BA (Hons) Marketing with Advertising and Digital CommunicationsSouthwark Campus
The future’s bright
If you’re interested in marketing, but particularly advertising and digital communications, this course could be a great launch pad for your career. Along with a broad base of marketing knowledge, you’ll gain skills to set you apart as the industry shifts to digital formats and puts an increasing importance of new technologies in the marketing mix.
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 2020.
Why Marketing with Advertising and Digital Communications at LSBU?
During the course, you’ll have a chance to develop your communication and presentation skills, creative management and problem-solving skills, and numerical ability. The course covers consumer behaviour, market research, product development, distribution, pricing, communications, brand management, creative and media planning and digital marketing strategy.
- Principles of marketing
You’ll be introduced to the theories and practices of marketing providing you with an underpinning in the subject of marketing for further studies at Levels 5 and 6. The module acts as an introduction to the basic principles of marketing from which other modules can develop. These principles include the marketing environment, the marketing mix, marketing research and buyer behaviour.
- Marketing in a digital world
Building on what you learned in Principles of marketing, you’ll concentrate on the digital elements to modern marketing techniques – an essential area to understand in today’s marketplace. You’ll develop a solid understanding on which to base further digital development in your second and final years.
- Concepts of management
You’ll be introduced to personal development planning, which will help you to identify your goals and, ultimately, to achieve your aims. You’ll accomplish this by taking part in a structured coaching process, developing key skills, mathematical techniques and acquiring the knowledge you will need to succeed on an academic economics course or in a professional business environment.
- Accounting and finance for managerss
You’ll study the core elements of accounting’s regulatory framework, along with the characteristics of what constitutes useful accounting information. You’ll also develop an understanding of the underlying principles and methods used in recording financial data, as well as the preparation and presentation of financial statements.
- Business economics
You’ll focus on the ways that the business applications of economics can help managers and entrepreneurs to make better decisions when it comes to situations including pricing, advertising, financing, market entry and product development. You’ll be introduced to a range of essential economic concepts and methods, and be shown how they can be applied to understand the world around us. You’ll also consider the implications of the macro economy on the way modern firms operate.
- People and organisations
You’ll develop an appreciation of the complexities of understanding people and behavior within organisations. By studying theories of organisational behavior and people management practices, you’ll begin to understand why people behave in specific ways in the workplace.
- The consumer behaviour analyst
You’ll look at the role of the consumer behavior analyst, considering the behavioural concepts and theories of individuals and groups when they select, use and dispose of products, services or experiences to satisfy their needs and desires. Understanding consumer behavior is an important element of marketing, with major behavioural changes happening in the marketplace thanks to ecommerce and globalisation. It underpins your learning in other units thanks to its interdisciplinary nature, which includes areas such as psychology and sociology.
- The communications manager
You’ll examine the role of marketing communications management within the business setting, looking at the wide range of techniques need to plan, control and evaluate marketing communications objectives.
- The insight manager
You’ll cover the principles and practice of marketing research, from defining the problem through research design, analysis and conclusion. You’ll develop the knowledge, techniques and skills to plan and conduct a marketing research project, as well as to analyse and report the findings. The emphasis is on considering practical marketing research problems in different context, and you’ll be learning from Insight Managers from industry who will present real-world research problems for you to solve through live briefs.
- The innovation and product manager
You’ll learn about the methods marketers use to develop and manage their product range, whether that is in the form of goods or services. You’ll consider the product portfolio and its management, paying particular attention to innovation and new product development.
- Creative & media planning This module introduces students to the communications role of media planners and creative teams in today’s evolving and fragmented media landscape. Students will learn about the functions of media and creative teams within agencies. They will learn how traditional and digital media channels and a variety of creative techniques come together to meet clients’ marketing objectives through synergistic campaigns. Students will acquire the knowledge to apply appropriate measurement metrics to evaluate and control media choices in an integrated media campaign and produce the relevant creative to fulfil a client brief.
- Plus one option from across second year business modules
Optional placement year in industry (if you choose not to do a placement year, you will take the modules listed below in your third year).
