COURSE CURRICULUM

The BA (Hons) Marketing and Advertising course offers a comprehensive understanding of marketing principles, advertising strategies, and digital communication. In the first year, students build a strong foundation in business and marketing through core modules such as Business Environment, Principles of Marketing, Organisational Behaviour, Finance for Non-Specialists, and Data Analytics for Business, alongside introductory studies in advertising and digital media. The second year focuses on developing practical marketing and advertising skills through modules like Advertising Process, Consumer Behaviour, Developing Advertising, and Marketing Communications in the Digital Era. Students also explore Strategic Marketing Planning, Ethics, Sustainability and Responsibility, and Services Marketing, with opportunities for professional practice or international study. In the final year, learning becomes more advanced and applied with core modules including Corporate Reputation and PR, Developing Brands Through Advertising, Digital Marketing and E-Commerce, Global Marketing Strategy, and Media Planning for Advertising. Students can also complete an independent research project or a client-based assignment, enhancing their professional and analytical capabilities. The program combines creative and strategic approaches, ensuring graduates are well-equipped with the knowledge, digital expertise, and communication skills required for successful careers in marketing, advertising, public relations, and brand management across diverse industries.