Marketing

Study Marketing and graduate with a university degree

Marketing is often considered by the general public to be ‘advertising’, ‘marketing research’ or ‘sales promotion’. While these are visible elements of a marketing strategy, the aim of marketing is to identify customers who will be most interested in consuming the brands, products or services of an organisation. Satisfying and/or keeping these customers in the short and longer-term are key to success.

Stirling is one of a small number of universities in the UK that offers Single Honours as well as Combined Honours degrees in Marketing, offering a range of core and optional modules. The teaching options, such as Branding and Communications or Multi-Channel Retailing, reflect the specialist expertise of staff that have an active interest in particular topic areas which contributes to the contemporary international perspective of degree courses.

 

Entrance requirements

Four-year Honours degree

SQA Higher:
BBBB - one sitting.
ABBB - two sittings.

GCE A-level:
BBC

IB Diploma:
32 points.

Three-year Honours degree

SQA Adv. Higher:
ABB

GCE A-level:
ABB

IB Diploma:
35 points.

Other qualifications

HNC/HND:

Year one entry
Scottish HNC/D - Bs in graded units
English, Welsh and NI HNC/D - Merits and Distinctions.

Advanced entry
May be possible with an HND in a related subject.

Access courses:
Access courses and other UK/EU and international qualifications are also welcomed.


Essential subjects:
As listed above or equivalent.

Additional information

General entrance requirements apply
Mathematics Standard Grade (3), Intermediate 2 (C), GCSE (C) or equivalent.

Modes of study

Full-time (three modules per semester).
Part-time (one or two modules per semester).
January entry also available - see semester dates

Course contact

Dr Dimitrios Kolyperas University of Stirling
Stirling
FK9 4LA
Scotland
UK
+ 44 (0) 1786 467325

Find out more

http://www.stir.ac.uk/management

Degree course

Semester 1 and 2 (year 1) are designed to provide a solid background in business-related and management-oriented modules. The first year is aimed at introducing our marketing students to the current global business landscape, its shifting nature and subsequent challenges. These modules revolve around contemporary industrial and theoretical issues relating to general management, marketing, human resources and organisations.

The second year (Semester 3 and 4) aims at furthering students’ understanding on fundamental marketing concepts. It considers the importance and impact of marketing as a discipline not only to the business world but also society at large.

Year 3 looks into consumers and their behaviours as well as the retailing process including supply chain and logistic issues (how to get a product/service from a production point to a consumption point). Elective modules are also offered drawn on particular sectors and contemporary marketing cases.

In year 4, students will undertake a Marketing and Retail Consultancy project which has been purposefully designed to engage students with ‘live’ marketing practice, develop their ‘marketer’ skills, and lead them to dissertation.

The core modules include:

  • The Global Business Environment: An Introduction
  • The Management Challenge: An Introduction
  • Fundamentals of Marketing
  • Marketing, Ethics and Society
  • Understanding Consumers
  • Strategic Management
  • Understanding Supply Chains
  • Marketing and Retail Consultancy Project
  • Professional Development and Practice
  • Marketing Dissertation

You will have numerous opportunities to develop appropriate work-related skills at every stage of your studies, culminating in the Professional Development and Practice module in Semester 8 which helps you prepare for entering the workplace.

As part of the research for her dissertation, Amber Beveridge has been using in-house facilities to carry out some taste tests for her undergraduate Marketing dissertation working title “Bottled vs Tap, the effects of branding on consumer buying behaviour”.

Some of the options include:

  • Leisure Management and Consumption
  • Sport Marketing
  • Retail Operations
  • Branding and Communications

View full module descriptions

Teaching and assessment

Teaching is by lectures, seminars and workshops, employing a variety of approaches. Assessment is typically based upon an equal combination of coursework and examinations taken each semester. Some modules may involve the use of computer-based simulations or the chance to deal with real-world marketing problems undertaken for client organisations. Honours candidates in most courses will also have the opportunity to undertake research, leading to the submission of a dissertation in the final year.

Combined degrees

In addition to Single Honours Marketing, the subject can be studied in combination with many other subjects.

Marketing can be studied with:
CourseUCAS Code
Accountancy NN45
Business Studies MN25
Economics NL51
Film and Media PN35
French N5R1
Human Resource Management NN65
Law MN15
Psychology CN85
Spanish N5R4
Sports Studies NC56
International Management Studies N2R9

(For a Combined Honours degree the higher entrance requirements of the subjects usually apply.)

