COURSE CURRICULUM

The Marketing degree at the University of Stirling provides a comprehensive program designed to develop both creative and analytical skills essential for success in the dynamic field of marketing. In the first year, students build a solid foundation with compulsory modules such as the Global Business Environment and The Management Challenge, alongside options that allow exploration of areas like accounting, ecology, computing, and economics. The second year introduces core marketing concepts with modules like Fundamentals of Marketing and Socially Responsible Marketing, while offering flexibility through options across disciplines including science, business, and technology. In the third year, students deepen their expertise through Understanding Consumers and Delivering Value in the Digital Age, complemented by optional modules in digital marketing, experiential marketing, retailing, and wider management topics. The program emphasizes practical skills and real-world application, preparing students to navigate the complexities of consumer behaviour, brand management, and marketing strategy. In the final year, students undertake a Marketing and Retail Consultancy Project and a dissertation, allowing them to apply theoretical knowledge to practical challenges, conduct research, and develop professional competencies. Additional options in areas like entrepreneurship, business technology, and workplace wellbeing further tailor the degree to individual interests. Overall, the course equips graduates with the knowledge, analytical ability, and practical experience to succeed in a fast-paced marketing environment.