As an applied discipline which underpins company success, marketing stands on the cutting edge of those professions required to adapt to a constantly changing environment. Digital developments have disrupted the marketing landscape and there is an increasing need for graduates in this area to have an in-depth understanding of the role of digital, data analytics and measurement within the marketing function. This degree has been carefully designed to fit the study of marketing firmly into a social science context and to prepare students for work in a dynamic, data-driven, online world.
This course educates you to be a professional, aware of and able to effectively respond to and thrive in such a turbulent environment, as well as practically apply digital marketing skills to a wide range of situations.
Our unique city campus in Southwark is in vibrant South London, putting you at the heart of the action! So, whether you live nearby, are commuting across London or from further afield, you can live, learn, and thrive in our buzzing Zone 1 location.
Today’s recruiters are searching for a mixture of general and industry-specific skills. To support this, we embed specialist knowledge such as marketing technologies and certifications, as well as the broader soft skills required. You can enhance your employability further by undertaking a placement year.
With a focus on application, our courses equip you with the skills you need. You can apply your knowledge through consultancy projects via our Business Solutions Centre, or further enhance your employability with a year-long placement. Based in the capital city, you will benefit from LSBU Business School’s links and connections.
Why Choose LSBU?
We are a leading university in producing the next generation of CMO’s, creative directors and partners.
Our team have extensive practitioner and academic experience and is passionate about marketing and teaching marketing to the next generation of professionals.
We offer key digital certifications such as Hootsuite academy, LinkedIn learning pathways and Salesforce training, enhancing your employment porospects (prospects)
Our links with the CIM offer industry accreditation
Our relationships with key industry professionals offer you access to exciting guest lectures, internship opportunities and networking
Initiatives such as the CIM Marketing club (run by our students) give invaluable access to senior marketers as well as experience in event marketing
Our use of live case studies within modules and assessments offers invaluable practical marketing experience
We offer the opportunity for all undergraduate Home/EU students to undertake a work placement, internship or work experience while studying a full-time course starting in September 2022.
Why Marketing at LSBU?
93% of students felt that the course challenged them to do their best work. (National Student Survey 2023)
As part of the course, you’ll have the opportunity to work experience in a consultancy role with a British-based company.
Professional accreditation – the course is accredited by the Chartered Institute of Marketing.
We support entrepreneurs – you can develop a ready-to-fund business plan or undertake consultancy as a final-year marketing project.
Our unique 'give back' culture means you can build relationships with small and medium enterprises and alumni.
If you do not meet the entry criteria above we also review any previous skills, knowledge or experience you have gained outside of your education and are happy to talk through any extenuating circumstances you feel relevant.
If you do not have the required English and Maths qualifications needed to satisfy the entry requirements for this programme, we have courses available at our partner College that you can take to upskill in these areas. Find out more at South Bank College.
If you have already completed some studies at another university, we may be able to consider you for advanced entry. Please see our advanced entry page for more information.
Once we have made you an offer, you can apply for accommodation. You can rent from LSBU and you’ll deal directly with the university, not third party providers. That means we can guarantee you options to suit all budgets, with clear tenancy agreements and all-inclusive rents that include insurance for your personal belongings, internet access in each bedroom and on-site laundry facilities.
Or, if you’d rather rent privately, we can give you a list of landlords – just ask our Accommodation Service.
You don't need to wait for a confirmed place on a course to start applying for student finance. Read how to pay your fees as an undergraduate student.
Prepare to start
After you’ve received your offer we’ll send you emails about events we run to help you prepare for your course.
Before you start your course we’ll send you information on what you’ll need to do before you arrive and during your first few days on campus. You can read about the process on our Welcome Week pages.
Kahneman, D. (2014) Thinking, Fast and Slow. NY; Farrar Straus Giroux.
Sharp, B. (2010) How Brands Grow. Melbourne; OUP
Whilst on this course, you will study a range of topics, including modules designed to give a solid foundation in current business practice as well as contemporary marketing theory and practice and specialist digital marketing modules.
All modules are designed to include practical application elements as well as theoretical concepts. You are introduced to practical skills including digital campaign planning, brand analysis, communications and advertising planning, marketing research techniques and uses of digital marketing technology such as Hootsuite and Salesforce.
Principles of Marketing This module provides students with a pallet of concepts and key principles in marketing, which establish a strong foundation for their advanced understanding and application of tools in marketing that are required at their higher study level. The range of marketing concepts covered varies from understanding the marketing environment, marketing research, consumer behaviour, segmentation, targeting and positioning, the marketing mix, or ethics in marketing, with a focus on how these concepts have evolved over time into what is now a digitalised contemporary era. A range of up-to-date case studies, interactive lectures and field trips will assist and prepare students to get into the real world of the marketing workplace.
