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Marketing guide

If you’re considering a career in business or specifically marketing, this guide will help you understand what a degree in Marketing would be like.

Designers drawing website development with marketing emphasis


  1. What's Marketing?

  2. Why study Marketing?

  3. What jobs can you get as a Marketing graduate?

  4. What qualifications do you need?

  5. What degrees can you study?

  6. How will you be assessed?

  7. What are the postgraduate opportunities?

What's Marketing?

Marketing is about how to best communicate the value of a product, service or brand to customers, buyers or consumers, for the purpose of eventually selling that product, service or brand.

Marketing was previously done via word of mouth, and then who could shout the loudest. The theory remains the same, but the practice has changed considerably due to the growing digital world.

Why study Marketing?

If you’re interested in business, psychology or social studies then this is a degree for you. Marketing covers everything from advertising to market research, so it appeals to a wide variety of students.

Marketing benefits society in general by improving people’s lives in two ways. First, it facilitates trade. Secondly, it helps people choose what is best for them.

A degree in Marketing doesn't have to be solely based on just one subject. The availability of joint honours allows you to develop marketing skills in the context of another subject. This could be a foreign language (which clearly has benefits in terms of foreign business) or Psychology, which is relevant when considering why consumers act the way they do.

The reality of a Marketing degree is that it's open-ended, and you can, therefore, tailor your career to what you're passionate about.

With many Marketing degrees, there's the potential for a year in industry, which allows an invaluable period of experience in real-life marketing roles. It also gives you time away from the lecture theatres, providing a welcome break from academia.

Business People Meeting for marketing Plans to improve quality next month

What jobs can you get as a Marketing graduate?

Marketing may seem like a slightly pigeonholing course, but there's a range of options available, with most positions on a business organisation having skills fulfilled by this course.

Particular job areas include advertising planner, and later executive, advertising artist or copywriter, market researcher, media planner, buyer or salesperson, event manager, PR officer or accountant.

Several professional organisations offer specialised positions for Marketing graduates, such as CIM.

Professional job: Usually needs a degree
Non-professional job: Doesn't usually need a degree

What qualifications do you need? 

Most combinations of A Levels will get you on a Marketing course.

Always confirm the entry requirements for the particular university/course you're interested in. 

What degrees can you study?

  • BSc Marketing
  • BA Business Management
  • BSc Consumer Behaviour and Marketing
  • BA Business Economics with Marketing

How will you be assessed?

You'll be expected to complete small class-based activities in groups which could lead to a group presentation on a specific task. Learning the art of the sales pitch is crucial.

You may also be presented with business case studies that reflect the reality of decision-making and problem-solving activities in a professional business environment. These will provide a basis for essays and exams.

What are the postgraduate opportunities?

Examples of taught MAs and research degrees at postgraduate level include an MA in Public Relations, an MSc in Marketing Management, Branding and Identity, Food Consumer Marketing and Product Development, and MA in Creative Advertising.

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