Fashion, Brand and Communication BA (Hons)

Study level: Undergraduate
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This course is for students who are interested in the diverse and ever-expanding field of fashion media and is designed to nurture students to become innovative, informed, responsible writers, communicators and promoters, central to the industry's future.

Year of entry

Location

Coventry University (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

Course code

W23M

Start date

September 2024


Course overview

The course supports you to explore how fashion is communicated, promoted and represented creatively via different media, through a curriculum which will include photography, fashion illustration, graphics and branding, trends, styling, public relations, fashion film, fashion show production, set and installation design and the creative use of new digital platforms.

  • This course shares a common first year with both BA (Hons) Fashion and BA (Hons) International Fashion Business, which enables you to work alongside students studying similar courses to you. This offers you, as a communicator, first-hand insight into fashion design in the making.
  • All aspects of the course relate to current professional and critical practice in the fashion industries.
  • The interdisciplinary nature of the curriculum is designed to provide a microcosm of the professional fashion world.
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Joint Top Modern University for Career Prospects

Guardian University Guide 2021 and 2022

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5 QS Stars for Teaching and Facilities

QS Stars University Ratings

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Top 5 UK Student City (Coventry)

QS Best Student Cities Index 2023

Why you should study this course

  • This course benefits from being taught alongside our BA (Hons) Fashion and BA (Hons) International Fashion Business courses, with all three courses sharing a common first year. As a suite, these three courses offer insight and introduction to the evolving Fashion industry in its broadest sense. Students working within any of the three courses will have the opportunity to work alongside other students, providing a more well-rounded experience.  
  • The BA (Hons) Fashion, Brand and Communication course is a hands-on creative course. With theory embedded throughout module activities, the work you will undertake will be creative in its content and approach. You will work towards a creative portfolio demonstrating your skills as an innovative and directional practitioner who is able to do more than write about a topic- you can apply your knowledge to creative solutions.
  • You will be able to access the industry standard facilities in the newly refurbished Art and Design buildings, expected to open in 2023, enabling you to work in a range of scales, materials and processes. You will be encouraged to develop and apply both 2D and 3D techniques and will apply both analogue (traditional) and digital (new technology) approaches to ensure you develop your individual creative identity and way of working relevant to current and emerging creative sector standards.
  • You will be introduced to future proof interpretations of communication and will have the opportunity to develop work beyond a digital portfolio. You will be encouraged to seek opportunities for communication in a range of products, campaigns, and media- offering you potential to create a truly individual body of work ready to pursue your graduate goals.
  • This course, along with others in the suite of Fashion courses is highly internationally focused. You can benefit from a wealth of international experience established by the course founders; who are passionate about ensuring global collaboration and industry readiness and who seek opportunities to develop solid international awareness and experience where possible. Themes included within course modules embrace this global approach and you are encouraged to consider diverse perspectives and references from the start of the course2

At Coventry University, we offer three undergraduate Fashion courses: Fashion BA, Fashion, Brand and Communication BA and International Fashion Business BA. Learn more about Graduate Fashion week which attracts Industry and International audiences from across the world. Find out more here


What you'll study

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, so upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).   

Common first year courses 

  • Fashion BA (Hons)
  • International Fashion Business (BA Hons)

In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field. 

Modules

  • This module introduces you to the processes and approaches to learning that you’ll apply throughout your studies. As part of this introduction, you will be guided through the University support network and introduced to systems and teams which will accompany your learning journey.  

    This experience will be contextualised by an introduction to the fashion industry and a range of specialisms, stakeholders, communities of practice and opportunities in the evolving sector. You will also be introduced to a range of key concepts and theories relating to the changing sector with particular reference to inclusivity, sustainability, ethical and technological practices.  

    Compulsory

  • This module will provide you with the opportunity to gain professional experience and reflect on your personal, professional and learning development. You will consider subject-specific skills, as well as professional skills and independent progress during the module. You will be challenged with different tasks and activities to develop your practice and will consider links between your experience and what you are learning about the fashion industry.

