Course details

Study options

Full-time: 3 years, Part-time: Up to 6 years

UK/EU fee

£9,250 per year* (2020/21)

International fee

£14,045 per year (2020/21)

UCAS points

120 (September 2020 entry)

UCAS code

N560

Course level

Undergraduate

Qualification

BA (Hons)

Start date

September

Location

Kedleston Road, Derby Campus

This course is available as a Joint Honours degree.

View Joint Honours optionsView Joint Honours options

If you do not achieve the typical entry points required, you may want to consider studying this course with foundation year.

View with foundation year optionView with foundation year option

Course description

 

Top10Marketing at Derby has been ranked Top 10**The Guardian University Guide 2020
Why you should study Marketing at the University of Derby

All companies use marketing as a vital tool to promote products, services and brands to different audiences. The BA (Hons) Marketing, PR and Advertising offers a core understanding of key marketing, branding and communication concepts preparing you for a successful career in advertising and PR in either an organisation or agency environment.

Relevant, respected, rewarding

This is a practical, in-depth study of one of the most exciting business disciplines. You’ll be fully prepared to plan and execute effective communication campaigns that deliver the right message to the right people at the right time.

As you develop your skills in marketing, PR and advertising techniques you’ll understand how a strong and consistent brand image is developed and what impact it has on business profitability. By the end of the course, you will have built a professional digital portfolio. 

The Chartered Institute of Marketing (CIM)

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.

We have joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

CIM logo

Connected in to a business network

Raise your profile and enrich your learning throughout your Marketing (PR and Advertising) degree as you network and make connections with agencies and businesses working on consultancy projects and live case-studies and projects. Our students have worked on consultancy projects, offering marketing advice to local young entrepreneurs. They have had opportunities to meet clients and present marketing solutions. 

Lewis Dunne

Marketing student Lewis Dunne is setting his goals high

Our Marketing degree gave Lewis the opportunity to support The Prince's Trust charity

Read more about Lewis' story hereRead more about Lewis' story here

Learning outside the classroom

You'll take part in field trips to trade fairs and exhibitions and work on many live company projects throughout your studies meaning your work is relevant and up-to-date with market trends. Put your knowledge in to practice and join our ‘student consultancy’ group to build your skills and develop your portfolio. 

Learn from the experts

Our vast experience marketing will be your guide. Our teaching team is enthusiastic, innovative, knowledgeable - ambitious for you and supporting you all the way. We have research expertise spanning everything from consumer behaviour to business intelligence. Our lecturers are marketing specialists and many of them have worked in industry for years. 

Gareth Rafferty

The teaching at Derby is great. It is interactive and includes a wide variety of creative skills development such as using design software and photography.

Gareth Rafferty
BA (Hons) Marketing (PR and Advertising)

What you will study

Year 1Year 1Year 2Year 2Optional Placement YearOptional Placement YearYear 3Year 3

Code: 4MK509

Advertising Fundamentals

The module allows students to develop a clear appreciation of the important role of Advertising as a major element of the communications mix and how this needs to be co-ordinated, integrated and managed to deliver effective advertising which satisfies a client’s advertising objectives.

The module seeks to expose students to the diversity of advertising approaches and techniques utilised in today’s business environment by allowing them to examine examples in the public and private sectors and there by develop an appreciation of the problems and issues associated with managing and planning advertising output. Students will have the opportunity to visit Advertising Agencies to see at first hand the work of Account Directors, Account Planners, Media Buyers, Creatives and other important functional elements of successful Advertising Agencies.

More information
20 Credits
core
Coursework

Code: 4MK510

Business Acumen and Entrepreneurship

Understanding the way in which a business works and all the elements that lead to its success are the basis for this module. Whatever your ultimate role in Marketing management, the wider creative industries or as a self-styled entrepreneur, an understanding of fundamental business principles will enable you to devise and execute realistic, successful campaigns.

The module provides the opportunity to develop a new business concept from the inception of a company through to the launch of a new product/service idea which requires external investors to take it to the next phase.

