COURSE CURRICULUM

The BA (Hons) Business and Marketing course is structured over three years to provide students with a comprehensive understanding of both business fundamentals and marketing practice. In the first year, students develop core knowledge in areas such as the business environment, data analytics, finance, organisational behaviour, principles of marketing, and advertising, alongside optional modules in professional development, business English, and marketing professionalism. The second year builds on this foundation, focusing on consumer behaviour, ethics, sustainability, marketing communications, marketing research, strategic marketing planning, and operations management. Students can further personalise their studies through options such as innovation management, business finance, services marketing, professional practice, or a study abroad experience. The final year emphasises advanced topics including corporate reputation, public relations, digital marketing, e-commerce, strategy, and leadership practice, with additional options allowing students to explore financial management, global marketing strategy, global entrepreneurship, business ethics, and independent projects in research, responsible enterprise, or client-based initiatives. The program integrates theoretical knowledge with practical application, enabling students to develop critical thinking, problem-solving, and strategic decision-making skills. Overall, the course prepares graduates to navigate complex business and marketing environments, equipping them with the expertise, adaptability, and innovative mindset required for careers in marketing, management, and related fields both locally and internationally.