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