The module will explore how and why companies are structured as differing legal entities, the need for communication and interaction between departments and other external agencies.

It examines broad areas of business which are vital for the business acumen of marketers working within established companies or entrepreneurs developing a new start up company. Business finance, budgeting and costing approaches will be considered.

Case studies and business simulation will be used to examine problem-solving and business decision making, bringing an insight into how and why real business objectives are formulated.

This module gives students an understanding of business strategy, competitor analysis, brand development, customer personas, financial forecasting, budgeting and profitability, plus an appreciation of underlying business processes from research and development through to operation and project management. These enable you to develop a new business concept, supported with marketing frameworks in order to establish an investment proposal which could attract external funding.

More information
20 Credits
core
Coursework

Code: 4MK511

Design and Creativity for Marketers

The aim of this module is to introduce you to visual design as an integral part of marketing communications in the past, present and future. You will examine different concepts, movements, ideas, approaches and ways of using visual communication across a range of media. You will also consider cultural preferences and the increasing need for visual communication to transcend international barriers for global brands.

You will explore this through a series of lectures, discussions, activities and visits to destinations such as the Museum of Brands, Packaging and Advertising in London or other exhibitions. You will be introduced to the Adobe Creative Cloud package to help you design a range of marketing materials.

The module includes work that will help you gain professionally recognised certificates offered by Adobe and Microsoft should you wish to take these additional exams.

More information
20 Credits
core
Practical

Code: 4MK512

Introduction to Digital Marketing

This ‘Introduction to Digital’ module will set the scene, explain the landscape and give students an appreciation of the emerging and unruly world of digital marketing. Students will evaluate best and weak practice in digital marketing and develop an understanding of the process of acquiring, retaining and converting customers in an omni-channel environment.

This module will explore underlying concepts and principles of social media and the opportunities and challenges of its use within digital marketing.

The assessment will prepare the students for employment by developing key transferable personal skills in responsibility and management of online marketing activities.

More information
20 Credits
core
Practical

Code: 4MK513

Managing the Brand

Customers are faced with almost unlimited choice of products and services that are likely to satisfy their needs and wants, coupled with an ever growing number of channels through which to purchase. This makes it increasingly difficult for organisations to cut through the clutter of communication and to make themselves visible to prospective buyers. Developing powerful brands is one such way in which to attract the attention of customers.

 The branding and popular culture landscape is dominated by the marketers, the promise makers the people who commission the neon lights and the funky adverts. In our consumer society brands have become an obsession. But an often forgotten fact is that the people who make or break brands are the employees, the promise guardians.

This module introduces leaners to the elementary concepts and processes involved in designing and maintaining successful brands. It explores the various ‘building blocks’ that make up brands, identifies and evaluates different brand architectures available to organisations and assesses the impact that organisational aims, objectives, culture, behaviour and environment have on customer experiences, brand positioning and brand equity. The module also aims to give an overview over the role that brand managers play in the development and maintenance of brands and provide students with real life experiences of influencing brand developments.

More information
20 Credits
core
Coursework

Code: 4MK514

Marketing Fundamentals

This introduction to the “fundamentals of marketing” module will provide you with a basic understanding of the current and emerging marketing principles and techniques within the business environment.

It seeks to establish that sustainable market success within a highly competitive environment can only be achieved by developing products or services based upon an understanding of the external environment and customers’ needs and wants.

During the module you will not only consider how to add value for customers and other stakeholders but also learn to assess the impact that marketing activities have on consumers’ lives.

Your assessment is coursework-based, designed to enable you to demonstrate your ability to approach a business challenge as a marketer and business manager. The assessment methods used on this module will also help you to develop key skills desired by employers, for example digital and visual communication and presentation skills, and business report writing.

More information
20 Credits
core
Coursework

Code: 5MK511

Convergent Media

For companies to compete in today’s increasingly competitive market place, communicating effectively with consumers and stakeholders is essential for survival. Marketing Communications plays a central role in this increasingly dynamic environment where all elements of the marketing mix and the communication of brand values combine to establish competitive advantage.

