Marketing (with a year in industry) BSc
AAB at A level; graduates earn a median £30,500 three years on.
Typical A level offer
AAB
95% of entrants came with A levels · 90% stay on after year 1 · York course page, Discover Uni
Year 13 · applying
What do you need to get in?
AABtypical A level offer
Typical offer — the grades most applicants are asked for. Contextual offer: BBB, for applicants from under-represented backgrounds.
York course page, read 19 September 2026 · Discover Uni entry profile
Who actually got in: 95% with A levels, 5% with other higher education. Based on 40 entrants.
Other qualifications5
| Qualification | Typical offer | Required subjects |
|---|---|---|
| Access | 36 credits at Distinction and 9 credits at Merit or higher | — |
| BTEC | DDDDDD We consider a range of BTEC qualifications equivalent to 3 A Levels, or in combination with A Levels or other qualifications. For example: Distinction, Distinction in BTEC Level 3 National Diploma | — |
| IB | 35 points | — |
| T Level | Distinction overall including grade A in the Core T Level subjects in AccountingDistinction overall including grade A in the Core T Level subjects in Accounting; Design and Development for Engineering and Manufacturing; Design, Surveying and Planning for Construction; Digital Bus | A in the Core T Level subjects in Accounting |
| Scottish Highers | AABBB | — |
Years 1–4
What do you study?
6compulsory modules in year 1
Compulsory modules this year: business & administration 54% · transversal skills 24% · social & cultural skills 10% · green & sustainability 8%.
Module — one course unit, usually a term or a year long; “core” means everyone takes it. One UK credit is about ten hours of study; a full year is 120 credits.
York course page · optional modules vary by year
Year 1 · 6 core · 120 credits ≈ 1,200 hours
- Humanity, Economics and Management
What you learn (6)
- identify how economic activity connects to human wellbeing
- describe different economic theories of how societies organise themselves
- compare economic approaches to creating and distributing wealth
- evaluate how economics contributes to collective welfare
- conduct independent research using academic sources
- appraise academic sources critically to inform understanding
- Intro to Business Ethics and Sustainability
What you learn (11)
- identify key claims in current business ethics debates
- describe arguments and counterarguments found in ethical business discussions
- identify problems and proposed solutions in contemporary business ethics issues
- identify one's own personal ethical values
- reflect on how personal ethics influence future professional conduct
- interpret ethical positions presented in academic literature
- synthesise multiple ethical perspectives from scholarly sources
- critique ethical arguments drawn from academic debates
- present a clear and logically structured ethical argument
- evaluate the strength and rigour of an ethical argument
- select and reference appropriate academic sources correctly
- Marketing Research
What you learn (10)
- explain why research informs marketing decision-making
- describe qualitative marketing research methods
- describe quantitative marketing research methods
- identify ethical issues arising in marketing research
- evaluate the quality of information sources used in marketing research
- evaluate the suitability of marketing research reports and surveys
- summarise marketing research data clearly
- present marketing research findings to an audience
- translate a marketing problem into a researchable question
- design a data collection tool for marketing research
- Marketing Communications
What you learn (11)
- explain reasons for growing interest in integrated marketing communications
- identify which marketing communication elements require integration
- design a marketing communication plan addressing current trends and issues
- describe the scope and methods used in marketing communications
- explain theoretical foundations underpinning marketing communications methods
- explain how marketing communications shape consumer attitudes and behaviour
- analyse micro and macro factors influencing marketing communication decisions
- gather and organise information from diverse sources
- collaborate productively within a group to complete tasks
- deliver a presentation of coursework findings to peers
- collect and structure information from varied source materials
- Consumer Behaviour
What you learn (12)
- describe how consumers make decisions and judgments
- explain how different academic disciplines inform the study of consumer behaviour
- identify psychological principles underlying consumer behaviour
- describe common biases affecting consumer choices
- apply interdisciplinary consumer behaviour principles to managerial decisions
- identify systematic influences that shape consumer behaviour
- evaluate the impact of systematic influences on consumer choices
- apply consumer behaviour principles to develop marketing strategies
- design choice architecture to influence consumer decisions
- critique the effectiveness of consumer choice architecture
- interpret findings from consumer behaviour research
- conduct research investigating consumer behaviour
- Marketing Essentials
What you learn (15)
- critique the philosophy and practice underlying marketing
- explain how external environmental factors shape marketing decisions
- identify social and psychological influences on consumer buying behaviour
- describe approaches and benefits of market segmentation strategies
- explain the role of marketing information systems in organisations
- describe key approaches and issues in market research
- identify elements of the marketing mix that inform strategic decisions
