Course structure

Core Modules

Year 1

In this module, you will develop an understanding of the external and internal environments of organisations and their relevance to help you develop self-awareness and knowledge and skills required to succeed at university, at work and in life generally. You will look at a range of academic and professional literatures, examine the skills and abilities relevant to applying for or working as a professional, and consider how to communicate with academic and business audiences in a clear and effective manner.
Marketing is crucial to the success of every organisation operating in a competitive landscape as it addresses the role of the customer as a key stakeholder. The module introduces the main concepts, techniques, and applications within marketing management showing their significance for decision making. The module is supported with best practice examples demonstrating how to improve marketing effectiveness from across B2C, B2B, not-for-profit, and the public sector.
This module introduces students to the core principles of data visualization and their application in marketing. Using an industry-standard tool, students will learn to explore, analyse, and present data effectively, developing the skills to create professional dashboards and visual reports for academic and professional audiences.
This module offers students a comprehensive exploration of these developments and their implications for contemporary marketing practice. The module is designed to build on foundational marketing principles, guiding students through the application and strategic use of cutting-edge technologies in real-world marketing contexts. Students will critically examine how digital tools are enhancing marketing, exploring the role of personalisation, customer relationship management, fostering co-creation customer research and brand communication using both taught materials, case studies, interactive discussions, and a practical application assessment.
This module enables students to apply marketing theories and concepts to address real organisational challenges. It emphasizes marketing as a core management function and highlights the importance of collaboration with other business areas. Through an assignment based on a real organisation, students will demonstrate their ability to integrate theory with practice in solving marketing-related problems.

Business and Marketing in Context has three objectives within the Year 1 curriculum.
1. Engage with the context in which business organizations operate. This includes geopolitical perspectives such as variations in capitalism within G20 nations, the role of stakeholder relationships (including conflicting interests), and the integration of functional activities within business organizations.
2. This module complements Fundamentals of Marketing (another core Year 1 module) to jointly deliver the syllabus of the CIM Foundation Certificate in Professional Marketing.
3. Start engagement with the Chartered Institute of Marketing including the assessment tasks related to CIM’s Level 4 Certificate in Professional Marketing, ‘Marketing in Action’.

Year 2

This module builds on the knowledge and skills developed in your first year Professional Skills module, to prepare you for the graduate workplace. You will evaluate business functions and processes in an interdisciplinary context and develop effective communication skills for business, demonstrate collaborative leadership of self and others and learn to be able to work effectively in a team.
This module will cover a critical perspective on global sustainability challenges and explore how both marketers and consumers are entrenched in complex systems that can be responsible – or irresponsible – to the environment and humankind. It also explores broader issues related to the macro environment, including the United Nations Sustainable Development Goals (SDGs). By examining the connections between social and environmental issues and marketing mix decisions, the module encourages a critical assessment of how marketers can respond responsibly.
This module introduces the fundamentals of consumer psychology from both theoretical and practical perspectives, with a particular focus on how a deep understanding of the consumer mind can create value for customers, firms, and society. A central theme of the module is the dynamic interplay between psychology and marketing—emphasising how psychological insights and marketing strategies must inform and constrain each other to support effective decision-making. The module explores the origins and development of consumer psychology, exploring behavioural, cognitive, and bio/neurological approaches; as well as the core principles of consumer psychology at both the individual and social levels; and the application of these principles in real-world business contexts.
This module will enhance students’ competence in research methodology and build their confidence in conducting independent research, with a balanced focus on both qualitative and quantitative approaches. It provides foundational training in the research process, including various methods of data collection and analysis. Students will also be introduced to software tools commonly used for analysing qualitative and quantitative data. The module encourages students to develop as reflexive researchers and critical practitioners, capable of evaluating and interpreting research findings to inform and support managerial decision-making.
This module has two points of reference: it complements the Y1, Term 2 module ‘Business and Marketing in Context’ for the CIM’s Level 4 Certificate in Professional Marketing; it also complements the Y2, Term 1 module ‘Communication and Collaboration in Business’ (15 credits).