- Advertising account planning This module investigates the role and function of the Advertising Planner. Planners represent consumers to brand clients and to creative teams, and are often researchers as well as strategists. We will experience how they work to discover and formulate the essential brand story then uncover new drivers of consumer response which lie behind “the big idea”. In the second part of the module we investigate marketing science in consumer behaviour: the communication strategy must change consumer behaviour so this knowledge is fundamental.
- Direct & digital marketing strategy This module builds on the knowledge of marketing technologies accumulated over Level 4 and 5, introducing the principles and theories of digital- and data-led marketing strategy and how to use these to synthesise relevant data to implement appropriate digital and direct business solutions. It provides an understanding of the concepts and skills required in today’s marketing environment, introducing the key building blocks of acquisition, retention and database marketing, together with the legal procedures needed.
- Brand management
You’ll learn to solve management problems by studying the key theories, frameworks and models of current brand marketing. This module prepares you for a career in brand management by using a practical approach to applying complex theories. You’ll be assessed in a variety of different ways, such as exams, group work and written reports.
- Marketing strategy and planning
On this module, you’ll learn how to apply your previous marketing learning to make sense of an unfamiliar commercial setting and the strategic position of one brand. You’ll consider competitive advantage and value creation in the context of a hierarchy of strategies, before considering its application through marketing planning. Working on the chosen brand, you’ll plan and conduct research, develop and deliver insight, and create a marketing strategy that can help the brand succeed.
- Marketing project (double)
In this academic project you’ll design and conduct research that challenges – and contributes to – marketing knowledge. With the guidance of a supervisor, you’ll manage your data gathering programme and analysis to find an answer to the challenge you posed, and produce a 12,000 word dissertation which draws on your knowledge from across the course.
The world of advertising is changing fast – and budgets have shifted from traditional above-the-line advertising media to new digital formats. The knock-on effect has been that media budgets are spread across formats, and managers must now take account of the number of screens we use each day – as well as the consistency and persuasiveness of the advertising strategy. With this degree you can hit the ground running – advertising agencies need informed graduates who are well-versed in industry practice, and this degree is distinctive in its conceptualisation and in its level of practitioner involvement.
Careers in Marketing
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.
We are University of the Year for Graduate Employment for the second year in a row - The Times and Sunday Times Good University Guide 2018, 2019.
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:
- An 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.
- Our Careers Gym offering group workshops on CVs, interview techniques and finding work experience, as well as regular presentations from employers across a range of sectors.
Our Student Enterprise team can also help you start your own business and develop valuable entrepreneurial skills.
Our central London location and large and enthusiastic network of alumni mean we have strong – and numerous – our marketing industry contacts. On this course, you’ll meet them during your studies and through frequent networking events. Last year our marketing students met managers of brands including Coca-Cola, Grazia Magazine, Lynx and Louis Vuitton Moet Hennessey (LVMH) and enjoyed guest lecturers from leading and award winning agencies including Ipsos-Mori, Dixon Baxi and Ogilvy & Mather UK.
Course modules are accredited by the Chartered Institute of Marketing.
- Since its introduction, the marketing programme has enjoyed strong links with the Chartered Institute of Marketing (CIM). This award is accredited by the Chartered Institute of Marketing as part of their Dual Award Programme. Only a limited number of universities in the UK hold such accreditation. As a result, our graduates are allowed direct entry with exemptions onto the CIM Professional Postgraduate Diploma in Marketing.
All of our Marketing degrees have an optional one-year placement module. You can take this between the second and final year of study. To give you a competitive edge when you graduate, you’ll be encouraged to undertake either a formal full year placement or to build a portfolio of work experience and voluntary work. Our students have undertaken marketing placements in companies such as Rolls Royce, InterContinental Hotels and Intel, as well as in smaller entrepreneurial businesses, and in communications, branding and sales agencies.
Teaching and learning
We focus on experiential learning, through a variety of real-time live case studies and an optional full-year placement – so you can apply your knowledge in a workplace environment and improve your employability in a competitive field. You'll be supported in your transition to Higher Education through coaching in year one and personal tutoring and mentoring at all stages.
Teaching is delivered through formal lectures, seminars and workshops in small groups, and online for each module through our virtual learning environment, moodle (which is available through your mobile or tablet). Project work is supervised in 1-2-1 sessions and lecturers are available for drop in sessions too.
|Lectures and seminars||Self-directed study|
As an undergraduate student in the 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".
