Launch your marketing career by earning your Bachelor of Science in Marketing from a top 25 UK university.
The Bachelor of Science in Marketing provides a foundation for advanced and independent study through establishing a common platform of essential knowledge and skills. You’ll gain a unique insight into the role and function of marketing in our society and a global perspective on the ways marketing impacts different nations and peoples. A range of themes are offered to ensure that you get to appreciate the diverse, interdisciplinary nature of business administration and marketing and also gain or reinforce a range of conceptual, technical, quantitative and personal skills.
Experience a progressive degree structure that allows you to move from general modules to more critical or specialist modules. You will gain the ability to analyse real-life problems facing actual businesses and evaluate the effectiveness and limitations of different marketing and management solutions and practices.
The Bachelor’s degree is led by academics at Royal Holloway’s School of Business and Management. Royal Holloway is in the top 25 per cent of UK universities for research rated ‘world-leading’ or ‘internationally excellent’ (REF 2014).
Gain an in-depth understanding of marketing theory and practice. Build the foundation of marketing theory and skill through immersive, interactive experiences while engaging with fellow students and academic staff from across the world. You’ll get job-ready online with pre-recorded videos, readings, discussion forums, quizzes, online tutorials, and intellectually challenging debates in weekly study hours.
Learn from internationally renowned experts. Study under some of the best minds in marketing. You’ll be taught by leading academics at Royal Holloway’s School of Business and Management, University of London, a UK top 25 university (The Times and Sunday Times Good University Guide 2021).
Get job-ready on your schedule. Gain the knowledge and experience necessary to succeed in management, strategy, design, and analyst roles as you build the leadership and interpersonal skills employers are looking for. Upon graduating the programme, you’ll be ready to bring demonstrable, transferable expertise to any business sector.
If you’re an inquisitive learner, this is the programme for you. Built on the underlying principles of accessible learning, simple-to-navigate content, and studying while having fun, this programme has been designed with a range of integrated knowledge and skills development approaches to encourage learning, including pre-recorded videos, readings, formative discussion forums, formative multiple-choice quizzes (MCQs) and online tutorials. Hyperlinks are embedded to relevant book chapters, journal articles and worthy topical news items.
Each 30-credit module comprises weekly topics, corresponding to the key content items detailed in the module descriptors, and equating to approximately 10-12 hours of directed learning per week. In addition, an assessment revision unit is included as a capstone to each module. You will also be encouraged to share and construct knowledge through participation in discussion forums and the live tutorials with 6 per module.
Stage 1 – four compulsory modules:
Foundations of quantitative methods for sustainable organisations In this module, you’ll be familiarised with quantitative studies and how they are and can be employed in management, economics and for sustainable business. Main topics of the module include:
Measures of central tendency and variation & index numbers
Probability and probability distributions
Natural resource economics theory
Sustainability and climate change
Interpreting management, market and consumption In this module, you’ll be introduced to marketing in the context of interpreting management, as both an academic discipline and as practice. Main topics of the module include:
The marketing system under capitalism
Brands and branding
Marketing beyond profit
Critical thinking, reading, analysis and organisation theory
Modernist organisation theory
Information systems and organisation studies This module offers an introduction to information systems and organisation studies. Main topics of the module include:
Information systems and employability
The e-business and collaboration
Databases and information management
Fundamental issues in organisation studies
Managing and managers
International business and accounting In this module, you’ll be introduced to the subjects of international business and accounting. Main topics of the module include:
Foreign direct investment (FDI)
Trade flows and international trade theory
Measuring and reporting financial performance
Analysing and interpreting financial statements
Making capital investment decisions
Stage 2 – four compulsory modules:
Employability and human resource management
This module introduces career development and human resource management. Main topics of the module include:
Skills and skill development
Using social networks in your job and internship hunt
Networking, postgraduate study and your career service and beyond
What is HRM?
