Curious about studying Marketing and Business Management - BA (Hons)at Abertay University? We've gathered all the key details—entry requirements, modules, fees, and more. Hear from real students by checking out reviews, or take the next step by booking an open day to explore it for yourself.
Bachelor of Arts (with Honours) - BA (Hons)
Abertay University
Full Time
Sep 2026
4 Year
Begin your career as a professional marketer and manager, ready to excel in the work place. Study our CIM-accredited Marketing and Business degree and develop your professional marketing knowledge and skills. Focused on preparing you for work, this degree gives you a thorough grounding in marketing and business. You'll learn how to understand different markets, manage customer relationships and communicate your brand strategy effectively. Successfully completing the course takes
you partway towards a professional Chartered Institute of Marketing (CIM) qualification.
Work placements & study abroad optionsThere's an option to go on a work placement and gain valuable industry experience, and you can choose to study overseas. Using our outstanding industry links, you will learn how businesses really operate through expert guest speakers, projects tackling real life business problems, work placements, campaign pitches and offsite visits. We aim to make you
a highly effective marketing manager and prepare you for an impressive career.You'll graduate with a passion for innovation, teamwork, creative thinking and the ability to solve business challenges.
Scotland’s Top Modern University for Student SatisfactionAbertay is widely regarded as THE place to come for student satisfaction and high quality teaching. But don't just take our word for it: *
Top Scottish Modern University- Guardian University Guide 2026. *
Scotland's Top Modern University for Student Satisfaction- The Complete University Guide 2027 and Times Good University Guide 2026. *
UK Top 10 for Student Experience- The Times Good University Guide 2025 and The Daily Mail University Guide 2024.
This module builds on your existing knowledge of human resource management and deepens your understanding of HRM theory and practice. You will explore how HRM principles are applied in contemporary organisations, examining both strategic and operational perspectives, and develop the skills to critically evaluate HRM approaches in real'world contexts. Indicative content - Introduction to HRM : Theoretical perspectives to HRM; practical approaches to HRM. - Context and HRM: National, international, occupational, organisational and individual contexts of HRM in theory and in practice. - Strategic HRM: I ntroduction to strategic human resource management; ‘best fit’ and ‘best practice’ approaches. - HRM, work and wellbeing: Fair work; dignity at work; mental health and stress at work; the benefits and challenges of flexibility. - HRM, equality and diversity: Inequalities in the labour market and in the workplace; managing diverse workforce. - Managing conflict in the workplace : Conflict in the employment relationship; misbehaviour, discipline and grievance procedures; bullying and harassment; disputes. - Contemporary HRM trends and future challenges: Continuity and change in work and employment; gig economy; (ir)responsible HRM.
This module introduces the core principles of business analytics, focusing on descriptive and predictive approaches. Designed for students with or without prior higher'level study in statistics, it builds on introductory concepts to develop practical skills in analysing and interpreting data. You will learn how to summarise and visualise information, identify patterns and trends, and apply predictive techniques to support effective decision'making in business contexts. Indicative content - Control and Quality of Decisions: Explore whether decision'making is rational or emotional, what makes for a good decision, and whether it is an art or a science. Study the role of data and information, the characteristics of good information, and the applications of big data and analytics, including their use in the finance function to create organisational value. - Basic Business Data Analysis Using Excel: Apply digital technologies in the finance function to demonstrate trends and patterns, prepare trend equations using graphical methods or regression analysis, and evaluate the limitations of forecasting models. - Business Decision'Making in Practice: Examine the opportunities and challenges of emerging technologies in business, review the key features of data protection and privacy regulations when handling data, and engage with business simulations to apply decision'making in realistic contexts.
The module aims to develop your awareness of the business challenges associated with sustainable business creation and development, and to provide you with the knowledge and skills required to make a convincing case for investment in a sustainable business idea. Indicative content - People: Beautifying Business − Opportunity or gimmick: Managing the triple bottom line; Business boundaries, doing more with less; strategies for sustainable business development; Business and the planet; Sustainable entrepreneurship and new business models, Corporate social responsibility - Profit: Ethical investing and responsible investment: Responsible investment and the cost to society and the individual. - Planet: Environment, enterprise and innovation: Wealth from Waste… Students will be encouraged to consider opportunities for innovation which identify revenue streams arising from re−use of waste materials - Energy Enterprise: Ideas and innovation which maximise current energy sources or innovate in the realm of renewable energy production/storage/delivery; Planet Premium and Ecosystem Services… acknowledging and valuing benefits and services delivered by the natural environment. Payment for ecosystem services, willingness to pay.