Through this module you will explore why an integrated approach to marketing communications is essential if such communications is to be both efficient and effective. With the continued rise of digital media it is essential to consider how media converge and diverge.

The module has been informed by businesses across a wide spectrum of industries throughout the UK who are involved in Marketing Communications, together with current research findings. Incorporation of industry requirements is aimed directly at enhancing your employability post-graduation and students will have the opportunity to experience the role and application of Integrated Marketing Communications through contact with practitioners in both local businesses and communication agencies.

More information
20 Credits
core
Coursework

Code: 5MK512

Marketing Research

Modern day businesses depend upon good marketing research to inform decision making in a number of areas from product design and innovation to understanding customer needs and wants. Increasingly organisations are trying to delve deeper into the mind sets of their customers in order to develop products and services which will give them a competitive edge. In this module you learn how to design and carry out research at this deeper level and this will equip you with relevant skills which employers are seeking.

The module has been designed after research and consultation with the Chartered Institute of Marketing and with business representatives to ensure it is relevant for meeting the needs of the professional institute and potential employers.

The module includes practical skill elements which may be transferred into the workplace; for example use of computer analysis software for conducting research projects; interview and questioning strategies for achieving depth; use of images and social media for detecting future trends.

In addition to traditional research methods such as survey, case study, depth interview, the module also covers more modern methods which are becoming popular including; ethnography, emotional scaling, trend tracking, benchmarking, discourse and social media.

More information
20 Credits
core
Coursework

Code: 5MK513

Public Relations and Media Management

Relationship management and its implementation via public relations activities is an increasingly important aspect of corporate communications. Along with marketing communications it remains an area which stimulates wide differences of opinion as to where it lies in relation to the marketing function of organisations. The module is designed to allow you to recognise which is the most appropriate approach given particular business contexts and the issues affecting it.

Public Relations is about managing a corporate image and reputation. Deciding which public a company needs to engage with and which media to utilise in delivering the corporate ‘message’ are key issues that the module will equip you to make. With that understanding, you will then be in a position to suggest creative ideas for an optimised PR plan that is likely to optimise a company’s corporate reputation and increase its brand equity.

Management of media/press relations plays a central role in the delivery of PR activities and requires sensitive and imaginative management if these channels are to be fully utilised to the organisations benefit. This area will be explored extensively during the module allowing you to fully appreciate the interrelationship between PR and the Media. While doing this, you will develop an understanding that reputation management needs to be an continuous ongoing core activity within a company. You will also see the importance of PR in the management of exceptional (crisis) situations, corporate social responsibility and the needs for all PR activity to fall within acceptable legal and ethical parameters.

The module has been formulated with the requirements of the appropriate PR professional body in mind and skills embedded that resonate with those expected by the Chartered Institute of Public Relations. Your learning will be enhanced through the use of guest lectures by media professionals.

More information
20 Credits
core
Coursework

Code: 5MK524

The Marketing Manager

This module builds on the Agency Executive. It examines the research and planning done by agencies in order to make informed decisions about the creative direction and strategy required to implement successful, measurable campaigns for clients. It also addresses customer relationship management and account management giving the student first-hand experience of the links between advertising account planning and strategic marketing.
20 Credits
core
Coursework

Code: 5MK525

The Agency Executive

For those who aspire to marketing executives this module will enable you to take your first step. Founded and designed with our business partners, students will have the opportunity to work with organisations and experience first-hand how creative campaign planning combine in practice to achieve profitability.

The process will consolidate your learning by its application to current marketing problems faced by organisations in ‘real-time’. The learning, experience and confidence you gain as a result will enable you to become an exceptional executive with marketing skills and knowledge and the personal skills to make an impact.

You will be able to implement your proposals within a real organisation giving you the opportunity to build experience, and professionalism that will take you far beyond year two of your studies.

More information
20 Credits
core
Coursework

Code: 5MK510

Digital and Social Media

This module will give you the tools, techniques and theory behind how digital marketing works within a business environment.

During this module you will learn about best practice and key elements of managing digital marketing in an ‘always on’ 24/7 environment. You will learn how to audit and evaluate competitors’ digital footprints as well as understand how to gain consumer insights using digital techniques.

