Advertising and Marketing BA (Hons)

at Coventry University

Why you should study this course

Advertising and marketing isn’t just about the creative. As well as developing your awareness and understanding of contemporary marketing and advertising concepts and theories, you can enhance your research, analytical and problem-solving skills.
 

What you'll study

The main study themes covered on this course are:

• Marketing
  Exploring marketing research, consumer behaviour, digital marketing, brand marketing, contemporary marketing issues and marketing strategy. 
   
• Advertising 
  Analysing current advertisements and the opportunity to create your own campaigns, as well as exploring
  the principles that underpin advertising. 
   
• Research 
  Explore how to conduct both primary and secondary research and put your skills into practice. 
   

Year one

All our Marketing courses share some first year modules, and so initially, you will study subjects designed to develop your understanding of marketing in general, as well as introductory specialisms like market research and data analysis, which provide the opportunity to gain a solid foundation for your ongoing studies. You will then have the opportunity to develop your expertise in key areas that underpin advertising and marketing, such as advertising concepts, integrated marketing and marketing principles. All year one modules are mandatory.
 

Modules
 

• Marketing Research and Data Analysis - 20 credits

  The aim of this module is to introduce you to the wide range of secondary information that is relevant to marketing decision making. The difference between primary and secondary research is explored and applied in various business scenarios. The module also introduces you to basic techniques to analyse secondary sources of information. You will be given an opportunity to base your research presentation on a business case study or your work-embedded experience. 

  Compulsory
   

• Marketing Principles and Practice - 20 credits

  This module aims to develop your knowledge and understanding of the fundamental theoretical concepts that underpin the marketing function. You will develop an understanding of key marketing theories related to the marketing mix, consumer behaviour, market research, marketing strategy, ethics and digital marketing which will act as a foundation of your future study. 

  Compulsory
   

• Employment and Academic Skills - 10 credits

  This module aims to introduce you to a range of learning and communication skills and enable you to develop into active learners. The module intends to drive skills through your overall course syllabus. You will also be expected to start planning for your future career. Skills gained on this module will enhance your career prospects which you can then apply later in your studies and optimise your possibilities for finding fulfilling employment. 

  Compulsory
   

• Introduction to Integrated Marketing Communications - 20 credits

  This module will introduce you to Integrated Marketing Communications. The module is designed to explore the range of communication tools, such as Advertising, Direct Marketing, Personal Selling, PR and publicity available to practitioners for developing effective communication/promotional material. The module is focused on application and will therefore involve a significant amount of practical work applying different writing skills and innovative marketing communications skills to real life cases and exercises.  

  Compulsory
   

• Organising for Business - 20 credits

  The aim of the module is to provide you with an introduction to the key principles of business organisation and management, which are required to achieve business objectives in competitive markets. The module will give you the opportunity to comprehend and discuss how market-led businesses organise themselves to achieve competitive success.  

  Compulsory




• Advertising Concepts and Practice - 20 credits

  This module is designed to introduce you to the topic of advertising and its role in marketing. The aim of the module is to enable you to gain a broad knowledge of advertising, its nature, purpose, and role and to be able to assess the advantages and disadvantages of various different media relative to different product categories and target markets. This module also enables you to gain knowledge and understanding of the relationship between advertising and its target audience. 

  Compulsory
   

• Add+vantage - 10 credits

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates.(This module is subject to availability and change) 

  Compulsory
   

Year two
 

In your second year, you will have the opportunity to build and apply your knowledge and skill base, developed in year one, to real life situations and case studies. You will also study modules on key areas of marketing such as consumer behaviour, marketing insights, and the management of digital marketing and online presence. All year two modules are mandatory. 
 

Modules
 

• Marketing Management - 20 credits

  This module will enhance your knowledge of marketing principles and practices by enabling you to apply these concepts to the marketing planning process framework. This involves the analysis of marketing data to make effective marketing decisions and develop medium term marketing plans. The module utilises a marketing simulation game operating on a web-based software platform.  

  Compulsory
   

• Consumer Behaviour - 20 credits

  This module aims to provide you with an insight into how consumers make buying decisions and the various factors, both psychological and social factors that influence the decision-making process. The module provides a sound basis for further study in marketing, advertising and communication psychology. 

  Compulsory
   

• Marketing Insight - 20 credits

  The aims of this module are to develop your expertise in primary marketing research and data analysis techniques and to develop your research skills for your final year project. You will investigate a range of different research methods and will evaluate the advantages and disadvantages of quantitative and qualitative research. You will also apply analysis techniques to both quantitative and qualitative data, to present insights and recommend solutions for current marketing challenges.  

  Compulsory
   

• Applied Advertising and Campaign Management - 20 credits

  This module is intended to give you the knowledge and skills needed to understand the creative process. You will examine the relationship between organisations and advertising agencies and will learn how to develop appropriate creative ideas in response to a creative brief. You will learn how to apply creative ideas across a range of media in integrated marketing campaigns.  

  Compulsory
   

• Digital Marketing and Online Presence - 20 credits

  This module is designed to allow you the opportunity to apply knowledge of web design and principles of digital marketing into a practical project of designing an online presence for a client, according to a brief. You will learn to critically evaluate the client brief and audit their situation and needs and address them in your practical project. 

