- Learn from staff with extensive industry and research experience as you engage with applied course content
- Study specialist marketing modules in the key areas of research, consumer behaviour, integrated communications, management, branding, ethics and digital
- Practical and applied assessment provide means to apply module knowledge
- Gain vital networking and skill development on a year-long work placement, part-time work placement or our volunteering module
- Our graduates take up careers within a range of local, national and global organisations, while some start their own businesses
How do you make a product or service stand out in a global economy where consumers have more choice than ever? Sophisticated marketing is at the heart of any successful business. Our programme equips you with the digital, analytical and creative skills to succeed in this dynamic and competitive industry within diverse sectors, roles and career paths.
Our three-year Marketing course gives you a critical understanding of the subject within different business contexts coupled with the problem-defining skills to help you interpret and translate data to inform marketing decisions. The marketing modules you cover, from strategic brand management to understanding consumer behaviour, are highly relevant to real-life practice. Our staff bring an extensive range of professional and research interests to the programme ensuring it is full of stimulating and relevant content.
The aim of the first year is to provide you with the business acumen required to be an effective marketing specialist within any organisation. You are introduced to the principles underlying marketing and learn how to identify and develop key marketing skills.
The second year provides you with opportunities to hone your marketing management capabilities. During this level of study, emphasis is placed on developing a critical understanding of consumer behaviour and stakeholder needs in order to create viable marketing opportunities.
The final year is strategic in nature allowing you to further develop critical thinking skills. You consider the complexities and ethical implications of marketing, exploring the relationship between culture and marketing and marketing and society.
Your final Extended Independent Study is all about building confidence and marketing expertise. It can take the form of a dissertation, work experience or research into management issues.
Over three years, you develop a range of skills such as critical analysis, creative thinking, problem-solving, team-working, and effective communication to engage customers and clients through good marketing practice.
Career options are as diverse and broad as the course itself – your biggest challenge is deciding which area to go into. Potential roles include sales, brand management, business development, market research, communications and customer liaison.
Our graduates go onto work in a variety of different organisations, from small and medium-sized enterprises to large multinational corporations, and in private, public and charitable sectors.
There is demand for marketing graduates across a broad spectrum of roles in a variety of different organisations, from small and medium-sized enterprises to large multinational corporations.
The University of Winchester ranks in the top 10 in the UK for graduates in employment or further study according to the Graduate Outcomes Survey 2021, HESA.
Pre-approved for a Masters
University of Winchester students studying Bachelor Honours degrees are pre-approved to start a Masters degree at Winchester. To be eligible students must apply by the end of March in their final year and meet the entry requirements of their chosen Masters degree.
ABOUT THIS COURSE
Suitable for applicants from:
UK, EU, World
Students may choose to spend a year on work placement before moving on to the final year of study (4 years full-time placement). There is also an optional part-time work experience module in Year 3.
Our BA (Hons) Marketing course provides an opportunity for you to study abroad in the United States of America (USA) and Europe and Erasmus.
For more information see our Study Abroad section.
Learning and teaching
Our aim is to shape 'confident learners' by enabling you to develop the skills needed to excel in your studies here and as well as onto further studies or the employment market.
You are taught primarily through a combination of lectures and seminars, allowing opportunities to discuss and develop your understanding of topics covered in lectures in smaller groups.
In addition to the formally scheduled contact time such as lectures and seminars etc.), you are encouraged to access academic support from staff within the course team, your personal tutor and the wide range of services available to you within the University.
Over the duration of your course, you will be expected to develop independent and critical learning, progressively building confidence and expertise through independent and collaborative research, problem-solving and analysis with the support of staff. You take responsibility for your own learning and are encouraged to make use of the wide range of available learning resources available.
Your overall workload consists of class contact hours, independent learning and assessment activity.
While your actual contact hours may depend on the optional modules you select, the following information gives an indication of how much time you will need to allocate to different activities at each level of the course.
Year 1 (Level 4): Timetabled teaching and learning activity*
- Teaching, learning and assessment: 288 hours
- Independent learning: 912 hours
Year 2 (Level 5): Timetabled teaching and learning activity*
- Teaching, learning and assessment: 240 hours
- Independent learning: 960 hours
Year 3 (Level 6): Timetabled teaching and learning activity*
- Teaching, learning and assessment: 168 hours
- Independent learning: 1032 hours
- Placement: 0 hours
*Please note these are indicative hours for the course.