Your assessment is coursework-based, designed to provide practical life and employment skills, developing an outline digital marketing plan. This assessment will contribute towards key skills sought by employers, including: evaluation, understanding of digital tools, presentation and business report writing.

More information
20 Credits
optional
Coursework

Code: 5MK514

Consumer Behaviour

Satisfying customers, consumers and clients is a priority for all organisations if they wish to survive and prosper. This can only be achieved if organisations are able to see the world through their customers’ eyes, understand the often seemingly irrational nature of their purchasing behaviour and respond with appropriate products, services and processes.

This module provides you with the opportunity to apply and further develop some of the knowledge and skills you have acquired in previous modules to delve into consumers’ conscious and unconscious motivations for their purchases and consumption behaviour. It provides a foundation for analysing and evaluating customer needs and wants. Working with organisations, you will assess the extent to which they do meet customers’ needs and wants, or to establish where greater customer satisfaction might be achieved.

Your learning will be enhanced through self-analysis and through applications in case studies, visits and contributions by guest speakers from industry.

You will be assessed by 100% coursework, which will be spread throughout the semester to help you balance your workload and benefit from feedback.

Module Learning Outcomes:

On successful completion of the module, you will be able to:

  1. Demonstrate a critical knowledge of the theories and concepts used to identify, manage or change consumer behaviour
  2. Apply this knowledge by selecting, justifying and presenting proposals to achieve a more satisfying exchange outcome for all stakeholders involved in the buying or acquiring process.

Module Content

This module aims to provide you with an understanding of a wide range of concepts and theoretical approaches and the opportunity to examine the role of customer behaviour from an experiential and organisational perspective. Including but not restricted to:

  • Current issues and new Insights in consumer and consumption research
  • Patterns of consumption and influences on consumers’ loyalty behaviour
  • Ideas about who we are, how we want to be perceived by others and their relationship to consumption
  • Influences on consumer decision making
  • Methods used by organisations for behaviour of consumers
  • Different values, cultures and sub-cultures and how they affect buying processes
  • New media and their impact on how and what we buy
  • Ethical issues relating to consumer behaviour, such as consumer ‘misbehaviour’
More information
20 Credits
optional
Coursework

Code: 5IM888

Contemporary Issues in Professional Practice

Students need to be aware of the commercial realities and external factors that influence the success of an organisation. This module provides opportunities for students to acquire an understanding of contemporary issues that may impact on industrial and professional practices relevant to a career within their chosen discipline.

During this period of work experience, students can gain a deeper appreciation of the responsibilities arising from both corporate and individual responses to such issues, thus enabling them to relate to the wider world when exploring a personal direction for potential career development.

More information
20 Credits
core
Coursework

Code: 5IM889

Applied Professional Practice

This module provides a framework for the development of “lifelong learning” skills appropriate to all areas of professional practice; including objective setting, planning, negotiating, implementing, demonstrating and reflecting.

The emphasis in this module is on the analysis and evaluation of the work completed within the organisation. This module also gives students an opportunity to relate their academic knowledge to the work environment.

More information
40 Credits
core
Coursework

Code: 6MK510

Marketing Strategy

Developing Marketing Strategies that focus on customers are often stated as priorities for modern day businesses. However in practice this is difficult to achieve and may require business leaders to significantly change their mindsets to deliver effective and sustainable change, which engages both employees and customers. In this module you will be able to examine the marketing strategies of those organisations that are thriving and successful and those that are failing.

The module will go beyond the traditional models of market analysis and planning. We will be seeking to look at strategy from a creative point of view (and not just as an analytical approach taken by some). We will look at how organisations develop unique positions and brands by identifying and developing value propositions which appeal to customers. We will particularly seek out contemporary issues in marketing and see how strategy may need to be adapted to accommodate trends.

The focus of the module will be to seek out winning and losing strategies in the modern market place and seek to assess the underlying reasons for success or failure. Particular attention will be paid to breaking news; organisations being featured in news and current events.

