Start date
September 2020
Full Time: 3 years
Tuition fees
Full Time: 585 000 ₽ per year
Payment by installments is possible
BA (Hons) Marketing and Advertising
About the course
This course is designed for those who need a contemporary education in the field of marketing and advertising in accordance with the British BA programme of the University of Hertfordshire.

The aim of the course is to provide students with the knowledge and skills necessary for a successful career in the marketing and advertising industry. In addition to a serious academic base and business-oriented marketing part of the programme, students will acquire skills to develop a creative concept, plan and manage an advertising campaign, critically analyze it and evaluate its results.

A mandatory requirement for admission to the programme is the availability of at least one successfully completed year of study in the university's higher education programme (regardless of the previous specialization) and the availability of an IELTS certificate (at least 6.0). For graduates of Russian secondary schools with a certificate of full (general) secondary education, we will offer an annual Foundation for Business & Marketing course, after which students will be able to fully meet the requirements of the University of Hertfordshire and the UK higher education system for admission to this bachelor's programme.

Career opportunities:

- Strategic planning specialist in an advertising agency
- Communications specialist
- Advertising manager
- Account manager
- Brand manager
- PR manager

Both daytime and evening time delivery groups are available.

Perhaps you are interested in Marketing but would also like to explore some of our marketing pathways, please check: BA (Hons) Marketing and BA (Hons) Marketing with Digital Communications.

Programme Specification

What makes the programme unique

Well-qualified tutors

Staff teaching on this course are graduates of leading international business schools and are well-regarded professionals and researchers within their field. Their professional insights on the current developments and their experience has a direct impact on the teaching.

Effective programme structure

The study of marketing starts with basic principles in the first year and develops in the second year through more specialist modules in marketing and advertising, such as strategic marketing, advertising concepts, consumer behaviour and public relations. The final year offers in-depth specialist study in advertising and public relations strategy, working with agencies and market research, among other options. You will also have the opportunity to undertake a final year dissertation and to critically analyse contemporary issues in marketing, such as ethics, sustainability and the role of marketing and advertising in society.

International Diploma

BHSAD graduates will receive a University of Hertfordshire Diploma that will allow them to continue their studies or work anywhere in the world.

Live projects

Collaborations and partnerships with influential local and international brands and institutions will be an important part of the course. Our School established strong relationship with clients like Cinzano and Benetton.

Learning resources

Being a student both of the BHSAD and the University of Hertfordrshire, you will have an access to online resources of the UH library, including image and article databases, electronic books, and more. The Learning Resources Centre at the BHSAD is the perfect place to study. It offers access to a broad range of specialist books and journals, DVDs and videos.

An international career building

The course was designed to embrace current technological and conceptual developments within the global creative industries. We offer challenging, enjoyable projects that encourage a wide range of output, as well as the flexible structure of the course that encourages students to explore and question the boundaries of professional practice. 
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Programme Structure
Year 1: Modules
Data Analysis  (15 credits)  
Students will learn to interpret the solutions. Students will be introduced to and encouraged to use spreadsheet and statistical software. The main topics studied include: investment appraisal; summary statistics; probability distributions for marketing; correlation and linear regression; forecasting techniques for time series; and project management. 

Principles of Marketing  (15 credits)  
This initial marketing module aims to introduce students to some of the key ideas of marketing. Concepts central to an understanding of marketing are considered – role and application of marketing, marketing micro and macro environment; segmentation; targeting and positioning; the product life cycle; the marketing mix; buyer behaviour, marketing research, product policy,  pricing strategies, distribution strategies, marketing communications etc. 

Digital Marketing Essentials (15 credits)  
The module introduces students to digital marketing tools and techniques widely used by marketers across different kinds of organisations. The following areas will be covered throughout the module: content and data roles in digital marketing, development and usability of websites, SMM, overview of the digital landscape and trends in online customer, Email/mobile marketing and cross media integration. 

Creativity, Technology and Innovation (15 credits)  
This module covers the main theoretical models of the discipline, and an understanding of the external environmental climate for products and services, the main business processes and resources affected when businesses react to these new challenges. Appropriate international perspectives will be included. Creativity, technology and innovation are three important interrelated drivers for internal and external marketing strategy. Marketers are increasingly being challenged to manage these assets, and driver changes in business processes and resource skills. 

Professional Development in Advertising (30 credits) 
The module will employ a variety of teaching and learning strategies to develop both the academic skill set of the student and the ability to self-reflect through the context of programme related topics and projects. The module will use case studies across various sectors including advertising, creative and communications agencies, charities, creative campaigns, brands and FMCG products. Teaching and learning strategies will include the use of: i-spy; diagnostic tests; case studies; simulation exercises; role play; research assignments. 