    This module encourages you to become professional, independent practitioners, and provides opportunity to work as part of a team, to network and collaborate.  You may have the opportunity to undertake an internship with a second or final-year student, an industry collaborator or work as part of a student group recording, analysing and reflecting on their experiences2

    Compulsory

  • This module will offer you an opportunity to develop experimental fashion artefacts in their broadest definition. You will explore a range of technologies and will investigate innovative practices within the fashion industry. Through hands on technical experimentation and application, you will work to develop bold and original pieces which reflect your industry at its most exploratory, as well as the future demands of the consumer / user. You will be supported in the production of a body of work suitable for portfolio presentation, articulating your ideas appropriately to the fashion industry standards. 

    Compulsory

  • The aim of this module is to enable you to develop innovative and sustainable fashion products for tomorrow’s global consumer. This involves developing your critical understanding of the constantly changing political, economic and social environments and how these impact on consumer behaviours and practitioner responsibilities. You should learn how to identify consumer trends in a shifting landscape to satisfy the demands of the consumer of the future. 

    Compulsory

  • This module requires you to develop innovative responses to a series of ethical and sustainable themes, these could be ‘live’ projects or competitions. You should consider the wider context for your approach to problem solving, how your decisions will impact stakeholders, from producers through to the market. The challenge is to develop Fashion outcomes that are desirable whilst ethical and sustainable. 

    Compulsory

  • The aim of this module is to enable you to develop an understanding of fashion process from the perspective of your specialist subject area. You will investigate successful sustainable brands within the marketplace and produce visual research demonstrating an understanding of brand values, ethics, target markets and customer profiles. You will be introduced to trends in innovation and cultural diversity and their relationship to global product development, you will be expected to develop fashion outcomes for a given season. By the end of the module, you should evidence an understanding of the role of branding in the production of fashion outcomes and the impact of trends on the fashion industry. 

    Compulsory

In year two you will continue to develop the skills and knowledge you’ve learnt. 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

You will develop more advanced knowledge and skills to do with: fashion communication, promotional practice, and critical fashion, amongst others. 

Modules

  • This module introduces you to the potential for impact the fashion industry offers. You will explore a range of sociocultural issues and will consider existing responses to these themes which utilise fashion practice and platforms to communicate perspectives and calls for action. Building on industry knowledge developed at level 4, you will apply your understanding of the relationship between fashion and both global, and local movements. The module will allow you to explore brand messaging and alignment and you will demonstrate your understanding of the connection between issues, brand and response through experimental and conceptual outputs.   

    Compulsory

  • Designers, brands, practitioners, professionals- all communicate through products, services and campaigns. This module will offer you a range of communication experiences, exploring 2D and 3D techniques and working in both analogue and digital media. You will experiment with a range of communication methods, both developing existing skills and investigating new ones. Throughout the module, you will discover how different visual, written, and presentation styles impact on how a piece is read and interpreted and will explore your own creative styles to begin to develop individual, distinct personalities in conceptual and experimental, practical outputs. 

    Compulsory

  • The module focuses on planning ahead and considering careers and personal ambitions. You should identify and explore your preferred area of the industry and formulate aims for your own future. You are expected to evidence awareness of steps required to achieve these aims; this should include reference to opportunities offered within the course (including placement and / or study abroad options2) as well as extra-curricular prospects to improve your professional outlook. 

    Compulsory

  • This module aims to develop a broad perspective of the International Fashion Industry and an insight into the challenges involved in working across different countries and cultures. You will be expected to respond and adapt effectively to the constantly changing challenges and opportunities presented to the fashion industry as a global movement. You should gain an understanding of perspectives of fashion issues across countries and cultures, the environmental factors affecting an international fashion marketplace and will experience fashion communication at a global level. 

