Curious about studying Economics and Marketing - BA (Hons)at University of Stirling? We've gathered all the key details—entry requirements, modules, fees, and more. Hear from real students by checking out reviews, or take the next step by booking an open day to explore it for yourself.
Bachelor of Arts (with Honours) - BA (Hons)
Stirling Campus
Full Time
Sep 2027
4 Year
Merging creative thinking with strategic analysis, marketing is the vital connection between any organisation and its potential consumer base. With more marketing platforms than ever before and boundless avenues for creative communication, good marketing skills have never been more in demand or more vital to an organisation’s success. The University of Stirling’s Marketing course is ranked 2nd in the UK for Marketing (Guardian University Guide 2022). This is thanks to our research-led teaching and close ties with industry. We understand the need to prepare you for the rapidly shifting landscape of marketing in a digital age of 24/7 connectivity, whilst still exploring the timeless truths that have always underpinned the discipline. You’ll experience how marketing works in a “live” environment, deepen your understanding of what makes businesses tick, and sharpen your skills in research and communication. You’ll also have the freedom to take Marketing as a combined honours course with one of 11 other subjects – creating a tailored degree that will give you an edge in the field you’re most passionate about. We're ranked 1st in Scotland for student satisfaction in Marketing (National Student Survey 2022), and with graduates working for organisations like Adidas, the BBC and Next, Marketing at Stirling is all about ensuring you can truly be the difference in this diverse, fast-paced and infinitely-relevant arena.
This module introduces students to the discipline of economics by asking questions of the real world. More importantly, as this module is built on the principles of the CORE project, students are introduced to a radically different way of approaching Economics which is question-motivated, student-centred, and data-founded. From the outset, the ways that economists think will be explored using contemporary and historical problems, with an emphasis on real world examples. By the end of the module, students will have explored the challenges that economics has faced, introduced students to economics as a science, identified the importance of data, and equipped students with the analytical tools to look at the world in a different way.
Organisations are entities made up of different elements which are interconnected with the external environment. This environment includes a diverse range of influences e.g. economic, demographic, social, political, legal, technological etc. which impact business activity in a variety of ways. This module is designed to provide a foundation for Stirling Management School students to better understand the ways in which the external business environment both evolves and affects the process of transformation (from input to output to consumption) and explores how resources are managed and developed.
As the second foundation module in your first year, this module seeks to explore some of the challenges facing management. Key functions for all organisations are those of Operations, Marketing, HRM, Finance and ICT. Managers must understand the different demands and constraints associated with the interactions of these different core functions in order to formulate appropriate strategies, gain competitive advantage and manage the satisfied productive workforce.
This module continues the CORE approach of learning in economics to study how the aggregate (macro) economy works. Students are given an immersive learning experience through the constant use of data, research developments and real-world issues in policy design and evaluation. Students are therefore introduced to the most important contemporary issues that policymakers in the globalised world, from technological change and artificial intelligence in the labour market, to global inequality and instability. By putting the student in the role of policymaker, the importance of understanding data, identifying the limitations to economic models and the trade-offs between competing objectives is brought to life by using both contemporary and historical data. There is a dedicated capstone unit to economic history and financial crises.
Fundamentals of Marketing aims to give students an understanding of the foundations of Marketing, how a Marketing approach can be implemented and managed in a range of situations and organisations.
This module builds on the introductory module in macroeconomics. It presents a more formal treatment of the foundations of macroeconomic theory and policy, with the aim of providing a deeper understanding of how the macro-economy operates. Students will learn about the role of fiscal and monetary policies in determining aggregate output in a closed and open economy. Stabilization policies will be discussed along with government deficit & debt issues.
This module presents a rather formal treatment of the foundations of microeconomic theory, with the aim of providing a deeper insight into the nature of economic theorising. It introduces key results and methods of analysis that will be developed in later economic modules and provides a preview of the issues discussed in these modules. It aims at helping students develop critical knowledge and understanding of the core concepts in microeconomic theory.
Understanding descriptive statistics and probability is not only an essential foundation to undertaking economic research, but it is also a crucial and valuable transferable skill. This module provides you with basic and practical knowledge of statistics using real world examples and economic scenarios. This module will contribute substantially to your quantitative skills development and is compulsory to take in Year 2 if you wish the option of completing an economics dissertation.