Foundations of Economics for Marketers (15 credits)  
The first part of the Module will cover the fundamental microeconomic aspects: supply (including costs, revenue, and profit maximisation) and demand (including marginal utility, consideration of risk and uncertainty), pricing, taxes, elasticity, market structures, and policies (covering the problems of inequality, inefficiency, and regulation). The second part of the Module will introduce the macroeconomic foundations: the national economy aggregates, unemployment, inflation, economic growth, money and interest rates, the balance of payments and exchange rates, monetary and fiscal policies, as well as the analysis of the ongoing contemporary issues. The concepts and principles will be explained (verbally, graphically, and mathematically) and illustrated in relation to themarketing problems and business decision-making, so that the application of the economic theory to the marketing issues is evident. 

Introduction to Marketing Communications (15 credits) 
The module combines an understanding of relevant marketing theories, for instance consumer and organisational buyer behavioural models, buyer behaviour; market segmentation, targeting and positioning; and marketing research, exploring the use of all elements of the promotion mix. This module will cover the main areas of advertising, personal selling, sales promotion, public relations, sponsorship and direct marketing. Attention is also given to new areas of increasing relevance such as product placement and electronic media. Group work are used in this module to help students develop team skills which are key for a career in the marketing communications industry.

Year 2: Modules

Advertising Concepts and Campaigns (15 credits)  
The role and function of the advertising agency, the client-agency relationship, account planning, creative briefing, media planning and evaluation of advertising will be covered. Students are required to read the trade press and be aware of advertising campaigns in order to apply theory to current practice. Students will be expected to be able to use electronic searching techniques to find out details of campaigns and associated advertising agencies, as well as study published market reports on products/brands.

Enhancing Employability in Advertising (15 credits)  
The module will enable students to research employment issues and opportunities in advertising and to develop an action plan to help them secure eventual employment. It will also help students to continue to develop their employability skills. Module content will include: - The changing nature of the workplace and employer needs - Job search and career planning - Personal development planning - Recruitment and selection processes including the use of selection centres - Contemporary issues affecting employability within advertising - appropriate personal analysis leading to the formalisation of a career action plan. 

Strategic Marketing Planning (15 credits)  
This module will introduce students to the underlying philosophy of marketing planning and the significance of the planning phase in order to give an overall perspective of what planning aims to achieve. At the end of the module, students should be able to identify the usefulness of marketing planning in a range of situations, conduct a marketing audit, outline a basic marketing plan and understand the application of the planning process in a variety of existing organisations. 

Creativity in Advertising (15 credits)  
This module will ensure students understanding of creativity in advertising and help students develop creative and design solutions that are required in an advertising and communications department or agency environment. The module will integrate creative and technology practical solutions with their marketing and advertising knowledge.  Students will use a variety of case studies of recent campaigns to analyse and re-design; as well as carrying out research into contemporary media tools that would allow them to design their own campaign. 

Managing People (15 credits)  
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes: - The development of HRM, theory and practice, contextual factors, strategic approaches. - Recruitment and selection - role of R&S, models of R&S and their application. - Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations. - Flexibility - managing flexibility. - Performance and reward management - managing people for performance, motivation and the link with reward management. - Employee participation and involvement - definition of terms. 

Factors affecting the success of employee involvement (EI). Effective communication. - Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes. Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced. 

The module will engage with the practicalities of managing people and develop the students' critical understanding of the subject area. Indeed, throughout the module, students are encouraged to challenge the rhetoric often associated with people management in an attempt to discover the underlying operational realities. 

Enterprise (15 credits)  
In this module, students study the nature of enterprise and entrepreneurship, its importance to society and the individual personal opportunities that developing enterprise skills provides. Students will also work in a team to identify a new business opportunity and take this idea through the full business planning cycle, ending in a formal presentation of their proposed enterprise. Experts from business and commerce will aid academic staff in providing workshops on particular aspects of business planning and role play. Students will be encouraged to form cross-disciplinary teams that is necessary to create a business idea in order to develop a business plan for launching that idea. With the practical perspective a variety of opportunities will be offered to the students to take their ideas forwards, including pitching to a panel of external judges. 
Consumer Behaviour (15 credits)  
The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Perception of the self and brands is considered along with the social issues of behaviour, beliefs and personality and its longer-term impact on consumer learning. 

