Advertising and Marketing Communications BA(Hons) 2017-18

This course also available for 2018-19 entry

Want to join us in September? You can now apply via Clearing


About the course

Every day we are bombarded with a huge variety of promotional messages and it's becoming more and more difficult for brands to stand out in an increasingly crowded marketplace. Advertising strategy is constantly evolving and the influence of digital media has revolutionised the way products and services are marketed. Our course focuses on the development of effective advertising and marketing communications which are crucial to achieving an organisation's marketing goals. We combine a solid marketing foundation with a specialist study of advertising and its integration into the modern relationship-led interactive communications culture. We also trace the development and expansion of media channels and the challenges of contemporary communications management. Combined with this is a strong focus on branding and a solid foundation in all aspects of marketing. You'll have the opportunity to follow in the footsteps of Huddersfield's award winning marketing students and improve your chances of achieving graduate employment in the industry. Our students regularly compete in L'Oreal's 'Brandstorm' and the Chartered Institute of Marketing (CIM) 'The Pitch' competition (and have won both competitions in the past), and also gone on to gain excellent graduate jobs. At Huddersfield we have a reputation for developing students with a ‘can do' attitude and you'll have the opportunity to hone your skills working on live projects with our network of partner organisations. Together with the optional year-long placement this gives you a great practical insight into working in advertising and marketing communications. Innovation is at the heart of advertising and marketing communications. Having developed the country's first undergraduate marketing degree, we understand the importance of continuing to meet the needs of our customers. With its innovative teaching and learning practices, this course can help you achieve your career aspirations.

Here's what current Marketing student Gergana has to say about her course.

UCAS code:

Start date:
18 / 09 / 2017


3 years full-time
4 years inc. placement year

Course type:

Full Time inc. placement year


Clearing helpline:
03301 232 277

Course content

This course focuses on the skills and techniques that characterise effective advertising and marketing communications. It puts this in the context of good business practice, the key to achieving an organisation's marketing goals.

Year 1

Core modules:

Principles of Advertising and Marketing Communications

This module helps develop an understanding of Marketing Communications and the key role that advertising plays within the integrated communications mix. It provides the foundation for a more in-depth study of elements of marketing communications such as Public Relations and Direct Marketing in the final year.

Markets and Marketing

This module explores the behaviour of markets and the responses of organisations through their marketing activities. It will help you to develop an understanding of marketing theory and practice and help you to develop the skills to produce a well-researched marketing plan.

Brands and Branding

The aim of the module is to introduce and help develop knowledge of brands and branding to you and the theories and processes that are critical to developing effective brands messages. The module will explore current trends in branding, and the functional and symbolic value of brands. It aims to provide you with a thorough grounding in branding, and to provide a platform for advanced branding modules.

Practical Marketing

The focus of this module is to help you to develop a range of skills relevant to the varied demands of the marketing industry through practical application. You'll have the opportunity to develop descriptive, analytical and decision-making skills and practise transferable personal skills. You'll apply generic marketing principles through application to some of the many sectors of the marketing industries within the UK.

The Marketing Environment

The aim of this module is to develop a thorough foundation in a variety of aspects of the marketing environment. It has a strong focus on the ethical and environmental factors as well as the legal and financial aspects of marketing ensuring that you'll appreciate the impact that the legal environment has on marketing activities and the financial framework of business.

Year 2

Core modules:

Contemporary Issues in Advertising and Marketing Communications

The module explores contemporary thinking within advertising and marketing communications. You will have the opportunity to gain an understanding of key trend and developments in communications and contemporary industry practice. The overall objective is to identify and assess opportunities and threats to future advertising and communications planning and management.

Customer Insight

This module is designed to help you understand how insights into consumer behaviour can be used to formulate effective marketing strategies. Classic and emerging theories of individual and group behaviour will help you to analyse customers, who are they, how, and why do they make decisions and what influences them?

Market Research and Consultancy

The module will consider each stage in the marketing research process from problem definition to presentation of the final report and findings. This will be presented in the context of current theory, techniques, practice, and issues. You will have the opportunity to learn basic research skills, which can then be applied in both marketing research (through a consultancy project) and research methods scenarios.

The Customer Experience

This is a highly topical module which focuses on the increasingly important area of the customer experience. It brings together aspects from other second year modules including customer insight, marketing communications and market research and considers how they influence the customer experience. It is an interactive module and gives you the opportunity to research the customer experience across a variety of businesses and sectors.

Managing and Communicating Brands

This module builds on your knowledge of the fundamentals of the branding process. You will explore global brand management issues through coursework including a case-study based written assignment and have the opportunity to express your creativity by working in groups to develop your own unique brand concept and support it with brand documents and marketing communications materials which will be displayed at an open exhibition.