Taught elements of the course take place on campus in Winchester
All class based teaching takes places between 9am – 6pm, Monday to Friday during term time. Wednesday afternoons are kept free from timetabled teaching for personal study time and for sports clubs and societies to train, meet and play matches. There may be some occasional learning opportunities (for example, an evening guest lecturer or performance) that take places outside of these hours for which you will be given forewarning.
Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.
We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.
Percentage of the course assessed by coursework
The assessment balance between examination and coursework depends to some extent on the optional modules you choose. The approximate percentage of the course assessed by different assessment modes is as follows:
Year 1 (Level 4)*:
- 87% coursework
- 13% written exams
- 0% practical exams
Year 2 (Level 5)*:
- 75% coursework
- 0% written exams
- 25% practical exams
Year 3 (Level 6)*:
- 87% coursework
- 0% written exams
- 13% practical exams
*Please note these are indicative percentages and modes for the programme.
We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.
For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures
2022 Entry: 112-120 UCAS tariff points
Our offers are typically made using UCAS tariff points to allow you to include a range of level 3 qualifications and as a guide, the requirements for this course are equivalent to:
- A-Levels: BBC-BBB from 3 A Levels or equivalent grade combinations (e.g. BBB is comparable to ABC in terms of tariff points)
- BTEC/CTEC: DMM from BTEC or Cambridge Technical (CTEC) qualifications
- International Baccalaureate: To include a minimum of 2 Higher Level certificates at grade H4
- T Level: Merit in a T Level
In addition to the above, we accept tariff points achieved for many other qualifications, such as the Access to Higher Education Diploma, Scottish Highers, UAL Diploma/Extended Diploma and WJEC Applied Certificate/Diploma, to name a few. We also accept tariff points from smaller level 3 qualifications, up to a maximum of 32, from qualifications like the Extended Project (EP/EPQ), music or dance qualifications. To find out more about UCAS tariff points, including what your qualifications are worth, please visit UCAS.
For 2022 entry, in addition to level 3 study, the following GCSEs are required:
- English Language at grade 4 or C, or higher. Functional Skills at level 2 is accepted as an alternative, however Key Skills qualifications are not. If you hold another qualification, please get in touch and we will advise further.
From 2023 entry, in addition to level 3 study, the following GCSEs are required:
- GCSEs in Mathematics and English Language at grade 4 or C, or higher. Functional Skills at level 2 is accepted as an alternative, however Key Skills qualifications are not. If you hold another qualification, please get in touch and we will advise further.
If English is not your first language, a formal English language test will most likely be required and you will need to achieve the following:
- IELTS Academic at 5.5 overall with a minimum of 5.5 in all four components (for year 1 entry)
- We also accept other English language qualifications, such as IELTS Indicator, Pearson PTE Academic, Cambridge C1 Advanced and TOEFL iBT.
If you will be over the age of 21 years of age at the beginning of your undergraduate study, you will be considered as a mature student. This means our offer may be different and any work or life experiences you have will be considered together with any qualifications you hold. UCAS have further information about studying as a mature student on their website which may be of interest.
Course Enquiries and Applications
Telephone: +44 (0) 1962 827234
International students seeking additional information about this programme can send an email to International@winchester.ac.uk or call +44 (0)1962 827023
Explore our campus and find out more about studying at Winchester by coming to one of our Open Days
Year 1 (Level 4)
|Academic and Professional Skills||15|
Whatever a student’s future business career, there are certain basic professional skills and expertise that are required in the workplace. This module provides opportunities to acquire and apply essential skills for academic success, while also developing ‘soft skills’ that are a prerequisite for a successful career. Students will practice, and build confidence in wide ranging skills, as part of their transition into higher education.