The module offers an introduction to the psychology of the consumer, and the impact that this has for the Marketer in creating, developing and delivering customer-valued products and services. The above will expect students to utilise secondary research methodologies learned in other components of the module and the available University of Hertfordshire information resources, e.g. content analysis of existing market reports and other published market surveys. The coursework will relate to the application of consumer behaviour theory in formulating marketing strategy. 

Public Relations Concepts and Campaigns (15 credits) 
The module will develop student's knowledge and skills in PR and marketing communications. The module combines an understanding of relevant PR theories alongside current issues and campaigns: - PR process - PR public - Indirect communications - Direct communications - Indirect and direct communications: a practitioner's viewpoint - Crisis management - Crisis management: a practitioner's viewpoint - PR ethics - New media and PR. 

Students will use case studies, current news articles, other online sources to elicit up-to-date thinking about contemporary PR activity and how it relates to the wider marketing programme. This module involves groupwork - current live PR Brief or a recent case study (30% of assessment).

Students have the option to complete their final year of study at Hertfordshire Business School in the UK or at BHSAD (subject to meeting the requirements for progression from level 4 to level 5 study).

Year 3: Modules
Public Relations Strategy (15 credits) 
This module will look at the use of PR at a strategic and practical level as an element of the marketing communications of an organisation, and how to improve organisational competitiveness through the application of appropriate PR activity. It will focus on issues such as the external environment, contemporary PR, organisational PR, crisis management and internal stakeholders. 
Agency Relations (15 credits) 
This module will be focusing two main areas: understanding the frameworks of working in an advertising and communications agency, preparing for employment within an agency environment. The following areas will be covered throughout the module: overview of how Advertising and Communications agencies work; organisational structure of an agency and exploring different departments within (creative, account management, media planning, production); short-term and long-term client relationships; how to secure an employment in an agency environment; applications, interviews and portfolios; progression opportunities home and abroad. 

Market and Social Research (30 credits) 
We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow. 

Advertising Strategy (15 credits)                                        
Advertising as part of the marketing communications mix will be studied in depth using case studies. Critical analysis of journal articles discussing strategic approaches will be encouraged and debated in tutorials. Formal lectures will be followed by interactive tutorials which rely on much preparation and independent research by students. The writing of the brief from the client point of view will be covered. Evaluation of advertising effectiveness will be studied as well as the legalities and ethics surrounding advertising, explored by using self- study and group presentations. 

Contemporary Issues in Marketing (15 credits)  
The module will be taught through lectures and tutorial workshops, supported by input from researchers and professors in the Business School. Lectures develop understanding of critical analysis; relevant theories, methodologies, key issues and perspectives. Tutorial workshops will clarify understanding and students develop critical thinking and analysis using readings and short case studies. 

Optional Modules, Select 30 credits,15 credits per Semester: 

Strategic Brand Management (15 credits) 
This module explores in-depth the concepts of the strategic brand management process and underpinning theories. Content will include international perspectives where appropriate. Students may work in groups to critically analyse elements of brand building, positioning - designing and implementing brand strategies. Students will be required to evaluate their choices and decisions. Students will be guided in workshops in groups throughout the module. They will acquire the necessary skills to research marketing data and to use this information to understand how the strategic brand management process is formulated, planned and executed. 

Global Marketing Ethics and Culture (15 credits)  
The module will provide learning opportunities to appreciate current writings and perspectives on the global marketing environment. Opportunities will be given to analyse different global marketing organisations and their environments, suggest and implement realistic strategies and plans and control mechanisms. The module addresses global issues such as the macro environment, market entry strategies, communication, price, planning and control. 

Managing Media and Communications (30 credits) 
This module aims to provide a critical understanding of the theory underpinning marketing communications. The theory reviewed includes communications theory, buyer behaviour theory, segmentation and strategy theory, as well as integrated marketing communications theory. The module considers how marketing communication works, taking into account various contexts including the global context. Organisations are considered in detail in terms of their inter-relationship with various stakeholders. 
Students will evaluate existing marketing communications activity by organisations. They will consider current marketing communications disciplines in various contexts (B2B, B2C, SMEs, FMCG, etc).

Students will critically evaluate the strategy related to organisations in terms of media in marketing communications, including its impact on organisations and consumers.  Students will consider the management of marketing communications and conventional and digital media options to produce a marketing communications plan, including a media plan for a live client project.  The module requires students to undertake a considerable amount of research and group work, including primary and secondary research and specified reading to support completion of coursework and the examination.


