Marketing is the insightful process of thinking about and planning for markets. The process starts with researching the marketplace and understanding its dynamics. The marketer uses research to identify opportunities, that is, to find individuals or groups of people with unmet needs or a latent interest in a product or service. The marketing process involves segmenting the market and choosing those target markets that the company can satisfy in a superior way. The company must formulate a broad strategy and define a specific marketing mix and action plan to optimize its long-term performance.
The study of marketing includes the analysis of the market, development of products to meet customer demand, and the planning and implementation of a wide range of operations including advertising, promotion, distribution, pricing and market research. The increase of international competition has led to a vital need for marketing expertise in all areas of business including non-profit organizations such as charities and the arts.
Our intensive courses cover a wide range of topics such as market research, product development, consumer behavior, marketing strategy, advertising, information systems, accounting and international marketing.
Graduates from the Business Administration and Economics Department at CITY College, University of York Europe Campus will possess a thorough knowledge and understanding of the above areas and will have the ability to put those skills into practice. The graduates from our Department will be the successful business executives of tomorrow. The depth of their knowledge and their specialization will enable them to pursue successful careers in marketing departments in the public or private sector, in financial institutions, in the industrial sector and even in the services sector.
Practicum - A real-life project for final year students
The Practicum is part of the programme of studies of all the Bachelors programmes of the Business Administration & Economics Department. Final year students have the opportunity to work on real-life projects in companies or organisations, practise their skills and knowledge, and better understand the links between business theory and practice in authentic settings.