The module is designed around the CIM Global Professional Marketing Framework and aims to develop students’ skills in four key areas: Direction – analysing the business situation and context; Capability – building knowledge and skills to enable both the individual and the organisation to deliver a viable marketing plan; Professionalism – learning to make informed decisions through effective market research; Impact – producing a marketing plan that generates value for the business, the economy, and society.

We focus on employability skills two main areas. First, continuing personal development and communication skills. Second, continuing engagement with the Chartered Institute of Marketing by completing the final assessment tasks related to CIM’s Level 4 Certificate in Professional Marketing, ‘Marketing in Action’.

Year 3

This module introduces the opportunity for you to gain a significant period of work experience as part of their degree programme, enabling them to experience of a range of practical work-based situations and apply you knowledge and understanding of management theory to them, whilst also improving you employability.

Year 4

This module develops students academic learning with practical application, guiding them through the process of developing an impactful marketing plan. It introduces students to real-world marketing challenges that require critical thinking, analysis, and strategic solutions. Through guest lectures from industry professionals in sectors such as healthcare, finance and technology, students gain insights into complex issues like digital transformation, market disruption, sustainability and business ethics. Students are expected to explore these live challenges, reflect on their knowledge in marketing and to create a marketing plan.
The marketing environment is constantly changing and it is crucial for marketers to keep up-to-date with contemporary trends and debates, in particular to be aware of controversies and their implications for key stakeholders. This module explores current ideas within marketing scholarship and practice. It allows students to discuss some of the major issues, challenges and controversies that are currently impacting on marketing, including but not limited to ethical and environmental challenges, the impact of new technologies and the implication of addressing the challenges of inclusion and equality.
This module provides an opportunity for students to analyse the latest market trends, identify usable resources and assess their personal competencies to persistently identify and/or create new opportunities. Through various individual and group activities, students will be engaging with practical cases around the world and discussing how entrepreneurial marketers have adapted their leadership styles in different contexts and implemented their ideas in the market with a socially responsible and ethical mindset. This module equips students with relevant entrepreneurial marketing skills to pursue a career in a new business venture or start their own business in a socially responsible and ethical way.
This module gives students an understanding of the strategic implications of both services marketing and retail marketing with an in-depth exploration of the main theoretical and managerial issues of relevance to these key areas of marketing practice. In doing so, it will explore the many challenges and constraints for managers in service and retail economies, especially in response to rapidly changing market and customer needs. The module will underscore the difference between the marketing of services and the marketing of physical goods. In this regard, it will highlight frameworks for understanding the nature and characteristics of services, and how what they mean for formulating marketing strategies and planning marketing tactics in relation to services.
Advertising and Branding are mutually dependent - branding is premised upon integrated communication and advertising depends for its purpose upon branding. This module offers a conceptual introduction to the major practices, principles and theoretical underpinnings of advertising and promotion in the service of brands.

All modules are core

Teaching & assessment

A range of teaching and learning methods are used and each module is supported by a structured online platform.

Lectures introduce the key subject areas, themes and frameworks through a larger teaching group format
Seminars and workshops include group work, which will provide you with the opportunity to meet and learn to work with other students in small interactive groups on activities like business simulations – immersive and interactive learning opportunities that involve competition between teams with an emphasis on learning skills such as collaboration, critical thinking, and problem solving – and case studies. You’ll explore real issues within defined contexts giving you an idea of genuine business dilemmas and decisions that supports critical analysis, judgment, decision-making, and action.
Independent learning is a key skill that will benefit you in the workplace and life in general, as well as study. You will need to conduct your own research to find out more about the subject areas you are interested in.

Entry requirements

A Levels: ABB-BBB

We require English and Mathematics GCSE at grade 4/C.