Year 3 - optional placement year

The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.

Final year

Core modules:

Advertising Strategy and Planning

The module builds upon the knowledge developed in the first two years of your study. It provides an understanding of contemporary advertising theory, strategies and practices, and gives you the opportunity to use your practical and creative skills in the development of advertising plans.

Strategic Marketing Planning

This module will consolidate and build on previous studies in Marketing within a strategic marketing planning framework. The module gives you the opportunity to develop your analytical and practical skills in relation to creating, presenting and defending strategic marketing plans, which you will then implement in a computer-based simulation of a dynamic, and highly competitive, marketing environment.


This dissertation is worth 40 credits and you are encouraged to work in areas of particular interest and relevance to your studies. As such the dissertation is often used by students to help them sell themselves to prospective employers.  As part of the research process you will develop a research proposal on the basis of which you then carry out your research and write this up for the full dissertation.

Option modules: Choose two from a list which may include:

Direct and Digital Marketing

The module is structured to provide students with a strong theoretical and practical understanding of direct, social and digital marketing, and its implementation.  Students are introduced to relevant theories underpinning the techniques, and are required to develop effective direct marketing strategies and plans, ranging from target selection to implementation and control. In addition to this, students will be introduced into how digital and social media are used within effective direct marketing campaigns.

Public Relations and Sponsorship

This module explores in more depth the public relations and sponsorship elements of the marketing communications mix which will have been touched upon in previous modules. The PR element of the module is taught from a managerial perspective rather than a ‘how to’ approach. The sponsorship element is more practical.

Digital And Social Media Marketing

Digital Marketing is a term which encapsulates the targeted, measurable and interactive marketing of products and services through the use of the internet. This module will investigate and explore a variety of digital and social media marketing tools and their implementation within a practical context. In addition this module will help develop your understanding of online consumer behaviour, organisational marketing strategy and online decision making through the use of Web analytics. You will also cover the practical aspects of online brand development and have the opportunity to gain an understanding of integrated marketing campaigns, search engine optimisation (SEO) and social media.

Creative Brand Management

You'll have the opportunity to work in teams with leading brands on live projects, translating current trends, developing contemporary brand strategies, exploring your creativity by working with clients to revitalise, extend or create new products/services for their target market. In recent years we have successfully competed in L’Oreal’s ‘Brandstorm’ competition, winning the national final and going on to the international final in Paris.

Strategic Retailing

Retailers are powerful brands within their own right. How is the customer changing and how do retailers anticipate this change? You'll investigate the various elements employed to formulate retail strategy including sales channels, the supply chain, distribution, costing structures, product development, category management, promotional techniques and internationalisation.

Marketing and Management of Innovation

This module explores the management of innovation and in particular, the new product development process. It considers the role of marketing in this process and also looks at the use of new technologies and new approaches to marketing. You'll have the opportunity to develop your own innovative idea, present the concept to the class and put together a convincing and innovative marketing strategy, which is written up in a report.

Marketing for Small Business

Marketing is important, entrepreneurship is vital, and 95% of businesses anywhere in the world are small. When large organisations seek to improve performance – they often turn to the young dynamic small businesses as their role model. We weave these themes together into what can be called entrepreneurial marketing.

Important information

We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.

We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.

We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.

Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.

When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.

The Higher Education Funding Council for England is the principal regulator for the University.


The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad. This paid position provides the opportunity for you to experience advertising and business communications in action, during which you will apply the knowledge and skills obtained on the course.

Huddersfield Business School's Placement Unit won the National Undergradute Employability (NUE) award in 2017 for ‘Best University Placement Service' for their hard work and innovative ideas.

Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to you on placement courses as well as giving advice in areas such as interview skills and preparing CVs and covering letters.

Previous placement providers have included companies such as Hewlett Packard, Freeman Grattan, Redcats, TJX Europe, Telefonica, 02, Splitpixel, Marks and Spencers, The Sharp Agency, Principles and Swift Blinds.

Career opportunities

75% of graduates from this course go on to work and/or further study within six months of graduating.*

Previous graduates from this subject area have gone on to roles such as Account Executive, , Account Manager, Chanel Marketing Specialist, Assistant Brand Manager, , Business Development Manager, Creative Marketer, PR Executive, Marketing Administrator, Press & Marketing Officer, organisations including RIcoh, Canon, Gratterpalm, Wigan Warriors RFC, Shark Design & Marketing Agency, UK Greetings, Halfords, Lawrence Batley Theatre and JDA Group.*

*Source: DLHE survey and LinkedIn

Professional links and accreditations

Chartered Institute of Marketing (CIM) Our links with the CIM, the key professional organisation for the marketing industry, give students access to a range of marketing industry events and guest speakers. The Advertising & Marketing Communications course is accredited to The CIM Graduate Gateway programme which gives our students exemptions from some elements of the CIM professional qualifications.

