BA, BA (Hons)


Top Rankings for Marketing
The University of Stirling Management School’s Marketing Division ranks among the top in the country. We are positioned 2nd in Scotland for the quality of our Marketing degree (Complete University Guide 2018) and 3rd in Scotland for student satisfaction (The National Student Survey 2017).

Stirling Management School's exceptional performance in REF 2014 has resulted in a coveted place among the UK's top 25 institutions for Business and Management, out of 101 Business Schools.

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.

The Marketing and Retail Division are corporate members of the Marketing Society Scotland which significantly enhances our links with the industry.  


Key information

EU Applicants
The Scottish Government has confirmed that EU students enrolling in the 2018 and 2019 academic year will be entitled to free tuition fees in Scotland. EU Students will retain that status for the duration of their four year degree.

  • UCAS: N500
  • Qualification: BA, BA (Hons)
  • Study methods: Part-time, Full-time, Campus based
  • Start date: September / January
  • Course Director: Dr George Maglaras
  • Faculty: Stirling Management School
Download course leaflet
Download undergraduate prospectus

Course Director

Dr George Maglaras

University of Stirling

View fees and finance

What makes us different?

World-class library and teaching facilities

Studying for a degree means learning in different ways; managing your own time; conducting research; mastering new computer skills. We have the facilities and advice on hand to help you do all this - and do it well.

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Library shelves

Life at Stirling

Of the many reasons students come to Stirling, such as academic reputation and research standards, one factor is always cited: the outstanding beauty of the University's Stirling campus. View our online films to get a picture of what it's like to live and study on our beautiful campus.

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Live Life

Take the 360° tour

View our stunning campus and facilities in 3D and find out out why Stirling is a great place to study, live, work and play.

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Campus 360 tour

Entry requirements

Academic requirements

Four-year Honours degree

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

GCE A-level:

IB Diploma:
32 points.

BTEC (Level 3):

Three-year Honours degree

SQA Adv. Higher:

GCE A-level:

IB Diploma:
35 points.

Other qualifications

Year one minimum entry
Scottish HNC/D - Bs in graded units
English, Welsh and NI HNC/D - Merits and Distinctions.
Advanced entry
Advanced entry may be possible with an HNC/D in a related subject. Please consult our Advanced Entry pages for more information.

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

Foundation Apprenticeships:

Considered to be equivalent to 1 Higher at Grade B

Additional information

General entrance requirements apply
Mathematics Standard Grade (3), National 5 (C), Intermediate 2 (C), GCSE (C) or equivalent.

If examinations are taken over two sittings, or there are repeats or upgrades, the entrance requirements may be higher.

INTO University of Stirling

INTO University of Stirling offers an International Foundation programme for those international students who do not meet the required academic and English-language criteria. These courses offer a pathway to study at the University of Stirling through an excellent teaching and learning experience in the high-quality study facilities on campus.

International Foundation 

Successful completion of the International Foundation in Business, Finance, Economics and Marketing to the required standard provides direct entry to year two of a range of BA Honours programmes, including Accounting (either as single honours or as combined honours with Business Law, Business Studies, Economics, Finance or Marketing) and Finance & Investment. See our accounting and finance courses

Subject to additional entry qualifications. year 3 entry to the BA Honours in Accounting and the BA Honours in Finance & Investment is also available to INTO International Foundation students via the Integrated International Year Two pathway.

For more information, and to apply, visit INTO University of Stirling

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

  • IELTS: 6.0 with 5.5 minimum in each skill
  • Cambridge Certificate of Proficiency in English (CPE): Grade C
  • Cambridge Certificate of Advanced English (CAE): Grade C
  • Pearson Test of English (Academic): 54 with 51 in each component
  • IBT TOEFL: 80 with no subtest less than 17

More information on our English language requirements

If you need to improve your English language skills before you enter this course, our partner INTO University of Stirling offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.

Fees and costs

Fees 2018/9

Overseas students (non-EU) £12,140.00
Scottish and EU students £1,820.00
Students from the rest of the UK £9250 – with a generous package of scholarship options

 From 2016/7 onwards, the fees for overseas undergraduates will be held at the level upon entry.

