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.
Within our fiercely competitive and global economy, marketing is now central to commercial success. Businesses and organisations across every sector – private, public and non-profit – need to determine and differentiate their brand, communicating effectively who they are and what they do to past, present and potential customers.
It is designed to help you gain the confidence and business acumen necessary to develop, position and build businesses in the most strategically effective way. We aim to provide a solid understanding of business analysis, 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.
This understanding can then be furthered in our DigiComm Lab, which is a specific teaching space designed for marketing students, and is equipped with industry standard tools to allow you to explore putting theory into practice.
This course is part of the Chartered Institute of Marketing Graduate Gateway scheme and can provide exemptions from certain modules which can lead towards professional qualifications, upon successful completion of the course. Additional fees, and direct application, apply to study modules with the CIM – please refer to the Exemptions section for further information.
Why Coventry University?
An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.
The study of marketing is grounded in understanding customer needs, the environment that a company is operating within, 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 available which 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 successful completion of the course – creative, analytical, inter-personal 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 tools and techniques that are used to support this.
Why choose this course?
Operating in a rapidly changing and increasingly complex global environment, businesses are a fundamental part of modern society, supplying the products and services we need. Graduates who not only understand the operations of modern business, but can also 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 this insight and more can be used 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 a focus 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 part of the Chartered Institute of Marketing’s (CIM) Graduate Gateway scheme, you can gain certain key exemptions for professional qualifications with the CIM upon successful completion of the course, which could help you to complete further qualifications in less time after graduating (subject to additional fees, and direct application to the CIM). Please refer to the Exemptions section for further information.
As experienced practitioners, a number of our staff have spent time in industry prior to 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. Some are recognised both nationally and internationally in their respective fields of specialism, publishing their research in high quality academic journals, including the Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour to name but a few (please note staff are subject to change).
Alongside academic expertise, and to monitor emerging sector trends and challenges, there is a high degree of practitioner input. Guest speakers from industry are invited to give talks 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).