COURSE CURRICULUM

The Marketing and Advertising BA is designed to equip students with the knowledge, skills, and practical experience necessary to thrive in the dynamic marketing industry. In the first year, students are introduced to the fundamentals of business organisations and the broader business environment, while developing key management and marketing skills. Core subjects include accounting and finance for marketing, business analytics, innovative marketing, organisational behaviour, and the global marketing environment, alongside the opportunity to study an option module, such as a foreign language, to broaden knowledge. In the second year, students build on this foundation, exploring decision-making for marketing managers, discovering consumer insights, ethics and social responsibility in marketing, and management and career development. They also study specialized areas such as B2B marketing, marketing channels, operations management, services marketing, retail marketing, and sports marketing, with the chance to participate in a study abroad program or work experience to enhance practical understanding. In the final year, students focus on applied marketing and contemporary issues, including global marketing management, interactive and digital marketing, brand management, new product development, destination, cultural and heritage marketing, and strategic perspectives. Personal leadership development is also emphasised, and students can continue to explore optional modules across the University. This comprehensive program prepares graduates to enter a wide range of marketing and advertising roles in a global context.