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

The BA (Hons) Marketing course is designed to equip students with the strategic, analytical, and creative capabilities required to thrive in a digitally driven and globally connected marketing landscape. The curriculum reflects the dynamic nature of marketing practice, embedding core elements of the marketing mix—such as product and service development and management, pricing strategies, distribution channels, service processes, and customer engagement—within a framework that supports both academic and professional growth. A strong emphasis is placed on the challenges and opportunities surrounding customer acquisition and retention, recognising these as critical drivers of sustainable business success. The course explores how marketing can lead and coordinate the development of customer-centric strategies, ensuring that organisations attract the right audiences and build lasting relationships through meaningful engagement, value creation, and continuous innovation.

The foundation year part of this course is developed under the School of Social Sciences and Professions for students who wish to enter Higher Education and may have non-traditional qualifications, lower UCAS points or are mature students. It exemplifies the university strategies of inclusive learning, widening participation, the aims of the ESJF and of serving our community, as the majority of our students are local. Students will explore a wide range of social science, business and current affairs themes, whilst also developing the academic and digital literacies that will be of benefit to them in the following three years of study. The curriculum is structured to be confidence building, varied and inclusive, and reflects the lived experiences of our cohort. They will begin to develop an identity related to their subject choice and career aspirations. In addition, they will work on becoming self-motivated, proactive students, taking responsibility for their own progress and learning. Teaching and learning is through interactive workshops, practising compassionate pedagogy, that enable students to form strong communities with each other and the teaching staff. Students will have access to varied materials on weblearn, and other learning resources and opportunities tailored to their subject. To support success, the programme runs an extensive ‘assessment care package’ that guides students at all stages through assessments. Each student will have a personal academic tutor and access to a success coach, as well as informal peer support.

Digital literacy is a central focus, with students developing the ability to use digital platforms and tools to communicate effectively, analyse market data, and deliver integrated marketing strategies. The course encourages students to explore how marketing decisions impact not only commercial outcomes but also customer experience and operational efficiency, with particular attention to the role of people and processes in delivering value.

Aligned with the standards of the Chartered Institute of Marketing (CIM), the course ensures relevance to current industry expectations and supports students in developing the competencies needed for professional accreditation. The curriculum draws on interdisciplinary areas including consumer and business market insight, strategic communication, business consultancy, and innovation, enabling students to understand and apply marketing principles across both B2B and B2C contexts, and within a variety of organisational and industry settings.

Structured across three levels of study, the course follows a modular format, with each module delivered over a 12-week teaching period. Learning is delivered through a blend of lectures, seminars, digital platforms such as WebLearn, and practical experiences such as group projects, industry visits, and optional placements. These opportunities allow students to apply their understanding of the marketing mix in real-world scenarios, enhancing their readiness for careers in brand management, digital marketing, market research, and related professional fields.

Assessment methods are varied and include digital marketing projects, software-based analysis, case studies, presentations, and independent research. In their final year, students complete an independent project, demonstrating their ability to conduct research, apply digital tools, and present strategic insights. Personal development planning is embedded throughout the course, encouraging students to reflect on their progress and build the skills required to navigate the evolving demands of the marketing profession.

The BA Marketing course equips students with a comprehensive understanding of marketing principles and practices, reflecting the dynamic interplay between offline and online environments. The course emphasises customer acquisition and retention across B2B and B2C contexts, positioning marketing as a key driver of customer-centric strategies that build long-term value and loyalty. 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, spanning both B2B and B2C environments. These include roles within fast-moving consumer goods (FMCG), where students may engage in supplier, distributor, and retail partnership strategies, as well as opportunities in the public sector, not-for-profit organisations, professional services, and entertainment industries—both in the UK and internationally.

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

Level 3:

Aims to explore a broad range of social science, business and current affairs issues. Learners reflect on the qualities needed to be a successful student in Higher Education and identify their own strengths and areas for development.

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. At level 4, students are also introduced to sector career planning and employability development, with a focus on transferable skills and reflective practice to support future professional growth.

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. At Level 5, students gain hands-on, practical experience through modules such as MN5W50 Creating a Winning Business MN5W55 Learning through Work and WL5W50 Empowering London: Working within the Community, enabling them to apply their knowledge in authentic, real-world business environments.

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. Prior to Level 6, students also have the opportunity to complete a one-year professional placement, gaining invaluable industry experience that enhances their readiness for advanced study and employment.

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 further enriched by a live project brief embedded within selected marketing modules, where students work on real employer-led projects, applying strategic thinking to authentic business scenarios. Through these facilitated projects, students will engage with 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 Including 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: Demonstrate confident leadership and decision-making capabilities in complex and high-pressure business environments, with an understanding of the strategic nuances between B2B and B2C market contexts.
LO2: Exhibit advanced communication skills that support effective collaboration across global and multicultural teams, tailored to the distinct demands of B2B and B2C stakeholder engagement.
LO3: Recognise and evaluate the social and environmental impact of business decisions, and actively contribute to the communities in which they live and work.
LO4: Apply creative thinking to real-world challenges, supported by strong analytical and organisational skills to deliver innovative and operationally sound solutions.
LO5: Demonstrate comprehensive knowledge of marketing strategies, tools, and operational processes to support effective and informed decision-making in dynamic market conditions, including both B2B and B2C environments.
LO6 : Understand and respond to evolving consumer behaviours in the context of service and product management, integrating principles of entrepreneurship, leadership, innovation, sustainability, governance, ethics, diversity, and globalisation, with application across both B2B and B2C markets.
LO7: Apply financial and budgetary knowledge, including the use of accounting and information systems, to support strategic marketing planning, control, and decision-making.
LO8 : Critically evaluate marketing, management, and human resource theories, and apply research and problem-solving skills to identify root causes and deliver evidence-based marketing solutions in both B2B and B2C contexts.
LO9: Develop flexible and culturally aware communication strategies that support global engagement, ethical decision-making, and active citizenship.
LO10: Translate creative ideas into practical and effective business solutions through the integration of analytical and organisational competencies.
LO11: Demonstrate proficiency in digital literacy tools and technologies relevant to marketing practice and research.

