COURSE CURRICULUM

The BA (Hons) Business and Marketing program provides a structured learning pathway that combines core business knowledge with specialised marketing expertise. In Year 1, students develop foundational skills through modules in financial decision making, business analysis, preparing for professional practice, business, economy and society, marketing study and consultancy skills, and introduction to marketing, with academic language support available for international and EU students. Year 2 builds on these skills, focusing on business research and analysis, human resource management essentials, digital business models and marketing operations, market research and planning, and applied logistics and supply chain management. Optional modules in dynamics of marketing in sport, music and fashion, and communications and content marketing allow students to explore specific marketing contexts, while the opportunity to undertake a study abroad semester provides international exposure and practical experience. In Year 3, students advance to strategic and applied marketing topics, including project management, responsible marketing strategy, and optional modules in marketing metrics, buyer behaviour and integrated marketing communications, brand management, digital and data-driven marketing, and B2B marketing and sales management. The year also allows for applied research and professional practice through management enquiry, dissertation, or undergraduate consultancy projects. Across all years, the program integrates theoretical learning with practical application, equipping students with the analytical, strategic, and professional skills required for successful careers in marketing, business consultancy, and related fields.