Business and Marketing BA (Hons)

Undergraduate

two females and three males sat around a table having a business meeting

Discover how business and marketing operate across a range of organisations — from global brands to local businesses, public services, non-profits and charities. This course explores the strategies organisations use to navigate a competitive business environment.

Course option

Degree with foundation year

Year of entry

2025-26 2026-27

Location

Coventry University (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

UCAS codes

NNF5

Start date

September 2026

How to apply

Book an Open Day

Download a prospectus

Course overview

In a competitive global economy, marketing is key to business success. Organisations across all sectors must stand out to deliver their products and services effectively. This course is designed to build your understanding of business planning, management and specialist marketing skills.

It has the following key features:

This course seeks to equip you with cutting-edge skills in business and marketing to provide a springboard for a successful career in a variety of business functions and roles.
Potential to undertake careers in account management, marketing, customer insight, business development, sales and corporate communications.
The course is ideal for those who see their future in the world of business and want to benefit from a wide-ranging experience and a solid foundation in key business skills.

Rated Gold Overall

Teaching Excellence Framework (TEF) 2023

5 QS Stars for Teaching and Facilities

QS Stars University Ratings

Top 5 Student City in England (Coventry)

QS Best Student Cities Index 2026

Why you should study this course

Industry-relevant curriculum: the course brings together key business areas covering a wide range of topics such as branding, marketing analytics for decision-making and marketing communications, as well as brand management and corporate reputation.
Focus on sustainability: learn how to grow and succeed while making a positive impact. This course encourages a growth mindset, while also promoting inclusivity, social responsibility, and care for the environment in a connected world.
Innovative thinking: apply your creativity and analytical skills through hands-on business simulations using industry-standard software across a range of real-world contexts.
Practice-led learning: learn to create campaigns that can work in a global marketplace, engaging audiences across diverse cultural contexts and building brand trust.
Practical learning approach: allows you to solve real-world business and marketing problems using the skills acquired during the course.

Accreditation and professional recognition

The degree is accredited¹ and recognised by the following bodies:

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.

Memberships

AEME- Association for Events Management Education

Coventry Business School is currently an active member of the Association for Events Management Education (AEME). AEME is committed to raising profile of events discipline.

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.

PRME - The Principles for Responsible Management Education

Coventry Business School is currently an active member of The Principles for Responsible Management Education (PRME). PRME is a United Nations-supported initiative founded in 2007 that aims to raise the profile of sustainability in their classrooms through seven principles focused on serving society and safeguarding our planet.

AACSB- The Association to Advance Collegiate Schools of Business

Coventry Business School is currently an active member of the Association to Advance Collegiate Schools of Business (AACSB). AACSB is the world’s largest network of business schools and organisations committed to advancing business education and making a lasting, positive impact on society to create next generation of great leaders.

BGA - Business Graduates Association

Coventry Business School is currently an active member of the Business Graduates Association (BGA). BGA’s student and graduate benefits have been crafted to enhance your learning experience, providing a range of tools to support professional and personal development.

SBC - Small Business Charter

Coventry Business School is a recipient of the Small Business Charter (SBC) Award. The award is a mark of excellence for business schools, recognising their expertise in supporting small businesses, student entrepreneurship, and effective engagement in the local economy.

The course is as much experiential as it is academic theory which further enhanced my own development. It enabled me to take part in Business School employability fair to allow for placement and professional networking opportunities, Practitioner Insight week where I got to hear from different seasoned professionals across marketing industry. Cross border project which enabled close collaboration with students from elsewhere. Also, throughout the years I was part of the “Global Leaders Program” where I had the amazing opportunity to take part in numerous practitioners talks, workshops and industry visits.
Sonia Caldioni, Marketing Alumnae, quoted in 2024

Sonia wearing her graduation gown outside Coventry cathedral

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 BBA (Hons)
Business and Human Resource Management BA (Hons)
Business and Marketing BA (Hons)
Business Management BA (Hons)
Events Management BA (Hons)
International Business Management BSc (Hons)
Marketing BA (Hons)
Sport Business 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.

Modules

Marketing, Digital and Social Media – 30 credits

This module aims to develop your knowledge and understanding of the fundamental concepts in marketing, including digital and social media. Develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions including ethics, social responsibility and sustainability. Also develop an understanding of key marketing theories, approaches and strategies related to areas such as buyer behaviour, segmentation, targeting and positioning, branding, digital and social media marketing.

Compulsory

People and Organisations – 30 credits

This module aims to provide a holistic view of management and organisation theories and practices, exploring how people interact with each other in the workplace and the role that leaders and managers play in the organisation. Organisational culture, structure and type are examined to consider the impact they have on human behaviour, interactions and organisational outcomes. Examine the role of people management practices and how this affects individual behaviour in the workplace. By introducing concepts such as motivation, engagement and commitment, the module will explore how people work together as a team, and how leaders and managers can understand emotional and psychological responses to work.