    Compulsory

  • This module will introduce you to a range of new and innovative approaches to promotion seen in the creative industries. You will be encouraged to consider marketing and promotion beyond traditional and expected methods and to explore subversive, collaborative, disruptive and digital ways that innovators are shaping the way products and brands reach their target audience. Through investigation and experimentation, you will consider what’s next on the fashion radar to ensure products, services and practitioners remain relevant. You will develop conceptual outputs demonstrating the direction that future promotion may take and will develop skills in rationalising that your vision is relevant and appropriate for the evolving fashion sector.     

    Compulsory

  • This module offers you the opportunity to negotiate your own body of work and to apply an area of selected practice, appropriate to your post-second year goals. You will be encouraged to apply experimental, innovative and multi-disciplinary approaches to your work and to be ambitious in your intended outputs which respond to relevant, and current provocations- reflective of the current zeitgeist (socially, and environmentally) as well as current and future approaches to brand and communication. 

    Compulsory

There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement2 can often be beneficial. Work placements usually occur between your second and final year of study. They’re a great way to help you explore your potential career path and gain valuable work experience, whilst developing transferable skills for the future. 

If you choose to do a work placement year, you will pay a reduced tuition fee3 of £1250. For more information, please go to the fees and funding section. During this time you will receive guidance from your employer or partner institution, along with your assigned academic mentor who will ensure you have the support you need to complete your placement. 

Modules

  • This module provides you with an opportunity to reflect upon and gain experience for an approved placement2 undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes. 

    Optional

  • This module provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement2 undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes. 

    Optional

Year three aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from year one and two. You could also work on a large final project in an area of your interest, with the support of a mentor. 

Modules

  • This module offers the opportunity to appraise your individual strengths and abilities in preparation for independent study and graduation. You will be encouraged to build on previous experience and focus on an area of future creative development appropriate to your career intentions. This may involve electing to follow a range of possible fashion activities that will inform your future practice and that are appropriate to your professional ambitions. Across the module you will be expected to plan efficiently, assemble thorough research, appraise market forces and analyse anticipated change within the creative industries. 

    Compulsory

  • This module offers you the opportunity to develop your individual strengths and abilities in preparation for independent study and graduation. You will focus on an area of future creative development appropriate to your career intentions. You may elect to follow a range of possible fashion activities that will inform your future practice, and which are appropriate to your professional ambitions. Across the module you will be expected to plan efficiently and develop concepts through ideation and experimentation to create drafts / prototypes.   

    Compulsory

  • In this module, you will build on the skills and reflection developed in earlier years. You will continue to collect work and reflect on the interpretation and context of your current career development. You will be expected to consider and identify your career aims and ambitions and to consider your own body of work within the context of your chosen field. You will present yourself and your work to your practice community and peers. This presentation must be relevant, appropriate and considered. Individual, group and class work may be presented and must be organised and coordinated. 

    Compulsory

  • This triple module will give you the opportunity, through negotiation with staff, and- where appropriate and possible- mentors from the creative industries, to develop a project proposal and apply your skills from previous modules, all of which form the basis of your professional potential.  You may select to exhibit your work as a full-sized installation, a package of material, event organisation, development of fashion products, journal and newspaper contributions, visual merchandising, agency, public relations or other negotiated forms of presentation. You may also consider developing a body of work in a professional environment.  You will be encouraged to work with independence, initiative and confidence in preparation for graduation and employment. You will be expected to apply organisational skills and independent critical thinking.   

    Compulsory

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

The School of Art and Design teaching and learning mirrors the needs of the Creative Industries with the aim of ensuring that our graduates are equipped with the skills and attributes to become Industry specialists, leaders and innovators to drive social responsibility and design global change.

Our studio and workshop culture ensures you are socially responsible in our creative community and develop critical thinking in research and ‘make’ processes. This course aims to give you skills to become collaborative communicators and make you culturally competent in the ever-changing world of Art or Design.

As the creative arena is an ever-evolving space, being curious and adaptable learners is key to our school’s graduates. You will learn how to recognise your strengths and learning needs, how to self-reflect and grow. You will identify your personal development and drive your projects for ambitious career aspirations 


Teaching contact hours

We understand that everyone learns differently, so each of our courses will consist of structured teaching sessions, which can include: 

  • On campus lectures, seminars and workshops 
  • Group work 
  • Self-directed learning 
  • Work placement opportunities2.