Students will also have the opportunity to participate in The Pitch, a national competition run by the CIM involving the development of a marketing communications campaign for a well know brand.

Institute of Direct and Digital Marketing (IDM) We have strong links with the IDM which is the leading, internationally recognised professional organisation for the development of direct, data and digital marketing.

Our students have the opportunity to take part in the annual IDM competition which forms part of the assessment for the final year Direct and Digital Marketing module. This involves a live project to develop a direct marketing campaign for a well-known brand.

Students taking the Direct and Digital Marketing module are also encouraged to sit the IDM Professional Practice examination which is a well-recognised qualification in the sector.

Teaching and assessment

You will be taught through a series of lectures, seminars, tutorials, workshops, directed study and project work with a strong focus on practical work. Assessment will include exams, oral presentations, individual or group essays or reports, case studies, in-class tests, peer assessment, individual reflective learning portfolios, time constrained assignments, group projects and management and marketing projects or dissertations for final year students.

20.7% of the study time on this course is spent in lectures, seminars, tutorials etc.

Working on live projects with national and local organisations is an important feature of our teaching and learning strategy and helps you to apply theory in a practical context. Guest speakers from the marketing industry allow you to hear about current and topical issues from marketing practitioners from a variety of businesses.

If you are concerned about adapting to study at university level, then our Learning Development Group, (LDG) based in the Business School building offers a dedicated service helping our students to improve their academic skills in areas such as presentations skills, time-management, academic reading, referencing or academic writing, research for essay preparation and how to prepare effectively for examinations.

Your module specification/course handbook will provide full details of the assessment criteria applying to your course.

Feedback (usually written) is normally provided on all coursework submissions within three term time weeks unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results.Feedback on exam performance/final coursework is available on request after the publication of results.

Huddersfield is the UK's only university where 100% of the permanent teaching staff are Fellows of the Higher Education Academy.*

*permanent staff, after probation: some recently appointed colleagues will only obtain recognition in the months after their arrival in Huddersfield, once they have started teaching.


The Business School was opened in 2010 at a cost of £17m and is the most eco-friendly building on campus. It's a state-of-the art facility and provides you with a modern, professional environment in which to learn and develop. Located right next to the Huddersfield Narrow Canal it's in a leafy and picturesque location at the heart of the campus.

The Learning Development Group (LDG) offer a dedicated service helping our students to improve their academic skills in areas such as referencing, presentations skills, time-management, academic reading, referencing or academic writing.

Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to our students on sandwich courses as well as giving advice in areas such as interview skills and preparing CV's and covering letters.

Excellent teaching rooms combine with fully-equipped computer labs to provide access to technology and learning resources alongside 'The Street' cafe which offers space for socialising, networking and relaxation over a wide selection of fresh food and hot and cold drinks.

How much will it cost me?

The full-time undergraduate tuition fee for 17/18 entry is £9250.

Tuition fees will cover the cost of your study at the University as well as charges for registration, tuition, supervision and examinations. For more information about funding, fees and finance for UK/EU students, including what your tuition fee covers, please see Fees and Finance. Please note that tuition fees for subsequent years of study may rise in line with inflation (RPI-X).

If you are an international student coming to study at the University of Huddersfield, please visit the International Fees and Finance pages for full details of tuition fees and support available.

Please email the Student Finance or call 01484 472210 for more information about fees and finance.

Other information

The Marketing Society (MSoc) is run by students and brings together students from all years who have an interest in marketing. We have run a range of events both academic and social including guest lectures and socials. It's a great way to network, gain some extra experience and have fun.

Further study

Progression to a postgraduate course is dependent on successful completion of your undergraduate studies, there may also be minimum qualification requirements such as a first class or higher second (2.1) degree. Please check the course details to confirm this.


If you are an international student (including EU) you can check if you meet our entry requirements (both academic and English language) by visiting our country pages.

If you do not meet the entry requirements you can consider completing a degree preparation programme (if you are from a country outside of the EU) at the University's International Study Centre (ISC). You can call the ISC on +44 (0) 1273 339333 to discuss your options. You can also complete the online application form or to ask a question please fill in the enquiry form and talk to one of our multi-lingual Student Enrolment Advisers.

If your English language is not at the required level (IELTS 6.0 overall), we have a range of Pre-Sessional English programmes that you can enrol on before starting your degree programme. You will not need to take an IELTS test after completing one of our Pre-Sessional English programmes.

Research community

Research plays an important role in informing all our teaching and learning activities. Through research our staff remain up-to-date with the latest developments in their field, which means you develop knowledge and skills that are current and highly relevant to industry. For more information, see the Research section of our website

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