Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
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Course Overview
-
L27 -
City Campus -
Full-Time -
1 Year -
18 Sep 2023
Develop key marketing skills and learn to generate innovative solutions to complex challenges.
As part of this course, you’ll:
- Gain a broad overview of marketing and understand how to use your knowledge to help steer business success in a global economy
- Study the principles of core marketing theory such as pricing, place, new product development, promotion, services marketing and competitive advantage
- Develop an understanding of the planning, implementation, and measurement of social media marketing campaigns
- Explore the psychological and sociological aspects of consumer behaviour
- Learn how to manage brands and how to plan and implement effective PR campaigns
- Specialise in a marketing area of your choice for your Postgraduate Marketing Research Project
You’ll have face-to-face meetings with a research methods tutor to help establish your chosen specialist topic for the Postgraduate Marketing Research Project.
Teaching expertise
You’ll be guided throughout your course by our expert academics, who will support you to develop the knowledge, skills and confidence to make an immediate impact on your career.
Bringing your learning to life
This course has a strong focus on employability, and you’ll be encouraged to apply your learning. You’ll critically analyse the efficacy of marketing using genuine case studies and you’ll be given opportunities to relate your study to organisational practices.
Marketing society
You’ll be able to come together with like-minded students in an informal atmosphere through our university's Marketing Society. The group organises lectures, trips and discussions that can further inspire and inform your learning.
Why study marketing at Leeds Beckett University...
- No prior marketing knowledge or experience expected
- Develop a broad base of marketing knowledge on this conversion course
- Blended online and on campus learning, with face to face seminars taking place on a designated day
- Applied assessments that will include reports, presentations and group work instead of traditional closed book exams and essays
- Access to guest lectures with industry professionals
Why Leeds for business? Discover what the city of Leeds has to offer and why it’s a great choice for students studying business, finance or communications.
Everything you need to know
Discover all there is to know about the course, from entry requirements and fees to exploring the school you’ll be joining - we’ve got it covered.
Entry requirements
Applicants should have at least a second class honours degree. All applications should be supported by a reference, either academic or professional; you can download our reference template for completion. All applicants should satisfy our University English language requirements.
Entry requirements
Applicants should have at least a second class honours degree. All applications should be supported by a reference, either academic or professional; you can download our reference template for completion. All applicants should satisfy our University English language requirements.
International baccalaureate
IELTS
IELTS 6.5 with no skills below 6.0, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.
Selection Criteria
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.
Mature Applicants:
Our university welcomes applications from mature applicants who demonstrate academic potential. If you have recent relevant work experience and/or professional qualifications, we may be able to consider you for entry through our ‘Recognition of Prior Learning’ policy. Please ensure that you list both your qualifications and relevant work experience in your application.
All applicants should meet our standard entry requirements of GCSE grade C in English language and, where specified, Maths. Alternative qualifications such as functional skills are accepted in lieu of GCSEs for most courses.
Independent study is a crucial part of learning at university and you will be required to undertake many hours of self-directed research and reading, and preparation and writing of assessments. Your course is delivered through a number of modules, which will help you to plan your time and establish a study routine. Outside of your lectures, workshops and tutorials, a range of support is available to assist with your independent study. Our subject-specific librarians will be on hand to direct you to the specialist learning and study-skill resources. You’ll also be assigned an academic advisor to give you tailored feedback and support.
Our silver status in the latest Teaching Excellence Framework, reflects our commitment to deliver high-quality teaching, learning and outcomes for our students.
Teaching & Learning
What you'll learn
Technological change is taking marketing from the digital age towards the post-digital era. Digital is now in many cases the ‘price of admission for doing business’ rather than a differentiation advantage (Accenture, 2019). We are now operating in an era where marketing is digital, digital is marketing, and there is no longer the distinction between “digital” and “traditional”. This module will introduce you to core marketing theories, principles and techniques.