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 10-12 contact hours per week in the third and final year as you become a more independent learner. 

Additionally, you will be expected to undertake significant self-directed study of approximately 15 hours each week, depending on the demands of individual modules. 

Part of university life is undertaking self-directed learning. During a typical week you will have time that allows you to work independently to apply the skills and knowledge you have learnt in taught or facilitated sessions to your projects or assignment briefs.  This self-directed learning allows you to use your research skills, consolidate your knowledge or undertake collaborative group work.

As an innovative and enterprising institution, the university may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the university may deliver certain contact hours and assessments via online technologies and methods.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2023/2024 academic year to be delivered in a variety of forms.  The form of delivery will be determined in accordance with Government and Public Health guidance.  Whether on campus or online, our key priority is staff and student safety. 


Assessment

You will be assessed using a variety of methods which could vary depending upon the module. In the School of Art & Design we design our assessment methods to replicate the creative industry ways of working. This ensures that you have the chance to learn skills for future career opportunities.

Assessment methods may include reports, practical coursework and presentations as part of individual assignments or group work elements. 


International experience opportunities

Throughout the course a range of optional study visits will be offered both in the UK and Internationally where it is safe and feasible to do so. Past visits undertaken by courses within the Fashion suite have included Paris- to attend Premiere Vision (the World’s Premiere Textile Trade Fair), Berlin to attend Fashion Week and London to attend leading fashion exhibitions. Visits have also been arranged for students to undertake location fashion shoots and have included London, Bristol, The Yorkshire Sculpture Park and Weston-super-Mare2.  

This course aims to prepare students to work in a global arena. There is a breadth of employment opportunities for graduates of Fashion and Fashion Communication based courses. 

This course offers an amazing and unprecedented approach to what Fashion Communication has the potential to be. It really encourages students to work creatively to solve real world problems, and communicate real perspectives in exciting and innovative ways which reflect their own creative identities, the needs of the fashion industry, and the changing market place- I only wish I was a student again myself!

Rebecca Ryder-Caddy, Assistant Professor: Academic & Senior Lecturer in Fashion, Brand and Communication, March 2022
students walking together in the city

Entry requirements

Typical offer for 2024/25 entry.

Requirement What we're looking for
UCAS points 112
A level BBC
GCSE 5 GCSEs at grade 4 / C or above to include English
BTEC DMM
IB Diploma 29 points
Access to HE The Access to HE Diploma. Plus GCSE English at grade 4 / C or above

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

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Portfolio

You may be required to attend a portfolio showcase, activity session or audition or submit a portfolio via email (as is appropriate to your course), either virtually or face to face, as is practical to arrange. Invites for these sessions will be sent directly to your contact email.

Each application will be considered on its merits.

Are you eligible for the Fair Access Scheme?

We believe every student should have the opportunity to dream big, reach their potential and succeed, regardless of their background. Find out more about our Fair Access Scheme.

Select your region to find detailed information about entry requirements:


You can view our full list of country specific entry requirements on our Entry requirements page.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

Portfolio

You may be required to attend a portfolio showcase, activity session or audition or submit a portfolio via email (as is appropriate to your course), either virtually or face to face, as is practical to arrange. Invites for these sessions will be sent directly to your contact email.

Each application will be considered on its merits.

English language requirements

  • IELTS: 6.0 overall, with no component lower than 5.5

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

For more information on our approved English language tests visit our English language requirements page.

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Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man 2024/25 fees TBC 2023/24 fees - £9,250 per year Not available
EU 2024/25 fees TBC 2023/24 fees - £9,250 per year with EU support bursary**
2024/25 fees TBC 2023/24 fees - £19,850 per year without EU support bursary**
Not available
International 2024/25 fees TBC 2023/24 fees - £19,850 per year Not available

If you choose to do a work placement2, you should consider travel and living costs to cover this. There is also a tuition fee3 of £1,250 that will cover your academic support throughout your placement year.

