Gain a solid grounding in marketing and tailor your interests to a specific area with our suite of Marketing programmes.
The suite has been designed based on research and feedback from students and practitioners, and meets the needs of employers by combining core, essential marketing knowledge with a specialist subject area.
Our suite of Marketing programmes will enable you to tailor your interests to a specific area. You even have the opportunity to change your degree path after completing your first year. Our Marketing pathways include:
Our alignment with the CIM ensures our course content remains fresh, relevant and full of key industry insight.
This page specifically looks at the Advertising and PR pathway.
On this innovative and dynamic course, you’ll be put on the front line of marketing, advertising and public relations. You’ll work on real-life case studies, acquiring the practical skills and real-world perspective seen as invaluable by employers.
We cover everything from design in marketing to communicating the right message, market research and PR planning. It’s a creative course that has a solid grounding in business knowledge, so that you can apply what you learn to current business issues.
We teach by using real business scenarios, so you’ll get the chance to draft marketing plans for actual companies, work on business case studies and get experience in our very own in-house marketing agency, The Link.
* Please note this course has changed name for 2017/18. The KIS data below relates to the previous course title.
Our next Open Day for this course will take place on Saturday 24 March 2018. Come and see how our campus has transformed after our £260 million investment in facilities.
To welcome all new home and EU undergraduate degree students starting in 2017 or 2018, we're giving at least £150 worth of credit to spend in a host of ways, on books and a range of learning materials. Even better, it doesn’t have to be repaid.
Visit our School site for more student work and extra information.
This course differs in content from the Marketing, Advertising and PR course taught with our partners at Kaplan Singapore. Full details.
*National Student Survey 2017
We accept a range of qualifications, the most popular of which are detailed below.
|A Level||BBC or 112 UCAS points from a minimum of 2 subjects|
|BTEC||D*D* or combined with other level 3 qualifications to achieve a minimum total of 112 UCAS points|
|GCSE||GCSE English Language and Maths at grade 4 or above. Must have been achieved at the point of enrolment. Equivalent qualifications will be considered.|
|England, Wales and Northern Ireland|
|City and Guilds Level 2 Certificates||Pass||Adult Numeracy / Adult Literacy. Considered in lieu of GCSE Mathematics or English Language at grade C. Must have been achieved at the point of enrolment.|
|Functional Skills/ Essential Skills level 2||Pass||Maths / English. Considered in lieu of GCSE Mathematics or English Language at grade C. Must have been achieved at the point of enrolment.|
|Key Skills level 2||Pass||Application of Numbers / Communication. Considered in lieu of GCSE Mathematics or English Language at grade C. Must have been achieved at the point of enrolment.|
|Irish Leaving Certificate (Ordinary Level)||AAABBB or BBBBCC||Must include Mathematics and English Language. Required at the point of enrolment.|
|Scottish Intermediate 2||Only acceptable with Advanced Higher.||Must include Mathematics and English Language. Required at the point of enrolment.|
|Scottish National 5||Only in certain circumstances.||Must include Mathematics and English Language. Required at the point of enrolment.|
Please select a qualification from the drop-down list to view our entry requirements:
If you have a qualification that is not listed, please contact the Course Enquiries Team
|English language requirements 2017/18|
|IELTS||6.0 overall with 5.5 minimum in all bands|
|Other accepted qualifications||Visit our English language page|
If you're considering applying for this course to start in September 2017 onwards, it's important to know that the UCAS tariff system has changed.
UCAS tariff points – the points system most universities use to compare different qualifications – has introduced a new system on how points are calculated. This will be different to what you may have seen if you have applied or looked at undergraduate courses previously.
From A/AS Level with a minimum of 2 A Levels
|BA (Hons)||Sep 2018||FT||3 Years||£9,250 per year||Apply via UCAS|
|BA (Hons)||Sep 2018||SW||4 Years||£9,250 per year||Apply via UCAS|
|BA (Hons)||Sep 2018||PT||TBC||See below|
|BA (Hons)||Sep 2018||FT||3 Years||£12,000 per year|
|BA (Hons)||Sep 2018||SW||4 Years||£12,000 per year (excluding sandwich year)|
If you're unable to use the online form for any reason, you can complete our PDF application form and equal opportunities PDF form instead. The University reserves the right to increase fees in line with inflation based on the Retail Prices Index or to reflect changes in Government funding policies or changes agreed by Parliament.
