COURSE CURRICULUM

The BA (Hons) Business Management at the University of York is a three-year, full-time degree structured to provide a comprehensive foundation in business management while allowing specialization through a pathway in Digital Marketing, Digital Innovation, and Enterprise. In Year 1, students take core modules including What is Contemporary Business?, Accounting for Managers, Competitive Business Environments, Digital Marketing and Artificial Intelligence, and Enterprise and Digital Business, which introduce fundamental concepts of modern business practices, financial management, market dynamics, and digital technologies. In Year 2, the curriculum advances with modules such as Business Professional in Practice, Marketing Behaviour and Performance, Digital Innovation and Transformation, Contemporary People Management, and Consultancy in Global Context, focusing on practical skills, consumer behavior, digital transformation, human resource management, and global business strategies. In Year 3, students explore Brand and Communication Strategies, Emerging Business Trends and Technologies, Financial Management - Analytics and AI, and Strategic Change Management, culminating in a choice between a Capstone or Enterprise project for their Final Year Projects. These modules emphasize strategic branding, emerging technologies, data-driven financial decisions, and organizational change, integrating theoretical knowledge with practical application. The program, co-designed with industry experts, is dual accredited with a CMI Level 5 qualification in Management and Leadership, enhancing employability. The flexible structure allows students to tailor their studies, particularly in Years 2 and 3, aligning with career goals in dynamic business environments while fostering critical thinking, adaptability, and professional readiness.