Course teachers

Daria Yadernaya
Programme leader
How to apply

Entry exams

To enrol to this programme you need to submit the following documents:

- Valid IELTS certificate (or equivalent)

- Certificates of previous education (completed secondary / secondary vocational education, as well as at least one successfully completed year in the higher education programme, including positive grades in all subjects of the first year of study, or a diploma of higher education)

- Personal Statement \ Motivation letter

During the recruitment campaign, the selection committee appoints the dates for consideration of documents whose timetable will be published. The applicant will be informed about the result within 5 working days from the date of the decision. The Admissions Committee is entitled to request additional documents relating to the incomplete higher education to confirm the success of the results for at least the first year of study.

Submission of documents to the Admissions Committee is possible on any business day after filling out the application (on the website). When submitting documents, it is necessary to submit originals, including passports, copies of which will be certified by the staff of the Admission Committee.


Required level of English

IELTS band 6.0 (or equivalent certificate). Along with the IELTS results, the following certificates are also accepted:

- CAE (Certificate in Advanced English);
- FCE (First Certificate in English).

If a prospective student does not have an IELTS certificate of the required level but successfully passed BHSAD English test as part of BHSAD entrance exams, he/she needs to obtain an IELTS certificate before the start of the first semester on Year 1.

Admission requirements

How to enrol

To enrol to the programme  you need to submit an application and provide a list of documents (see below), a motivation letter and a valid IELTS certificate (6.0 or higher).

1. All applicants from countries where English is not the preferred language of communication, must provide a valid English proficiency certificate – IELTS 6 points or higher (academic module, minimum of 5.5 for each unit). CAE and FCE certificates, issued not more than 2 years before the date of submission to the Admissions Committee, and a TOEFL certificate with a total score of 72 and above (reading 18, letter 17, listening 17, oral part 20) are also accepted.

2. Students with UK qualifications:

- a minimum of two 4 unit qualifications (e.g. A Levels), one 8 unit qualification (e.g. Pearson BTEC Diploma) or one 12 unit qualification (e.g. Pearson BTEC Extended Diploma).
- GCSE Maths and English at Grade C (Grade 4 if completed from 2018 onwards).
For graduates of secondary schools, the successful completion of the Foundation Business and Marketing course will be the basis for the transfer to this bachelor program in 2020.

Students with Russian educational qualifications:

Completion of Certificate of full secondary education, and either a pass in First year of a degree programme from a recognised Russian HEI or a pass of the UK foundation degree (in Business Studies, Economics, Marketing or similar area of studies).
Other qualification from various counties are subject to approval by the BHSAD’s and UH’s admission office on a case-by-case basis.

3. Personal Statement / motivation letter – maximum 2 pages (in English)

We have a flexible admissions policy and treat everyone as an individual. This means that we will look at your educational achievements together with your applications as a whole, including work experience and personal statement, and may make an offer at any point within the stated minimal requirements.

Your application will be considered by the BHSAD’s Admissions office. In most difficult cases it might be subject to approval by the University of Hertfordshire. The dates for BHSAD’s admission decisions will be published in March 2019 (normally it takes up to 3 weeks to make a decision on your application).

Graduates of secondary schools must first successfully complete the Foundation Business and Marketing course to enroll to this BA programme.

Required documents

- Online application form
- Copy of previous education certificates and academic qualifications with a detailed transcript**
- IELTS certificate (Valid on the date of submission of the original to the BHSAD’s admission office)
- 2 photos 3х4 cm
- Copy of your passport
- Personal statement

**Certificate of full secondary education, certificate from the university about the successful completion of at least 1 year of higher education or a diploma of higher education, or the BHSAD certificate of a successful completion of Foundation Business & Marketing course.

The school reserves the right to verify the authenticity of all received documents on education. The documents of foreign states are considered on an individual basis.

Tuition fee

Full-time: 585 000 ₽ / year *

Students, as a rule, pay their tuition fees once a semester, that is, twice a year, but at their request can choose to pay on a monthly basis.

* This proposal does not constitute an offer, the prices are subject to change. Cost of services and conditions of their provision will be specified in the contract. 

How can I apply?

Applicants need to provide the following documents:

- online application form
- copy or the original of previous education certificates and academic qualifications.
- 2 photos 3×4
- copy of your passport

After the necessary documents are provided you need to sign the contracts. For applicants under 18 presence of one of the parents is required. More details about the application process can be found in the “How to apply” section of the website.

What is the language of delivery?

The education at BHSAD is provided by an international team of lecturers but the working language is always English for our British programmes.

BA (Hons) Marketing and Advertising

Start date: september 2020
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