COURSE CURRICULUM

The BSc (Hons) Business Management and Digital Marketing program is structured over three years to develop strong business foundations alongside specialist marketing expertise. In the first year, students are introduced to core business principles through modules such as how to do business, financial environment and analysis, and international business and market dynamics, alongside an in-depth study of digital marketing. They also explore organisational behaviour and the future of work, with a focus on artificial intelligence, while developing essential academic skills. The second year builds practical marketing and analytical capability, with modules covering social media and experiential marketing, data analytics and AI in business, and the entrepreneurial journey. Students also gain insight into international operations and supply chain management, supported by broader learning through the Ruskin Module. In the final year, learning becomes more strategic and global, focusing on international marketing communications, sustainability and responsible business, and strategic management for experience sectors. The program culminates in an undergraduate major project, allowing students to apply business and marketing theory to real-world challenges through independent research. Overall, the course prepares graduates for dynamic careers in digital marketing, brand management, marketing communications and business management roles.