This module will help students develop basic research skills as part of individual work on a topic of their choice. They will also enhance their communication and negotiation skills; and increase awareness of the importance of evidence-based thinking and reflective practice.
|Digital Business and Emerging Technologies||15|
The emergence of the digital economy has unlocked new opportunities for businesses, whilst creating new modes of competition in both traditional and new sectors of the economy. The aim of this module is to impart an understanding of digital business together with the practices and processes required to develop effective digital strategies. Identifying multiple technologies for integration into business, juxtaposed with the development of new digital strategies is central to corporate success, however, this is often a complex task. This module provides insight into the emergence of digital business, key concepts, technologies, and strategic organisation to develop a multidisciplinary appreciation of how new technologies can directly shape businesses and processes.
|Introduction to Event Operations||15|
This module will begin to equip students with the practical skills and knowledge needed to deliver safe and successful events, alongside understanding how it ensure the safety and well-being of its attendees. The module will explore the creative process of designing events, staging, audio-visual equipment and event production techniques. Students will explore international approaches to event design and they will begin to identify common event hazards and UK legislation; which affects a variety of planned events. Risk management methods, health and safety directives and sustainability guidelines will be investigated so that students begin to develop the skills and knowledge required to deliver live events.
This module develops a practical understanding of the design and production principles of digital publishing. Students will apply the principles of design layout, interactivity and images for online and traditional publications. Students will learn the basic toolsets of relevant software from the Adobe Creative Suite. Technical support will be provided, and students will be expected to practice skills as guided independent study in order to create outputs for both the formative and summative assessments. Students will consider UN Sustainable Development Goal 12: Responsible Consumption and Production in terms of the broader issues concerning the sourcing and processing of materials and printed outputs.
This module develops the core skills that will enable students to secure a fulfilling, enjoyable and challenging graduate career. By establishing and pursuing a personal development plan, students develop self-awareness, communication skills, team work, management skills, results orientation, stress management, personal responsibility, coaching and feedback skills. Whilst there will be a focus on constructing outstanding CVs and professional LinkedIn profiles, much of the module will instil self-awareness through peer coaching and peer feedback whilst stressing the vital importance of taking responsibility for one’s own career. Students will be able to plan and develop career goals based on a clearer idea of preferred career options and an understanding of what they need to do to achieve these goals.
|Practical Finance for Business||15|
This module equips non-accounting students with the basic financial skills they will need to progress through their management-related degree studies. Students will learn the fundamental processes behind the production of historic financial information, allowing them to conduct analysis of financial statements. Additionally, students will develop knowledge of cost behaviours and forecasting, allowing them to make decisions such as how to price their product. The module allows students to bring together their financial skills by preparing extracts from a business plan as part of an application for finance. Emphasis will be placed on practical skills relevant to entrepreneurs and small business owners.
This module provides an introduction to the concepts, theories and practices of marketing. The meaning and scope of modern marketing will be discussed in depth; considering its role as both a management philosophy and a business function. Traditional marketing concepts such as the marketing mix will be explored, examining the need to create synergy between marketing mix components and the wants and needs of the market place. Students will be encouraged to develop critical marketing perspective considering the impact marketing has on the economy, society and the environment.
This module introduces content marketing, examining how contemporary brands create and use content to strengthening audience understanding of mission and values, and commercial offerings via cross channel promotion. Students will be introduced to methods of content strategy planning in alignment with brand objectives and audience profile. Methods and techniques for developing written, video and visual content will be explored alongside techniques for search engine optimisation, content scheduling and measurement/analysis. Issues of responsible consumption and production will be considered in relation to content marketing.
Year 2 (Level 5)
|Introduction to Marketing Research||15|
This module aims to provide a foundation for students to develop their understanding of marketing research methods for academic and professional purposes. Students will explore a number of areas of marketing research including; the use of both primary and secondary data; an introduction to quantitative and qualitative research; and creating research samples. In addition, students will develop an appreciation of ethical implications of the research process to facilitate responsible research practice. The module provides an introduction to the market research industry and relates research skills learned in the module to real-life application in business.
|Marketing Research in Practice||15|
This module aims to provide students with an understanding of the techniques used within marketing research through an applied and practical approach. Students will learn about some of the most common approaches of data collection in the form of questionnaires, interviews and focus groups etc. The module will cover how these marketing research instruments are designed and distributed. In addition to this, students will learn how to analyse the data that results from these research instruments. Through this module students will develop several research skills further aiding their academic ability and employability.
This module explores contemporary consumer behaviour theory and examines its application and relevance within marketing management, decision-making and societal contexts. The module is designed to help students understand the factors that influence consumer behaviour and will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences, evolving through an exploration of the contributions from; economics, psychology, sociology and cultural anthropology that reveal the motivations underlying consumer behaviour.