Compulsory

Analytics for Decision-Making – 30 credits

Whether qualitative or quantitative, financial or non-financial, data is everywhere and plays a crucial role in informing decision-making. This module introduces the fundamental concepts and principles of business finance and data analytics, and how they can be applied to measure and analyse organisational and functional performance, and support decision-making. Data analytics is a skill set that is becoming increasingly important for finding actionable insights from data and guiding strategic business decisions. This module is designed to help deepen your analytical mindset, develop your understanding of financial information, and prepare you to use relevant financial management and data analytic tools, techniques, and methods to assist the decision-making process both in the short and long terms.

Compulsory

Responsible Management, Sustainability and Entrepreneurship – 30 credits

This module aims to enable you to engage critically with sustainability and entrepreneurship in the context of management theory and practice. Explore the relationships between organisations and societies and the impact of significant societal change on different types of organisations. Drawing on UN Sustainable Development Goals (SDGs), examine how organisations respond by altering their practices through innovation and entrepreneurial activities. Ethical business practices and sustainability are further explored, requiring you to reflect on your approaches to ideation in creating social and organisational value.

Compulsory

Modules

Research and Insight – 30 credits

This module aims to develop your understanding of how well-designed investigations and research work. Develop your understanding of the research process, including literature review, research methodology and methods, data collection and analysis. This module provides you with the foundation for future research activity and the ability to design research to meet specific research objectives. Develop insight and the ability to understand and critique investigations and research undertaken by others. You will also have the opportunity to evaluate how conclusions are reached and analyse the methods used to get to those conclusions.

Compulsory

Consumer Behaviour – 30 credits

This module aims to provide you with an insight into how consumers make buying decisions and the various factors that influence the decision-making process. Explore and analyse the core theories and frameworks relating to consumer behaviour and apply these in a range of different marketing contexts. Learn the psychological underpinnings of consumer behaviour and how marketers can use this knowledge to enhance marketing performance. Explore the key themes related to business-to-business marketing, including organisational stakeholders, organisational buyer behaviour, and how to create business value through understanding and applying relevant and current marketing approaches in a business-to-business context.

Compulsory

Integrated Marketing Communications – 30 credits

This module will introduce you to Integrated Marketing Communications (IMC). Explore the purpose of marketing communications strategies and plans, and the range of tools available to create effective integrated marketing communications campaigns. Focus on how marketing communications strategies are used in practice. This will involve a significant amount of practical work applying marketing communications knowledge and skills to real-life cases and exercises. This module also aims to examine the importance of ethics within integrated marketing communications.

Compulsory

Value Through Innovation – 30 credits

Explore how organisations can create and improve customer value through new product and service development and innovation. Discover theories and concepts relating to innovation and the new product and service development process. This module provides insights into the implications for marketing through evaluating consumer research and contemporary trends to propose recommendations for new product and service developments which better meet customer needs. This module also investigates supply chain innovations and their impact on value creation.

Compulsory

There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement can often be beneficial. Work placements² 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.

Modules

UK Work Placement– 0 credits

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.

Optional

International Study/Work Placement – 0 credits

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.

Optional

Modules

Sustainable Marketing Management – 30 credits

This module aims to challenge you to develop a realistic, yet innovative, strategic vision for current and future marketing management and devise solutions to problems. Sustainable marketing management includes the three key areas of people, planet and profit. It looks at how these affect marketing decisions, including product and supply chain management, communication, business start-ups, certifications and reporting. An appreciation of change management lies at the heart of the module, as well as the need to question the very nature of present and future consumption. Develop your understanding of the effects of the sustainability agenda across all types of organisations and their stakeholders and apply project management methodology to develop a sustainable marketing plan.

Compulsory

Applied Project – 30 credits

This module provides you with the opportunity to apply your knowledge and skills to a real-world business issue. You may choose to undertake a research project, a consultancy-style investigation, or a management simulation. Through critical engagement with academic and industry literature, data analysis and reflective inquiry, develop evidence-based insights and propose realistic, practical recommendations. This module encourages independent thinking, problem-solving and analytical capabilities.

Compulsory

Corporate Identity and Reputation – 30 credits

Explore how organisations manage their reputation through corporate branding, identity, and communication strategies. Examine at how these elements support an organisation’s overall strategy and how they connect with other business functions. This module also covers how companies communicate with different stakeholders to build and maintain a strong reputation.

Compulsory

Global Marketing – 30 credits

Discover key aspects of global marketing including the international marketing environment, and social and cultural influences on consumer behaviour as markets continue to become increasingly global. It also considers international marketing strategy options available to organisations, exploring market entry methods and the use and implementation of the marketing mix. Examine international marketing communications, pricing, product and service strategies and the extent to which these should be standardised or adapted to meet consumer needs for competitive advantage on a global platform.

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

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

As a full-time undergraduate student, you will study modules totalling 120 credits each academic year. You will normally study one 30-credit module at a time. A typical 30-credit module requires atotal of 300 hours of study made up of teaching contact hours, guided and independent study.

Teaching hours

Teaching hours may vary depending on your year of study and selected modules. During your first year, you can expect 12-15 teaching hours each week. You will also have the option to attend additional sessions, including time with a progress coach or to meet with staff for advice and feedback. As you progress through your studies, teaching hours may reduce.