UK and EU students applying for most undergraduate degree courses in the UK will need to apply through UCAS.
The Universities and Colleges Admissions Service (UCAS) is a UK organisation responsible for managing applications to university and college. You can apply until 30 June.
There are three ways to apply:
Our in-country representatives can help you make your application and apply for a visa. They can also offer advice on travel, living in the UK and studying abroad.
If you are applying for an undergraduate degree or a Higher National Diploma (HND), you can apply through the UK’s Universities and Colleges Admissions Service (UCAS).
You can request a printed form from your school or nearest British Council office. You will be charged for applying through UCAS. Birmingham City University’s UCAS code is B25 BCITY.
UK / EU students are required to submit a personal statement as part of their application for this course.*
The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.
Here are the key areas you’ll need to address:
Why does this course appeal? What areas are of particular interest?
If you have a specific career in mind, say how your chosen course will help you pursue this goal.
Mention any work that is relevant to your subject, highlighting the skills and experience gained.
Highlight skills gained at school/college, eg summer schools or mentoring activities.
eg Duke of Edinburgh Award, Young Enterprise scheme.
You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.
Get more information on writing personal statements.
*Non-EU students are not required to submit a personal statement when applying for this course.
If you study this course part-time or via distance learning, you will be charged on a pro-rata basis. This means your fee will be calculated per module.
There are no compulsory additional costs or charges associated with studying on this course. While you may choose to purchase personal copies of text books, all our key text books are available from our library or online (subject to normal library loan and online access arrangements).
Based on the past experience of our students, you might find it helpful to set aside about £50 for each year of your studies for your personal stationery and study materials. All our students are provided with 100 free pages of printing each year to a maximum total value of £15.
If you've got no idea where to start or just want to check you're on the right track, we’ve got expert advice and real examples from our students to help you nail your personal statement. You can even download our ultimate personal statement guide for free.
We offer further information on possible undergraduate financial support. This includes the type of loans, grants and scholarships available both from the government and from Birmingham City University.
Within this multi-disciplinary module, you’ll work with colleagues studying other programmes within the Business School, exploring how to run a business effectively through a business simulation. You’ll run a virtual business, and – with support and guidance – respond to business issues and challenges, rectifying them as you will when it comes to facing such situations in real life.
This module will equip you with the knowledge and competency to confidently and creatively apply marketing knowhow to a range of business situations. You’ll be introduced to be basic concepts and models used by marketing practitioners, and examining SMEs, entrepreneurial start-ups and more. With marketing entering a golden age, this module will ensure you have the attitude, drive and skills to negotiate it.
Professional Learners’ Skills
Your employability prowess will play a big role in your degree, not least on this module, where you’ll learn techniques and ideas that will help you grow as an undergraduate. With the focus firmly on your skills – and how you grow and maintain them – this module is designed to teach you the attributes you’ll need to aid your employability prospects.
Providing a sound foundation on which to base future study, Consumer Psychology teaches you an important factor in producing effective marketing. You’ll examine individual (personality, self-identity, attitudes) and group influences (peers, family, culture) linked to a variety of disciplines, enabling you to make effective marketing decisions. An array of factors influence people’s behaviour when it comes to purchase decisions, so this module will ensure you’re aware and knowledgeable of them.
Introduction to Creative Concepts and Design
The aim of this module is to develop your academic knowledge and transferable skills needed to understand the creative process. This module will develop your skills and understanding of the creative process by facilitating working as individuals and groups. You will work as members of an agency team to develop a creative pitch and portfolio of artefacts.
The following optional modules are all worth 20 credits each:
Marketing Insights and Analytics
You will design and implement a marketing research study, considering a variety of analytical tools and techniques to gain market insight.
Service Experience Design
On this module, you will improve your reflective practice and design thinking by identifying, developing and recommending service experience improvements within the context of single and multi-unit service organisations.
We are surrounded by brands – from everyday objects to more prestigious projects. Therefore, in order for you to be successful in the marketing industry, you need to have a solid knowledge of branding and how it relates to contemporary products. You’ll differentiate and utilise major principles of brand management, applying these to different brands and scenarios.
