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BSc Business and Management (Marketing)

At a glance

  • Develop the marketing expertise to succeed in the rapidly changing world of business
  • Taught by both academics and market practitioners in a variety of learning environments, including small group seminars
  • Specialise in topics such as Digital Marketing and Consumer Behaviour
  • Certified by CIM (The Chartered Institute of Marketing)
Subject area(s)
Business & Management
Start Date
September 2024
3 years (4 years with placement year/study abroad)
Programme Director
Irene Garnelo Gomez Profile Pic Jun18 75iuglcob
Dr Irene Garnelo-Gomez


Marketing is key to any business and understanding its importance is vital to a career within a variety of industries, whether you wish to go in a creative or more statistical direction. By choosing the BSc Business and Management (Marketing), which is certified by CIM (The Chartered Institute of Marketing) you will gain skills and knowledge that will support your transition into your future career.

In the first year you will study core modules introducing you to topics such as Markets, Marketing and Management, Management Debates and Developing Professional Excellence. This will give you a firm grounding of knowledge which can be applied to current business problems.

In your second year you will build upon the fundamentals of business and explore more comprehensive areas of marketing such as Digital Marketing and Brand Theory and Practice.

In the third year you will have the option to apply for either a paid work placement or to study abroad. These are great opportunities to enhance your CV, further develop your skills and apply your knowledge in a real work environment.

In your final year you will continue to study the importance of marketing and how to optimise marketing performance. You will have the opportunity to choose from a wide of range of optional modules, allowing you to tailor your degree towards your own interests and career goals.

Our BSc Business and Management pathways have been designed to allow you to focus your degree even further and tailor it to your specific interests. Here is a guide to help you understand them.

In year one of your studies you will focus on gaining core knowledge of Business and Management. The content of the first year will be the same for all pathways as well as the general BSc Business and Management degree. At the end of year one you will be able to transfer to a pathway of your choice or continue general programme. You are not tied to a specific pathway at this point.

Year of study % weight of modules
Year 1 100% compulsory modules (all pathways)

In year two you will gain a more in-depth understanding of Business and Management. You will now start to focus your degree further with modules that are specific to the pathway of your choice. Some pathways give you the opportunity to start to tailor your degree with optional modules. At the end of the second year, you will not be able to choose a different pathway again, although you will have the opportunity to transfer back to the general programme.

Year of study % weight of modules
Year 2 50% compulsory modules (all pathways)
50% mix of further compulsory and/or optional modules (pathway dependent)

Between your second and final year you will have the option to do a work placement or study abroad year. Opting for the year can be beneficial for your career prospects and considerably enhance your CV, setting you on the right path for a successful career.

Year of study
Work Placement/Study Abroad (Optional)

In your final year you will consolidate your knowledge, preparing you to enter the world of work. You will have more flexibility with optional modules, with compulsory modules still relevant to the pathway you have chosen.

Year of study % weight of modules
Final year 100% mix of optional and compulsory modules (pathway dependent)

Part 1

Compulsory modules Credits

This module introduces students to key ideas and debates that pertain to the study of business and management. It exposes students to the intellectual foundations on which many well-known management frameworks are built. In doing so it requires students to consider business decisions from different disciplinary perspectives including economics, psychology, history and law, and to recognise the value of these competing viewpoints.

Academic authors
Dr peter miskell 397 3 Peter Miskell1 75e5pfi5i
Professor Peter Miskell
40 Credits

The aim of this module is to provide students with a foundation in business and management practices and theories. These provide the necessary context when students specialise in their later studies.

The module will introduce students to the competitive environment, markets, strategy, marketing, operations, organisational behaviour and entrepreneurship. While students will learn the core concepts which underpin these areas, they will also gain an understanding of the inter-relationships between them.

While there is a strong emphasis on key theories and frameworks, students will be required to apply them to current business cases which will help them as they start their careers in whatever industry they choose.

Academic authors
A Hull DR 1 75n9b6sin
Dr Andrew Hull
20 Credits

The aim of this module is to provide students with a foundation in how businesses use accounting information. It will introduce students to management accounting and financial accounting, and it will provide the necessary foundation in accounting to allow them to specialise in their later studies

Academic authors
Sue Blackett001 75efq6q4m
Sue Blackett
Sian Weatherburn
20 Credits

Acquiring, managing, and analysing data is an important business activity that allows organisations to make strategic use of their data assets.

