Marketing and Advertising | BA (Hons)

Course Overview

Successful marketing lies at the heart of commercial success, and professionals with the skills, knowledge, and creativity to deliver powerful national and international marketing campaigns are highly sought after.

BA (Hons) Marketing and Advertising aims to develop graduates who have an understanding of the role of these key functions in business and society, and to be equipped for roles across the full spectrum of an ever-evolving marketing industry, from insight through to action and from both client and agency side, within advertising, branding, and marketing communications. To achieve this, you are encouraged to develop the ability to apply marketing techniques at strategic and operational levels to meet business objectives, and to be creative problem solvers with confidence, business acumen and skills in persuasive communication, presenting, and teamwork.

You will be introduced to the fundamentals of strategic marketing and advertising communications, including buyer behaviour, brand development, the advertising process and creativity, media planning, ethics and responsibility, and global marketing. This degree specifically addresses the rapid growth in digital marketing and the need from industry for new graduates with knowledge of marketing, advertising, and digital awareness and skills.

Why Choose Lincoln?

Subject ranked in the top 20 in the UK for overall student satisfaction*

Accredited by the Chartered Institute of Marketing (CIM)

Hands-on experience during a professional practice year

Optional year-long study abroad

See marketing in action during optional field trips

Graduates working at Airbus, Amazon, Asos, Sky, Sony, and Twitter.

*National Student Survey 2022 (out of 91 ranking institutions)

How You Study

Key aspects of the industry are explored and debated as students move from a general business, marketing, and advertising grounding in year one to more specialist modules in years two and three. The focus is on building marketing and advertising competencies, such as creativity, problem-solving, oral and written presentation, and persuasive communication.

In the first year, you are introduced to the foundations of marketing, advertising and general business, including examining organisational behaviour and understanding business data.

In the second year, the course builds on these foundations exploring concepts and processes such as strategic marketing planning and the application of advertising and marketing. In the final year, modules explore specific areas of marketing, media, branding, and advertising, alongside an independent project where you can choose to focus within the field of advertising and/or marketing.

