COURSE CURRICULUM

The Marketing and Business degree at Abertay University is a well-rounded and professionally focused program designed to develop students into skilled marketers and business professionals. In Year 1, students build a strong foundation through core modules such as Introduction to Accounting, Introduction to Marketing, Managing People and Ideas, and Media and the Digital Society. These are supported by Abertay 101, which helps students transition smoothly into university life and develop essential academic skills.In Year 2, the focus shifts to applying business principles with a deeper look at data and sustainability. Modules such as Business Analytics, People, Planet, Profit, Theory and Practice in HRM, and Project Management teach students how to manage resources effectively, lead teams, understand corporate social responsibility, and use data-driven decision-making in real business contexts.Year 3 continues to enhance strategic understanding with a strong marketing focus. Core modules include Digital Business Strategy, Market Intelligence and Consumer Behaviour, and Marketing Communications and Design. These modules explore how businesses develop strategies in digital spaces, understand consumer behavior, and build effective marketing campaigns across channels.In the final year, students complete a comprehensive marketing dissertation split across two modules, enabling in-depth research and practical exploration of a chosen topic. Alongside this, students take Strategic Marketing, Brand Management, and Business Ethics in Society. These modules bring together all previously learned knowledge, allowing students to explore ethical considerations, develop long-term brand strategies, and implement strategic marketing initiatives effectively.Throughout the program, students gain a mix of theoretical insight and practical experience, preparing them for a variety of roles in marketing, business development, and brand management. The course equips graduates with the tools to succeed in today’s competitive business environment or pursue further postgraduate studies in marketing or related fields.