Other UK and Ireland Qualifications

International & EU requirements

Achieve a grade of 77% overall in your European Baccalaureate with a grade 9 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 88 overall in your ATAR with a grade A in any subject specified above

Achieve a grade of 2 overall in your Maturazeugnis with a grade 1.5 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 7/10 overall in your Certificate D Enseignement Secondaire Superieur with a grade 18 in any subject specified above

Achieve a grade of 4/5 overall in your Secondary School Leaving Diploma with a grade 4 in any subject specified above

Achieve a grade of 5.5 overall in your Diploma za Sredno Obrazovanie with a grade 5 in any subject specified above

Achieve a grade of 85% overall in your Year 12 High School Graduation Diploma with a grade 85% in any subject specified above

Achieve a grade of 75% overall in the National College Entrance Examination (NCEE) (Gaokao) with 70% in any subject specified above. For students who do not meet this requirement, our partner Foundation course provider may be able to help. For more information please view - www.rhulisc.com

Achieve a grade of 4 overall in your Svjedodzba o Maturi with a grade 5 in any subject specified above

Achieve a grade of 18 overall in your Apolytirion with a grade A or 19 in any subject specified above

Achieve a grade of 2.0 overall in your Maturia with a grade 1 in any subject specified above

Achieve a grade of 10 overall in your Bevis for Studentereksamen with a grade 12 in any subject specified above

Achieve ABB in the Certificate of Nile Secondary Education (CNISE) Level 3 with a grade A in any subject specified above.

Achieve a grade of 4 overall in your Gumnaasium Ioputunnistus and 68% in Riigieksamid with a grade 5 in any subject specified above

Achieve a grade of EMMM overall in your Ylioppilastutkinto with a grade E in any subject specified above

Achieve a grade of 13 overall in your Baccalaureat with a grade 14 in any subject specified above

Achieve a grade of 1.7 overall in your Abitur with a grade 14 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 18 overall in your Apolytirion with a grade A or 19.5 in any subject specified above

Achieve a grade of 5, 4, 4 overall in your Hong Kong Diploma of Secondary Education with a grade 5 in any subject specified above

Achieve a grade of 4.5 overall in your Matura with a grade 5 in any subject specified above

Achieve a grade of 8/10 overall in your Studentsprof with a grade 6 in any subject specified above

Achieve a grade of 80% overall in your Higher Secondary School Certificate with a grade 85% in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 16/20 overall in your National Entrance Examination (Konkur) with a grade 16 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 8/10 overall in your Bagrut with a grade 8 in any subject specified above

Achieve a grade of 85 overall in your Esame di Stato with a grade 18/20, 14/15 or 9/10 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 4 overall in your Diplome per Kryerjen e Shkolles se Mesme te Larte with a grade 5 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 8.5 overall in your Atestats par visparejo videjo izglitibu with a grade 9.5 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 5/6 overall in your Matura with a grade 5 in any subject specified above

Achieve a grade of 8.5 overall in your Brandos Atestatas Secondary School Diploma / Maturity Certificate with a grade 9/90% in any subject specified above and at least 80% in three state exams.

Achieve a grade of 40 overall in your Diplome de Fin d'Etudes Secondaires with a grade 48 in any subject specified above

Achieve a grade of ABB overall in your Sijil Tinggi Persekolahan Malaysia with a grade A in any subject specified above

Achieve a grade of ABB overall in your Advanced Matriculation with a grade A in any subject specified above

Achieve ABB in the Cambridge Overseas Higher School Certificate/General Certificate of Education Advanced Level with grade A in any subject specified above.

Achieve ABB in the Cambridge Overseas Higher School Certificate (COHSC) with grade A in any subject specified above.

Achieve a grade of 7 overall in your Voorbereidend Wetenschappelijk Onderwijs with a grade 7 in any subject specified above

Achieve a grade of Excellence overall from three subjects in your NCEA level 3 with a grade of Excellence in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 4.5 overall in your Matura with a grade 5 in any subject specified above

Achieve a grade of 70% overall in the final two years in your Devlet Lise Diplomas with a grade 80% in any subject specified above

Achieve a grade of 4 overall in your Videregaende Opplæring with a grade 5 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 75% overall including 70% in three extended level subjects in your Matura with a grade 80% in any subject specified above

Achieve a grade of 17 overall including 18, 17, 17 in 3 year 11 or 12 exams in your Certificado de fim de Estudos Secundarios with a grade 18 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 8 overall in your Diploma de Bacalaureat with a grade 9 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 4.5 overall in your Secondary School Leaving Diploma with a grade 4 in any subject specified above

Achieve a grade of 2.9 overall in your Polytechnic Diploma with a grade 3.5 in any subject specified above

Achieve a grade of 2 overall in your Maturita with a grade 1.5 in any subject specified above

Achieve a grade of 4 overall in your Matura with a grade 5 in any subject specified above

Achieve a grade of 776666 overall in your National Senior Certificate with matriculation endorsement with a grade 7 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 7.5 overall in your Titulo de Bachillerato with a grade 8 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of ABB overall in the Advanced Certificate of Secondary Education (CSEE) with a grade A in any subject specified above.