- identify elements of the promotional mix used in marketing decisions
- explain key concepts involved in marketing communication
- describe channels and tools used to engage audiences or change attitudes
- explain marketing management frameworks used in planning
- reference and acknowledge sources according to academic conventions
- develop academic writing skills
- gather and organise information from diverse source materials
- collaborate productively within a group setting
Year 2 · 4 core, 5 optional · 80 credits ≈ 800 hours
- Business Planning and Sustainable Entrepreneurship
What you learn (10)
- select a viable idea for a sustainable new venture
- develop a customer value proposition for a new venture
- propose a business model for delivering a product or service
- explain how different management functions interact within an organisation
- gather relevant data from diverse sources
- organise collected data into a coherent structure
- analyse complex business problems
- design sustainable solutions to business challenges
- apply teamwork skills within a group setting
- reflect on personal contribution to group performance
- Sustainable and Ethical Marketing
What you learn (11)
- evaluate the evolving ethical context of global marketing
- explain ethical theory and its links to sustainability marketing
- describe key theories and concepts in ethical and sustainability marketing
- combine multiple ethical and sustainability marketing theories into a coherent view
- apply suitable research methods to marketing and management study
- evaluate the implementation of ethical and sustainability marketing approaches globally
- conduct research into marketing and management issues
- present ideas clearly to an audience
- collaborate with others in group discussions
- write a referenced consultancy report using academic and company sources
- manage personal and team tasks to meet deadlines
- Branding Strategies
What you learn (9)
- explain the role of branding decisions within marketing and organisational strategy
- describe frameworks used to assess brand equity
- apply frameworks to develop brand positioning strategies
- apply frameworks to design successful brand extensions
- evaluate brand management challenges in international and global markets
- conduct a brand strategy analysis grounded in theory
- analyse branding challenges faced by organisations
- design branding solutions for national and international contexts
- collaborate effectively within a group to achieve shared outcomes
- Digital Marketing and Analytics
What you learn (13)
- identify effects of digital technology on organisations
- identify effects of digital technology on consumers
- explain marketing theories applied to digital contexts
- formulate hypotheses for digital market problems
- identify suitable data sources for market analysis
- design a plan for conducting data analytics
- critique real-world cases using current digital marketing theories
- design a digital marketing strategy
- plan analytics use to monitor marketing performance
- construct logical arguments supported by evidence
- manage individual tasks to meet deadlines
- collaborate with others to achieve shared goals
- improve academic writing style and structure
5 optional modules
- Management Information Systems
What you learn (7)
- explain the purpose of management information systems in organisations
- describe typical applications of management information systems in business
- evaluate the technological, ethical and social dimensions of mis adoption
- assess international factors influencing mis deployment
- identify notable examples of successful mis implementation
- identify notable examples of failed mis implementation
- analyse how organisations develop and sustain information systems
- Project and Operations Management
What you learn (7)
- assess how operations activities affect organisational competitiveness
- describe the range of responsibilities held by an operations manager
- explain how operations interacts with other functions such as marketing
- compare operational characteristics of service and product provision
- apply process models to analyse operational systems
- develop a plan for a complex project
- implement a complex project plan to achieve set objectives
- Employment Relations
What you learn (4)
- explain recent developments in uk work and employment practices
- identify the roles of key actors in employment relations
- analyse structures and processes shaping employment relations outcomes
- evaluate the ongoing influence of eu law on uk employment relations
- Innovation and Creativity within Organisations
What you learn (7)
- critique different theories explaining creativity
- evaluate implications of creativity theories for managing innovation
- explain how organisations use creativity to manage people and teams
- explain how organisations apply creativity to steer innovation processes
- recognise the unpredictable nature of creativity in organisations
- predict how innovation dynamics influence group work
- predict how innovation dynamics shape organisational culture
- Management in the Age of Artificial Intelligence
What you learn (8)
- review how AI technologies are applied in management theory and practice
- explain ethical challenges raised by AI use in management
- critically analyse how AI deployment affects different stakeholders
- propose alternative solutions to issues arising from AI deployment
- communicate proposed solutions clearly to an audience
- apply analytic and evaluative skills to management and AI topics
- apply management, operations, sustainability and marketing theories to AI contexts
