Marketing

Marketing is the discipline concerned with how organisations understand their customers and reach them effectively. It encompasses market research, consumer behaviour, brand strategy, digital marketing, advertising, communications, pricing and the management of customer relationships, and it sits at the intersection of data analysis, creative thinking and strategic management. As markets become more complex and competitive, the ability to identify opportunities, develop compelling communications and measure what is working becomes ever more central to organisational success.

This three-year full-time degree at Birmingham City University includes a sandwich year with a work placement, giving you substantial professional marketing experience as part of the programme. You will study the core theories and practices of marketing, including consumer psychology, brand management, digital marketing channels, market research methods, marketing strategy and the increasingly important role of data and analytics in understanding customer behaviour. The placement year places you in a professional environment where you apply your academic learning to real marketing challenges, building the portfolio and professional connections that graduate employment in marketing demands.

Marketing graduates work across every sector and type of organisation, since any organisation that needs to engage an audience, whether commercial, public sector or charitable, has marketing needs. Roles in brand management, digital marketing, content marketing, social media, market research, communications, public relations, advertising and account management are all relevant destinations. The combination of creative and analytical skills the degree develops makes marketing graduates versatile and competitive in a labour market that rewards people who can think clearly about audiences and communicate effectively with them.

Further study at postgraduate level in marketing, digital marketing or business is a natural progression for those seeking specialist expertise.