Study the essentials of planning and managing the strategic communication of an organisation and the steps required to plan a campaign. This module will examine how these steps are applied in various contexts within the private, public and not-for-profit sectors. You'll also explore how strategic brand communication plays a vital role to achieve an organisation's KPIs. You'll apply your knowledge by developing a communication plan for a real client.
Develop knowledge of the psychological and sociological concepts and frameworks upon which consumer behaviour is based. You'll learn to appreciate the importance of consumer behaviour for retail organisations and develop your own analysis of influences on consumer behaviour patterns. Consumption choices range from small, insignificant purchases to large, once-in-a-lifetime occasions. It covers goods and services but also experiences, ideas and thoughts. You'll explore how Increasingly these purchases are across a range of retail vehicles both online and offline.
Study how social media fits into and complements the marketer’s toolbox. This module combines theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights. You'll study the ‘Four Zones’ of social media that marketers can use to achieve their strategic objectives, as outlined in Tuten and Solomon (2014). These include community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga), and commerce (e.g. Groupon).
Study the role branding and brand management play in today’s dynamic and highly competitive marketing environment. You'll understand the importance and value of brands to organisations, consumers and society, and identify the characteristics of successful brands in different contexts. You'll critically analyse, evaluate and apply a range of theoretical concepts and special interest areas used to build, manage, and strategically develop brands.
Critically evaluate the role of brand management and demonstrate full appreciation of the need for a wide-lens, integrated and strategic approach to branding decisions.
Understand the need for – and mechanisms of - measurement of brand performance.
Undertake a marketing-based project where you'll propose, produce and defend an extended piece of research. You'll have the choice of two tracks: 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.
What you'll learn
Explore the importance of managing marketing data and its use in effective marketing decision making. You will study the role of marketing metrics within organisations and you will understand how a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.
Explore the world of global and international marketing. You'll construct a critical understanding of key theoretical concepts that underpin the discipline. You'll apply those concepts in a practical way to case studies and exercises that feature live companies and current developments.
Investigate key specialist areas of public relations practice. For example, public affairs (PA), social marketing (SM) and arts marketing (AM). You'll critically analyse cases from these areas and link them to theories and concepts from public relations and communication.
Fees & Funding hellooo
£9,000
UK
The tuition fee for the year for students entering in 2023/24 is £9000. The amount you will pay may increase each year to take into account the effects of inflation.
£16,000
International 2023
The tuition fee for the year for students entering in 2023/24 is £16000. The amount you will pay is fixed at this level for each year of your course.
Fees & Funding
£9,000
For students entering in 2023
The tuition fee for the year for students entering in 2023/24 is £9000. The amount you will pay may increase each year to take into account the effects of inflation.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
£16,000
For students entering in 2023
The tuition fee for the year for students entering in 2023/24 is £16000. The amount you will pay is fixed at this level for each year of your course.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
Your future in our hands
There’s a lot to consider when choosing a course. Take a look at the team you’ll be working with, employability statistics and career prospects to help make up your mind.
Career Prospects
This course will help you gain a thorough understanding of marketing as ‘the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and societies at large’ (AMA, 2017).
Upon completion, you’ll be able to transfer your skills into real world situations. You’ll also have the confidence to apply your knowledge in a range of diverse and complex marketing settings.
Leeds Beckett postgraduate marketing graduates have entered a wide range of sectors from financial services to construction, and have taken on roles that include:
- Marketing manager
- SEO specialist
- International marketing manager
- Freelance content developer
- Marketing and branding manager
Alyson Finney
Senior Lecturer / Leeds Business School
Beckett Careers Team
Our careers service is not just there for undergraduates, we support our postgraduate taught and research students too.
Your postgraduate degree will boost your CV and help you stand out from the crowd. Whether you're just starting out on your chosen career path, changing careers or moving to the next level, we can provide you with expert advice and resources to help you take the next steps to achieving your goals.
Your Beckett experience
At Leeds Beckett your experience is important to us, find out more about what to expect from your time on this course and life at uni.