Modules

† Some courses may offer optional modules. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Business Environment (Micro) 2024-25ECO1032Level 42024-25This module explores a range of economic concepts and basic analytical techniques. The focus of the module is the Financial Times (FT). The FT covers issues relating to operations management, accounting, HRM, economics, and finance, all of which are relevant to a business degree. Students are encouraged to keep abreast of current events in the commercial environment, which can help when competing for placements and employment opportunities in the commercial world.CoreData Analytics for Business 2024-25ECO1031Level 42024-25This module develops some quantitative techniques that underpin research and business analysis. It promotes a critical awareness and understanding of some of the processes, techniques, and technology by which numerical information can be collected and analysed. In addition to helping students become competent in relevant numerical techniques, it anticipates the requirements of later modules, such as independent study, that entail analysis of numerical information using statistical tests.CoreFinance for non-specialists 2024-25FIN1012MLevel 42024-25This module is designed to provide an introduction to basic business finance for non-specialist students. The module explores the essential elements of business finance, which are required for a career in business, in any discipline.CoreIntroduction to Advertising and Digital 2024-25ADV1004MLevel 42024-25This module introduces the theories and practice of advertising, to help provide an understanding of advertising and communications that will underpin the more specialist modules in the second and third years. Students can examine theories of advertising and conceptual frameworks which attempt to explain how advertising works. The module reflects on different media, across traditional and digital platforms, and introduces a range of core communication models, in order to analyse the likely impact of media messages. It will also reflect on advertising within the broader marketing environment, such as how advertising aids marketing management, ethical considerations, and the impact of new technologies.CoreOrganisational Behaviour 2024-25MGT1022MLevel 42024-25This module is intended for students who are interested in understanding the way people work, as individuals and as group members in firms. The module explores essential topics in a clear, concise and informative manner, aiming to introduce students to the interpersonal perceptual processes in a work environment; the key behavioural factors determining effective and ineffective groups; the usefulness of theories on leadership/management styles; and the difficulties in implementing change in organisations.CorePrinciples of Marketing 2024-25MKT1001MLevel 42024-25This module provides an introduction to the theory and practice of marketing, as well as marketing technologies that will underpin the more specialist marketing modules at higher levels. Students are introduced to the key concepts, terminologies, and issues of marketing not only in specific businesses, but also in a broad social context. The module shows how sustainable market success can be achieved through business environment analysis and customer-centred product/services development. The module will examine the customer journey and stakeholder engagement to evaluate the impact of marketing activities on consumers, the environment, and society. Students will also benefit from gaining insights on the latest marketing thinking, trends, and techniques; learning from experienced marketing practitioners and developing creative mindset, cognitive flexibility, social and emotional intelligence to manage the plethora of opportunities and challenges that will help them to success in future world of work.CoreProfessional Development 2024-25MGT1027MLevel 42024-25This module is designed to enable students to identify potential career paths, understand power, emotional intelligence, and responsibility in a professional context. Moreover, the module can enhance the students' understanding of the graduate job market and the skills they need for meeting employer requirements and securing a job. Assessments enable the students to map their skills and competences based on the analysis of job descriptions and practise interview and presentation skills. In addition to lectures and seminars, the students can learn from industry guest speakers who will share their personal career journeys and provide detailed advice on specific graduate job opportunities.CoreThe Marketing Professional 2024-25MKT1006Level 42024-25This module is designed to enhance the knowledge, understanding, and skills students need to foster a career in marketing. The module aims to increase awareness of the role of marketing within the organisation and the key concepts that underpinned the activities of the marketer. Students will have the opportunity to start planning for their careers and developing their employability skills for a marketing environment.CoreAdvertising Process 2025-26ADV2014Level 52025-26Building on knowledge gained in first year modules on marketing and advertising, students will look at how advertising works at a number of different levels. It particularly explores issues relating to the dynamics of the advertising and media agency sector to familiarise students with the issues faced by clients and agencies in their relationship with each other and the deliverables they produce. The relationship is considered from both the agency and client perspective, developing students' understanding of the roles and functions in the process of creating advertising, with the aim to foster an appreciation of the level of detail and understanding involved to deliver effective advertising communications. Students can appraise how people respond to advertising psychologically and how this can be conceptualised. The module will cover contemporary issues in advertising, including social and ethical issues, and the breadth of traditional and digital advertising.CoreConsumer Behaviour 2025-26MKT2017MLevel 52025-26Understanding how consumers really behave has been identified as one of the fundamental issues which serve to distinguish marketing from other disciplines. This module explores the thoughts , feelings, and actions of people in the consumption process. The module is designed to equip students with the knowledge and skills to understand what consumer behaviour is, why it is important for marketers and organisations, and how to initiate customer research activities to explore the increasing complexity of customer behaviour. The focus will be around exploring how consumer attitudes and behaviours are formed and strategies adopted by marketers to influence the consumer decision-making process.CoreDeveloping