Marketing and Management

Program Overview

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Marketing and Management

Study leading-edge marketing knowledge from analytics to behavioural science. Accredited by the Chartered Institute of Marketing (CIM), you will gain insights into the strategic decision-making in marketing and the effective techniques used to drive impacts on brands and consumer behaviour in the fast- paced business world.

Start dates

• September 2026
• September 2025

Degree type

BA

Course length

3 years full-time

Location

Durham City

UCAS code

N509

Typical offers

• A Level | AAA
• BTEC | DDD
• International Baccalaureate | 37

Course details

Drawing from the excellent research and long-established industry connection worldwide, this varied and dynamic course helps you to become an innovative and influential global business thinker.

Combining contemporary marketing trends such as behavioural science and digital marketing together with management options, 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, behavioural science, branding, ethics and sustainability, and creative strategies and communications. The wide range of optional modules give you the opportunity to focus your studies on areas of special interest such as influencer marketing and global marketing.

The degree culminates in either a dissertation or project based on an area of marketing of your choice.

Course structure

Year 1 modules

Core modules:

• Marketing Professionals
  covers the academic and professional skills required for success in a marketing career. The module aims to develop foundational skills in research, communication, and professional conduct in marketing, such as critical thinking, doing a pitch, and personal branding. Students will practice academic and professional skills in a supportive environment and identify personal development needs.
• 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.

• 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.

• 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.

• 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 modules

Core modules:

• Creative Strategy and Marketing Communications covers theoretical and practical perspective of creativity and contemporary issues in marketing communications. Students will learn modern techniques in marketing communications, including direct marketing, digital marketing, and experiential marketing. 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.
• Behavioural Science for Marketers looks at how consumers are nudged by everyday marketing. 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 the ability to design a market research project.
• Social Marketing, Ethics and Sustainability enable students to consider the scope of commercial marketing techniques for social change campaigns. You will gain insights in marketing ethic, sustainability marketing, and learn how to apply marketing to social behaviours and the implementation and monitoring of social marketing campaigns.

Optional modules:

• Brand Strategies, Identity, Culture and Society
• Applied Brand Strategy
• Entrepreneurship
• Digital Marketing: Tools and Techniques

Year 3 modules

Core modules:

• Dissertation OR Behavioural Science Marketing Project OR Strategic Marketing Project
• Business Analytics: From Data to Insight

Optional modules:

• Retail and Services Marketing
• Global Marketing
• Quantitative Analysis for Marketing Decision Making
• Consumer Power
• Influencer Marketing Strategies
• Global Sport Business
• Managing Organisational Change
• Facing the Future

Learning

Lectures and small group seminars are complemented by specialist workshops. Using up-to-date resources, the workshops provide hands-on experience of real- world marketing challenges.

You’ll also benefit from one-on-one support and self-directed learning to develop your critical thinking skills.

We place great emphasis on high-quality small-group teaching. The small-group teaching format and one-on-one attention from the personal academic advisor are embedded into the learning experience to help you get more out of your studies.

As you progress to the final year there’s an increased focus on self-directed learning and independent research, including the dissertation, as you begin to prepare for professional or postgraduate life.

The Department also hosts specialist business and management events where you can further develop your knowledge and start building industry networks.

Assessment

Modules are assessed via a combination of written assignments and reports, 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.

Students in the final year will choose from Dissertation or Behavioural Science Projects their graduate projects.

Entry requirements

A level offer

• AAA
• A grade A/7 or above in GCSE Mathematics (if Mathematics is not studied at A-Level).

Contextual offer

• ABB/AAC
• A grade B/6 or above in GCSE Mathematics (if Mathematics is not studied at A-Level).

BTEC Level 3 National Extended Diploma/OCR Cambridge Technical Extended

Diploma

• DDD
• A grade A/7 or above in GCSE Mathematics (if Mathematics is not studied within BTEC/Cambridge Technical).