Please note: If you are a Direct Entrant (new student) to this year of study and have not previously taken module ABE101, then you MUST take ABE201 as your Term 2 microcredential module. If you have previously taken ABE101, then you are NOT permitted to take ABE201 in Term 2. Starting university brings new opportunities and challenges, and every student’s journey is different. This microcredential helps you settle into life at Abertay and build the habits that lead to success. You’ll hear from current students sharing their own tips, and reflect on the areas you most want to develop. You’ll get to know Abertay’s systems, explore what makes a successful student and practise core skills such as time management, referencing, academic writing style and using support services. By the end, you’ll have the tools and strategies you need to thrive at university. Indicative content - Navigating Abertay Systems: Get to know the key systems you’ll use at Abertay—such as MyLearningSpace, MS Teams, OASIS and MyAbertay—and learn how to use them effectively. - Expectations of University and You: Explore what’s expected of you as a student and what you can expect from the university. Topics include the code of conduct, independent and blended learning, how courses are structured, health and safety, and the Abertay attributes. - Abertay Discovery Tool: Complete the Discovery Tool to identify your strengths and areas for development across five themes: studying at university, academic skills, digital skills, careers and employability, and wellbeing. - Fundamentals of University: Learn how modules work, how assessments are set, and how to use assignment briefs and feedback to improve your work. - Understanding, Searching and Evaluating Information: Develop strategies for finding and assessing reliable information, building your confidence in research and study skills. - Successful Student Behaviours: Practise the habits that help you succeed: managing time, avoiding procrastination, effective note-taking, preparing for classes, developing a growth mindset, and making use of student support services. - Referencing: Understand academic integrity and why referencing matters. Learn how to avoid plagiarism, create in-text citations and reference lists, and use digital tools to manage your sources. - Sounding Academic: Discover what lecturers mean by “academic style” and how to use the right language in your writing. Learn the rules of academic writing, how to paraphrase effectively, and how expectations differ between school/college and university. You’ll also explore how assessments, marking and feedback work.
This module explores the role of digital technology and marketing communications tools in modern organisations. You will gain an understanding of how digital platforms support the marketing function, while also developing the skills to analyse and evaluate the effectiveness of digital marketing strategies in practice Indicative content: - Introduction to Digital Marketing: Discuss the impact of digital transformation on the marketing function and learn how to create digital strategies that integrate with wider organisational goals. - Understanding the Digital Marketing Environment: Examine the internal and external factors shaping the digital environment, including competitors, digital consumers and the wider landscape. - The Planning Process: Explore models and methods for planning digital strategies using audit data, social listening and company objectives. - Media and Tools Planning: Select appropriate tools and media to support the implementation of digital marketing strategies. - Social Media Marketing and Mobile Marketing: Analyse the nature and platforms of social media and the role of mobile marketing tools within broader digital strategies. - Paid Search, Online Advertising and Content Marketing: Study display and video advertising, relationship marketing approaches such as email and content marketing, and techniques for enhancing website performance through optimisation, paid search and SEO/SEM. - Digital Campaign Tracking: Learn how to track campaign data using tools such as Google Analytics to monitor relevant metrics and KPIs. - Data'Driven Decision'Making: Apply a strategic approach to collecting and interpreting digital metrics to inform effective marketing decisions
This module examines the financial imperatives involved in managing events and festivals, equipping you with the knowledge to plan and evaluate their economic viability. Alongside financial considerations, you will explore the wider social, cultural and economic impacts of festivals and events on host communities, developing a critical understanding of their role in both local and global contexts. Indicative content - Introduction: The Theoretical Background: Explore the basic concepts, ideas and principles of festivals, events and communities, including the Forces'Stressors'State'Impact'Response (FPSIR) model. - Types of Events: Examine the spectrum of events from local community gatherings to mega events and online formats. - Impact of Events: Analyse the nature of event impacts and assessment methods, covering economic, social, environmental, tourism, political and psychological dimensions. - Future of Events: Consider industry perceptions of the future of events, exploring emerging trends, issues and innovations such as live streaming. - Stakeholders: Apply stakeholder theory and Corporate Social Responsibility theory to understand the roles and responsibilities of event stakeholders. - Sources of Funding: Identify potential funding sources, policies and application processes, and learn how to demonstrate value to sponsors. - Budgeting and Breakeven: Understand different types of costs, prepare simple budgets, analyse complex budgets and conduct break'even analysis. - Controlling Finances: Apply financial control mechanisms before, during and after events to ensure accountability and sustainability.
