Marketing with Advertising and Public Relations

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https://www.bcu.ac.uk/courses/marketing-advertising-and-public-relations-ba-hons-2027-28

Marketing with Advertising and Public Relations - BA (Hons) - 2027/28 Entry | Birmingham City University

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Marketing with Advertising and Public Relations - BA (Hons)

Currently viewing course to start in 2027/28 Entry.

A brand’s external image and reputation are just as important as the product or service they provide.

Our BA (Hons) Marketing with Advertising and Public Relations course gives you the practice-based skills needed to succeed as an advertising and PR specialist....

How to apply

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Undergraduate

Study mode

Full Time/Part Time

BA (Hons)

Start date

September 2027

View course fees

Marketing

Location

City Centre

This course is:

Available with Professional Placement year

Open to International Students

Open Day Book now

Overview

Birmingham City University's Link Marketing Agency

View video transcript

the link agency is an in-house agency

that is run by marketing students it's a

real opportunity for students to engage

with live briefs which are given to them

from organizations in and around

Birmingham my students taking

responsibility and ownership of real

life campaigns with real deliverables

they understand that they're making

immediate impact and long-term

difference to clients businesses and it

gives them a real world expective of the

world of work

we've worked on apps we've done fashion

shows we've done TED Talks events when I

bring the clients into our working space

they're really impressed with the

employability of our students they said

they're very employable they're very

professional in terms of their attitude

and aptitude to work and they said gosh

this is like being in a real agency

Our BA (Hons) Marketing with Advertising and Public Relations course gives you the practice-based skills needed to succeed as an advertising and PR specialist. You will gain not only the knowledge needed to become a capable marketer but also the personal skills and real-world experience employers desire, enabling you to make an immediate impact upon graduation.

Employability, sustainability and the optimisation of emerging technologies such as artificial intelligence, simulation and data analytics are key fundamentals of this course as you prepare for a career in advertising and/or PR in any modern business. These skills, alongside the opportunity to obtain real-world experience with live clients will allow you to be an innovative, agile and flexible advertising or PR professional able to be reactive to brewing situations and opportunities to be immediately impactful a competitive and ever changing working environment.

A key benefit of the course is the opportunity to join The Link Agency - our student-led, in-house marketing agency. The Link Agency gives you the opportunity to work on live projects with real-world clients. Past clients of The Link Agency include the BullRing Shopping Centre, Acorns Children’s Hospice and Solihull Moors FC.

What's covered in this course?

This course covers the fundamentals of marketing with a specific focus on advertising and public relations. Alongside core marketing principles such as consumer behaviour, budgeting and finance, data, insights and analytics and live event experience, you’ll also gain a deeper understanding of contemporary advertising, digital enterprise, personal branding, digital analytics and public relations and reputation management. There is also a focus on crisis management, giving you all the necessary skills to be able to manage any number of PR, branding or reputational situations which may occur.

Employability and entrepreneurship are at the core of this course and these transferable skills will give you a solid foundation from which to build your career in marketing. By choosing this course, you’ll have the opportunity to undertake a one-year, paid work placement in addition to the opportunity to work on live, real-world projects through the Link Agency.

We have links with many businesses, 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, Johnson & Johnson, and Disney.

As a student on the course, you will also get to participate in The Pitch, a nationwide marketing competition held annually by the Charted Institute of Marketing (CIM), that allows you to apply your academic knowledge and creative skills to real-world marketing problems. This opportunity serves as a critical steppingstone for future marketing professionals by enhancing your employability and practical skills.

Professional Placement year

This course offers an optional professional placement year. This allows you to spend a whole year with an employer, following successful completion of your second year, and is a great way to find out more about your chosen career. Some students even return to the same employers after completing their studies.

If you choose to pursue a placement year, you will need to find a suitable placement to complement your chosen area of study. You will be able to draw on the University’s extensive network of local, regional, and national employers, and the support of our Careers teams. If you are able to secure a placement, you can request to be transferred to the placement version of the course.

Please note that fees are payable during your placement year, equivalent to 20% of the total full-time course fee for that year.

Accredited By

This course is accredited by:

Why Choose Us?

We have a strong focus on employability and through placement opportunities and our links with local businesses, we aim to ensure you graduate not only with your degree but also with the skills and knowledge needed to embark on your chosen career.

The STEAMhouse offers amazing opportunities for entrepreneurial students to kick start and build a business. Services available include the Incubator which helps focus and solidify business ideas and the Hatchery which offers support in getting your business off the ground.

