COURSE CURRICULUM

This Business and Digital Marketing program offers a progressive, three-year pathway to develop the knowledge, skills, and practical experience needed to thrive in a digital business environment. In the first year, students gain a broad understanding of contemporary business practices and digital marketing, studying modules such as academic and professional skills, sustainable business, marketing in the digital context, and business finance. Assessments include a variety of methods, from essays and presentations to management reports and digital marketing campaign analyses, allowing students to apply theory to practical scenarios. The second year builds on this foundation, focusing on communications, social media, content marketing, AI applications, customer relationship management, and human resource operations. Students also explore digital regulation, compliance, and sustainability in career development, with assessments continuing to combine written, analytical, and practical approaches. In the final year, the program emphasizes strategic and analytical skills, covering digital campaigns, understanding audiences and consumer behaviour, and executing business strategy. Students also undertake an undergraduate major project focused on leadership in practice, integrating learning across the course and demonstrating applied knowledge. Overall, the program equips graduates with a blend of digital marketing expertise, analytical thinking, strategic insight, and professional skills, preparing them for leadership roles in marketing, business strategy, and related sectors within the rapidly evolving digital landscape.