The design of the module has been informed after consulting with the Chartered Institute of Marketing and other business professionals to ensure that it is up to date and relevant for meeting the needs of the professional institute and potential employers.

The module will involve external guest speakers with specialist expertise and current practice from marketing agencies and industry.

On completing this module you will feel confident that you can enter the workplace and quickly develop and present your ideas for improving your organisations marketing strategy.

More information
20 Credits
core
Coursework

Code: 6MK515

Public Relations and Social Media

This module will enable you to appreciate and become part of a communications industry that is data-driven and works in real-time. We will allow you to focus on the specialist sector of your choice and nurture your skills to become an opinion former through social media infrastructure with a strategic eye on the media landscape to react, shape and manage your messages.

Of all the media industries in the communications toolkit – PR has been massively changed by the advent of digital and social media. PR practitioners have had to embrace it from the start quite simply because much of social media is done by the public, consequently opinion forming, influencing, managing reputation and crisis are all in the social media spotlight and amplified accordingly.

Recent history shows how social media has changed brand perceptions and has the power to de-rail planned communications campaigns. Apple’s labour relations practices, may not have been blown by social media, but it has kept the story relevant and in our newsfeeds and - in our lives. There has never been such a time for professional communicators to craft statements but also understand and manage reaction from the traditional media, but also an empowered public through blogs, tweets, and posts.

The reality of being a PR practitioner today is to become an effective community manager. Understanding customer service, communications and business strategy whatever sector you may favour. Be it sport to fashion, not-for-profit to public affairs – adapting and responding in ‘super-quick’ time is the way in which we have to shape favourable coverage for individuals, organisations or the public we may represent.

This module will enable you to appreciate and become part of a communications industry that is data-driven and works in real-time. We will allow you to focus on the specialist sector of your choice and nurture your skills to become an opinion former through social media infrastructure with a strategic eye on the media landscape to react, shape and manage your messages.

More information
20 Credits
core
Coursework

Code: 6HR510

Developing Leadership and Management

This module is about the concepts of Leadership and Management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organisations. Students will analyse the skills and competencies of effective organisational leaders and examine alternative methods of leadership development to enhance these.
20 Credits
optional
Coursework

Code: 6IM998

Independent Study

This module gives you the opportunity to make a personal choice regarding the topic and format of your study. You may wish to extend aspects of your final and previous year subjects to more depth along with refining your research skills by means of a traditional research project.

Alternatively you may choose to examine a business situation in depth, develop a creative advertising campaign or develop a marketing plan with ideas for creative execution. You could analyse and test the theories, principles and concepts addressed in the classroom environment in the reality of a private, public or community sector organisation by means of a pathway related report. The independent study is an individual piece of work completed under the guidance of an academic supervisor. The subject of study will normally be in your particular area of specialism, and this is an important opportunity to build your expertise and knowledge in that area.

In the course of your studies, you may discover an area that is of particular interest to you, or which has specific relevance to your intended professional orientation. This module gives you the opportunity to extend aspects of your coursework or professional interests in more depth, including topics that have not otherwise been available as formal modules. You will also refine and develop your skills in research, critical evaluation, analysis and production of professional documents.

This module differs from other modules because it relies on independent study rather than formal classes, and the initiatives to choose a topic and organise the study come from you. The skills you develop during this module will prepare you not only for future employment but for higher-level study. If you choose to work with a particular organisation then the opportunity for engaging with that organisation will provide insights into professional practice. If you choose to work in a more academic or creative setting your work will align with the recommendations of professional bodies in your field.

More information
40 Credits
optional
Coursework

Code: 6MK508

Content, Copywriting and Creativity

Copywriting and creativity are key skills in the world of advertising and marketing. Whether you are writing the copy, designing the text or producing the artwork, the art of getting the message across to the target market is crucial. Not all of us are artists and designers; not all of us are creative, but we may have to brief, manage and feedback to those who are and it is therefore necessary to understand what they do.