We pride ourselves on being the University for Birmingham and supporting and giving something back to the local business community. We have strong links with local businesses in the city across several industries. These links help us enhance students’ experiences by giving them access to industry experts for guest lectures, exciting placement opportunities and other chances to engage with the business community as a whole.

We aim to infuse learning with exposure to real-world experiences. Through the Link Agency we give students the chance to work on real-life projects using industry-standard software and with real-world clients. These offer a unique opportunity for students to gain this invaluable experience while they study.

This course is accredited and meets the high standards of the Chartered Institute of Marketing.

of students rated the teaching on this course as good or very good. 93% of students said that academic support was good or very good and 98% of students rated the learning resources for this course as good or very good. NSS 2025

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Open Day

Join us for our next Open Day where you'll be able to learn about this course in detail, chat to students,

explore our campus and tour accommodation.

Next Open Day: 21 November

an Open Day

Course in Depth

First Year

Second Year

Professional Placement (Optional)

Final Year

In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).

Marketing Principles and Practice 20 credits

In Marketing Principles and Practice, you will learn the role that marketing plays within an organisation and how to apply some of the key tools and techniques that professional marketers use on a regular basis. For those undertaking a marketing degree, this module will provide a solid foundation for your course; for those studying other disciplines, the concepts presented here are valuable tools for a future career in all walks of business.

Design in Marketing 20 credits

The aim of this module is to develop your skills and understanding pertaining to the design aspects of marketing. This module significantly contributes to the programme philosophy, introducing the important elements of the design process, giving both an academic and practitioner perspective in line with programme aims.

Introduction to Data Analytics and AI 20 credits

This module offers an in-depth exploration of Data Analytics and its application in different aspects of business. The module also explores Artificial Intelligence (AI) and its role in contemporary business practices. It is designed to provide you with a practical understanding of the real-life application of data analytics in Business settings. The module brings together the worlds of business and technology and is ideal for those pursuing careers in business related fields, or business analytics. It equips you with essential critical thinking and data analytics skills that are highly in demand in today’s as well as the future employment market.

Finance for Managers 20 credits

This module will provide a gentle introduction to the world of accounting and finance for business managers of the future and is designed for those new to accounting or those studying on non-accounting related degree programmes.

Digital Marketing Principles 20 credits

Entrepreneurial Experience 20 credits

This module provides a comprehensive exploration of entrepreneurship, equipping you with the skills, perspectives, and theories applicable across industries and professions. It covers both new venture creation and innovation within existing organisations, emphasising entrepreneurial thinking and mindset.

In order to complete this course, you must successfully complete all the following CORE modules (totalling 80 credits).

Consumer Behaviour 20 credits

The Consumer Behaviour module builds on foundational marketing concepts, deepening your understanding of consumer behaviour in both domestic and international contexts. It unpacks the complex factors that drive decision-making, offering an insightful exploration of individual, social, and cultural influences.

Advertising and PR: Principles and Practice 20 credits

The aim of this module is to explore principles involved in the professional practice of advertising and public relations (PR). It introduces you to the range of techniques and tools used in advertising and PR.

Brand Management and Visual Communications 20 credits

The Brand Management and Visual Communications module delves into the art and science of building successful brands. It equips you with the knowledge to develop and manage impactful brands by exploring both the strategic and creative aspects of branding. You will learn how to craft compelling brand identities and understand the vital role of visual communications in amplifying a brand’s message and influence.

Integrated Marketing Communications 20 credits

In today’s fast-paced and interconnected world, effective marketing communications are the cornerstone of successful marketing strategy as they give visibility to, and understanding of, an organisation’s products and / or services in order to drive a response from a target audience. The Integrated Marketing Communications module will explore the principles, tools and techniques of marketing communications and look at how these can be used to develop campaigns that resonate meaningfully with the desired audience.

In order to complete this course you must successfully complete at least 40 credits from the following indicative list of OPTIONAL modules.

Marketing Research and Consultancy 20 credits

The Marketing Research and Consultancy module offers a comprehensive understanding of market research principles and their application in solving real-world business problems. In this module, you will explore the methodologies and tools used to gather and interpret data, enabling you to provide actionable insights to client organisations. You will also develop the professional skills needed to manage client relationships and learn how to communicate research findings effectively.

Data Analytics and AI in Practice 20 credits

This module progresses on from the Level 4 module Introduction to Data Analytics and AI. Artificial intelligence (AI) has transformed the business world and personal lives, and ‘Big Data’ is everywhere. This module will demonstrate how organisations apply analytical tools and techniques by harvesting and leveraging data to gain a competitive edge.