This module is designed to give students a critical appreciation of the strategic and operational issues underpinning the implementation of responsible relationship marketing strategies. Students develop a critical appreciation of techniques that build, maintain and sustain effective relationships with a variety of different stakeholders. During this module students critically evaluate the appropriateness and ethics of relationship strategies considering how relationships can be managed to add value to customers and organisations. Students will also consider the limitations of a relationship approach and as applied in a variety of contexts via extensive use of mini-cases to embed the theory in practice.
|Integrated Marketing Communications||15|
This module considers both the theoretical and practical aspects of integrated marketing communications. Theories of communication influence are explored, with emphasis on how the communication tools (advertising, personal selling, public relations, sales promotion, direct marketing and digital marketing) can be synthesized to enable the delivery of consistent brand messages across multiple marketing channels. Students will be encouraged to identify the salient characteristics of target audiences to facilitate the utilisation of relevant communication tools in order to amplify vital marketing messages.
This inspiring module allows students to demonstrate an advanced understanding of identity and design principles via the deconstruction and creation of a fresh brand identity. Brand aesthetics and semiotics play an important part in creating identity and image within a social and cultural context. Students explore theories and practices relating to brand design as an emotive tool and change agent and are then able to gain hands-on experience in reimagining a brand. Commercial aspects of brand: identity, personality and value are explored via the interpretation and realisation of a creative brief, gaining a practical appreciation of how to manage the creative design process. Finally, there will be discussion and analysis of considerations on the contribution of brand identity design to sustainability and consumer lifestyles, as outlined in UN Sustainability Goal 12.
This module will concentrate on contemporary marketing theories, concepts and techniques relevant for understanding and contextualising marketing management in modern organisations. Students will develop an ability to appraise theoretical perspectives of marketing management and their application to multiple organisational contexts. The module will provide an overview of the analytical marketing principles relating to: marketplace understanding (market and competitor analysis techniques); designing market-driven strategy (market development, managing innovation) and marketing management decisions relating to brand management and internationalising. The module’s analytical and applied emphasis will prepare students for further study of this discipline at a strategic level.
Year 3 (Level 6)
|Part-Time Work Placement*||30|
The Part-time Work Placement module requires students to work in partnership with host organisations in the private or public sectors with an interest in educating students for the demands of the complex world of work. Students undertake a skills audit before being accepted on to the scheme and will only be considered for this module if they have an attendance record in year two of at least 80%. The outcomes from this, and the availability of appropriate placement and academic supervisors, will determine whether students can proceed with this module. Decisions on suitability will rest with the Programme Leader. Students will be involved in the tracking of employability skills and in personal development planning. The placement will require students to spend 30 full working days in the placement organisation.
*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement
This module provides the opportunity for students to research an area of particular interest to them that is relevant to their studies. For students undertaking a year-long work placement the dissertation may be set in the context of the host organisation. The module contributes to the continued professional and academic development of students in the application of research knowledge and skills acquired throughout their programme. As students are required to manage the research project, the dissertation provides a vehicle for them to demonstrate the extent to which they have managed the transition from tutor-led to student-centred learning.
*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement
|Researching Contemporary Issues in Management*||30|
This module aims to develop students’ ability to critically evaluate approaches to research and data analysis relating to contemporary management issues faced by organisations operating in a global and diverse context. Students will have the opportunity to select research and critically assess a range of contemporary management issues in depth. Enquiry-based learning methods will be used to explore the nature and implications of these issues with emphasis placed upon how managers can contribute to the effective management of these issues in practice.
*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement
This module will explore a range of ethical issues in marketing theory and practice. Specifically, the module will examine issues concerning the ethics of markets and marketing, ethical marketing and decision-making, ethical consumption and the ethics of consumption, power relationships between producers and consumers, as well as ethical philosophy and frameworks that facilitate the analysis of ethical issues in marketing. The aim of the module is to enable students to recognise and reflect upon complex ethical problems with a view to enhancing their analytical and decision-making skills within a collaborative and non-judgmental learning environment.
|Strategic Brand Management||15|
This module takes a strategic approach to branding management. It considers a broad range of tools, techniques and theories that help build equity and drive brand performance. The module is broadly structured around four main areas; i) the constituent parts of a brand and how these individually and collectively add value to an organisation and thereby represent a competitive advantage; ii) diagnosing the health of a brand by considering its positioning in the market, relative to the competition, and evaluating the performance of the brand through brand metrics that encapsulate various dimensions of the brand iii) managing brand portfolios and assessing alternative brand leveraging strategies and finally iv) how brand custodians can pursue commercial objectives whilst also being mindful of principles stemming from the SDG’s (notably 8, 9 and 12) so as to appreciate that the commercial imperative must be seen in context of broader societal and environmental concerns.