IB Diploma score

• 37
• 666 in higher level subjects, including Mathematics. If you are not taking Mathematics at higher level, we can accept standard level Mathematics at grade

Fees and funding

The fees for this academic year have not been confirmed yet.

The tuition fees shown for home students are for one complete academic year of full-time study and are set according to the academic year of entry. Fees for subsequent years of your course may rise in line with an inflationary uplift as determined by the government.

The tuition fees shown for overseas and EU students are for one complete academic year of full-time study, are set according to the academic year of entry, and will be subject to an annual inflationary increase expected to rise throughout the programme of study.

Career opportunities

Business, Marketing and Management

Our students graduate with a thorough understanding of management theories, marketing strategies and consumer behaviour, as well as the commercial awareness, IT and problem-solving skills that are highly valued by employers in the UK and internationally. This combination of academic knowledge and transferable skills will open up a range of career possibilities in the corporate world and beyond.

Our focus on employability extends beyond the classroom. You will benefit from employability-focused events that will give you a competitive edge in the job market. From interview advice and employer talks to business-tailored careers fairs, we work with you to achieve your goals.

Previous graduates have gone on to work as business managers, marketing specialists, civil servants, management consultants and business analysts working for companies such as Virgin Media, NHS England, Amazon, Barclaycard and PwC. Many have been offered places on graduate talent schemes across a range of sectors, while others have taken on roles in charitable organisations and in the finance sector.

Of those students who graduated in:

• 100% in work or further study.
• 100% in highly-skilled employment.
• £30,500 is the average salary.

Department information

Business, Marketing and Management

Develop the skills and mindset of an effective future leader at one of the UK’s leading business schools. Our undergraduate courses are informed by the latest research and our strong links with industry add real-world value from day one.

Built on a firm foundation and rooted in best practice, our business, management and marketing courses are designed to inspire and challenge you, while developing the qualities that are important in future leaders.

You will be based in Durham University’s Business School, one of the UK’s longest established business schools – an inspiring and stimulating learning environment. When you join us, you will be welcomed into a diverse and engaged community. The academic team includes experienced business professionals and researchers whose work across a wide variety of disciplines informs and enriches the undergraduate curriculum, delivering practical insights and bringing you closer to the realities of the business world.

Our degree courses combine the fundamentals of global business with a range of optional modules allowing you to tailor your degree to your interests, whether that’s exploring subject content in greater depth, developing your entrepreneurial skills or taking on a new language. You will benefit from lectures by guest speakers who give new perspectives on relevant topics, while project work gives you the opportunity to investigate contemporary business challenges. Our business, marketing and management courses also offer opportunities for hands-on work placements and international study.

Rankings

• Top 10 in The Complete University Guide 2025

Facilities

You’ll be taught across the University campus by world leading academics from the Business School. You’ll have access to the Mill Hill Lane and Waterside Building Business Schools modern, spacious meeting rooms and study areas. The University campus is within walking distance of the historic centre of Durham, a city with UNESCO World Heritage Status.

Program Outline

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Degree Overview:

The management component delves into financial, entrepreneurial, and strategic aspects, expanding your career options.

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Objective:

• Equip students with a deep understanding of marketing and management principles for strategic decision-making and impactful brand and consumer behavior strategies.
• Develop expertise in behavioral science and digital marketing trends for future challenges in the digital world.
• Cultivate critical thinking, communication, and problem-solving skills for successful real-world application.

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Program Description:

This flexible curriculum integrates academic theory with real-world business experience through guest speaker sessions and project-based learning. It allows you to tailor your studies as your interests evolve, offering completion in three years, with optional placement year or study abroad opportunities.