Analysing historical data can give companies insight on how to optimise a wide range of functions related to accounting and management. Furthermore, constructing predictive models can facilitate the process of classifying future events and making informed data-driven decisions. This introductory module aims to expose students to key concepts in data analytics by introducing two stages of data analytics (a) descriptive analytics and (b) predictive analytics, as well as visualisation techniques for qualitatively summarising data.

Academic authors
Markos Kyritsis 75n7l9phu
Dr Markos Kyritsis
20 Credits

The module focuses on developing students’ understanding of the graduate and placement recruitment process from the perspective of the recruiter and the organisations. For that purpose, the module draws on the skills and learning from the first two terms to provide students with an experience of the recruitment process, beginning to end.

The module will enable the students to use their learning so far to appreciate the economics of recruitment, the context of different organisations (businesses and sectors), the different talent management strategies and needs, the rationale for employing specific process and procedures, and what are the next steps in developing a successful, high-performing and engaged workforce.

The module is designed to be delivered in the summer of part 1. The lectures and seminars run ahead of placements and internships applications. Therefore, it equips the students to make better choices and improved applications, strengthening their success rate of obtaining placements, internship and future jobs upon graduation.

Academic authors
Tatiana Rowson Staff Photo
Dr Tatiana Rowson
Can Ererdi Photo
Dr Can Ererdi
20 Credits

Part 2

Compulsory modules Credits

To provide an understanding into the psychological and sociological factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

Academic authors
Bahram Mahmoodi Kahriz
Dr Bahram Mahmoodi Kahriz

Marketing Essentials (MM218) is a foundation module in Marketing. It provides students with an overview of Marketing as an academic subject, a key area of corporate activity and a fundamental component of a business strategy. The module discusses and analyses marketing theories, as well as strategic marketing tools and techniques used in the business world. Students are encouraged to engage actively and critically with the theoretical and empirical contents of the module through weekly pre recorded lectures, live interactive sessions with guest speakers and small-group tutorials. Moreover, students are expected to demonstrate an ability to integrate marketing theories, strategic tools and business practice in their coursework and exam papers.

Academic authors
Alex Scher Smith Profile Oct18 75j124qn8
Alex Scher-Smith
20 Credits
20 Credits
20 Credits

Brands are some of the most valuable assets managed by companies today. Strong brands have a major influence on purchase decisions and help companies achieve sustainable competitive advantage. This module follows on from Marketing Essentials (MM218) and focuses on two key issues within Marketing: Branding and the preparation of a Branding orientated project. This Project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM299 in a creative and challenging team task. Guidance for this task is provided through the term. The lectures explore and discuss theories and business practice related to building and managing strong brands

Academic authors
Irute Daukseviciute Profile Pic Jun18 75iuglcwd
Dr Irute Karanicholas

Part 3

Compulsory modules Credits
This module is specifically aimed at giving students a comprehensive view on personal leadership development and how to plan their own leadership skills strategy. The students will be expected to examine the concepts, theories, and evidence needed to develop their understanding and competencies associated with leadership development and explore different approaches for leadership development planning and action. This includes developing self-awareness, contextual awareness and how to design a learning agenda.


Academic authors
Tatiana Rowson Staff Photo
Dr Tatiana Rowson
Linghe Lei Updated Photo
Dr Linghe Lei

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.

This module provides students with the key tools required to implement a successful digital marketing strategy. This includes understanding search engines, social media, content marketing and the analysis of web analytics data. Students will also build an understanding of the wider social and public policy issues that use of internet technology, including questions of regulation, privacy and use of customer data.

This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module, students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy. Students will also gain practical experience of digital platforms used to implement marketing strategies in this context.

Academic authors
Rodrigo Perez Vega Profile Pic Jun18 75iugl9ic
Dr Rodrigo Perez-Vega
20 [10 ECTS credits]

Students must also select at least one of the following:

Compulsory modules Credits

An organisation can have the best product or service, however, if consumers are unaware of it, it will not be successful. That is where marketing communications comes in. Marketing communications is the tool to reach and engage the intended audience. In this module you will learn how marketing communications works. We discuss underlying theories and apply these across traditional and digital marketing communications. Topics include advertising, direct marketing, sales promotion, and other aspects of the marketing communication mix. You will learn how to design, manage, and assess marketing communication efforts to best reach and engage the intended audience.