This module examines creativity in advertising and marketing and allows you to experiment with different kinds of copywriting for different media, ranging from traditional print and broadcast to ambient and social media. You will explore the different audio, visual and written devices used to deliver marketing messages to target audiences and discover the power of creative imagery to achieve lasting impacts on customers.

The practical nature of the module will give you the opportunity to write in different styles and learn how to approach different media in different ways in order to make them work effectively as marketing tools. The module makes use of the experience of professional copywriters, giving you the opportunity to work on genuine copywriting contracts.

More information
20 Credits
optional
Coursework

Code: 6MK509

Marketing Across Cultures

As a student of Marketing and a future Marketing professional, you must have a thorough understanding of the added complexities involved in global marketing and how these impact on the formulation of marketing plans and strategies. Organisations in all sectors and industries face increasing international competition; this could be from multi-nationals or competitors establishing themselves in their domestic environment, the need for foreign suppliers or indeed when they seek to establish operations abroad. This module seeks to build on the knowledge and concepts you will have encountered at earlier stages of the programme. It aims to familiarise you with a range of issues and concepts encountered by international marketers and to provide the theoretical framework that will enable you to analyse and implement these in a real-life business situation.

Your assessment is coursework-based, designed to enable you to demonstrate your ability to approach a business challenge as a marketer and business manager. The assessment methods used on this module will also help you develop key skills desired by employers, for example, critical analysis, business report writing and presentation skills.

More information
20 Credits
optional
Coursework

Code: 6MK511

Ethics Sustainability and Community

This module aims to provide you with knowledge of ethical issues involving business, in particular it is concerned with the implications for marketing.

The module aims to develop your capacity to critically engage with issues such as human rights, environmentalism and sustainable development, consumerism and Corporate Social Responsibility (CSR). Ultimately, the aim of the module is to enable you to recognise and reflect upon complex ethical problems with a view to enhancing your analytical and decision-making skills which are valuable for employability in international businesses.

The role of sustainability as an integral component of business strategy is becoming more common. A number of factors seem to be important in helping to explain this trend including the need to comply with a growing volume of environmental and social legislation and regulations. The concern about the cost and scarcity of natural resources, additionally a greater public and shareholder awareness of the importance of socially responsible financial investments, the growing media coverage of the activities of a wide range of anti-corporate pressure groups and finally more general changes in social attitudes and values within modern capitalist societies. 

Sustainability according to McCann-Erickson (2007): can be summarised as “a collective term for everything to do with responsibility for the world in which we live. It is an economic, social and environmental issue. It is about consuming differently and consuming efficiently, it also means sharing between the rich and the poor, protecting the global environment while not jeopardizing the needs of future generations.” 

This module aims to provide you with knowledge of ethical issues involving business, in particular it is concerned with the implications for marketing. 

The module aims to develop your capacity to critically engage with issues such as human rights, environmentalism and sustainable development, consumerism and Corporate Social Responsibility (CSR). Ultimately, the aim of the module is to enable you to recognise and reflect upon complex ethical problems with a view to enhancing your analytical and decision-making skills which are valuable for employability in international businesses.

Your assessment is coursework-based, designed to enable you to demonstrate your ability to approach a community challenge as a marketer and business manager. The assessment methods used on this module will also help you to develop key skills desired by employers, for example critical analysis, business report writing, presentation and strategic marketing skills.

More information
20 Credits
optional
Coursework

Code: 6MK513

Market Sensing

Market Sensing is a new approach to marketing research which seeks to achieve greater depth and meaning in research projects. It is strongly aligned with marketing research, business intelligence, strategy formulation, brand development, understanding consumer behaviour, and internal marketing. It is presented that currently main stream texts in areas of Marketing Research, Business Research, Marketing Strategy, Consumer Behaviour, tend to focus on traditional research methods such as surveys, interviews, case studies, and focus groups.

We will present that beyond these methods there are several other methods which may be used for depth and meaning. These methods have largely been confined to the realm of ‘specialist texts’ and therefore are generally less accessible (and consequently not well integrated into modules and programmes for students engaged on undergraduate and post-graduate in Marketing and Business).