Marketing Communications Planning
Marketing communications is a key strategic area for any business, providing visibility and understanding of an organisation’s products and services. On this module, you’ll learn a variety of techniques, communications and media tools to deliver messages and design campaigns that reach target audiences.
The following modules are specific to the Advertising and Public Relations pathway.
The module explores the principles of event management from the initial concept to onsite operations. You’ll gain a blueprint for planning and executing events, allowing you to expand your marketing knowledge, devising ideas for product launches, exhibitions, conferences and fundraising.
Visual Communication for Marketers
Today’s marketers need to be digitally savvy, visually literate and have strong communication skills. This module will provide you with an in-depth understanding and appreciation of the role of visual communication for marketers.
Strategic Marketing, Management and Planning
You will develop a strategic marketing plan to support corporate and marketing objectives, and distinguish marketing management techniques to successfully implement and evaluate the strategic marketing plan.
Marketing professionals operate in an increasingly complex and interrelated environment, so in order for you to negotiate this, our Emerging Themes module will enable you to examine, in detail, the relationship between marketing decisions and the wider society.
One Planet Business
The marketing industry requires forward-thinking innovators, so our One Planet Business module will help you achieve that by challenging you to develop a realistic, yet innovative, strategic vision for current and future business. You’ll design concepts that compensate for past mistakes, change what’s in the present and make a firm foundation for the future.
In this module, you will conduct extensive research and outline the aims, scopes and objectives of your project, culminating in a 6,000-word project and presentation.
The following modules are specific to the Advertising and Public Relations pathway.
On this module, you will explore best practice and emerging advertising techniques, to develop a full advertising proposal and pitch, mirroring the work that advertising agencies do.
Public Relations Planning and Corporate Reputation
Public Relations is increasingly being used strategically by organisations, profit and non-profit alike, to improve their reputations and achieve organisational goals. As a result, there is a growing demand for graduates who have the skills and understanding to assist organisations in maintaining their reputation through strategic Public Relations.
This module will focus on the public relations function in organisations, its role in maintaining the organisation’s reputation, the creativity and innovation needed by those working in this field, and the role of the planning process.
During your first year, you will gain knowledge and understanding of the major theories, principles and concepts of marketing, as well as gaining key transferrable skills that will be highly desired by employers.
Your second year will see you utilise the principles of marketing practice in an operational context, solving industry issues and critically analysing different scenarios.
During your final year, you will construct effective methods of communicating marketing concepts, generating well-reasoning marketing concepts.
Assessments will be linked to industry in order to ensure a coherent progression. Teaching will consist of practices and scenarios that mirror practice, enabling you to develop your analytical, critical reasoning and creativity skills. There will be the use of live clients for teaching and assessment, practice-based case studies and our Virtual Learning Environment, which will be used to support all modules.
You will have the chance to visit marketing companies and other businesses while on the course, learning first-hand how a company operates and markets itself successfully. In the past, students have visited leading businesses such as Sadler’s Ales.
I had already studied Business at both GCSE and A Level – it was a subject I enjoyed and that I understood well, but I wanted to challenge myself and do something slightly different at degree level, so I looked for a course which leaned more towards the creative side of things. I visited a few universities, but I spoke to students elsewhere who said they didn’t get much opportunity to speak with their lecturers, whereas at Birmingham City University the lecturers seemed very helpful and accessible.
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
Birmingham City University has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
If you are interested in undertaking part of your studies abroad, the Erasmus scheme may be of interest to you. It allows higher education students to study for part of their degree in another European country.
It is open to undergraduates in their second year (or above) and offers a unique opportunity to enhance your CV and experience new cultures. If you study with us you will have access to an Erasmus co-ordinator, who can provide information about which institutions we have links with.
Upon graduating, you could continue your progression with a Master’s degree.
When Lily Pebbles began her fashion, lifestyle and beauty blog as part of a digital marketing module, she had no idea how many doors would open up for her. Now she attends regular press launches for new products, collaborates with brands such as Forever 21 and was nominated for a Marie Claire blog award for her website 'What I Heart Today'.
Lily launched her blog as part of the Digital Marketing module in her third year of her degree in Marketing, Advertising and PR BA (Hons), during which students are encouraged to develop their own blogs to gain experience. Now, she has returned to the University as a guest speaker to encourage and inspire other marketing students.