Related degrees

Study abroad

You may spend Semester 6 studying abroad under the ERASMUS European exchange programme, or exchanges administered by the University’s Study Abroad Office to destinations in the USA, Canada, Australia, Asia and various European countries.

Students who wish to combine languages with their Marketing degree may take the International Management Studies degree, where it is possible to spend up to two years in Europe.

Rating

Teaching provision in Marketing has been assessed by the Scottish Funding Council and rated as ‘highly satisfactory’.

Our students

The University of Stirling is, in my opinion, one of the best institutions to study Marketing in the United Kingdom. This is because there is an even balance of both practical and strategic marketing; from theory-based courses in first year to business-advisory projects in fourth, creating a hand in hand concept which is crucial to the real world. Whilst at Stirling I was able to apply many of the concepts I had learned from an early stage in my University career, and I was able to use my understanding to help many charities from all over the UK.


The special thing about Stirling for me is the way that it concentrates on many areas of marketing, and not just on the ‘corporate’ aspect. The importance that they place upon societal marketing – encompassing social enterprises, charities and all-other third sector organisations – is evident from the start, thus informing students of all marketing career choices and not limiting them only to the typical corporate trajectory. They are not afraid to think outside of the corporate world – however, if corporate is what you want then corporate is what you can get. 


I studied Marketing as my main subject, but I was able to pick from many other areas of expertise in the business world because of the wide choice offered at Stirling. My work after University is now focused on the long-term advancement of charities in the United Kingdom, and I hold board-level appointments within two large-scale organisations. If you want to have lecturers and tutors who will remember and get to know you, study courses that you will find intellectually and physically stimulating and make friends that will last an eternity, then Stirling is the clear choice for you.

Robbie Crow, 2009-2013

Graduating with a first class honours degree in Marketing was the stepping stone Tamasina needed to secure her ideal job as an E-Commerce Executive with the modern global fashion brand Reiss.  Her ambition was always to work in the fashion industry. Following postgraduate study in 2012, she graduated from Glasgow Caledonian University with an MSc International Fashion Marketing.  Now supporting the Head and Deputy Head of E-Commerce in her role for Reiss, Tammy reflects on how her time at the University of Stirling prepared her for her ideal career:


Studying at Stirling University was one of the most memorable experiences of my life. Academically, I gained a diverse range of knowledge that I have been able to use and adapt to suit a multitude of industries from medical devices to retail and fashion. The emphasis on independent learning and the flexibility within the course structure allowed me to select modules that interested me and best suited my career needs.


The emphasis on the practical application of theory, from real-life industry examples in lectures and tutorials to client based projects, really prepared me for some of the challenges I face on a daily basis. This includes the importance of team work, time management when working in a fast-paced environment, effective communication to a variety of audiences and the need to problem solve and provide recommendations based on structured analysis.

Tamasina Pearshouse, 2005-2009

 

Our Staff

Marketing at Stirling is a core component of the Stirling Management School. The marketing staff are responsible for research and education in marketing across the School. Currently one of four divisions in the Stirling Management School, the Marketing and Retail group comprises currently five Professors, three Senior Lecturers, four Lecturers and two Early Career Fellows as well as a number of research assistants. We also comprise the award winning Institute for Social Marketing.

In addition to this core staff in marketing, colleagues work closely with researchers in the Institute for Retail Studies and the Institute for Social Marketing as well as elsewhere in the School and across the University. A cadre of international PhD students are supervised directly in the Marketing and Retail Division through the School’s and the University’s Graduate School.

Staff List

94% of University of Stirling 2012 graduates have found work, or are in a further programme of study within 6 months of graduation. The Telegraph ranks Stirling in the top 12 UK universities for getting a job.

Career opportunities

Where are our graduates now?

