing strategies.
• International Marketing: Explores the unique challenges and opportunities of marketing in a global context, focusing on cultural differences, international marketing strategies, and global market research.
• Consumer Behaviour: Analyzes consumer behavior, motivations, and decision-making processes to understand how individuals and groups make purchasing decisions.
• Digital Marketing: Explores the use of digital channels for marketing and advertising, including social media marketing, search engine optimization, and content marketing.
• Public Relations and Corporate Communications: Introduces the principles and practices of public relations and corporate communications to effectively manage an organization's reputation and communication strategies.
• Marketing Communications: Examines the role of communication in marketing, focusing on developing effective communication strategies across various media channels.
• Project Management: Develops project management skills for planning, executing, and monitoring marketing and advertising projects effectively.
• Marketing Research: Introduces students to the principles and techniques of marketing research, including data collection, analysis, and interpretation.

Assessment:

Assessment methods in the Marketing and Advertising Pathway Foundation Programme vary depending on the module. Typical assessments include:

• Individual and group presentations: Demonstrating understanding of concepts and applying them to real-world scenarios.
• Individual and group reports: Analyzing information and presenting findings in written form.
• Exams (open and closed-book): Assessing knowledge and understanding of key concepts.
• In-class tests: Gauging understanding of concepts and applying them to specific scenarios.
• Case studies: Analyzing real-world business situations and developing solutions.
• Essays: Exploring specific topics in-depth, demonstrating research skills, and applying knowledge to real-world examples.
• Multiple-choice tests: Assessing knowledge and understanding of key concepts.
• Project work: Applying knowledge and skills to develop a comprehensive business plan or marketing campaign.

Teaching:

The Marketing and Advertising Pathway Foundation Programme at UNIC utilizes a variety of teaching methods to engage students and promote active learning:

• Interactive lectures: Facilitated by experienced lecturers who encourage discussion, questions, and active participation.
• Seminars: Promoting discussion, collaborative learning, and problem-solving in small groups.
• Workshops: Providing hands-on experience with marketing and advertising tools and techniques.
• Guest lectures: Bringing in industry professionals to share insights and real-world experiences.
• Case studies and simulations: Analyzing real-world scenarios and applying marketing and advertising principles to solve practical problems.
• Group projects: Collaborating on projects to develop essential teamwork and problem-solving skills.
• Individual study: Engaging in independent research, reading, and reflection to deepen understanding.
• Online learning resources: Accessing additional learning materials, support resources, and interactive exercises through the UNIC online platform.

Careers:

The Marketing and Advertising Pathway Foundation Programme prepares students for various career opportunities in marketing, advertising, and related fields. Some potential career paths include:

• Marketing Manager
• Marketing Executive
• Brand Manager
• Marketing Consultant
• Product Manager
• Account Executive
• Advertising Copywriter
• Creative Director
• Public Relations Officer
• Digital Marketing Manager
• Social Media Marketing Specialist
• Market Research Analyst
• Content Marketing Specialist

Other:

• The program is designed for international students who may require additional support with their English language skills.
• The program provides opportunities for students to participate in internships and industry placements, gaining valuable real-world experience in the field.
• Graduates of the program can progress to first-year undergraduate programs at the University of Northampton or other UK universities, depending on their academic performance and chosen pathway.
• UNIC offers scholarships and financial assistance to support students with their studies.

Fees Year Stage 1: University Foundation - UNIC Stage 2: First Year of a Degree - UNIC Stage 3: Second Year Degree - Faculty of Business and Law Stage 4: Third Year Degree - Faculty of Business and Law 2023 £12,100 £13,700 £14,750 £14,750

• Fees quoted are subject to change