BA (Hons) Marketing and Advertising


Lancaster University is ranked amongst the leading 1% of universities in the world and amongst the leading ten universities in the United Kingdom. Lancaster University’s postgraduate management programs are accredited by the three most reputed accreditation agencies in the world – Association to Advance Collegiate Schools of Business (AACSB) in the USA, European Quality Improvement System (EQUIS) in Europe, and the Association of MBAs (AMBA) in the United Kingdom, thereby positioning the University amongst an elite 1% of triple accredited business schools worldwide. Lancaster University’s Management School (LUMS) is equally renowned internationally and is a triple accredited (AACSB, EQUIS and AMBA) school.

The three-year full time BA (Hons) Marketing and Advertising at GD Goenka World Institute mirrors the internationally acclaimed business undergraduate program at Lancaster University. The degree is awarded by Lancaster University and is recognised internationally for work or more advanced study

The program integrates contemporary knowledge across business disciplines such as statistics, accounting and finance, economics, marketing, management, and human resource. The second and third year of the program focuses on courses in advertising, branding and marketing. The program provides students’ comprehensive knowledge and appreciation of theory and practices in business management and administration particularly on matters pertaining to advertising, branding and marketing.

It is an intense and highly demanding program that entails substantial self-study, reflective and peer-to-peer learning through class discussions and individual and group written assignments and class presentations. Students are provided support to transition to a system of education that could be substantially different to other undergraduate programs. G D Goenka World Institute offers the following two compulsory foundation courses to help students transition into this contemporary, demanding and one of the foremost undergraduate management programmes in the world: Mathematics and Data Analysis; Business Communications and Soft Skills.

The Institute also operates a “Buddy Program” through its “Student Welfare Centre”. Under this program an academic staff member works one-on-one and shadows a student all through their stint at the Institute.


Students who qualify (based on class performance, performance in assessments, discipline, attendance records etc.) are eligible to transfer to Lancaster University in the final year of their programme. Students who transfer will be required to pay the fees charged by Lancaster University and will be entitled to all benefits that students studying in the UK Campus are entitled to.

First and second years undergraduate management students can apply for a competitive and merit based three week “Summer School” attachment at Lancaster University. The Summer School attachment provides students the opportunity to engage in study, co-curricular and extracurricular activities with students in Lancaster University’s UK Campus and students from Lancaster University’s offshore operations in countries such as China, Singapore, Malaysia and elsewhere.


Lancaster University’s business qualifications open up opportunities for rewarding careers in private sector organisations in India and abroad. The Institute’s “Placement and Industry Internship Centre” supports students in various ways (through industry visits, competency building workshops, workshops on soft skills and communication etc) to seek and compete for positions and internships in India and abroad.

Past students hold executive positions in a top-tier service, manufacturing and consultancy organisations such as Deutsche Bank, JWT, HSBC Bank, Mazars, Standard Chartered Bank, Capital IQ, Grail Research, Tata Power Corporation, American Express, India Bulls, PwC, KPMG, EY, Deloitte, HDFC Bank and ICICI Bank.


  • MKTG 101 Introduction to Marketing
  • MSCI 110 Business Analytics
  • MSCI 103 Introduction to Management Science

OPTIONAL MODULES: One module needs to be selected

  • ACF 100 Introduction to Accounting and Finance
  • ECON 102 Principles of Economics
  • MKTG 210 Marketing Research
  • MKTG 232 Advertising
  • MKTG 233 Digital Marketing
  • MKTG 206 Marketing Simulation
  • MKTG 225 Consumer Behaviour
  • MKTG 229 Marketing in the Supply Chain
  • MNGT 213 Data Analysis for Management
  • MKTG 301 Strategic Marketing
  • MKTG 331 Advertising Research
  • MKTG 334 Integrated Communications
  • MKTG 317 Brand Strategy

OPTIONAL MODULES: One module needs to be selected

  • MKTG 329 Organisational Marketing
  • MKTG 315 Marketing Innovation
  • MKTG 322 Marketing of Services