Academic authors
Dr Katrin Scherschel Email:

In today's competitive business landscape, measuring and optimising marketing performance has become more crucial than ever. As reported by numerous industry experts and scholars, the pressure to optimise the impact of marketing activities is at an all-time high. Marketing professionals in senior roles, including Marketing Manager, Marketing Director, and CMO, are expected to have the ability to quantify their performance effectively and improve the outcomes of marketing activity.

Unfortunately, many marketers find it challenging to prove their worth due to several reasons. To overcome this hurdle and optimise marketing performance, it's crucial that marketers acquire the necessary skills and knowledge.

This module is designed to equip individuals that will be working in marketing roles with the essentials of measuring marketing performance. By taking this course, learners will gain practical insights and techniques to demonstrate the effectiveness of their marketing activities and optimise them, helping them justify their value in their organisation.

Academic authors
Irute Daukseviciute Profile Pic Jun18 75iuglcwd
Dr Irute Karanicholas

Remaining credits will be made up of optional modules available in Henley Business School or modules from elsewhere in the University.

Example modules include (please note that all modules are subject to change):

Optional modules Credits

This module will introduce students to marketing in an international context.

This module aims to enable students to understand the complexity and variety of factors playing a role in designing and implementing international marketing programmes. The module also aims to stimulate students' critical and independent thinking in addressing topics from a theoretical as well as an empirical perspective. Most organisations out-grow their domestic markets and are faced with challenges in opening up export opportunities and spreading their operations internationally. In an increasingly digital era, trading across geographic and political borders is ever more commonplace. While these options provide growth for organisations, they also present significant hurdles. This module discusses the reasons for operating outside the domestic market, explores the analyses necessary before selecting entry strategies and deciding on an international marketing strategy, and considers the implications for marketing operations of organisations trading across cultures.

Academic authors
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Melisa Mete
20 [10 ECTS credits]

The module considers exactly what it says – the dark side of marketing. Marketing is often presented as a solution to business problems. But marketing can itself cause problems for consumers.

This module focuses on exploring the conflicting, controversial and moral challenges facing marketing in specific contexts. We will be discussing the non-traditional and unspoken yet critical topics of marketing practice. Our focus areas are those having a global impact and that touch upon pretty much every individual on the planet. It is an integrative module that combines marketing with other science subjects (eg., nutrition, law and others). This module will explore marketing and its effects on consumers’ physical and mental well-being and alleged exploitation of vulnerable consumers. This module is critical, applied and contemporary. It looks at current issues and asks how you can use your marketing skills to help resolve some practical consumer and societal problems, and how marketing should be transparent, honest and true. We will explore ways to make consumer lives truly better, easier and happier.

This is NOT a traditional or foundational marketing module but one that will challenge the very way you view and think about marketing. In this module we will explore marketing that you perhaps didn’t know existed.

Academic authors
Irute Daukseviciute Profile Pic Jun18 75iuglcwd
Dr Irute Karanicholas
20 [10 ECTS credits]

This module engages in a detailed analysis of the media industry. Fundamental economic questions are considered, along with the strategic choices facing media organisations. Students are introduced to the key challenges facing firms within the industry, and are invited to consider the role of media organisations in shaping contemporary society.

The module aims to provide students with an enhanced understanding of:

  • What the media industry looks like, and why.
  • The commercial challenges facing media organisations, and how these are addressed.
  • The wider public impact of media organisations, and debates about media and society.
Academic authors
MLP 3791 Marrisa Joseph NEW 75edwqcke
Dr Marrisa Joseph
IMG 0187 75j0w8alk
Dr Anna De Amicis
20 [10 ECTS credits]

This module covers key concepts and theories within the area of service operations management. It is designed to introduce students to the particular challenges facing service organisations in an era where services contribute more to gross domestic product (GDP) than manufacturing.

This module is designed to provide the theoretical and practical grounding for those students wanting to work within service organisations or service business units within manufacturing organisations.

The aims of the module are to:

- Introduce core theories of service operations management;

- Describe the key concepts of service operations management, including, but not limited to, service design, service quality, service process improvement and managing service capacity and demand;

- Explore and critique service operations and service design methods and tools.

