COURSE CURRICULUM

The course structure begins with a common first year that is designed to introduce students to a broad range of business and management principles, providing a foundation that can be further specialized in later years. This year includes modules such as Foundations of Management, where students explore the core concepts of business operations and organisational design; Organisation Behaviour, which delves into the interpersonal dynamics and management practices within workplaces; and Entrepreneurial Ideation, which helps students develop creative business ideas. Additionally, Marketing, Digital and Social Media covers the fundamentals of marketing in the digital era, while Business Decision-Making Using Data Analysis introduces students to data-driven decision-making processes. The first year also encourages entrepreneurial thinking through Entrepreneurial Thinking, focusing on entrepreneurship within the context of responsible management.In Year 2, the curriculum shifts to building technical, study, professional, and global awareness skills, equipping students with a deeper understanding of marketing practices. Modules such as Integrated Marketing Communications teach students how to develop and implement cohesive marketing campaigns, while Consumer Behaviour dives into understanding customer actions and psychology. The Marketing Insight module focuses on transforming complex data into actionable marketing strategies, and Value Through Innovation explores the creation of customer value through product and service innovation. Students also gain insight into Business-to-Business Marketing, studying the dynamics of marketing and sales in a business context, and Designing a Research Proposal prepares them for their final year project.The final year is aimed at preparing students for the professional world by refining their skills and providing a comprehensive understanding of corporate marketing strategies. The Project module allows students to engage in independent research in their area of interest, supported by a mentor. Other key modules include Corporate Identity, Communication, and Reputation, where students learn to manage corporate branding and reputation, and Corporate Marketing Strategy, which helps them apply strategic marketing theories to real-world challenges. Students also choose two from a list of optional modules to further tailor their learning experience.