City

What you'll study

This degree covers the core disciplines of contemporary marketing, blending theory with practical application. You will study consumer behaviour, marketing research, brand management, digital and social media marketing, marketing communications, pricing and product strategy, and marketing analytics. Modules are typically organised to develop foundational knowledge in the first year, specialist and applied skills in the middle years, and a substantial independent project or dissertation in the final year.

• Year 1 / Foundations: introduction to marketing principles, basics of consumer behaviour, principles of economics for marketers, and quantitative skills for market analysis.
• Year 2 / Development: market research methods, digital marketing and e‑commerce, brand and communications strategy, and modules on data analysis and marketing planning.
• Final year / Specialism and project: strategic marketing, advanced analytics, elective options (such as international marketing, services marketing or entrepreneurship), and a dissertation or consultancy project working with real clients.

Many students have opportunities for experiential learning through live client briefs, simulation exercises and guest lectures from industry practitioners. Where available, students may opt for a placement year or study abroad to gain additional work experience and international perspective.

Entry requirements

Applicants are usually expected to hold a recognised secondary school qualification (for example A‑levels or an equivalent international qualification) or an Access to Higher Education diploma. Admissions consider academic achievement alongside evidence of interest in marketing — such as work experience, extracurricular activity or demonstrable independent study. Mature applicants and those with vocational qualifications are also welcome.

GCSE level English and mathematics (or recognised equivalents) are normally required. International applicants must demonstrate proficiency in English through a recognised test or qualification. Specific entry requirements, including acceptable qualifications and any contextual admissions information, are published by the university and considered as part of each application.

Career prospects

Graduates move into a wide range of commercial roles across sectors. Typical career paths include:

• Marketing executive or coordinator
• Digital marketing or social media specialist
• Brand manager or assistant brand manager
• Market researcher or insight analyst
• Account manager in advertising or PR agencies
• Growth/UX roles in start‑ups and technology firms

Many graduates also join graduate schemes at retailers, consumer goods companies, consultancy firms and financial services organisations, or go on to professional marketing qualifications and postgraduate study. The degree emphasises transferable skills — communication, analysis, project management and digital literacy — that are valued across the labour market.

Why study at City

City is located in central London, providing proximity to a dense network of marketing, media and advertising agencies, major brands and financial institutions. The university emphasises employability with strong employer engagement, guest speakers and careers support tailored to business and creative industries.

The programme combines academic rigour with practical experience: students benefit from applied projects, industry links and opportunities to pursue professional development alongside their degree. Small group teaching and access to specialist resources for digital marketing and analytics support skill development relevant to modern marketing careers.