Advertising 2025-26ADV2018MLevel 52025-26This is a 15 credit module that develops from ADV2014 in semester A. The overall aim for these two modules is for students to develop an understanding and awareness of advertising, from a theoretical, managerial, and practical perspective. Students build on concepts and theories of how advertising works, with further reflections on advertising creative executions and the creative contribution to the advertising process. This module fosters an appreciation of the creative aspects of advertising and students will examine the creative contribution to the advertising process, in particular what it is and who makes it, alongside considering different creative styles and techniques. Students can also learn how to present creative work to agency staff and to clients, to evaluate creative work, and to give and receive constructive feedback.CoreEthics, Sustainability and Responsibility 2025-26MGT2291MLevel 52025-26This module builds on the principles of the United Nations Global Compact and the ‘purpose’ of the Principles of Responsible Management Education, as well as the ‘essence’ of the World Business Council for Sustainable Development, Vision 2050, to develop the knowledge, skills, and capabilities of students to be future creators of sustainable value for business, and to work towards an increasingly inclusive society and a more sustainable global economy. This involves rethinking and reengineering business strategies and activities, to understand organisational constructs and influences, as well as that of their ’own agency’, to be the change that produces and secures economic, social, and environmental value for current and future generations. This means systematically examining contemporary business, economic development, and the historic relationships with a ‘Eurocentric’ social-cultural construct within global commerce and management, to discover a fairer and increasingly viable future. As a consequence, this module will ask students to explore and reflect on responsible management, sustainability, and ethical practice, as well as the resultant effects on global society, and the environmental costs created by human interaction as they analyse and evaluate contrasting strategies and approaches. This will not only provide a better understanding of the challenges of responsibly managing sustainability and ethical practice but will also identify and emphasise the questions to be addressed in respect of their future management endeavours.CoreInternational Business Environment 2025-26ECO2205Level 52025-26This module explains the gains to be made from economic integration and the globalisation process. It examines the main patterns of trade and exchange and shows how free trade can be influenced by the government and the future risks of protectionism. Trade is also supported by international capital markets and exchange rate determination as well as international policy coordination and these factors need to be well understood.CoreMarketing Communications in the Digital Era 2025-26MKT2156MLevel 52025-26The module places the development of marketing communications in the context of business and marketing strategies within a changing digital landscape. Theories of information processing and buyer behaviour around a target audience are explored and applied in the development of an integrated marketing communications plan (IMC). Emphasis is placed on the critique of the elements of the communications mix, the media selection, and the evaluation of the effectiveness and efficiency of communications deployed.CoreServices Marketing and Relationship Strategies 2025-26MKT2115Level 52025-26Increasing standards of living and wealth in society has resulted in more of our income spent on services rather than manufactured goods. In a similar vein, more of the working population are earning their living from providing services. Meanwhile, traditional marketing and marketing units tend to be product based rather than reflecting the importance of the consumption of services and the implications. The more recent trend of sustainable business shifts strategic attention to building consumer relationships through various components and concepts of services marketing, putting more emphasis on fostering customer loyalty and retention. In view of the economic and marketing trends, this module is not simply an extension of traditional marketing. It provides students with an understanding of services marketing and relationship strategies in business to prepare them for entering a broader scope of industries both within UK and international contexts. Topics currently analysed in academic research and adopted by industry will be explored to provide currency and timely application of these insights. The module will include but is not limited to exploring the environmental context of services business and the way the extended marketing mix can be used to evaluate the service environment. Principles of relational marketing will be introduced with specific focus on the development of customer retention strategies. Tactical use of services marketing will be explored to develop customer relationships that build loyalty and increase value.CoreStrategic Marketing Planning 2025-26MKT2021MLevel 52025-26This module builds on the theoretical concepts introduced in the Principles of Marketing module. Through a blend of theoretical and applied approaches, students undertaking this module can explore how changing macro and micro environmental influences impact and are incorporated into the marketing planning process.CoreProfessional Practice 2025-26MGT2037MLevel 52025-26This module is aimed at those students who have decided to take a year out of formal studies to gain accredited work experience and are registered on a degree programme with an accredited professional practice element. The Professional Practice Year aims 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. Students can choose to pursue a variety of options including a placement year, a consultancy project or a work-based dissertation. Potential costs relating to this module are outlined in the Features tab.OptionalStudy Abroad Replacement Credit (1) 2025-26MKT2157MLevel 52025-26Students can elect to study up to 60 credits abroad at one of our partner universities , usually in the second semester. Usually students will elect to study for a semester and take 60 credits of study.OptionalStudy Abroad Replacement Credit (2) 2025-26MKT2158MLevel 52025-26Students can elect to study up to 60 credits abroad at one of our partner universities , usually in the second semester. Usually students will elect to study for a semester and take 60 credits of study.OptionalStudy Abroad Replacement Credit (3) 2025-26MKT2159MLevel 52025-26Students can elect to study up to 60 credits abroad at one of our partner universities , usually