University of Lincoln Excels in Marketing
Students rated the University of Lincoln’s Marketing programmes as no.2 in the UK according to the National Student Survey 2011*.
*Statistics based on the average response of questions 1-22 (based on a five-point scale) of the National Student Survey as provided by unistats.com
Introduction
Customers and our relationships with them are at the heart of any business. Marketing is the function that manages and builds those relationships. It is one of the most important business functions and is key to the global economy.
This course aims to create specialist marketing graduates with a thorough grounding in the principles and practice of marketing. Students will gain an understanding in, and be able to use, marketing techniques and processes at a strategic and operational level and appreciate the role of marketing across a wide range of business functions and industry types.
There is an emphasis on contemporary developments such as the use of new technology, product and service innovation, and the evolving role of the marketing discipline.
This course is distinctive in that it provides the opportunity to assimilate key marketing skills and apply them through a variety of 'live' business environments and consultancy projects.
Course Content
Level One
Contemporary Business Analysis
Students are introduced to a range of economic concepts and basic analytical techniques. Upon successful completion of this module the student will be 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, such as unemployment and inflation and how this impacts on the environment of the firm
- Understand the links between the internal and external economy and how this impacts on the firm and its 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.
Business Planning and Forecasting
This module introduces some quantitative techniques which are fundamental to analysis, planning and forecasting in business. It promotes a 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 appropriate industry-standard computer technology for the acquisition, analysis and presentation of data (for example, Excel or SPSS).
Principles of Marketing
This module is designed to provide an introduction to the theory and practice of marketing. We aim to familiarise students with the key concepts and issues of marketing, giving them a thorough grasp of the sort of marketing decisions there are to be made and what factors affect them. Learning is somewhat directive and progressively students will be required to become more independent in their work. There are two different assessment types: individual essay writing and a group presentation. These prepare students for future modules in the course.
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.
Introduction to Advertising
This module 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 way modern PR is an important component of corporate life, in particular assurance of an organisation’s reputation. It is designed for students with no previous experience or clear idea about public relations and the professional activities of practitioners.
There are two main areas of study:
- The context of PR will give students the necessary theoretical background to PR by considering both communication models and professional public relations activities
- The practice of public relations to meet objectives giving students the opportunity to apply both the concepts and practical aspects of PR to a campaign.
Level Two
Buyer Behaviour and Market Research
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.
Managing Public Relations (Elective)
This module looks at public relations (PR) and how it works as a business in its own right, together with how it works as a function of other businesses. Like any other business or business function, PR must be managed if it is to achieve what it sets out to do; Managing Public Relations takes students existing basic knowledge of PR and raises it to embrace the fundamentals of day-to-day business management in order to provide students with a clear image of the establishment, structure and style of a PR consultancy, linked to the professional processes that go on within the business. The module also considers the role of PR within an organisation, considering the similarities and differences between the structure and performance of consultancy and in-house PR resources.
Media Planning for Advertising (Elective)
This module provides an in-depth analysis of the media industry. It is concerned with media selection and the decisions that should be considered when placing advertisements in the media. This analysis ranges from the future of broadcast television (Communications Act www.ofcom.org.uk) 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 9brand) or service to be advertised.
Marketing in Practice
This module considers the key influences on marketing, 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.
Relational Strategies and Interactive Media
Relationship marketing is viewed as the process of creating added value for organisations by managing their relationships with internal and external stakeholders. These can include customers, employees, suppliers and distributors. This module broadly defines the task of relationship marketing to exist in a marketing and managerial perspective. It will focus on relationships and the networking process. It will also critically examine some important theoretical contributions in this area. Students will learn how they can conceptualise relationship marketing strategies and how they can subsequently be applied in practice, e.g. in a B2B environment.
Services Marketing
Increasing standards of living and wealth in western society has resulted in more of the working 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 tend 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
Optional Work Placement Year
Level Four
Developing Business Enterprise
This module has been 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 practically 'how businesses grow' and how they can make positive contribution to this growth. This module aims to bridge the gap between theoretical principles and practice orientation.