For advice and guidance on tuition fees and student loans visit our Undergraduate Finance page and see The University’s Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them. Find out what's included in your tuition costs.

The following are additional costs not included in the tuition fees:

  • Any optional overseas field trips or visits: £400+ per trip.
  • Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

Other additional costs

  • Any optional specialist supplies, such as materials, or equipment not supplied by the course.

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU support bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.

  • We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the government's Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

    If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.


Facilities

The Faculty of Arts and Humanities is joining two of our school’s completely refurbished Art and Design buildings and adding a range of new facilities4.

These will include a hyper studio designed for cross-disciplinary projects; immersive studios with cutting-edge virtual reality and mixed-reality technologies. Our aim is to offer you sector-leading facilities in a unique environment. 

Our current digital and industrial workshops are of industry-standard quality and house 3D rapid prototyping, laser cutters and milling machines. These facilities4 are available to all students on our courses at no extra cost.

Student in fashion studio, working with fabric.

Fashion studios

You will have access all kinds of industry-grade equipment for a range of textiles: from laser cutting, digital embroidery, sonic wielding and screen printing, to manufacturing tools for accessories, embroidery and garments.

Student with model of car.

Digital Design Workshop

Realise digital designs by using our range of milling machines, rapid prototyping and laser cutting machines.

Faculty arts humanities new building illustration

Delia Derbyshire Building

The Delia Derbyshire complex offers more space to learn, design and make, including a hyper-studio for students across all disciplines to collaborate on projects together, a gallery space and an events atrium.


Careers and opportunities

Students on the course are expected to have ambitions within the creative sector and will be supported towards reaching their goals.

At level 4, you may undertake in-house placements, expanding your network of contacts. The Fashion Futures module directly supports your development here.

At level 5, you will work on a range of branded projects building industry relevant portfolios. Your Fashion Futures: Industry Ready module directly prepares you to apply for industry placements of interest, and to prepare for post-second year plans. The optional sandwich year2 is a real, focused opportunity to gain industry experience – this also helps refine your graduate goals and ensure you have a clear direction for your return to studies.

At level 6, you will develop an industry standard portfolio of work; applying skills gained throughout the course. Through the Fashion Futures: Graduate Ready module you’ll realise an industry facing promotional package demonstrating your employability.

Previous alumni from the suite of courses have undertaken placements at companies including Tatty Devine, Adidas, Karl Lagerfeld, Seraphine, Comptoir Des Cotonniers, Mary Katrantzou, Sainsbury’s TU, The Future Laboratory, Calvin Klein, Natori New York, POP Magazine, Arena Homme and magazine, Vogue, Iris Van Herpen, WGSN, Bottle Blonde, New Look, Burberry, Boden, George, Peter Jensen, Injury Hong Kong, The Fashion and Textile Museum and J Model Management, among others.

The suite of Fashion courses at Coventry University are geographically located in the golden fashion triangle of the UK. Home to the design hubs of the giant fashion retailers including, George, Next, Sainsbury’s TU, Morrisons Nutmeg, Murray and a plethora of independent fashion brands including Bottle Blonde, Alien Cow, Rosie Billington, Lumpy Coffee, (all Coventry University Fashion graduate start-ups) this course is well placed to offer students and graduates accessible and regional industry experiences, as well as international opportunities2.


How to apply

  • Coventry University together with Coventry University London, Coventry University Wrocław, CU Coventry, CU London, CU Scarborough, and Coventry University Online come together to form part of the Coventry University Group (the University) with all degrees awarded by Coventry University. 

    1Accreditations

    The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.

    2UK and international opportunities

    Please note that we are unable to guarantee any UK or international opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be unpaid and/or subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any visa requirements, please contact the International Office.

    3Tuition fees

    The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.

    For international students, we may increase fees each year, but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.

    4Facilities

    Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

    Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the current 2023/2024 contract is available on the website for information purposes however the 2024/25 Contract is currently being updated so please revisit this page before submitting your application. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.

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