If you plan to commence your studies at the University of Stirling in January 2018, please note you will be subject to our 2017/18 fees. Please contact us for more information.

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. 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.

You should expect to pay fees for every year you are in attendance and be aware fees are subject to revision and may increase annually. Students on programmes of study of more than one year should take this into account when applying.

Please note there is an additional charge should you choose to attend a graduation ceremony. View more information

Cost of Living

Find out about the cost of living for students at Stirling

Payment options

Find information on paying fees by instalments

Scholarships and funding

Information on possible sources of funding

Scholarship finder

Structure and teaching

Structure and content

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.

Our courses allow students to develop significant industry skills that can give them competitive advantage in the market place.

The core modules include:

  • Understanding 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
  • Marketing Dissertation

You will have numerous opportunities to develop appropriate work-related skills at every stage of your studies, culminating in the option module -  Professional Development and Practice module (activities run from Semester 1) 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:

  • Branding and Communications
  • Buying and Visual Merchandising
  • Digital and Experiential Marketing
  • Leisure Management and Consumption
  • Multi-Channel Retail Marketing
  • Sport Marketing
  • Retail Operations
  • Retail Studies
  • Professional Development and Practice

In addition to your chosen degree, almost all of our courses allow you to study a wide range of other subjects in your first two years at Stirling.  You may also be able to take elective Honours modules from other subjects in the Management School in Years 3 and 4.  We actively encourage you to take advantage of these opportunities.  The breadth of experience that comes from studying across a range of disciplines can be extremely useful in both your academic studies and in broadening your career opportunities. 

Delivery 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.)

Learn more about studying these subjects

Related degrees

Business Studies; International Human Resource Management; International Management Studies; Management; Retail Marketing.

Modes of study

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

Find out more

Why Stirling?


Top 25 in the UK for Business and Management Research

The reputation of our research at Stirling Management School was recognised in the 2014 Research Excellence Framework (REF), where the School was placed in the UK's top 25 institutions for Business and Management, out of 101 business schools.  In Scotland, the School was ranked in the top five.  64% of our research outputs were classified as world-leading and internationally excellent in terms of their originality, significance and rigour and we were ranked 14th in the UK in terms of research impact with over 60% of our research impact judged to have outstanding reach and wide-ranging impact on the policies of public, private and governmental organisations.

International Students

The University of Stirling welcomes applications from all countries.

Study abroad opportunities

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.

Our students

More than 96% of our students are in work or further study within six months of graduating (Destination of Leavers from Higher Education 2015/16). Many of our alumni are now working in leading organisations across the world.

Here is  what some of our alumni have to say about their experiences at the University of Stirling Management School and life after graduation.


European Award for Best Bachelor Retail Dissertation 

University of Stirling Marketing student wins European award for the Best Undergraduate Retail dissertation (See details here:

Andrea Kessler



Marketing Society Star Awards

Six Universities from across Scotland participated in an Apprentice Day event organised by award sponsor Maxxium. Following the Apprentice Day the Marketing Society announced the three top students from the day who would be shortlisted for the 2016 Star Marketing Student Award. All shortlisted students were Stirling University Marketing students. (See details here:

The winner won a three month paid placement at Maxxium, a premium liqueur and spirit brand based in Stirling. (See details here:

3rd Year Marketing Student Competition    Student Competition

The best performing 3rd Year Marketing students presented on a contemporary marketing challenge and the winner won work experience/ shadowing within Denvir Marketing company (based in Stirling).

Miss Hallie Jennings said "This internship was a brilliant experience, giving me an insight into the Marketing world beyond what's in a textbook. Being able to understand and contribute, offered me the reassurance that I can and want to work in this industry and in a similar work environment. I can confidently say that I feel more at ease about graduating University this year, as I now have a clearer career path thanks to Denvir Marketing" 



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, one Senior Lecturer, six Lecturers and a Senior Teaching Fellow as well as a number of research assistants. 

In addition to this core staff in marketing, colleagues work closely with researchers in the Institute for Retail Studies and the Research Centre for Consumers, Cultures and Society 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

Careers and employability

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 previous 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 jobs
  • Searching 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 & Employability Service 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.


Find out more about the Internships, which our Management School students have undertaken here:

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