COURSE CURRICULUM

The BA (Hons) Business and Marketing program is designed to provide students with a strong foundation in business principles while developing specialised expertise in marketing. In the foundation year, students study professional development, business environment and functions, business information management, entrepreneurship and innovation, responsible business, and leadership and management projects, preparing them for further academic and professional challenges. Year 1 focuses on core business and marketing skills, including 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 expands students’ understanding of marketing and business operations through modules in business research and analysis, human resource management essentials, digital business models and operations, market research and planning, and applied logistics and supply chain management, while optional modules in communications, content marketing, and marketing in sport, music, and fashion allow for specialisation. Students may also undertake a study abroad semester for international exposure. In Year 3, practical experience is emphasised through optional work placements, study abroad programs, or blended placements. Year 4 develops advanced skills in project management, responsible marketing strategy, marketing metrics, buyer behaviour, brand management, digital and data-driven marketing, B2B marketing, and applied research through management enquiry, dissertation, or consultancy projects. The program combines academic study, practical application, and professional development to prepare graduates for careers in marketing, business strategy, and related fields.