- evaluate technology-specific and historical perspectives on AI for professional contexts
Year 4 · 3 core, 15 optional · 60 credits ≈ 600 hours
- B2 B Sales and Negotiation
What you learn (11)
- describe the evolving nature of the b2b business environment
- explain how changing market conditions affect b2b buyer behaviour
- critique various b2b sales methodologies and practices
- analyse the growing role of the sales-marketing interface in b2b contexts
- identify negotiation theories applied within b2b settings
- describe shifts occurring in the b2b marketing and selling landscape
- evaluate competing sales methodologies and negotiation theories
- synthesise academic and industry literature on b2b sales and negotiation
- evaluate commercial and scholarly sources to deepen subject understanding
- apply sales and negotiation techniques individually in practical scenarios
- apply sales and negotiation techniques collaboratively within a team
- International Marketing Strategy
What you learn (12)
- evaluate shifts in the global marketing environment
- explain theories of international business strategy
- apply frameworks for analysing multinational enterprises
- identify effects of macro and micro environmental change on business
- make marketing decisions within a global management context
- design marketing mix elements to meet customer needs across markets
- evaluate marketing mix strategies for sustainable profitable growth
- apply marketing concepts to analyse business case studies
- present marketing ideas to an audience
- collaborate with others in group tasks
- combine past performance analysis with future strategic planning
- relate marketing theory to real-world business practice
- Strategic Marketing Consulting
What you learn (14)
- explain how consultants create value for client organisations
- collaborate effectively within a consultancy project team
- communicate professionally with clients throughout a project
- apply project management techniques to consultancy assignments
- identify ethical and professional responsibilities in consultancy practice
- apply market research methods to analyse client problems
- identify opportunities for clients using research findings
- describe key concepts underpinning strategic marketing planning
- describe core concepts used in strategic marketing consulting
- demonstrate knowledge of strategic marketing consulting practice
- apply strategic marketing models to real client situations
- develop practical skills required for strategic marketing consulting
- reflect critically on personal performance as a marketing consultant
- evaluate strategies for improving own consultancy practice
15 optional modules
- Company Law
What you learn (20)
- identify the different sources of law
- distinguish case law from statutory legislation
- distinguish between different forms of business organisation
- advise a client on the suitable form of business organisation
- explain the concept of legal personality
- analyse the principal duties owed by company directors
- apply directors' duties to given company scenarios
- evaluate the legal protections available to shareholders
- evaluate the legal protections available to creditors
- analyse different types of employment relationship
- advise on the appropriate choice of employment relationship
- advise an employer on approaches to terminating employment
- describe different forms of civil obligation
- apply civil obligation principles to factual scenarios
- identify the essential principles of a binding contract
- assess the effectiveness of common law and statutory controls on contracting parties
- identify the core principles of negligence in tort law
- analyse cases of negligent misstatement
- assess potential liability arising from negligent misstatements
- evaluate how criminal law affects commercial organisations
- Managing Diversity
What you learn (9)
- explain different theoretical perspectives on diversity in organisations
- identify structural barriers to equality in society and organisations
- describe alternatives to dominant structural norms that produce inequality
- analyse media representations of gender, race, disability and age
- examine how such representations become embedded as organisational assumptions
- assess the effects of these embedded assumptions on organisational practice
- identify institutional and individual initiatives to manage diversity
- critique the effectiveness of diversity management initiatives
- reflect critically on personal implications for future managerial practice
- Management, Technology and Society
What you learn (9)
- explain the significance of technology within management and organisational contexts
- discuss the influence of technology on wider society
- evaluate the design features of a technology
- assess the intended and unintended outcomes of technology use in practice
- construct a theoretical perspective on the social and political dimensions of technology
- investigate real-world technology-related problems through empirical research
- connect theoretical frameworks with research methods and practical application
- reflect on personal and organisational decisions regarding technology adoption
- evaluate the broader consequences of technological choices for society
- Supply Chain Management
What you learn (4)
- explain material, finance and information flows in a supply chain
- analyse evidence against supply-chain models for a real-world case
- evaluate a chosen organisation's supply-chain management approach
- construct a supply-chain argument supported by evidence
- Decision and Information Analysis
What you learn (7)
- describe the value of decision support systems to individuals and organisations
- identify current practices in applying decision support systems