Our aim will be to explain and demonstrate the concept of Market Sensing and identify and explain associated research methods. Specifically our objectives will be to:

  • Present, explain, and critically evaluate the concept of Market Sensing and how this differs from conventional Marketing Research
  • Present, explain, and critically evaluate the concept of Market Sensing and the links to; Marketing Strategy; Brand Development; Understanding Consumer Behaviour, and internal marketing
  • Present, explain, and critically evaluate a range of specialist Market Sensing research methods to achieve depth and meaning in research
  • Locate these specialist Market Sensing research methods within the marketing research domain
More information
20 Credits
optional
Coursework

Code: 6MK516

Services and Experiential Marketing

This module assesses the importance of designing and delivering marketing which effectively applies an understanding of customer expectations (and beyond) . The module will highlight the impacts of service variability, perishability and demand fluctuation on marketing. It will also consider the measurement of customer expectations and perceptions and satisfaction monitoring. The need for and process of resource planning and the management of service encounters will also be encountered.

The importance of the service sectors is growing in all national economies and is increasingly provides the basis for national comparative advantage. Tourism, leisure, retail, entertainment, sport and events are just some of the big services sectors represented in the Derbyshire region. Services are also increasingly employed to differentiate tangible products and provide competitive advantage for organisations.

Services marketing represent significant challenges for organisations and marketers, simply because the service element is itself intangible. At a great concert, the ticket, programme, facilities are all tangible, but the service itself, the music, is intangible. Furthermore, the service cannot occur without a customer being present. (The concert can be rehearsed, but it isn’t a service without a customer.) It is due to this intangibility of the service which makes services management so difficult to assure and services marketing such a challenging and exciting topic to study. How can an experience be promoted? What are the elements of the marketing package –from researching customer needs, wants and expectations through to promoting something which cannot be easily captured in a promotion.

This module assesses the importance of designing and delivering marketing which effectively applies an understanding of customer expectations (and beyond) . The module will highlight the impacts of service variability, perishability and demand fluctuation on marketing. It will also consider the measurement of customer expectations and perceptions and satisfaction monitoring. The need for and process of resource planning and the management of service encounters will also be encountered.

More information
20 Credits
optional
Coursework

Code: 6MK518

Social Marketing and Society

This social marketing module offers an introduction to the field by introducing social marketing principles, differences between social marketing, societal marketing and commercial marketing. Social marketing is well-known for influencing behaviours’ for social good and this module will offer to develop an understanding to analyse social issues and to develop a social marketing campaign by understanding consumer needs.

This module will also offer an opportunity to the students to relate the applications of social marketing theory to understand continued issues which need solution though social marketing. There will be consideration of many social marketing models, frameworks and criteria and will be taught through a blended learning approach.

More information
20 Credits
optional
Coursework

Please note that our modules are subject to change - we review the content of our courses regularly, making changes where necessary to improve your experience and graduate prospects.

University of Derby student drinking coffee

How you will learn

We offer field trips to trade fairs, visits to exhibitions and we work on numerous live company projects to guarantee our courses are relevant and up-to-date with current market trends. There is also an opportunity to join a ‘student consultancy group' for those who wish to develop their skills and grow a professional portfolio.

You will be encouraged to be creative, whether you're creating eye-catching media, memorable slogans or designing mood boards to find new innovative ways to communicate with your audience. Some of your learning will be classroom based, sometimes you will want to use computer labs and at other times you may work in a studio. You’ll use new digital technology to create digital content, including blogs, vlogs, videos and TV commercials.

You will learn to be adaptive in your communications to meet the needs of different consumers. Above all you will develop practical skills of marketing, alongside the sound theories and this process will be enhanced through workbased learning such as projects and your Placement.

Your learning is put in the context of a business environment so that in your future careers you will appreciate the significance of 'the bottom line'

Assessment

Our BA (Hons) Marketing (PR and Advertising) modules are assessed by coursework and a variety of assignments. Assignments are aligned to what would be required in creative industry such as research based reports, presentations and creative content.

