UDMRKTFY - BA (Hons) Marketing (including foundation year)

The BA (Hons) Marketing including foundation year course is designed to equip students with the knowledge and skills required to succeed in a digitally driven and globally connected marketing landscape. With the rapid advancement of digital technologies, the course places strong emphasis on developing students’ digital literacy and their ability to utilise digital platforms for effective marketing communication and strategy.

The course is closely aligned with the Chartered Institute of Marketing (CIM)—the world’s leading professional body for marketers—ensuring that the curriculum reflects current industry standards and expectations. Students have the opportunity to become CIM studying members, gaining access to a wide range of professional resources, networking opportunities, and career development support that enhance their employability and industry readiness.

The curriculum reflects the interdisciplinary nature of marketing, drawing on a wide range of subject areas including data analysis, organisational behaviour, business consultancy, communication strategy, consumer insight, and innovation management. Structured across three levels of study, the course follows a modular format, with each module delivered over a 12-week teaching period. It includes a combination of core and optional modules and supports a blended learning approach. Students engage with a variety of teaching methods, including lectures, seminars, and digital learning platforms such as WebLearn to facilitate the Guildhall School of Business & Law’s blended learning strategy.

The course encourages the use of digital communication tools, data analytics software, and content creation platforms to simulate real-world marketing scenarios. Learning is further enriched through group projects, individual assignments, industry visits, and optional work placements. These experiences help students apply their digital marketing knowledge in practical contexts and explore a range of career opportunities. Students may undertake a one-semester or one-year work placement to gain valuable industry experience and apply their digital skills in professional settings.

Assessment methods are varied and include digital marketing projects, software-based analysis, case studies, presentations, and online activities. In their final year, students complete an independent project, demonstrating their ability to conduct research, apply digital tools, and present strategic insights. Throughout the course, students are encouraged to engage in personal development planning (PDP), enabling them to reflect on their learning journey, set goals, and track their progress in acquiring both academic and digital competencies essential for modern marketing careers.

The BA Marketing (including foundation year) course is designed to provide students with a strong conceptual and practical foundation in both traditional and digital marketing. It explores and challenges contemporary and emerging concepts across areas such as strategic marketing planning, digital marketing, brand management, customer relationship management, marketing analytics, and innovation. The course seeks to prepare students for a wide variety of career pathways within the marketing profession, across sectors such as fast-moving consumer goods (FMCG), public sector, not-for-profit organisations, and entertainment—both in the UK and internationally.

The degree is organised into four levels with specific aims, as follows:

Level 3
Foundation year.

Level 4 aims to introduce students to the fundamentals of marketing and business through a blend of theoretical learning and practical application. The emphasis is on developing core academic skills, effective communication, and team collaboration. Students begin to build confidence in using marketing language, interpreting data, and understanding organisational behaviour. Assessments at this level are designed to support learning and include presentations, written assignments, and group projects, helping students to apply knowledge in real-world contexts while developing essential study and workplace skills.

Level 5 Aims to deepen students’ understanding of marketing practice and enhancing their ability to apply knowledge critically and creatively. Students develop analytical thinking, problem-solving, and research skills, with increasing exposure to real-world marketing challenges. The curriculum encourages independent learning and collaboration through case studies, consultancy-style projects, and research-based tasks. Assessments are varied and may include campaign planning, digital content creation, and market research reports, preparing students for the dynamic demands of the marketing profession.

Level 6 Aims to develop and test students’ strategic thinking while demonstrating their ability to work independently and professionally in a digitally connected world. The focus is on cultivating critical judgement, strategic planning, and marketing leadership skills through a global and ethical lens. Students undertake substantial independent work, such as a dissertation or consultancy project, allowing them to apply their learning to real-world challenges.

A key feature of this level is the exploration of digital strategy and engagement, particularly through the Strategies in Online Communities module, where students examine how brands build and sustain relationships in virtual environments. Learning is enriched through strategic simulations, digital portfolio development, and interactive presentations, all designed to reflect the realities of modern marketing practice. This final stage prepares students for graduate employment or further study by equipping them with the ability to think holistically, lead with innovation, and communicate effectively across both traditional and digital platforms. In accordance with the QAA benchmark statements for business and management programmes, the course team have structured the course to ensure its comprehensive coverage of the study of organisations, their management, and the evolving external environments in which they operate.