Strategy and HRM
Strategic management and accounting This module introduces strategy and the use of accounting information by managers in organisations. Main topics of the module include:
Strategy and strategising
Historical threads in strategy development
Mergers, acquisitions & alliances
Introduction to management accounting
Strategic approaches to performance management
Operations management and marketing strategy This module examines operations management and marketing strategy. Main topics of the module include:
Design of the operations network
Inventory planning and control
The competitive environment
Using the segmenting, targeting and positioning model (STP)
Marketing research and digital consumer culture This module examines marketing research and digital marketing. Main topics of the module include:
Planning research: defining problem, brief and proposal
Secondary data: nature and sources
Managing data collection
Fundamentals of digital marketing (DM)
DM and consumer culture
DM strategy & implementation
Stage 3 – three compulsory modules:
Integrating management: business, leadership and innovation
This module draws together what you’ve learned over the entire programme. Main topics of the module include:
Introduction - the business context, reputation and responsible management in the 21st century; Introduction 2 – sustainability, responsibility and ethics
Implications of and for strategic management
Innovation as a core business process
Building the innovative organisation
Design, innovation and entrepreneurship
Leadership and innovation failure
Contemporary issues in consumer behaviour and global marketing This module develops a critical understanding of consumer behaviour and global marketing. Main topics of the module include:
Consumer choice and consumer rationality
Attitude, beliefs and motivations
Understanding the global marketing environment and some selected dynamics
Global marketing, globalisation and neo-colonialism
Global orchestration of ‘consumer behaviour’
Brands, branding and advertising This module develops a critical understanding of branding, and will provide you with a strategic perspective on contemporary marketing communication. Main topics of the module include:
Introduction to brands and branding
Evolution of branding
Characteristics of brands and rationale for branding
Advertising and promotion under media convergence
The changing landscape for advertising under digitisation
Advertising theory—alternative understandings of advertising effect
Optional Stage 3 modules:
International human resource management This module examines practical examples and the latest research in human resource management (HRM). Main topics of the module include:
International human resource management
Introduction to international HRM
International staffing policy in multinational corporations (MNCs)
Organisational structures of multinational companies
Culture and IHRM
Skills, knowledge and organisational learning: national differences
Cross-border mergers and acquisitions
The individual at work and globalisation Gain an overview of contemporary subjects of interest in the field of organisational behaviour and examine the impact of globalisation on work. Main topics of the module include:
Identity at work
Job design and remote work
Teamwork and virtual teams
Capitalism, nations and globalisation
The nature of work, labour process theory and globalisation
Employment relations – from Fordism to neo-liberalism, waged labour to entrepreneurs
Emerging markets and Asia Pacific business This module examines emerging markets’ commercial realities and national cultures within the context of a global economy. Main topics of the module include:
Emerging markets and the global economy: History and Development
Global production chains
Business groups and networks
The ‘Miracle’ of the Asia Pacific?
The Asia Pacific and the Global Economy: History and Development
How can exploring and analysing music and metaphors help us to better understand management, work organisations, working lives, and ultimately ourselves too? As you set out on your journey through this innovative course, the answers to these questions will be revealed. Through the lens of metaphor and music, you will be introduced to core managerial and organisational concepts and theories. You will explore issues related to, for example: organisational and work design; motivation and productivity; employee voice; careers; and management and leadership styles. You will research and analyse contemporary management dilemmas and challenges and gain new insights into the lived experience of work. You will explore the power of music to creatively engage and motivate employees, boost their morale, and give voice to workers who might otherwise remain unheard.
The course has been designed to be highly interactive and creative with lots of opportunities for you to share your ideas and engage in discussion and debate with your fellow students. You will develop your own original organisational metaphors, write lyrics to your own company song, write and record your own short radio play, and develop your own motivational music playlist. By the end of the course, your understanding of management, organisations and the lived experience of work will have increased considerably. You will develop new skills in research and creative writing and will have lots of new ideas to take away with you and apply in your own organisation and your own working life.