This module explores the concept and practice of digital transformation, understood as the fundamental rewiring of how organisations operate to create value through technology at scale. You will examine how digitalisation drives value creation both through the development of new digital products and the transformation of existing business processes. Emphasis is placed on the change process involved in becoming digital, alongside the organisational, strategic and cultural outcomes that digitalisation must deliver. By the end of the module, you will have a critical understanding of how digital transformation reshapes business models, operations and value creation in contemporary organisations. Indicative content - Meaning and Scope of Digital Transformation: Introduction and overview of current trends and issues, and the goals of digital transformation. - Digital Platforms and Technologies: Explore how digital platforms create value, and examine the role of AI, Big Data and Business Intelligence in shaping organisational impact. - Approaches to Digital Transformation at an Organisation: Learn how to get started by setting goals, identifying competencies and resources, and creating an implementation framework for transformative value. - Digital Innovation: Analyse successful and unsuccessful examples of digital innovation, their impact on organisational transformation, and approaches taken by both large and small organisations, including strategies for imitation and protection. - Deriving Value from Social Media: Investigate how digital platforms can optimise customer relationship management and strengthen engagement. - Digital Transformation and AI: Understand the value AI can deliver for organisations, with examples of its utilisation in digital transformation. - Dealing with Disruptive Innovations: Examine disruptive innovation, barriers to imitation, and strategies for successful adaptation. - Benefits and Risks of Digital Transformation: Identify and maximise the benefits of digital transformation for organisations and stakeholders, while recognising and mitigating associated risks.
In this module, you will gain critical insights into consumer behaviour and explore why understanding consumers is essential for contemporary organisations. You will learn how to apply market research methods and analytical tools to build this understanding, while engaging with key consumer behaviour theories and concepts. You will also develop knowledge of market research design and data analysis, enabling you to support effective decision'making in organisational contexts. Indicative Content - Fundamentals of Consumer Behaviour: Explore decision'making models and the factors that influence consumer choices, including needs, motivation and values. Examine perception, memory and learning, attitude theory, and theories of personality, self and identity. Analyse the role of social and group influences on consumer behaviour, as well as the impact of digital environments on consumer decision'making. - Principles of Marketing Research: Learn how to design marketing research projects and identify researchable questions. Understand the importance of data and data'driven decision'making in marketing. Develop knowledge of primary research methods, including quantitative and qualitative data collection techniques, alongside secondary research approaches and issues of data quality. - Data Analysis: Gain skills in qualitative data collection and analysis, such as discourse analysis, and apply quantitative data collection and analysis methods, including the use of secondary data, to support marketing insights.
In this module, you will explore established graduate employability frameworks and investigate how to apply them to your own career development. You will learn how to align your skills, knowledge and experience with the expectations of prospective employers, enabling you to identify areas for growth and strengthen your employability profile Indicative content - Understanding Theoretical Frameworks of Graduate Employability: Explore the nature and purpose of modern concepts and frameworks of graduate employability, and how they shape opportunities in the workplace. - Understanding Employers’ Needs: Analyse current trends in your chosen field of employment, examine employers’ requirements for staff, and consider how these expectations evolve over time. - Assessment of Personal Employability: Investigate the range of skills and attributes employers seek in your field, and assess your own employability to identify strengths and areas for development.