  Compulsory
   

• Career Preparation - 10 credits

  This module aims to enable you to acquire the confidence and appropriate skills to make an effective transition from education to work. The module has a dual focus: Firstly, you are encouraged to know yourself, to know what kinds of employment you are suited to, and secondly, you are encouraged to develop an awareness of employment markets/potential employers. Skills gained on this module will enhance your career prospects and optimise your possibilities for finding fulfilling employment. You are encouraged to consider, plan and apply for a placement opportunity or work experience. 

  Compulsory
   

• Add+vantage - 10 credits

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates (The Add+vantage module is subject to availability and change) 

  Compulsory
  
  Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year. 

Final year
 

The culmination of your studies in your final year will be the completion of an independent research project in a specialist area. You will be supported by an academic supervisor with an interest in your topic area, with past topics ranging from digital marketing, advertising and branding research to ethical and cultural issues in marketing, which can include anything from stereotypical to subliminal advertising. In your final year, you will also have the opportunity to take an optional module, which could focus on either the more creative elements of advertising, or how to build strategies for digital and social media. 
 

Modules

• Contemporary Marketing Issues - 20 credits

  The aim of this module is to enable you to investigate and discuss the latest developments in the academic thinking and practice in marketing and business practice. The module will encourage you to use a range of academic literature to increase your awareness of contemporary marketing issues. 

  Compulsory
   

• Marketing Communications Strategy - 10 credits

  This module aims to develop your critical understanding of marketing communications strategy. The module builds on the marketing planning knowledge developed at level two and provides you with an insight into how strategic theory and practice contributes to the development of differentiated positioning and competitive advantage. The module will also enable you to apply contemporary theory to address marketing communications challenges. You also have the option to participate in the global X-Culture project (subject to X-Culture running)2. 

  Compulsory
   

• Career Development - 10 credits

  This module aims to enable you to develop and refine skills, allowing you to gain the confidence and the competences needed to make an effective transition from education to employment. Learning gained on this module will enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment and your subsequent career development. 

  Compulsory
   

• Communication Psychology - 20 credits

  This module aims to introduce you to theories of persuasion as applied in a variety of communication contexts, with special emphasis on the advertising context. The module adopts a knowledge-based approach based on a series of theories drawn from philosophy (e.g., rhetoric), language (e.g., semiotics) and psychology (e.g., persuasion). Learning will take place through the application of these theories in various communication environments and an analysis of communication decisions. 

  Compulsory
   

• Project - 20 credits

  This module aims to provide you with an opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse in a specialist area of interest. You will choose an academic area related to your programme of study and apply your independent learning skills to research this area in depth. You will receive academic support through a series of group supervisions and will be allocated a project supervisor.
   

  The module includes three routes, and you will be given the opportunity to select your preferred route, although all project titles must be approved by the project supervisor in advance of commencing the project.
   

  The three routes are: 
   

  Route 1: An individual research-based dissertation 
  Route 2: An individual project report 
  Route 3: A group project report. Where work is completed as part of a group, each group may have no more than five members. 

  Compulsory
   

• Add+vantage

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills2. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (The Add+vantage module is subject to availability and change) 

  Compulsory
   

• Optional modules
   

  Choose one from the following:
   

  Creative Advertising Development - 20 credits
  The aim of this module is to enable you to develop your creative problem-solving skills using realistic communication design briefs. You will be given the opportunity to assess ‘real’ design briefs for a range of media formats. You will engage in continual developmental work that will allow you to develop a range of ideas, responses and alternative creative solutions. 
   

  Digital and Social Media Strategy - 20 credits
  This module will provide you with an understanding of digital and social media marketing strategy to support achieving overall corporate objectives. It will critically analyse the importance of embedding a digital and social media strategy within corporate strategy and will evaluate tools to utilise the most effective solution to achieve company goals. 

  Optional

Typical offer for 2022 entry.
 

English language requirements

• IELTS: 6.0 overall (with at least 5.5 in each component area)

International Fees
£15,300 per year

International Pathways 2022 Scholarship
You could enjoy a £3,000 reduction in tuition fees.
Our high-quality foundation, international year one and pre-masters courses are for international students who do not meet the requirements for direct entry to their preferred Coventry University undergraduate or postgraduate course. We can support you to achieve the academic and/or English grades you need and help you gain the personal and professional skills required to study at university.

We want to encourage ambitious international students like you to study at Coventry University, so we’ve secured extra financial support for you worth £3,000, to help with the cost of tuition fees, living expenses and accommodation.
 

The scholarship application deadline is:
September 2022 intake: 31 July 2022

On successful completion of the course you will:
 

• Have a strong knowledge of the principles and practice of marketing and advertising.
• Understand how an organisation interacts with external stakeholders.
• Have experience of conceiving and creating advertising and communication campaigns.
• Be aware of contemporary issues including sustainability, ethics and CSR.
• Have knowledge of a variety of research techniques to identify and analyse sources.
• Be familiar with specialist tools in digital and social media marketing including appropriate software.
• Act as an independent learner.
• Communicate to an audience effectively in written, verbal or electronic format.
• Demonstrate effective interpersonal skills and intercultural competence to work in a team. 
   

Designed to prepare you for a successful career in marketing and advertising, this course offers opportunities to gain industry experience, such as field trips, live cases with clients, business simulations and work experience. We currently have placement collaborations with employers, including Bromwich Hardy and BioCote. Past students have done work placements such as Marketing Assistant at Kia Motors, Marketing and Communications Intern at Electronic Arts and Social Media Intern at BioCote.