BA (Hons) Advertising and Marketing

Level One

Business Planning and Forecasting

This module introduces the quantitative techniques fundamental to analysis, planning and forecasting in business. It promotes critical awareness and understanding of some of the processes, techniques and technology by which numerical information can be collected and communicated. Students practise the systematic use of computer technology for the acquisition, analysis and presentation of data (for example, Excel or SPSS). Students are expected to develop these skills independently rather than in a class-contact situation.

Principles of Marketing

This module is designed to provide an introduction to the theory and practice of marketing. Students are familiarised with key concepts and issues of marketing, giving them a thorough grasp of marketing decisions and what factors affect them. Learning is somewhat directive and progressively students are required to become more independent in their work. There are two different assessment types: individual essay writing and a group presentation. This prepares students for future modules in the programme.

Contemporary Business Analysis (Double Module)

Students are introduced to a range of economic concepts and basic analytical techniques. Upon successful completion students are able to:

• Explain the workings of the price mechanism, the labour market and various forms of market failure 
• Explain the relationship between the firm’s costs, revenues, prices and outputs within various market structures 
• Analyse the interaction between entrepreneur, the firm and its external environment 
• Analyse the inter-relationships between government and key macro-economic indicators 
• Understand the links between the internal and external economy and how this impacts on the firm andits external environment.

Organisational Behaviour: Evolving Perspectives of Management

A number of competing and contrasting perspectives of past and present thinking on management are explored. In considering the changing and evolving roles of management and managers, the module acknowledges that the study of organisational behaviour is multi-disciplinary and draws in particular from psychology, social psychology, sociology, economics and political science.

Introduction to Advertising

This introduces students to the theory and practice of communication and, more specifically, advertising. Students are encouraged to understand a range of core communication models and theories, in order that they can analyse the likely impact of media messages on target audiences. The module examines the theories of advertising and introduces students to the various conceptual frameworks which attempt to explain how advertising works. The crucial aspect of this module is the discussion of advertising within the broader marketing environment.

Introduction to Public Relations

The module provides a broad introduction to corporate public relations (PR), including the role of PR within corporate life, in particular, the assurance of an organisation’s reputation. It is designed for students with no previous experience or knowledge of public relations and the professional activities of practitioners.

There are two main areas of study:

• The context of public relations
• The practice of public relations to meet objectives.

Financial Communications

Students develop an understanding of the relevance of finance and accounting and some of the current issues facing business people. It is not an introduction to the technical side of accounting, rather, non-specialists can gain the ability to understand and comment upon issues which will arise upon pursuing a business career. Most organisations spend considerable time and money producing 'Financial Communications' and the module examines the underlying reasons behind this behaviour and the extent to which these communications achieve their objectives.

Level Two

Buyer Behaviour and Market Research (Double Module)

This module prepares students for the use of market research techniques in order to help companies understand the nature of buyer behaviour activity. Students develop a critical perspective of how an understanding of buyer behaviour can be used by marketers to develop competitiveness. The module is also designed to equip students with the knowledge and skills to understand and initiate customer market research activities.

Media Planning for Advertising

This provides an in-depth analysis of the media industry. It is concerned with media selection and the decisions to be considered when placing advertisements in the media. This analysis ranges from the future of broadcast television to the effectiveness of 'media' used by retailers. The module provides students with an ability to make media choices that are most effective for advertising campaigns in the context of the product (brand) or service to be advertised.

The Advertising Process (Double Module)

This module looks at how advertising works at a number of different levels. It examines the effects of advertising on economies, markets and brands. The sales effectiveness of advertising is considered and how this can be understood, observed and interpreted. The module examines how people respond to advertising psychologically, and how this can be conceptualised. How these responses can be predicted and measured is hence addressed. The implications for advertising strategy, remuneration and evaluation are also studied.

Marketing in Practice (Double Module)

This considers the key influences on marketing, thus helping students to understand the issues involved in making marketing decisions, the relevance of competition to marketing decisions, the implementation of marketing in the organisation and selected applications of marketing. It is both theoretical and applied in nature, requiring students to use relevant concepts, models and frameworks both in the analysis of case material and when developing their own product concept.

Services Marketing

Increasing standards of living and wealth in western society has resulted in more of the population earning their living from providing services. More of our income is spent on services rather than manufactured goods and this will continue to be the case. Traditional marketing teaching tends to be product-based, rather than reflecting the importance of the consumption of services and its implications. This module addresses this gap in current marketing education.

Level Three

Work Placement Year (Optional)

Level Four

Developing Business Enterprise (Double Module)

This module is designed to enable students to quickly assess the nature of business, understand challenges and opportunities and to make effective decisions that will enhance company activities and profitability. The overriding goal is for students to understand how businesses grow and how they can make positive contribution to this growth. It also aims to bridge the gap between theoretical principles and practice orientation.

Strategic Planning for Advertising (Double Module)

As a part of this module, students are expected to produce a strategic communications plan that incorporates the use of advertising. Students will also learn to appreciate that strategy differs according to the values of particular organisations and individuals. To explore 'strategic planning' within the field of advertising, the notion of strategy is considered within the context of strategic business plans and marketing plans (these are typically precursors to the advertising planning process).

