Business and Marketing BA (Hons)


Course Code

International Code: FBLU048


Coventry University (Coventry)


Study mode



3 years full-time
4 years sandwich

Start date

September 2022
January 2023

Course overview

Study level: Undergraduate

From roles in digital marketing and social media to marketing strategy and planning, successfully completing our Business and Marketing BA (Hons) course can lead to exciting potential career options.

  • Gain 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, planning, and management
  • Explore topics such as leadership, alongside specialist marketing skills, such as understanding customer behaviour, developing creative solutions and promoting competitive advantage.
  • Industry-standard tools in our DigiComm Lab allow you to explore putting theory into practice.
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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

The study of marketing is grounded in understanding customer needs, the environment in which a company operates, the competitors and their offerings and then developing the most appropriate marketing mix to satisfy customer needs profitably. By integrating the two disciplines of business and marketing, we aim to provide a solid foundation of business knowledge with a clear marketing focus.

  • There will be opportunities to develop your expertise in key areas that underpin business and marketing, such as consumer behaviour, financial management for business, digital business and responsible business strategy. As the course develops, you will be able to tailor your studies by choosing from the optional modules that may suit your interests or career aspirations.
  • One of the major attractions of studying business and marketing is the broad range of practical and transferrable skills you can develop upon successfully completing the course – creative, analytical, interpersonal and communications. For example, the Marketing Management module aims to give hands-on experience of developing marketing plans and strategy, whilst the Digital Business module focuses on responsible decision making and the range of supporting tools and techniques.
  • Businesses are a fundamental part of modern society, supplying the products and services we need, and operating in a rapidly changing and increasingly complex global environment. Graduates who can understand modern business operations and spot and capitalise on market opportunities are therefore in high demand.
  • Our course allows you to study a broad range of business subjects together with more focused marketing-specific topics. You will explore consumer behaviour and analysis, and have the opportunity to learn how to use this insight and more to inform the planning and implementation of marketing programmes. We cover the full range of marketing skills – from digital marketing and social media to traditional print – and consider other business skills such as innovation and change.
  • Alongside exploring marketing theories and strategies, this course aims to combine theory and practice and benefits from focusing on practical marketing skills. There will be 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.
  • The business modules aim to 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.
  • As experienced practitioners, a number of our staff have spent time in industry before joining academia, in roles such as marketing executives, managers and directors of private and public sector organisations. They aim to bring knowledge of all the latest marketing tools and techniques – like Google Analytics and the online content creation tools currently proving popular in digital marketing.
  • We invite guest speakers from industry to talk about their experiences, which in previous years have included speakers from McCann Erickson, ITV Studios, Millward Brown, Marstons and the Mixed Reality Studio, among others (guest speaker events are subject to availability).


Chartered Institute of Marketing (CIM)

This course is part of the Chartered Institute of Marketing (CIM) Graduate Gateway scheme, with the course modules aimed to map to certain CIM professional qualifications. This means that students who successfully complete the Business and 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. Additional fees, and direct application, apply to study modules with the CIM. If the accreditation of this course changes, we will notify applicants and students as soon as possible.


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers, and supports its members in maintaining world-class standards of teaching and research.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.

Coventry Business School is recognised by the above memberships for the September 2021 intake. There is currently no intention for either of these memberships to lapse however if either of these memberships were not to be renewed we would notify applicants and students as soon as possible.

What you'll study

All of our Marketing courses share some common first-year modules designed to develop your understanding of business in general and the holistic nature of marketing. We focus on developing your knowledge of the underpinning core principles of business, marketing and advertising, introducing you to market research, marketing planning and communications, which should enable you to become more strategic and specialised in subsequent years. All year one modules are mandatory.


  • The aim of this module is to introduce you to the wide range of secondary information that is relevant to marketing decision making. The difference between primary and secondary research is explored and applied in various business scenarios. The module also introduces you to basic techniques to analyse secondary sources of information. You will have an opportunity to base your research presentation on a business case study or your work-embedded experience. 


  • This module aims to develop your knowledge and understanding of the fundamental theoretical concepts that underpin the marketing function. You should develop an understanding of key marketing theories related to the marketing mix, consumer behaviour, market research, marketing strategy, ethics and digital marketing, which will act as a foundation of your future study.


  • This module aims to introduce you to a range of learning and communication skills and enable you to develop into active learners. You will also be expected to start planning for your future careers. You should be able to apply these later in your study and optimise your possibilities for finding fulfilling employment.


  • This module will introduce you to Integrated Marketing Communications. The module is designed to explore the range of communication tools, such as advertising, direct marketing, personal selling, PR and publicity, available to practitioners for developing effective communication/promotional material. The module focuses on application and will therefore involve a significant amount of practical work applying different writing skills and innovative marketing communications skills to real-life cases and exercises.


  • The module aims to provide you with an introduction to the key principles of business organisation and management, which are required to achieve business objectives in competitive markets. The module gives you the opportunity to comprehend and discuss how market-led businesses organise themselves to achieve competitive success. You should also develop a good understanding of how organisations are structured and managed and get an introduction to some of the key themes of organisational behaviour. You will also study the role and importance of some of the typical functional areas of organisations (Finance, Human Resource Management and Supply Chain Management) from the customer-oriented perspective of market-led business.