Stirling Marketing graduates are currently working in 23 countries around the world including: Canada, South Africa, Australia, Switzerland, Japan, Singapore, Botswana, Russia, Austria, USA, Germany and Taiwan. Marketing graduates are currently contributing to the performance of the following organisations:

  • Rolls Royce
  • Next
  • Royal Bank of Scotland
  • BBC
  • Nestle
  • Intercontinental Hotels Group
  • Addidas (UK)
  • Heineken
  • The Emirates Group
  • Dell
  • Proctor & Gamble
  • Scottish Media Group
  • Hewlett Packard
  • Diageo

To provide you with an indication as to what you can do with your Marketing degree, graduates entering into employment in the past two years are currently working as:

  • Account Executive, Beattie Communications
  • Digital Marketing Manager, Tesco Bank
  • Marketing & Sales Executive, Scottish Media Group
  • Project Executive, BI Worldwide Europe
  • UK Retail Marketing Graduate Programme, RBS
  • Sales & Services Assistant, Intelligent Finance

Building on that foundation, alumni of Stirling’s Marketing degree who graduated between five and ten years ago have since advanced into some of the following positions:

  • Marketing Strategy & Planning Manager, Proctor & Gamble
  • Brand Manager, Nestle
  • Campaign Manager – Customer & Brand, Scottish Widows
  • Fund Marketing Executive, Prudential
  • Digital Marketing Consultant, Brightfire
  • Media Planner, Initiative Media
  • Capital Markets Professional, RBS Greenwich Capital
  • Premium Sales Co-ordinator, Arsenal F.C.

Some of our more established alumni are currently leading and shaping marketing strategy across many different sectors – here is an example of how a few former Stirling Marketing students have advanced in their careers:

  • Marketing & Sales Director, Denman International Ltd
  • Head of Marketing, Cineworld
  • Director of Strategy & Development, Addaction
  • CRM Transformation Manager, Accenture
  • Senior Buyer, Wickes DIY
  • Commercial Manager (Scotland), Allied Bakeries
  • Director (Global Product Communication), Convergys Ltd
  • Managing Director/CEO of their own firm

Graduating with a degree in Marketing does not necessarily mean that you have to progress into a career in that field.  A Marketing degree is a solid foundation upon which to base a career in a variety of different fields, as is shown by some of the potentially less obvious roles that our Marketing graduates are currently employed as:

  • Recruitment Consultant, HSA Healthcare
  • Editor, Korea Herald
  • Solicitor, Hill Dickinson LLP
  • Chief Financial Officer, Standard Chartered Bank
  • Community Fundraiser, Marie Curie Cancer Care

Stirling Management School’s Careers Mentoring Scheme

The Careers Mentoring Scheme is open to all Year 3 and Year 4 students across Stirling Management School.  Mentoring is widely recognised as an effective tool for enhancing your career prospects and of ensuring informed choice, and this scheme is designed to provide additional support as you progress through your studies, as well as preparing your for progression into your desired professions. Mentors are all former students of Stirling Management School who know what it is like to be unsure about your future career plans. They are keen to pass on tips relating to potential careers and applying for jobs.

The benefits of the scheme include:

  • Improving your employability skills
  • Building your confidence and self-esteem when applying for jobsSearching and applying for suitable jobs, writing CVs, interview skills
  • Providing an insight into the world of work and a particular industry

For more information, and to discover other ways in which our alumni get involved, click here

Internship – What they are and why you should consider doing one?

An internship is an opportunity offered by an employer to students (or interns) over a fixed period of time, which enables the student to gain practical experience. The Career Development Centre has details of internships available around the world with large private sector organisations, as well as opportunities with smaller local businesses which are promoted through both the Third Sector Internship Scheme, the Saltire Foundation, and our very own Stirling Internship Programme.  As a student, you will automatically be registered onto the University’s Vacancy & Events System which means that you will receive regular updates regarding new opportunities as they become available.

Six reasons why you should consider an internship:

  1. Boost your CV and stand out from the crowd in order to have an edge in the graduate job market.
  2. Make professional connections which may lead to the offer of a job upon graduation.
  3. Test your career choices – internships can ease your transition into future careers or alternatively, help you decide that you don’t want to work in that area after all.
  4. ‘Real world’ business experience, enabling you to put theory into practice.
  5. Develop transferable skills such as communication, team working, problem-solving, decision-making, initiative and creativity.
  6. Help fund your studies by earning a full-time salary during the vacation periods.

Fees 2014/5

Overseas students (non-EU)£ 11,000.00
Scottish and EU students£ 1,820.00
Students from the rest of the UK£6,750 per year for a maximum of 4 years

Please note: Scottish and EU students can apply to the Students Award Agency for Scotland (SAAS) to have tuition fees paid by the Scottish government.

Please note: Students from the rest of the UK can apply for financial assistance, including a loan to cover the full cost of the tuition fees, from the Student Loan Company.

Funding

Marketing
  • Degree award BA, BA (Hons)
  • UCAS Code N500
  • Type Part-time, Full-time
  • Start date September / January
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