in the second semester. Usually students will elect to study for a semester and take 60 credits of study.OptionalStudy Abroad Replacement Credit (4) 2025-26MKT2160MLevel 52025-26Students can elect to study up to 60 credits abroad at one of our partner universities , usually in the second semester. Usually students will elect to study for a semester and take 60 credits of study.OptionalCorporate Reputation and PR 2026-27MKT3098Level 62026-27We aim to provide students with the most up-to-date theories of corporate reputation following a hands-on approach where students apply their understanding of corporate reputation and PR to real-world case studies. This module contributes to students’ understanding of the environment in which businesses, advertising, and marketing operate by reflecting on issues that affect the conduct of businesses, institutions, and non-profit organisations in a variety of industries and contexts. It can add strategic and operational skills in managing reputation and develop research abilities through a combination of primary and secondary data collection, interpretation, and reporting. The skills developed in this module may be useful for students interested in corporate reputation and public relations. Students will be able to apply these skills to a wide range of careers from starting a business to internships or becoming self-employed.CoreDeveloping Brands Through Advertising 2026-27ADV3014MLevel 62026-27This module presents the key principles, theories, and practices of branding, brand management, and advertising’s role in development of a brand, through experiential learning. Over two terms this module builds from theory to skills development and practical application. In the first term, students are able to gain the knowledge, skills, and tools needed to successfully analyse, audit, and strategically manage a brand in today’s competitive environment. The second part of this module explores marketing and advertising for brand building and new product launches, with consideration of digital and traditional communications to engage effectively with customers in the brand management process. At the heart of this module are the fundamental principles of branding and the role that advertising plays in the development of brands (building on previous advertising modules and extending principles of advertising strategically, and from a variety of perspectives).CoreDigital Marketing and E-Commerce 2026-27MKT3094Level 62026-27The central theme of this module revolves around understanding the various concepts, theories and models associated with developing and marketing an ecommerce business and applying them to organisations, customers and stakeholders. Students are provided with opportunities to practice and conceptualise their own ecommerce business and consider the role of digital marketing in terms of how it contributes to the maintenance and development of an online business. This module explores the role of e-commerce on market position, competition and sustainability, and encourages student to reflect on the changing nature of the relationship between the supplier and user /the human and the digital interface. Students are offered an opportunity to develop important subject specific practical and digital skills and knowledge that most organisations would recognise as being highly important or alternatively would serve them well in the development of their own business. The module delves into how to market an e-commerce business, learning practical digital skills and applies digital marketing skills which will typically include; search engine optimisation, key word placement, PPC advertising, social media marketing and digital lead generation tactics to support sales through an e-commerce platform.CoreGlobal Marketing Strategy 2026-27MKT3088Level 62026-27The aim of this module is to provide students with a thorough understanding of global marketing, including historical perspectives, trends, and issues characterising international markets, and 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. The module introduces different global marketing strategies and approaches, specifically market entry strategies and the impact that macro- and micro-environments have on international operations. Students can further develop an understanding of effective marketing communication and branding within a global context.CoreMedia Planning for Advertising 2026-27ADV3017Level 62026-27This module aims to provide an insight into strategic media planning, emphasising critical thinking and applied analytical skills regarding strategic communication. The module will cover media research, evaluation, selection and planning as well as decision-making in the context of media planning. The module aims to develop the skills required for students interested in pursuing a career that requires media interaction.CoreIndependent Project - Research 2026-27MKT3095MLevel 62026-27The Final Independent Research Project, allows students to undertake a substantive piece of research in the context of both their chosen degree specialism and Lincoln International Business School's commitment to principles of responsible management. Research areas will be framed by areas of research expertise existing with relevant departments. Students will progress through guided research and workshops to supervised independent study.OptionalIndependent Project - Responsible Enterprise 2026-27MKT3099Level 62026-27Students can elect to undertake their final project as an enterprise project, culminating the development of a business plan for a new enterprise. Planned ventures will be framed by Lincoln International Business Schools commitment to Principles of Responsible Management and as such prospective start-ups will need to evaluate their proposed venture in the context of sustainable development. Student will be provided with appropriate academic support and business advice.OptionalIndependent Project- Negotiated Client Based Project 2026-27MKT3090Level 62026-27The Negotiated Client Based Project is an elective which develops the skills and understanding of what makes a successful consultant, whilst reviewing industry sustainability issues and what is needed to support a company through change. The Negotiated Client Based Project (NCBP) sits alongside other forms of independent study at Level 6 including (but not exclusively) Independent Research Project, or Independent Responsible Enterprise Project. Students are encouraged to learn and understand the challenges, opportunities and skills required by organisations to make effective decisions on behalf of a client in a “live business” environment. This module enables students to consider success and failure aspects of business and marketing within the context of LIBS commitment to Principles of Responsible Management and sustainable development.Optional

