Human Resource Management and Marketing

Human resource management and marketing is a combination that sits at the intersection of two outward-facing dimensions of organisational life: how organisations manage and develop their people, and how they connect with and understand their customers and markets. Human resource management is concerned with every aspect of the employment relationship, from recruitment and selection through performance management, learning and development, reward and wellbeing to organisational design and culture. Marketing is concerned with how organisations understand their customers, build their brands, communicate their value and compete in changing markets.

Together, they develop an understanding of how organisations attract, motivate and retain both the people inside them and the customers they serve.

At the University of Stirling, this four-year full-time degree develops your competence in both disciplines in an integrated way. You will study the strategic and operational dimensions of human resource management, including employment law, organisational psychology, reward management and workforce planning, alongside consumer behaviour, brand strategy, market research, digital marketing and communications. The four-year Scottish structure gives you time to develop genuine depth in both areas.

A year abroad is available, broadening your understanding of how HR and marketing practices vary across different cultural and organisational contexts.

You will develop analytical, communication and interpersonal skills alongside technical knowledge in both disciplines, producing a graduate profile that is well suited to organisations that recognise the connections between people management and commercial performance.

Graduates move into human resources, talent acquisition, learning and development, marketing management, brand management, marketing communications, and management roles in organisations across all sectors. Postgraduate study in HRM, marketing, or business is a natural next step, and professional qualification through the Chartered Institute of Personnel and Development or the Chartered Institute of Marketing is a well-established pathway.