Marketing

About

Marketing at Durham is varied and dynamic. Our programmes adopt an interdisciplinary approach, drawing on knowledge from fields such as psychology, sociology, anthropology, philosophy and economics. In addition to understanding functional aspects of the subject which include areas such as strategy, consumer behaviour, branding, market research and communications; you will have the opportunity to develop specialisms in areas that interest you.

Students on this programme learn through a combination of lectures, seminars, tutorials, workshops, informal but scheduled one-on-one support, and self-directed learning, such as research, reading, and writing. All of these are supported by a state-of-the-art virtual learning environment, Durham University Online (DUO).

Seminars, tutorials, and workshops are much smaller groups than lectures, with tutorials often involving no more than eight students working with teaching staff; seminars and workshops can be larger but are still small enough to allow one-on-one interaction with tutors. Workshops also allow hands-on experience of solving business problems. This emphasis on small-group teaching reflects a conscious choice to enhance the quality of the learning experience rather than the quantity of formal sessions. In fact, the degree programme is designed to feature fewer formal sessions and more independent research as students move from their first to their final year.

Small-group teaching and one-on-one attention from the personal academic advisor (provided for all students when they enter the programme) are part of the learning experience throughout, but by the final year classroom time gives way, to some extent, to independent research, including a capstone dissertation – supported by one-on-one supervision – that makes up a third of final year credits. In this way the degree programme gives the student the opportunity to transform from a consumer of knowledge in the classroom to a generator of knowledge, ready for professional or postgraduate life.

These formal teaching arrangements are supported by “drop-in” surgeries with teaching staff and induction sessions that begin in the week before the start of the programme and continue at key times throughout each year of the programme.

Students can also attend an extensive programme of research-focused seminars where staff and visiting scholars present their cutting-edge research.

Flexibility – subject to successful completion of your first year – it may be possible to change your degree path to Business and Management. (Students who require a Tier 4 visa will need to check this is in accordance with the Tier 4 regulations which are in place at that time)

Content

Year 1

This year aims to develop a foundation of knowledge and skills in marketing and management. You not only study the principles of marketing, but have the opportunity to develop competencies in research, analysis and investigation, as well as achieving a foundational knowledge in the functions of business at both an environmental and organisational level.

Core modules

You will study five core areas of study:

• Analysis and research 
• The business world
• The management organisation of business
• Marketing 
• An introductory course in accounting and finance.

Optional modules

You will study a further elective module, which in previous years have included, for example:

• Economics and Psychology of Decision Making
• Creating New Businesses
• Global Economy
• A foreign language.

Year 2

This year aims to develop students’ functional knowledge of marketing.

A series of core modules which cover the key functional areas of marketing:

• Branding and Brand Management
• Marketing Communications
• Consumer Psychology and Behaviour
• Marketing Research.

Optional modules

You will study a further two elective modules which are offered from a list which may include topics relating to operations management, information systems, international management, human resource management, entrepreneurship or a foreign language.

Year 3

Central to this year is the Dissertation. This allows you to conduct an extended, independent Research Project on a Marketing topic of your own choosing, under the close supervision of an academic member of staff.

Core modules

• Dissertation in Marketing (double module)
• Strategic Management.

Optional modules

You will study three further elective modules, which will allow you to develop your study of specific areas of marketing.

Subject requirements, level and grade

In addition to satisfying the University’s general entry requirements, please note:

• We require AAB from A-levels.
• We consider all A-level subjects, with the exception of General Studies – therefore General Studies would not be included in any offer.
• For all Business, Marketing, Accounting and Finance degrees a strong proficiency in Mathematics is required. If Mathematics is not taken as an A-level subject a grade A in Mathematics at GCSE is required.
• We consider each application holistically, on an individual basis and against the other applications we receive. Whilst academic achievement is important, it is not the only factor that we consider when assessing applications and applicants who have achieved, or are predicted to achieve, close to our typical offer, but who have not met it exactly, will be welcome to apply if they have a strong application in other key elements, for example if they can demonstrate merit and potential through their personal statement or their reference.
• We welcome applications from those with other qualifications equivalent to our standard entry requirements and from mature students with non-standard qualifications, please email us for more information.
• Applicants for whom English is not their first language will be required to offer IELTS of 6.5 (no component under 6.0); or the University approved equivalent. We also require proof of English Language proficiency for students from the European Union.
• We are willing to consider applications for deferred entry from those who have well- structured plans for work or travel, for example. We may, however, need to restrict the number of deferred entry offers we make because we have to be careful not to fill too many of next year’s places in advance. However, if you do apply for a deferred place and are unsuccessful, you are welcome to reapply the following year.
• You are welcome to apply if you are taking resits; we do not make higher offers to students who declare resits.
• If you do not satisfy our general entry requirements, the Foundation Centre offers multidisciplinary degrees to prepare you for a range of specified degree courses.