In this module, you will gain a theoretical and evidence'based foundation for decision'making in marketing communications and creative design. You will review key theories and empirical evidence in the field, enabling you to create, design, analyse, evaluate, and plan effective marketing communications. Alongside this, you will develop practical skills in areas such as creative design, filming, video editing, and communication planning, equipping you to deliver impactful and professional marketing outputs. Indicative Content - Marketing Communications Theories: Explore the theoretical models that underpin marketing communications and provide a foundation for practice. - Planning Effective Marketing Communication Campaigns: Learn how to conduct context analysis, set objectives, and design strategies. Develop creative strategies, select appropriate channels, manage budgets and scheduling, and evaluate campaign effectiveness. - Developing the Creative Message: Understand how to craft compelling messages that resonate with target audiences. - Creative Design Principles and Materials: Apply design principles to develop professional marketing communication materials across different media. - The Marketing Communications Mix: Examine the tools of advertising, public relations, sales promotion, personal selling and direct marketing, and how they can be combined effectively. - Digital Marketing Communications and Channels: Analyse the role of digital platforms and tools in reaching and engaging audiences. - Integrated Marketing Communications: Learn how to coordinate multiple communication channels to deliver a consistent and impactful brand message. - Responsible Marketing Communications: Consider the societal effects and ethical implications of marketing communications, including legal responsibilities. - Psychological Perspectives on Marketing Communications: Explore how psychological theories and insights influence consumer responses to marketing messages.
This module provides a critical examination of the essentials of strategic marketing planning and execution in the contemporary organisation. It explores the influence of various elements in the global and increasingly digital landscape on the decision-making process at an organisational level. Indicative Content - The Essentials of Strategic Marketing Planning: Examine the nature of strategy and strategic decisions. Discuss the contribution of strategic marketing to business performance. Explore the phases of the strategic marketing planning process. - Contemporary issues influencing strategic marketing decisions: Examining the influence of the sustainable agenda on strategic choices. Creating a blueprint for competing in an evolving world. Discussing the increasing influence of digital technology (for example, AI and Machine Learning) on the function of marketing and the future of marketing professionals. Considering the ethical considerations e.g. privacy and data security in the creation and execution of marketing strategies. - Designing effective strategic marketing activities: Exploring the process of creating and selecting strategic marketing options. Examining the utility of design thinking in creating effective strategy activities. Criteria for prioritising goals and objectives in strategic activities. Integrating digital technology and tools in the strategic marketing process.
Explore the power and purpose of brands in business, consumer culture and society. You’ll examine key theories and current developments in brand management, gaining an evidence-based understanding of how brands are built, sustained and experienced in today’s marketplace. Indicative Content - Introduction to brands and brand management - Foundations of strategic brand management: brand identity, brand image and brand positioning - Brand equity - Brand metrics and measuring brand performance - Managing brands over time: brand portfolios and brand extensions - Brand innovation - Brands, society and sustainability - Contemporary developments and issues in branding - Online brand communities and digital branding
Explore a marketing topic that genuinely interests you. Working independently under the guidance of a supervisor, you’ll design a research project that identifies a current issue in marketing, reviews relevant literature to define a knowledge gap, and develops a proposal outlining how you’ll address it through appropriate research methods. Indicative Content - The research process and planning a research project - Choosing a research topic - Writing a literature review and identifying a research gap - Developing research questions/hypotheses - Research strategies and philosophical assumptions - Quantitative research methods and designs - Qualitative research methods and designs - Writing the research proposal - Research ethics
In this module, you’ll explore the challenges modern businesses face in balancing profit with purpose. You’ll examine how companies are expected to deliver financial performance while also acting responsibly toward stakeholders and the environment. The module will help you understand how sustainability and ethics are reshaping business strategy and decision making. Indicative Content - Conceptualising corporate responsibility: The development of 'corporate social responsibility'; people, equality and justice; diversity and inclusion in the workplace; theorising 'ethical' corporate conduct - Dimensions of corporate responsibility: Corporate criminality; ethical consumerism; ESG investment; environmental sustainability - Key debates in corporate responsibility: Corporate social responsibility: reality or rhetoric? The possibilities and limits of environmental sustainability
This module builds on the work started in BMT440, guiding you through the completion of your independent research project. You’ll seek ethical approval, collect and analyse primary data, and interpret your findings to draw meaningful conclusions and recommendations. Your final dissertation will combine your earlier literature review and research design with your results and analysis to produce a complete, academically robust marketing study. Indicative Content - Completing the ethical approval application - Data collection in practice - Quantitative data analysis: statistical analysis tools and techniques - Qualitative data analysis: qualitative analytic tools and techniques - Presenting data effectively - Writing a dissertation
Pass Grades/points required
Not currently available, please Contact University for up to date information.
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