BSc Marketing
Course Aim and Title BSc Marketing
Intermediate Awards Available Cert HE, Dip HE
Teaching Institution(s) University of East London
UEL Academic School Royal Docks School of Business and Law
UCAS Code N502
Professional Body Accreditation Chartered Institute of Marketing
Institute of Data & Marketing
Relevant QAA Benchmark Statements Markets, Marketing and sales,
Customers, Finance, People,
Organisational Behaviour, Operations,
Information systems and business
intelligence, Communications, Digital
business, Business policy and strategy,
Business innovation and enterprise
development, social responsibility.
Date Specification Last Updated March 2022
Course Aims and Learning Outcomes
This course is designed to give you the opportunity to:
• Understand the theories, methods and techniques of marketing and apply their
knowledge and understanding of marketing to carry out relevant projects.
• Critically evaluate marketing arguments, assumptions, concepts and data to
form judgements and frame questions to solve relevant commercial problems.
• Communicate marketing information, ideas, problems and solutions to
specialist and non-specialist audiences.
• Develop qualities and skills necessary for employment requiring the exercise
of responsibility, complex decision making and professional conduct within the
field of professional marketing.
What you will learn:
Knowledge
• To understand the nature of marketing functions and processes within
organisations and the individual and collective practices which influence the
business environment.
• To evaluate the marketing environment and pace of change including
economic, environmental, cultural, ethical, legal, regulatory, political
sociological, digital and technological including their effects at a local, national
and global level upon marketing strategy, customer behaviour, management
and sustainability of organisations.
• To understand the theories, models, frameworks, tasks and roles of marketing
including the management of people, resources, corporate social
responsibility and other processes of decision-making within the organisation.
Thinking skills
• To understand the function and operation of markets for resources, goods and
services.
• To evaluate different approaches for segmentation, targeting and positioning
in order to generate sales needed for innovation in product management and
service design.
• To appreciate the role of digital technology in reshaping traditional revenue
and business models in the marketing industry.
Subject-Based Practical skills
• To identify relevant marketing problems and select appropriate and
professional solutions.
• To analyse and evaluate marketing data using a range of appropriate social
scientific methodologies which emphasise digital literacy and evidence-based
decision-making.
• To act entrepreneurially within a marketing context in order to generate,
develop and communicate ideas and manage and exploit intellectual property,
gain support and deliver successful outcomes.
Skills for life and work (general skills)
• An ability to work collaboratively with people from a range of cultures and
understand the mutual interdependence between internal and external
customers to an organisation.
• Communication and listening to customers including the ability to produce
clear, structured business communications using a variety of media.
• Conceptual and critical thinking, including the analysis, synthesis, evaluation
and self-reflection upon data.
Learning and Teaching
Knowledge is developed through
• Guided reading
• Knowledge-based activities with feedback
• Online discussions and activities
Thinking skills are developed through
• Reflective activities with feedback
• Online discussions and activities
• One-on-one tutorials
Practical skills are developed through
• IT activities with feedback
• Research skills-based activities with feedback
• Analysis of relevant business cases
Skills for life and work (general skills) are developed through
• Planning activities with feedback
• Project work
• Interpersonal feedback from tutors on written and oral projects
Assessment
Knowledge is assessed by
• Coursework
• Essays
• Examinations
Thinking skills are assessed by
• Case Studies
• Examinations
• Project work
Practical skills are assessed by
• Practical reports
• Portfolio completion
• Group and Individual Presentations
Skills for life and work (general skills) are assessed by
• Project work
• Group work
• Individual written reports
Students with disabilities and/or particular learning needs should discuss
assessments with the Course Leader to ensure they are able to fully engage with all
assessment within the course.
Course Structure
All courses are credit-rated to help you to understand the amount and level of study
that is needed.
One credit is equal to 10 hours of directed study time (this includes everything you do
e.g. lecture, seminar and private study).
Credits are assigned to one of 5 levels:
3 Equivalent in standard to GCE 'A' level and is intended to prepare
students for year one of an undergraduate degree course.
4 Equivalent in standard to the first year of a full-time undergraduate
degree course.
5 Equivalent in standard to the second year of a full-time undergraduate
degree course.
6 Equivalent in standard to the third year of a full-time undergraduate
degree course.
7 Equivalent to a Master’s degree.
Courses are made up of modules that are each credit weighted.
The module structure of this course:
Available
Credit by
Module Core/Option
Level Module Title Weighting Distance
Code Learning?
