Marketing courses

Our marketing communications, advertising and marketing management courses are designed to help you stay ahead of the various demands that the industry will throw at you, developing the skills you’ll need to keep pace with the changing way in which audiences interact with brands.

Two faculties, one portfolio

Our courses cover the full range of marketing disciplines, beginning with strategic marketing as a fundamental part of a business. The delivery of our courses is shared between two faculties, with some being delivered by The Business School, one of fewer than 6% of universities in the world to have AACSB accreditation (Association to Advance Collegiate Schools of Business). Others draw on our vast experience in communications and communication strategy, and are delivered by the Faculty of Media & Communication.

Strong links

We have links with bodies such as the Chartered Institute of Marketing and the Institute of Data & Marketing. This means you can benefit from guest lectures, real-life consultancy projects, and placement and networking opportunities that can help kickstart your career.

Staff expertise

Our staff have professional and research expertise to complement their academic understanding, and their work is often crucial in developing new policies and approaches for commercial and noncommercial organisations. They are committed, passionate professionals with the skills and experience to help your marketing career get off to the best possible start.

Some of our courses in this area are accredited by the following bodies (see each course listing for details):

RECOGNISED COURSE

If English is not your first language, you'll need an IELTS (Academic) qualification or equivalent. See each courses website for details.

Case study: The feel-good factor

For any brand to succeed, it needs to reach its audience in a way that makes people want to engage with them. BU experts have worked with Hearst UK – publishers of titles such as Cosmopolitan and Esquire to measure interactions with their content across digital, social media and print.

The research measured mood variations across a variety of situations, gathering feedback in real time as people engaged with Hearst UK’s content. The app would ping people at different times of the day so their feelings could be measured when engaging in a variety of activities as well as engaging with content.

Positive engagement

Over three weeks, the BU team and Hearst UK gathered 36,000 pieces of data, and their findings showed that Hearst UK content was working well. Crucially, the research found that 83% of people who felt more positive after engaging with Hearst UK content would then go on to take action such as investigating further or talking to others about what they had read.

Purchasing behaviour

The findings from the research showed that people had a greater interest in brands and advertising when they were in a positive frame of mind, which in turn influenced their purchasing behaviour.

Hearst UK intends to use the research to develop and deliver advertising solutions that will be more effective for their clients, helping increase revenues and engagement.