- describe information and decision analytic techniques
- apply decision analytic techniques to solve simple decision problems
- describe advanced decision support approaches
- collaborate within a group to evaluate decision support systems
- analyse decision problems collaboratively within a team
- Managing and Leading Change
What you learn (7)
- explain contemporary critical theories of change management
- analyse how change theories affect society, organisations, groups and individuals
- evaluate implications of critical change approaches for management practice
- apply theoretical arguments to analyse real-world organisational change
- reflect on personal experience and research to interpret change processes
- challenge personal assumptions about managing change through reflexive thinking
- situate change management theory within historical and socio-political contexts
- Globalisation, Politics and Culture
What you learn (7)
- critically examine the concept of globalisation
- challenge assumptions underlying definitions of globalisation
- describe the historical development of globalisation since the 1990s
- explain key theoretical approaches to globalisation
- explain the economic dimensions of globalisation
- explain the political dimensions of globalisation
- explain the cultural dimensions of globalisation
- Relationship Marketing, Stakeholders and Society
What you learn (12)
- explain the philosophy and practice underpinning relationship marketing
- describe the methodologies, culture and technologies used in relationship marketing
- distinguish relationship marketing from transactional marketing
- explain the interplay between these marketing concepts as a continuum
- identify the different types of stakeholder relationships in relationship marketing
- describe the market research requirements needed to support relationship marketing
- evaluate service and relationship marketing performance critically
- apply measurement methods to assess relationship marketing outcomes
- gather and organise information from diverse source materials
- apply relationship marketing theories and tools to a real-world business context
- write concisely using relevant library resources
- work independently and collaboratively to meet set goals within deadlines
- Managing Professional Service Firms
What you learn (8)
- describe the structure and composition of professional service firms
- identify key trends affecting professional service firms globally
- assess organisational responses to sectoral challenges
- evaluate strategies and managerial practices used in professional service firms
- analyse organisational structures characteristic of professional service firms
- explain professionalism as a distinctive model of work organisation
- compare professionalism with managerialism and entrepreneurship as organising models
- evaluate the economic and social significance of professional service firms
- Sustainability and Business
What you learn (9)
- evaluate historical and contemporary sustainability theories
- describe methods of communicating sustainability performance
- critique corporate sustainability reporting and marketing practices
- analyse the roles of stakeholders in sustainability decision-making
- critique how corporate purpose evolves through stakeholder influence
- explain sustainability practices across different business functions
- critique sustainability approaches used in various industry sectors
- develop sustainability-focused strategies for business scenarios
- present evaluated sustainability strategies to an audience
- Marketing and Innovation Management
What you learn (15)
- explain why innovation matters to competitive strategy
- describe how marketing supports development of new products and services
- describe the stages of the new product development process
- explain the contribution of market research to product development
- explain the role of product testing and launch strategies
- identify key drivers of successful new product development
- analyse causes of new product failure
- explain why customer satisfaction underpins commercial success
- identify sources of new product ideas and concepts
- apply creativity techniques to generate innovative concepts
- explain how customer expectations evolve over time
- describe the role of users in driving innovation
- explain the relevance of sustainability to responsible innovation
- evaluate marketing and innovation theories critically
- apply theoretical concepts to solve practical business problems
- Leadership in Practice
What you learn (19)
- critically analyse leadership theories and concepts
- evaluate how leadership theories apply within organisations
- identify capabilities needed by a contemporary leader
- identify administrative skills needed for effective leadership
- identify conceptual skills needed for effective leadership
- identify interpersonal skills needed for effective leadership
- demonstrate how leadership practice affects organisational performance
- explore ethical issues related to leadership
- develop analytical skills for evaluating business situations
- develop evaluative skills for assessing business situations
- conduct independent research through workshop-based tasks
- apply leadership theory to organisational case studies
- research contemporary organisations to inform leadership analysis
- apply strategic thinking to analyse organisational practice
- think critically about contemporary organisational practice
- plan tasks effectively within workshop activities
- communicate ideas effectively during workshop tasks
- solve business scenario problems using workshop analysis
- apply theory independently to resolve a business issue