There is now almost complete consensus across national governments that urgent, persistent and transformative changes are required to our economic systems if we are keep global warming to below 2 degrees centigrade. As consumer demands directly and indirectly lead to the majority of the emissions causing climate change, organisations are facing increased market, legal and ethical pressures to change how they practicing marketing and to change how their products and services are developed, produced and delivered. The module is designed to ensure students are equipped to meet these challenges and understand how to practice Sustainable Marketing
The purpose of this course is to provide a foundation in the literature on behavioural science with particular relevance to Economics and Management. In particular the module aims to: Provide an overview of the key areas of intersection between economics and psychology. Enable students to develop a detailed understanding of the key concepts of behavioral economics (e.g. Overview of Economics; Rationality; Utility; Choice under uncertainty; Judgment, Biases and Heuristics; intertemporal choice; Affective forecasting; emotion; identity, compliance, social influences).
The aim of this module is to introduce and extend major topics in microeconomics including intertemporal choice, the economics of uncertainty, general equilibrium, welfare economics and game theory.
This module will help students understand the fundamental role of marketing channels and supply chains to the success of modern organisations in the digital age. Before the purchase and the consumption of products, those must become available to customers. A chain of organisations has to be organised and a number of logistics elements has to be managed in order to make this happen. The module aims to develop understanding and awareness of the complexities and challenges faced by retailers and their support organisations in managing supply chains and the logistics elements in the Digital Age. In addition, the module highlights the fact that companies can not stand alone in channels but they need to work together to form effective and efficient supply chains so that the products are moved to the right place, at the right time, at the right quality and the right price.
This module is an advanced presentation of both current and fundamental economic research in economic growth, unemployment and monetary policy. Students will use the original research papers that have reshaped economic thought in a rigorous way, but with an emphasis on evaluation and evolution of thought when applying theory to real world data. Students will analyse the causes of economic growth, inequality and (un)happiness in the long run. Students will also focus on macroeconomic instability in the short run, and how central banks operate in practice. This module equips students with the skills to both mathematically and discursively evaluate economic problems whilst emphasising empirical skills and independent thought. Students are required to demonstrate their ability as a professional economist by writing a policy briefing paper which applies macroeconomic theory and research to real world data.
The aim of this module is to provide students with the opportunity to develop a theoretical understanding of consumer behaviour in conjunction with the skills to apply this knowledge to practical marketing situations. We also aim to develop your critical reading and writing skills. This will dramatically enhance your capacity for analysis and interpretation of consumer motivation, and the practices that facilitate meaningful consumer-brand relationships.
Research in economics has taken an empirical turn since the 1990s. In this module you will explore the engine of the ?credibility revolution? in economics: causal inference. This means establishing that one variable has a causal impact on another (i.e. X causes Y), and is not simply correlated to, or associated with (i.e. X and Y move in the same direction). In order to explore valid research designs which allow one to use quasi-experimental methods for causal inference, this module first arms you with the basic toolkit of the econometrician.
The dissertation requires you to apply your knowledge and skills to the design and implementation of an original research topic in your chosen field of study. This will first require the analysis, critique, and synthesis of peer reviewed literature to identify a contemporary research gap. This will follow with the development of a research design and the collection of data via fieldwork. Your chosen area of research will represent the culmination of your degree. This work will address a particular issue that you have identified as being worthy of study (with approval by academic staff).
This course is part of UG dissertation module and is designed to lay the foundations for research in empirical economics and guide students prepare their own dissertation. The module gives students guidelines on and experience in every stage of the research process, from the choice of the research question, the assumptions that underpin common research methods used in economics, to the structure of a research paper, what to include and what to leave out when writing.
The primary aim of the module is to study the role of the government in the economy. Gaining insight into the theory of public finance, we critically assess real-world systems of government as well as various policy issues.
This double-weighted core module is designed to build upon the work of the previous six semesters and to prepare you for the final semester to follow. Specific preparation for your final semester will involve a programme of lectures to guide formulation of your dissertation research proposal and will be delivered as an integral but discrete and free-standing part of M7. (Full details of this dissertation component are provided in a supplementary MKT9M8 Marketing Dissertation hand out and Succeed). This integration has been designed to lay a solid foundation in both group and individual research skills that should also promote the prospects of your future career using marketing.
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