Academic authors
Nigel Spinks 75e5pfiiz
Nigel Spinks
20 [10 ECTS credits]

This is an interactive and practical module aiming to give students a comprehensive introduction to the social enterprise sector.

By the end of this module students will be able to:

• Understand the role of the social enterprise in society
• Recognise the impact of various stakeholders on the development, survival, and growth of such organisations

Academic authors
Amal Ahmadi002 75e5pfidr
Dr Amal Ahmadi
20 [10 ECTS credits]

Projects have become an important mode of organising work in many organisations and industries in response to the need to develop and deliver complex one-off goods and services and to manage change initiatives.

This module is designed to provide the theoretical and practical grounding for those working in and leading projects. The assignment includes project-based group activities to develop critical understanding of tools and techniques in practice.

Academic authors
Nigel Spinks 75e5pfiiz
Nigel Spinks
20 [10 ECTS credits]

This module explores the field of intellectual property law.

20 [10 ECTS credits]

There is growing recognition of the role business and market-based solutions can play in tackling complex ‘wicked’ global sustainable development challenges, including reducing poverty, protecting vulnerable ecosystems, and facing up to global climate change. Concurrently, barely a day goes by without media reports of corporate misbehaviour and scandal.

This module examines the role of business in society and the importance of Corporate Social Responsibility (CSR).

This module aims to develop students’ awareness and understanding of contemporary debates and practices of and to encourage their reflection on the wider role of business in society and global sustainable development.

Academic authors
Irene Garnelo Gomez Profile Pic Jun18 75iuglcob
Dr Irene Garnelo-Gomez
20 [10 ECTS credits]

Information systems are the means by which people and organisations, utilising technologies, gather, process, store, use and disseminate information. Digital business makes effective use of information systems to enable organisations to create value throughout the value chain.

This module covers key concepts, theories, techniques, and issues towards an e-enterprise. It emphasises the importance of aligning business and IT strategies through an understanding of the structure and function of information processed by IT systems from both business and technical perspectives.

Academic authors
Dr keiichi nakata 397 3 Keiichi Nakata 75e5pfi5h
Professor Keiichi Nakata
20 [10 ECTS credits]

This module provides an introduction to the variety of strategic issues confronting managers of multinational enterprises (MNEs), both within the firm and in the global marketplace.

Strategy and International Business helps students understand the classic components of a strategy and international business. It examines the factors that influence the development and the competitive positioning of multinational enterprises (MNEs). This requires an understanding of both the external international business environment and the internal nature of the firm, its strategy, structure and financial management. A firm’s strategy provides the context within which managers decid e what to do, and what not to do, with respect to resource allocation, market selection and organizational development.

Academic authors
Quyen Nguyen 75e5pfimu
Dr Quyen Nguyen
20 [10 ECTS credits]

In today's fast-paced business world, having a solid understanding of digital marketing is crucial to achieving success. As more and more consumers turn to online channels to research and make purchasing decisions, it's important for businesses of all sizes to have a strong online presence and effective digital marketing strategies. That's where our advanced digital marketing module comes in! In this module, you'll explore the latest digital marketing trends and gain practical experience using a range of skills to consult organisations on the most appropriate digital marketing approaches. From understanding the digital opportunity and digital media for business purposes to creating compelling content and optimising paid search campaigns, you'll learn the tools and techniques that will help you drive results and achieve business goals.

Through hands-on practice with digital platforms, you'll gain real-world experience implementing marketing strategies that work. Plus, you'll delve into advanced digital tracking, conversion rate optimisation, and AI-enabled technologies to give you a competitive edge in the job market.

Academic authors
Rodrigo Perez Vega Profile Pic Jun18 75iugl9ic
Dr Rodrigo Perez-Vega

*The module or course content descriptions set out on this page are correct for those being taught in the current academic year. Modules or course content marked as optional are indicative and may be subject to change. Please note, constraints in timetable scheduling may mean you are unable to take some optional modules at the same time as others.

Our undergraduate degrees are taught through a mix of lectures, group projects and interactive classroom lessons. This gives you the opportunity to discuss, explore and then apply the subject content in depth with your lecturers and fellow students.

Through exploring and tackling real-world challenges, you will also be able to develop your critical thinking and problem-solving abilities.