This module will prepare students to practice digital marketing in the workplace. Digital marketing tools, models, frameworks and concepts will be considered within the context of the future of marketing, specifically the Fourth Industrial Revolution (Schwab 2019) and Transformative Marketing (2016). Digital Marketing topics will be applied and evaluated including the evolution of digital marketing, the digital macro-environment, digital marketing strategy, digital media and the marketing mix, relationship marketing and digital platforms, the digital customer experience, content marketing, and digital marketing analytics.
|Strategic Marketing Management||15|
Marketing strategy concerns how an organisation identifies market opportunities and seeks to create a sustainable advantage over its competitors. This requires a detailed understanding of changing customer needs, competitor activities, and the organisation’s own marketing resources. The challenge is to find the most attractive markets and be able to offer products and services which competitors cannot match. To be effective contributors to strategic marketing decisions, marketing managers need to understand strategic marketing concepts and be able to apply these in practice.
Whilst students may understand several areas of marketing they need to be able to measure the return on investment. The plethora of marketing data available due to digital advances means this is an increasingly complex area of management. This module aims to develop understanding by introducing students to digital marketing analytics. From the marketing objectives that drive a business, to decision making, students will learn about the variety of data sources available to them and which metrics can be useful. Through lectures, seminars and workshops, students will enhance their analytical skills and gain practical insights for academic and professional endeavours.
Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at www.winchester.ac.uk/termsandconditions.
The University will notify applicants of any changes made to the core modules listed above.
Progression from one level of the programme to the next is subject to meeting the University’s academic regulations.
2022 Course Tuition Fees
|UK / Channel Islands /|
Isle of Man / Republic of Ireland
|Optional Sandwich Year*||£1,385||£1,385|
|Total with Sandwich Year||£29,135||£43,685|
If you are a UK student starting your degree in September 2022, the first year will cost you £9,250**. Based on this fee level, the indicative fees for a three-year degree would be £27,750 for UK students.
Remember, you don't have to pay any of this upfront if you are able to get a tuition fee loan from the UK Government to cover the full cost of your fees each year. If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.
UK Part-Time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £77.08 and a 15 credit module is £1,156. Part-time students can take up to a maximum 90 credits per year, so the maximum fee in a given year will be the government permitted maximum fee of £6,935.
International part-time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £117.50 and a 15 credit module is £1,763.
* Please note that not all courses offer an optional sandwich year. To find out whether this course offers a sandwich year, please contact the programme leader for further information.
**The University of Winchester will charge the maximum approved tuition fee per year.
As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.
There might be additional costs you may encounter whilst studying. The following highlights the mandatory and optional costs for this course:
Formal wear: Students may be expected to dress formally for oral assessments. Costs will vary depending on the students existing wardrobe. Indicative cost is £0 - £50.
Volunteering and placements: Students may incur travel costs on optional volunteering placements or part time work placements in the third year of study. Indicative cost is £5 - £30 per day.
Certified associate examinations: Students may undertake a range of media design training whilst at University. To become a certified Associate students must sit an exam. Costs will vary depending on the number of exams the student selects. Certification is optional students can engage in the training without taking the examination. Indicative cost is £30 per examination.
Core texts: Students should budget to cover the purchasing of core textbooks across the three years of study, the majority of this cost is associated with the 2nd year of study. Core Texts can be bought second hand, or as an ebook which can often reduce this cost. Indicative cost is £400 across 3 years of study.
Printing and Binding: The University is pleased to offer our students a printing allowance of £5 each academic year. This will print around 125 A4 mono pages. If students wish to print more, printer credit can be topped up by the student. The University and Student Union are champions of sustainability and we ask all our students to consider the environmental impact before printing.
Course specific bursaries/scholarships
We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards page.
Key course details
- UCAS code
- 3 years full-time; 4 years full-time (placement); 6 years part-time
- Typical offer
- 112-120 points
- On campus, Winchester