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 70% overall in the final two years in your Devlet Lise Diplomas with a grade 80% in any subject specified above

Achieve ABB in the Ugandan Advanced Certificate of Education (UACE) with a grade A in any subject specified above.

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 4 in at least two relevant AP Examinations; or a composite score of 24 in the ACT Examinations (including the ACT writing test) with an AP grade 4 or College Class B in any A-level subject specified above; or SAT 1100 with an AP grade 4 or College Class B in any A-Level subject specified above.) Please note AP Calculus BC required for Computer Science or Electronic Engineering, or relevant College class.

Achieve a grade of 18 or C overall in your Avgangsbetyg or Slutbetyg with a grade 5 in any subject specified above

If you have completed Secondary or High School in this country then you will need to take our one year International Foundation Year , or the equivalent from another institution, before beginning your undergraduate studies.

Achieve a grade of 122 overall in your Caribbean Advanced Proficency Examination with a grade 1 in any subject specified above

English language requirements

All teaching at Royal Holloway (apart from some language courses) is in English. You will therefore need to have good enough written and spoken English to cope with your studies right from the start.

The scores we require

IELTS: 6.5 overall with 6 in Writing and minimum of 5.5 in each subscore
Pearson Test of English: 67 with 61 in writing (no other subscore lower than 54)
Trinity College London Integrated Skills in English (ISE): ISE IV.
Cambridge English: Advanced (CAE) grade C.
TOEFL iBT: 88 overall, with Reading 18 Listening 17 Speaking 20 Writing 19
Duolingo: 120 overall, 115 in Literacy, 115 in Production and no sub-score below 100.

Country-specific requirements

For more information about country-specific entry requirements for your country please visit here.

Undergraduate preparation programmes

For international students who do not meet the direct entry requirements, for this undergraduate degree, the Royal Holloway International Study Centre offers following pathway programmes designed to develop your academic and English language skills:

International Foundation Year – for progression to the first year of an undergraduate degree
International Year One - for progression to the first year of an undergraduate degree

Upon successful completion, you can progress to this degree at Royal Holloway, University of London.

Your future career

A Marketing degree at Royal Holloway Business School can lead into a variety of career paths. Advanced understanding of both marketing and stakeholders, combined with interpersonal and transferable skills, can be taken directly into the workplace. We will help students recognise their own strengths, skills and abilities so that they can make strong applications for their chosen job or further study.

Marketing roles for you with this degree are varied including brand management, social media marketing, marketing communications, content marketing, market research analyst, product management, advertising, and public relations. Your BSc Marketing includes exposure to a range of organizations, from Fortune Global 500 companies to entrepreneurial, start-ups but including not-for-profit, charities and public sector organisations, where marketing is crucial to measures of success.

The degree will also equip you with transferable skills that would provide a strong foundation to develop a career outside of marketing.

Fees, funding & scholarships

Home (UK) students tuition fee per year*: £9,535

EU and international students tuition fee per year**: £23,700

Other essential costs***: Costs incurred while on your year in business will vary depending on the nature and location of the placement. For further information please contact the business school.

How do I pay for it? Find out more about funding options, including loans, scholarships and bursaries . UK students who have already taken out a tuition fee loan for undergraduate study should check their eligibility for additional funding directly with the relevant awards body.

*The tuition fee for Home (UK) undergraduates is controlled by Government regulations. This figure is the fee for the academic year 2025/26 and is shown as a guide. The fee for the academic year 2026/27 has not yet been announced.

**This figure is the fee for EU and international students on this course in the academic year 2026/27.

Royal Holloway reserves the right to increase tuition fees annually for all students. For further information see fees and funding.

*** These estimated costs relate to studying this particular degree at Royal Holloway during the 2026/27 academic year. Costs, such as accommodation, food, books and other learning materials and printing, have not been included.