- Preparing for the Marketing Dissertation
What you learn (10)
- formulate research questions targeting marketing problems
- assess the suitability of a research question for quantitative methods
- assess the suitability of a research question for qualitative methods
- assess the suitability of a research question for mixed methods
- explain the importance of ethical considerations in marketing research
- distinguish between categorical and numerical data types
- select an appropriate analytical approach for a given data type
- conduct basic data analysis on marketing data
- interpret the results of a data analysis
- construct a research proposal for a dissertation project
- Applied HR, Business and Society
What you learn (5)
- resolve HR business issues considering their societal impact
- diagnose complex HR business problems using relevant theory
- propose solutions to HR business problems in real time
- demonstrate ethical behaviours in employee-employer conversations
- develop a range of organisational behaviours for an hr career
- Dissertation in Marketing If you choose to undertake the dissertation pathway you will also study the Preparing for the Marketing Dissertation option module. A dissertation draws on the knowledge and skills you have developed throughout your degree. You'll collect and analyse empirical data to illum
What you learn (15)
- apply knowledge from across the degree to analyse a complex management issue
- collect empirical or secondary data relevant to a research problem
- analyse collected data to generate findings or solutions
- present research findings in a structured format
- investigate a marketing issue using diverse information sources
- critically evaluate current literature on a chosen marketing topic
- explain underlying theoretical concepts related to the research topic
- produce an extended academic document demonstrating complex argumentation
- identify appropriate research methods for a given study
- justify the choice of research methods used in a study
- synthesise data, literature and personal reflection into a coherent argument
- draw conclusions from research analysis and argumentation
- propose feasible solutions based on research findings
- apply consistent referencing conventions throughout a document
- construct an accurate reference list following academic conventions
“What you learn” restates each module’s published learning outcomes in our own words, as short skill statements in the same form as the GCSE and A level curriculum, with the help of an AI model; fields of knowledge follow the twelve fields of the knowledge sphere. The university’s module page, linked from each title, is the authoritative description.
After graduating
Where does it lead?
£30,500median pay three years after graduating
Lower quarter£23k
Median£31k
Upper quarter£39k
Median — the middle earner: half earned more, half less. Pay is for graduates of this subject at this university who finished in 2016-18, not adjusted for inflation; based on 175 graduates.
Discover Uni dataset (HESA and Office for Students, CC BY 4.0, contains HESA data); earnings from the Longitudinal Education Outcomes data (Department for Education) · aggregation level 13, 14, 12, 22
Half of graduates earned between £23,000 and £39,000. Five years on, the median is £40,000. 85% were in work or further study 15 months after finishing; 90% of those in work were in professional or managerial jobs.
All outcome figures7
| Measure | Value | Based on |
|---|---|---|
| Continue after year 110% left | 90% | 25 |
| In work or study, 15 months on5% studying | 85% | 15 |
| Professional or managerial job | 90% | 10 |
| Pay 15 months on, median | £28,500 | 60 |
| Pay 3 years on, median | £30,500 | 175 |
| Pay 5 years on, median | £40,000 | 200 |
Money
What does it cost?
£10,050a year for UK students, 2027/28 entry
Tuition fee loan — paid straight to the university; repayments start the April after you leave, at 9% of income above the threshold. UK fees are capped by government and rise with inflation; placement and study-abroad years are usually charged at a lower rate.
York fees page · source
About £40,200 in fees over 4 years, covered by a tuition fee loan you repay only when earning above the threshold. International students: £28,600 a year (2027/28).
National Student Survey 2025-26
What do students say?
92%agreed the course was good overall (question 26)
NSS — a yearly survey of final-year students at every UK university; 93% of this course’s final year answered. Small groups can swing a lot year to year.
National Student Survey, via Discover Uni · 15 students answered
Highest: 100% agreed on question 1; lowest: 46% on question 24.
All questions26
| Question | Agree |
|---|---|
| Question 1 | 100% |
| Question 2 | 86% |
| Question 3 | 93% |
| Question 4 | 86% |
| Question 5 | 100% |
| Question 6 | 86% |
| Question 7 | 93% |
| Question 8 | 93% |
| Question 9 | 93% |
| Question 10 | 93% |
| Question 11 | 71% |
| Question 12 | 86% |
| Question 13 | 93% |
| Question 14 | 79% |
| Question 15 | 100% |
| Question 16 | 100% |
| Question 17 | 93% |
| Question 18 | 79% |
| Question 19 | 92% |
| Question 20 | 100% |
| Question 21 | 92% |
| Question 22 | 92% |
| Question 23 | 69% |
| Question 24 | 46% |
| Question 25 | 56% |
| Question 26 | 92% |
Question texts are published by the Office for Students; the dataset carries only the question numbers.
Modules, entry requirements and fees are facts read from University of York’s course page on 2026-09-19 and may change; the university’s page is authoritative. Descriptions are not reproduced. Outcome figures are from the Discover Uni dataset. University of York is a trade mark of the university; sch.today is independent of it.