Dissertation (Elective)
The dissertation is a major independent piece of work intended to develop a student’s ability to actively engage with core disciplinary issues. The dissertation focuses on analysis, synthesis and critique. In undertaking dissertation research, students are required to 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 prescribed by Lincoln Business School and detailed to staff and students in their respective study and supervisor guides. In addition, students also have the option of attending supportive workshops on: planning; focusing a topic, research methods, constructing a literature review, and writing.
Consultancy Project (Elective)
This module has been so designed that participants in the module will be given 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 and to work in small groups to attempt to find information and ideas that offer meaningful solutions to the client company. This module can be as challenging as it is engaging. It offers an opportunity to apply knowledge gained from the degree programme in a real world environment. This module prepares to bridge the gap between the classroom and industry and directly prepares students for employability.
Placement Project (Elective)
The University has a strong commitment to providing academic programmes with high vocational relevance. This relevance is maintained through working links with local, national and international organisations and, in particular, through student work placements. 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. It is more, therefore, than simply obtaining work during a gap in study. Placements should enable students to experience at first hand the daily workings of an organisation while setting that in the broader context of their studies.
Marketing Communications
The module places marketing communications in the context of business and marketing strategies and the development of marketing communications objectives based on this context. Theories of information processing and buyer behaviour, both at individual and organisational level, are explored and applied in the development of communication plans. Particular emphasis is placed on the discussion of the elements of the communications mix, the media selection and the evaluation of the effectiveness and efficiency of communications.
Global Marketing Strategy
The main aim of this module is to assist the student in becoming equipped with a range of skills which will enable them to think strategically in the context of this globalised business world. This module considers the strategic marketing implications for companies operating in a rapidly changing and dynamic global business environment. For many organisations, the importance of a global perspective and strategy is vital to long-term success. Competitive marketing strategy, examined in a global context, is a market oriented approach that establishes a profitable and sustainable position for the firm against all the forces that determine industry and ultimately international conditions of trading. This module is about how organisations create and maintain a viable position in today’s complex business world. It seeks to examine the kind of thinking that can underpin successful marketing strategies and their practice. Successful marketing organisations are the ones which now and in the future, will be ones which have the skills to manage multiple strategic processes.
How You Study
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.
How You Are Assessed
The assessment strategy adopted within this degree 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, to test knowledge of basic principles, and to guard against potential plagiarism.
Assignments are used to 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.
Special Features
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.
Facilities
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.
Is This Course Right For Me?
The Marketing course combines intellectual rigor with personal development. It provides an academic grounding in key topics such as 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.
What Will I Gain From The Course?
Students will gain a sound grasp of the principles of Marketing. These skills will be developed to enable them to understand the business environment within which they will be operating.
Students will be taught to understand market opportunities and challenges and how to develop strategies and operations that enable companies to become competitive in their market place.
Careers
Our graduates are sought after by employers across a wide range of marketing disciplines.
Destination surveys show that our students have opportunities in Marketing, Account Management, Advertising, Communications, Market Research, Consultancy Project Management and indeed Management in general.
Many of our graduates choose to work for international organisations while others choose to remain more local. Both public sector and private sector organisations appear strongly.
It is evident that employers of all sorts appreciate the value of our Marketing courses and especially the graduates that successfully complete them.
What We Look For In Your Application
Inquisitiveness, energy, interest and commitment.
What Skills Will I Need?
No specific skills are required, although an interest and curiosity about the world of Marketing is valued.
The course is contemporary and practical and involves a good deal of participation and problem-based learning.
Entry Requirements
Students will need 260 UCAS points to gain entry onto this course (2012 entry). These should be from at least two full A-Levels, preferably three (or equivalent). Students will also need at least five GCSE’s Grade A-C which must include English Language and Maths.
We encourage applications from mature students and we will give special individual consideration to those who are in this category and do not have the standard entry requirements.
Students whose first language is not English will also need British Council IELTS band 6.0 or above or equivalent.
Fees
| 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.