Live Event Experiences 20 credits

The aim of this module is to provide you with the practical industry skills in creating and developing a live event. In this module you will devise, plan, implement and evaluate the running of a live event to meet the business objectives of a live client. Whilst completing this task, you will also develop knowledge and skills in wider project management, administration, problem solving and creative thinking.

Entrepreneurial Feasibility 20 credits

In this module, you will develop a deep understanding of the entrepreneurial process, focusing on the evaluation of the feasibility of new business ventures. You will explore how businesses are formed, structured, and strategically developed to achieve long-term sustainability.

In order to qualify for the award of BA (Hons) Marketing With Advertising And Public Relations with Professional Placement Year you must successfully complete the following module.

Professional Placement Year 120 credits

This module is designed to provide you with the opportunity to undertake a credit bearing, 40- week Professional Placement as an integral part of your Undergraduate Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.

Marketing Strategy and Planning 20 credits

Marketing is usually involved in providing information used in strategic decision-making and is often in the forefront of executing such decisions. It is very important for marketers to have an understanding of strategy and planning as it enables marketing activities to be directed to the specific needs of that organisation. You must appreciate the complexities of preparing and implementing longer-term, customer-focused plans and the significant role of marketing and management in contributing to the core vision of the organisation and the achievement of its plans.

Sustainable Marketing 20 credits

Whilst marketing has contributed to many of the issues faced by today’s society, the Sustainable Marketing module offers an alternative perspective of marketing and the critical role that it has to play in facilitating a sustainable future. During this module, you will explore some of the key drivers of the sustainability agenda, as reflected in the UN Sustainable Development Goals (SDGs), and develop an understanding of how marketing can develop strategies to support this agenda whilst still meeting the commercial needs of the business.

Contemporary Advertising Practice 20 credits

Contemporary Advertising, will explore best practice advertising techniques, In this field creative, marketing communication tools and techniques are continuously evolving. Current examples pulled from real-world experiences, will be analysed from the view of a practitioner’s perspective. Taking a comprehensive view of the industry, advertising will be analysed from the creative standpoint and continuing to address the importance of integrated marketing communications in the field of advertising and how it impacts advertising strategy through featured campaigns.

PR Planning and Reputation Management in the Digital Era 20 credits

Public relations is a strategic asset of any firm or organisation and the ability to appraise and analyse the characteristics of a successful PR strategy is fundamental to a successful practitioner. PR utilises a variety of techniques and skills to create the compelling content and word of mount media coverage that makes this PR, after personal recommendation, the most effective marketing channel.

In order to complete this course a student must successfully complete at least 40 credits from the following indicative list of OPTIONAL modules

Digital Marketing Performance and Analytics 20 credits

The Digital Marketing Performance and Analytics module equips you with the skills and knowledge to thrive in the data-driven digital marketing landscape. It explores how digital transformation has reshaped industry practices, emphasising the shift from traditional methods to analytics-powered strategies. The module offers a comprehensive understanding of how data and analytics optimise marketing performance and inform strategic decision-making.

Customer Relationship Management 20 credits

To successfully market products and services, it’s never been more important to apply the science of how people make decisions. However, marketing goes beyond the purchase decision, the ultimate destination for any organisation is the creation of loyal customers that repeat purchase and advocate the brand/organisation.

Practical Applications of AI in Business 20 credits

This module builds on the previous modules (Introduction to Data Analytics and AI and Data Analytics and AI in Practice). The module offers hands-on experience of Artificial Intelligence (AI) based solution development for addressing a particular business challenge.

Creative Digital Marketing Professional 20 credits

The Creative Digital Marketing Professional is an experiential and entrepreneurial module designed to help you grow as a confident professional in the dynamic digital marketing sector. It explores how creativity and innovation can shape the work you undertake, whether for clients or within your own digital marketing start-up.

Sales and Channel Management 20 credits

The Sales and Channel Management module brings together two critical commercial areas: crafting an effective channel strategy, and mastering the sales, promotion, and negotiation techniques essential for delivering products or services to customers.

Business Models for Digital Economy 20 credits

Following from the discovery (L4) and practice (L5) phases of your journey into developing enterprise skills, this module focuses of the application phase (L6), where you are encouraged to learn and apply different techniques to launch a technology start-up.