  • Compulsory

  • You will also be able to take an Add+vantage module which can allow you to develop your CV by taking credits in an area of study that doesn’t have to be related to your degree. The assessment type will depend on the type of Add+vantage module you wish to take.


    Assessment: Coursework and exam

In your second year, you will have the opportunity to further develop your potential career pathway in business and marketing by being able to explore a variety of marketing subject areas, such as consumer behaviour and marketing insights. All year two modules are mandatory.


  • This module aims to enhance your knowledge of marketing principles and practices by enabling you to apply them to the marketing planning process framework. This involves analysing marketing data to make effective marketing decisions and develop medium-term marketing plans. The module utilises a marketing simulation game that allows you to design, construct and implement a marketing plan for a business. 


  • In this module, we aim to provide you with an insight into how consumers make buying decisions and the various influencing factors, both psychological and social. It provides a sound basis for further study in marketing, advertising and communication psychology in particular.


  • The module has a dual focus: Firstly, we encourage you to know yourself and what kinds of employment suit you. Secondly, we encourage you to develop an awareness of employment markets and potential employers. Skills gained on this module could enhance your career prospects and optimise your possibilities for finding fulfilling employment. We will encourage you to consider, plan and apply for a placement opportunity or work experience.


  • This module aims to develop your expertise in primary marketing research and data analysis techniques and develop your research skills for your final year project. You will investigate various research methods and evaluate the advantages and disadvantages of quantitative and qualitative research. You will also apply analysis techniques to quantitative and qualitative data to present insights and recommend solutions for current marketing challenges.


  • This module aims to develop your understanding of contemporary business practice in a digital environment. It builds on existing theories and concepts that encourage you to critically assess market opportunities and develop business ideas exclusive to online platforms. The module will offer a critical understanding of the opportunities and challenges posed by transforming the digital landscape and transforming consumer culture. It will help you to explore international aspects of digital business practice in addition to ethical compliance concerning data protection, digital security, and customer information handling.


  • In this module, we aim to develop an introductory knowledge and understanding of management and leadership theory, with a specific focus on how to apply them practically in a marketing context. At the core of this module is the question: ‘How can market-led businesses manage their people to deliver competitive value propositions to the marketplace?’ Answering this question will require you to understand the distinction between management and leadership and understand the main leadership models and theories. You will also learn how management and leadership of people and teams can support a brand in a dynamic marketplace.


  • You will also be able to take an Add+vantage module which can allow you to develop your CV by taking credits in an area of study that doesn’t have to be related to your degree. The assessment type will depend on the type of Add+vantage module you wish to take.


    Assessment: Coursework and exam

In your third year, you have the option to apply for a placement in the UK, or a study abroad year studying with one of our partner universities or completing a work placement through either the Placement Year or Study Abroad Year modules.

As these are non-credit bearing modules, you will not have to pay additional tuition fees for that year. You will, however, need to complete a marked assessment reflecting on your placement/study abroad or work placement experience. If you successfully complete this assessment, the module selected will appear on your final academic transcript. You will graduate with 360 credits in total, assuming successful completion of your final year.

Our Talent Team offer a wide range of support services to help you apply for a placement opportunity, including mock interviews and CV writing workshops.


  • Optional

  • Optional

In your final year, you will have the opportunity to pick an optional module to help develop your knowledge in an area of interest, such as innovation, entrepreneurship or global marketing. Your studies will culminate in the completion of an independent research project in a specialist area. You will have an academic supervisor who may have direct knowledge and interest in your topic area, and past topics covered have included branding, organisational behaviour, HR management, advertising and entrepreneurship, as examples.


  • This module aims to enable you to investigate and discuss the latest developments in academic thinking and practice in marketing and business practice. In addition, it will encourage you to use a range of academic literature to increase your awareness of contemporary marketing issues.


  • This module aims to develop your critical understanding of marketing strategy. The module builds on the previous marketing planning knowledge and seeks to provide a critical insight into the marketing frameworks studied to date. The module intends to use contemporary strategic marketing theory and practice to give you an insight into how this contributes to the development of competitive advantage. The module will also enable students to apply contemporary marketing theory to address.


  • This module aims to enable you to develop and refine skills, allowing you to gain the confidence and competencies needed to make an effective transition from education to employment. Learning gained on this module can enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment and your subsequent career development.


  • This module challenges you to develop a realistic yet innovative, strategic vision for current and future business. Sustainability issues span three timeframes, past, present and future, and strategy must compensate for past malpractice, implement change for the present and establish a firm foundation for the future. This module demonstrates a clear case for the necessary compatibility of the business and sustainability agendas.


  • Compulsory

  • You will also be able to take an Add+vantage module which can allow you to develop your CV by taking credits in an area of study that doesn’t have to be related to your degree. The assessment type will depend on the type of Add+vantage module you wish to take.