Your programmes will provide you with specific business knowledge and skills, appropriate to graduate careers in marketing. Our specialist pathways will enable you to reflect on the dynamism and vibrancy of the business environment, enhancing your career prospects in the process.
Alongside gaining marketing skills will be a range of transferrable attributes, which will see you become a highly desirable graduate, able to work in a number of different industries.
In addition, you could gain first-hand experience with the Link Marketing Agency, our voluntary, student-led agency which provides you with the chance to work with a wide variety of clients.
You will also have the chance to undertake a work placement, gaining valuable real-life skills in a professional working environment.
By choosing this course, you’ll have the opportunity to undertake a one-year, paid work placement. We have links with many businesses across industries, locally and worldwide. This means you’ll get really valuable, direct experience on your paid placement.
Previous students have undertaken placements with companies such as Sky and Disney.
During her Marketing, Advertising and Public Relations degree, Shauna managed to land a placement working at Edgbaston Cricket Ground as a Commercial Executive. She helped on a variety of projects, including the 2016 kit launch for the Birmingham Bears T20 team. Hear her story.
OpportUNIty: Student Jobs on Campus ensures that our students are given a first opportunity to fill many part-time temporary positions within the University. This allows you to work while you study with us, fitting the job around your course commitments. By taking part in the scheme, you will gain valuable experiences and employability skills, enhancing your prospects in the job market.
It will also allow you to become more involved in University life by delivering, leading and supporting many aspects of the learning experience, from administration to research and mentoring roles.
Through our courses we give you the skills and experience needed to get a head start when applying for jobs. But we offer something extra too – Graduate+.
Our unique programme gives you the chance to develop valuable skills outside of the more formal classroom learning. We award points for Graduate+ activities (including firewalking!) and these can be put towards a final Graduate+ award.
Our graduates have gone on to work various creative roles within a range of companies. Anton Perreau went on to become one of the 30 most influential people in public relations under the age of 30 in PR Week's ‘Top 30 under 30’. He works as a senior public relations consultant and account manager of Battenhall, a brand communications agency for the social media economy.
Lily Pebbles is a recent graduate who has gone on to become a renowned beauty and lifestyle blogger – a blog which she actually started as part of her digital marketing module. She now runs her own YouTube channel, attends regular press events, collaborates with brands such as ASOS and won a Johnson & Johnson Journalism Award for Best Independent Beauty Blogger.
Other students have gone on to work in the financial sectors and for commercial groups. Ricardo Douglas is now Commercial Manager for CS Group while Rebecca Sykes is Digital Account Manager and MOFILM.
Birmingham City University is a vibrant and multicultural university in the heart of a modern and diverse city. We welcome many international students every year – there are currently students from more than 80 countries among our student community.
The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.
Our international pages contain a wealth of information for international students who are considering applying to study here, including:
The UK remains one of the world's leading study destinations for international students.
The first-class experience offered by universities are reflected in the world’s largest survey of international students. International students are more likely to recommend the UK than any other leading English-language study destination.
International students who have a serious interest in studying with us but who perhaps cannot meet the direct entry requirements, academic or English, or who have been out of education for some time, can enter Birmingham City University International College (BCUIC) and begin their degree studies.
BCUIC is part of the global Navitas Group, an internationally recognised education provider, and the partnership allows students to access the University’s facilities and services and move seamlessly through to achieving a Bachelor’s degree from Birmingham City University.
We are constantly investing in our estate and are currently in the process of spending £260 million on new learning facilities.
This course is based at our City Centre Campus – and specifically The Curzon Building, alongside other Social Sciences, Law, Business and English students.
The £63m building offers students a unique social learning space, including a dedicated student hub incorporating student support services, in the heart of Birmingham’s Eastside development.
The Business floors house an extensive number of IT facilities, breakout areas, and specialised rooms. The Marketing Link Agency is designed to replicate a modern marketing firm, allowing students to get real-life experience of working in the marketing sector. There is also the City Trading Room, which features state of the art stock market tracking equipment, keeping you up to date with all the financial comings and goings of the London Stock Exchange and Wall Street.
The Curzon building is also conveniently close to Birmingham’s business and financial centre, allowing for strong links between your studies and the real world.
Nicola Gittins is a Senior Lecturer in our marketing programmes, with an interest in digital marketing and marketing communications, who combines over 15 years' professional industry experience with many years experience of teaching marketing.