Management Project 40 credits

The module will allow you to demonstrate your ability to evaluate a business issue relevant to your discipline of study and utilize the theory from your study to date to generate recommendations at either a theoretical or practical level. It will allow you to demonstrate your analytic and time management skills in a practical way.

All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.

Download course specification

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This course is accredited by the following organisation:

Chartered Institute of Marketing

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 our CIM Accredited Degrees. 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.

You can choose to ‘top-up’ up your degree to achieve a Level 6 CIM qualification. As part of our accreditation students, are exempt from the Strategy and Planning module, which is covered in your final year of study. BCU currently offers students free tuition to complete the top-up if studied within the first year of graduation.

Students are also encouraged to join the Marketing Club, a global community for tomorrow’s marketers, brought to you by The Chartered Institute of Marketing (CIM). For a one-off payment, you’ll unlock resources and support to guide you throughout your studies and beyond. Whatever path you’re on, The Marketing Club helps you grow your career with confidence.

Entry Requirements

These entry requirements apply for entry in 2027/28.

All required qualifications/grades must have been achieved and evidenced at the earliest opportunity after accepting an offer to help confirm admission and allow for on-time enrolment. This can also include other requirements, like a fee status form and relevant documents. Applicants can track their application and outstanding information requests through their BCU mySRS account.

Essential requirements

112-72 UCAS Tariff points

The offer we make you takes into account your individual circumstances, predicted grades, achieved qualifications and potential to succeed at university.

GCSE and other level 2 requirements

This course does not require evidence of GCSE qualifications. Please see A Level, BTEC and other level 3 requirements below.

A Level, BTEC and other level 3 requirements

Qualification

Entry requirements

A Level / AS Level

A Level: 112-72 UCAS Tariff points / BBC-CDE (or equivalent)

AS Level: Must be in a different subject to A Levels

A maximum of four subjects will be considered

Pearson BTEC (Diploma / Extended Diploma/ Extended Certificate)

Diploma accepted with one A Level or equivalent level 3 qualifications

Extended Certificate accepted with two A Levels or equivalent level 3 qualifications

Typical offers vary according to individual circumstances and may be equivalent to a Merit or Pass overall grade

All subjects considered

Access to HE Diploma

Pass with 60 credits, 45 credits at level 3

OCR Cambridge Technical qualifications

NCFE CACHE Level 3 qualifications

WJEC Level 3 qualifications

Considered with two A Levels or equivalent level 3 qualification(s)

Irish Leaving Certificate (Highers)

112-72 UCAS Tariff points, achieved in five Higher level subjects

Scottish Higher / Advanced Higher

112-72 UCAS Tariff points, achieved from three Advanced Highers or two Advanced Highers plus two Highers

Welsh Baccalaureate

112-72 UCAS Tariff points. Considered with three A Levels or equivalent level 3 qualifications

AAT Diploma in Accounting

IFS / LIBF in Financial Studies

If you're applying with an International Baccalaureate Diploma or international qualifications, please see further information below.

Mature students

Applications from mature students (21+) with alternative qualifications and/or considerable work experience will be considered on their merits.

International qualifications

International Baccalaureate Diploma

Obtain 28-24 points overall

EU / International students

Please see your country page for further details on the equivalent qualifications we accept. In addition to the academic entry requirements listed above, international and EU students will also require IELTS 6.0 overall with no less than 5.5 in each band.

If you do not meet the required IELTS score, you may be eligible for one of our pre-sessional English courses. Please note that you must have a Secure English Language Test (SELT) to study on the pre-sessional English course. More information on pre-sessional English courses.

Meeting our entry requirements

If you do not meet our academic or English language requirement, or have been out of education for some time, you may wish to consider joining Birmingham City University International College (BCUIC). 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 undergraduate study at Birmingham City University.

If you have a qualification that is not listed, please contact us.

Fees & How to Apply

Please select your student status to view fees and apply

UK Student

International Student

UK students

Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.

Award: BA (Hons)

Starting: Sep 2027

Duration

Full Time

£10,050 in 2027/28

Apply via UCAS

Part Time

Show fees

Apply Online

£1675 per 20 credits

Year 1 - 80 credits

Year 2 - 80 credits

Year 3 - 80 credits

Year 4 - 80 credits

Year 5 - 40 credits

Fees for Part-time students

This course can be studied on a Part-time study basis. The cost per year of study is based on credit requirements for that year.

International students

£19,220 in 2027/28

Included in your course fees

Access to computer equipment

You will require use of a laptop, and most students do prefer to have their own. However, you can borrow a laptop from the university or use one of our shared computer rooms.

