Marketing and Management
Study marketing alongside management and gain an insight into the way companies operate, the techniques used to understand consumer behaviour and how companies engage with customers in the fast-paced business world.
3 years full-time
Drawing from the fields of psychology, sociology, anthropology, philosophy and economics, this varied and dynamic course helps you understand how consumers behave and how businesses use this insight to market their products and services.
Combining contemporary marketing with business management 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, consumer behavioural science, branding, market research and communications. The wide range of optional modules give you the opportunity to focus your studies on areas of special interest such as retail marketing and social marketing.
The degree culminates in either a dissertation or project based on an area of marketing of your choice.
Introduction to Advertising covers theories of persuasion, contemporary issues in advertising such as social, ethical issues, and inclusivity. 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.
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.
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.
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.
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.
Brand Strategies, Identity, Culture and Society examines the key principles of brand management from a range of perspectives. You will learn about the socio-cultural meaning of brands, the process of naming a brand and the links between brand and identity. The module evaluates brands in the wider social context, including domestic or international markets and social forces and consumption trends.
Behavioural Science for Marketers looks at how consumers interact with everyday products and services and the ways in which they are marketed. 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 ability to design a market research project
Integrated Marketing Communications provides a working understanding of the integrated marketing communications (IMC) mix and its relationship with the marketing mix. This module covers areas such as consumer behaviour and consumption, measurement of IMC, image and brand management, and digital marketing analytics.
Students on the BA Marketing and Management can apply to be transferred onto either the ‘with Year Abroad’ or ‘with Placement’ pathway during the second year. Places on these pathways are in high demand and if you are chosen your studies will extend from three years to four.
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.
Modules are assessed via a combination of examinations, written assignments and reports, investigative 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.
The final year marketing project or 12,000-word dissertation makes up one-third of your final-year marks.
A proficiency in Mathematics is required. If not taken as an A level, a grade 7 (or grade A) in Mathematics at GCSE is required.
We also accept the Core Mathematics Qualification at grade B in lieu of our GCSE Mathematics requirement.
A level offer – AAA
BTEC Level 3 National Extended Diploma/OCR Cambridge Technical Extended Diploma – DDD
IB Diploma score – 37 with 666 in higher level subjects. If Mathematics is not taken at higher level, then it is required at standard level 5.
International students who do not meet direct entry requirements for this degree might have the option to complete an International Foundation Year.
The tuition fees for 2024/25 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).
Please also check costs for colleges and accommodation.
We are committed to supporting the best students irrespective of financial circumstances and are delighted to offer a range of funding opportunities.Find Out More
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.
(Source: HESA Graduate Outcomes Survey. The survey asks leavers from higher education what they are doing 15 months after graduation. Further information about the Graduate Outcomes survey can be found here www.graduateoutcomes.ac.uk)
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 that consistently ranks highly for the quality of teaching, research and for graduate prospects. 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.
For more information visit our Business School website.
You’ll be taught across the university campus by world leading academics from the Business School. You’ll have access to the 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. Resources include up-to-date financial information and online databases. In addition, you’ll have access to Durham University’s prestigious libraries and archives.
The best way to find out what Durham is really like is to come and see for yourself!