In this blog, Aidan Connor recounts some of the important lessons learnt during his marketing degree and how the knowledge he gained at university can be applied in an industry role.

Marketing is often glamorised — think Mad Men, where midday drinks, slick suits, and dramatic pitches create a world of effortless charm and success. Then there's Emily in Paris, where every idea lands perfectly and marketing seems like a series of quick wins. While entertaining, these portrayals give a skewed impression of what the industry is really about. In this blog, I'll discuss the important things I feel any marketing student should know before beginning their degree.

#1 Foundational Concepts

The 4Ps — Product, Price, Place, and Promotion — were among the first concepts I learnt throughout my marketing education. These are more than simply keywords; they form the foundation of any brand's product launch strategy. Product is what you're selling and how it satisfies a need; Price is how much you charge, and the value customers place on it; Place is where and how buyers may find your product; and Promotion is how you connect with and encourage your audience to engage. It seems straightforward at first, however, it is about how well you understand and use these elements that are critical to making successful marketing decisions. There is also an extended version of the model with 7Ps, including People, Process and Physical Evidence.

Another key model in marketing is the five stages of the customer buying journey: awareness, consideration, decision, purchase, and post-purchase. This journey outlines how customers move from first learning about a product to becoming loyal advocates. Foundational marketing concepts like these provide the structure for understanding and influencing customer behaviour and help us ensure all marketing efforts guide our customers through their journey effectively.

#2 Marketing for your market

One of the biggest lessons I learned early on is that marketing isn’t about simply pushing products - it’s about understanding and solving real problems that people face. Building connections with your customers is essential for forming a trusting relationship between the brand and consumer and encouraging long-term loyalty. Having a deep understanding of your customers can create strong brand associations in a consumer's mind.

An example of this is Irn-Bru — a drink that's so ingrained in Scottish culture, it far outranks other popular soft drink brands. It's a product that taps into Scotland's deep-rooted love for tradition, pride, and a bit of rebellious nature. Irn-Bru isn't just a drink; it’s a symbol of Scottish identity, and the marketing behind it plays on that pride. It’s not just about the taste — it's about the feeling of supporting something local, something authentically Scottish. It’s a perfect example of how understanding the cultural nuances of a country can create powerful brand loyalty.

#3 How to stay ahead

Marketing is all about staying ahead of the curve. Just five years ago, Facebook, Instagram, and X (formally Twitter) were the dominating marketing platforms, and everyone was focused on increasing brand visibility there, but then the world changed. The global pandemic hit, and TikTok quickly became the go-to platform, targeting younger audiences with short, engaging videos. In recent years, AI has begun to transform marketing methods, re-shaping search experiences and revolutionising customer interactions. From automations and predictive analytics to content creation and anticipating customer needs, AI is changing all aspects of marketing. Working in an industry that is constantly changing and adapting, as marketers need to be able to adapt with it.

One of the best ways to impress at the beginning of your studies and keep up with these changes is by incorporating SMART objectives into your work. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These objectives assist you in setting clear, well-defined goals with measurable outcomes. However, the true value of SMART objectives lies in their flexibility to adapt to changing conditions. For example, if your initial Facebook campaign isn't functioning as intended, SMART's quantitative and time-bound structure helps you to react swiftly. You can easily redirect your efforts to another platform, such as TikTok, and refocus your strategy based on your objectives, without losing sight of your overall goals. This adaptability guarantees that your marketing tactics can respond swiftly to changes in trends, customer behaviour, and external influences, allowing you to stay on course and fulfil your goals regardless of what occurs.

#4 The learning never stops

While a marketing degree gives you great foundational knowledge, it’s not enough to rely solely on what you’ve learned in the classroom. Employers value soft skills like communication, teamwork, and time management — being able to work under pressure and provide evidence of these skills can make you stand out.

In academic studies, you’ll likely be asked to write long essays, but in the real world, the ability to summarise and make your points clear and concise is vital. This is a learning curve, as university often encourages extensive research and lengthy analysis. This is where techniques like BLUF (Bottom Line Up Front) come in handy. The BLUF method, originally used in military communication, is about presenting the main point or recommendation right at the start. It forces you to think critically and be direct, which is key in marketing, where time is precious, and attention spans are short. I first learned about this technique through officer training at university as part of my curricular activities, now I use BLUF in my marketing work to quickly get to the core message, whether in pitches, presentations, or even emails.

#5 It’s not where you go, it’s what you know

It can be easy to get caught up in the prestige of university rankings, or to believe that earning a degree alone is the golden ticket to success. But in marketing — and in most careers — it’s not about where you studied, but what you’ve actually learned and how you use it. I found this out the hard way during my first job interview in London. I walked in, ready to highlight that I studied at Strathclyde, Scotland’s top marketing university — only for the interviewer to admit they’d never even heard of it. In that moment, it became clear that the name on your degree matters far less than your ability to apply your knowledge, think critically, and bring real value to the table.

As you begin your own marketing path, remember that practical experience, soft skills, and a real desire to understand people and markets will make all the difference. Don't be hesitant to seize chances, move outside of the classroom, and hone the skills that will prepare you for a successful career. Marketing is about staying flexible — responding to what works, what doesn’t, and what changes in between. It’s not about creating the perfect strategy from day one, but about refining, adapting, and evolving. So be curious, stay open to learning, and don’t be afraid to get things wrong. The most valuable lessons from your academic studies will help you throughout the rest of your career.

Did you know that over 130 universities are accredited by CIM? Combining your CIM qualification with studying for your degree means you can benefit from exemptions on the number of assessments you take and reduce your study duration by up to 66%.

Find out more about CIM accredited degrees here