Marketing in a Digital World This module enables students to assess the digital landscape from a marketing perspective. It examines how key digital marketing tools are revolutionizing the world of marketing by changing the roles and practices of both companies and consumers. It provides the student with an understanding of the tools and techniques necessary to develop a digital marketing tactical plan for a commercial client. The module embeds Hootsuite Academy courses & Hootsuite Amplify training sessions into the curriculum, a key marketing technology which will increase employability, plus students will get multiple opportunities to meet, question and network with strong leading industry professionals.
Finance and the Economy Designed for non finance students, the module offers insight into the role of finance from a general business perspective.
The Discovery Project An introduction to business management from an applied perspective.
Management and Organisations Covers management theory and practice and offers insight into organisational behaviour.
Data for Decision Making An introduction to data, its uses and its key role in organisational successes.
Understanding the Consumer Understanding the Consumer examines the role of consumer behaviour, analysing individuals' and groups' behavioural concepts and theories in selecting, purchasing, using, and disposing of products or services. The fascinating field of consumer behaviour, which many regard as an applied social science, will provide an essential underpinning for other marketing modules. That underpinning includes areas relating to the interdisciplinary nature of consumer behaviour, such as psychology and the sociology of buying behaviour. The application of theory is of particular importance as major consumer behavioural changes are underway not least because of the development of the e-commerce marketing channels and globalisation.
Your Marketing Career Here we explore the wide range of marketing careers open to you when you graduate, introducing you to former LSBU marketing students, recruiters, and practitioners from across the profession. You build your business confidence by working alongside a commercial client on a project, and applying decision-making tools for yourself. We then focus on what it means to manage your marketing career. We spend hands-on time identifying the most exciting graduate marketing roles; developing a CV and cover letters that evidence how you fit them; and practising interview and assessment centre techniques with recruitment specialists.
Integrated Contemporary Communications Integrated Contemporary Communications module offers students a range of hands-on experiences when working in the field of media, planning and strategy through getting them involved in a live brief/ live case study. The roles and applications of marketing communications concepts and frameworks will be discussed alongside the processes of planning and developing an actual campaign for actual clients. In previous years, students have worked with many clients from various industries, such as Lush, White Claw or Stories behind things. They also partake in developing a Pop-up exhibition with Tokyo University of Technology to promote wellbeing, a project funded by The Great Britain Sasakawa Foundation. Besides tackling real-life challenges and showcasing their creativity skills, students will familiarise themselves with recent debates and contemporary issues in marketing communications. These range from the authenticity of communications to the challenges of delivering multi-sensorial experiences in a digital sphere.
Marketing Research and Digital Analysis Unlocking the potential of data is the key to unlocking the full potential of marketing. While many people are aware of its importance, not everyone knows how to use it effectively. That's why marketing research and digital analytics are so crucial. In this module, we'll show you how to convert different types of data into powerful management tools that can help you gain a competitive edge. By identifying the right metrics and understanding their relationships, you'll be able to put your knowledge into practice by analysing case studies. And by learning how to create effective data visualizations and dashboards, you'll be better equipped to meet the demands of the industry. With these tools at your disposal, the possibilities are endless.
Marketing the Customer Experience Understand the customer journey with a focus on online experience and its impact on overall performance.
Plus one option from:
Media Relations This module explores the role of contemporary media relations environment in the field of public relations practice. It provides students with an overview of PR media channels (traditional & digital), the changing media relations landscape and contemporary issues. Equips students with the professional skills to analyse the impact of media relations on society, business, government, culture, and NFP sector by applying the strategic media relations planning process to various commercial/NGOs clients. This module is highly participative, students will produce sharable content for blogs, writing and pitching new stories, media release writing and the role of AI in this process.
The Digital Economy
Fundamentals of Project Management
Global Marketing in the Digital Era Embark on a transformative journey with our course in Global Marketing in the Digital Era, tailored to equip professionals with cutting-edge knowledge and strategies. This comprehensive program delves into the complexities of international markets, providing a profound understanding of the digital landscape's impact on global business. Explore cross-cultural dynamics, emerging trends, and innovative tools, and master the art of crafting and executing international marketing campaigns. With an emphasis on data-driven decision-making and adaptive strategies, this course is designed to empower participants to thrive in the dynamic digital marketplace.