Who you'll meet

Maria Potempski is the programme leader. Maria has been a marketing and PR practitioner for many years, working in agencies and consultancy. She has PR’d everything from nuclear reactors to lingerie. 

Who will teach you

Maria Potemski

Maria Potempski
Programme leader

Maria is Programme Leader for the Marketing (PR and Advertising) and Marketing (Management) programmes. Prior to joining the University, she was a PR practitioner and developed the undergraduate degree she now leads. The programme has since received a University Excellence Award for Digital Practice, which reflects current creative industries and PR technological practice.

View full staff profileView full staff profile

Entry requirements

September 2020 typical entry requirements

RequirementWhat we're looking for
UCAS points120 (up to 16 from AS-levels)
Specific requirements at A-level

No specific subject requirements

Specific requirements at GCSEGCSE Maths and English Grade C/Grade 4 (or above) or equivalent qualification
IELTS6.0 (with 5.5 in each skills area)
Interview / AuditionN/A
PortfolioN/A

 Alternative entry qualifications:

We usually consider an A-level in General Studies as a supplementary qualification. A good application/performance will be taken into account if you do not meet the criteria/offer conditions.

Our entry requirements for this course should be read together with the University's general entry requirements, which details subjects we accept, alternative qualifications and what we're looking for at Derby.

Fees and funding

2020/21 Fees

 Full-timePart-time
UK/EU

£9,250 per year*

£1,155 per module*

International

£14,045 per year

N/A

* The fees stated above are for the 2019/20 academic year; fees for 2020/21 have not yet been confirmed by the UK government. We will update this information as soon as it is available.

Further information about our fees and support you may be entitled to.

Additional costs and optional extras

How to apply

UK/EU students

Full-time students applying to start in September should apply for this course through UCAS or you can apply directly to the University for an undergraduate course if you’re not applying to any other UK university in the same year.

Part-time students should apply directly to the University.

Apply through UCASApply directly to the University

Guidance for EU students post-Brexit

International students

Full-time students applying to start in September should apply for this course through UCAS or you can apply directly to the University for an undergraduate course if you’re not applying to any other UK university in the same year.

Apply through UCASApply directly to the University

Guidance for international applicants applying for an undergraduate degree

Careers

Demand for advertising, PR and communication specialists in marketing is high. Your skills in campaign development, analysis and measurement of results will be in demand as a marketer who can demonstrate impact and return on investment.

You’ll have a great foundation to begin a successful career in areas like account, product, brand or communications management.

Past Marketing (PR and Advertising) students have gone on to work in large, multi-national blue chip companies, some have set up their own businesses; some work in marketing departments, some in specialist businesses; some work in the public sector. In all these areas there is a need for marketing skills for organisations to understand consumer needs and influence consumer behaviours.

"After graduating from the University of Derby I began my career in marketing at Derby City Council as the Marketing Officer for Sport and Leisure. After two years in this role I then progressed to Marketing Executive for Public Transport at East Midlands Airport." Kelly McHugh, Marketing graduate

Or why not study further with our:

MSc Marketing Management (Alumni discount available)

Contact us

If you need any more information from us, eg on courses, accommodation, applying, car parking, fees or funding, please contact us and we will do everything we can to help you.

Contact us Contact us

† Additional information about your studies

4 years with optional placement year.

Download programme specification

Teaching hours

Like most universities, we operate extended teaching hours at the University of Derby, so contact time with your lecturers and tutors could be anytime between 9am and 9pm. Your timetable will usually be available on the website 24 hours after enrolment on to your course.

Additional costs and optional extras

We’re committed to providing you with an outstanding learning experience. Our expert teaching, excellent facilities and great employability prepare you for your future career. As part of our commitment to you we aim to keep any additional study costs to a minimum. However, there are occasions where students may incur some additional costs.

Included in your fees

Mandatory costs not included in your fees

Optional costs not included in your fees

Please note: Our courses are refreshed and updated on a regular basis. If you are thinking about transferring onto this course (into the second year for example), you should contact the programme leader for the relevant course information as modules may vary from those shown on this page.

Discover Uni

You might also like