Economics and Marketing

Economics and marketing is a combination that brings together analytical rigour and commercial application in a degree well suited to those who want to understand markets and the people who participate in them. Economics provides the theoretical and quantitative frameworks to analyse how resources are allocated, how prices are determined, and how macro and microeconomic forces shape business environments. Marketing applies those insights to the specific challenge of understanding consumers, developing products and services, and communicating value in a competitive marketplace.

At the University of Strathclyde, this four-year full-time programme develops your competence in both disciplines to a level appropriate for careers in either or in the space where they intersect. You will study microeconomics and macroeconomics, econometrics and data analysis, consumer behaviour, brand strategy, digital marketing, market research, and the relationship between economic analysis and marketing decision-making. A year abroad is part of the programme, exposing you to different economic and commercial environments and adding an international dimension to your professional profile.

Graduates from economics and marketing programmes are well placed for roles in marketing analytics, consumer insights, commercial strategy, financial services, management consultancy, and public sector economics. The combination of economic analysis and marketing knowledge is particularly valued by organisations that need people who can both understand the market forces shaping their environment and communicate effectively with customers. Postgraduate study in economics, marketing, and data analytics is available for those who wish to specialise further, and professional qualifications in marketing and economics are also pursued by many graduates.