Developing Brands Through Advertising (Double Module)

Effective advertising is crucial for the appropriate communication between brands and consumers. Indeed brands themselves have personalities; they have an image and character that consumers may use as the basis of the relationship they may have with brands. Often we may see brands as an extension of our own personality, and as representations of our achievements in life. This module will look at the fundamental role and effects of advertising, in the development and sustenance of brands throughout their lives. Students will identify the role of visuals and semiotics in brand communications, and it will identify measurable effects of advertising on brand success.

Dissertation (Double Module, Elective)

The dissertation is a major independent piece of work intended to develop students' ability to actively engage with core disciplinary issues. Students should demonstrate the ability to identify, organise and select from a large body of material in order to produce a coherent, well defined and internally consistent representation of their findings. Students work with their supervisor to research, develop and present their study for assessment following the agreed formats as prescribed by Lincoln Business School.

Consultancy Project (Double Module, Elective)

This module is designed to give students the opportunity to work as Marketing/PR/Advertising consultants on a 'live' company project. The overriding goal is for students to experience real company problems first hand, working in small groups in order to find information and ideas that offer meaningful solutions to the client company. This module offers a chance to apply knowledge gained from the degree programme in a real world environment.

Placement Project (Double Module, Elective)

The aim of the placement is to give students a continuous experience of full-time work within an organisation. It should be a three way co-operative activity between employer, student and University from which all parties benefit. Placements enable students to experience first hand the daily workings of an organisation while setting that in the broader context of their studies.

Students are encouraged to develop independence in their thinking and managing their own time within a framework of direction and support offered by teaching staff. Throughout the course, students are sensitised to issues of codes of professional conduct and ethical behaviour.

Most modules include some lectures. These are designed to inspire and motivate students, introduce them to particular topics and give an overview of current issues and debates within the discipline. Some are given by visiting practitioners who provide 'live' case material and offer students industry contacts and careers advice. In addition to tutor-directed seminars, students are encouraged to form their own learning and support groupings.

Our approach is one of collaboration between staff and students. Emphasis is put on using the student group as a resource for learning. In seminars, which typically involve numbers of fewer than 20, students are able to articulate their own thoughts and clarify ideas through discussion with others. A variety of learning methods used including in-class group exercises, discussions, presentations, evaluation of sample material, and case study analysis. Student participation is encouraged from the start and set as the norm for the rest of the course. Students are expected to prepare prescribed material for seminars as well as generally keep abreast of current developments in their discipline.

The assessment strategy is designed to address the intended learning outcomes of individual modules, and reflect progression through the various levels of the course. The different methods used ensure that a student has a variety of opportunities to demonstrate their abilities.

Assessments become increasingly demanding in their content and complexity as the course progresses.

Examinations are included to test students' ability to work under time-constrained conditions and test knowledge of basic principles.

Assignments allow students to manage their own time, develop their research and analytical skills, and explore subjects in greater depth. They take a range of forms including essays, reports, and oral presentations prepared individually and in groups.

Lincoln Business School is based in the David Chiddick building alongside Lincoln Law School.

The building was completely refurbished in 2010 and provides students with teaching and learning space including lecture theatres, workshop rooms, an IT/language lab and a mooting chamber, along with places to meet and eat with friends and staff.

The building provides high quality spaces for teaching and group learning and is the perfect setting for successful Business School students to learn and develop.

The aim of all the courses in the Business School is to produce independent, enquiring, knowledgeable graduates who enjoy learning, are enterprising, employable, self-aware, able to take career and other opportunities in life, and able to make a positive contribution to society.

All courses run by Lincoln Business School offer students work placement opportunities. These fall within two broad categories:

• A short placement of up to 12 weeks. This is designed to fit in the break between the second and final levels of the degree course
• A full year (academic year) of work placement, funded by full-time paid employment. This is designed to last between 40 and 46 weeks. 

Each student’s experience can include one of these types, and preferably also other work experience such as relevant casual work, voluntary or social enterprise activity or leadership within student clubs and societies.

The Advertising and Marketing course combines intellectual rigor with personal development. It provides an academic grounding in key topics such as Advertising and Marketing theory and practice, strategic use of communications and the applications of strategy to achieve business development objectives.

Our aim is to enable the personal development of each individual student and this is a key focus of the course.

Students will gain a sound grasp of the principles of Advertising and Marketing. These skills will be developed to enable them to understand the business environment within which they will be operating.

The aim of the course is for students to understand market opportunities and challenges and how to develop strategies and operations that enable companies to become competitive in their market place.

Our students are sought after by employers across a wide range of business disciplines in both the public and private sectors.

Destination surveys show that our students have opportunities in advertising, marketing, account management, communications, market research, consultancy project management and management in general.

No specific skills are required, although an interest and curiosity about the world of Advertising and Marketing is valued.

The course is contemporary and practical and involves a good deal of participation and problem-based learning.

2012 Entry	UK/EU	International
Full-time	£9000	£10499
Part-time	£75 per credit point	£88 per credit point
Placement (optional)	Exempt	Exempt
Assessment Only	£38 per credit point	£44 per credit point

 

2013 Entry	UK/EU	International
Full-time	£9000	£11130
Part-time	£75 per credit point	£93 per credit point
Placement (optional)	Exempt	Exempt
Assessment Only	£38 per credit point	£47 per credit point

For further information and funding your study please see our Fees & Funding pages.

Fees and Funding