COURSE CURRICULUM

The Marketing BA (Hons) course is structured over three years, with a combination of core and optional modules that build both foundational knowledge and specialised expertise. In the first year, students focus on essential business and marketing skills through core modules such as financial decision making, business analysis for decision making, preparing for professional practice, marketing study and consultancy skills, global marketing and communications, and an introduction to marketing, with additional academic language support for international and EU students. The second year deepens analytical and marketing capabilities with core modules in business research and analysis, human resource management essentials, digital business, and market research and planning. Students can also tailor their learning with optional modules in retail and multichannel marketing, customer experience marketing, communications and content marketing, and dynamics of marketing in sport, music, and fashion, as well as the opportunity to take a study abroad semester. In the final year, the program emphasises advanced marketing strategy and evaluation through core modules in marketing metrics and responsible marketing strategy, alongside optional modules covering buyer behaviour and integrated marketing communications, brand management, digital and data-driven marketing, and B2B marketing and sales management. Students may also undertake substantial projects such as a dissertation, an undergraduate consultancy project, or a management enquiry, allowing them to apply their skills to real-world marketing challenges and specialised areas of interest.