Modules are assessed through written assignments, in-class tests, group presentations and formal examinations. This helps you graduate as a rounded individual and develops your transferable skills, which are highly sought after by leading graduate employers.

Each academic year you will be required to complete a number of compulsory and optional modules, totalling 120 credits. A typical 10 credit module requires a total of 100 hours of study. This includes contact hours with lecturers as well as independent study.

Typical offer

A Level: ABB

International Baccalaureate: 32 points overall

GCSE: Maths and English at grade B (5).


Contextual offer

A Level: BBC

For more information on contextual offers, please visit the University of Reading webpage

Tuition fees for undergraduates at University of Reading are:

  • £9,250 a year, for the full course duration, for UK if you started your undergraduate course in September 2020 onwards*.

*This fee capped for the full duration of your course.

Your fees will be fully covered by a loan from the Student Loan Company, in line with its published repayment terms and conditions.

Government Funding

UK students can get government loans to help towards their living costs, known as ‘maintenance loans’. If you choose to take out both a fees loan and a maintenance loan, these will be rolled together and repaid only after graduation through the tax system, as a proportion of your income. To find out when you will start repaying your student loan, visit the government website for the latest information.

UK/Republic of Ireland fee changes

UK/Republic of Ireland undergraduate tuition fees are regulated by the UK government. These fees are subject to parliamentary approval and any decision on raising the tuition fees cap for new UK students would require the formal approval of both Houses of Parliament before it becomes law.

EU student fees

With effect from 1 August 2021, new EU students will pay international tuition fees. For exceptions, please read the UK government’s guidance for EU students.

The International Undergraduate 2024/25 fee level for this programme is £22,350. There may be financial support available - consult your local British Council/Education Counselling Service.

Please see the University's financial pages for further information on international fees.

You can apply online for all of our courses via the national admissions service, UCAS.

Find out more

BSc Business and Management (Marketing) is certified by CIM (The Chartered Institute of Marketing)

Henley Careers

Our aim at Henley Careers is to empower and enable you to leave the Business School confident in being able to progress your career forward successfully.

We are committed to enable you to take a strong career leadership approach to your career planning. We will work with you to help you understand yourself better, as well as truly understand the obstacles and opportunities around you. Research both at Henley and other leading Business Schools shows that people who are self-reliant and usually achieve higher levels of success. We therefore encourage your job search to be driven by you and your needs, but along the way, we provide you with advice and insight regarding your strategy.

You can book a telephone or video appointment with your dedicated Careers Consultant to get support and advice for your career planning or professional development. We also hold numerous events to help you learn about different careers and develop your skills, such as Monday Night Employer Panels, Success Studios and Resilient You.

A work placement offers you an enormous range of benefits – both during your degree and beyond.

On most of our undergraduate courses you can choose to do a 9 to 12-month placement in your third year, before returning to complete your final year at the Business School. This will appear on your degree transcript and offers many of the following benefits:

  • Put your learning into practice
  • Enhance your CV by developing sought-after skills such as time and project management, teamwork, commercial awareness, and communication
  • Build a professional network - a successful work placement can lead to the offer of a permanent role with the same organisation upon graduation
  • Gain a wealth of knowledge, experience and transferable skills to set you on the right path for a successful career
  • Gain insight into the real world of business

How we support you

Our dedicated placement team, who all have a background in industry and graduate recruitment, will provide you with expert advice and guidance – from helping choosing the right Industry Placement through to supporting you while working during your third year.

You will start to consider what kind of work placement you would like to pursue in your first year. Students returning from their work placement will give presentations and share their experiences with you, providing a valuable insight into what you can expect.

You will receive ongoing support during your work placement, with your tutor visiting twice during the year to discuss your experience and performance. You will also develop and agree a training plan with your placement tutor and line manager.

Work placement destinations

Recognising that the majority of our students prefer to remain in and around Reading during their placement year we work with leading graduate employers in the region.

We also encourage and support students who wish to do their placement year in London, or other cities in the UK or abroad.

Study abroad

Most undergraduate students have the opportunity to benefit from our international links and spend time studying overseas. Find out more:

Contact us

If you have any questions regarding Accounting, Business & Management Courses, please contact us by:

Telephone: +44 (0)118 378 5058

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