COURSE CURRICULUM

The First Year Foundation Subjects collectively provide students with a strong academic base and essential skills required for success in business studies and future professional environments. The curriculum begins with an introduction to responsible and ethical commerce, equipping students with frameworks to understand sustainability, globalization, technology, labour, anti-corruption, and human-rights considerations in modern business. Students also develop quantitative skills by learning to apply mathematical and statistical techniques to real business problems using computer-based tools for effective decision-making. Essential economic principles—both microeconomics and macroeconomics—are introduced to help students understand how markets function, how economic forces impact organizations, and how economic reasoning applies to contemporary societal issues. A foundational marketing subject further strengthens their understanding of how organizations identify opportunities and respond to competition through effective marketing strategies. In addition, students build strong communication skills through a subject that focuses on interpersonal, organizational, and cross-cultural communication, emphasizing professional writing, presentations, active listening, and non-verbal communication. Management principles are also explored, providing insight into managing people, processes, organizational culture, and the broader internal and external environment. Students gain analytical capabilities through an introductory marketing research subject that teaches how to identify marketing problems, design research methods, collect and interpret data, and communicate findings. Consumer behaviour is examined to help students understand how individuals make purchasing decisions, how psychological and social influences shape behaviour, and how marketing can be used ethically for societal benefit. The curriculum also incorporates digital transformation, introducing students to digital communication tools, artificial intelligence, and personal branding strategies for the modern marketing landscape. A dedicated subject on digital marketing deepens their knowledge of online platforms, user experience, and customer relationship development. Finally, students explore international business by studying global environments, market-entry strategies, and the challenges and opportunities of operating across borders. This comprehensive foundation prepares students for advanced studies and diverse business careers.