Marketing Management

Marketing management is the discipline of understanding markets and customers and using that understanding to design, communicate, and deliver products and services that create value. It covers the full scope of what organisations do to connect with their audiences, from market research and consumer insight through brand strategy, pricing, and product development to advertising, digital marketing, and sales. A degree in marketing management develops both the conceptual frameworks that help you understand why marketing works and the practical skills needed to plan and execute effective campaigns and strategies in a real commercial environment.

At University College Birmingham, marketing management is offered as a two-year full-time programme, which is an accelerated route to a full honours degree. This structure is designed for students who want to enter the workforce or continue to further study as efficiently as possible, covering the core content of a marketing degree in a more intensive format. You will study the fundamentals of marketing theory and practice, including consumer behaviour, market research methods, brand management, digital and social media marketing, content strategy, and marketing analytics.

Business context is integrated throughout, giving you an understanding of how marketing functions within the broader operation of organisations, and how it relates to finance, operations, and strategy.

Graduates from marketing management programmes enter a wide range of careers across the commercial sector. Marketing assistant, digital marketing executive, social media manager, brand executive, and marketing coordinator are common entry-level roles, with progression to marketing manager, head of marketing, and beyond as experience develops. Every sector employs marketers, from consumer goods and retail through financial services, technology, healthcare, the arts, and the public sector.

The practical and analytical skills developed in the degree are also valued in related fields including public relations, communications, and advertising. For those who want to develop their expertise further, postgraduate study in marketing, digital marketing, or business administration is available, and professional qualifications through the Chartered Institute of Marketing are open to graduates at this level.