Preferred Tests:

a. IELTS: 6.5 (no component under 6.0)

b. TOEFL iBT (internet based test): 92 (no component under 23)

c. Cambridge Proficiency (CPE): Grade C

d. Cambridge Advanced (CAE): Grade A

e. Cambridge IGCSE First Language English at Grade C or above [not normally acceptable for students who require a Tier 4 student visa]

f. Cambridge IGCSE English as a Second Language at Grade B or above [not normally acceptable for students who require a Tier 4 student visa]

g. GCSE English Language at grade C or above

h. Pearson Test of English (overall score 62 (with no score less than 56 in each component))

Alternative accepted tests when those listed in a.-h. above are unavailable to the applicant (if the applicant requires a Tier 4 visa to study, advice on the suitability of these alternatives must be sought from the Student Recruitment and Admissions Office):

i. Certificate of Attainment (Edexcel)

j. GCE A-levels (AQA, CIE, Edexcel, CCEA, OCR, WJEC) at grade C or above in an essay based, humanities or social science subject from the following list: History, Philosophy, Government and Politics, English Language, English Literature, Geography, Religious Studies, Economics, Business Studies, Law and Sociology. Modern or Classical Languages are not acceptable in meeting this requirement.

k. International Baccalaureate with a minimum of grade 5 in Standard Level English or a minimum of grade 5 if taken at Higher Level.

l. NEAB (JMB) Test in English (Overseas)

m. Singapore Integrated Programme (SIPCAL) at grade C or above in an essay based, humanities or social science subject from the following list: History, Philosophy, Government and Politics, English Language, English Literature, Geography, Religious Studies, Economics, Business Studies, Law and Sociology. Modern or Classical Languages are not acceptable in meeting this requirement.

n. Singapore Polytechnic Diploma and Advanced Diplomas at GPA 3.0 or above

o. WAEC and NECO Grade B3 or above from Nigeria and Ghana

The Financing studies for the Marketing program at Durham University encompass a comprehensive overview of the funding options available to prospective and current students, as well as the financial support mechanisms integrated into the university’s offerings. Durham University provides a range of scholarships, bursaries, and financial aid opportunities designed to alleviate the economic burden associated with higher education. These include the Durham University/University of Exeter/Bournemouth University Doctoral Research Scholarships, which offer substantial financial assistance for postgraduate students, as well as several undergraduate scholarships dedicated to UK, EU, and international students, based on academic merit and financial need.

Students are encouraged to apply for government-backed student loans, including the Student Loans Company (SLC) loans in the UK, which cover tuition fees and maintenance costs. The university also offers tailored advice on external funding sources such as regional grants, industry-sponsored scholarships, and international financial aid programs. For international students, the university provides specific scholarships such as the Durham University International Scholarships, aimed at supporting talented students from outside the UK. Additionally, work-study opportunities on or off campus are available, enabling students to earn supplementary income while gaining relevant experience.

The university maintains an embedded financial support system that includes advice services, budgeting workshops, and personalized financial planning assistance. Students are encouraged to access these resources early to develop sustainable financial plans during their studies. The fee structure for the Marketing program varies depending on the student’s residency status and level of study. International students often pay higher tuition fees, but potential overlaps with scholarships can significantly reduce the net cost of education. The university’s financial aid policies strive to ensure equitable access to education, promoting inclusivity across diverse student populations.

Overall, Durham University aims to provide transparent and accessible financing options for all students enrolled in the Marketing program. The combination of internal scholarships, government loans, external sponsorships, and work opportunities creates a supportive financial environment, enabling students to focus on their academic and professional development without undue financial hardship. Students are advised to consult the university’s official financial aid webpage and contact the dedicated financial support team to receive tailored advice and up-to-date information on available funding options.

Marketing at Durham University offers a comprehensive and rigorous education designed to prepare students for successful careers in the dynamic field of marketing and related disciplines. The program combines theoretical knowledge with practical skills, equipping students with an understanding of consumer behavior, digital marketing strategies, branding, market research, and the impact of technology on marketing practices. Students are exposed to contemporary issues such as sustainability, global markets, and the influence of social media, enabling them to adapt to rapidly changing market landscapes.

Throughout the course, students engage in a variety of innovative learning methods, including case studies, group projects, and internships, to develop critical thinking, creative problem-solving abilities, and effective communication skills. The curriculum is regularly reviewed to ensure alignment with industry standards and technological advancements, often involving input from industry professionals. Access to Durham's extensive alumni network and collaborations with leading companies provide valuable opportunities for work placements and real-world experience.

The program emphasizes developing analytical skills through modules focused on data analysis, consumer insights, and digital analytics, reflecting the increasing importance of data-driven decision-making in marketing. Emphasis is also placed on understanding ethical considerations and corporate responsibility, recognizing the importance of sustainable and ethical marketing practices. The flexible structure allows students to tailor their learning to particular interests, whether in digital marketing, branding, international markets, or entrepreneurship.

The university's vibrant campus environment offers a multicultural setting, encouraging diverse perspectives and collaborative learning. Durham's reputation for high-quality research ensures that students learn from expert faculty active at the forefront of marketing research. Graduates of the program typically find employment in roles such as marketing executives, brand managers, market research analysts, digital marketing specialists, and other related positions in various sectors including retail, FMCG, media, and consultancy.

Overall, Durham University's Marketing program aims to develop well-rounded, innovative professionals capable of making a significant impact in the marketing industry and beyond. The program's blend of theoretical frameworks, practical applications, and opportunities for industry engagement prepares students not only to enter the job market but to excel and lead in their future careers.