The University learning outcome that cuts across the entirety of the London Metropolitan University provision, and thus, the BA (Hons) Marketing with foundation year is:

On completion of this course, students will be able to: demonstrate confidence, resilience, ambition and creativity and will act as inclusive, collaborative and socially responsible professionals in their discipline (ULO)

Thus, upon graduating with an honour’s degree in Marketing, students will be able to:

LO1: Have the confidence needed to take leadership decisions in challenging situations (LO1)
LO2: Possess the necessary communication skills that will help them adopt a global and multicultural
perspective in their professional context (LO2)
LO3: Be cognisant of the effects of the social and environmental of their decisions and will remain active citizens of the places they live and work (LO3).
LO4: Demonstrate the application of creative thinking skills to practical problems, and possess the analytical and organizational skills to translate creative ideas to operational solutions (LO4)
LO5: Show knowledge and understanding of marketing plans, tactics and tools and operational processes allowing for effective decision-making against different influences.
LO6: Understand the structure & the changing nature of the consumer in the management of service /product offering in planning targeted marketing in areas including entrepreneurship, leadership, innovation, sustainability, governance, ethics, diversity and globalisation
LO7: Demonstrate knowledge and understanding sources, uses and management of finance, budgets the use of accounting and other information systems for marketing planning, control, decision making and managing financials
LO8: Analyse and critically evaluate theoretical perspectives of marketing, management and human resources, and develop critical thinking, problem-solving, within the context of circumstances to determine the cause of a problem, & solutions through research skills and identifying and selecting appropriate marketing outputs.
LO9: Develop adaptable communication skills that enable them to operate with a global and multicultural outlook in professional settings, remain aware of the social and environmental implications of their decisions, and continue to engage as responsible and active citizens within the communities in which they live and work
LO10: Apply creative thinking to practical challenges, while demonstrating the analytical and organisational capabilities required to transform innovative ideas into effective operational outcomes.
LO11: Possess the necessary digital Literacy skills appropriate for marketing & research outputs

The QAA Benchmark statement for Business and Management (Mar 2023)

https://www.qaa.ac.uk/docs/qaa/sbs/sbs-business-and-management-23.pdf?sfvrsn=8370a881_10

The BA Marketing course uses a wide variety of assessment methods to test students’ knowledge and abilities. These assessment methods have been mapped to ensure that they are evenly spread and allow the student to perform at their best in achieving the course learning outcomes

Students are encouraged to engage in a dialogue through feed forward activities with staff on assessments. The aim is to encourage engagement support & constructive guidance from academic staff. This is also to facilitate and to ensure that assessment have an effective developmental impact on student learning and allow the student to reflect on their learning.

The assessment methods include:

· Coursework including problem-based communications briefs and case studies are used to help enhance students’ analytical and prescriptive skills.
· Examinations are used to facilitate learning and integration of knowledge.
· Oral presentations, including individual and group based, are used to enhance key marketing and business skills such as interpersonal, team, time management and communication skills
· Essays and report writing; these tools are used to enhance and demonstrate students’ research skills, critical as well as business & academic writing skills.
· Portfolio work; portfolios are used to encourage progressive building of evidence of competence and skills and to facilitate personal reflection on learning.
· Individual research project/dissertation; this demonstrates students’ specialist subject knowledge, their in-depth understanding of a marketing research area, their ability to work independently and draw conclusions based on a vast amount of primary and secondary data.
· Students are supported in developing digital literacy skills, including: navigating and evaluating digital information sources; using digital tools for collaboration, communication, and content creation; understanding digital ethics, privacy, and online professionalism; and engaging critically with digital media and platforms

Education for Social Justice Framework Integration
· In alignment with the (ESJF, assessments are structured to allow students to draw upon their own cultural, social, and personal experiences. This supports the development of student identity and encourages critical self-reflection, fostering a deeper connection between academic content and real-world contexts.
· A variety of assessment formats are offered to accommodate different learning styles, strengths, and backgrounds. This includes creative outputs (e.g., podcasts, visual storytelling, campaign design), reflective journals, and community-based projects, ensuring that students can demonstrate learning in ways that are meaningful to them.
· Reflective components are embedded across assessments to encourage students to examine their own positionality, perspectives, and critical thinking.
· Students are encouraged to explore topics that align with social justice themes, such as representation in media, inclusive marketing strategies, or ethical communication practices. This allows for deeper engagement with issues that matter to them and society. · Feedback is used not only to improve academic performance but also to support students’ confidence, voice, and agency.

