BA Joint Hons Economics & Marketing

4 Years On Campus Bachelors Program

University of Strathclyde

Program Overview

The BA Economics & Marketing at the University of Strathclyde blends analytical economic thinking with practical marketing insight, enabling students to understand market behaviour, consumer decision-making and strategic business communication. It suits students who want to apply economic analysis to marketing problems or pursue careers in marketing, economic research, business strategy or consultancy.

Curriculum structure

Year 1:
In the first year, students build core skills through Principles of Economics, Principles of Marketing, and Management Development Programme, learning foundational economic reasoning alongside marketing concepts such as consumer behaviour, market segmentation and the role of marketing in organisations. This year develops quantitative literacy, business awareness and professional skills that underpin more advanced study.

Year 2:
The second year deepens theory and application with Intermediate Microeconomics, Intermediate Macroeconomics, and Consumer Buying Behaviour, where students examine how economic agents and markets function and how this influences marketing strategies and decisions. Modules such as Marketing Communications & Branding introduce practical tools for planning, promoting and managing brands in competitive environments.

Year 3:
In the third year, students engage with advanced topics such as Marketing Strategy, International Economics, and Digital Marketing & Analytics (or other electives), integrating economic frameworks with strategic marketing practice. They apply analytical and creative skills to real-world problems, analysing data, evaluating global markets and designing evidence-based marketing strategies through project work and capstone assessments.

Year 4:

The dissertation is an important part of the fourth year programme. Single Honours Economics BA students are required to submit a dissertation in Economics.

Focus areas: “Microeconomics, Macroeconomics, Marketing Strategy, Consumer Behaviour, Digital Marketing, International Markets”

Learning outcomes: “Apply economic theory to business and marketing contexts; analyse consumer and market data; design strategic marketing solutions; evaluate economic and marketing policies; integrate quantitative and creative decision-making.”

Professional alignment (accreditation): Prepares graduates for careers in marketing management, brand strategy, market research, economic analysis, consulting and business development, with broad applicability in private, public and third-sector organisations.

Reputation (employability rankings): Strathclyde’s business and economics programmes are highly regarded in UK and global rankings (e.g., QS and Guardian), with strong graduate employability in economics, finance, marketing and management roles.

Experiential Learning (Research, Projects, Internships etc.)

At the BA Economics programme at University of Strathclyde, you won’t just sit in lectures—you’ll dive into active, problem-based projects through the Management Development Programme (MDP) where real business problems and teamwork shape your learning from Year 1. You’ll also benefit from industry internships, live research projects via the Fraser of Allander Institute, and a fully-equipped library and business-school hub to support hands-on, data-driven learning.

Here are some of the key experiential features:

The Management Development Programme runs over the first three years and involves problem-based learning in teams around real companies/situations.
Access to summer internships and 6-12 week applied research placements through the Fraser of Allander Institute, enabling you to work on real economic-policy questions.
The university’s Internships & Placements service offers 6-12 month “Year in Industry” opportunities and supports you via MyCareerHub and international placement databases to broaden your work-experience profile.
Use of facilities like the Andersonian Library—with group-study spaces, IT labs and 24-hour access during exam periods—ensuring you have the infrastructure for both independent and collaborative work.

Progression & Future Opportunities

Graduates of the University of Strathclyde’s BA (Hons) Economics & Marketing secure roles in marketing, business analysis, and management, with high employability rates around 95% in professional work 15 months post-graduation and typical starting salaries of £28,000–£32,000. The program's blend of economic analysis and marketing strategy skills leads to rapid progression in dynamic sectors like advertising, retail, and consulting. Alumni often report meaningful careers aligned with their studies.

Typical job roles: Marketing Analyst, Business Development Manager, Market Researcher, Brand Strategist.

Careers service: one-to-one guidance, CV workshops, employer fairs, internship support via Strathclyde Business School.
Employment stats: 95%+ in skilled jobs; £28k–£32k starting salary.
Partnerships: internships, SME consultancy projects, Marketing Society competitions for paid placements.
Accreditation: triple-accredited Business School (AMBA, EQUIS, AACSB) for global employability.
Outcomes: strong entry into marketing/management roles, high satisfaction and progression.

Further Academic Progression: Graduates can pursue MSc in Marketing, Economics, or Business at Strathclyde or elsewhere, leveraging analytical skills for advanced research or professional qualifications.