Managing Products and Brands Managing Product and Brands is not only relevant for those focusing on a career in Marketing but also provides a global view of how products and brands are managed to increase awareness, resonate with consumers and differentiate in a busy market. We deliver in an interactive style covering Brand elements, experience, online and digital, value of brands and apply theory to discussion on current brands and products. Assessment includes the development of your own sub-brand for Beverages, Audio or Retail sectors. Guest speakers including InterBrand, HSBC’s Global Head of Brand and specialist practitioners make this a really popular module.
Marketing and Digital Strategy and Planning Gain a competitive edge with Marketing Strategy and Digital Planning, the module that brings together all the key fundamentals of marketing to create one cohesive strategic plan. Conduct an in-depth audit of the marketing environment using case studies or live briefs and learn how to identify gaps in the market to unlock your business's potential. With a focus on applying creative segmentation and branding strategies, you will be equipped to achieve your aims and objectives strategically and effectively. By the end of the module, you will have developed a fully comprehensive strategic marketing plan to propel your business towards success.
Applied Project To truly take your career to the next level, you must go beyond the basics of marketing. You need to create unique knowledge that sets you apart from the rest. This is where strategic thinking comes in - the kind of thinking that top-level managers do every day. And you can learn how to do this too, with the Marketing project module. You'll discover how to use scientific data to identify needs and demands, and how to analyse and evaluate research to draw meaningful conclusions. But that's not all. You'll also conduct primary research that will contribute to the current understanding of your field. By doing this, you'll learn how to research and gain a competitive advantage that will set you apart from the crowd.
Plus one option from:
Strategic Marketing Channels Dive into the comprehensive course on Strategic Market Channels, designed to equip professionals with the knowledge and skills to effectively navigate and optimize distribution channels. This course explores the intricacies of market penetration, channel engagement, and sustainable growth through strategic channel selection and management. With an emphasis on data-driven decision-making and market analysis, participants will gain a profound understanding of channel dynamics. By the program's conclusion, you'll be proficient in crafting and implementing successful channel strategies, fostering lasting business success
Social Responsibility and Ethics This module introduces students to social responsibility and ethics concepts, theories and practices in contemporary marketing situations considering the dynamic nature of the digital business environment. The relationship between corporate social responsibility in marketing and business success is covered. The module covers theories of ethics, sustainable marketing, consumer behaviour, and the move towards cause-related marketing. In addition, this module introduces students to models of economic systems and how these systems may support or hinder sustainable marketing practice.
Contemporary Issues in Digital Marketing
At LSBU, we want to set you up for a successful career. During your studies – and for two years after you graduate – you’ll have access to our Employability Service, which includes:
Free employability workshops and events for students all year round; more details can be found on our event section.
Online board where you can see a wide range of placements: part-time, full-time or voluntary. You can also drop in to see our Job Shop advisers, who are always available to help you take the next step in your search.
LSBU Careers Hub offering group workshops on CVs, interview techniques and support, guidance on future careers, as well as loads of career resources, connecting you with employers, exciting events, 1-1 support and relevant workshops.
Our Student Enterprise team can also help you start your own business and develop valuable entrepreneurial skills.
Today’s marketing recruiters are searching for a mixture of general and industry specific skills. Our course is designed to ensure that our marketing graduates stand out from the crowd in terms of their overall knowledge of relevant theory, as well as their familiarity with core digital marketing technology and ability to apply marketing concepts in a work environment.
The course is specifically designed to appeal to candidates expecting to pursue a career in the digital side of the marketing function, particularly digital marketing, e-commerce, social media marketing and online communications. However, the overall degree fully prepares you for roles across the marketing spectrum, including, PR, Marketing Research, Brand Management and Digital Marketing.
Examples of job titles:
Marketing Executive, Marketing Manager, Marketing Director, Social Media Manager, Senior Account Executive, Marketing & Communications Executive, Campaign Manager, Global Webinar Specialist, Head of Ecommerce, Media Operations Manager, Consumer Brand Manager, Digital Marketing Strategist
If you’re looking for a role in marketing, you’ll be equipped to apply for roles in corporate marketing, advertising, public relations and market research. Marketing executives help develop marketing campaigns to promote a product, service or idea. The work can be exceptionally varied – from sourcing and placing adverts, to producing marketing materials such as leaflets and e-newsletters, to organising events.
Excellent writing and confident presentation skills are essential to work in marketing. Good people skills are also a must as networking is particularly important. So is having a creative and adaptive mind. A traditional career path leads from marketing executive to senior marketing executive, then to marketing manager, and finally to marketing director. However the marketing industry is very broad, with many companies in all different sectors requiring varying degrees of marketing expertise, so options for progression vary considerably.
