BA (Hons) Marketing & Communications

Brand strategy, digital media, and persuasive storytelling

Online only

3 years full-time360 creditsEnglish

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Overview

Marketing & Communications blends creativity with analytical rigour. You will develop brand strategies, plan integrated campaigns, and measure performance across digital channels. Campus agency projects pair student teams with local businesses; Adobe and analytics tool workshops build practical skills. Modules cover consumer psychology, public relations, content strategy, and marketing law.

The GMU Creative Studio offers podcast booths, video editing suites, and campaign critique sessions.

Who This Programme Is For

Creative students interested in brands and media
Future digital marketers and communications specialists
Entrepreneurs building audience and growth skills

Faculty spotlight

Dr. Laura Finch leads Digital Marketing; Professor Marco Silva researches cross-cultural brand narratives.

How you can study

Digital only

Study online

100% tuition-free online

Every programme can be completed fully online with zero tuition fees — study from anywhere in the world.

✦ Tuition: £0 / $0
✦ Course exams from $45 — 95% sponsorship rate
✦ Learn from anywhere · Live online seminars

Apply online →

What You Will Learn

Develop integrated marketing plans with clear KPIs
Create compelling content for web, social, and print channels
Analyse campaign performance using analytics platforms
Present creative concepts professionally to client panels

Curriculum

Year 1

Code	Course	Credits
MKT101	Principles of Marketing Principles of Marketing — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Principles of Marketing Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT102	Consumer Behaviour Consumer Behaviour — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Consumer Behaviour Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT103	Media & Communications Media & Communications — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Media & Communications Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT104	Design Thinking Design Thinking — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Design Thinking Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20

Year 2

Code	Course	Credits
MKT201	Brand Management Brand Management — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Brand Management Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT202	Digital Marketing Digital Marketing — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Digital Marketing Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT203	Public Relations Public Relations — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Public Relations Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT204	Marketing Research Marketing Research — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Marketing Research Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20

Year 3

Code

Course

Credits

MKT301

Integrated Campaigns

Integrated Campaigns — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway.

Core concepts and frameworks in Integrated Campaigns
Theory applied to contemporary organisational cases
Methods, tools, and professional standards
Ethics, risk, and responsible practice
Assessment: coursework, exam, or applied project

MKT302

Agency Capstone Project

Agency Capstone Project — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway.

Core concepts and frameworks in Agency Capstone Project
Theory applied to contemporary organisational cases
Methods, tools, and professional standards
Ethics, risk, and responsible practice
Assessment: coursework, exam, or applied project

Career Paths

Marketing Executive
Social Media Manager
Brand Coordinator
PR Assistant
Content Strategist

Programme Highlights

Live client projects with Edinburgh businesses
Creative Studio with media production tools
Google Analytics and Meta Blueprint preparation
Pathway to Graduate Certificate in Digital Marketing

Admission Requirements

A-levels BBB (or equivalent) in relevant subjects, or an Access to HE Diploma with Merit profile
International Baccalaureate 28 points, or high school diploma with GPA 3.0/4.0 minimum
Personal statement (400–600 words) explaining your academic interests and career goals
One academic reference from a teacher, tutor, or school counsellor
English proficiency: IELTS 5.5, TOEFL 46, or equivalent (waived for prior English-medium study)
Optional: portfolio or interview for creative and professional programmes

Recognised & Accredited

Ready to begin?BA (Hons) Marketing & Communications

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Overview

The GMU Creative Studio offers podcast booths, video editing suites, and campaign critique sessions.

Curriculum

Year 1

Code	Course	Credits
MKT101	Principles of Marketing Principles of Marketing — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Principles of Marketing Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT102	Consumer Behaviour Consumer Behaviour — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Consumer Behaviour Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT103	Media & Communications Media & Communications — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Media & Communications Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT104	Design Thinking Design Thinking — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Design Thinking Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20

Year 2

Code	Course	Credits
MKT201	Brand Management Brand Management — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Brand Management Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT202	Digital Marketing Digital Marketing — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Digital Marketing Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT203	Public Relations Public Relations — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Public Relations Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20
MKT204	Marketing Research Marketing Research — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway. Core concepts and frameworks in Marketing Research Theory applied to contemporary organisational cases Methods, tools, and professional standards Ethics, risk, and responsible practice Assessment: coursework, exam, or applied project	20

Year 3

Code

Course

Credits

MKT301

Integrated Campaigns

Integrated Campaigns — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway.

Core concepts and frameworks in Integrated Campaigns
Theory applied to contemporary organisational cases
Methods, tools, and professional standards
Ethics, risk, and responsible practice
Assessment: coursework, exam, or applied project

MKT302

Agency Capstone Project

Agency Capstone Project — core module covering foundational concepts, applied practice, and formal assessment on this degree pathway.

Core concepts and frameworks in Agency Capstone Project
Theory applied to contemporary organisational cases
Methods, tools, and professional standards
Ethics, risk, and responsible practice
Assessment: coursework, exam, or applied project

Admission Requirements

A-levels BBB (or equivalent) in relevant subjects, or an Access to HE Diploma with Merit profile

International Baccalaureate 28 points, or high school diploma with GPA 3.0/4.0 minimum

Personal statement (400–600 words) explaining your academic interests and career goals

One academic reference from a teacher, tutor, or school counsellor

English proficiency: IELTS 5.5, TOEFL 46, or equivalent (waived for prior English-medium study)

Optional: portfolio or interview for creative and professional programmes

Recognised & Accredited