Marketing (2017 Entry)

Course type: Dual Honours,
Entry requirements: Read more about entry requirements
Tuition fees: Read more about tuition fees
Duration and mode of study: 3 Years/ 4 years with placement, Full time/Sandwich
Location of study:Keele University main campus
Subject Area: Business and Management, Faculty of Humanities and Social Sciences

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Course Overview

You’ll explore the roles of individual and business consumers in society, and the impact of marketing on the culture of businesses, governments and more.

Marketing at Keele encourages you to think independently and to challenge assumptions made about marketing theory and practice. This means you’ll develop a more informed view about the impact of marketing on the economy, and on the interaction between marketing and culture. You’ll explore markets and consumers, their behaviours, and how to understand and communicate with them. We aim to develop your research skills and help you learn how to plan and implement successful marketing strategies. You’ll also develop an understanding of the application of marketing to not-for-profit organisations as well as commerce. There are opportunities to explore branding and digital marketing, which have very rapidly evolving skill requirements.

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Course content

Our Course Information Documents (CIDs) are designed to give you all of the details you need to make an informed decision about what and where to study.

Dual Honours and Major Minor Course Information Document (PDF)

Looking for a more complete list of modules? You can view the module list for 2017 entry on our Module Catalogue:

Module Catalogue

Dual Honours

Below is an indicative range of modules you could study as part of dual honours Marketing.

First year

Core modules:

  • Management in Context
  • Marketing Principles

Elective modules:

  • Accounting Principles
  • Markets and Hierarchies
  • Business Law
  • Financial Accounting
  • Introduction to International Business
  • Foundations of Human Resource Management
  • Resources Management Quantitative Methods

Second year

Core modules:

  • Understanding the Consumer
  • Marketing Research
  • Digital and Marketing Communications

Elective modules:

  • Services Marketing
  • Organisational behaviour
  • Marketing in Society

Third year

Core modules:

  • Strategic Marketing Management
  • Marketing and Globalisation

Elective modules:

  • Digital Marketing in Practice
  • Contemporary Retail Environments
  • Brands and Branding
  • Consuming Cultures
  • Current Ideas in Marketing
  • Independent Study Project (ISP) (Marketing Insights)

*These modules have a pre-requisite. See the Course Information Document for more details.

Skills and Careers

What will this mean for my future?

This course will provide you with a wide range of skills to take into business, the public sector or the not-for-profit sector. Many organisations recruit marketing graduates – not just commerce and industry but also the health services, local and central government, political parties, charities, educational institutions and more. From within this wide range of organisations, you might take up a role as a market researcher, media buyer, advertising executive, PR officer, journalist, management consultant, broadcast presenter or events designer.

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Codes and Combinations

Codes and Combinations

For overseas students who do not meet direct entry requirements, we offer the opportunity to take an intensive International Year One in Business and Management leading to second year degree entry.

Single Honours, Major and Foundation course information

Marketing with Foundation Year: N5L3 View Unistats for this course

Students who study their two Principal subjects in humanities and/or social science subjects will be awarded the degree of Bachelor of Arts (with Honours) (BA Hons).

All students who study a science Principal subject are candidates for the degree of Bachelor of Science (with Honours) (BSc Hons) irrespective of their second Principal subject.

can be combined with:

Full Unistats data is available at (opens new window)

Study abroad

Semester Abroad

For those taking a dual honours course it may be possible to choose an International Year as part of your degree resulting in a 4 year course.

On the Marketing Programme you have the opportunity to spend a semester abroad in your second year studying at one of Keele’s international partner universities. Exactly which countries are available depends on your choice of degree subjects. An indicative list of countries is on the website Partner Universities however this does not guarantee the availability of study in a specific country as this is subject to the university’s application process for studying abroad.

No additional tuition fees are payable for studying abroad but you do have to bear the costs of travelling to and from your destination university, accommodation, food and personal costs. Depending on the destination you are studying at additional costs may include visas, study permits, residence permits, and compulsory health checks. You should expect the total costs of studying abroad to be greater than if they study in the UK, information is made available from the Global Education Team throughout the process, as costs will vary depending on destination.


International Year

The International Year is an excellent opportunity for students to enhance their degree. Students are encouraged to add to their areas of study with complementary subjects. For example, a Law student may decide to do Politics or International Relations, a Criminology student might like to do Psychology, a Maths or Computer Science student might like to do Business Studies. Students are also encouraged to study a language. The International Year allows students to create their own bespoke degree, a bonus when looking for a job upon graduation. This year is recognized in the student’s degree as “XXX with International Year”. Currently, Keele students apply for the three year degree and then change to the International Year when they are accepted on the programme in their 2nd year at Keele.

Explore, go on an academic adventure; consider a research project or an internship. Discover countries with amazing culture and history. Travel, gain confidence in the wider world and gain a Global Perspective.

Visit the Global Education web pages for more information.

Work Placements

All our undergraduate programmes can be studied either over three years or for four years with a placement year between the second and final years.

You will be able to arrange your own placement, with support from a placement tutor, which will give you the freedom to choose when and where you undertake your placement and to have control over your potential living costs and travel expenses.

We will help you to prepare for your placement through specific modules including working on company projects, enterprise modules and professional practice modules. You will also receive support with preparing CVs, writing covering letters and receive guidance on how to find a placement.

Your academic tutor will be available to you via email, telephone or face-to-face contact throughout the placement.

For more information on work placements please click here

Davina Patel

Davina Patel

"Keele has given me opportunities, skills and experiences of a lifetime."

Business Management and Marketing Graduate, 2015