Our marketing courses are designed with employability at their core. The concepts and skills which you will learn here are being applied in the workplace today – we consult with industry at the design stage, so we know that you will graduate knowing how to do the job confidently, and with some experience under your belt to prove it.
If you choose to undertake the (optional) Placement route with a British-based company where you can gain valuable industry experience, your employment prospects will improve further. Our best graduates are working with brands such as Unilever, Zenith Watches, traditional agencies including those in the WPP and Publicis groups and in leading-edge digital consultancies. Many are helping to build smaller entrepreneurial enterprises. They’re brand managers, marketing managers, account managers and consultants.
Continuing your studies
When you graduate from this course, you’ll be able to apply for further study at postgraduate level, and the academic strength of this course means that you can also consider entering the field of academic research.
London South Bank University is a long-standing accredited graduate gateway with the Chartered Institute of Marketing (CIM) and works closely together with this leading professional body to provide opportunities for our students and graduates.
Accreditation and exemptions
The CIM Graduate Gateway programme will provide our Bsc (Hons) Marketing with Digital graduates with an important opportunity to gain a professional qualification alongside their degree.
To be awarded the CIM Certificate in Professional Marketing or Professional Digital Marketing, our Marketing graduates are awarded two exemptions from CIM modules (Marketing and either Integrated Communications or Applied Marketing and Planning Campaigns) and need only pass one CIM elective to gain the CIM Certificate.
Our graduates are also exempted from one CIM module on the CIM Diploma in Professional Marketing or Professional Digital Marketing and therefore only need pass two CIM modules instead of three to gain that higher award.
This course has been developed following extensive consultation with industry practitioners and key marketing recruiters.
Almost all the marketing teaching team have industry experience across a wide range of roles and specialisations including Advertising, PR, Marketing Strategy, B2B Marketing and Digital Communications. Many are still actively involved in working with organisations either via applied marketing research or marketing consultancy.
Recent guest lecturers have included:
Bobi Carley, Head of Media & Diversity, ISBA
Caspar Mason, VP & Creative Director, Jack Morton WorldWide
Giuseppe Caltbiano, Senior Director of Marketing, Rock Content
Matt Davies,Head of Digital, Beamly
Lucy Headington-Horton, Senior Lawyer, Brand and Trademarks, World Intellectual Property Organisation
Mike Miller, Business Development Manager, Zonin
Andy Lack, Senior Director, Jigsaw Research
LSBU Business School is an esteemed member institution of the Business Graduates Association (BGA), an international membership and quality assurance body of world-leading and high-potential Business Schools who share a commitment for responsible management practices and lifelong learning, and are looking to provide positive impact on their students, communities, and the economy as a whole. BGA is the sister brand to the Association of MBAs (AMBA), the world's impartial authority on postgraduate management education.
As a BGA member institution, students of LSBU Business School are able to access BGA's individual membership, which offers a range of tools and resources designed to support the professional and personal development of business students and graduates, free of charge. This includes CV building services, a job search function, skill assessments, thought-leadership, partner discounts and much more.
A one-year industry placement is offered and you are actively encouraged to undertake a placement year. Full support is offered by LSBU Business School Employability Team.
Teaching and Assessment
All modules on the course are taught via a series of lectures and seminars. Many assessments are based on live case studies which offer you ‘hands on’ experience in key areas of marketing management, fully complimenting the academic learning on the course. In addition, key soft skills are embedded into the curriculum ensuring that you develop your presentation skills, interview technique, networking skills and CV development as well as other areas relevant to your eventual career.
The entire curriculum is guided by consultation with senior industry marketing professionals ensuring that content is highly linked to employability. Our strong links with senior marketing practitioners are used to expose you to exciting guest lectures, advice, networking and internships.
This course is assed via 100% coursework.
As an undergraduate student in LSBU Business School, your personal development and wellbeing is very important to us, so we have developed a personal tutoring system that is tailored to your individual and group needs.
Firstly, you will be allocated a personal tutor who will be available to you on a 1:1 basis as well as facilitating group personal tutoring sessions which will be designed to enhance your academic and personal development within your degree programme.
In addition to an allocated personal tutor, there will also be a personal tutor available ‘on call’ in a designated room, called ‘Talk’, for confidential 1:1 pastoral care meetings every day of the academic semester from 9am to 8pm. This personal tutor can be seen by appointment or within a few minutes in order to assist you with any concerns that you may have.
Our personal tutoring motto is that we want you to "Achieve, Succeed & Excel".