Business and Marketing BA (Hons)

Study level: Undergraduate
two females and three males sat around a table having a business meeting

This course focuses on developing your expertise in business management and the more specific function of marketing, which focuses on the key theories and practices across global multi-national organisations, national public and private sectors, small-medium enterprises (SMEs), non-profits, non-governmental organisations (NGOs) and charities.

Year of entry



Coventry University (Coventry)

Study mode



3 years full-time
4 years sandwich

Course code


Start date

September 2023
January 2024

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.
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Global Ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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Career ready graduates, with the skills to succeed

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 organisations2 and possibly participate in Collaborative Online International Learning (COIL) projects2. Your business skills are further developed s through simulation games, role-play activities, and scenario-based learning by putting theory into practice4.
  • 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.
  • DigiComm Lab4  - our DigiComm Lab supports and develops your digital literacy skills through using industry-standard marketing platforms and software.
  • Prepare for your future - prepare for a future career in business and marketing with a work placement2. 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 trips2.

Accreditation and Professional Recognition

CIM logo

Chartered Institute of Marketing (CIM) Graduate Gateway Programme

This course is part of the CIM Graduate Gateway programme, with the modules of the course aimed to map to certain CIM professional qualifications. This means that students who successfully complete the Marketing BA (Hons) course at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Direct application and additional fees apply to study modules with the CIM.

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, 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

  • Advertising and Digital Marketing BA (Hons)
  • Business Administration BA (Hons)
  • Business and Human Resource Management BA (Hons)
  • Business Management BA (Hons)
  • Enterprise and Entrepreneurship BA (Hons)
  • Event Management BA (Hons)
  • International Business Management BSc (Hons)
  • Marketing BA (Hons)
  • Sport Management 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.


  • Learn about the fundamentals of management, cover core theoretical ideas and look at examples in practice.


  • Study how organisations operate, looking at areas such as leadership, human resource management and culture.


  • Study the key aspects of marketing, looking at how social media and digital marketing are now shaping the future of the subject area.


  • Organisations are increasingly driven by data, in this module you will learn how to analyse and use data to make better decisions.


  • How do ideas develop and grow? This module will cover how to take concepts and ideas and bring them to life.


  • In this module, you will study the entrepreneurial mindset and investigate the skills and capabilities of entrepreneurs.


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 explores how businesses can create and improve customer value through new product and service development and innovation. It explores theories and concepts relating to innovation and the new product and service development process. Implications for the marketing mix are also considered through exploring consumer research and contemporary trends to propose recommendations for new product and service developments as well as innovations that better meet customer needs. The module also investigates supply chain innovations, and the impact they can have on value creation.


  • 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.


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 £1,250. 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.


  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved placement 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.


  • This module2 provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement 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.


Year three 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 and your Academic Personal Tutor.


  • 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.


  • Compulsory

  • 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 will provide students 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 hardware4.

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 projects2 designed to develop advertising campaigns and hone your analytical skills using simulation games, such as marketing management games4 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.

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.

If you would like more information, you can request information about teaching hours.

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.


This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods include:

  • Formal examinations
  • 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.

International experience opportunities

The fundamental nature of this course is international in its outlook, drawing on marketing and business best practice from around the world. We currently have long-running collaborations with KH Leuven in Belgium, School for Higher and Professional Education (SHAPE) in Hong Kong and PSB Academy in Singapore. We aim to run a number of Collaborative Online International Learning (COIL) projects on the course, which enables you the opportunity to work with students across the world on a live project tackling a specific marketing challenge in global virtual and multicultural teams2.

In the past, previous students have worked with peers in the USA, South America, India and many European countries undertaking business challenges as part of the international X-Culture competition.

Throughout the course, there will be opportunities to visit relevant companies giving you the chance to gain a real-life experience in marketing, both at home and abroad2.

This is a broad-based course, designed to develop knowledge in broader management functions, with more specialised skills in a range of marketing areas. It is an ideal course for those seeking to develop a broad range of skills and knowledge, to create more flexibility in future careers.

Jaswinder Sekhon, Business and Marketing BA (Hons) Course Director, quoted in 2021
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Entry requirements

Typical offer for 2023/24 entry.

Typical offer for 2023 entry.

Requirement What we're looking for
A level BBC
GCSE 5 GCSEs graded 9-4 / A* - C including English and Maths
Access to HE The Access to HE Diploma to include 30 Level 3 credits at Merit. Plus GCSE English and Mathematics at grade 4 / C or above.
IB Diploma 24 points 

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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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.

If you do not have the typical entry requirements, you may want to consider studying this course with an International Foundation Year. Upon successful completion our International Foundation Year - Business will provide you with the knowledge and skills you need to progress onto this undergraduate degree.

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.

English language requirements

  • IELTS: 6.0 overall, with at least 5.5 in each component area.

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

2023/24 tuition fees.

Student Full-time Part-time
UK £9,250 per year Not available
International £16,800 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)
  • 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.


We have a range of facilities4 available to support our business and marketing students in putting the theories you are taught, into practice. 

DigiComm Lab Seating Area

DigiComm Lab

Designed to build creative minds, the DigiComm Lab is currently equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.



Three students sat at a desk while lecturer points at screen.

Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give students the opportunity to improve their business skills.


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Talent Team

Our dedicated Talent Team can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also aim to organise networking events to introduce you to potential employers and industry contacts.

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 software4.
  • 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.

Further study

Upon successful completion of our Business and Marketing BA (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Master of Business Administration (Marketing). Studied on campus or 100 per cent online, our MBA with Marketing specialism course looks in detail at topics such as strategy, digital and offline marketing, planning and management.

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study. 

I successfully landed a brand marketing placement role at Johnson & Johnson, a global healthcare company. This was a fantastic company to immerse myself into the workplace and learn how to manage brands, plan campaigns and work effectively with agencies. Having this work experience also made me more attractive to graduate employers and I could prove I not only had the academic knowledge of marketing but the relevant work experience too.

Jessica Robinson, Business and Marketing BA (Hons) graduate now on the Future Leaders Programme at PepsiCo, quoted in 2022
Student sat in the digicomm lab

How to apply

  • Coventry University together with Coventry University London Campus, 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. 


    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 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 COVID and visa requirements. To ensure that you fully understand the 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 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.


    Due to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

    Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. The 2023/24 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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