Marketing at Durham is varied and dynamic. Our programmes adopt an interdisciplinary approach, drawing on knowledge from fields such as psychology, sociology, anthropology, philosophy and economics. In addition to understanding functional aspects of the subject which include areas such as strategy, consumer behaviour, branding, market research and communications; you will have the opportunity to develop specialisms in areas that interest you.

Flexibility – subject to successful completion of your first year – it may be possible to change your degree path to Business and Management. (Students who require a Tier 4 visa will need to check this is in accordance with the Tier 4 regulations which are in place at that time).

Year 1

This year aims to develop a foundation of knowledge and skills in marketing and management. You not only study the principles of marketing, but have the opportunity to develop competencies in research, analysis and investigation, as well as achieving a foundational knowledge in the functions of business at both an environmental and organisational level.

Core modules:

You will study five core areas of study

• Introduction to Business Research
• The Changing World of Business
• People, Management and Organisations
• Marketing Principles
• Financial Information for Managers

Example of optional modules:

You will study a further elective module, which in previous years have included:

• Economics and Psychology of Decision Making
• New Venture Creation
• A foreign language

Year 2

This year aims to develop students’ functional knowledge of marketing.

Core modules:

A series of core modules which cover the key functional areas of marketing:

• Strategic Brand Management
• Integrated Marketing Communications
• Consumer Psychology
• Research Methods and Statistics.

Example of optional modules:

You will study a further two elective modules which are offered from a list which in the past have included:

• Information Systems
• Operations Management
• Consulting in the Public Sector
• Human Resource Management
• Entrepreneurship
• Managing in a Global Environment
• Principles of Business Law
• A foreign language.

Year 3

All of our degrees offer you the option of spending your third year gaining practical experience on a business placement. Business placements are a great way to develop your employment marketability and to engage with employers early in their recruitment pipeline. We actively encourage you to explore this as an option within your degree. A placement requires a minimum of forty weeks of work experience and the placement begins in the summer following completion of the second year, and this then becomes the third year of a four-year degree programme. This allows you to really explore and understand your job and to find out if the career or company is for you.

• You will develop your practical skills, confidence and maturity.
• You can focus on a specific career path - many employers recruit graduates from their placement programme.
• You will be able to contextualise your studies better, be more mature in your attitude to work.
• You may decide to draw on your working experiences and access a more fulfilling dissertation research subject.
• You will gain invaluable job search and graduate research skills by engaging in the competitive placement recruitment process.

To ensure you are getting the most out of your experience, we support your placement in a number of ways:

First Year Bootcamps and Workshops help you to develop your Placement Strategy and to identify and develop those skills and competencies that will be critical to ensure you are attractive to potential placement employers. These typically involve Employers, Placement Mentors, representatives from Colleges, Societies and the Volunteering Community in Durham.

Second Year Workshops support you through the placement application process and allow you to develop into a supportive student group to travel along the road of gaining a placement together. They enable you to get to know those students who will return with you in the fourth year. Workshops typically involve employers, and former placement students.

The DUBS Placement Programme includes a series of employer-led events which take place throughout term 1 and 2 and is open to all first year and second year placement students. The skills sessions and networking events allow students to develop essential employability skills as well as providing valuable insight into the recruitment process.

Placement Mentors: We have a mentorship scheme whereby former placement students share their experiences of the application process and placement with first and second year students and those out on placement. If you become a placement mentor on your return to University you can continue to develop your interpersonal skills and slide back into your University life with another key role which may well develop a new sense of belonging as well as another valuable contribution to your CV

Placement Tutors: Whilst you are on placement you are assigned a tutor who will visit you, liaise with your employer and ensure you gain the most from your experience.

The Business Placement year fees are set annually by the University. For the definitive amount of the Business Placement year fees payable please contact our Placement Team.

*The offer of a place on a ‘with placement’ degree does not imply that Durham University Business School guarantees to find the student a placement. The Business School, in association with the University, will assist students in finding and applying for placements, but it is the responsibility of the student to apply for and to obtain a placement (which is subject to approval by the Business School). In the event that a student is unable to obtain a placement, transfer to the equivalent ‘non-placement’ programme is guaranteed provided the student is eligible to transfer on academic grounds. In line with Home Office rules, students from outside the EU will transfer onto the ‘with business placement’ programme only once they have successfully secured a placement (normally at the end of their second year of study). Therefore due to visa requirements, we recommend that international students interested in the business placement year as part of their degree apply for this programme when making their application to us via UCAS.

Year 4

Central to this year is the Dissertation. This allows you to conduct an extended, independent Research Project on a Marketing topic of your own choosing, under the close supervision of an academic member of staff.

Core modules:

• Dissertation
• Strategic Management

Example of optional modules:

You will study three further elective modules, which will allow you to develop your study of specific areas of marketing.

The range of optional modules in previous years have included:

• Global Marketing
• Social Marketing
• Retail and Services Marketing
• Contemporary Issues in Management
• Leadership
• Corporate Responsibility
• Corporate Entrepreneurship
• Corporate Governance
• Design Thinking
• Work, Organisation and
• Asia and the Pacific Rim
• A foreign language.

Placement

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 with six compulsory modules. 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.

Course Structure

Year 1

Core modules:

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.

Year 2

Core modules:

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 how the data can be used to inform marketing management decision making. You will develop the 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.

Examples of optional modules:

• Information Systems
• Operations Management
• Applied Brand Strategy
• Entrepreneurship
• Digital Marketing: Tools and Techniques
• Innovation Management.

Year 3

Year 3 is spent on placement. During the year you will be assigned an academic tutor who will visit you, liaise with your employer and provide the support to ensure you gain the most from your experience.

The placement year, a minimum of 40 weeks of work experience, is an opportunity to put learning from the first two years into practice in the workplace. You will also gain valuable experience and a tailored skill set to take forward to your final year. The skills and professional network gained during the placement year will give you a head start with graduate employers.

Year 4

Core modules:

• Dissertation
• Behavioural Science Marketing Project.

Examples of optional modules:

• 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.

Placement