Guided and independent study

Throughout your studies, you will be expected to spend time in guided and independent study to make up the required study hours per module. You’ll be digging deeper into topics, review what you’ve learned and complete assignments. This can be completed around your personal commitments. As you progress through your studies, you’ll spend more time in independent study.

Online learning

As an innovative university, we use different teaching methods including online tools and emerging technologies. So, some of your teaching hours and assessments may be delivered online.

Assessment

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

Assessment methods may include:

phase tests
essays
group work
presentations
reports
projects
coursework
exams
individual assignments.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

There were so many international opportunities I enjoyed while studying Marketing at Coventry University. Not only did they enhance my learning experience but I was able to enjoy and personally develop through these moments including course day trips (such as Wimbledon and Legoland etc..) international field trip to Bordeaux, cross-cultural COIL project working with students from other institutions, two week exchange with Rennes Business school under the Turing scheme.
Sonia Caldioni, Marketing Alumnae, quoted in 2024

Sonia with a friend outside a cathedral in Bordeaux

Entry requirements

Typical entry requirements:

Requirement	What we're looking for
UCAS points	112
A level	BBC
GCSE	GCSE maths and English at grade 4 / C or Functional Skills Level 2, or other equivalent Level 2 awards
BTEC	DMM
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

Other qualifications and experience

Our students come from a variety of backgrounds, each with a unique story. We recognise a breadth of qualifications. If your qualifications differ from the above, contact our Admissions Team who will be happy to discuss your qualifications and routes into your chosen course.

Contextual offers and Fair Access Scheme

If you meet the criteria for our Fair Access Scheme, you could automatically receive a contextual offer that may be up to 24 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Scheme.

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.

Not got the required grades? We offer this degree with an integrated foundation year.

Fees and funding

Student	Full-time	Part-time
UK, Ireland*, Channel Islands or Isle of Man	2026/27 fees TBC 2025/26 fees: £9,535 per year	Not available
EU	2026/27 fees TBC 2025/26 fees: £9,535 per year with EU Support Bursary 2026/27 fees TBC 2025/26 fees: £16,800 per year without EU Support Bursary	Not available
International	2026/27 fees TBC 2025/26 fees: £16,800 per year	Not available

If you choose to study this course with a professional placement² or study abroad year, you will need to pay a tuition fee³ to cover your academic support throughout your placement year. Students commencing their professional placement in the academic year 2027/28 will pay £1,500 if they are paying UK fees, or £1,800 if they are paying international fees.

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.

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 permits 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.

If you choose to study this course with a professional placement, the University will charge the tuition fees stated above for those on a placement during Academic Year 2027/28. The University will review professional placement tuition fees each year. For UK (home) students, the University may increase fees for each subsequent year of study, but such that it will be no more than 5% above 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.

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).

*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.

How do you know if you need to pay UK or international tuition fees?

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 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

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

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 you the opportunity to improve your business skills.

Group of people sitting around a table talking

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 contacts².

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.

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.

The graduate destinations listed above illustrate potential career paths. You may need to gain additional qualifications or practical experience, pass professional examinations, complete training, cover associated costs and meet specific visa or immigration requirements to secure employment in these fields.

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 (Global Marketing). Our MBA with Global 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 was fortunate to undertake a placement year at Samsung, where I was able to explore the corporate life for a year and experience so many different areas of Marketing. That opportunity helped prepare me for the world of work. It paved the way for my current role at creative marketing agency focusing on Youth and Family marketing. I am loving it very much because I am adding a lot into the job from what I’ve learnt at Coventry – and in doing so I am enriching my experience by doing marketing from the agency side!
Sonia Caldioni, Marketing Alumnae, quoted in 2024

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Two students sat at a desk working on a laptop

Discover Phoenix+

Phoenix+ brings you together with other students to learn, experience and develop essential knowledge and skills. Whatever destination you choose, it's about preparing you for life after university.

Learn more about Phoenix+

How to apply

BA (Hons) with foundation year

Apply via UCAS

C85

Institution code

View our courses on UCAS

Visit UCAS

UK students

Full-time students can apply for this course through UCAS. Read our application pages to find out your next steps to apply.

How to apply

Apply via UCAS

If you'd like further support or more information about your course get in touch with us today.

+44 (0)24 7765 2222

ukadmissions@coventry.ac.uk

Complete our contact form

International students

International codes:
CBLU013

How to apply

For further support for international applicants applying for an undergraduate degree view our International hub.

You can also download our International mini guide for an overview of study options and why you should study with us.

Get in touch with us today for further advice and guidance.

+44 (0)24 7765 2152

ioadmissions@coventry.ac.uk

Complete our contact form

Disclaimers

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, partnerships and membershipsons

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. See the relevant body website for more details). Accreditations, partnerships, exemptions and memberships are subject to successful renewal in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery. If the accreditation, recognition or membership of this course changes, we will seek to notify applicants and students as soon as possible.

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.

⁴Facilities

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 2025/2026 contract is available on the website for information purposes however the 2026/2027 contract will apply for the 2026/2027 intake. 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.