COURSE CURRICULUM

The Business and Digital Marketing Management BA(Hons) program offers a structured, three-year curriculum designed to develop both practical and strategic skills in marketing and business management. In the first year, students gain foundational knowledge through modules such as Marketing in Practice, Global Business Management, Introduction to Digital Marketing Communications, Organisational Behaviour, Marketing and Society, and Principles of Marketing, providing a broad understanding of business and marketing principles. The second year focuses on more applied skills, including Marketing Research, Business and Societal Impact, Applied Project Management, Consumers and Consumption, Social Media Marketing, and People Management, allowing students to engage with real-world business challenges and digital marketing strategies. The third year prepares students for professional practice and advanced decision-making through modules such as The Marketing Professional, Strategic Marketing Planning, Responsible Business, Digital Campaigns and Communications, and an Undergraduate Dissertation, or alternatively, two optional modules including Human Resource Development, Business and Climate Change, Ethical Leadership, or Business and the Entrepreneur. Across all three years, students develop practical expertise, analytical abilities, and critical thinking, enabling them to plan, execute, and evaluate marketing campaigns while understanding their impact on society and business performance. The program integrates real-world projects and academic theory, ensuring graduates are equipped with the skills, confidence, and experience required to excel in marketing, business management, and related careers across diverse industries.