Printing

You will receive £5 print credit in each year of your course, available after enrolment.

Field trips

All essential field trips and associated travel costs will be included in your course fees.

Access to Microsoft Office 365

Every student at the University can download a free copy of Microsoft Office 365 to use whilst at university and for 18 months after graduation.

Key software

You will be able to download SPSS and Nvivo to your home computer to support with your studies and research.

Key subscriptions

Subscriptions to key journals and websites are available through our library.

Free Adobe Creative Cloud licence

Students studying on this course can request a free licence to install the entire suite of applications on up to two personal devices.

Not included in your course fees

Excess printing (optional)

Once you have spent your £5 credit, additional printing on campus costs from 5p per sheet.

Personal stationery and study materials (optional)

Based on the past experience of our students, you might find it helpful to set aside about £30 for each year of your studies for your personal stationery and study materials.

Placement expenses (optional)

If you choose to undertake a placement, you'll need to budget for accommodation and any travel costs you may incur whilst living or working away from home.

Personal equipment (optional)

Whilst not essential, it is advised you own a computer or laptop capable of running standard software.

Memberships (optional)

You may wish to join a union or professional body related to this course, such as CIM and undertake the CIM qualification at your own expense. Please visit the CIM website for latest costs.

Accommodation and living costs (optional)

The cost of accommodation and other living costs are not included within your course fees. More information on the cost of accommodation can be found in our accommodation pages.

Guidance for UK students

UK 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.

Applying through UCAS

Register with UCAS

Login to UCAS and complete your details

Select your course and write a personal statement

Get a reference

Pay your application fee and submit your application

Guidance for International students

There are three ways to apply:

1) Direct to the University

You will need to complete our International Application Form and Equal Opportunities Form, and submit them together with scan copies of your original academic transcripts and certificates.

2) Through a country representative

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.

3) Through UCAS

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.

Personal statement

The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.

Here are the three areas you’ll need to address:

Why do you want to study this course or subject?

Here’s where you explain what makes this course exciting to you. Think about your motivations for studying the course and your future plans. If you’re planning to take a year out, don't forget to give your reasons.

How have your qualifications and studies helped you to prepare for this course or subject?

This is your chance to show what you’ve learned at school or college. You should include the skills and knowledge you’ve gained from education or training and how this will help you succeed in your chosen course.

What else have you done to prepare outside of education, and why are these experiences useful?

Not everything you’ve learned comes from the classroom. Life experience counts too! You might want to talk about work experience, employment, or volunteering and how they’ve helped you develop the skills needed for your chosen course or future career.

Worried about Personal Statements?

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.

Get personal statement advice

Financial Support

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.

View fees for continuing students

Employability

Enhancing employability skills

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.

Placements

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 and can support you in organising your placement and the opportunity to gain invaluable, direct experience on your placement.

Previous students have undertaken placements with companies such as Sky and Disney

More about our placement opportunities

Heather Tulloch - Alumni

Heather initially planned to attend another university but found a better fit at BCU through Clearing, where she pursued a degree in Marketing, Advertising, and PR. Her time at BCU provided valuable learning experiences, supportive lecturers and opportunities for internships. Since graduating, Heather has founded her own branding business, with aspirations to expand and create a hub for local creatives in Birmingham.

Discover Heather's story

Facilities & Staff

Marketing facilities

Take a look around the facilities available to you as a Marketing student at BCU.

See our Marketing facilities

Our staff

Dr Dianna Nderitu

Senior Lecturer and Course Leader in Marketing

Dianna is Lecturer in Marketing and the Course Leader for the Marketing course and pathways. Dianna gained a PhD from Coventry University in the areas of Relationship Marketing and Service Marketing. Before joining BCU, Dianna taught at Coventry University Group within the Marketing department. Her current areas of research are in the areas of...

More about Dianna

Dr Charlotte Carey

Associate Professor in Digital Marketing

Dr Charlotte Carey currently leads BCU’s Entrepreneurship research cluster, which is part of the CEIG research centre.

More about Charlotte

Jane Gosney

Senior Lecturer in Marketing, Associate Course Leader - Marketing Programs

Prior to becoming a Lecturer, Jane Gosney spent 15 years in Fast-Moving Consumer Goods (FMCG) marketing, working on brands such as Terry’s Chocolate Orange, Toblerone and Rachel’s Organic. She has also worked with major retailers developing product ranges, such as Tesco and Sainsbury’s.

More about Jane

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