Study marketing alongside management and 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.
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 trends such as behavioural science and digital marketing together 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 also have the option to complete the course in three years, 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.
Creative Strategy covers theoretical and practical perspective of advertising creativity and 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.
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.
In recent years, optional modules have included:
Information Systems
Operations Management
Applied Brand Strategy
Entrepreneurship
Digital Marketing: Tools and Techniques
Innovation Management
Marketing in Creative Industries.
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 OR Behavioural Science Marketing Project OR Strategic Marketing Project*
In recent years, optional modules have included:
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.
*Subject to validation
Placement
You may be able to take a work placement. Find out more.
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, Behavioural Science Project, or Strategic Marketing Project* as their graduate projects.
*Subject to validation
Entry requirements
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.
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.
In addition to satisfying the University’s general entry requirements, please note:
We also consider other level 3 qualifications, including T-levels.
We welcome applications from those with other qualifications equivalent to our standard entry requirements and from mature students with non-standard qualifications, please email us for more information.
Applicants for whom English is not their first language will be required to offer IELTS of 6.5 (no component under 6.0); or the University approved equivalent. We also require proof of English Language proficiency for students from the European Union.
We are willing to consider applications for deferred entry from those who have well- structured plans for work or travel, for example. We may, however, need to restrict the number of deferred entry offers we make because we have to be careful not to fill too many of next year’s places in advance. However, if you do apply for a deferred place and are unsuccessful, you are welcome to reapply the following year.
You are welcome to apply if you are taking resits; we do not make higher offers to students who declare resits.
If you do not satisfy our general entry requirements, the Foundation Programme offers multidisciplinary degrees to prepare you for a range of specified degree courses.
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 and are expected to rise throughout the programme of study. The fee listed above is for the first year of the course only; fees for subsequent years will be confirmed not less than 3 months before the start of the academic year to which the increase is intended to apply and will be published on the Finance webpages.
In deciding the annual level of increase the University will take into account inflationary pressures on the costs of delivery. Tuition fees will rise annually by up to the higher of;
6%, or,
the latest annual percentage increase in the Consumer Prices Index.
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 2020-21:
95% are in paid employment or further study 15 months after graduation across all our programmes
Of those in employment:
95% are in high skilled employment
With an average salary of £35,900.
(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)
Department information
Management and Marketing
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 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.
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.
Apply
Find out more:
Use the UCAS code below when applying:
Apply
N510
The Universities and Colleges Admissions Service (UCAS) handles applications for all undergraduate courses.
/prod01/channel_3/business/media/durham-university/study/individual-course-and-cta-images/Undergraduate-Prospectus.png)
/prod01/channel_3/business/media/durham-university/study/individual-course-and-cta-images/Undergraduate-Scholarships.png)
/prod01/channel_3/business/media/durham-university/study/individual-course-and-cta-images/Undergraduate-Meet-Students.png)
/prod01/channel_3/business/media/durham-university-business-school/study/individual-course-and-cta-images/N201.png)
/prod01/channel_3/business/media/durham-university-business-school/study/individual-course-and-cta-images/N203.png)
/prod01/channel_3/business/media/durham-university-business-school/study/individual-course-and-cta-images/N207.png)
/prod01/channel_3/business/media/durham-university-business-school/study/individual-course-and-cta-images/N509.png)
/prod01/channel_3/business/media/durham-university-business-school/study/individual-course-and-cta-images/N511.png)