BA (Hons)
Advertising and Marketing Communications
LU1 3JU, Luton campus
Overview
Learning
Careers
Entry
More...
Course Summary
Advertising and marketing communications is crucial to businesses today, and this course covers all the areas of this increasingly sought-after knowledge base.
During stage one marketing will be related to other essential elements of organisational success including finance, human resources management (HRM), operations, public relations and e-Business. Following this, study will turn towards international business and marketing. You will delve into subjects as diverse as branding, buyer behaviour, distribution and competition. At this level you will also continue to further your knowledge with specialist units in marketing communications involving media analysis and planning.
In your final year you will undertake a variety of active, integrated and practical assignments that will help you cement your knowledge by using it in the strategic marketing context. This is supported by external brand communications agencies to whom you will present your ideas.
Why choose this course?
Upon graduating from this course you will be well-placed to explore opportunities in a variety of areas. These include direct marketing, corporate communications, sales and promotion, media planning and buying, brand management, advertising planning and research roles.
During the course you will:
Participate in the annual Young Creatives' Network (YCN) competition
Work on real campaigns and present them to external clients, who may be potential employers
Enjoy a course in which almost 50 per cent of study is focused on specialist areas including public relations, advertising planning and direct marketing
Areas of study you may cover on this course include:
In order for the student to demonstrate achievement of learning outcomes and the quality of performance a wide range of assessment methods are employed: written and oral work group and individual examination reflection hard-copy portfolio work case study analysis and creation, creative strategic integrated campaigns, an applied dissertation incorporating critical analysis of research methodologies, a literature review and a research proposal.
Educational Aims
To develop students intellect and to stimulate their imagination
To increase their powers of understanding and judgement
To build skills of problem-solving, analysis and to promote their transferability
To encourage independence in judgement and an awareness of the students own abilities and development needs
To help in developing a creative and enquiring approach to life and work
To provide an in-depth understanding of the theory and practice of marketing communications within a business and general marketing context
To develop the skills and confidence to operate successfully within the communications industry
To develop expertise in the range of marketing communications specialisms
To cultivate the ability to draw together and integrate diverse communications elements into a coherent and effective campaign
To provide a specialist marketing communications education
To enable students to inter-relate marketing communications activities with other business disciplines
To develop a critical awareness of current marketing communications practices
To prepare students for life-long learning
Student support
Customised Induction by the International Office Erasmus Team and Level 3 Induction within the Business School.
A dedicated 2+1 Marketing Field course manager/personal tutor.
Access and encouragement to access all university support facilities.
Team working
Team working is fundamental to a career in Marketing Communications and hence the course seeks to develop excellent team working skills. You will work and produce a diversity of output extensively in teams.
Successful team working will be essential to your personal development and your performance on the programme. You will have the opportunity for team work in most units, and are able to develop skills in self and peer assessment.
Teams will encounter difficulties at times and in the later years of the course and you are encouraged to resolve difficulties yourselves with minimal staff intervention as this is part of the learning experience. In higher level units students will be expected to reflect on their group working and critically evaluate their teams performance.
Career Management Skills
Career-related skills and the relevance of activities and knowledge will be stressed in each unit. In the marketing communications units you will be required to assume client- and agency-side roles in the creative planning process. Additionally, there will be input from sector press e.g. Marketing Week, Campaign, PR Week on jobs, agencies, campaigns. In Marketing Communications Practice and Employability you will work to professional standards on real client briefs and present these to demanding external clientele, creating the possibility of internships. You will also be required to produce a portfolio of best practice work and to draft customized CVs. You will be made aware of the universitys services regarding employment and career development and of online advice.
Career/Further study opportunities
Career:
Integrated brand communications
Specialist agency or in-house functions e.g. advertising, public relations
Client-side brand management
Further study:
Specialist areas of marketing communications e.g. corporate communications, media planning
Entry
Additional:
Diploma of Hamburger Akademie to be accepted for direct entry to Level 6 (final year honours)
Diploma of Werbe & Medien-Akademie Marqardt (WAM) to be accepted for direct entry to Level 6 (final year honours)
UK students Undergraduate entry requirements
Standard entry requirements for Foundation degrees (FD/FdSc)
A foundation degree will be of particular interest if you have completed a Modern Apprenticeship, vocational A levels, BTEC National or equivalent.
Foundation degrees are also particularly suitable if you want to qualify while working.
As a guideline, a typical offer would require you to obtain a UCAS tariff score of between 80-120 points, based on your level 3 studies.
Many students studying for foundation degrees come to us through work-based routes so you can apply for a foundation degree even if you don’t have traditional academic qualifications.
We welcome applicants with relevant work experience.
Standard entry requirements for Undergraduate degrees (BA/BSc)
We will consider you as
an individual and take into account all elements of your application, not just
your qualifications. We are looking for both breadth and depth in your
current studies as well as enthusiasm for the subject you wish to study.
