Marketing

Marketing is the discipline that connects organisations to the audiences they serve, asking how products and services are understood, communicated, and positioned in competitive markets. It draws on psychology, economics, data analysis, creative communication, and strategic planning to develop the capacity to build brands, design campaigns, reach customers, and evaluate the effectiveness of what an organisation does to attract and retain them. As digital platforms have multiplied and the tools for understanding consumer behaviour have become more powerful, marketing has evolved into a discipline that rewards both analytical rigour and creative intelligence.

At Birkbeck College, this part-time BSc is an innovative programme that provides both a grounding in established and emerging theories of marketing and a firm command of specialist areas within the discipline. You will develop cutting-edge knowledge of contemporary marketing theory and practice, including consumer behaviour, brand management, digital marketing, market research, and strategic communication. The programme also gives you a grounding in general business principles and core skills in business management, ensuring that your marketing knowledge is connected to the broader commercial context in which it is applied.

Birkbeck's part-time model means the degree is designed to be studied alongside work or other commitments, making it accessible to a wider range of students than a full-time programme.

Marketing graduates are sought across virtually every sector, since almost every organisation needs people who can understand and reach their audiences effectively. Marketing agencies, in-house marketing teams, digital and social media companies, advertising, public relations, e-commerce, and brand management are all common destinations. The business management foundation also opens doors in more general commercial and strategic roles.

Postgraduate study in marketing, digital marketing, or an MBA with a marketing specialism is available for those who wish to deepen their expertise or specialise in a particular area.