Students in their first year of an undergraduate degree will also benefit from our BE programme. This programme is a proactive approach to student development that draws out our students' potential through a process of self-analysis, reflection, planning and action, enabling students to discover and decide upon their required needs.
Dr Dag Bennett
Lead for Postgraduate Research Students (PGR) in the School of Business, Associate Professor in Marketing, Ehrenberg Centre for Research in Marketing;
- A Level BCC or:
- BTEC National Diploma DMM or:
- Access to HE qualifications with 9 Distinctions and 36 Merits or:
- Equivalent Level 3 qualifications worth 106 UCAS points
- Applicants must hold 5 GCSEs A-C including Maths and English, or equivalent (reformed GCSEs grade 4 or above).
We welcome equivalent qualifications from around the world. English language qualifications for international students: IELTS score of 6.0 or Cambridge Proficiency or Advanced Grade C.
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.
How to apply
International (non Home/EU) applicants should follow our international how to apply guide.
|Mode||Duration||Start date||Application code||Application method|
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.
Read more about applying for accommodation at LSBU.
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
Fees and funding
Fees are shown for new entrants to courses, for each individual year of a course, together with the total fee for all the years of a course. Continuing LSBU students should refer to the Finance section of our student portal, MyLSBU. Queries regarding fees should be directed to the Fees and Bursaries Team on: +44 (0)20 7815 6181.
Year 1 FT Southwark SEPT
|UK/EU fee: £9250||International fee: £13780|
|AOS/LSBU code: 4941||Session code: 1FS00|
|Total course fee:|
|UK/EU (excluding any optional years) £27750|
|UK/EU (including any optional years) £27750|
|International (excluding any optional years) £41340|
|International (including any optional years) £41340|
For more information, including how and when to pay, see our fees and funding section for undergraduate students.
Please check your fee status and whether you are considered a Home, EU or International student for fee-paying purposes and for our regulatory returns, by reading the UKCISA regulations.
Possible fee changes
The University reserves the right to increase its fees in line with changes to legislation, regulation and any government guidance or decisions.
The fees for international students are reviewed annually and the University reserves the right to increase the tuition fees in line with the RPIX measure of inflation up to 4 per cent.
We offer several types of fee reduction through our scholarships and bursaries. Find the full list and other useful information on our scholarships page.
Dr Grace O’Rourke, Lecturer, Marketing
Dr. Grace O’Rourke lecturers in marketing at LSBU's Business School. She completed her PhD in University College Cork in Ireland and moved to LSBU in September 2018 to begin her first academic post.
Tomas Lloyd-Williams: starting university and internship success
Tomas is a first-year student studying (BA) Marketing. A motivated and outgoing entrepreneur, he is keen to take every opportunity that comes his way.
Out of the box thinking from LSBU marketing students
Marketing students benefit from exciting live business case problems as part of their studies here at London South Bank University - find out how our students have helped a Yorkshire-based business launch its new website
Lucy O'Brien, BA (Hons) Marketing, internship
Lucy O'Brien, BA (Hons) Marketing final year student and LSBU summer intern, would like to specialise in Media Planning following a visit to a media agency.
Desi Ilieva, BA (Hons) Marketing
How a spur-of-the-moment visit to our campus proved the first step to a dream career for one student, with a little help from her lecturers and a great internship.
Award-winning Marketing Scheme
Started by Mel Godfrey in 2005, the scheme – coined a 'Give-Back culture' – harnesses the experience, skills, networks and passion of LSBU Marketing alumni for the benefit of those still studying.
Personal Development is key to our students' success
London South Bank University (LSBU) recognises the importance of personal development being key to student’s success - with that in mind they have introduced a new module into first year's teaching throughout the School of Business.
Adel Abbes, international student, Marketing
Adel is on a sandwich course in Business Management and Marketing and is currently on a one-year placement in the international department here at London South Bank University (LSBU)
Encouraging student achievement through a wide range of extracurricular activities
The Business School are leading the way in offering students a very wide range of officially badged extracurricular HEAR Activities.