The general requirement is one of the following:
UCAS Tariff Score greater than 200, which should include either two A level passes or an AVCE Double Award
An Access qualification
Equivalent
qualifications such as Irish Leaving Certificate, Scottish Highers,
International Baccalaureate or BTEC National Diploma
Students from the European Union
Entry requirements
As a general guide, to apply for a place on an undergraduate course (BA/BSc) at the University you need to have completed your high school education and have the required English qualification.
We have students from all the European Union member countries so we are quick to make decisions on most qualifications.
How to apply
International students
Undergraduate applications (BA/BSc) can be made direct to the University or via our representatives in your home country. If you intend to apply to more than one university in the UK you should apply via UCAS. If you want to apply to the University of Bedfordshire only you should apply directly using our international application form (link below) or via our representatives in your home country
Postgraduate applications should be made directly to the University using our international application form (link below) or via our representatives in your home country
Healthcare, nursing and midwifery students Many of these courses are not available to overseas students due to UK immigration law in regard to bursary funding. Please contact international admissions to find out if you are eligible to apply
BA Nursing Studies Level 3 (with or without Overseas Nursing Programme) is available to overseas students - please contact International Admissions by email at international-admissions@beds.ac.uk for further information
(Please note that applicants on a full student visa are not eligible for part-time study)
Course application form for international students
We recommend that you apply directly to the University where possible, as this allows us to offer the quickest turnaround time for your application.
Application forms for accommodation in the student halls at Bedford campus and Luton campus are available in the Student life section
Accreditation of prior certificated learning (APL)
APL is available for international students applying for undergraduate (Bachelor degree) study. Please do not use this APL form to apply for postgraduate courses.
Use the APL form to tell us about any non-standard qualifications and/or work experience you have that you think should be taken into consideration with your application. `
The APL form should be submitted at the same time as the course application form.
We regret we are unable to process APL forms from students who have not submitted a formal course application form.
Professional, Statuatory and Regulatory Body Accreditation
None
Students with disabilities
No course elements for the 2+1 programme require special consideration in respect of disabled students.
Skills Development
Communication
To help with the development of this you will:
Write a variety of reports in an appropriate business format
Write analyses of case studies
Write essays in an appropriate academic style with referencing
Participate in group presentations of your work
Work in groups, learning to listen effectively and to influence and persuade a small group of colleagues
Information Literacy
To help with the development of this you will:
Use market research reports
Use a database of newspaper articles
Use academic journals
Learn to identify appropriate sources of information for a particular business or academic task
Use information from a number of sources as a base for making decisions on business tasks set in relation to real businesses
Use a range of information sources to write an essay on a given topic
Research and Evaluation
To help with the development of this you will:
Learn to select appropriate information to use for a particular task
Carry out quantitative analysis of data provided and draw conclusions about the nature of the problem presented
Apply theoretical models to given case studies and draw conclusions
Learn to develop an argument through the selection and logical presentation of
information and ideas in an essay
Learn to develop your own point of view about a business problem or academic question based on evidence
Creativity and Critical Thinking
To help with the development of this you will:
Practise techniques of lateral thinking and brainstorming in given exercises
Use brainstorming to generate options as solutions for given business tasks
Use critical thinking in case studies, exercises, business projects and academic essays
Improving learning and performance
You will be exposed to many formative assessments, receive feedback and be required to demonstrate reflection on feedback. Several elements of the programme have reflective assessments. Throughout the three years you will be expected to take co-responsibility for skills development and knowledge acquisition. Study skills will be introduced at the outset of the programme and will be re-iterated in the context of each unit and each units activities and assessments.
Progress files
N/A
Professional standards
The BA (Hons) Advertising and Marketing Communications course aims to provide a basis for career entry and development in a highly competitive sector which makes great demands on employees. In the real world there are standards of behaviour, attitude and performance for which the degree is the training. Consequently, relevant professional standards will be made explicit, re-iterated and applied at all times. On the lecturer side such standards would concern for example support in the form of structure, relevance and up to dateness of curriculum and through guidance, stimuli and feedback.
For the student professional standards imply that study is a priority and that this is measurable in attendance, punctuality, preparation, positive classroom contribution, honesty in academic work and a sense of responsibility towards and understanding of fellow students. These standards are generic and apply in all units and in all three years of the programme.
In particular:
Staff and students should ensure contact details are current; staff should ensure that their availability is publicised and appropriate communication channels are agreed
Students are expected to attend all classes; where there are mitigating circumstances staff must be informed promptly
Staff and students must arrive on time for classes
In all situations students and staff should dress and act appropriately
Staff and students should work to sustain a culture of mutual respect
All assessed work should be a students own and correctly referenced where material is taken from other sources
Staff and students must prepare appropriately for all sessions
Full and active participation in classes is expected from all parties
Electronic devices must not be used during classes without express permission and mobile telephones must be switched off
Student concerns should be raised promptly, through the appropriate channels
Strategy for developing and embedding the professional standards
None.
2+1 students are mature individuals with substantial work experience who have a professional attitude to work and study.