Y/N
Mental Wealth 1:
4 HR4010 Academic and Digital 20 Core N
Proficiency
People and
4 HR4003 20 Core N
Organisations
Foundations of
4 MK4003 20 Core N
Marketing
Fundamentals of
4 FN4006 20 Core N
Business Accounting
Fundamentals of
4 EC4006 20 Core N
Economics
Business Statistics and
4 SG4011 20 Core N
Data Analysis
Mental Wealth 2:
5 HR5040 Graduate Employability 20 Core N
Competencies
Marketing Research
5 MK5025 20 Core N
Methods
Integrated Marketing
5 MK5021 20 Core N
Communications
5 MK5023 Consumer Behaviour 20 Core N
5 MK5020 Digital Marketing 20 Core N
Sustainable Operations
5 SG5011 & Supply Chain 20 Option N
Management
Introduction to Finance
5 AC5050 20 Option N
and Accounting
5 MK5026 Marketing Internship 20 Option N
Optional Placement
5 HR5043 120 Option N
Year
Mental Wealth 3: Global
6 SG6014 Enterprise and 20 Core N
Consultancy Practice
Corporate Social
6 HR6020 Responsibility and 20 Core N
Ethics
Applied Marketing
6 MK6030 20 Core N
Project
Contemporary Issues in
6 MK6022 20 Core N
Marketing
6 MK6020 Brand Management 20 Core N
6 MK6021 Social Media Marketing 20 Core N
Please note: Optional modules might not run every year, the course team will
decide on an annual basis which options will be running, based on student demand
and academic factors, in order to create the best learning experience.
Additional detail about the course module structure:
1. The course has a common Level 4 which it shares with the B.Sc. Business
Management and the B.Sc. Human Resource Management to allow students
flexibility between courses.
2. The Level 4 modules develop key skills to enable students to tackle Levels 5
and 6 with confidence and build literacy, numeracy and critical thinking skills
early in the degree course.
3. The course is has “mental wealth” modules embedded at all levels to develop
student cognitive intelligence, cultural intelligence and digital proficiency.
4. The course covers more macro issues in marketing theory including corporate
social responsibility, brand management and strategic marketing at Level 6.
A core module for a course is a module which a student must have passed (i.e. been
awarded credit) in order to achieve the relevant named award. An optional module
for a course is a module selected from a range of modules available on the course.
The overall credit-rating of this course is 360-credits. If for some reason you are
unable to achieve this credit you may be entitled to an intermediate award, the level
of the award will depend on the amount of credit you have accumulated. You can
read the University Student Policies and Regulations on the UEL website.
In order to gain an Honours degree on the B.Sc. Marketing the student will need to
obtain 360-credits including:
• A minimum of 120-credits at level four or higher
• A minimum of 120-credits at level five or higher and the 120-credits
• A minimum of 120-credits at level six or higher
In order to gain an Ordinary degree on the B.Sc. Marketing the student will need to
obtain a minimum of 300 credits including:
• A minimum of 120-credits at level four or higher
• A minimum of 120-credits at level five or higher
• A minimum of 60-credits at level six or higher
In order to gain a Diploma of Higher Education on the B.Sc. Marketing the student will
need to obtain at least 240-credits including:
• A minimum of 120-credits at level four or higher
• A minimum of 120-credits at level five or higher
In order to gain a Certificate of Higher Education in B.Sc. Marketing the student will
need to obtain 120-credits at level four or higher.
Course Specific Regulations
The course is applying for professional accreditation from Chartered Institute of
Marketing. This requires at least 50% of core modules to be in the area (or related
to) marketing and for no more than 30% of the assessment to be group-based. While
the course has not achieved the professional accreditation yet (but is in the process
of doing so), it does exist on the current course, and these specific regulations have
been embedded in the design of the course.
Typical Duration
It is possible to move from full-time to part-time study and vice-versa to accommodate
any external factors such as financial constraints or domestic commitments. Many
of our students make use of this flexibility and this may impact on the overall duration
of their study period.
Undergraduate Courses
The expected duration of this course is 3-years full-time or 6-years part-time.
A student cannot normally continue study on a course after 4-years of study in full
time mode unless exceptional circumstances apply and extenuation has been
granted. The limit for completion of a course in part time mode is 7-years from first
enrolment.
Further Information
More information about this course is available from:
• The UEL web site (www.uel.ac.uk)
• The course handbook
• Module study guides
• UEL Manual of General Regulations (available on the UEL website)
• UEL Quality Manual (available on the UEL website)
• School web pages
All UEL courses are subject to thorough course approval procedures before we allow
them to commence. We also constantly monitor, review and enhance our courses by
listening to student and employer views and the views of external examiners and
advisors.
Additional costs:
Students may incur additional travel costs to attend field trips or exhibitions as part
of modules, however these will be optional to the student experience.
Alternative Locations of Delivery
The course will be delivered across our three UEL campuses at:
• Docklands Campus
• Stratford Campus
• University Square Stratford