The BA (Hons) Marketing including foundation year degree students will be given extensive advice on how to undertake work experience. Work-based modules are offered at both levels 5 and 6 of the programme. The course has a considerable tangible Alumni network and is visible on online platforms such as: Facebook and LinkedIn. BA Marketing students have the opportunity to interact and work with graduates and practitioners and to be mentored by them. In addition, via the Erasmus programme or other international exchange programmes, if desired, students will have the opportunity to study abroad

Marketing professionals and industry experts will be invited as guest speakers during direct learning time when and as appropriate throughout the three years of the programme. External experts will be invited into the university to deliver workshops for students with focus on employability issues or other areas of their expertise. Students will be given the opportunity to take part in the CIM Pitch competition based on a real life marketing challenge.

There are no specified part-time structures for this course. Students on a part-time mode of study are required to take between 30 and 90 credits per academic year to complete the degree programme within the maximum time length allowed (8 years for a four-year course).

Programme planning is therefore agreed between the student and course team, in accordance with regulations on progression and completion.

Course shall conform to both framework and University Academic Regulations.

CertHE Marketing: 120 credits at Level 4 (including foundation year)

DipHE Marketing: 240 credits at Level 5 (including foundation year)

BA (unclassified) Marketing: 300 credits at Level 6 (excluding Project/Dissertation) (including foundation year)

BA (Honours) Marketing: 480 credits at Level 6 (including Project/Dissertation) and including foundation year)

Reflective learning is integrated throughout the course curriculum. Students are introduced to this concept at Levels 3, 4, 5, and 6, where they have opportunities to engage with and refine the skills needed to become effective reflective practitioners. Both reflective learning and personal development planning play a vital role in supporting students’ academic progress and career readiness. These elements are embedded in both formative and summative assessments across the curriculum, with formative feedback available to help students strengthen this essential skill. Academic Tutors also provide guidance throughout this process. Over the duration of the degree, students are encouraged to develop their personal growth by reflecting on their evolving skills and knowledge. All the BA (Hons), Marketing including foundation year core modules contribute to this personal development planning through the engagement of students reflecting on own performance and future performance.

QAA Frameworks for
Higher Education Qualifications (FHEQ) (2014)

The course places a strong emphasis on students’ employability and the development of marketing skills takes place through a continuous process of self-development embedded in all core modules. There is an underlying philosophy of linking the acquisition of knowledge to real business/marketing situations and providing as much as real marketing experience as possible. Students are placed in the best possible position after graduation to pursue rewarding and successful careers in different areas of marketing. Graduates from our previous BA Marketing degree course have gone onto work in large organisations as part of a graduate training programme. Some graduates prefer to work in smaller organisations where they gain a broad appreciation of marketing ahead of specialising a little later in their careers.

For students who study this BA Marketing degree there are career opportunities can be developed by specialising in a marketing function such as research, communications, brand management; or in a type of marketing, such as product, service, consumer or business to business (B2B); or within a sector, such as fast-moving consumer goods (FMCG), financial services, public, not for profit or entertainment. The BA Marketing degree may qualify undergraduates for Student Membership of the chartered Institute of Marketing (CIM). Employability is embed in the course through a core employability module and students are given the opportunity to take additional employability modules to gain credit on work experience.

Students who successfully complete this undergraduate programme and wish to continue postgraduate studies have the opportunity to join our MA Marketing degree.

This marketing degree will allow you to work in a range of sectors, in areas such as:

• brand marketing
• market research
• digital marketing
• b2b marketing
• product marketing.

In addition to the University's standard entry requirements, you should have:

• at least one A level (or a minimum of 32 UCAS points from an equivalent Level 3 qualification, eg BTEC Subsidiary/National/BTEC Extended Diploma)
• English Language GCSE at grade C/4 or above (or equivalent)