What You Need to Know

We want you to have all the information you need to make an informed decision on where and what you want to study. In addition to the information provided on this course page, our What You Need to Know page offers explanations on key topics including programme validation/revalidation, additional costs, contact hours, and our return to face-to-face teaching.

How you are assessed

The degree uses a range of assessment types which can assess individual performance and group performance to reflect the variety of learning styles in students. Assessments can include coursework such as written assignments, essays, reports, portfolios, and reflective logs; practical work including presentations, exhibitions, role play, and oral assessments; and exams including in-class tests or written exams.

The course aims to provide timely feedback to students. Feedback is designed to identify areas of strength, weakness, and improvement in a student's work to support learning throughout the degree. Where possible feedback is available electronically. Students have access to one-to-one meetings to receive personalised feedback about their performance.

Accreditation

This programme is accredited by the Chartered Institute of Marketing (CIM) and upon successful completion students are awarded 'advanced standing'. This will enable students to study for CIM qualifications without needing to complete all of the modules. Students can also add an individual award to supplement their degree (note that this incurs some additional cost).

Discover More

Professional Practice Year

All full-time students on this course have the opportunity to take a year-long professional practice placement after the second year. A placement enables you to gain valuable experience and apply your knowledge in a real business setting. You don't have to pay tuition fees for this year, but you will need to cover your travel, accommodation, and general living costs.

Students who complete the one-year professional practice placement will be awarded a BA (Hons) Marketing and Advertising (with Professional Practice). Those who choose not to complete a placement will receive a BA (Hons) Marketing and Advertising, or equivalent exit award.

International Study Year

All full-time students on this course are able take an optional year abroad encompassing study at one partner institution (one term) with the option to work, volunteer, or continue your study abroad (second term). The International Year Abroad takes place between years two and three. Successful completion of the International Year Abroad will be reflected in the award title - BA (Hons) Marketing and Advertising (International Study Year). If you choose this option, you won't have to pay tuition fees for that year but will be required to cover your own travel, accommodation, and general living costs.

Broaden Your Horizons

Lincoln International Business School students can expand their horizons, visit our partner universities, and see international business in action by joining funded international trips to exciting overseas destinations. Places are awarded competitively to eligible students each academic year.

Our Field Trips

International Year Abroad

All full-time students on this course have the opportunity to take a year-long International Year Abroad (IYA) after the second year. The IYA enables you to study in a cross-cultural environment with wider cultural experience, and can enhance your future employment opportunities by increasing your cultural and professional mobility. IYA is optional for all taught on-campus undergraduate students in Lincoln International Business School. It is a year-long module which enables students to spend time studying abroad at one of the University's approved partner institutions.

During the year spent abroad, students share classes with local students and study on a suite of locally-delivered taught modules which have been approved in advance by the University. As many partner institutions support internships it is also possible for students will elect to combine study (minimum one semester equivalent) with work and or a period of volunteering.

