Marketing

Marketing is the discipline concerned with understanding customers, creating and communicating value, and building the connections between organisations and the markets they serve. It encompasses market research, consumer behaviour, branding, advertising, digital marketing, pricing, product development, and the strategic planning that brings these elements together into coherent commercial activity. In a world where the competition for attention is intense and the channels through which people can be reached are constantly multiplying, marketing skills are in consistent demand across virtually every type of organisation.

At the University of Plymouth, this three-year full-time Marketing degree gives you a broad overview of marketing topics in a real-world context, including the marketing concept, global marketing environments, buyer behaviour, marketing research, segmentation, targeting and positioning, the marketing mix, and the marketing planning process. You will develop core competencies in critical thinking, group working, and the evaluation of information sources alongside substantive marketing knowledge, ensuring that you are both analytically capable and practically prepared. The programme includes a sandwich year, a year abroad, and a work placement, giving you substantial professional experience and the opportunity to engage with marketing in international contexts.

Marketing graduates are widely recruited across all sectors. Roles in brand management, digital marketing, market research, advertising, communications, public relations, social media management, content marketing, and product management are all common destinations. The breadth of the marketing skill set is also valued in roles that are not explicitly labelled as marketing, including business development, strategy, and general management.

Postgraduate study in marketing, digital marketing, consumer behaviour, or business administration is an option for those who wish to develop specialist or leadership qualifications.