Business and Marketing BA (Hons)
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
Course overview
The Business and Marketing BA (Hons) course aims to provide a solid understanding of areas such as business planning and management, alongside specialist marketing skills for potential careers in category management, marketing, customer insight, business development, sales and corporate communications. This course aims to:
- give you the confidence and business acumen necessary to develop, position and build businesses in the most strategically effective way.
- develop a solid understanding of business analysis, marketing planning and management, including exploring topics such as leadership, alongside specialist marketing skills, such as understanding customer behaviour, developing creative solutions and promoting competitive advantage.
- hone a broad range of practical and transferrable skills – creative, analytical, interpersonal and communications.
The January start for this course is condensed in Year 1. Please see the ‘How you’ll learn’ section below for more details.
Why you should study this course
- Real-world applications - a distinctive feature of this course is the focus on real-world engagement and authentic assessments in a range of business and marketing situations. The course aims to offer you the opportunity to work on live projects and case studies from local and international organisations and possibly participate in Collaborative Online International Learning (COIL) projects. Your business skills are further developed s through simulation games, role-play activities, and scenario-based learning by putting theory into practice.
- Highly flexible and transferable course options - this course is part of a suite of marketing courses that share a common first year, this enables you to gain a broad understanding of business and management concepts and practice before continuing your chosen specialism.
- Prepare for your future - prepare for a future career in business and marketing with a work placement. Past students have secured placements at IBM, L'Oreal, Rolls Royce and Warner Brothers.
- Real-world insights and professional network development - you will be presented with opportunities to experience presentations and networking opportunities with practitioners, from both global businesses and small, niche advertising agencies, together with both real and virtual field trips.
If you choose to start this course in January you will study exactly the same course but over a slightly shorter timescale in Year 1. This is ideal if you missed the September start, want to transfer from a different university or course or just need a bit more time to prepare for life at university.
What you’ll study
FOUNDATION YEAR IN BUSINESS
Start date: 15 September 2025
Fall semester:
- Development of Academic Language & Skills
- Business Communications
Spring semester:
- Success in Academic Language & Skills
- Management Skills
- Marketing for Business
In addition to the Foundation Year modules, students at Coventry University Kazakhstan will also need to complete the following modules as mandated by Kazakhstan regulations:
- Kazakh language
- History of Kazakhstan (in English)
FOUNDATION YEAR IN BUSINESS - January Intake
Start date: 12 January 2026
This is ideal if you missed the September start or want to transfer from a different university.
Spring semester:
- Success in Academic Language & Skills
- Business Communications
- Management Skills
- Marketing for Business
In addition to the Foundation Year modules, students at Coventry University Kazakhstan will also need to complete the following modules as mandated by Kazakhstan regulations:
- Kazakh language
- History of Kazakhstan (in English)
During your Foundation Year, you will study alongside students who are pursuing related degrees. This offers you the chance to establish connections and form friendships with a diverse group of people who share similar interests and aspirations.
This course has a common first year.
The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn.
If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).
This module introduces you to the essential building blocks of business and organisational management through a range of theories, concepts and approaches. You can expect to explore the organisational structure, organisational design and business operations before learning about contexts which impact organisations, such as national culture, capitalism, demography and climate change.
This module explores how people interact with each other in the workplace and the impact that leaders and managers have upon that interaction. It examines the role of people management practices and how these affect individual behaviour in the workplace.
This module develops your knowledge and understanding of the fundamental concepts in marketing, including digital and social media. You should develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions.
This module introduces the fundamental concepts and principles of data analytics, and how they can be applied to assess and enhance organisational and functional performance and support decision-making. This module is designed to help you develop an analytical mindset, deepen your understanding, and prepare you to use innovative data analytic tools, techniques, and methods.
The aim of this module is to introduce you to the process of entrepreneurial ideation. Entrepreneurial ideation is the creative process of generating, developing, and communicating new ideas. Through authentic and applied assessment, you will be invited to present your ideas to business and organisational leaders.
The aim of this module is to enable you to engage critically and creatively with entrepreneurship in the context of responsible management practice. Following an introduction to the key concepts and debates of general entrepreneurial principles, you will actively explore social, economic, and environmental challenges.
In year two, you will continue to develop the skills and knowledge you’ve learned. We do this by embedding the following four principles into the curriculum and developing your:
- technical skills – digital fluency, backed with the right academic knowledge
- study skills – to be an adaptive, independent and proactive learner
- professional skills – to have the behaviour and abilities to succeed in your career
- global awareness – the beliefs and abilities to be a resilient, confident and motivated global citizen.
This module will provide an insight into how marketeers develop and implement marketing campaigns. With more noise than ever in the external environment, how can we make our messages stand out and integrate with the plethora of channels companies advertise through?
Consumers are central to marketing, however they sit outside the organisational boundary and sometimes exhibit unpredictable and counterintuitive behaviours. In this module, you will study key theories of consumer behaviour to improve your own marketing practices.
In this module, you will learn how marketers can take complex data and develop valuable marketing insight to enhance marketing activity.
This module examines how businesses create and enhance customer value through product and service innovation. You will explore key theories, consumer research, and market trends to propose effective innovations. The module also considers supply chain innovations and their role in value creation. Поменять на англ версии
This module explores the key themes related to business-to-business, marketing and sales. The module covers key areas such as the nature and scope of business markets, organisational stakeholders, organisational buyer behaviour and creating business value through understanding and applying the marketing mix in a business-to-business context. The module also explores personal selling and key account management as part of marketing and sales activity to businesses.