Eligible students must have completed their second year of study to a satisfactory standard (normally with an average of a 2.2 or above, dependent upon partner requirements) standard and successfully completed the application process.

Upon completion of the study period abroad, each student will be required to submit a portfolio including a reflection on the experience of living and studying in a different cultural environment and the skills acquired. Successful completion of the International Year Abroad will be reflected in the award title - BA (Hons) Marketing and Advertising (International Study Year).

Course fees (for the time spent studying) are covered. However, students will need to cover costs for flights, accommodation, and living expenses (which will vary by country). There may be opportunities for additional funding through scholarships (dependent on availability).

Optional Field Trips

Students are invited to join optional field trips throughout their studies to see effective marketing in action. Previously trips have included visits to Jaguar Land Rover, the Museum of Brands, and the World Marketing Summit. These trips may have an additional cost.

I would recommend this course to anyone who is looking for a career in the industry. It is led by fantastic lecturers and it didn’t just open my eyes to the world of advertising and marketing, it also helped to develop my passion for the subject.

What Can I Do with an Marketing and Advertising Degree?

Some of our most recent graduates have gone on to work in marketing roles for Amazon, Asos, Next, Center Parcs, and Joules, while others have moved into marketing and digital marketing agencies, including large companies such as Nielsen and Twitter. Graduates have also taken advertising agency roles in organisations including Ogilvy and VCCP.

Working in Partnership

Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders.

About the AACSB

United Kingdom

112 UCAS Tariff points from a minimum of 3 A Levels or equivalent qualifications.

A Levels: BBC

International Baccalaureate: 29 points overall.

BTEC Extended Diploma: Distinction, Merit, Merit or equivalent.

T Level: Merit

Access to Higher Education Diploma: 45 Level 3 credits with a minimum of 112 UCAS Tariff points.

Applicants will also need at least three GCSEs at grade 4 (C) or above, which must include English and Maths. Equivalent Level 2 qualifications may be considered.

The University accepts a wide range of qualifications as the basis for entry and do accept a combination of qualifications which may include A Levels, BTECs, EPQ etc.

We will also consider applicants with extensive and relevant work experience and will give special individual consideration to those who do not meet the standard entry qualifications.

International

Non UK Qualifications:

If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages https://www.lincoln.ac.uk/home/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.

International students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page:

https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/englishlanguagerequirements/.

If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-sessional English and Academic Study Skills courses.

The University of Lincoln's International College also offers university preparation courses for international students who do not meet the direct entry requirements. Upon successful completion, students can progress to Bachelor's study at the University of Lincoln. Please visit https://www.lincoln.ac.uk/internationalcollege/ for more information.

If you would like further information about entry requirements, or would like to discuss whether the qualifications you are currently studying are acceptable, please contact the Admissions team on 01522 886097, or email admissions@lincoln.ac.uk

Contextual Offers

At Lincoln, we recognise that not everybody has had the same advice and support to help them get to higher education. Contextual offers are one of the ways we remove the barriers to higher education, ensuring that we have fair access for all students regardless of background and personal experiences. For more information, including eligibility criteria, visit our Offer Guide pages.

Fees and Scholarships

Going to university is a life-changing step and it's important to understand the costs involved and the funding options available before you start. A full breakdown of the fees associated with this programme can be found on our course fees pages.

Course Fees

For eligible undergraduate students going to university for the first time, scholarships and bursaries are available to help cover costs. The University of Lincoln offers a variety of merit-based and subject-specific bursaries and scholarships. For full details and information about eligibility, visit our scholarships and bursaries pages.

Find out More at an Open Day

The best way to find out what it is really like to live and learn at Lincoln is to join us for one of our Open Days. Visiting us in person is important and will help you to get a real feel for what it might be like to study here.

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BA (Hons)
Marketing and Advertising

Key Information

Duration

Typical Offer

Campus

UCAS Code

Academic Year

United Kingdom

International