What this programme is about
Marketing begins with a question: why would a particular customer choose this product, service or brand instead of another? The degree explores how organisations answer that through research, positioning, communication and customer experience.
You will usually study consumer behaviour, market research, branding, digital marketing, advertising and marketing strategy.
The programme combines creative communication with data and commercial decision-making.
Students may work on campaigns, analyse customer data, develop brand ideas and evaluate how different channels perform.
Marketing can lead into brand, digital, research, communications, sales and customer-experience roles.
Programme quality can vary, so look closely at the digital tools, industry projects, internships, analytics training and campaign work. You can also compare BSc Business Administration if you want a broader business degree.
Inside the curriculum
Skills you'll build
Where this can take you
What studying this programme is like
Consumer behaviour explores why people choose particular products and how social, psychological and cultural factors influence decisions.
Market research teaches how organisations gather evidence about customers, competitors and market opportunities.
Branding focuses on how products or organisations create a distinct identity and position themselves in the minds of customers.
Digital marketing may include social media, search, content, email and online advertising, often supported by analytics.
Marketing decisions increasingly depend on data as well as creativity, so students may learn to interpret campaign and customer metrics.
Strong programmes give students opportunities to work on real or realistic briefs, making practical project experience an important factor when comparing universities.
Is this likely to suit you?
Good fit if you...
- You are interested in customers, brands and markets.
- You enjoy both creative and analytical work.
- You like communication and campaign planning.
- You are comfortable using data to support decisions.
- You want a business career with strong commercial focus.
Think twice if you...
- You strongly dislike communication or creative work.
- You want to avoid data and analytics completely.
- You have little interest in customers or markets.
- You want a purely technical degree.