    Assessment: Coursework and exam

  • Choose one of the following:

    Global Marketing

    This module aims to deliver and develop a wide-ranging and contemporary perspective of the international marketplace and the strategic issues involved in marketing across countries and cultures. While the major focus of the module is deliberately global, there will be some coverage of European and other trade blocs (i.e., emerging economies) through case study sessions and assignment work.

    Innovation and Change

    This module seeks to explore the theories and frameworks underpinning organisational change to allow you to develop your understanding of what change means, how it happens and how it is best managed. It will also aim to draw on the concepts of creativity and innovation and the conditions and processes required to encourage you to identify opportunities for innovation and improvement in organisations and to explain the rationale for choice in the context of organisational objectives.

    Enterprise and Entrepreneurship


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

Within your first and second year, you will have around 12 contact hours of teaching a week through seminars or workshops and lectures. In your final year, when undertaking a project/dissertation, greater emphasis placed is on independent study, potentially reducing total contact hours. You will need to undertake self-directed studying and revision in your own time each week, which may include, for example, guided study using hand-outs or online activities. 

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. Learning and teaching incorporate lectures, seminars, tutorials, presentations, projects, workshops, simulation games and practical DigiComm Lab sessions, where you can use web design software, practice web platforms and blogging techniques designed to help develop your skills in manipulating new media for marketing and advertising applications.


This course will be assessed using a variety of methods, which could vary depending upon the module. Assessment methods include written reports, formal examinations, presentations, pitches, workplace simulations and portfolios.

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. Assessments may include exams, individual assignments or group work elements.

Job ready

On successful completion of the course, you will have knowledge of:

  • The essential principles and practice of marketing and advertising.
  • How an organisation interacts with its external environment, its customers and stakeholders.
  • The holistic nature of a business organisation and the financial management of organisations.
  • Key business management functions and the strategic management of a business in different forms and contexts.

On 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 various business management problems, including those of a financial nature.

International experience opportunities

There is a range of field trips available both nationally and internationally (which may be subject to additional costs, application, availability and/or meeting applicable visa requirements). For example, in the past, previous students have visited China, Malaysia and Dubai. These visits aim to not only help you to bond with your fellow students, but also provide exposure to industry on a global scale and could help to develop your intercultural competencies.

Entry requirements

Typical offer for 2022 entry.

Requirement What we're looking for
A level BBB
GCSE Minimum 5 GCSE's graded 9-4 / A* - C including English and Maths
IB Diploma 30 - 31 points 

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

Chat with UK admissions

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.

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

2022/23 Tuition fees

Student Full time Part time
UK £9,250 per year Not available
International £15,300 per year Not available

If you choose to study this course with a professional placement or study abroad year, you will need to pay a tuition fee of £1,250 to cover your academic support.

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, stationary, printing and re-assessments should you need them. Find out what's included in your tuition costs.


DigiComm Lab Seating Area

DigiComm Lab

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


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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.


Lecture talking to student in the trading floor

Trading Floor

Students have opportunities to practice simulated trading and other finance-related activities using the various types of demo software available in the Trading Floor.

Careers and opportunities

To prepare you for work, the course offers lots of opportunities to participate in live cases with clients, work experience and internships* which can be undertaken during university holidays, as well as field trips.

We also embed careers-based modules in digital marketing, brand communications, services marketing and creative advertising and a range of other areas into the course. These are designed to help build transferrable skills, which could enhance your future employability.

Coventry University is committed to preparing you for your future career and aims to give you a competitive edge in the graduate job market.

The faculty’s dedicated Talent Team has an extensive network of employers with a wide range of internship possibilities. They can support you (subject to availability) with workshops and guidance on the employment process such as preparing your CV, interview practice and mock assessment centres. They also organise employer events, which should allow you to network with potential future employers offering roles in the advertising and marketing sectors.

Field trips in the UK are embedded into each year of study, some industry-focused to provide first-hand experiences of marketing in action, others designed to build your professional or interpersonal skills, for example, to encourage team bonding initially and then develop team working skills. These trips are subject to availability, competitive application, meeting any applicable visa requirements and may be subject to additional costs.

In addition, careers-based modules in digital marketing, brand communications, services marketing and creative advertising and a range of other areas are embedded into the course designed to help build transferrable skills which could enhance your potential future employability.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Faculty employability team also have an extensive network of employers (all subject to availability) with a wide range of internship and placement possibilities. The team will also support you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. The Faculty also hosts frequent employer events, which can allow you to network with companies offering graduate roles, internships and placements in relevant fields, such as marketing. Please note that internships and other opportunities above are all subject to availability, competitive application, meeting any applicable visa requirements and may be subject to additional costs

Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

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 IBM, Hewlett Packard, Rolls Royce, Procter and Gamble, Jaguar Land Rover, Silverstone, McCann Erickson, Volkswagen, South African Airlines, Millward Brown and Chime Communications. Other past students have gone on to postgraduate academic study.

Further study

You can choose to continue your studies at Coventry University with the MSc Digital Marketing Management. 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.

How to apply

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  • 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 2021/22 Contract can be found here. 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.

    Tuition fees

    The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we 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. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.

    For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.


    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. 


    Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating 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.

    Placements and study abroad opportunities

    Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.

    Additional costs

    This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).

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