The QAA Benchmark statement for Business Management and Marketing March 2023

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.

Assessment and Industry Integration
At each level, selected assessments replicate professional tasks, ensuring students develop practical skills alongside academic knowledge. Examples include:

• Recruitment-focused activities such as CV and LinkedIn profile development, personal skills audits, and mock interviews, integrated into module assessments to prepare students for graduate roles.
• Live employer-led project briefs, delivered through partnerships and platforms such as Riipen, enabling students to apply strategic thinking to real business challenges.
• Enterprise-focused exercises that simulate entrepreneurial decision-making and innovation within marketing contexts.
• Guest speaker engagement, where talks from industry professionals are linked to reflective or subject-based assessments, reinforcing the connection between theory and practice.

The University initiative programme, Gateway to Success, underpins employability initiatives by helping students set career goals, build evidence of personal development, and demonstrate transferable skills. Through careers resources, practical exercises, interactive quizzes, and personalised support through workshops and one-to-one sessions, students earn points for completing activities across learning and careers areas. Achieving the required points by graduation signals strong engagement and commitment to professional growth, which is formally recognised on the degree transcript. This system encourages self-management, problem-solving, and proactive career planning while providing tangible evidence for CVs, applications, and interviews.

The assessment methods include:
• Coursework includes problem-based briefs and case studies across B2C and B2B contexts, such as integrated marketing campaigns, product development plans, and service innovation strategies.
• Examinations assess students’ ability to apply core marketing theories to scenarios including product lifecycle management, segmentation, and strategic planning across consumer and business markets.
• Oral presentations including individual and group presentations develop communication and business skills through tasks such as pitching B2B marketing proposals, launching new products, or presenting consumer-focused brand strategies. Essays and reports; used to enhance research, critical thinking, and academic writing through topics such as buyer behaviour, B2B relationship marketing, product innovation, and service design.
• Portfolio work: encourages progressive development of skills and reflection through artefacts such as digital content, product roadmaps, and marketing strategy evaluations for both B2C and B2B audiences.
• Individual research project/dissertation: to demonstrates subject specialism through independent research in areas such as new product development, B2B branding and service marketing strategies, or integrated communications planning, through the ability to work independently and draw conclusions based on a vast amount of primary and secondary data.
• Digital literacy development supports the use of digital tools for research, collaboration, and content creation, including campaign analytics, product data management, and ethical engagement with digital.

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.

At Level 5, students can choose from three alternative core 15-credit work-based learning modules:
• MN5W55 Learning Through Work - For those looking to gain experience from undertaking and reflecting on work-based projects related to your career interest.
• MN5W50 Creating a Winning Business - Ideal for those seeking to understand how entrepreneurial knowledge can benefit those seeking employment or for those interested in how to be self-employed. Includes a short work-based project
• WL5W50 Empowering London: Working within the Community - For students interested in how societal issues affect London, including gaining work experience supporting a charity or community organisations.
Students can also apply for the option to extend their degree by completing a full Year in Industry module (MN6W04) after successfully finishing Level 5. This provides in-depth, real-world experience, professional-level skills development, and opportunities to build networks, helping graduates stand out in a competitive job market.
The course has a considerable tangible Alumni network and is visible on online platforms such as: Facebook and LinkedIn. BA Marketing students could 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.

Modules are required to be taken as indicated in section 22 above. Where a student is taking no more than 90 credits in an academic year within the maximum permissible time limit, they may be designated as Part Time.

Courses shall conform to both framework and University Academic Regulations. This section should be used:
● where a change to a course specific regulation has been requested and formally approved by the University.
● where requests have been made for PSRB accreditation purposes and not be purely determined by the course team.

Modules are required to be taken as indicated in the course structure

Reflective learning is integrated throughout the course curriculum. Students are introduced to this concept at Levels 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 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. Employability is embedded throughout the BA (Hons) Marketing degree, with structured activities at every level to prepare students for professional success. Each level integrates career-focused tasks within assessments, such as CV and LinkedIn profile development, personal skills analysis, and mock interviews. Students also engage with live employer-led project briefs, enterprise-focused exercises, and guest speaker sessions linked to reflective or subject-based assessments. These experiences ensure graduates leave with practical skills, industry insight, and confidence to thrive in diverse marketing roles. In addition to work-based modules, students can opt for a one-year placement through the MN6W04 Work Placement module, gaining substantial industry experience that strengthens career prospects. The University’s Careers and Employability team provides tailored guidance to help students secure roles aligned with their ambitions. Level 6 learning is further enhanced through live employer-led project briefs embedded in selected modules, enabling students to apply strategic thinking to real business challenges and develop the confidence to operate in professional environments.

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.

Students who study this BA Marketing degree can pursue a wide range of career opportunities by specialising in areas such as market research, strategic planning, brand development, or consultancy. These roles may be situated within different types of marketing—such as consumer-focused or business-to-business (B2B)—and across diverse sectors including FMCG (where B2B roles involve supplier, distributor, and trade marketing functions), financial services, public sector, not-for-profit, and entertainment industries. The BA Marketing degree may qualify undergraduates for Student Membership of the chartered Institute of Marketing (CIM). Employability is embedded 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)