Marketing

Marketing is the discipline concerned with how organisations understand their customers, develop and communicate value, and build lasting relationships that sustain commercial success. Far more than advertising or promotion, marketing encompasses market research, consumer psychology, brand strategy, digital communications, product development and the management of customer experience across all the touchpoints through which organisations and their audiences interact. In an economy driven by competition for attention and trust, the ability to think strategically about markets and to execute effectively across multiple channels is one of the most commercially valuable skills available to graduates.

At the University of Stirling you will develop both the strategic thinking and the practical skills that underpin effective marketing practice. You will study consumer behaviour, market research methods, digital marketing, brand management, communications strategy and the international dimensions of marketing in a globalised economy. The programme runs over four years full time, reflecting the Scottish honours degree structure, and includes a year abroad, giving you the opportunity to experience marketing in an international context and to develop the cross-cultural awareness that is increasingly important in global marketing roles.

You will develop competence in marketing research and analysis, creative brief development, digital and social media strategy, and the planning and evaluation of marketing campaigns. The degree combines conceptual understanding with practical application, preparing you to contribute effectively in marketing roles from the start of your career.

Graduates from marketing programmes move into roles in brand management, digital marketing, market research, content and communications, advertising, product management, public relations and client services. The combination of analytical and creative skills makes marketing graduates attractive to employers across a wide range of sectors. Postgraduate study in marketing, business administration or digital communications is also a route taken by graduates seeking specialist or senior roles.