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Outline:

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Year 1:

• Introduction to Advertising: Covers persuasion theories, contemporary issues in advertising, and live briefs from international organizations.
• Marketing Principles: Explores key principles of marketing theory and its application in various sectors, focusing on consumer behavior, segmentation, strategy, distribution, branding, communications, pricing, and ethics.
• Managing Behaviour and Organisations: Focuses on managing individuals and organizations in contemporary society, exploring concepts influencing individual and group behavior with real-world examples.
• Creative Strategy: Examines theoretical and practical aspects of advertising creativity, contemporary issues in advertising, and live briefs from international organizations.
• Financial Information for Managers: Introduces financial management and sources of finance, including analyzing financial reports, budget, capital investment, and performance analysis.
• Introduction to Digital Marketing: Explores the latest research in digital marketing, preparing students for future challenges in the digital world through deep dives into big data analytics, machine learning, AI, IoT, VR, AR, and their opportunities for companies and brands.
• Marketing Strategy in Practice: Develops understanding of how marketing decisions are made and their consequences, extending students' understanding of marketing strategy and critical reflection skills.

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Year 2:

• Brand Strategies, Identity, Culture and Society: Examines brand management principles from various perspectives, including socio-cultural meaning of brands, brand naming process, and the link between brand and identity.
Evaluates brands in the wider social context, domestic or international markets, social forces, and consumption trends.
• Behavioural Science for Marketers: Investigates how consumers interact with everyday products and services and their marketing strategies.
Examines consumer responses to marketing stimuli, contextual influences, and the latest behavioral science research in consumer behavior and marketing practice.
• Marketing Research: Teaches various contemporary research methods on consumer behaviors and markets, and how the data can inform marketing management decision-making.
Develops the ability to design market research projects.
• Integrated Marketing Communications: Provides a working understanding of the integrated marketing communications (IMC) mix and its relationship with the marketing mix, covering consumer behavior and consumption, IMC measurement, image and brand management, and digital marketing analytics.
• Optional Modules (May vary yearly): Information Systems, Operations Management, Applied Brand Strategy, Entrepreneurship, Digital Marketing: Tools and Techniques, Innovation Management, Marketing in Creative Industries.

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Year 3 (Year 4 if undertaking placement or year abroad):

• Dissertation OR Behavioural Science Marketing Project OR Strategic Marketing Project (Subject to validation)
• Optional Modules (May vary yearly): 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.

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Assessment:

• A combination of written assignments, reports, projects, and presentations.
• Designed to assess knowledge, understanding, critical thinking, written and oral communication, and the ability to apply learning to real-world issues.
• Final year students choose from Dissertation, Behavioural Science Project, or Strategic Marketing Project as their graduate projects.

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Teaching:

• Lectures and small group seminars.
• Specialist workshops with hands-on experience of real-world marketing challenges.
• One-on-one support and self-directed learning for critical thinking skill development.
• High-quality small-group teaching for personalized learning experience.
• Increased focus on self-directed learning and independent research in the final year.
• Department-hosted specialist business and management events for knowledge development and industry networking.

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Careers:

• Management and Marketing: Graduates possess a thorough understanding of management theories, marketing strategies, consumer behavior, commercial awareness, IT, and problem-solving skills, opening doors to various career paths in the corporate world and beyond.
• Employability focus: Events like interview advice, employer talks, and business-tailored careers fairs provide an edge in the job market.
• Previous graduate paths: Business managers, marketing specialists, civil servants, management consultants, and business analysts for companies like Virgin Media, NHS England, Amazon, Barclaycard, and PwC.
• Graduate talent schemes: Across various sectors.
• Charitable organizations and finance sector roles.

• Commitment to supporting students irrespective of financial circumstances through various funding opportunities.
• Course details (already covered in Outline)
• Learning (already covered in Teaching)
• Module Details (already covered in Outline)
• Entry requirements (already covered in Overview)
• Department information (already covered in Other)
• Placement (already covered in Overview)
• Contextual offers (not in context)
• Visit Us (not in context)

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The tuition fees for 2025/26 academic year have not yet been finalised, they will be displayed here once approved. The tuition fees shown for home students are for one complete academic year of full time study and are set according to the academic year of entry. Fees for subsequent years of your course may rise in line with an inflationary uplift as determined by the government. The tuition fees shown for overseas and EU students are for one complete academic year of full time study, are set according to the academic year of entry, and remain the same throughout the duration of the programme for that cohort (unless otherwise stated).