This module is designed to help equip you with the necessary skills and knowledge to undertake your final year project.
The final year aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from years one and two. You could also work on a large final project in an area of your interest, with the support of a mentor.
This module will provide you with the opportunity to apply and develop your research skills and extend your knowledge, understanding and ability to critically analyse a topic in a specialist area of interest. You will choose a research topic related to your programme of study and apply critical analysis skills acquired through this and other modules to research the topic in depth.
The aim of this module is for you to develop a broad understanding of the theories and concepts used to manage corporate reputation, including the corporate brand, corporate identity and corporate communication strategies. The module also aims to develop your understanding of the role of corporate communications, corporate branding and reputational status in relation to other functions and the strategic development of an organisation. It also explores how organisations use corporate brand management to communicate with stakeholders in a variety of contexts.
This module aims to enable you to develop a broad understanding of the foundations of strategy and strategic marketing. You will analyse strategic and strategic marketing issues facing different organisations and use relevant theories, models and frameworks to make strategic recommendations from a marketing perspective.
Plus two of the following seven optional modules:
Big data is changing the way companies operate and interact with their customers. This module will cover the key theories and concepts in this area and provide an insight into the role big data plays within organisations.
Climate change is currently one of the biggest threats to humanity. Marketing has traditionally been seen as a means of accelerating consumption. In this module, you will aim to develop a critical insight into this phenomenon and learn how marketing can help develop sustainably.
Social media and influencers are reshaping how organisations interact with their consumers. In this module, you will study this phenomenon and analyse how organisations can successfully utilise social media and influencers.
Despite the gradual growth of global consumer segments, understanding marketing across different global contexts is still imperative when seeking to develop a global organisation. In this module, you will study global marketing and investigate issues such as culture, product adaption versus standardisation and market entry methods.
Within marketing there has been a shift from the consumption of products to the consumption of experiences. Events are consumed through experience and therefore require specific marketing strategies and tactics to be developed. In addition, PR is an important marketing tool, but with the proliferation of digital we ask if PR is still relevant, in this module you will investigate this issue further.
This module should provide you with the knowledge and understanding of the HRM function within international organisations.
A positive corporate identity is important to running a successful organisation. In this module, you will study how to best manage corporate identity, and how communication with a range of stakeholders can be used to enhance corporate reputation.
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
How You'll Learn
Theory and practice-based lectures and seminars aim to develop your knowledge of a range of marketing topics, supported by a suite of industry-based software and hardware.
There will also be opportunities to:
- explore consumer behaviour and analysis, and have the opportunity to learn how this insight and more can be used to inform the planning and implementation of marketing programmes.
- take part in group projects designed to develop advertising campaigns and hone your analytical skills using simulation games, such as marketing management games designed to develop your understanding and command of the marketing planning process.
- expand your skills and knowledge of the development and operation of business markets, entrepreneurship and the management of key resources, including human capital, financial management, strategic management, corporate social responsibility and organisational change.
If you choose to start this course in January it will be run as a condensed programme. You’ll start your course in January and finish your first year in August. Upon successful completion of Year 1, you will progress onto Year 2 in September and then continue to start subsequent years of your course in September, completing your degree at the same time as the September starters unless you opt to do a placement year.
Teaching contact hours
As a full-time undergraduate student, you will study modules totalling 120 credits each academic year. A typical 20 credit module requires a total of 200 hours study. This is made up of teaching contact hours, guided and independent study.
Teaching hours:
Teaching hours vary each semester, year of study and due to module selection. During your first year you can expect 15-18 teaching hours each week. You will also have the option to attend optional sessions including time with a progress coach or to meet with staff for advice and feedback. As you progress through your studies, teaching hours may reduce.
Guided and Independent study:
Throughout your studies, you will be expected to spend time in guided and independent study to make up the required study hours per module. You'll be digging deeper into topics, review what you've learnt and complete assignments. This can be completed around your personal commitments. As you progress through your studies, you'll spend more time in independent study.
Assessment
This course will be assessed using a variety of methods which will vary depending upon the module.
Assessment methods may include:
- phase tests
- essays
- group work
- presentations
- reports
- projects
- coursework
- exams
- individual assignments.
The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.
Careers and opportunities
Upon successful completion of the course, you will be able to:
- apply appropriate business concepts, models or techniques to analyse marketing problems.
- source, analyse and apply appropriate marketing information to support decision making.
- present ideas and findings and communicate effectively to an audience in written, verbal or electronic format, using appropriate business media and IT applications.
- identify and analyse relevant sources of marketing information and research techniques across different contexts and cultures.
- appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
- effectively use specialist tools in digital and social media marketing using appropriate software.
- apply appropriate techniques to solve a range of different business management problems, including those of a financial nature.
Our Business and Marketing BA (Hons) aims to provide a highly flexible degree, which can easily facilitate entrance into general business management roles or act as a springboard for roles such as a Sales Manager, Category Manager, Market Research Manager or Marketing Manager. You can expect to develop a critical and reflective understanding of marketing and its relationship with the wider international business environment. It could lead to potential future specialist career options in such areas as advertising, digital marketing and project coordination, as well as more general roles in business analysis, project management or sales management.
Through completing the degree you will gain expertise and confidence in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management as well as knowledge and application of key concepts and practice within the broader marketing discipline.
Where our graduates work
Some of our past graduates have gone on to a range of careers in marketing, advertising, PR, brand management, marketing research, digital marketing, sales and general management, with a wide range of large and small organisations such as Disney, Virgin Media, Dell, PepsiCo and Network Rail.
Exploring your options or have questions? We are here to help you make the right choice!